Coalition Chicago
Local SEO Relaunch + Growth Website Case Study
Challenge
Coalition originally engaged us for local SEO 4–5 years ago, then tried to run growth in-house. After leaving, new member acquisition declined, and lead flow became less consistent. They came back to rebuild a predictable acquisition system with two priorities:
- restore member acquisition + lead generation, and
- upgrade web presence for growth (design + conversion built-in), targeting a 3%–4% site conversion rate.
They also set a performance goal to improve client acquisition by ~13%.
Strategy
1) Local SEO relaunch (Google Business Profile + local signals)
- Rebuild local visibility and consistency after the in-house gap.
- Strengthen discovery and conversion from map/local intent searches to drive member inquiries.
2) Website rebuild for conversion
- Re-architected the site with a singular goal: turn local demand into actions (calls, form fills, consultations).
- Designed pages around clarity, trust, and “next step” behavior to support the 3%–4% conversion target.
3) Offer mix support (membership → personal training)
- Website and local messaging structured to support both the $180–$200 membership path and the higher-value $300+ personal training path.
Outcome metrics (targets + unit economics)
- Website conversion target: 3%–4%
- Client acquisition improvement goal: ~13%
- Estimated LTV (conservative):~10 months
- Membership LTV value: ~$1,800–$2,000 per member (based on AOV range)
- Target CAC: ~$200 per new member
- Growth leverage: Increasing personal training volume improves revenue per client without needing proportional lead increases (PT AOV $300+).
Outcome
Coalition Chicago is positioned to regain momentum with a refreshed local SEO foundation and a growth-focused website built to convert—restoring lead flow, improving acquisition efficiency, and creating a clearer path to expand personal training revenue.