Fitness copywriting for your personal trainer (PT), gym, or fitness studio website is a key part of an effective fitness marketing strategy. Fantastic fitness copywriters have mastered the skill of writing persuasion and know how to put themselves in the position of potential customers.
Unlike content marketing which seeks to explain ideas to readers, copywriting is all about connecting with your target market. The aim is to convince them of the value of your product or service.
However, often all forms of online communication including video sales scripts, blog posts, or website page text, are referred to as copywriting. The words themselves are known as “copy”. Using these words or website copy as marketing tools can be a great way to generate leads and attract ideal clients to your fitness business.
Today, we explain why copy matters and share 10 fitness copywriting techniques you can use to get leads from the copy on your website.
10 Fitness Copywriting Tricks for Lead Generation From Your Fitness Website
Copywriting is a key tool for lead generation and increased conversion for fitness businesses. It is a way to bring people to your website, keep them captured, and turn them into customers of your products and services.
Through your copy, you can tell people more about your products and services, craft a brand narrative, and connect authentically with people. You can also become an industry expert by sharing information through your smart, well-researched copy. When you become a fitness industry expert and people believe you know what you're talking about, they're more likely to spend their money with you.
Good copy drives returns and pulls potential customers. Use it as a way to sell your story, products, and services.
Through your copy, you can tell people more about your products and services, craft a brand narrative, and connect authentically with people. You can also become an industry expert by sharing information through your smart, well-researched copy. When you become a fitness industry expert and people believe you know what you're talking about, they're more likely to spend their money with you.
Good copy drives returns and pulls potential customers. Use it as a way to sell your story, products, and services.
1. Understand Why Copywriting Works
Copywriting is one of the most important marketing skills you should cultivate as a personal trainer or fitness professional. Much of PT communication is done in written form (emails, text, etc). Most importantly, our website is like a reception for clients looking for our service online. The copy on a fitness website is high on the list of marketing materials that attract a potential client.
For example, 74% of website users notice bad spelling, grammar, or copy mistakes. People also want simple, readable copy that doesn't confuse them. Copywriting is an avenue for you to communicate clearly with ideal customers with your personality and to establish your voice in the fitness market. It can make the difference between users staying to continue learning about you or exiting your site frustrated.
Understanding the strength of website copy and the attention you should pay to it will better help you integrate excellent fitness copywriting into your marketing efforts.
Understanding the strength of website copy and the attention you should pay to it will better help you integrate excellent fitness copywriting into your marketing efforts.
2. To Write Better, Read More
To write more effectively for your website visitors, make sure that you're reading. Consuming content is an essential first step in determining fitness copywriting strategies that work for your business.
To learn more about the fitness industry, potential client market, and content trends, look to experienced copywriters for inspiration. Read competitor websites and visit other fitness brands' blogs, follow a marketing campaign thoroughly from time to time, etc.
To learn more about the fitness industry, potential client market, and content trends, look to experienced copywriters for inspiration. Read competitor websites and visit other fitness brands' blogs, follow a marketing campaign thoroughly from time to time, etc.
You could even find a brand you respect and follow the trajectory of their copy from campaign to campaign. Consider Nike, for instance: they have a fantastic all-round marketing prowess and their copy is a key part of that.
Take note of the fitness copywriting strategies that other fitness brands employ and see how you can use them. Highlight the things that work for them and those that don't. It may also be worth your while to check out their copy on platforms other than their website like their social media pages.
Reading more industry content is a wonderful way to improve your writing technique, develop copy ideas that work for you, and stay informed of fitness trends.
3. Know Your Target Audience
Consuming industry content is one form of research. Discovering more about your target audience is another. Knowing who you're writing for is essential for crafting good copy.
You need to understand who your audience is and their values, preferences, etc. Highlight these characteristics in your copy so a reader visits your website and thinks, “This is the personal trainer who really gets me”.
You need to understand who your audience is and their values, preferences, etc. Highlight these characteristics in your copy so a reader visits your website and thinks, “This is the personal trainer who really gets me”.
