A new story for bsport
Messaging strategy and a complete website rewrite for the SaaS platform behind boutique fitness studios.
25+
Pages written
Strategic narrative
1
↑ 79%
Organic keywords
↑ Demos
Booked via website
Struggling to stand out
bsport’s platform was evolving fast, but its messaging was struggling to keep up.
As new features and functionality were added, so were more and more words. The proposition felt generic and it wasn’t clear what made bsport different in a competitive market.
The copy talked a lot about the software, but not enough about the people using it (and the reality of running a boutique fitness studio).
They needed someone to come in, work out what needed to change and make it happen.
People before product
Studio owners don’t start businesses because they love scheduling, payments and payroll. They start with something they believe in and want to share.
I built bsport’s new story around that reality: the pressure of running a studio, the hundreds of things happening behind the scenes and the constant pull away from members and growth.
This became the backbone of the new messaging: bsport is the intelligent partner that shares the load, so founders can grow without losing sight of why they started.
25+ pages, optimised to perform
With the story in place, I rewrote the website from top to bottom: from the homepage and product pages to pricing, landing pages and PPC.
Every page needed to connect with buyers and build real personality.
Technical features needed to be clear and simple, and the site needed to perform in search and AI discovery.
The product kept evolving throughout the project, so the copy did, too.
“Hannah has a rare ability to quickly understand a complex product and the people buying it, then step back and work out the story we need to tell. She brings strategic thinking as well as senior writing expertise, which can be difficult to find in-house.
“The end result is copy that feels simple and human, while delivering real commercial results. Since the new website launched, we’ve seen a significant increase in both traffic and conversions.
“What I value most is that I can trust Hannah to take ownership, challenge our thinking and get things done.”
– Xiaoyun Tu, CMO, bsport
Read the
full copy
Visit the live bsport website to see all 25+ pages.