Case Study: Pilates Unleashed Studio
- Martine Dardignac
- 5 days ago
- 3 min read
Transforming a static website into a booking and decision-making system
Client: Pilates Unleashed Studio
Founder: Heidy Tejeda
Industry: Wellness / Pilates
Engagement: Full Website Rebuild → Ongoing Retainer Support
The Situation
Pilates Unleashed Studio is a boutique Pilates and movement studio offering private sessions, group classes, teacher training, retreats, and a signature methodology.
Before our work together, Heidy’s biggest challenge wasn’t demand — it was conversion and clarity.
Specifically:
New students had to contact her directly to figure out how to book
There were no new-student offers or entry points
Key offerings (like Trayopi™) were not explained or even mentioned
There was no dedicated schedule page to orient new clients
High-value offerings (teacher training, retreats) lacked structure, pricing clarity, and positioning
The contact page was just a form, with no context or expectation-setting
The result: too much manual work, too many back-and-forth messages, and missed opportunities from people who weren’t ready to “reach out” yet.
The Goal
This was not a cosmetic refresh.
The goal was to:
Reduce friction between interest and booking
Help new students self-orient without direct hand-holding
Clearly communicate Pilates Unleashed’s full ecosystem of offerings
Introduce Trayopi™ as a defined, ownable methodology
Build a site that could support offers, pricing, and growth
The Work
This project involved a ground-up rebuild of the website, with several pages created entirely from scratch and structured around business logic, not aesthetics.
1. Booking & Entry-Point Strategy
We redesigned the site so new visitors could:
Understand where to start
See clear next steps
Book or inquire without needing to email first
This included introducing new-student context and offers, reducing friction for first-time clients.
2. New Pages & Offer Structuring
Several key pages were built from scratch, requiring strategic collaboration around packages, pricing, and positioning, including:
Teacher Training (structured as a professional pathway, not just a class)
Schedule (with added context specifically for new students)
Retreats (positioned as experiential, high-value offerings rather than vague announcements)
These pages were designed to sell quietly, by answering questions before they’re asked.
3. Trayopi™ Positioning
Before the rebuild, Trayopi™ — Heidy’s signature method — had no clear explanation or presence.
We:
Defined what Trayopi™ is
Gave it language and context
Positioned it as a differentiator rather than an internal term
This allowed prospective clients to understand why Pilates Unleashed is different.
4. Contact Page as a Decision Tool
The contact page was rebuilt from a simple form into a context-setting page, helping visitors:
Know whether they’re a good fit
Understand what happens next
Reach out with clearer intent
This reduced unqualified inquiries and improved the quality of conversations.
The Outcome
The new Pilates Unleashed Studio website now functions as:
A self-guided onboarding experience for new students
A clear map of offerings, pricing logic, and pathways
A booking-support system rather than a static brochure
A scalable foundation for email marketing and paid campaigns
Instead of requiring constant manual explanation, the site now does much of that work upfront.
Client Feedback
“I had the pleasure of working with Martine. She really got me to understand how the systems and processes were important to my small business. Her ability to communicate, manage, and present my information and ideas was very impactful. I got 15% more business in only 30 days after she helped me recreate my systems.”
Ongoing Partnership
Following the rebuild, our work expanded into an ongoing retainer relationship, including:
Email marketing campaigns
New offer development
Google Ads campaign planning and execution
The website rebuild created the foundation that made these efforts viable.
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