Challenges Faced by Health & Fitness E-Commerce Websites
This client, operating within the competitive health and fitness industry, had an exceptional catalogue of high-quality products—but they needed a website that matched the same standard. They required a first-class online store that not only reflected their brand ethos but also served a clear purpose in guiding users smoothly from browsing to purchase.
Before partnering with Market Pilot Agency, the client sold exclusively through Amazon and had no dedicated website. Our goal was to build a strong, conversion-driven e-commerce platform that allowed them to stand out in an incredibly saturated marketplace.
A key focus of our strategy was ensuring that every element of the brand was communicated authentically and consistently—especially their commitment to quality and natural product benefits. Each brand component needed to reinforce the business’s unique value proposition and resonate with their target audience.
By aligning all design and communication elements cohesively, Market Pilot Agency positioned the client as a trusted leader within their niche. This foundation of trust plays a vital role in influencing user behaviour and guiding shoppers confidently through the purchasing journey.
The Solution
When this client approached Market Pilot Agency, they came equipped with a collection of hand-drawn illustrative assets that had been specially created to help shape their brand’s visual identity. These initial illustrations, along with the client’s clearly defined design vision, provided valuable insight into their stylistic direction and creative expectations.
Using these assets as the foundation, we began transforming the client’s conceptual ideas into a cohesive and engaging digital experience. We expanded the illustrations across the website’s core pages, elevating the visual identity while ensuring every element remained aligned with the brand’s core values.
To enhance the impact of the original assets, our design team introduced additional creative touches that helped communicate the purpose of each product more intuitively. The goal was to build instant visual associations—allowing users to easily understand each product’s intent at a glance, without unnecessary cognitive effort.
Beyond the main graphics and mascots, we crafted unique background imagery tailored to individual product pages. These included subtle ingredient-based visuals and supporting design elements chosen intentionally to reinforce product benefits and unify the brand aesthetic across the entire website.
On the development side, the client required full eCommerce functionality to enable customers to browse, purchase, and manage orders with ease. To achieve this, Market Pilot Agency integrated WooCommerce into a custom WordPress build, ensuring a secure and seamless shopping experience.
As with all of our projects, we placed strong emphasis on mobile optimisation. From responsive typography and interactive sliders to forms and product pages, every component was crafted to perform flawlessly on mobile devices—often delivering an even smoother experience than desktop.
The Client
Founded in 2017, this UK-based health and wellbeing supplement brand has quickly established itself as a trusted provider in the industry. They develop and market a diverse range of natural, vegan-friendly products, each crafted with premium-quality ingredients. Their commitment to authenticity, purity, and product innovation is what sets them apart—offering customers unique formulations that support a healthier, more balanced lifestyle.
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