AB Mixed Martial Arts case study: the website that turns visits into free trial classes in San Francisco
AB Mixed Martial Arts is a Brazilian Jiu-Jitsu, Muay Thai, boxing and kids martial arts academy in San Francisco, California. It has a story worth telling: in 2011, one of its instructors was honored by the city's police and Board of Supervisors for stopping an attack on a police officer right outside the academy.
The inspiration
People looking for a martial arts gym worry about one thing: walking in and not fitting in. So the site was built to answer, in seconds, the three questions that stop a first class: "is this for me?", "is it safe?" and "how much is it?". The structure came from high-converting local service pages, adapted to the energy of a gym.
What we built
- A free trial class quiz with photos that splits adults and kids and asks about the martial art and experience.
- Real Google reviews up front, plus the letters and certificates from 2011 as authority proof.
- Dedicated pages for BJJ, Muay Thai and the kids program, each with the quiz preset to the right program.
- A quiz popup on click, inactivity and exit intent, without getting in the way of readers.
- GA4, Google Tag Manager and Google Ads conversions tied to form submissions and phone clicks.
- A blog with local content, from city safety to first-class tips.
See the website: abmixedmartialarts.com.
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