With all the bells and whistles available to us online these days, it’s all to easy to get swept up in the hype and focus on the less important elements of your website. The fact is, when a prospective client comes to your website they want to know three things:
- Who you are
- What you offer
- If they can afford to hire you
The purpose of your website is to give enough of an answer to those questions and give them an easy way to take the next step and become a client.
The website is always about the visitor; make them feel something in order for them to take some kind of action!
In order to have an extremely well put together website that will convert an anonymous website visitor into a potential client, there ought to be logical places on your website for them to pause and say YES I like his/her style and I think I can learn from this personal trainer, or YES I want to pick up the phone and call this trainer, or even YES I’m going to buy a program/sessions/passes from this trainer and go all in!
So… what are the 4 pages your website needs?
We’re going to start from the back of the site and move toward the front…
A contact page
This page is often an after thought or just thrown together, but the truth is, a well crafted contact page will land you more clients. It will open you and your fitness business to more prospect interactions. As mentioned in Episode 9 of the Fit with Flair Podcast, there are three types of contact information that belong on the contact page.
- Direct contact information. Telephone number, email address, studio/gym/facility address
- A contact form. Provide a simple way for a website visitor to get in touch. It should be as simple for someone to use this form as it is for them to send an email; do not over complicate the form!
- Social media connections. If you are using social media to interact with your community, invite your website visitor to connect with you on those platforms.
A services page
Most my clients tell me that this page is the hardest to get right. You want to provide enough information about what you offer but make the page interesting and concise. It’s a fine balance and I know you’ve got this!
A common question I get asked about the services page is whether or not to list your prices — look back up at point #3 above: a website visitor wants to know if they can afford to hire you — so yes, list some of your prices. List only the entry/introductory prices for bootcamps, one-on-one sessions and simple to describe packages. Anything else that you offer isn’t going to be what a new website visitor is looking for, so it doesn’t need to be there.
Use straight forward language to communicate what you offer.Such as the length of each session, the frequency of sessions and the type of programming they can expect.
This is also a great place to showcase testimonials and images. I discuss the service page in greater length in Episode 7 of the Fit with Flair Podcast.
An about page
This is the perfect place on your website for you to get personal. It’s time to share a bit about you and your passion for fitness but make sure that it is still be about them! When you are aware of their pain points and how you can be a source for removing that pain, you will be making a connection with them.
This is a business website. The about page is not to be designed as an extensive bio, but rather an overview of why you’re qualified to help members of your community achieve their fitness and wellness goals.
Imagine being interviewed by a local reporter who wants to share your message, what questions would they ask you? How would you answer? Does that story about being on the track team in high school have relevance to your business? Is your own struggle with losing “the freshman 15” a core component to your fitness mindset?
As I mentioned in Episode 1 of the Fit with Flair Podcast, Read your About Page from the perspective of your future client.
An engaging homepage
This page is by far the most thought about page on any fitness website, and the information on it can vary from text to images to video. In general, the homepage needs to give an overview of your brand of fitness. Remember what a website visitor is searching for on your website. Give them the answers to what they want to find.
The purpose of the homepage is to convince your website visitor that you are the right trainer for them. This a great place to be your warm and inviting self while showcasing why you are uniquely qualified to help them achieve their goals.
These four pages are the most important pages on any fitness website.
Even if you have more pages on your site, these are the first four pages to focus on making awesome — and all about helping your future clients. Everything else is supporting evidence and supplementary information.
When your website has strong book ends — the homepage and the contact page your website will be well supported.
When your website includes clear and concise information it will be easy for your site visitors to make the decision to move forward in their fitness with you as their trainer.