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BJJ Academy · Website & Funnel · 2024

Reign Jiu Jitsu

Reign Jiu Jitsu is a competition-focused academy with strong instruction and a tight-knit room. Word of mouth was doing the work; the website wasn't saying much on its own.

  • Message & Positioning
  • Website Design
  • Local SEO
  • Trial Funnel
Reign Jiu Jitsu website — designed and built by Be Strong SystemsBSS · Case

The message

Iron sharpens iron.

Reign already knew what made the place work. What members talk about is each other — training partners who push you further than you'd go alone. That just wasn't what the site led with. Putting it first changed the order of the page: the room before the schedule.

Measured results

25%
of visitors booked a trial
1.1s
average page load
Passed
Google's speed test

Measured on the live site. Early sample — the numbers will firm up as traffic grows.

The Challenge

The old site described the classes the way most academy sites do — schedule, instructors, facility. Accurate, but interchangeable with any academy nearby, and it gave someone searching no particular reason to pick Reign. There was also no clear path from landing on the page to booking a first class.

What We Built

  • Ran a positioning session that surfaced what actually retains members — the training partners, not the syllabus — and distilled it to one line.
  • Rebuilt the site around that line on a fast, server-rendered foundation, with a single obvious path: search → trial booking.
  • Designed a dedicated beginner-program funnel that leads with the room rather than the curriculum, then handles the real objection: walking in alone.
  • Implemented local SEO — location schema, optimized program pages, and Google Business alignment — to rank for nearby intent.
  • Tightened the brand into a disciplined, premium identity used across the site and socials.

What We Delivered

  • A fast, server-rendered site with one clear path: search → book a trial.
  • Local-SEO structure and program pages built to rank for nearby intent.
  • A premium brand presence that matches the level of instruction.
  • Trial requests captured directly on the site, tracked end to end.

Tech Stack

  • Next.js
  • TypeScript
  • Tailwind CSS
  • Vercel
  • Local Schema
Next: AON Jiu Jitsu
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