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Maybe you thought about how amazing your website could look if you just had a big wad of cash sitting around ready to toss at a super-smart developer who could build something dreamy for your fitness business?
I know I have, but one day I started wondering...
"Does spending all that cash on a fancy website really bring in the leads you need to actually pay for the fancy website?"
So I spent some time talking to a marketing expert, because when I start wondering about these things I tend to dive in deep, and here's what he had to say about it.
However, this is often not the case, as most websites are "over-designed," being closer to a piece of art rather than a platform for lead generation or sales.
So, exactly what do Apple and Nike expect in return when they spend millions on their websites?
You might say, "Something beautiful."
True, but we all know that at the end of the day, these companies expect increased sales in return.
A website conversion happens when someone completes a specific and desired action on your website, like signing up for a newsletter, filling out a contact form, or signing up for a fitness challenge.
So when you look at a beautiful website, it's critical not to get wrapped up in the fancy features and pretty design. What matters most is whether a website is designed for sales, or conversion.
When designing a website for conversion, graphic elements should only be added to the website if they encourage the visitors to complete some desired goal.
To encourage website visitors to take the desired action, you must have a persuasive CTA with a great lead magnet.
A lead magnet is something of value that you give for free in exchange for prospects' contact information, such as email addresses or phone numbers.
Ideally, you want to offer lead magnets for each stage of the buyer's journey.
Lead generation CTAs should be included in areas of your website with the highest percentage of traffic, like blog posts.
Usually, lead generation CTAs are placed at the end of a post, in a sidebar, or as a banner.
Interested in seeing an example of a CTA? Just scroll down to the bottom of this post, where you'll see that we provide a the opportunity to get a valuable free pdf for fitness professionals.
The meeting is our way of meeting you and providing value to you from the very start of our relationship, no strings attached.
Bottom Line: If you want your gym to succeed in this competitive marketplace, you must have a professional website designed for conversion.
All elements on your website should be structured around your business's overall goal, typically to turn website visitors into leads and customers. To accomplish this, you must include persuasive CTA's with a great lead magnet on your website.
A conversion-oriented website is just one piece of achieving your business goals.
A comprehensive plan is important so you can make sure you're not one of those gyms that's here today and closed tomorrow.
Grab our hand-on strategies to keep your profits healthy even when it seems out of your control.