When it comes to your gym’s website, owners often set and forget it to a degree. While establishing a website is a fantastic start for many reasons, there are a few ways to ensure you are getting the most out of your digital real estate.
In this blog, we will discuss a few ways to review your website to make sure it is working for you and helping with your fitness facility’s overall sales and marketing efforts.
Websites Should Be Designed with Mobile Users In-Mind
The world has gone mobile in regards to everything from social profiles, GPS, email, entertainment, and even a significant chunk of online searches and research. With this in mind, it only makes sense to ensure that your website is designed for the mobile user (and we would even argue to assume that most traffic will be utilizing their devices). One simple place to start with is Google’s Mobile-Friendly Test site, which just runs a quick scan of your site and tells you if your site is mobile-friendly or not.
While user experience is a huge plus for ensuring that your website not only loads properly on phones but is easy to navigate, it also has carry-over benefits as well for your gym’s search engine optimization score – which can help significantly with your local search ranking. Other factors to consider when looking at your website from a mobile user perspective are website and page load speeds. Remember, a lot of people will be on their networks scanning through your site, so if you have large image files, videos auto-loading, or a really slow web host, your page can take a significant amount of time to load for your mobile users; potentially turning them off to continuing on with their digital visit.
Properly Establishing a Sales Funnel for Leads
When a lead or prospective client finds and visits your website (from any source), it often has a lot to do with information gathering. That information can include pricing, amenities, services available, testimonials, or whatever drives their purchase decision. Sometimes, the visitor finds what they are looking for and then may reach out to become a member; however, that typically isn’t the case for many people visiting a site for the first time. To help promote lead conversion for this large segment of visitors, keeping in mind how you want to capture a visiting lead’s information and properly nurture them into a converted client involves an established sales funnel system for your website.
In conjunction with a sales funnel, human-based and automated lead nurturing programs should be established to help keep the process of the lead journey as smooth and efficient as possible. This can include automated emails, forms for more information, and even time-based deals based on certain actions a lead may take.
Connect Your Management System to Your Website
Whether you are using a membership management platform to book consultations, sell training packages, or sign clients up for memberships, making sure prospects visiting your website have the ability to complete an action that gets them into your sales funnel or converted to a client is critical for reducing easy exits for interested parties. Most major platforms have the ability to easily integrate with your website via a code snippet placed on the page. Additionally, big membership platforms often allow customizations to the form design onto your website to help match your design, branding, or color scheme.
While adding the interaction point to your website won’t necessarily get you new clients right away, it does lead you in the right direction towards automation and simplifying your users’ experience with joining your gym or training studio. Additionally, making sure that the call-to-action you establish with the integration makes sense for your sales goal (especially when thinking about your sales process) will also make a big difference in the overall success of this initiative.
Ensuring Information is Correct
Whether it be your address, phone number, membership pricing, or any number of details about your business, ensuring that your website is up-to-date with accurate descriptions, staffing, and details can be critical for potential clients self-serving their questions from your gym’s web page. Reducing questions and unnecessary questions is the name of the game, and adding hurdles or incorrect information only makes that goal harder to achieve.
Focusing on properly positioning your site with correct information also shows professionalism, which can help drive credibility with those interested in your gym. Correct information can also help tie your fitness studio’s website with your Google Business Profile even more, making your business potentially more appealing for search engine results and prospective clients.
Serving Prospects what They are Looking for Easily
Making sure your website is designed in an appealing manner and quickly displays what type of fitness business you are and your distinction points can be beneficial for prospects landing on your website. Additionally, building out a high-quality FAQ section for your business and doing a fantastic job of catering to your target audience’s needs and wants can not only help your overall website user experience but can also yield some search engine optimization (SEO) benefits for your fitness facility as well.
Making A Splash
At the end of the day, your website should be viewed and utilized as a tool for your business. By allowing prospective clients to self-serve information, enter your sales funnel, and even convert into new clients with your gym, you enable a more natural sales cycle for your leads while also removing unnecessary work for you and your staff.
If you are running a fitness training center and do not currently have a website established, we highly recommend reading our blog, 5 Reasons Why Your Gym Needs a Website.
