Tina Takahashi Martial Arts: Increase in Trial Sign-Ups with a Fresh, Modern Website

Tina Takahashi Martial Arts School is highly respected for its expert training in judo and other martial arts, led by world-class instructors. With a strong tradition rooted in Japanese martial arts, the school emphasizes excellence, discipline, and respect. 🥋 🎌🎌

However, the previous website struggled to convey the true value of its offerings. Many visitors didn’t fully understand why the pricing was higher than at other schools. Beyond price, the site failed to showcase what truly set Tina Takahashi apart—such as the exceptional qualifications of the instructors, the school’s rich history, and the personalized approach to training.

Additionally, the old website had an outdated design, poor navigation, and inconsistent presentation of information, which negatively impacted the user experience. Important details about the trainers and the benefits of the trial period were difficult to find, preventing potential students from fully appreciating the school’s value. 🧐

A key design decision for the Tina Takahashi website was to adopt a Bento-style layout. This approach, inspired by traditional Japanese Bento boxes 🍱, organizes content into clearly defined sections or “blocks,” each focused on a specific piece of information. This layout style was chosen for its simplicity, efficiency, and ability to guide the user through the site in a structured, intuitive way.

The visual identity of the Tina Takahashi website was carefully crafted to reflect both the prestige of the school and its strong connection to Japanese martial arts traditions. The UI design emphasizes clarity, structure, and a modern aesthetic, while staying true to the school’s heritage.

Typography:

• Oswald (Headlines): We selected Oswald for the headlines to create a bold, modern look that commands attention. The font’s clean, geometric style adds a sense of professionalism and strength, aligning with the discipline and precision of martial arts.
• Noto Sans (Main Text): For the body text, Noto Sans was chosen for its readability and versatility. Its neutral, approachable design ensures that information is easy to digest, enhancing the user experience across different devices and screen sizes.

Color Scheme:

The primary brand color is a deep red, #B70102, which represents power, energy, and tradition. Red is also culturally significant in Japanese aesthetics, often symbolizing strength and courage—perfect for a martial arts school.

• White is used to create contrast and space, giving the design a clean, modern feel. It allows the content to breathe, ensuring that information is easily accessible without feeling cluttered.
• Grey tones are introduced to separate content blocks, continuing a subtle theme inspired by cement walls. This adds a textured, grounded element to the design, symbolizing the solid foundation of the school’s history and expertise.

Content Blocks and Visual Hierarchy:

The layout leverages a Bento-style approach, with content divided into clear, distinct blocks. To maintain clarity and hierarchy, the bold red is used for headlines and call-to-action elements, while grey separators guide the user’s eye through different sections without overwhelming them.

Consistency and User Experience:

The combination of Oswald and Noto Sans, along with the red, white, and grey color palette, creates a cohesive, polished look. This consistency reinforces the professionalism of the school and helps establish trust with potential students. The use of grey for certain blocks, along with the cement wall theme, adds subtle texture and contrast, making the content visually engaging without distracting from the key information.

By integrating these design choices, we were able to create a visually appealing, user-friendly interface that not only aligns with the school’s branding but also enhances the overall user experience.

The Tina Takahashi Martial Arts School website redesign has already begun to show positive outcomes, both in terms of user engagement and business impact.

Increased User Engagement: 💪

• Visitors are spending more time on key pages, particularly trainer profiles, which now highlight the expertise and achievements of the world-class instructors. This has helped potential students better understand the value of the lessons offered.
• The clear, streamlined layout has led to a significant reduction in bounce rates, with users staying longer on the site and exploring multiple pages.

Improved Conversion Rates: 

• Early data shows a noticeable increase in trial sign-ups (by 45% 🤩), indicating that the new website design is effectively addressing the pain points that were preventing users from converting. The focus on showcasing trainer credentials and clearly explaining the trial benefits has proven effective in converting visitors into leads.

Positive Feedback:

• Both existing students and potential clients have praised the clean, modern look of the site. Users have reported that the site is now much easier to navigate, and the overall user experience feels more professional and welcoming.

Strengthened Brand Perception:

• The updated design, with its blend of modern aesthetics and traditional Japanese elements, has helped reinforce the school’s identity as a prestigious institution. The improved visual consistency and professional look align better with the high standards of instruction offered at the school.

While it is still early to fully measure the long-term impact, initial results are promising, with better engagement, higher conversion rates, and stronger brand alignment. The new website has successfully positioned Tina Takahashi Martial Arts School as a premium choice for martial arts training, effectively communicating the value behind the higher subscription price.

P.S. The owner’s friend, who runs his own martial arts school, has seen the early success of the redesigned website (even in the early stages!) and is already interested in having me redesign his site too. I’d call that a win! 🥋🚀🎉