From Zero to Top Rankings
How SEO and Design Boosted
BCG Academy to #1 in Local Search
Role: UX Researcher/Designer | Web Developer | SEO/CRO Strategist
Tools: Figma, WordPress, Google Suite, Zoom, SEMRUSH
Duration: September 2023 – August 2024
The Challenge
BCG Academy was a local Brazilian Jiu-jitsu school with no digital presence beyond social media and word of mouth. The academy struggled to generate leads and lacked visibility in a competitive market.
The Solution
I collaborated with the owner to understand his business goals, his values, and his target audience. I designed and built a website that aligned with the academy's vision and improved online discoverability through SEO.
Results & Impact
Search
Engine Success
Achieved #1 ranking in local searches for keywords such as "jiu-jitsu long beach", significantly boosting online visibility.
Increased
Engagements
The new website attracted and engaged more visitors, leading to a substantial increase in trial class sign-ups.
5-Star
Reputation
Optimized the Google My Business profile, resulting in over 32 positive reviews, 10,000 views and enhanced local credibility.
Hear From the Owner
“I highly recommend Ponce. He did a phenomenal job on both my website and my Google page. Thanks to him, I now have a strong online presence, and people can easily find me when searching for martial arts in my area. He is fast, efficient, punctual, and communicates effectively. You will not be disappointed with his services.“
- John T. @ Owner of BCG Academy
Scroll down to dive deeper into the process
Laying the Foundation for Growth
Before diving into design, I held multiple meetings with the academy’s owner, John, to understand his mission, the gym's values, and the client base he wanted to attract. This gave me a solid foundation to build the strategy for the site, which combined visual design, user experience, and SEO-focused content.
Research & Insights
Research Process
Identify the needs potential clients
look for when choosing a gym
Transparency in pricing, class schedules, and community values.
Inform the Design Decision
Every element, from the homepage layout to the calls-to-action, needed to align with what users found most valuable.
Create a Competitive Edge
Understanding how BCG Academy could differentiate itself from competitors allowed me to build features that competitors lacked.
Research Methods
User Interviews
I conducted in-depth user interviews, revealing key insights that shaped a user-centric design tailored to BCG Academy’s target audience.
Competitor Analysis
Competitor analysis revealed key market gaps, allowing for the creation of features that set BCG Academy apart. Focusing on what competitors lacked ensured a design that addressed user needs and differentiated the academy.
Designing for What Users Value Most
In a competitive market like martial arts, I knew that understanding what users truly valued was key to designing a website that would stand out and convert. To create a site that resonates with potential clients, I needed to grasp their expectations, pain points, and what would ultimately drive them to choose BCG Academy over competitors.
Creating a Competitive Edge through Analysis
In the competitive martial arts space, it was crucial to understand how BCG Academy could stand out. By conducting a thorough competitor analysis, I identified key areas where other gyms fell short—lack of transparency in pricing, inconsistent branding, and poor user experience on their websites. Using these insights, I designed a website that addressed these gaps, offering a clear, user-friendly experience that aligned with user expectations and built trust. This approach not only differentiated BCG Academy but also positioned it as a top choice for potential clients.
User Personas
Guided by the user personas, I designed the website to meet their specific needs—clear pricing and schedules were highlighted, while the community values were showcased prominently. Every element, from structure to CTAs, was tailored to ensure a seamless and intuitive user experience.
Turning Insights into Actionable Ideas
User Insight Statement
Users are often overwhelmed by the abundance of gym options and need clear, transparent information about pricing, class schedules, and community values. Without this, they struggle to make confident, informed decisions when choosing a gym.
How Might We?
How might we design a user-centered website that prioritizes transparency and accessibility, making it easier for users to confidently choose BCG Academy?
User Impact Statement
Potential clients often feel uncertain about choosing the right gym, needing clear, transparent information on pricing, schedules, and community values to make confident decisions and feel assured they’re making the best choice.
Building a Consistent Visual Identity
Color Palette
I implemented black and red to symbolize power and resilience, with light gray and white for a clean, modern look that enhances readability and user experience.
Typography
I chose strong, readable fonts that convey professionalism and that aligns with the academy’s ethos.
Imagery and Graphics
I incorporated high-quality images and custom graphics that resonate with the martial arts community, creating a visually engaging experience.
Website Mockups & Iteration Process
From the user interviews, I learned that potential students prioritized ease of access to pricing, class schedules, and information about the academy’s culture. They wanted to make informed decisions quickly without unnecessary searching. To address this, I designed early mockups with clear, easily accessible sections for pricing and schedules. I ensured strategically placed calls-to-action (CTAs) that guided users through the site seamlessly, building trust and reducing barriers to enrollment.
Created a
Seamless Layout
Added Content
that Satisfies Users
Added Attractive
Visual Elements
Website Development
I developed a fully responsive, user-friendly website that aligned with the academy’s goals and user needs. Using insights from research, I structured the site for easy navigation, clear class offerings, and transparent pricing. By focusing on streamlined design and intuitive user flow, I ensured the website met user expectations while supporting the business objectives of increasing client inquiries and conversions. My process included multiple iterations to refine both aesthetics and functionality, resulting in a digital home that effectively communicates BCG Academy’s value and offerings.
SEO & CRO Implementation
I focused on local SEO to attract Long Beach students by targeting high-traffic terms like "jiu-jitsu Long Beach," optimized content for conversions, and built digital presence. With a 5-star Google My Business profile, BCG Academy now ranks #1 on Google Map Packs, driving consistent student enrollments.
Timeline: April 2024 - August 2024
#1 in Local Search Results for Jiu-jitsu Gyms
Business Profile User Views
User Engagement
#1 in Search Results for Relevant Keywords
What I Learned
This project was more than just a professional endeavor—it became an opportunity to form a meaningful connection with John, the owner of BCG Academy.
Through our collaboration, I didn’t just build a website; I helped bring his passion to life. Our shared commitment to creating something impactful allowed us to become friends, and I realized how much I value human connection in my work.
The true success of this project wasn’t just measured by traffic growth or increased client leads, but by the positive impact it had on John’s life and his business. Knowing that my work contributed to his dream of expanding the academy’s reach and helping more people was incredibly rewarding. It reinforced my belief that design can be a powerful tool—not only for solving business challenges but for building relationships and making a genuine difference in people's lives.
The Impact I Made
1. Built a fully functional website from scratch, tailored to business goals.
2. Enhanced user experience with responsive design and seamless navigation.
3. Achieved #1 local search ranking for BCG Academy in Long Beach.
4. Boosted visibility with 10,000+ Google My Business views.
5. Increased client acquisition with strategic SEO and CRO efforts.
6. Helped the academy maintain a 5-star Google rating with 32 reviews.