A Wynne at Fitness
Website Design for a Personal Fitness Studio
The Situation
A Wynne at Fitness is a personalized fitness studio in Deerfield, IL, founded in 2024 by trainer Wynne Conklin. The studio offers personal training, Postural Restoration Institute (PRI) movement work, Pilates and myofascial bodywork.
Wynne's clients are mostly older adults who want to stay strong and keep their balance, plus athletes working to prevent injuries. The studio needed a website that explained a specialized, clinical-leaning service in plain language, built trust with a cautious audience and turned visitors into first-time clients.
CLIENT
A Wynne at Fitness
ROLE
Senior UX/UI Designer
LAUNCHED
June 2025
ROLE
Senior UX/UI Designer and WordPress Developer (sole designer and developer)
PLATFORM
WordPress
Task
As the only designer and developer on the project, I was responsible for:
Defining the site structure and user flows
Designing a clear, accessible interface for an older audience
Building and launching the site in WordPress
Working directly with Wynne to refine content and design through launch
The main goal was to drive bookings of the studio's free introductory session.
Action
Built the site around one conversion path
Made "Complimentary Session" the main call to action and placed it in the navigation, the hero banner and the promotional sections
Added tap-to-call phone links so mobile visitors could book in one step
Organized services around who they serve
Grouped the offerings into four audience-based service pages: Postural Restoration, Functional Training for Seniors, Athletic Durability and Pilates
Wrote short service cards on the homepage so visitors could find their fit fast
Designed for trust and readability
Used large headings, clean sections and real studio photos to keep the experience approachable
Showed Wynne's credentials and long-term client testimonials, including clients in their 60s and 80s, to reassure older visitors
Added an About page and an FAQ page to answer common concerns before first contact
Prioritized accessibility and mobile
Built a responsive layout with a slide-out mobile menu
Added skip-to-content links to support keyboard and screen reader users
Set up the content for growth
Set up a blog with categories (Personal Training, Pickleball, Sponsorships) so Wynne could publish wellness tips and community news on her own
Collaborated closely with the client
Ran review rounds with Wynne to refine messaging, service descriptions and visuals so the site reflected her expertise and voice
Launched the site in June 2025, on time, as the studio's first full digital presence
Gave a new business a credible, professional platform that clearly explains specialized services to its core audiences
Created a single, consistent path to booking that works across desktop and mobile
Handed off a content-managed site Wynne updates on her own, with regular blog posts published since launch