Throughout our research into the health category, it was hard to resist the temptation to focus on a site like "Rabies Just 4 Kids." However, we found the most obvious subcategory lacking a connection with the audience to be fitness club websites. A prime example is LA Fitness, where a veil of design treatments and workout-related imagery hides several missed opportunities.
 

In deconstructing the homepage, we immediately noticed a lack of clear messaging to direct users into the site. An ineffective Flash area dominates the page and offers no call to action. By introducing enticing imagery paired with appropriate copy, hooks and callouts, users can be drawn in. As an example, we recently redesigned eVOC Insights using this technique. Through the repetition of copy, hooks and calls to action on the homepage and drill-down pages, a system is established for the user to easily navigate through the site.

The heavy and harsh color scheme of LAFitness.com should be refreshed with a palette associated with the peace of mind and self-confidence that comes from having a healthy body. Complementing brand colors with soft, pleasing, natural tones can inspire a sense of calm and may increase time spent on the site.

Perhaps the biggest issue with this site is the lack of provoking content. A creative approach would be to offer inspiration by showcasing videos that highlight the personal triumphs of members. The Flash space could be used to direct the audience to these videos, or at least, should be redesigned with strong calls to action and concise copy that relates to members. Incorporating photographs beyond images of the club facilities and people exercising could also assist in establishing a personality for the site.

Internal site linking is crucial in leading your users to the content you want them to see. While some drill-down pages on LAFitness.com feature call-outs to other pages, these should be present on every page. The copy associated with these call-outs should be short, clear messages that prompt the user to click through. The most important pages in the site should be well linked to and supported by consistent left column sub navigation on drill-down pages.

Goals for LA Fitness

• Provide motivation and inspiration to prospective members
• Retain current members and improve their attendance
• Convince the audience that you are self-confidence and healthy living experts

General recommendations
Members should be able to do more online than pay their bills or update their addresses. The Class Locator is a great feature, but it lacks prominence. It should be given a higher priority and its delivery could be enhanced through options such as mobile and RSS.

By engaging staff and its member base for feedback, LA Fitness could gain insight on how to provide a better online experience. Competitor Crunch.com, apparently in the early stages of a redesign, implemented a comment and voting system to democratically ask its users what they want out of the site. As a result, several suggestions are being incorporated into their planning.

LAFitness.com needs to provide a better online experience for their users and offer modern tools and key applications that allow members to make the most of their membership.

Examples to explore:

• Mobile class schedules and email alerts
• Blogs on health, fitness, diet, quick workouts
• Live Gym reports -- "Is it crowded?"

Jeff Hatcher is co-president of Felt Media, a Philadelphia-based web design firm.