Join Me on the Mat

What if…?

What if a great first impression became a first booking?

The opportunity

Make a welcoming, personality-filled website work harder to attract new customers, remove barriers to booking and encourage people to return.

What I noticed

Join Me on the Mat already had something valuable: distinctive branding, a welcoming feel and a clear personality. The opportunity wasn’t to start again or change what made the business special. It was to look at how the existing website could do more to convert that appeal into bookings.

I spotted a few places where visitors were having to work harder than necessary - from finding the offer of a free first class to understanding how online sessions worked, choosing a suitable package and finding reassurance before booking.

Individually, these were small things. Together, they presented an opportunity to make the customer journey feel simpler and more compelling.

The thinking

Rather than recommending a complete redesign, I focused on a handful of practical changes that could make the existing website work harder commercially.

1. Make the first step irresistible.

The free first-class offer was already there, but it appeared further down the homepage rather than taking centre stage. I suggested bringing it into the main headline area, giving new visitors a clear, low-commitment reason to try a class while retaining a direct booking route for those already ready to act.

2. Remove the uncertainty around trying a class.

For someone new to live online yoga, the questions might be simple: How does it work? What do I need to do? Can I go at my own pace?

I explored a short, three-step explanation covering choosing a class, joining from home and following the instructor’s guidance. The aim was to make the experience feel accessible and reassuring before asking someone to book.

3. Make choosing and booking easier.

The timetable already contained useful information, but I recommended making essential details easier to find together, reducing the need to click through multiple steps.

I also explored presenting class packages around what customers wanted to achieve, rather than simply listing prices: trying a class, building a routine, practising regularly or choosing the best-value option.

The thinking was to help people make a decision that felt right for them, while making the benefits of booking a package clearer.

4. Give every section a purpose.

I looked at how each part of the website could guide visitors towards a relevant next step. Someone reading about the classes might be ready to try one for free; someone learning about the instructor might want to explore her approach; someone reading the FAQs might simply need the final reassurance to book.

I also identified an opportunity to give private yoga its own distinct space, presenting it as a more personal experience rather than just another price option.

Finally, I explored how the FAQs could address practical questions about booking, joining, cancellations and class participation, helping remove doubts before they became reasons not to book.

The commercial relevance

The recommendations were designed to work together across the customer journey: from discovering the business to trying a first class, choosing a package and returning to practise regularly.

The commercial opportunity was to:

• Make the free first class more visible and encourage new bookings.
• Reduce friction and uncertainty in the booking process.
• Help customers choose a package that suits their needs and encourages repeat attendance.
• Present private sessions as a distinct offer with its own appeal.
• Use clearer calls to action to turn interest into action at the right moment.

Rather than changing everything, the focus was on making better use of what was already there - the branding, the offer, the classes and the existing website.

The What If? perspective

Sometimes a business doesn’t need a bigger marketing budget or a completely new website. It needs someone to look at the experience through the customer’s eyes and spot where an opportunity is being missed.

With Join Me on the Mat, I explored how a few carefully considered changes could help bridge the gap between liking what you see and actually booking -  while creating a clearer path from a first class to a lasting customer relationship.