Case Study: CrossFit Landing Page Redesign

Services Provided: Web Design Proposal · UX/UI Audit · Content Writing

Project Summary

CrossFit partnered with Charly Agency to improve its digital presence through a redesigned landing page. The primary objective was to overhaul the website design, streamline user journeys, and better showcase the brand’s core strengths: expert coaching, an inclusive community, and results-driven programming.

Key Challenges

The original site did not fully reflect CrossFit’s energy or credibility. Key issues included:

• Limited clarity around navigation and conversion paths
  
  
• Underutilized trust-building elements (like testimonials and success stories)
  
  
• Inconsistent brand messaging and visual hierarchy
  
  

UX Audit & Strategic Recommendations

Website Objectives

• Improve navigation and overall structure
  
  
• Make core user actions —like finding a gym or getting certified — more prominent.
  
  
• Strengthen brand perception through modern design and user-centered messaging
  
  
• Apply conversion-driven design principles throughout
  

Hero Banner Redesign

Original Hero Banner

• Featured video content centered around older demographics, unintentionally misrepresenting CrossFit’s diverse and energetic community.
  
  
• Failed to convey the brand’s core attributes — energy, adrenaline, and community.
  
  
• Participants appeared disengaged, undermining the excitement CrossFit aims to evoke.
  
  

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Our Recommendations

• Introduce dynamic visuals that highlight younger demographics, who form a major part of CrossFit’s base.
  
  
• Emphasize community, inclusivity, and lifestyle — not just exercise.
  
  
• Prioritize visuals that convey intensity, enjoyment, and movement.
  
  

Proposed Hero Banner

The redesigned hero section introduces:

• A bold, action-driven headline: "Become Your Healthiest Self"
  
  
• A clear, inviting subheadline that describes the value of CrossFit
  
  
• Strong visual contrast, clear CTA ("Find a Gym Near Me"), and imagery that radiates strength and enjoyment

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Social Proof & Community Testimonials

Audit Insights

The current section of testimonials and inspirational content presents some challenges:

• The “CrossFit Is For You” section resembles a testimonial block, but links redirect to the blog. This creates a mismatch in user expectations, as visitors anticipate similar testimonial-style content rather than long-form articles.
  
  
• The section fails to deliver impactful messaging due to excessive video length and unclear structure.
  
  
• It’s messaging does not address common misconceptions about CrossFit, such as it being only for elite athletes or overly intense.
  
  

Recommendations for Improvement

• To improve engagement, particularly for first-time visitors, replace long-form videos with shorter, high-impact clips (ideally 40 seconds to 1 minute).
  
  
• Feature authentic user profiles from different backgrounds and age groups, emphasizing transformation, mindset shifts, and support systems.
  
  
• Link content clearly: testimonial-style sections should lead to video stories or quotes, not editorial blog posts.

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Why CrossFit? – Communicating the Value Proposition

The Opportunity

The current CrossFit homepage lacks a dedicated section that clearly articulates why someone should choose CrossFit over other fitness programs. For new visitors, especially those unfamiliar with the methodology, this absence can lead to confusion, hesitation, or even site abandonment.

Our Recommendation

We proposed a new “Why CrossFit?” section — a focused area designed to showcase the brand’s unique selling points (USPs) through a structured and accessible layout.

This section serves multiple purposes:

• Clarifies the brand’s core benefits in plain language
  
  
• Differentiates CrossFit from general fitness programs or traditional gyms
  
  
• Builds trust by directly addressing misconceptions and common objections
  
  
• Guides visitors further into the site with clearly linked discovery pathways
  
  

Strategic Messaging

Each content block in the proposed design highlights a core CrossFit pillar:

• Expert Coaching
  “CrossFit coaches provide personalized attention in a small group setting, tailoring exercises to match your fitness level while ensuring safety and effectiveness.”
  → Counters the assumption that CrossFit is intimidating or unsafe for beginners.
  
  
• Motivating Community
  “Join a supportive group that celebrates progress and inspires each other to reach new fitness heights.”
  → Reinforces the inclusive, non-judgmental culture that drives retention.
  
  
• Adaptable & Varied
  “Every session includes a warm-up, skill-building, the Workout of the Day, and a cool-down. Designed to enhance strength, endurance, and flexibility while keeping workouts engaging.”
  → Challenges the myth that CrossFit is repetitive, inflexible, or only for elite athletes.
  

Design Considerations

The visual structure was intentionally built for clarity and engagement:

• Headline: “Our Unique Edge” clearly sets the section apart
  
  
• Three-column layout: Supports quick scanning and comparison
  
  
• ‘Discover More’ CTA: Invites users to explore deeper or learn how to get started
  
  
• Authentic imagery: Showcases real movement, real people, and real environments
  
  

By adding this section, we give potential members the information they need to make an informed, confident decision — increasing the likelihood of conversion and reducing drop-offs from unsure or skeptical visitors.

Find a Gym — From Location to Lifestyle

The current “Find a Gym” section, while functional, falls short of representing the website’s brand. It lacks visual clarity and fails to communicate what makes CrossFit unique. The imagery is cluttered, dark, and low quality; which may alienate first-time visitors. 

