Toe2Toe: Two audiences, one faster website

How WebJIVE rebuilt Toe2Toe’s website and took its kickboxing page from 56 to 96 on mobile PageSpeed

Toe2Toe Martial Arts & Self Defense Training is a veteran-owned martial arts school, gun shop and firearms training school in Conway, Arkansas. WebJIVE rebuilt its website on Jarvi, with one path for martial arts visitors and another for firearms customers, and a homepage 73% lighter on mobile. See the live site at conwaytoe2toe.com.

Client background and challenges

Toe2Toe serves two very different visitors: families and adults looking for martial arts and self-defense classes, and gun buyers and concealed carry students. It has 183 Google reviews averaging 4.99 stars. The old website was a WordPress site built with a page builder. Its homepage opened on a group photo with three large buttons, for a phone call, a trial class and the online gun shop, so both audiences shared one entrance.

On a phone, that homepage scored 57 on Google PageSpeed Insights, weighed 4.4 MB and had a Largest Contentful Paint of 8.3 s. Its sitemap also listed 18 leftover theme-demo pages, such as sample, header and footer templates.

When one business serves two audiences, give each one its own front door, and bring the old site’s links, posts and enquiries along.

WebJIVE's approach

• Two paths on one homepage: “Train hard” for martial arts and self-defense students and “Carry smart” for gun buyers and concealed carry students sit side by side, split by a red brush-stroke seam in the brand’s colors.
• A program finder: visitors filter classes for kids and teens, adults, women, firearms and low-impact training, next to a gun shop page and a step-by-step concealed carry path from the license class to the enhanced license.
• The real school, not stock photos: photos of the school’s own students, instructors and range days, Google reviews quoted word for word, and the owner’s story and credentials.
• Nothing lost in the move: all 19 blog posts kept their addresses and are credited to the owner as author, all 151 old addresses checked on the live site still resolve, and 2,735 past form entries from the old site now sit in Jarvi’s lead viewer.
• Booking where visitors look: the free trial week form is on the homepage, the Free Trial Class page and the Contact page.
• Built on Jarvi: the site runs on the WebJIVE platform, with Jarvi, WebJIVE’s AI website editor, set up on the live site so the owner can ask for changes by chat.

Results

Both sides were scored with Google PageSpeed Insights, median of 3 runs, mobile and desktop, on 2026-11-11, at the same page addresses the old site was measured at. At their own addresses, which the menus and sitemap link to, the rebuilt Concealed Carry License and Adult Kickboxing pages score 96 and 99 on mobile.

How martial arts and firearms businesses can replicate this playbook

• Ask for separate homepage paths for training students and firearms customers.
• Ask for a program finder with filters for the people and activities you serve.
• Use real school and range photos, real reviews and the instructor’s credentials.
• Ask for your existing posts, old links and past enquiries to come across to the new site.
• Put the booking form on the pages where visitors decide, and ask for a site you can change by chat.

Frequently Asked Questions

Who edits the site?

Toe2Toe’s site runs on the WebJIVE platform with Jarvi, WebJIVE’s AI website editor, set up on it. Changes are asked for in plain English by chatting with Jarvi.

How long does a Jarvi site take once content is approved?

Less than a day once the content is approved.

What happens to old pages and links?

For Toe2Toe, all 19 blog posts kept their addresses, and all 151 old addresses checked on the live site still resolve, either as the same page or by a permanent redirect to its new page.

What happened to past enquiries?

The 2,735 form entries from the old site were carried into Jarvi’s lead viewer, so the enquiry history stayed with the business.