Whether you are a gym owner, a personal trainer, yoga instructor, or some other fitness-related professional, your website is crucial to the success of your business. Here are 7 fitness web design tips to help you convert more visitors into customers!
Visual Content
Engaging visual content increases your conversion rate because it helps prospects understand your business with minimal effort. For fitness businesses, professional photography/videography is a necessary investment to make your website stand out from competitors and get visitors hooked. Try creating instructional exercise videos, before-and-after photos of clients, photos/videos of your gym or studio, or anything that visually explains your services. Instructional videos are one of the most powerful tools a fitness-related business can have on their website. They engage the viewer, give them valuable information, and provides a taste of who you are and what your services are like. If you can teach your potential client a new exercise or diet tip from the comfort of their own homes, you have a much better shot of getting them to pay for your service.
Mobile-Responsive Design
Did you know that the majority of online searches for local businesses now occur on mobile devices? If your fitness website wasn’t designed to be mobile responsive, a huge amount of your traffic (and potential clients) are most likely bouncing within seconds of being on your website.
Strong Branding
There are thousands of fitness-related websites on the internet and there are likely dozens of competitors in your local market that provide services similar to yours. What separates the wildly successful from the “just scraping by” is branding. Branding refers to the logo, color scheme, font selection, and aesthetic design of your website. It also refers to the voice and tone you use in your written content. Branding is supposed to elicit a specific emotion within the viewer, so that they associate that emotion with your company. When making branding-related decisions, always consider your target audience. A website aimed at powerlifters will most likely have far different branding choices from a website aimed at women who want to lose weight. Although there may be some overlap, the Crossfit audience and the meditation yoga audience have different sensibilities and expect different things. Appeal to your target audience, but make sure that your branding is unique and gives prospects a reason to choose you over competitors.
Case Studies/Testimonials
Social proof is incredibly important for a fitness business. Anyone can make a website saying that they can get you the results you want, so how do you prove it? Testimonials and case studies give prospects a reason to trust your expertise. If the goal of your fitness business is to change the appearance of your clients’ bodies, before-and-after photos are a powerful form a social proof. Include weight difference and time-frame for before-and-afters with a brief description of the client’s fitness journey and a quote from them. If your service isn’t so much about appearance, go with quotes from clients about how your services improved their lives.
Blog
Your fitness website needs to include content that engages visitors and builds credibility for you. A blog is the perfect place to put this content. Write helpful articles about topics your clients and prospects care about, like workout tips and recipes. By giving visitors unique and valuable information, it keeps them on your website and shows them how knowledgeable you are.
Lead Magnet Content
A “lead magnet” refers to a high-value piece of content on your website that is gated. That usually means visitors will be required to enter their email address in order to receive the content. Content worthy of turning into a lead magnet for you website include: workout programs, long video tutorials, diet plans, ebooks, etc. Your gated content should provide information useful enough that people would normally have to pay for it. But don’t collect email addresses for no reason; make sure you have an email marketing campaign ready to go, whether that be a monthly newsletter or a drip campaign with special incentive offers to make prospects convert into clients.
Booking Tool
If you are a fitness professional that meets with clients, you need to include an online appointment booking tool on your website. New prospects are far more likely to book an appointment online than they are to call or visit your location. Your booking tool should show visitors all your open dates and times so that they can choose something that works for them. These tools greatly increase conversion rates on fitness websites.
If you are in need of fitness web design, Plum Direct Marketing can build you a custom website with all 7 elements listed above, and more! Check out our website or call 1-800-992-9663 to discuss your potential web design project with one of our marketing advisors. You can also check out our fitness industry page to learn more about the comprehensive marketing services we provide to gyms and fitness-related businesses.
