Her first class starts on your website.
Before she books, she is deciding whether she will feel out of place. Your website is where she makes up her mind.
Before I ever took a class, I followed Pilates studios on Instagram, looked through their websites, opened their schedules, and then closed the tab without booking.
I had questions that felt very basic. Which class is for beginners? Do I need to know how to use a reformer? What do I wear? Will I be the only person who has no idea what’s happening?
Most websites gave me beautiful photos and a class schedule. What I needed was for someone to explain where I belonged in it.
Eventually, I booked the class. I fell completely in love with Pilates, and now I’m working toward becoming a certified Pilates instructor myself.
Once I experienced how welcoming a good studio could be, I realized how different it felt from trying to understand that same studio online.
I began sending notes to Denver Pilates studios I loved going to. I pointed out the questions I couldn’t answer, the pages that were difficult to find, and the small things that might help another nervous first-timer feel ready to book.
Those notes became website audits. The audits became Implementation Packages, optimization projects, and Salt & Sage.
That was what started all of this.
I kept finding the same things.
The Pilates Kitchen, Pilates Mariposa, and Arc Pilates and Movement aren’t the same kind of studio.
They have different methods, class formats, personalities, and reasons people love them.
But after auditing all three websites, the same problems kept appearing.
Four findings
across all three websitesThe websites were written for people who already understood Pilates.
Studio owners know what Reformer, Tower, classical, contemporary, private, duet, Signature, and Evolve mean.
A first-time client may not.
She sees several class options, an intro offer, and a booking button. What she doesn’t always see is a simple explanation of which class she should choose and what will happen when she arrives.
She is being asked to book before she feels ready.
The most important parts of the studio were hard to find.
Small class sizes, instructor training, beginner support, private sessions, and experience with specific client needs were often buried inside an About page or instructor bio.
These weren’t minor details. They were the reasons someone would choose that studio.
The website just wasn’t giving them enough attention.
Google was confused too.
One studio’s title tag was a single period. Another still had “BUSINESS NAME” appearing in its page titles. Several important pages had no descriptions at all.
These are not things a studio owner would have any reason to check while teaching classes, managing instructors, and running the rest of the business.
But they affect how the studio appears in search results and whether Google understands what it offers.
The same thing happened when valuable services did not have pages of their own. A studio might be wonderful for beginners, private clients, or people returning to movement, but there was no clear page for someone searching for that support.
The reviews weren’t part of the website.
Clients were already writing about feeling welcomed, getting stronger, and finding instructors who paid attention.
Most of those reviews stayed on Google.
Someone could reach the pricing or booking page without seeing the words of the clients who had once been nervous too.
I read the website the way a potential client would.
I try to choose a class. I look for pricing. I follow the booking links. I check what happens on mobile, what Google displays, and whether someone new can find the answers she needs without opening six tabs.
Then I look behind the scenes at SEO, local search, AI search, reviews, page structure, and the parts of the studio that aren’t being explained clearly enough.
The Pilates Kitchen, Pilates Mariposa, and Arc Pilates and Movement each received a full audit and a separate Implementation Package.
That second document matters. It includes the recommended page titles, meta descriptions, FAQs, fact blocks, page ideas, and copy needed to begin making the changes.
I don’t want to give you a long list of things that are wrong and leave you to figure out the rest.
Jenna, owner of Arc Pilates and Movement, described the impact this way:
“The behind-the-scenes SEO work made such a noticeable difference in helping my website get pushed forward in search results. Everything looks polished, professional, and exactly how I envisioned it.”
Jenna Tolpin, Arc Pilates and Movement
“She knows how to grow your brand by maintaining the integrity of your business and highlighting your most unique qualities.”
Katie Maurer, The Pilates Kitchen
When you send an inquiry, I read it. If we work together, I’m also the person reviewing your website, writing the copy, planning the pages, designing the site, and testing the booking links.
You know your studio. You know what your clients ask, what your instructors do differently, and why people keep coming back.
