Fit Mumz website audit

Summary

Overall: AMBER
The site works and Natalie's story, qualification and TV feature build trust. But it doesn't help mums book or pay, has 2 dead buttons, no social links, and doesn't show up for pre/post-natal searches.

Links & buttons work	2 dead buttons, slash-404s; pop-up link works
Booking & selling	No prices, times, booking or payment
Google & SEO	Ranks for her name, not for pre/post-natal searches
Speed	Heavy videos + photos
Trust (story, reviews, TV)	Qualified, Expresso TV feature, testimonials
Social & follow-up	No social links, no sign-up, no analytics

Top 3 to do first

Dev fixes the 2 dead buttons + event pop-up (list below).
Natalie sends the dev her class times + prices for a Booking page with a WhatsApp button.
Natalie starts asking every class for Google reviews.

1. Broken & not linking

I checked all 7 pages, the info PDF, every link, image, phone/WhatsApp/email link and video. Everything not listed here works (phone, WhatsApp, email, Google Maps link, PDF, YouTube and Facebook videos, all images).

Fix now2 buttons go to a dead page

Problem: On the Expresso Gallery and Video Gallery pages, the big "About Us" and "Get In Touch" buttons link to hbook.co.za/fitmumz-about-us and hbook.co.za/fitmumz-contact-information. Both show "page not found" (404).

Fix: Point them to /about-us and /contact-information on fitmumz.co.za.

Who: Dev

Fix soonEvent pop-up: works, but weak

Problem: The pop-up appears 3 seconds after the home page opens and the ticket link goes to the right place (Arena X, R200). But the link is a long plain-text web address, not a button; there is no Quicket link; the flyer image has no description (alt text); it pops up on every visit; and it's only on the home page.

Fix: Big "Buy ticket (R200)" button, a second "Free RSVP on Quicket" link, alt text on the flyer, show once per visitor, plus a banner on every page until 5 Dec.

Who: Dev

Screenshot: Event pop-up: works, but weak

Fix now"Book Now" doesn't book

Problem: Every page has a Book Now button, but it only opens a box with a phone number, WhatsApp and email. No class times, prices, or way to book or pay.

Fix: Add a booking page with timetable + prices and a WhatsApp message already typed in (see Opportunities).

Who: Dev + Natalie (times, prices)

Fix nowNo Instagram or Facebook links

Problem: No page links to Natalie's Instagram or Facebook. The footer only has phone, WhatsApp and email. There is also no contact form.

Fix: Add Instagram + Facebook icons in the header/footer, and a short contact form with a POPIA consent tick-box.

Who: Dev + Natalie (which accounts)

Screenshot: No Instagram or Facebook links

Fix soonOdd bullet symbol

Problem: Lists on the home page use "۰" (an Arabic-script digit) instead of a normal bullet •. The text itself is fine (UTF-8).

Fix: Swap ۰ for • (11 places on the home page).

Who: Dev

Fix soonTypos on the home page

Problem: "Promotes musce tone", "every women should", "All sessions are schedule accordingly". About page: "this research that lead us". Also worth a look: "beached whale" wording (Natalie's call).

Fix: muscle / every woman / scheduled / led.

Who: Dev (Natalie approves wording)

Fix soonPages break with a slash at the end

Problem: fitmumz.co.za/about-us/ (with a / at the end) shows "page not found". Same pattern for the other pages. Links shared on WhatsApp/socials often get a slash added.

Fix: Redirect the slash version to the normal page (one server rule).

Who: Dev

Screenshot: Pages break with a slash at the end

Fix soonAddress mismatch for Google

Problem: The hidden business info for Google (schema) says 44 Belvedere Road, 7700. The site says 32 Watussi Drive, Bayview. Google may show the wrong one.

Fix: Use the same address everywhere (site, schema, Google Business Profile).

Who: Dev + Natalie (confirm address)

