UtahRun
Two confusing sites became one job each. The new one books the fitting.
UtahRun is a twenty-year-old run specialty store. A fitting there takes 45 minutes to two hours: a 3D foot scan, a pressure test, gait analysis on a treadmill, then an expert who picks the shoe. That service is the business. Neither of the store’s two websites said so. utahrun.com ran on a rigid industry platform and converted almost nothing. A Shopify store bolted on later sold shoes but looked like nobody’s brand. Mark Crosby hired me to give each site one job. The new utahrun.com exists to get a local customer into the store.
The bottleneck
Two sites, two personas, one approach. Customers were confused and the store’s real value never appeared.
The industry platform was built to manage inventory, not to sell a store. Its structure could not be changed, its analytics were thin, and it generated almost no conversions. The scan, the gait analysis, the hour with an expert, the reasons a runner drives past two competitors, appeared nowhere a first-time visitor would look. The most common customer, a woman over 45 who wants to walk without pain, had no idea any of it existed.
The rebuild
A local site that explains the fitting and books it. A shop that sells shoes. Nothing doing both.
Twelve pages, custom design, blog migration, built on Next.js so landing pages can ship fast for each customer type. The Fitting Experience page uses a scroll-driven animation to walk through the scan and gait analysis, because the process is the pitch. Services like bra fittings and foot scans each get a booking path. The shoe wall links out to the Shopify store and stops there.
Homepage hero, a mid-scroll frame from the fitting sequence, and the contact and booking page.
Above the fold
The fitting books from the first screen, before a single shoe is shown.
The claim, the proof, and the booking sit together in one viewport. Copy is written the way customers search, around the pain they feel, not around terms like gait analysis. A visitor who reads nothing else still leaves knowing this store does something the shoe wall down the road cannot.
The homepage first screen. The fitting leads, the inventory follows.
On every screen
Runners search from the trailhead and the treadmill, not from a desk.
On the phone the booking action stays fixed in reach and the fitting explanation runs in one thumb-length scroll. Store hours and directions sit one tap away, because the whole point of the site is the drive.
Homepage and the contact page on a 390px phone.
Classic Window Fashions
