How is your studio or gym typically discovered by the community? Through word-of-mouth? Walk-ins? What about your website? If you don’t have a website or if your site isn’t driving traffic to your studio, it’s time to strategize. There are over 1.17 billion searches conducted on Google every month. A 2018 study showed 69% of people search for a local business online at least once a month. This statistic reflects the importance of having and maintaining an online home for your fitness business. Here are five features to include on your website to help your business stand out from competitors and convert leads to loyal members.
Choosing a fitness studio or trainer can be a mentally taxing process, you’ll want to incorporate a variety of features to foster trust and help make the decision easier for the prospective customer. Implementing product reviews allows the customer to read into other members’ experiences with your business or instructors. BrightLocal reports 88% of consumers trust online reviews as much as word-of-mouth recommendations. As a studio owner, you’re changing lives by guiding folks to achieve their health and fitness goals. Solicit testimonials from your happy members who have made significant progress with your training program and studio’s services. Include quotes from these testimonials throughout your website and consider creating a page devoted to member reviews. There is also an active fitness community on social media. Consider implementing something like an Instagram or Facebook feed onto your homepage.
Offer additional products and services
You may have visited gyms or studios with sports supplements, clothing racks, juice bars, beauty salons, and onsite chiropractors because these businesses recognize the power of up-selling to their customers. Health and fitness brands can generate additional revenue by cross-selling a variety of products and supplements to meet the needs of their members and reinforce brand loyalty.
An effective Call To Action (CTA) will direct your visitors where to go and what to do. Use CTAs to generate interest for a low-cost free trial, special introductory offer, or a specific product or service you would like to promote. Your visitor will lose interest if you force them to go searching for what you are offering so focus on cultivating a conversion-driven website, or a site that encourages potential leads to give your fitness studio a try. First, you’ll need to determine what your enticing offer to drive them to your location will be. Strong offers include:
- Free class
- Free week
- One-on-one consultation or evaluation
Once you’ve settled on your offer, integrate the deal into every page of your site as a call-to-action (CTA). This could be a button that links to a landing page with further details about the offer or a form.
Allow Customers To Book Appointments
If you want to allow members to book into a group exercise class or a personal training session, incorporating appointment functionality on your site is vital for your business. You can treat the service as a product and set it up to limit inventory and offer specific options. Berkhamsted Fitness sells access to its outdoor fitness sessions based on school term times (these are typically 6-8 weeks long). Customers have the option to attend one, two or three classes per week. Personal trainers also work in a similar fashion. Trainers typically sell five, 10 or 20 sessions at a time, with a discount if you book more sessions.
Google found 50% of consumers who conducted a local search on their smartphone visited a store within a day. The majority of local searches (i.e. searches for businesses like yours) happen on mobile phones. You want to ensure you’re giving prospective members the best and most hassle-free experience possible when they visit your site by making it mobile-optimized.
While having a website for your fitness studio is one thing, it’s important to keep in mind your site should include the components above to help you get prospective members to visit your location. This guide has covered some of the key features that will help you cultivate your online businesses. We built OneFitStop with you in mind as a fitness studio owner and want to help you automate operations, increase revenue, and nurture client relationships. Book a demo with us today!