Connecticut Power Yoga
CT Power Yoga is a hot yoga studio with various locations in Connecticut. I performed a content audit for their website and helped rewrite site pages in order to create a calmer, more organized user experience.
RETHINKING COVID-19
During the pandemic, the owners had to adjust their in-person class schedules and practices in order to comply with COVID-safe regulations. The owner of the studio was overwhelmed with the amount of information she was trying to relay to customers about new precautions being taken at the studio. Her original bulleted-list served as a pain-point on her site since it was long, hard to scan, and evoked questions from customers.
By condensing the information on this page and pairing bullets that were thematically similar, I aimed for a more direct, informative, and zen user experience. I front-loaded important text so that the 1st section of bullets highlights user benefits, and the 2nd lays out what they need to know before coming to their next class.
Covid-19 Information Page (Before)
(After)
MAKING IT MORE CONCISE
The main issue that stood out to me during my audit was that several of the site’s most important pages, like Membership and About, were too wordy. I cleaned up the content while still retaining the most important messages & keeping true to the studio’s brand voice. Their practice is based off the teachings of Baron Baptiste, so I did my research and used quotes from one of his books, Journey into Power.
I thought the Membership page was crucial to shorten given that it generates the studio’s revenue. Therefore, I re-organized information architecture in an attempt to make the website quicker to glean information from.
Membership Page (Before)
(After)
I made the About page more concise so that users could focus on the bullets, which I thought highlighted the studio’s mission succinctly. I also put the CTA at the very end (“This practice has the power to change lives, communities, and the world. We hope you will join us”).
About Page (Before)
(After)
GRAMMAR FIXES
The owners of the studio are also a married couple busy juggling many kids! Originally, they created the content for their website on their own but explained that it was designed in a rush. I helped point out some areas where grammar & syntax could be edited.
Correct spelling & grammar are crucial in any user experience for establishing that extra little bit of legitimacy & authority. While some users may not even notice these little changes, it could make all the difference for another.
A section about the founders with edit suggestions.
Edits on membership page, with ideas for new copy on button and header.
COMING UP WITH OTHER IDEAS
Below are snippets from the complete audit packet I presented to the owners. It includes ideas for other pages to add to their site, or other bits of content I thought could augment their online presence.
↳ The owner of the studio, Aimee, is a breast cancer survivor who opened this studio after she beat the disease. She credits yoga for helping her regain her power after this experience, and I thought this would be an incredible story for her clients to know. A Media page on their site could help highlight it.
Currently, a few pages on their site boast quotes from historic figures like Benjamin Franklin who, although wise, did not have much to do with yoga in his time as a founding father. I figured some quotes from Baron Baptiste, the founder of the type of power-yoga they base their practice on, would be much more apt. He has some great quotes in his book, Journey Into Power.
Like many small businesses, the studio shut down due to COVID and had to think of other ways to operate safely during the pandemic. CT Power Yoga began teaching outdoor classes in public parks, and I thought these should be especially highlighted.
From a marketing standpoint, I also figured customers might want a push to come practice, given that yoga is a great way to combat many of the stressors of pandemic life. I proposed that somewhere on their site, they should tout some of the benefits of yoga during quarantine:
can keep you healthy during a pandemic
better sleep quality
improved focus (for working from home)
reduced stress
a sense of accomplishment & a way to feel grateful)