Six Moments in a Melbourne Gym-Goer's Tuesday

A Tuesday in Melbourne is full of small decisions about exercise, and several involve a quick search. Here are six moments from an imagined day, each showing what a gym, studio or trainer page can answer before anyone picks up the phone.

1. 6:15 am, a morning run past a gym in Fitzroy. The runner wonders when it opens on weekdays and whether a trial is possible. If the hours are on the page, she has her answer on the footpath.
2. 8:30 am, on the tram. A commuter thinks about yoga after work. He wants to see which classes suit a beginner, and whether the studio is near his stop in Brunswick.
3. 12:45 pm, at the desk. A worker in South Yarra looks for a personal trainer who takes lunchtime sessions. A line saying which days and times a trainer is available settles the shortlist.
4. 3:30 pm, school pick-up. A parent searches for a dance school. Age groups, styles and term dates are the facts she needs.
5. 6:00 pm, after work. Someone wants a spa treatment as a gift. Treatment names with a short description, and a way to book, make the choice.
6. 9:30 pm, on the couch. The commuter from the morning returns to his shortlist and picks the studio that explained itself best.

What these moments share

None needs clever design. Each needs a simple fact: a time, a class level, an address or a booking route. A free page from Seliee can hold all six answers in a few short paragraphs.

The facts behind each moment

Look closely and every moment turns on something small. The runner needs opening hours, the commuter needs a class level and a tram stop, and the lunchtime worker needs a time slot. The parent needs an age range and term dates, while the gift buyer needs a treatment name and a booking route. If you wrote down the six facts your own customers look for, you would have most of a page already, and none of it would need a photograph.

Tone

Write as you would speak to a nervous newcomer at the front desk, welcoming and clear, with no big promises about results. The page works through the evening, long after the doors have closed.