Case study 02 · Virtual assistants · Netherlands

Melisva: a brand-new business that looked established from day one.

Melisva provides virtual assistants to fitness and wellness businesses, from CrossFit boxes to Pilates and yoga studios. It came to us with no website and only a rough idea of how to present itself. We built the whole site from scratch, in English and Dutch, and it went live looking established on the very first day.

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Written and reviewed by the Penguina team

The businessVirtual assistants for fitness and wellness
WhereThe Netherlands
With PenguinaBuilt, then 3 months of care
Where we startedNo website at all

Live at melisva.com

Who they are

An assistant service built for gyms and studios.

Melisva was founded by Melissa to give fitness and wellness businesses a virtual assistant who understands how they work. Its clients range from CrossFit boxes to Pilates and yoga studios, and it works in both English and Dutch.

Owners who hire an assistant are trusting a stranger with their members, their diary and their inbox. So before anyone books a first call, they want to know exactly who Melisva is, what it does and how it works.

  • Clients: fitness and wellness business owners
  • Two working languages: English and Dutch
  • First contact: a free discovery call

In one sentence: we turned a new business with no website and a rough idea into a complete, two-language site with a clear story and a single next step, then kept looking after it so it improves with what visitors actually do.

What was the starting point?

A blank page. Melisva was brand new, with no website and only a rough idea of how to present the business. There was no old site to fix, no visitor data to learn from and no reviews yet to lean on.

Starting without a website puts a new service business behind straight away. 83% of small businesses now have a website, up from 64% in 2018 (Clutch, 2025). A fitness owner comparing assistants will look for one. If they can't find it, or it looks unfinished, the decision is usually made before anyone talks.

Why does a new business need to look established?

Because trust comes before the first call, not after it. An owner thinking about an assistant is asking quiet questions. Is this a real business? Will they understand my studio? What does it cost? What systems do they use? Will they keep my members' details private?

A new business can't answer those with years of history. It has to answer them with a clear, complete, confident website that reads like it has always been there.

What did we have to work out first?

Before building a single page, we worked out the story. What problem does a studio owner have? What changes when they get an assistant? Which services exist, and in what order should someone read about them? The answers became the shape of the whole site.

Why build in two languages from the start?

Melisva works in English and Dutch, and its clients do too. Adding a second language later often means a second-class copy that falls out of date. Building both at once meant every page, every service and every answer exists properly in both, with a simple switch between them.

The story we built

One clear path, from first look to first call.

A fitness owner reads the site in this order. Each part answers the question the last one raised, and it all ends in one place.

The problem

Opens with the problem a fitness or wellness owner already recognises in their own week.

Answers: is this for me?

What changes

Shows life with an assistant who understands fitness and wellness businesses.

Answers: what would change?

8 services

Lays out each service clearly, so owners can see exactly what they would hand over.

Answers: what can they do?

How it works, in 5 steps

Takes the mystery out of getting started, from first contact to working together.

Answers: is it easy to start?

Before and after

Makes the difference concrete, so an owner can picture their business with help in place.

Answers: what will it look like?

A free discovery call

One clear next step at the end of the story, in both languages.

Answers: what do I do next?
What we built

A complete website, ready on launch day.

Each item is part of the live site. Nothing here is a plan or a mock-up.

English and Dutch, with a switch

A complete website in both languages. Visitors choose once and every page follows.

A clear story

The problem, what changes, 8 services, how it works in 5 steps, and a before and after.

A form that qualifies leads

The discovery call form asks business type, number of locations and what they need, up front.

An FAQ for the first call

Answers what owners ask before they talk: pricing, systems, confidentiality and getting started.

Hosting, security and backups

Looked after from day one, so a new business doesn't have to think about the technical side.

Three months of care

After launch we watched how visitors moved through the site, so each update was based on what owners did.

The discovery call form

Every enquiry arrives already explaining itself.

A plain "name, email, message" form makes the business owner do detective work on every enquiry. Melisva's form asks the three things that matter before a first call: what kind of business it is, how many locations it has, and what it needs help with.

  • Melissa knows who is calling and why, before the call
  • Owners feel understood from the first click
  • It works the same in English and Dutch

The drawing is a simplified illustration of the form, not a copy of it.

From blank page to launch

How a new business got its website.

