Six months with GoYoga Tallinn: building a studio people can find and choose

GoYoga Tallinn is a yoga and wellness studio at Narva mnt 7D, Block B, in central Tallinn. Its home is on the third floor, but a new student’s first visit often begins much earlier, on a phone, with a practical question. Which class suits me? Who teaches it? Where is the entrance? What is happening this weekend?

When the new site went live on 8 March 2026, our job was not simply to make those pages look better. We had listened to Raili Maripuu and the GoYoga team, identified where people were losing confidence or getting stuck, and built a clearer route from the first search to the studio door.

Start with the person choosing a class

A studio website has to work for someone who already knows yoga and for someone who feels unsure about stepping into their first class. It also has to keep pace with a real timetable, changing teachers and events that deserve more than a passing social post.

That gave us a straightforward brief. Make the studio easy to recognise. Explain the choice without overwhelming people. Give each teacher and event enough space to earn trust. Keep useful information close to the moment when somebody is ready to book.

GoYoga is choice and movement. This is not against MyFitness. It is beyond MyFitness: community, health and connection. The point is not to imitate a larger fitness business. It is to show why this particular room, with its own teachers and way of practising, may be the right choice.

Launch was the beginning of the work

The March launch gave GoYoga a public home in Estonian, English, Finnish and Russian. More importantly, it gave us a starting point. We stayed close to Raili after launch, watching the questions that arrived and improving the journey as the studio changed.

The public classes and practices pages help visitors understand the weekly choice. The teaching team is visible before anyone enters the room. Workshops, special evenings and retreats have a clear place in the events programme. Together, those pages answer the questions people actually ask.

Some periods are naturally busier than others. Holidays, weather and the rhythm of Tallinn all affect when people practise. The useful lesson was not to chase every quiet week with a louder message. It was to keep the information accurate, notice what people needed and respond with care.

What changed in the first six months

GoYoga’s public presence now reflects more of the life inside the studio. Regular classes sit alongside events. Established teachers and visiting practitioners can be understood in context. Newcomers can find practical details without having to piece them together from several places.

For the studio team, that brings a different kind of confidence. A change to the programme can be reflected online. A new teacher has somewhere credible to be introduced. A partnership can point people towards a useful page rather than a temporary announcement.

We have also kept part of the work private. Internal tools, commercial terms, detailed search work and formats that did not earn their place are not material for a public case study. The customer experience and the measured change are what matter here.

Measured change, with honest limits

GA4 shows a marked difference during the partnership. The comparison below uses the same-length periods from 1 March to 11 September in 2025 and 2026. These figures show how goyoga.ee changed year on year; they do not claim that one website decision caused every gain.

The numbers matter because they sit beside a recognisable improvement in the journey. More people can reach the site, understand the studio and take a sensible next step. The continuing work belongs to GoYoga too: the classes held, teachers welcomed, events run and care shown when somebody asks a question.

A fresh chapter, built together

Six months in, the website has not replaced the practice. It has made the path to that practice clearer. Raili and the team can keep shaping the studio while its public presence moves with them, rather than falling behind.

That is the momentum we wanted to create: not a short burst around launch day, but a studio that feels current and open whenever somebody finds it. The mats are still on the third floor at Narva mnt. More people now have a clear reason, and a clearer route, to reach them.