Case Study
Harbor Square Athletic Club
Overview
Harbor Square Athletic Club is a local fitness club in Edmonds, WA that partnered with Strategy Ecommerce to revamp their outdated website into a modern, conversion-optimized digital experience.
The redesign’s goal was to emphasize visual appeal and brand consistency, improve user experience, and clarify navigation, ultimately transforming the site into a true reflection of the club’s high-end fitness offerings.
Background
The original Harbor Square website had served the club for years but was starting to show its age. The design lacked cohesion with the club’s evolving brand identity, pages were text-heavy and visually inconsistent, and the site structure made it difficult for users to explore amenities or take meaningful action, such as joining the club’s waitlist or inquiring about memberships.
With a growing number of new members and a premium positioning in the Edmonds fitness market, Harbor Square needed a site that not only looked better but performed better.
Service
Website Redesign
Website Analytics
CRO
Industry
Fitness & Wellness
YEAR
2025
What We Did
Full Visual Redesign
• Updated fonts, colors, and layout to align with Harbor Square’s modern luxury brand image
• Incorporated dynamic imagery and lifestyle photography for high visual impact
• Rebuilt pages using a more modern, mobile-responsive framework
Improved UX & Information Flow
• Restructured site menus to spotlight key areas like “Amenities,” “Group Fitness,” and “Tennis”
• Created clearer pathways for users to navigate and discover Harbor Square's services
• Added intuitive dropdown menus with visual hierarchy for ease of use
Conversion Optimization
• Placed lead generation forms in high-visibility locations
• Designed compelling CTAs
• Created a structured Amenities hub with categorized sections (Fitness, Sports, Family, etc.)
Our Key Takeaways
- The new website now matches the high-quality experience that members enjoy in person
- Readability and flow have improved dramatically, resulting in faster navigation
- The menu and content blocks were restructured to increase engagement with key pages
- Conversion elements—like lead forms and call-to-action buttons—are now strategically placed to drive signups and inquiries
- This project has been completed and the client has decided to hold on launch at this time
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