Whilst it’s important that site looks great, there’s a few other categories to win points in the contest that are extremely important, but are ever so often overlooked.
We look at 4 examples of great fitness websites, and point out what makes them so.
4 Fitness Websites with top-notch design
Why are these great?
All of the below examples include well-laid out information on great, clean designs.
Accents and themed colours are used throughout, and there are a few calls-to-action throughout the site, without being over the top.
The website design is responsive, and looks great on any device.
1. Bryce Yoga
Bryce Yoga is a portmanteau of the names ‘Briohny’ and ‘Dice’ (Iida-Klein) – a highly respected power couple in the world of Yoga.
This particular screen grab is from a section of their website that trains Yoga instructors, which is a great example of a ‘product’ and an ‘offer.’
If i was interested in what they had to offer and I found that page, I wouldn’t be leaving with any questions unanswered.
2. Nerd Fitness
I’ll be a little surprised if you are in the Fitness (particularly entrepreneurial fitness) world, and haven’t heard of Steve Kamb.
Nerd Fitness has made fitness geeky but sexy, and has brought exercise to a demographic previously ignored by Fitness Pros: Nerds.
This website has a brilliant ‘comic book’ vibe throughout, great lead magnets and calls to action for new visitors.
They also have an ‘academy’ – which is a paid course + community, really emphasising the sense of ‘tribe’.
3. Roman Fitness Systems
This one is cheeky.
I mean, I poke fun all the time, occasionally drop F bombs when it all gets too hard, and love a bit of a giggle.
In my personal opinion, RFS pushes the envelope a little too far.
But it is clear that they really understand their target demographic, how to speak to them in a way that connects, and they know how to make an impact.
4. Scott Laidler Fitness
Scott is a widely popular columnist, fitness advice expert, and a Personal Trainer of the stars.
Having positioned himself as the trainer of the famous, he has really hammered in on Robert Cialdini’s principle of Influence: Social Proof.
His website has loads of testimonials (social proof), before-and-afters, and encourages those that train with him to come under a real sense of community.
Psst… Want to learn more about the Psychology of Selling?
What makes a top fitness website
Is your website quirky? Funny?
Or is it serious and authoritative?
It doesn’t have to be either of these things, but it just can’t be bland..
It needs to make your (potential) customers feel at ease, trust you, and engaged.
Whichever style you decide on, make sure it is (at least mostly) consistent throughout.
How friendly is your website?
I’m not only talking Mobile Friendly. Is your website welcoming to your visitors, and make them want to learn more about you and what you have to offer?
Does it offer Calls to Action(s) and Lead Magnets in ways that aren’t abusive?
Or is your website PROFOUNDLY ANNOYING:
A pop-up chat box, full-screen lightbox on load, plus about 6 sections of highlighted text.
I want to shoot this website in the face.
This is the website equivalent of a shouting rug sale radio ad.
Does your website highlight something that you offer that the other competitors don’t?
What is your Unique Selling Proposition?
I’m sure this isn’t a category, but…
Does your website just exist so you can say “I have a website”?
Is the purpose of your site immediately recognisable for your visitors?
If you are running a Paleo cafe, you would want your website to covey:
- What you offer (eg: menu, open for breakfast & lunch…)
- What you offer that is unique
- Where you are located + information about how to get there (parking, maps)
- Contact information + opening hours
- Booking information, if applicable
A potential first-time customer might visit your website when looking up cafe in their area that cater to the cuisine they have in mind.
They might already know about you, and just want to know your contact number, how to get there, your opening hours, or how to book a table.
All of these functions are important for your restaurant’s website, and definitely will serve the purpose of their intended visit… but will it make a sale?
If the customer is on the fence… unless they absolutely loved your menu, chances are that your website alone will not ‘make the sale.’ No matter how beautiful it is.
Sell it to me
I’ll add 2 more features your website must have:
- Your story + history
- A call to action – what action the customer should take after visiting your website
While these may not make the sale on their own, it will massively improve your chances of conversion – or turning this lead into a customer.
”Stories are how we remember; we tend to forget lists and bullet points.”
– Robert McKee
Sharing your story makes your business seem more human. More relatable.
It is the stories that we connect with, and make us feel something for that business. Whether your business is a Paleo Cafe, or a Personal Training business – having a story as your foundation can help lead your customers to the conclusion of Why to pick you.
It’s for this very reason some marketers believe that Apple Inc wouldn’t be where they are today without the 1997 Think Different campaign.
The perfect example from one of the four websites above is the… almost CREDO that is plastered on the Nerd Fitness website.
This is their why, written in a way that is basically guaranteed to make a connection with their target audience.
Wrapping it in a bow
Personally, I’m a designer.
I put great attention to detail in how things look, operate, and if they’re laid out in a logical and user-friendly manner. I care a lot when a button seems slightly off-colour with the rest of the site’s theme. I’m a recovering perfectionist, so this + creative work can be a bit of a challenge.
But as much as I care about if a webpage follows a proven formula…
I give special attention to the user’s experience.
Websites are like ‘receptionists’ in the way that it is almost always the first interaction potential clients will have with your brand.
A thoughtful, friendly, and informative website with clear directions on what to do next will leave a visitor with a great first impression.
An enquirer gaining a great first impression of your brand is the first step towards building that lasting professional relationship.