A fit-for-the-future digital presence built around the customer journey
If you’re a fan of the romantic musical Grease, the mere glimpse of our client’s name will have thrown you back to the good old days.
Pink Ladies are a ladies-only gym based in Northamptonshire, offering amazing health and fitness packages to those looking to change their lifestyle with all the privacy they need.
With business going well, our client wanted a website to accompany their growth and promote their services online.
Anybody who knows us well will tell you we’re hopelessly devoted to building low-cost, high-performing websites. Take a further look below to see how our designers got on with this one.
Beginning with the colour palette, what more could you want than a vibrant, friendly, and on-brand palette? Colour palettes have the power to influence everything from overall mood, to the values people will associate your business with.
In line with our client brief, we went with a dominant pink palette, accompanied with a soft grey base to smoothen things out. This is Pink Ladies, and it’s making a bold statement.
Good colour choices take time and a lot of work to get right. If selected carefully, however, colour palettes can have a tremendous impact on how users interpret and evaluate your brand altogether. If users have a positive experience on your website, that means they’re more likely to stay and engage with content.
And that means more leads and conversions.
And, just like colour palettes, how you choose your typography matters just as much when it comes to leaving first impressions.
It’s not just with people who we make impressions about. Website visitors make snap judgements about the appearance of websites, too. Around 50 milliseconds, in fact!
For our client, we went with an Open Sans typeface for a professional, modern, and friendly appearance. It works beautifully well with the underlying design and accompanying images.
Crafting a website that works doesn’t just require compelling design to win over visitors, though. All-rounder websites must have an engaging, easy-to-use interface if they are to promote positive user experiences.
User Experience & Interface
Arguably the most important ingredient of any successful website is its user interface – how well does it present content to users, and how successfully can they use that content to fulfil their needs, wishes, and tasks – at any given moment?
For us, we’re all about building interfaces that anticipate what users might want to do at any given moment. With this in mind, let’s take a closer look at what we’ve done for the Pink Ladies gym.
Along with checkout pages, homepages are where websites suffer the highest bounce rates. For this reason, we knew we needed the interface here to be the best it could be. So, we made sure the minute users landed, we had everything in place to guide them.
For example, in the above-the-fold space, we kept it minimal with the pink geometric shapes and a transparent background. This means we’re not bombarding visitors with blocks of text (that they’re probably not going to read anyway) and keeping it clean, helping to maintain an open, spacious digital presence.
Immediately above this is our navigation bar, making it as easy as possible for users to do what they need to do. As users scroll further down the homepage, they’re met with content and CTAs that are useful, and high-quality relevant images to add context. Nobody wants to be bored out of their minds with text!
User interfaces are all about making it easy for users to connect with your products, services, and content.
With this in mind, we knew we had to ensure the interface was built to promote our client’s unique selling points (USPs). And this meant building an interface to highlight service benefits and other features.
So, what did we do? Underneath the introduction section we placed a horizontal service banner listing all the amazing benefits users will enjoy if they become a member. And if they’re still a little unsure, there’s a contact form directly underneath this, too.
For us, this is all about anticipating user intent and having an interface to meet it.