Have you heard this one? ‘Websites are like Charity salespeople…’
What is your website’s objective?
Are you one of those people that believe websites are only needed purely because ‘everyone has one’ – like a business card?
Does the energy you plan on putting into your website look like “let me slap one up, and update it every 4 or 6 years”?
If so, this article may not be for you.
Websites are powerful – if you know what to do with them.
Simply put, your website’s’ objective is to:
- Get attention
- Inform your audience
- Build confidence in you (and your ‘brand’)
- and sell to your clients.
I want you to think of your website as one of those charity spruikers that stand outside shopping centres.
The Red Cross, The Cancer Council – they’re all working for important causes.
But they pounce on you when you’re weak, tired, hungry, or distracted, and you can’t shake them off.
They make a compelling argument that you can’t counter, and you almost just want to give them your money to make them go away.
*Okay, so maybe not the best analogy for a personal training website.
Charity Salespeople (and other ‘Compliance Practitioners’) are highly trained in the Art and Psychology of influencing people.
I love being approached by them and giving them the time to go through their pitch. It’s amazing to watch them sell to me and thwart my counter-arguments with nearly all seven of the ‘Weapons of Influence.’*
The point of your website (and the analogy) isn’t to annoy people into giving you money, it’s about communicating a message with influence.
It’s about making sure that if you are in the business of helping people – with their weight loss, their fitness goals, or otherwise – that your message is received. That you stand out, come across as informed and trustworthy, and make them feel like buying from you.
No time to read an entire text-book
on Sales + Influence?
I’ve got you covered.
Join the tribe of trainers learning the juiciest parts of Cialdini’s ‘Weapons of Influence’ to help maximise their business.
Selling Directly from your PT website
For Personal Trainers, unless you are selling online fitness plans or physical products, a ‘sale’ can also mean someone purchasing a session and booking it in with your calendar.
One of the main focuses of your website is to get clients to do just that.
Your website needs to be confident, compelling, and provide clear direction to your audience. That direct needs to include why they want to pick you, and how they can go about picking you (what is the next step).
As a side note:
If you don’t have a website or are DYI’ing it – here are some things to consider when it comes to the cost, and which platform you choose for your fitness website. (Particularly if you want to go with Wix or Weebly).
Ideal Personal Training Website – the basics:
- You want your visitors to opt-in to something.
It’s not a great idea to rely on the memory your customer has of visiting your site, you want to get them in your audience before they leave.
- You will use the platform that you choose to build their trust in your brand, before they end up becoming a paying customer.There are two main ways of doing this:
- Provide value to them with regular content that they care about, and establish yourself as an authority in your niche.
- Provide value to them by giving them something. Something that you would normally expect to pay for, but in exchange for nothing other than their email address. You can then use this product (lead magnet) as a source for getting them in your audience. You can use that platform to build the trust and authority.
A better idea is to use a combination of the above.
Wait a minute, didn’t you say Fitness Websites are like receptionists, not charity spruikers?
Yeah, I did. I mentioned that when I highlighted 4 great examples of PT websites from this year.
I guess I like to use analogies.
A receptionist and a salesperson have very different jobs, but with the same key overlaps:
- An ambassador for your brand.
Having a Facebook page might be where you start, but pouring your attention into a platform of distraction is not a plan.
It isn’t where you want your audience to be – not if you want them to remain engaged, pay attention, and follow the formula above.