Do These 4 Things to Improve Your Website and Boost Your Brand
We live in a digital world where it’s essentially impossible to run a fitness business without having some kind of online presence. That naturally includes social media — Instagram, YouTube, Facebook, etc. — but also most certainly includes a website. When you’re a personal trainer or gym owner, though, these types of housekeeping matters can feel like the most annoying part of your job. But no matter how much you might despise the online game, it’s part of your business and you have to conquer it if you want to be successful.
Your landing page is going to be the first impression in many cases. You want to make sure it represents who you are, what you offer, and what sets you apart from your competition. If you feel stuck or unsure of how to create the perfect website for yourself and your business, we’re here to help. Here are four tips for you to improve your website and boost your online presence.
Tell a Story They Won’t Forget
If you forget everything else, remember this: All the potential clients out there are constantly bombarded with offers and deals, so whatever you’re selling needs to stand out. People respond to stories and narratives that tug at their heartstrings. That’s the premise of StoryBrand. With every customer, there’s a problem that needs to be solved (more on that below), a villain that gets in their way (this could be a thing, person, idea, etc.), and a guide that helps them reach their goals. That guide is you.
Use your website to tell people a story that will convince them that they need your services. Luckily, you’re in the type of business where it’s not hard to accomplish this. Health and wellness is a big pain point for many people, so find a way to tell them kindly what the consequences are if they don’t take care of their body. At the end of the day, like StoryBrand teaches in its workshops, you’re not the hero of your customer’s story. They are.
Solve a Problem They Haven’t Been Able to Solve Before
When it comes to training and coaching, the “villain” in your customers’ story is usually something like a lack of time, a busy work schedule, a demanding family, etc. Tell them how your training services can help them overcome all the obstacles getting in the way of their optimal health. You’re telling a story that leaves the customer victorious. And in order to be victorious, they have to overcome a big challenge. Explain to them how your services will help them move past an obstacle in order to live their healthiest, happiest lives.
Don’t Overwhelm With Too Much Information
One of the easiest things to do when you’re creating a website is to write far too much copy. Don’t make your potential clients scroll through endless paragraphs of details. All they need are the basics: what you offer, who you are, and how your training can change their lives for the better.
Think about all the information you’re bombarded with on a daily basis. You’re constantly seeing billboards, ads on your phone, and social media posts that are trying to sell you something. We all get consumer exhaustion. So do your clients a favor and limit the copy on your website to what they need to know, and nothing more. That means you’ll have to be succinct with your writing. If you get totally lost, it might be a good idea to hire someone to help you out with your website copy.
Display the Kind of Work You Do With Your Current Clients
It’s easy to get caught up in posting pictures and videos of yourself on your website. After all, you’re selling your own brand, right? Remember you’re telling a story that makes your customer the hero — not you. Show some footage of how you train clients. Display some success stories and before-and-after photos so customers can identify with your current clients and think to themselves, “That’s what I want to accomplish!” At the end of the day, you’re there to serve them and help them live their best lives.