2. Tech & Google check

Speed	Home page loads 4 background videos (files total about 32 MB) plus images. Image Gallery page: 54 photos, 5.7 MB. Home page took ~4 s to finish loading in my test (one test, not a lab score; Google's PageSpeed tool hit its daily limit when I tried).
Titles & descriptions	Every page has a title and description ✅. Expresso and Video pages share the same description. Titles don't include "pre/post-natal" or "FitMoms".
Headings (H1)	Every page's first H1 is "Book Now" (the button). Home also has "Notice" as an H1. Google reads H1 as the page topic.
Image descriptions (alt)	58 images have no alt text: 53 on Image Gallery, 4 on Expresso, and the event flyer on home.
Share preview (Open Graph)	Only the home page has share tags. Other pages show no image when shared on WhatsApp/Facebook.
Google business info (schema)	Present on home only. Wrong address (see above), no map pin, no links to socials, no price range.
Sitemap & robots	robots.txt is open ✅. Sitemap last updated 2020, misses some pages, and lists www addresses while both www and non-www work (no main version set).
Favicon	Missing: `/favicon.ico` is 404, so browser tabs and Google results show a blank icon.
SSL	https works ✅ and http forwards to https ✅ (temporary 302, should be permanent 301).
Analytics	No Google Analytics, Tag Manager or Facebook Pixel found in the page code. Dev says Search Console is set up (not visible from outside, unconfirmed).
Google Business Profile	Site doesn't link to it. Not checked in this audit whether the profile is verified or has reviews.
Mobile	Mobile viewport tag ✅; pages fit a phone screen in my 390px screenshots ✅.

3. What Google shows

A search snapshot taken 31 Oct 2026. Results change by person, device and day, so treat these as a rough guide.

"Fit Mumz Cape Town"	✅ Her site is #1 (About page) and #5 (home). Also showing: her Instagram, Facebook, TikTok, a Facebook post about the 5 Dec event, and a directory listing (magicpin) that places her in Mitchells Plain.
"fit moms Cape Town"	🟠 Her site is #3. #1 and #2 are "Fit Mom Cape Town" (Chloë K) on Facebook and Instagram. Also: Strollerfit, Peak Biokinetics, The Fit Mom SA.
"pre natal exercise Cape Town"	🔴 Not in the top 9. Showing: The Movement Lab, Peak Biokinetics (Healthy Moms), Peak Movement, Pilates Cape Town, Stroller Fit, GlowFit Training, Serendipity Wellness, Strong Mum Studios.
"post natal fitness Cape Town"	🔴 Not in the top 9. Showing: The Movement Lab, GlowFit Training, Stroller Fit, Strong Mum Studios, Cape Town Strength & Conditioning.
"fitmumz (no city)"	⚠️ All top results are FITMUMZ in Auckland, New Zealand (fmfc.co.nz, facebook.com/fitmumz). Hers isn't on page 1.

4. Gaps

Prices & timetable	Nothing on the site. Mums need to know when and how much before they message. Who: Natalie writes it, dev adds a page
Online booking / payment	No way to book or pay a deposit. Who: Dev
About Natalie	Story + HFPA qualification exist ✅ but no photo of Natalie with it, no "why train with me" points. Who: Natalie (photo), dev
Testimonials	3 good long ones ✅, but no names/photos on some, no Google reviews shown, not on the home page. Who: Natalie collects, dev shows on home
FAQ	Missing: "Is it safe in my 1st trimester?", "How soon after birth?", "After a C-section?", "What do I bring?". Who: Natalie answers, dev builds
Blog	None yet. First post is written (see blog preview). Who: Dev adds
Map	Contact page has a map picture linked to Google Maps ✅; no live map on the page. Who: Dev (optional)
Floating WhatsApp button	WhatsApp link exists, but hidden in menus/footer. No message pre-typed. Who: Dev
Newsletter / sign-up	No way to collect emails or WhatsApp numbers for future classes and events. Who: Dev + Natalie
Privacy policy (POPIA)	None. Needed once there's a form, sign-up or booking. Who: Dev (template), Natalie approves
Name clash	Search for "fitmumz" also shows FITMUMZ, a New Zealand brand (Auckland) with its own site and socials. Always say "Fit Mumz Cape Town" in titles and bios. Who: Natalie + dev

5. Where the site can make money

Ranked by what each one brings in vs. how much work it is.

