Solfire Yoga is a Midtown Sacramento yoga studio that specializes in ‘hot’ vinyasa yoga, and also offers teaching programs for aspiring yoga trainers.
One of the biggest and most satisfying challenges of the Solfire website project was finding so many opportunities to capture the curiosity of customers.
The Rebirth of an Old Website
Solfire Yoga is one of those rare businesses that focuses on the well-being of its clients, above all else. But when Solfire approached us, they had a website that didn’t reflect their warm, welcoming, helpful demeanor.
They wanted a new site that tied into the overall personality of their business, and that also fulfilled a number of the typical requirements of a modern business website:
- Improved visual appeal
- More contemporary style and design aesthetic
- An improved user experience that betters serves customer needs
- Responsive, mobile friendly web design
- Optimized search marketing
They also noted an important business-oriented goal that is overlooked with surprising frequency: To generate more business leads.
Influencing Customer Behavior
Working with Solfire, we delved into their mindset a bit and identified three particular goals for how they wanted the website to influence visitors.
First, they wanted potential customers to feel inspired to take a yoga class. For many, this would be their very first yoga class. When it came time to build the site, we placed an emphasis on inviting those who hadn’t participated in yoga before. If you look at the site’s front page, you’ll find a lot of language that speaks to novices, such as phrases involving “strengthen” and “awaken.” In addition, the call to action just below the banner is an introductory special for new students. This CTA links to a new student page that is designed to assuage the doubts of uncertainties of those new to yoga and to make them understand that anyone can do yoga.
Second, they wanted to increase their customers’ familiarity and comfort with the brand. Our developers were very focused on ensuring that the entire site reflected the color scheme of their branding, and utilized designs and patterns reminiscent of the studio itself.
Lastly, they wanted to compel people to connect with the business, either through social media or their email list. Throughout every page of the website, there are multiple opportunities for visitors to visit Solfire’s Facebook and Instagram pages, as well as invitations to signup for their newsletter.
Getting Customers in the Front Door of the Studio
The purpose of any good business website is to create business opportunities.
On Solfire’s previous website, it had been difficult to add listings for upcoming workshops to their homepage, as Mindbody–the standard scheduling platform for the yoga industry and other class-based businesses–didn’t integrate with the website. This difficulty meant that fewer workshops were added to the site, and thus visitors had fewer opportunities to discover an intriguing event.
For the new website, we used a plugin called Healcode that made it possible to connect the website directly to their Mindbody account and would automatically pull workshop information to the homepage. This plugin also automatically integrated their Mindbody schedule into their site’s class schedule page.
Second, Solfire wanted to emphasize upcoming events and workshops, so we created a blog feature for the homepage that showcased events, putting a lot of opportunities right at the fingertips of visitors. In addition, down below we integrated a plugin allowing visitors to sign up for upcoming workshops right on the front page.
Lastly, Solfire wanted the website to habituate visitors to the ‘feel’ of the studio before they ever stepped through the front door. Our designers incorporated an aesthetic featuring wood backgrounds, patterns, and a color palette reminiscent of their studio.
Overall, the development process with Solfire Yoga was very smooth, and we enjoyed having the opportunity to work with a local business located only a few blocks from our own office. It’s a rare pleasure to create a website that you know will give people the opportunity to better their mental and physical health, so we’re grateful that Solfire chose to work with us.
We hope that the website serves them and their customers well in the years to come, and that they think of us when the time comes for a website refresh.