Two very different audiences, one site that speaks to both.
A Western Sydney fitness professional running two distinct services — one-to-one personal training and on-site school programs — with no website to explain either. We built a local-SEO-first site that separates the two funnels cleanly and gets found by people searching within a few suburbs.
The landing page, live.
Not a screenshot — this is the production site rendering right now.
The challenge
Greg Petterson runs Fitletics as two genuinely different businesses under one name. Personal training is sold to individuals who want strength, weight management, or a way back into exercise. Fitletics Active Schools is sold to primary and secondary school decision-makers who care about timetables, facilities, and Working With Children compliance. A single generic fitness page would have spoken to neither, and there was no site at all to capture people already searching for a trainer in Western Sydney.
The strategy
We split the site's conversion architecture in two from the first screen. A shared hero establishes credibility and geography, then visitors self-select into either the Personal Training track or the Active Schools track, each with its own language, proof points, and enquiry path. Underneath that, the whole build is structured for local search: Western Sydney is named in the title tag, headings, schema, and body copy rather than left implied.
Execution
Custom build with two parallel conversion tracks — individual coaching and school programs
Title tag, H1, and schema written around "personal training Western Sydney" and "school fitness programs" intent
LocalBusiness structured data with explicit Western Sydney service-area markup
Credentials block surfacing Cert III & IV, Advanced S&C, First Aid/CPR and Working With Children Check — the compliance signals schools screen for first
Eight-question FAQ section built from real enquiry patterns, structured for FAQ rich results
Single enquiry form that captures which track the visitor came from, so Greg knows the context before replying
Click-to-call and email surfaced on mobile, where most local fitness searches happen
Sitemap, descriptive alt text, and per-section heading hierarchy handled as part of the build, not bolted on