1. WhatsApp booking button
A floating green button on every page that opens WhatsApp with a message already typed: "Hi Natalie, I'd like to book a Fit Mumz class. I'm __ weeks pregnant / __ months postnatal." Fastest win: more enquiries, already qualified.
Impact: High · Effort: Low · Who: Dev
2. Timetable, prices + deposits online
One page with class times, prices and a pay link (Yoco/PayFast payment link or a booking tool). Taking a deposit cuts no-shows and makes Book Now real.
Impact: High · Effort: Medium · Who: Natalie sets prices, dev builds
3. Class packs & packages
Sell bundles instead of single classes: e.g. "Pregnancy 8-class pack", "Back after baby 6 weeks", "Mum & baby". Gift vouchers for baby showers. More money per client, paid upfront.
Impact: High · Effort: Low · Who: Natalie decides, dev adds
4. Fill the 5 Dec event from the site
Banner on every page with "Buy ticket R200" (Arena X) + Quicket RSVP, and a sign-up for mums who attend so they can be followed up for January classes.
Impact: Medium–High · Effort: Low · Who: Dev
5. Google reviews + Google Business Profile
QR card at every class asking for a Google review; link the profile on the site; post the timetable and events there weekly. Reviews win the local "near me" searches.
Impact: High · Effort: Low · Who: Natalie
6. Free "Postnatal starter guide" sign-up
She already has an Information Guide PDF on the site. Turn it into a free download in exchange for name + WhatsApp/email, then send new class dates to that list.
Impact: Medium · Effort: Low · Who: Natalie + dev
7. Blog + FitMoms wording
Monthly blog posts using "Fit Mumz Cape Town", "fit moms Cape Town", "pre-natal / post-natal exercise Cape Town". First post is ready (it ends with a thank-you link to Hers Consultancy).
Impact: Medium · Effort: Low · Who: Natalie (topics), Hers writes, dev posts
8. Clinics & corporate wellness
Her About page lists professionals and advisors (incl. Rondebosch Medical Centre and Melomed Gatesville). A "Refer a mum" card for doctors/midwives, and lunchtime classes for companies with pregnant staff.
Impact: Medium · Effort: Medium · Who: Natalie

Send to the dev

Copy and paste this to the web developer.

Hi, thanks again! For the redesign, please include these fixes:

1. Expresso Gallery + Video Gallery pages: the "About Us" and "Get In Touch" buttons link to hbook.co.za/fitmumz-about-us and hbook.co.za/fitmumz-contact-information (both 404). Change to /about-us and /contact-information.
2. Trailing slash 404: fitmumz.co.za/about-us/ (and other pages with a / at the end) return 404. Please 301-redirect to the no-slash URL.
3. Pick one main domain (www or non-www): 301-redirect the other, add a canonical tag on every page, and make http→https a 301 (now 302).
4. Event pop-up: make the Arena X link a button "Buy ticket (R200)", add "Free RSVP on Quicket" (https://www.quicket.co.za/events/406156-fit-mumz-strong-mumz-strong-families-fun-with-fitness/), add alt text to the flyer, show it once per visitor (cookie), and add a small event banner on all pages until 5 Dec.
5. Replace the "۰" (Arabic-digit) list symbols with normal bullets • (home page).
6. Typos: "musce"→"muscle", "every women"→"every woman", "schedule accordingly"→"scheduled accordingly", About: "lead us"→"led us".
7. Schema (LocalBusiness JSON-LD): address says 44 Belvedere Road 7700; please use the studio address shown on the site (32 Watussi Drive, Bayview), add geo, sameAs (Instagram/Facebook), and put it on the contact page too.
8. One H1 per page with the page topic (now the first H1 is "Book Now"; home also has "Notice" as H1).
9. Alt text on all images (58 missing: 53 on Image Gallery, 4 on Expresso, the event flyer on home).
10. Open Graph share tags (title, description, image) on every page, not just home.
11. Speed: home page loads 4 MP4 background videos (~32 MB files) – please use preload="none" + a poster image, or YouTube. Compress gallery photos to WebP and lazy-load (Image Gallery = 5.7 MB).
12. Add a favicon (/favicon.ico is 404).
13. Update sitemap.xml (last modified 2020) with all current pages + the blog, and submit it in Search Console.
14. Add Instagram + Facebook icons in header/footer; add a floating WhatsApp button with a pre-typed message.
15. Add a contact/booking form with a POPIA consent tick-box, plus a Privacy Policy page.
16. Add Google Analytics 4 (or GA4 via Tag Manager), and please add my Gmail as a user in Search Console.
17. Remove the empty phone link in the contact page code (a second tel: link with no text).
18. Footer credit on every page: "Website & marketing support: Hers Consultancy" linking to https://hers-free-audit.pages.dev/ (normal followed link, not nofollow).
19. New pages for the redesign: Timetable & Prices (with booking/pay link), FAQ, Blog.

Thank you!

WhatsApp summary

Fit Mumz site check ✅🟠🔴
1. 2 buttons (Expresso + Video pages) go to a dead page – dev fix
2. "Book Now" has no times, prices or booking – biggest money leak
3. No Instagram/Facebook links, no contact form, no analytics
4. Event pop-up works (Arena X R200) but needs a proper Buy button + Quicket
5. Google: #1 for "Fit Mumz Cape Town", not in top 9 for pre/post-natal searches
6. Quick wins: WhatsApp book button, class packs + deposits, Google reviews

→ Preview Natalie's first blog post

Checked by visiting the live site on 31 Oct 2026. Not checked: Search Console data, Google Business Profile, form submissions (there's no form). Website & marketing support: Hers Consultancy.