Use Your Fitness Website to Provide Value and Generate More Leads
In this day and age, you can’t rely solely on your Instagram profile. A website is a must for fitness coaches. Not only is it there for when Instagram goes down (and we know it does!) it’s a whole marketing channel that is relatively low-cost to manage but can return you way more than just a few likes and comments.
Your website is an extra salesperson. When you take into consideration the additional traffic they can bring, the sales funnels they can support and the information they can house for your clients, setting one up and getting it optimised is as beneficial as hiring an extra salesperson. Without the salary and bonus structure.
Websites for coaches and personal trainers should showcase your expertise and credibility as an online coach and provide value to potential clients and encourage them to take action. In this blog, we’ll explore the strategies and tactics you can use to optimise your fitness website for conversions and turn your visitors into paying fitness coaching clients.
1. Understand Your Target Audience: Who Are You Trying to Reach?
If you haven’t done so already, create a buyer persona or client avatar to help you visualise the type of client you’re looking to speak to through your fitness website and all of your digital communication.
Ask yourself questions like, your ideal client’s…
- Age and gender
- Job title/industry
- Educational background
- Online presence (what times of day are they on social media, do they use social media?!)
- Goals and aspirations
- Pain points
To name a few.
Of course, there are more and you can manage with less, but that list will get you a good understanding of how to aim your tone of voice and general content.
Now that you know who you’re ideal client is, start building your website content around this persona. Imagine that you’re speaking to them, helping them with their pain points all whilst establishing yourself as an authority in your fitness niche.
Take Studio Unlimited coach, Aisling Vaughan, as an example. Her website ayrie.ie is entirely built around her target market of women looking to better their fitness, lifestyle, wellbeing and mindset.
As a Studio Unlimited coach, Aisling has the Graph.Fit team on side as her very own graphic designers and web developers.
2. Create Effective Calls-to-Action: Encouraging Visitors to Take Action
A lot of our own coach’s from the Asset Academy and Studio Unlimted use lead generators in order to gain an email address or the contact details of a potential client. So this is where it’s key to use several calls-to-action or lead capture forms that are strategically placed on key pages such as your homepage or about page.
We work with some of the best in the business and the Fitness Entrepreneur is 100% one of them. Phil Graham’s website includes not one but two clear calls to action within the hero section (the top part of the site).
Creating effective calls-to-action is crucial for turning website visitors into potential leads and ultimately, into your next fitness coaching client. Calls-to-action (CTAs) should be clear, concise, and compelling.
need some lead gen inspiration?
See what we did there?
Here are some examples of good CTA’s for online fitness coaches:
- Sign up for a free trial: Offer visitors the chance to experience your coaching services with a free trial. This CTA can be placed prominently on your homepage or within a dedicated landing page.
- Download a fitness guide: Provide visitors with a free downloadable guide that offers valuable information related to your niche, such as nutrition tips, workout plans, or mindset strategies.
- Book a consultation: Encourage visitors to schedule a consultation with you to discuss their fitness goals and how you can help them achieve them. This CTA can be placed on your homepage or within blog posts.
- Join a community: If you have a private Facebook group or other online community, invite visitors to join and connect with like-minded individuals who share similar fitness goals.
- Subscribe to a newsletter: Offer a regular newsletter that provides valuable content, updates, and exclusive offers to subscribers. This CTA can be placed on your homepage or within blog posts.
[FRee Download] Canva Slide Deck template
3. Designing your fitness website for conversions: tips for optimising your website
We could write war and peace on this so let’s just cover the fundamentals for now. Your homepage is your power page, if you put energy into anything on your website, put it here.
When we design websites for coaches, we know that visual impact is a necessity along with user experience and SEO best practices. These elements keep visitors coming to your site and engaging with your content.
- Page Load Speeds: Keep your site fast loading, nobody likes a slow-loading site – humans or Google!
- Label Your Pages: Make sure your page title links up with what your page is talking about. This is a key indicator for Google when it comes to ranking your website.
- Mobile and Desktop: Be sure to design for both. Believe it or not but people still use desktops, especially when it comes to the decision phase of the sales process.
- Impactful Hero Section: This is the first part of your website that users will see. Make sure says loud and clear, who you are and what you do and of course, has a strong CTA.
4. Build Trust with you Visitors: establishing credibility and trustworthiness
This is where using testimonials and social proof are essential to converting your visitors into clients. Tell them why you’re the best in the business, and show them why they need to be choosing you as their fitness coach over anyone else on the internet.
Showcase testimonials prominently on your personal trainer website to showcase your expertise and the success stories of your current clients. Potential coaching clients are far more likely to trust your coaching services when they read positive feedback from real people who achieved results.
5. Measure Success: How to track your conversions and adjust your strategy
None of this is worth anything if you’re not tracking your conversions in the first place. So before you action anything in this blog, benchmark your current conversions. Where are they coming from, which pages, and which CTA’s or lead generators are generating the most leads?
So let’s say that a lot of leads are coming through from your social media accounts, which page are they landing on first? Optimise that one before anything else. Get it as squeaky clean as possible before moving on to the rest of your site.
Once you’ve got this mapped out, make some changes in line with the steps in this blog. Then assess and analyse on a monthly basis to see if anything has improved.
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Thanks for reading our blog, we hope it’s offered some help in your own fitness website build. If you’ve got any comments or questions, please feel free to leave them on here or drop us an email on [email protected] and we’ll get back to you as soon as we can.
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