Biggest Mistakes Your Fitness Website May Be Making
In this job I see a LOT of websites, and if I’m brutally honest, only a tiny percent of those do everything really well.
Here are some of the main mistakes I see from fitness websites:
Using stock imagery
I know that professional pictures can be a pain to get, but these days we all carry around a pretty decent camera in our mobile phones. If you take some care, you can get some great shots of your clients.
Why is this important?
The images you use on your website are hugely important. Visitors to your site considering are there to find out what sort of gym/studio you run, what’s the community like, and will they be comfortable ‘fitting in’.
Stock photos of American fitness models aren’t going to do the trick, and may even ALIENATE your prospects.
What your prospect wants to see is people like them having fun, getting results, and being part of a great community you’e creates.
Ideally they’ll see parts of themselves in the various client photos they see on your site, so give them something they can relate to.
To summarise, the clients in the photos you use on your site should be in the exact target market you’re pursuing.
Ego-driven trainers promoting themselves
This is a big one, and slightly related to above. Admittedly male trainers are more guilty of this – sorry lads.
I regularly load the home page of some personal trainer only to be greeted by 436 high definition photos of the trainer themselves in various stages of undress and mid-pose.
If you’re currently doing this, stop!
I know you’ve worked hard at the gym for your body, and it’s good for prospects to know you practise what you preach, BUT when they visit your site, they’re interested in only ONE thing.
That would be THEMSELVES.
All they’re thinking is WIIFM (what’s in it for me?), about their feelings and how your service is going to make them feel if they sign up.
You stripping to the waste and power-posing will do nothing to get them through your door.
(Bonus tip: They don’t care about your qualifications either.)REQUEST A FREE STRATEGY CALL NOW
Showing features not benefits
This applies whether it’s a flyer, poster, business card, or website.
Reading a list of services on your website is kinda boring. “Oh look, she does aerobics, zumba, piloxing and step (Zzzzzzzzzz!)”
How does that help your prospect? How does it help them decide to approach you?
You need to give them what they want. What’s that? The benefits of whatever program they decide to do with you.
For example, they want to fit in their clothes better, feel healthier, stronger, more attractive, more confident.
Paint them a very vivid picture of the new them AFTER they’ve done your program. People buy on emotion, so you need to engage your prospect’s brain on an emotional level.
Not enough calls to action (CTAs)/No clear path
This is really simple, but can’t be understated.
What do you want the prospect to do once the visit your site? More than likely it’s to get them to call you, or fill in a form, or exchange their email address for some lead magnet.
Well whatever that is – whatever it is you want them to do – you have to signpost it really clearly, and channel them towards taking that action.
Everything on your site needs to point your user towards the next step. And you’ll be surprised at just how clear you have to be to maximise conversions.
Not tracking results
If I were to ask you how many visitors your website gets per month, on average, would you know?
Would you know how many of those visitors ‘convert’ or go on to take that desired action of calling you or filling in a form?
Would you know where those visitors are coming from, whether organic traffic or from paid ads on Facebook or Google?
Unless you have a handle on these things, and more, it’s impossible to predict your business month to month, year to year.
If you don’t know what’s working for you, and what’s NOT working for you, you’re really just blindly moving forward and hoping clients will continue to find you somehow.