The Tai Chi Walker

A publication that feels like a magazine

Tai Chi websites tend to look alike: the same symbols, the same misty mountains. The Tai Chi Walker needed to feel different, closer to a printed walking magazine than a wellness brand, so that thoughtful readers take it seriously from the first page.

We gave it a plain, light look, a readable typeface, one calm green and real photographs of walking ground. Each article opens with its own picture, text is set at a comfortable width, and everything reads easily on a phone.

The result is a site that looks established from day one, and that does not ask readers to join a class or buy anything.

Walking boots planted on a mossy rock beside a river

The Articles page of The Tai Chi Walker, listing five topics and the latest articles with photographs

Writing that goes live without fuss

A publication only works if it is easy to keep publishing. Each new piece slots straight into the home page, its topic and the article list, with its own photograph, reading time and links to related reading.

The publication launched with eight articles. Less than two months later it has eighteen, across five topics: walking and balance, Tai Chi principles, long-distance walking, mobility and healthy ageing. Ten of them went live in a single day.

Older articles show an updated date when they are revised, so readers can see the site is being looked after.

Found in search within days

A new site starts with no audience at all, so being found matters from the start. We set the site up so that search engines can understand every page, with clear titles and descriptions, a page for each topic, and sensible links between related articles.

It worked quickly. Google began showing the site in search results within two days of launch, and by early November the site had appeared in results around 360 times, with its articles typically sitting about seventh in the results where they appeared. These are early figures for a brand-new site, and the new articles are only just being published, but they show the foundation is doing its job.

A walker on a coastal path along the top of green cliffs above the sea

A lone walker crossing a misty field towards the trees

Readers stay in control

The publication wants to know which articles are read, without tracking people who would rather not be tracked. A short banner lets each visitor accept or decline analytics, the choice is remembered, and a link in the footer lets them change their mind at any time.

The privacy page says plainly what is and is not collected. For a publication whose readers value calm and trust, that openness is part of the brand.

Looked after, so the writing comes first

eplatforms hosts the site, keeps it secure and looks after updates, so the people behind the publication spend their time on the writing rather than on running a website. Pages load quickly for readers wherever they are, and there is nothing for the publication to maintain.