While many clubs already have a website with basic business information, members today expect a much more engaging web experience than they did in 2000, including interactive features, a modern design and useful content. If you combine a well-designed website with a regularly updated blog, your website will convert prospects into new members by itself.
A website is the foundation of your club’s digital marketing strategy and serves as your club’s digital storefront. Without one it’s like you don’t exist at all online. As 81% of shoppers conduct online research before making a purchasing decision, your prospects will be researching you online. Furthermore, almost all of your other digital marketing channels will inevitably lead visitors to your website.
If your website looks like it’s from 2005, prospects will assume that your business is outdated too. Your competitors are already embedding instructional workout videos, interactive games and virtual club tours, so you need to do this and more to gain the edge.
1. A Clear Call-To-Action
No one on your website should be confused about how to sign up for your club. There should be obvious, simple buttons that take visitors to your signup page. Attention spans on the internet are short, so it shouldn’t take more than 2 clicks to get here.
2. Optimized for Search.
SEO, or Search Engine Optimization, is the process of making sure your site shows up in Google searches. The key for good SEO is to use keywords on your site. A keyword is a word or group of words that a prospect may type into a search engine to find your website. Generate a list of keywords by thinking of what someone may search to find your club. Then make sure to use these keywords in the body and titles of your web pages.
Let’s say you want to target the keyword “Dallas Personal Training.” That phrase should be in the title of your post and should appear naturally several times in the actual post. But be careful, as overloading your website with the keyword will look like spam to Google.
3. Answer All Questions
Think about all of the questions a prospect or member could have and make sure to answer them on your site. Do you have special holiday hours? Can a member change their personal training appointment? When is the next yoga class? These answers should be organized and easy to find.
4. Mobile-first Design
Even if you have a mobile app, people are going to visit your club’s website on mobile devices. Now that smartphones are the most popular way to browse the internet, having a website that’s easy to browse on mobile is essential. Your website must run flawlessly from smartphones and should look good too.
How Do I Get Started?
If you don’t have a website, hire a web designer or check out a self-service platform such as wordpress.com, squarespace.com or weebly.com. If you already have a website, view it on a smartphone. Does it look right? Is everything easy to find? If not, talk to your website designer about making mobile adjustments.
This post is part of a 12-part series about Digital Marketing for Health Clubs. Check out the other posts in the series below. This table of contents will be updated weekly as new posts are published.
Engagement Channels: Email, Push, Social Media, Mobile Rewards
Attraction Channels: Online Directories, Display Ads and Search Engine Marketing, Mobile Referrals and Traditional Tactics.
What do members want from a website? Learn about their most-demanded features in the Mobile Marketing Manifesto: