A new way to train. Their customers love it, but when they tell their friends, those people could not find the website. The obscure name "The Code" was getting lost in millions of other websites related to code but unrelated to personal training. So we amplified the wording on the site and increased the rankings dramatically. "The Code Gym", or "The Code Personal Training Studio", or even "Personal Training Studio Lane Cove". Much easier to find now, and as a bi-product the entire website is easier to understand.