Website Redesign & SEO Restructure for West Lafayette Training Facility

Overview

The client, a training facility based in West Lafayette, approached me with a goal to increase their local organic traffic. However, after a comprehensive website audit, it became clear that the existing site had significant limitations:

1. It was a single-page website receiving only minimal branded organic traffic.
2. There was no structured service content to support SEO or user navigation.
3. Key elements for B2C trust-building, such as Google reviews and before-and-after visuals, were missing.
4. Overall, the site lacked professionalism in both design and structure.

Strategic Planning and Site Architecture

To lay a strong foundation for SEO and user experience, I performed extensive local keyword research aligned with the client’s core services. Based on the findings, I proposed a comprehensive new site architecture consisting of 21 pages, including:

1. 15 service and sub-service pages for targeted local SEO
2. Supporting pages for trust-building, engagement, and conversion

Full Website Redesign

The original single-page site did not reflect the professionalism or quality of services offered. I took on a full redesign from scratch, using only the brand's logo and colors as a starting point. The result:

1. A custom-designed, multi-page website with a cohesive theme and typography
2. Clean, responsive layout optimized for usability and SEO
3. Consistent visual identity across all pages

Interactive Features and Conversion Optimisation

To enhance engagement and credibility, I integrated:

1. Live Google Reviews directly on the site
2. A global lead capture form, accessible across all pages
3. Subtle hover animations for interactive elements to improve user experience

Content Strategy and Copywriting

I also created and optimised custom content for each of the 21 pages, with a focus on:

1. Local SEO best practices
2. Clear service explanations
3. Trust-building through tone and testimonials

Outcome

The revamped site now positions the client as a professional, trustworthy local leader in their space, with a scalable structure ready to support ongoing SEO and lead generation efforts.