If you need generic tips on how to increase traffic to your website, all you need to do is consult Google and find that it is flooded with articles relating to the topic. But if you need proven techniques on how to turn website visitors into actual leads – well that’s a whole different ball game.
Lead conversion is the calculated process of turning website traffic into ‘actual leads’ and developing a strategy to do that for your fitness business can be tricky and time consuming before you see results.
In this article, I will share my 4 easiest tips that you can use to get the ball rolling
1. THE 5-SECOND TEST
The 5 Second Test operates on the principle that you have just 5 seconds to grab your visitors attention before they will leave your site - So within 5 seconds, your website needs to tell visitors
- Who you are
- What you offer
- Why they should care
It may sound simplistic, but making these three points clear within 5 seconds is easier said than done. In fact, you wouldn’t believe how many websites don’t pass the 5 second test!
So, how do you ensure your website passes with flying colors? Here are some suggestions:
Ensure your headline text is clear and straight to the point so they know instantly what you offer. Being clever is cool, but you must never mistake clever for confusing. Always go for clarity. If your headline doesn’t explain exactly what you are about, then it needs to be simplified.
Have attention grabbing imagery. The first thing that grabs people’s attention when they visit your website are the photos you have on there. In fact, the brain processes imagery way faster than text, which means your website imagery must always be on point. To do that, you have to make sure you are using images that grab your visitors attention. Showcase your products and services in a way that pops, and help your visitors visualise what they’ll be getting from your business.
2. REMOVE DISTRACTIONS AND DECLUTTER
Don’t fill your website with things and information that clutter information. That will only prevent visitors from focusing on your main goal – to convert them into leads.
Do a quick drive around in your website and if you feel that there is too much going on, remove things that you don’t need. Make your signup areas the main focus and start capturing leads from your website.
3. USE EFFECTIVE OFFERS TO DRAW IN LEADS
Capturing new leads for a fitness business can be tough, but having a low-barrier main offer on your site can help you convert more visitors.
If your main offer is something like “Book your fitness class now [at full price],” then its not real appealing to act now and won't get much interaction.
To resolve this, choose a low barrier offer. Try running the main offer on your website as something free or just stupidly cheap. Some of my favorites are:
- Get your first session for free.
- Unlimited group classes this month for $7!
It may sound crazy, but if you already run group fitness classes, then adding a couple of extra people on a promo price isn’t going to harm your class quality or cost you an extra in wages. And if you run awesome classes that get results, then after the first month, it’s likely these people will go ahead and sign up. So, for a few free classes, you’ve now generated a regular paying customer.
This is much more effective than the boring “Free Consultation” offer that many people avoid because they expect a big SALES PITCH . You could end up doing 15 free consultations and getting zero clients. That’s a whole lot of time wasted.
4. KEEP YOUR OPT-INS SIMPLE
Simplicity plays a huge role in driving conversions. Let’s face it, nobody likes a tonne of confusing steps to opt in. We like it to be easy.
Simplify your forms.
I recommend cutting away any unnecessary fat on your form fields. If you want people to give their name, just ask for their first name rather than two fields for first and surname – simplify. You might also try just asking for their email address, rather than their mobile number etc. Keep in mind that people tend to be wary when giving out their personal details online, so don’t get too pushy in your forms, otherwise you may scare them away.
Add a subscribe box to your blog posts.
If you blog regularly on your website, add your main call-to-action to your articles. Do it with an offer in your sidebar, or at the bottom of your article to ensure maximum conversions.
NEED MORE PAYING MEMBERS IN YOUR GYM?
ABOUT STEVE GRANT
Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.
Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.