Stages in the order they happened. The work didn't stop at launch, it changed shape.

Mid-2026The start

No website, and a rough idea.

We started with questions, not designs. Who are the clients? What do they struggle with? What should they do after reading the site?

Stage 2The story

The shape of the site, written down.

  • The problem and what changes
  • 8 services, and how it works in 5 steps
  • A before and after, and an FAQ for first-call questions
Stage 3The build

Two languages, one form, and safe hosting.

Every page built in English and Dutch with a language switch. The discovery call form set up to qualify leads. Hosting, security and backups in place before launch.

Launch dayLive

Live, and looking established.

A complete story, two languages and a working form from the first day. A new business that looked like it had been around for years.

Months 1 to 3Looked after

Watching what fitness owners opened.

For its first three months we watched how visitors moved through the site and which services they opened, so each update focused on what owners actually looked for.

Penguina
Monday, 8:00

Hi, a good week. Two new discovery call requests.

Protect
  • Online all week, in both languages
  • Discovery call form tested in English and in Dutch
  • Backups made, updates done
Capture
  • New requests: (yoga studio, 1 location), (gym, 2 locations)
  • Most opened service this week: help with member emails
  • Idea: add a short example of a week with an assistant to that service page. Want a draft?
Next
  • Check the Dutch pages match last week's English changes
  • Add one new FAQ answer
  • Speed check on phones

Names and numbers changed for illustration.

The first three months

A new site learns from its first visitors.

A brand-new business has no history to guide it. So for the first three months we watched how visitors moved through the site and which services they opened. That showed what fitness owners actually cared about, and each update focused on that, not on guesses.

  • Which services got opened, and which got skipped
  • The discovery call form, tested in both languages
  • Both language versions kept in step
  • Hosting, security, backups and updates

See the weekly note and monthly page

Day onelive and looking established from the first day, in two languages
The result

One clear next step, and enquiries that explain themselves.

Every visitor has one obvious thing to do: book a free discovery call. And every enquiry arrives already telling Melissa who the business is and what it needs, so the first call starts in the right place.

Melisva is a young business, and it's early days. We don't publish its enquiry numbers, and we won't claim results that haven't happened yet. What it has is a site that does its job from the first visitor onwards.

What this means for your business

New businesses don't get a second first impression.

If you're starting out, or you've been running on word of mouth with no site at all, this is what Melisva's story means for you.

You have no website yet

Our starter website add-on is for exactly this. Price on request, quoted after your first fix.

Starter website

You run a studio or gym

Melisva's clients are fitness businesses. We look after websites for yoga, pilates and training too.

Fitness and movement

People ask the same questions

An FAQ that answers them before the first call saves you time and builds trust.

New pages and answers

Enquiries arrive half-explained

We list your enquiries by name in your weekly note, and help your form ask the right questions.

Your enquiries, by name
Questions

Questions about this case study.

Something else? Ask in the chat, email hello@penguina.website or WhatsApp us.

Do you build websites from scratch?

Yes, for businesses that don't have one yet. That's our starter website add-on, priced on request after your first fix. Full redesigns of an existing site are not part of the monthly plans. If you need one, we quote it separately and you decide.

Can you build my site in two languages?

Yes. Melisva's site is fully in English and Dutch, with a language switch. Tell us which languages your customers use and we'll include it in your quote. Each language is built properly, not as a machine copy nobody checks.

Who wrote the words on Melisva's site?

Shaping the story was part of our work, done together with the founder. Anything that speaks for a business is approved by its owner before it goes live. That's true for every client, on every page.

What happens after a new site launches?

That's when the useful learning starts. We watch which pages and services visitors open, test the forms regularly, keep the site backed up and up to date, and suggest small improvements in your Monday note.

Why don't you show how many enquiries Melisva gets?

Because those numbers belong to Melisva, and because a young business deserves time before anyone judges it on numbers. The only figures we publish are ones the client has approved. For Melisva, that's the fact it went live looking established, in two languages, from day one.

Do I need to know what I want before I contact you?

No. Melisva started with a rough idea. Working out the story is part of the job. Send us a few lines about your business by email or WhatsApp and we'll start there.

Keep reading

Related pages.

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Sources for the figures on this page
  1. Clutch small business website report, August 2025
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