Case Study

Weiler Academy
Wellness & Spa

Weiler Academy has been Green Bay's best kept secret since 2010. With a new location and expanded services, it was time to get the word out — starting with a full digital rebuild.

Brand Strategy UX Redesign Copywriting Information Architecture Paid Social Instagram GA4 Analytics Square Integration
Role
Integrated Marketing Lead (Contract)
Timeline
January 2026 – Present
Location
Green Bay, Wisconsin
Website
weileracademy.com
Skip to Summary  ↓
+25%
Monthly website sessions
+544%
Paid social traffic
96.8%
Site engagement rate
+210%
Instagram profile views
97.6%
New users in 2026
The Brief

Green Bay's best kept secret
was ready to be found.

The Challenge

Weiler Academy has been a fixture in Green Bay's wellness community since 2010, long known as the city's best kept secret, built on word of mouth and a fiercely loyal clientele. With a new location, expanded spa services, and a growing fitness and Pilates program, the brand had everything it needed to reach a much wider audience. The website had a navigation structure that didn't reflect the breadth of what Weiler had become. Social media lacked a defined identity or content cadence. It was time to get the word out.

The starting point was an honest audit of what needed to change:

  • No online booking — clients had to call to schedule
  • Generic page copy with no brand voice
  • Navigation didn't reflect the brand's philosophy
  • Instagram had no consistent aesthetic or strategy
  • No paid social presence or digital acquisition channel
The Approach

Rather than patching what existed, I started where the brand was most visible: social media. First came a full content strategy: defining the brand identity, visual palette, content pillars, and a publishing cadence that gave @weilergb a consistent, recognizable presence. From there I rebuilt the website from the ground up, rewriting every page with a unified brand voice and integrating Square for online booking. With the foundation in place, paid social campaigns launched to drive new traffic into a site that was finally ready to convert.

  • Full website UX redesign and brand-voice copywriting
  • Square booking integration for spa and fitness classes
  • Instagram brand identity and content framework
  • Paid social campaigns on Meta from strategy to launch
  • Monthly analytics reporting across all channels
01 — Website

A full rebuild —
UX, copy, and booking.

The existing site was disjointed. It lacked continuity, didn't tell the story of Weiler or the philosophy that is the DNA of the business, and the services were outdated with no way to book. For a brand built on a luxury, personalized experience, the website wasn't a reflection of what clients actually walked into. I rebuilt it entirely, from the information architecture to the last line of copy, and integrated Square for online booking for the first time.

Homepage
Before · July 2024
web.archive.org · weileracademy.com
Old homepage
No navigation visibleNav absent above the fold — no clear journey for visitors
Generic lobby videoPassive walkthrough with no brand story or emotional hook
After · 2026
weileracademy.com
New homepage
Experiential navigation systemPhilosophy · Move · Beauty · Relax · Heal · Fuel — lifestyle labels that communicate brand identity before a single click
Aspirational hero photographyCurated salt room imagery — immersive, emotionally resonant
Navigation — Before
MoveBeautyHealRelaxExperiencesFuelInformationProducts
Navigation — After
Philosophy ✦MoveBeautyRelaxHealFuelExperiencesProductsGenerations ✦
Kept Added ✦ Removed
Service Pages & Booking
Before · Dec 2024
weileracademy.com/facials
Old service page
"Green Bay's premium provider!"Generic, salesy — no brand voice or differentiation
BOOK NOW existed but wasn't connectedNo actual online booking — clients still had to call
After · 2026
weileracademy.com/move
New service page
Brand-voice copy throughoutEvery page rewritten — evocative, clear, consistent
Square integrated and liveFirst-ever online booking — spa services and fitness classes
02 — Website Analytics

Traffic grew.
New clients found Weiler.

4.5 months post-launch, every key metric moved in the right direction. The most telling number isn't the traffic growth — it's the 96.8% engagement rate, which confirms that the visitors being driven to the site are genuinely interested.

Monthly Sessions
+25%
1,580/mo → 1,982/mo in 4.5 months post-launch
Monthly Users
+30%
1,169/mo → 1,520/mo. New audiences finding the brand.
New Users in 2026
97.6%
Nearly all 2026 visitors are first-time users — net new audience reached.
Engagement Rate
96.8%
vs. industry average of 40–60%. Visitors explore, they don't bounce.
Bounce Rate
3.2%
Exceptionally low. Virtually no one arrives and leaves immediately.
Avg. Session Duration
3:07
Over 3 minutes per visit. High-intent, high-interest visitors.
Channel Volume Before/mo After/mo Change
Organic Search
1,0901,109 +2%
Paid Social
60383 +544%
Direct
348362 +4%
Organic Social
71108 +52%
Paid Search
<18 New
03 — Instagram

From inconsistent
to intentional.

The new @weilergb strategy was built on three pillars: consistency, storytelling, and brand standards. I developed a cohesive brand framework and publishing rhythm that gave the audience something to expect and return to.

Before · 2025
Instagram before
Mixed aesthetic, no defined palette or content system
After · 2026
Instagram after
Unified warm palette, editorial direction, brand voice in every post
Consistency
A publishing rhythm the audience could rely on, content that showed up regularly and predictably
Storytelling
Making the Weiler experience tangible: the people, philosophy, and education
Brand Standards
Palette, typography, and tone applied consistently across every post and format
+210%
Monthly profile views
+102%
Monthly comments
+58%
Total interactions/mo
75%
Reach from Reels

Results that
speak for themselves.

Case Study Summary

The goal was clear: build brand awareness, establish a digital presence that reflected the quality of the experience, and reach new clientele beyond the existing loyal community.

Weiler Academy came to me with an exceptional in-person experience and a digital presence that wasn't keeping up. In January 2026, I built the digital strategy from the ground up: a new content strategy and brand identity for social media, a full website rebuild with brand-voice copy across every service page, and Square booking integration that enabled online scheduling for the first time in the business's history.

The results followed. Monthly sessions grew 25% and unique users increased 30% in just 4.5 months. Paid social campaigns I built from scratch now drive 383 sessions/month, up from near-zero — a +544% increase. A 96.8% engagement rate and 3:07 average session duration confirm the traffic is high-quality and intentional.

On Instagram, a new brand identity, content cadence, and Reels-first strategy drove monthly profile views up +210% and doubled community engagement. 97.6% of 2026 visitors are first-time users — the clearest possible signal that the brand is reaching people it simply wasn't reaching before.

Ready to grow
your brand?

If you're looking for a strategic partner who builds the strategy, executes the work, and proves it with data — let's talk.

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