Website and content system for a 24/7 gym

The challenge

A gym on an industrial estate first has to win over people who think it is too far away. It is a seven-minute drive from half of Tarragona, but someone who does not know the area has no way of knowing that, and seeing the address on a map does not settle the question.

On top of that, many people start by searching for training questions rather than for a gym. Someone typing "how to start at the gym" or "how much protein should I eat" into Google is not comparing gyms yet, but they may well end up joining one. If it is the gym that answers those questions, they are more likely to keep it in mind when the time comes.

Covering both meant publishing a lot, with dozens of pages that the gym had to be able to create, organise and maintain without depending on anyone.

What we built

• A dedicated page for every surrounding town, such as Reus, Salou, Cambrils, Constantí, Torredembarra, Altafulla and ten more. Each one shows the driving time and distance from that town, with text written for it instead of one text repeated with the name swapped.
• A "How far is it?" index gathering every town in a single view, for people who don't yet know whether it's close.
• A library of training and nutrition guides, each signed by its author, with reading time and last-updated date on show.
• Comparisons of the questions people search before making up their minds: free weights or machines, 24-hour or traditional gym, chain or independent.
• Pages by goal, such as powerlifting, muscle building, weight loss, starting from zero or training without crowds, so each profile finds the one that fits.
• The whole site mirrored in English, with both versions linked to each other so Google knows which one to show to whom.
• Light and dark mode, and every piece of content readable on a phone, which is where most of it gets read.