I bring an outside perspective and an understanding of what it feels like to be the new person trying to make sense of it all.
We talk through it together, and I turn those conversations into a website that feels like your studio and makes sense to the people you want to welcome.
Salt & Sage is a one-woman studio.
Website Checkup
$395The Website Checkup is for a website that is mostly doing its job but needs an experienced second set of eyes.
Maybe clients keep asking the same questions. Maybe people are visiting without booking. Maybe the studio has changed and the website hasn’t kept up.
I review the messaging, page structure, mobile experience, search basics, class descriptions, pricing, trust, calls to action, and booking path.
You’ll receive a written review with the 10 most important opportunities I see, why they matter, and specific recommendations for improving them. I’ll also tell you what’s already working and should be left alone.
Digital Presence Audit
From $950The Digital Presence Audit is for when you want someone to look at the whole picture.
I review every page of your website along with SEO, local search, AI search readiness, Google Business Profile, reviews, pricing, social media, class structure, booking flow, and opportunities for growth.
Most audits are 20 or more pages and include a separate Implementation Package: the titles, descriptions, FAQs, and copy for every fix, already written and ready to paste.
This is the service The Pilates Kitchen, Pilates Mariposa, and Arc Pilates and Movement received.
View a sample Digital Presence Audit →
Explore the Digital Presence Audit →
Website Implementation
From $1,750Website Implementation is the done-for-you option. I take the priorities from a Checkup or an Audit, or the list you already know by heart, and make the improvements myself: the copy, the structure, the search work, and the details in between.
This is the work Arc Pilates and Movement chose after their audit. Book Website Implementation within 30 days of your Digital Presence Audit and the full $950 audit fee will be credited toward the project.
Strategic Website
From $3,500The Strategic Website is for a studio that needs a complete new website.
We begin with your method, your classes, your clients, and what makes the experience inside your studio different.
From there, I handle the strategy, page plan, copy, design, development, mobile experience, booking integration, on-page SEO, and local SEO.
We work together to explain your classes, guide first-time clients, introduce your instructors, organize pricing, answer common questions, and make booking straightforward.
Most Strategic Websites include five to seven pages, analytics, guided launch support, a recorded walkthrough, and 30 days of email support after launch.
Social Media Strategy Audit
From $750The Social Media Strategy Audit is for the other half of your presence: the feed that brings people to the website in the first place.
I review your last 60 to 90 days of content and your analytics, your profile and bio, and whether what you post actually supports what you want people to book, whether that’s intro packages, privates, or teacher training.
You’ll receive content pillars with a recurring series for each, a practical six-week calendar built around a teaching schedule, a rewritten bio, and 15 to 20 ready-to-film post ideas, plus a 45-minute call to walk through all of it.
Two questions I answer from these audits
Frequently asked questions
Do you only work with reformer studios?
No. I work with classical and contemporary studios offering Reformer, Tower, mat, private, duet, virtual, and small-group instruction. Your website should be built around the way your studio actually teaches.
What should a Pilates studio website include?
A Pilates studio website should clearly explain your method, class types, pricing, intro offers, location, instructors, and where someone new should begin. It should also answer the practical questions that can stop someone from booking, including what to wear, what to bring, where to park, and what the first class will be like.
Can you build the website for me?
Yes. You don’t need an audit before beginning a Strategic Website. Website strategy is already included in the process. We can improve the website you have or build a complete new site together.
What does it cost?
The Website Checkup is $395. The Digital Presence Audit starts at $950. Website Implementation starts at $1,750. The Strategic Website starts at $3,500. The Social Media Strategy Audit starts at $750. Each one solves a different problem. You don’t need to purchase them in order, and an audit isn’t required before beginning a website project.
She wants to book. She’s just not sure she belongs there yet.
I know that feeling because I was her. If your studio would feel right once she walked in, your website should help her get that far. I read every inquiry myself and respond within two business days.
Work with me on your Pilates website