Your personal trainer website has two jobs;
- To get traffic
- To convert that traffic into leads/paying clients
The first step to getting more clients online is getting more traffic to your website.
You can have the best looking personal training website on the interent, but if no-one can find your website what good does it do you?
It’s like owning a fancy boutique fashion clothing store in the middle of the sahara desert, no-one will ever find you!
So, step #1 is to get more traffic. You do this through search engine optimisation aka SEO.
SEO is the process of getting your website found in the major search engines like Google, Bing and Yahoo.
By simply giving the search engines what they want with onpage SEO, you can dramatically improve your chances of getting found online.
Once you have traffic coming to your site, the next thing you need to focus on is converting that traffic into paying clients.
You can do this in a number of ways;
- Go for a straight sale.
- Offer a trial of your service/product.
- Ask for their email or phone number to arrange a sales consultation.
- Offer them a ‘bait’ to join your email list so you can continue marketing to them after they leave your site.
- Pixel them so you can retarget them with Google and Facebook ads.
There is no right or wrong, it depends on what service/product you are offering.
As a general rule the higher the price point, the more buyer resistance you’ll encounter.
For my businesses I use a combination of all of the above.
Very High Price Point
For my personal training certification company where the average transaction is $4000, our main goal is to capture their email and phone number so we can arrange a telephone sales consultation. Very few people will enter their credit card information for a $4000 tranasaction without speaking with someone on the phone beforehand.
High Price Point
For my 1-1 personal training business where our packages average $750-$900 per month my main goal is to get their email address and phone number so we can arrange a face-to-face consultaion with one of our personal trainers, the trainers will sell one of our personal training packages during the consultation process.
Medium Price Point
For my boot camp business where our training packages average $147-$197 per month I’ll offer a $1 two-week trial. By offering a trial our clients get to test drive our boot camp first to see if the program is right for them.
We make it $1 becuase after the two week trial ends, unless they cancel we’ll automatically bill them for the next 30-days. This is a win-win, the clients get’s trial the service before they commit, and we can sell the program based on the quality of the sevice we provide.
Low Price Point
For my online body transformation program which only costs $47, I’ll go straight for the sale with no trial and I do not try to get their phone number or email. $47 is a low enough price point for people to buy directly from your site without them having to talk to anyone, I do offer a full 60-day money back guarantee which will alleviate any buyers resistance.
For all of the serices above I always offer a bait for joining my email list where I’ll continue to market to them via email once they leave my website, and I’ll also pixel them so I can run ads through Google Adsense and Facebook.
It’s important to contine marketing to prospects after they leave your site because only 3% of people that come to your website are ready to buy, so 97% of people will bounce of your site and do nothing.
By offering them something of value like a cheat sheet or free report in exchange for their email address we can continue to market to them via email long afetr they leave your site.
Google and Facebook pixels work the same way, when someone lands on your website you can put a cookie in their browser. So, when they leave your site and go to Facebook you can have your ads follow them around so your personal training business stays front of mind after they have left your site.
The Google pixel works the same way, except your banner will follow them when they visit another website that is running Google Adsense (most big publication sites run Google Adsense).
So, a Quick Wrap Up on Todays Article…
Your personal trainer website has two functions… #1 is to get traffic and # 2 is convert that traffic into leads/clients.
Always look at ways to increase traffic to your website, and to maximise sales with by optimising conversion. These two marketing tactics alone can quickly build a six figure personal training business.
If you would like a fitness website design that is beautifully created and Search Engine Optimized to rank in Google, contact us for more info.
Till next time – talk soon!