The Challenge
Tolide Judo Kwai is a non-profit judo club in Fort Saskatchewan. Their previous website had been volunteer-maintained for years - until that person stepped away. An attempted WordPress rebuild overwrote the old site, leaving the DNS pointing to a blank page. The club had no web presence.
They only ranked for their own name. Anyone searching "judo classes" or "martial arts" in the area wouldn't find them. To attract new students, the head sensei was paying for newspaper ads.
There was also a hidden friction problem. Parents couldn't see pricing without first creating an account through the Fort Saskatchewan Minor Sports Association registration system. Multiple parents had voiced frustration about jumping through hoops just to find out what it cost.
Our Approach
I talked to the people who matter — club owners, the head sensei, current judokas, and parents on the sidelines. What did they want? What questions were they asking? What was stopping new families from signing up?
The research confirmed the problem. Tolide only ranked for their brand name. Keywords like "judo classes fort saskatchewan" and "martial arts for kids" were untapped - real search volume, zero visibility.
I mapped out a keyword strategy targeting families actively searching for martial arts options and identified the biggest conversion blocker: pricing hidden behind a third-party registration wall.
The Build
The hero section sets the tone, a photo of the dojo lined up before bow-in, showing kids, adults, and the sensei team. It answers the first question any parent has: "Is this the right environment for my child?"
Benefits above the fold. Focus & Discipline, Respect & Teamwork, Grow Confidence, Strength & Agility, Supportive Community, Safety & Self-Defense all visible without scrolling.
Judo vs other martial arts. Judo doesn't have the mainstream following of BJJ, Taekwondo, or Karate in the area. Instead of ignoring that, I addressed it head-on with a comparison section, turning a potential objection into a selling point.
Pricing out in the open. Full-season rates published right on the page, with a discount for additional family members. No registration wall. No hoops. A parent can see the price and make a decision — removing the single biggest friction point in the signup process.
2x
Record Enrollment Years
6.5
Avg Google Position (from 12.4)
36%
Increase in Clicks
The Results
Record enrollment (two years in a row).
The GSC data over the last 6 months vs the previous 6: clicks up 36%, impressions up 25%, CTR improved from 15.6% to 17%, and average position climbed from 12.4 to 6.5. The trendline is still climbing.
For a non-profit that was running newspaper ads, organic search is now their primary source of new students, at zero ongoing cost.
"From the very beginning of the process he seeked input from our coaches and members and captured the essence of our club and was able to convey this on the website.
He kept us updated on the progress and consistently asked for feedback on elements of the design to get it to reflect the club and its members and provide information that viewers would need, thank you for a remarkable job!"
Keith Bibbey
Head Sensei, Tolide Judo Kwai
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