Project Overview
Furst Place MMA is a mixed martial arts gym in Hendersonville, Tennessee, offering MMA, kickboxing, no-gi jiu jitsu, and wrestling, with beginner-friendly coaching and a free first class.
This was a true launch project: the gym's domain was registered in June 2026 and the site went live weeks later. I built it in Astro with React components, structured from the start around how people in Sumner County search for a gym.
The Challenge
A brand-new website starts from zero: no domain history, no backlinks, nothing indexed. The site has to establish, quickly and clearly, what the gym offers, where it is, and which nearby towns it serves, because those signals are all a new domain has.
The audience is beginners. The site had to lower the barrier to walking in, one clear action, claiming a free trial class, rather than a maze of schedules and pricing tables.
My Role
The whole build was my work, from architecture to launch.
- Building the site as a static Astro app with React island components
- Designing the program and service-area page architecture
- Writing the local business structured data and local meta signals
- Hardening the site's security headers
- Connecting the trial-class funnel to the gym's CRM and GA4
The Solution
The site is 19 pages in three deliberate groups, each with its own sitemap: core pages (facility, coach, schedule, contact), four program pages, and eight “areas we serve” pages covering Hendersonville, Gallatin, Goodlettsville, and the surrounding Sumner County towns. Each program and each town gets its own indexable page, so the gym competes for local searches page by page instead of betting everything on the homepage.
Structured data does the local heavy lifting: a LocalBusiness block typed as a sports facility, with the gym's address, geo coordinates, class hours, social profiles, and an offer catalog of all four programs, plus FAQ schema on the homepage and Service and Breadcrumb schema on program pages, backed by geo meta tags.
The funnel is one action repeated: “Claim a Free Trial Class” appears throughout the site and lands on an embedded CRM form, with a site-wide chat widget as the low-commitment alternative and GA4 measuring it all.
Delivery is a static build hardened at the header level, with a locked-down security-header set and Google Search Console verification in place from launch.
Technical Highlights
Local-SEO silo from day one
Four program pages and eight city pages, each built to answer one local search, organized in dedicated sitemaps.
Hardened static delivery
Strict Content-Security-Policy with script hashes, HSTS preload, and frame denial on a static Astro build.
One-action funnel
“Claim a Free Trial Class” everywhere, backed by a CRM-embedded form and live chat.
Full local schema
A sports-facility LocalBusiness block with geo, hours, and an offer catalog, plus FAQ, Service, and Breadcrumb markup.
Results & Outcome
Verified Results
- The project went from domain registration (June 3, 2026) to a deployed build that Google already indexes, with the homepage, the kickboxing program page, and the Hendersonville city page appearing in results under their optimized titles (checked August 2026).
- The site shipped with 19 URLs across three sitemaps, LocalBusiness, FAQ, Service, and Breadcrumb structured data, and a strict Content-Security-Policy verifiable in its response headers.
Project Outcomes
- A new website launched with a complete local-search foundation instead of retrofitting one later.
- Each program and each nearby town has its own page competing for its own search.
- The trial-class funnel gives the gym one clear number to watch: inquiries.