GFTeam Joondalup
HOW WE TACKLED THE BRIEF GIVEN TO US
Brief
GFTeam Joondalup, a franchise of one of the world’s top five Brazilian Jiu-Jitsu teams, was struggling to establish their digital presence in the greater Joondalup area. Despite offering world-class training, they faced several significant challenges:
- Poorly optimised website that failed to convert visitors into leads
- Underutilised Google My Business listing missing key optimisation opportunities
- Limited lead generation of only approximately 10 calls per month
- Mixed messaging across different audience segments (kids, youth, adults)
- Missing content opportunities for high-demand keywords like grappling and self-defence
- Underperforming social media on Instagram and Facebook
The academy had excellent training methodologies, a proactive head coach mentored by GFTeam owner, Julio Cesar Pereira, and premium facilities including a specialised mat system designed to reduce injuries. However, these competitive advantages weren’t being effectively communicated to potential members.
The Authority Approach
We implemented a comprehensive Authority Marketing strategy that focused on clearly defining their audience segments and optimising their digital presence:
- Search Engine Optimisation: We completely overhauled their website SEO and Google My Business listing to capture relevant local search traffic.
- Messaging Refinement: We helped clarify their messaging to emphasise their unique advantages, including their world-class lineage and specialised facility.
- Content Strategy: We implemented an article-based content strategy to demonstrate expertise and improve search visibility.
- Video Content Guidance: We provided recommendations for developing effective video content for social media platforms.
- Keyword Expansion: We identified high-demand keywords related to grappling and self-defence, creating dedicated content to capture this search traffic.
- Content Siloing: We restructured their website content to properly address different audience segments (kids, youth, adults) rather than mixing this information.
Results
After implementing The Authority Marketing Method, GFTeam Joondalup experienced:
- 400% increase in leads from 10 per month to 10 per week
- Significant improvement in search rankings for 'BJJ gym Joondalup', 'grappling gym Joondalup', 'bjj classes for kids' and other keywords
- Higher quality enquiries from their preferred demographic segments
- Improved lead conversion through greater social proof
- Greater visibility in the local Joondalup market
- Enhanced reputation as a premium martial arts facility
The structured approach to content development and targeted messaging allowed them to attract more of their ideal members while educating potential clients about the benefits of their training methodology.
