Rebuilding an Online BJJ Rehab Brand for Scalable Growth

THE CHALLENGE

Grapplers PerformX faced a series of strategic and structural problems that were limiting both visibility and growth:

• Lack of Structure: The old site had ~40 pages, mostly unconnected blog posts. The homepage hero was a flat image — no headings, no indexable text, and no logical navigation paths.

• Thin Content: Blog posts averaged 200–400 characters and weren’t organized into topics or clusters. Despite some keywords ranking, content depth was too shallow to establish authority.

• Poor User Experience: Users couldn’t easily find help for specific injuries or understand how to take action (book, purchase, or learn).

• Incomplete SEO Strategy: The prior agency optimized for a handful of blog keywords but ignored the broader keyword landscape, site hierarchy, and conversions.

• Scaling Limitations: The team wanted to grow their online rehab program and onboard additional providers, but the old site wasn’t designed to handle that kind of structured expansion.

The fundamental challenge was building a content-driven, SEO-scalable site that could serve both users and search engines — and position Grapplers PerformX as the authority in grappling-specific rehabilitation.

THE APPROACH

I developed a complete rebuild strategy that addressed both technical SEO and conversion psychology, structured around four key pillars:

1. Information Architecture & Keyword Strategy

Mapped every existing page and blog post, identifying 355 untapped keyword opportunities and reorganizing them into logical topic clusters. Built a 100+ page site structure organized around injury categories, subtopics, and treatment programs — establishing clear parent-child relationships and internal linking to build topical authority.

2. UX & Conversion Optimization

Reimagined the user journey from pain → diagnosis → rehab → return to training. Each injury page now acts as both an educational hub and a conversion path, featuring trust signals, progressive disclosure of treatment details, and clear calls to action.

3. Content Depth & Authority

Expanded all injury-related pages into comprehensive resources targeting search intent while maintaining clinical accuracy. Each page now satisfies informational, navigational, and transactional queries within one flow.

4. Technical & Analytical Infrastructure

Migrated from WordPress to Framer for speed and scalability. Implemented schema markup for medical/rehab content, built redirects to preserve existing authority, and integrated analytics tools (Plausible, Humblelytics, Ahrefs).

THE EXECUTION

Phase 1: Research & Architecture

• Conducted a full content and keyword audit (865 keywords tracked).

• Identified gaps and organized 355 high-value opportunities into new clusters.

• Created wireflows for injury pages and CTAs.

Phase 2: Copywriting & UX Design

• Rewrote all major pages and expanded every injury topic to capture depth and authority.

• Designed CRO-oriented templates for easy program enrollment and consultation bookings.

• Added testimonials, visual proof, and multiple conversion routes (calls, form fills, and calendar bookings).

Phase 3: Framer Development & Technical Setup

• Built a modular Framer system allowing new pages to be added in minutes.

• Implemented schema, optimized metadata, and created comprehensive redirect maps from the old WordPress URLs.

• Integrated both paid (Plausible, Humblelytics, Ahrefs) and free analytics systems.

Phase 4: Post-Launch Measurement & Optimization

• Initial focus: ensure smooth indexing and crawl coverage.

• Ongoing tracking: keyword movement, organic growth, and conversion attribution.

THE RESULTS

While the new site just launched, comparable projects using this same framework have shown powerful results:

• From 0 to 2.6K monthly visits in 3 months

• From 3–4 keywords in top 10 to 269+ keywords

• From 116 total ranking keywords to 2,000+

• From a few leads per year to 10–20 qualified conversions per week

With Grapplers PerformX now built on the same foundation — structured, authoritative, and fast — similar growth within 3–6 months is realistic.

The site is no longer a collection of posts. It’s a search engine–optimized ecosystem with built-in scalability, ready to support more providers, programs, and future digital products.

KEY INSIGHTS

1. Structure Beats Frequency: Publishing random blogs doesn’t drive sustainable growth. Organized clusters and internal linking build domain authority.

2. Depth Wins Trust: Long-form, high-quality injury pages rank better and convert better.

3. Data Enables Direction: Proper analytics reveal which programs drive results and where SEO efforts deliver the most ROI.

4. Design Serves Discovery: A site built around how athletes actually search — by injury, movement, and recovery goal — naturally outperforms one built around company structure.

THE FRACTIONAL ADVANTAGE

This rebuild demonstrates the advantage of working with a fractional creative partner who bridges design, development, SEO, and strategy. Instead of hiring separate vendors for content, web, and analytics, Grapplers PerformX gained a single, cohesive system built to grow.

• Unified Strategy: SEO, UX, and CRO integrated from day one.

• Systemic Thinking: Built for scale — new injuries, programs, and practitioners can be added seamlessly.

• Specialized Insight: Deep understanding of BJJ culture and athlete mindset informed every design and content choice.

• Foundation for Compounding ROI: The new site will continue to gain visibility and conversions month after month, without reinventing the wheel.