My Muscle Chef

Muscle meals delivered to your door

The Brief

My Muscle Chef – a nutritious meal plan delivery service designed for busy working professionals – approached us to help increase their brand awareness, add more traffic to their website, increase conversion rates and create a strong and credible name in the competitive, ever-changing climate of the health and fitness industry. We knew that the best way to go about this would be to rejuvenate their website which was not created with an SEO focus. Our sole focus was to use a creative digital marketing approach to meet their goals. Our AdWords campaign was designed to revert customers back to the My Muscle Chef website when they had previously dropped off.

When we had provided a brief to them, they decided to take up our offer for the promise of increased sales and a reputation that would outlast the campaign itself. They were expecting tangible results but not to the extent we created, which was incredibly positive results.

The Vision

My Muscle Chef’s existing website was too simple and threadbare, with not enough information to prompt users to go all the way to making a purchase of a meal plan. We found that the website had a bounce rate of 20%, and with heatmapping we found that users were also making it to the cart phase and abandoning their purchase at the last minute. They needed more traffic, and the kind that generates leads and revenue, and we were excited to make an impact.

  • Increase website traffic
  • Decrease bounce rates
  • Increase brand awareness and credibility
  • Increase conversion rates

We made My Muscle Chef comfortable enough to involve themselves in the AdWords campaign, search and display marketing and Google remarketing tactics. We wanted them to feel like they were supported every step of the way, involving them in approving keywords and SEO strategies we had put into place to ensure we could exceed their expectations. They trusted that we would be able to increase their brand’s reputation and focus on increasing conversions to increase sales.


Our main objective was to show users that the My Muscle Chef website was a trusted and knowledgeable voice in the health and fitness industry. Even more so, we wanted to demonstrate to potential customers the value the meal plan delivery service could add to their lives. My Muscle Chef’s website is their primary point of contact with customers so it was essential that customers would find a convenient, easy-to-understand user journey that ultimately lead to a sale through the website. Combining this with an intelligent remarketing, search and display digital marketing strategy would also result in users spending more time on their website and create a greater chance of them signing up to the meal planning delivery service.

Results so far

My Muscle Chef was astounded with the ongoing success we continue to generate for the brand. In the year and a half that we have worked with them, we have created a sales and revenue increase of more than 300%! Due to this rapid expansion, My Muscle Chef is upsizing their production warehouse to facilitate growth for their ever-growing meal plan delivery service. To make sense of just how strong their results have been, it is important to note that in one year, we increased their website traffic by 93.7%, improved conversions by 92.8% and an overall conversion rate of 82.4%. Eighteen months later, we continue to stand beside My Muscle Chef as their business booms and they couldn’t be happier.

The Projects Success


Overall Business Revenue

Increase in traffic by 93.7%. Increase in conversions by 92.76%. Increase in conversion rate by 82.42%.

  • 93.7%

    Increase in Traffic

  • 92.76%

    Increase in Conversions

  • 82.42%

    Increase in Conversion Rate

  • 42.33

    Increase in Pages per Session

  • 36.64

    Increase in Average Sessions Duration

  • 24.2%

    Improvement in Bounce Rate

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