Additionally, it lacks the aspirational appeal that comes with showcasing a strong, healthy, and confident lifestyle. Thus not taking advantage of something that users often look for when choosing a fitness community.

Design Recomendations

By introducing the redesigned section, “CrossFit Is a Lifestyle,” we reposition the brand from being purely location- or workout-driven to something far more powerful: a lifestyle. The bold imagery, clean layout, and confident messaging shift the focus toward identity and aspiration.

• Reinforce CrossFit’s brand color palette consistently across all pages.
  
  
• Showcase aspirational media that highlights the brand’s core values: strength, commitment, and community.
  
  
• Use high-quality, emotionally-driven visuals to elevate brand perception and distinguish CrossFit from competitors.

FAQs Section and Lead Capture Form

Issues with the Current Version

The original FAQ section (first image) relies on a blog-style card layout that, while informative, lacks a clear hierarchy. Visually, it feels more like a content feed than a purpose-built help section, and it lacks a clear CTA or next step for users who may be ready to take action.

Design Recommendations

The redesigned FAQ section (second image) offers a more modern and user-friendly experience. By using an accordion layout, it allows users to quickly scan questions and expand only the ones they’re interested in, reducing friction and keeping the interface clean.

The bold “Your Questions Answered” headline provides clarity and sets expectations immediately. The design uses strong brand colors and integrates supportive visuals, reinforcing CrossFit’s energy and community feel. 

Another important change is the inclusion of a highly visible form titled “Join Us Today.” This form invites users to sign up for a free trial or request more information without navigating to a separate page.

This form placement is strategic: it captures interest at the moment visitors have just resolved their doubts or concerns via the FAQs. It turns reassurance into action, and curiosity into leads.

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CrossFit Mobile App – Increasing Visibility & Engagement

While the CrossFit mobile app is a critical tool for members, especially for tracking workouts and accessing the WOD (Workout of the Day), its presence on the website is understated. Currently, the app’s promotion is minimal and lacks the visual or interactive cues that typically drive downloads and engagement.

Why This Matters

For current and prospective members, the app represents the most consistent day-to-day touchpoint with the brand.

Making the app more prominent on the landing page accomplishes two main goals:

• Increases app downloads through visibility and desirability
  
  
• Builds continuity between the website and app experience, reinforcing trust and usability

Design Recommendations

The proposed layout was designed to make the app feel premium, central, and action-driven:

• Headline: A clear, functional hook (e.g., “GET THE APP”) introduces the section’s purpose.
• Split-screen layout: Combines mockups, app UI, and WOD previews to visually explain features and benefits.
• App Store CTAs: High-contrast, easily accessible download buttons with platform logos (iOS & Android).
• Immersive Imagery: Uses high-quality images that showcase action shots, and recognizable WOD visuals to tie the app to the CrossFit brand.
  
  

Footer Redesign for Function & Impact

The footer is often overlooked, yet it plays a critical role in site usability, conversion, and brand reinforcement. Our audit of the existing CrossFit footer revealed multiple missed opportunities, which we addressed in the redesigned version.

In the original version, important calls to action, like “Find a Gym”, are visually buried within the layout, making them easy to overlook. Social media integration is also underutilized. The icons are small, poorly placed, and lack visual emphasis, which diminishes opportunities to connect with CrossFit’s active community off-site. 

Similarly, the email subscription form feels generic and transactional, offering no clear value proposition or inviting message to encourage signups. The footer overall ends without a strong brand moment, missing the chance to leave users with a lasting impression.

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Design Considerations

The visual structure of the new footer was crafted to ensure clarity, engagement, and alignment with modern UI trends:

• Modular Columns: Organized by category — About, Education, Affiliates, Community, Games, Legal — improving readability and discoverability.
• Mobile-Friendly Design: Simplifies content stacking and button placement for smaller screens.
• The email opt-in experience: Boosts subscription rates and helps grow CrossFit’s owned audience for ongoing communication.

Final Thoughts – Transforming the CrossFit Digital Experience

This case study outlines a comprehensive strategic overhaul of CrossFit’s website — transforming it from a functional digital presence into a conversion-optimized experience aligned with the brand’s core values: community, strength and inclusivity.

Through UX improvements, visual storytelling, and content restructuring, we addressed key challenges including unclear navigation, outdated design, missed conversion opportunities, and underutilized SEO potential. Every section — from the hero banner to the footer — was reimagined with both user experience and business impact in mind.

We emphasized clarity in the top navigation, introduced dynamic testimonials and lifestyle-driven visuals, created compelling brand narratives in product and gym discovery sections, and reframed static FAQ content into an SEO-friendly, lead-generating asset. Each redesign decision was grounded in performance: to reduce friction, increase engagement, and guide users to action.

Most importantly, the new site repositions CrossFit not just as a place to train — but as a global movement people want to be part of. It reflects what CrossFit is today: a powerful blend of physical transformation, personal empowerment, and a thriving worldwide community.

With this roadmap, CrossFit has the opportunity to scale its digital presence, inspire new members, and deepen its impact — one visit, one workout, and one story at a time.

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