I’m going to let you in on a little secret. One of the main reasons most fitness websites do not generate leads is because…
Most fitness websites get very few visitors
Often people have an unrealistic “build it and they will come” view of a new website. But the reality is a great website isn’t so great if nobody shows up. This can be a hard lesson to learn if you’ve invested several thousands of dollars into getting a custom business website developed, and few people view it.
You need strategies to get people to your website… before you can capture a lead.
Given the fact that more people today are browsing online looking for local services, business owners must understand the basics to get more traffic to their website.
So I’m about to reveal 4 simple steps to get people to your health or fitness website (shaping the very top of your online sales funnel).
Step 1. Use a quality website CMS like WordPress
You need to make sure your website is build using a quality website content management system (CMS) like WordPress. Not only is it easy for non-tech savvy people to update content, WordPress has a great reputation for being super search-engine friendly.
Without too much tweaking Google just loves indexing WordPress pages and this is one of the reasons why over 24% of all worldwide websites are now powered by WordPress. Including Usain Bolt, Kobe Bryant, even the New York Times blog.
Step 2. Define your target audience.
In trying to attract new clients many gyms and trainers waste time and money trying to attract everyone and anyone to their fitness website.
But there are 2 major things wrong with this approach:
1. When you try to market to everyone, you usually attract no one
2. Any traffic isn’t always good traffic.
Before you market your services you need to have a clear picture of a target market.
What types of people do you want to attract? What are their interests, problems, needs and desires? Where do they hang out online and off-line?
The more you can narrow down your target audience, the better you will be able to attract them with the right types of messaging, engaging content and design.
And if you can’t settle on 1 target audience, try to segment your audience into 2 or 3 personas. You’ll have more success marketing separately to each.
Step 3. Understand the 3 types of traffic
Before we dive into the ‘meat and potato’ tactics to getting more traffic, you need to understand the 3 ways that people arrive at a website. Once you understand the differences, you’re more likely to increase and leverage each one.
1. Direct traffic is when somebody comes to your website directly. They know your URL type in your business name… and they go directly to homepage.
2. Search traffic is when somebody goes to a search engine like Google , and they type in a search term, like “the best gym in Wollongong.” They then come to your website from a search engine’s results.
3. Referral traffic is when somebody comes from another website (not a search engine) to get to your website. They can be referred from a Facebook post, a banner ad on a local business website, an article you have published online or even via a blog comment you made elsewhere.
Tactics to increase direct traffic
- Add your website URL to business cards and give them out often
- Add your website URL to your email signature
- Display your website URL on your car
- Put up posters in local cafes, businesses, parks
- Run cross promotions with other local businesses
- Hand out / leave flyers at places where you target audience visit
- Wear promotional clothing with your business URL displayed
- Encourage your clients / friends to wear your promotional clothing
- Put up a display board near where you train (with ready to grab flyers)
- Run a free workshop or speak at local events
Tactics to increase search traffic
- Correctly set up Google My Business
- Invest in a mobile-friendly site (Google search rewards this feature)
- Pay Per Click (PPC) advertising via Google Adwords
- Write more blog posts (more on that to follow)
- Ensure your website pages are search engine optimised
- Use a plugin like Yoast SEO
- Define a keyword list
- Use keyword repetition and variation in page content
- Optimise your page titles with keywords
- Use the same keywords in the page URL
- Write appropriate meta descriptions
- Don’t forget about ALT tags for images
- Make sure your website has an XML sitemap
- Use a caching plugin to ensure your website pages load quickly
Tactics to increase referral traffic
- Share content and be active on social media sites
- Include social sharing buttons on your blog posts
- Include a link to website in every single online profile you have
- Write guest blog posts on other local blogs linking back to your site
- Invite others to guest post on your blog
- Swap sidebar links / promo banners with other local business websites
- List your website in as many free directories as you can find
- Publish interviews of clients and trainers and share via social media
- Write reviews of local cafes and restaurants on your blog
- Link to your old posts periodically from your social media accounts
- Use social media scheduling software like Buffer to post content regular
- Train staff members to contribute content to your blog or social media
- Use re-targeting ads to bring visitors back to your website
Step 4. Start publishing content via a business blog
Content is great for both your website visitors and search engines. The more content you produce the more likely your visitors will discover your website, stick around, share your content via social media and return.
A blog familiarises people with your business and can steadily position you as a thought leader. This allows you to earn people’s trust and it really fuels a marketing funnel (more on that to follow).
In 2015 a brochure style static website that simply promotes your services and never gets updated, just doesn’t suffice.
It’s true creating quality content does require an investment of time or money, but it is worth it! And I’ll soon introduce simple strategies and templates that can make producing regular content fast and pain free.
Do you have any questions or comments?
Get in touch or leave a comment below…