Alliance Jiu Jitsu Newcastle

The challenge

Lumin is all about working with inspiring businesses that have an edge to them. So who better to work with than one of the world's most famous jiu-jitsu teams — Alliance.

Alliance Jiu Jitsu Newcastle needed a full new website design, build and strategy. With a lot of their admin, information and signups being managed via a Facebook group and WhatsApp chats, a large focus was freeing up their time.

Other goals included increasing sign-ups to get new members into the gym and SEO efforts to boost their visibility in search results. This would help the gym to grow and offer more classes.

All this while sticking to strict brand guidelines from the Alliance franchise. So the design had to be on point with the style and flair of Alliance while being coherent with the rest of the brand.

The solution

A strategy was formed for the website that focussed on SEO fundamentals, being an engaging knowledge base and advertisement for the gym and providing a strong call to action strategy to encourage gym sign-ups.

Every site page was designed in Figma first. This allows testing of the design in a low-cost way, while also providing a flexible and collaborative way to get feedback from clients.

After all the page designs were approved, the site was custom-coded using HTML, CSS and JavaScript. This allowed the site to be lightweight, flexible and hosted for free using Netlify (which is super performant!).

The site was finalised, ensuring it was responsive on all devices. It utilised trust signals, clear info and a strong directive to encourage new sign-ups.

The results

It’s safe to say, the new site was very successful. In fact, it’s one of the sites I’m most proud of due to its success.

Here’s a couple of reasons why:

• More than 200 new sign-ups in 10 months (an increase of over 80%)
• 4,750 impressions and 300 clicks per month on Google (6.3% CTR)
• 7 website enquiries per month (and that’s just through the contact form)
• Such a drastic increase in memberships that Alliance are looking for a bigger gym!

In the end, Chris ended up with a website that is airtight to the Alliance branding and saves him hours every week. And, ultimately it’s brought in enough revenue that it allowed him to start running the gym full-time, rather than a part-time side business.

This is a true Lumin story. While they were already an inspiring leader in their space, Alliance still dared to grow, to shine even brighter — and so they did.