When you think about your clients and how to write for them, consider demographic details like:
- Age
- Sex
- Location
- Level of education
- Socioeconomic background
- Income levels
- Language
To get to know your audience, you can reflect on the kind of people that interact with your and your competitors' content. You could also conduct online polls and actively seek feedback from existing clients. You want to learn what kind of content speaks to them online so you can connect with them by writing copy that fits.
4. Write for Clients, Not Colleagues
You're a fitness expert and have a thorough understanding of a wide range of terms and concepts in your industry. Your colleagues and other fitness business owners do too. But your clients may not.
Fitness may not be their everyday life. Think about this when writing your copy. Write for a client that may not know that fitness jargon.
Fitness may not be their everyday life. Think about this when writing your copy. Write for a client that may not know that fitness jargon.
An invaluable skill is the ability to explain what you do and why you're doing it simply. And that is the skill you want to nurture. For example, if a website visitor clicks on your 'Services' option, they should leave that page with a clear explanation of what you have to offer.
It is important to find the balance between showing your expertise and speaking to the ideal audience simply.
5. Use Keywords in Your Website Copy
Another effective marketing tool for lead generation is using targeted keywords. You don't need to run a complete SEO marketing campaign if you don't want to. However, finding and using keywords in your copy is important for increasing your visibility to leads.
Integrating keywords into your website copy can boost your rank in search engine results. This is because the keywords tell Google and clients that you are an expert on the topic. Read our article on how to optimize your site for Google for more SEO fitness copywriting tricks.
6. Understand the Bits & Bobs
To effectively introduce keywords into your website copy, you need to implement fitness copywriting techniques and structures that work. Do you know all the little bits of copy that exist in your website that Google monitors when deciding whether to guide searchers to your site?
These include meta descriptions, alt text, image captions, page titles, headlines, and more. In blog copy alone, you need to consider all of these bits and bobs and more, adding keywords so Google knows what you're discussing.
These include meta descriptions, alt text, image captions, page titles, headlines, and more. In blog copy alone, you need to consider all of these bits and bobs and more, adding keywords so Google knows what you're discussing.
Two important copy elements to prioritize for lead generation and client attraction are the headline and meta description. Write an incredible, eye-catching title or headline that stops them from scrolling through search results and keeps them reading. The meta description should summarize what the content is about and push them to find out more with a call-to-action (CTA).
The only purpose of the meta description and headline is to get them to read the next line – so make it:
- Attention-grabbing: Use keywords, promises, or controversial opinions.
- Specific: Use language that speaks directly to your ideal audience. Include keywords and phrases that show you meet their search intent.
- Time-sensitive: Give a call to action so there is a sense of urgency to connect with you.
The goal is to get the potential reader hooked immediately so they want to read what you have to say.
7. Identify Your Unique Selling Points (USPs)
Figuring out what makes your product or service unique is your next step – and it will likely be you! There are millions of trainers, fitness services, and gyms out there, but there's only one you. People don't buy personal training, they buy into personal trainers. When writing great copy for your personal trainer website, ask the following questions:
These USPs can push your copy from interesting to persuasive. This can be a key way to get reader buy-in and increase conversion rates
- Does your service address client needs differently from other fitness brands?
- Do you deliver the service or product in a distinct way that's more convenient or faster for the client to access?
- Are there special features or services that they would find useful that no one else is offering?
These USPs can push your copy from interesting to persuasive. This can be a key way to get reader buy-in and increase conversion rates
8. Always Pitch
With your USPs outlined and an understanding of your audience, it's time to pitch your service. Write about these unique selling points in a way that makes them shine. See every bit of copy you write as an opportunity to put your best foot forward and attract clients. This helps to make sure your content stays on track.
Use the elevator pitch method to make sure your pitch is short, succinct and to the point.
Use the elevator pitch method to make sure your pitch is short, succinct and to the point.
The goal of the content might be to offer in-depth advice on how to solve a specific problem, but it's also to help you sell your personal training services.
If you wrote a blog on mindfulness, for example, you could illustrate how you incorporate a healthy mental health attitude into your training service. Show why mental attitude is key to reaching fitness goals and how you support your clients to do so.
Always include your 'pitch' clearly and succinctly in the copy. Also, tie it off with a call-to-action. For the mental health example above, you might encourage readers to refer to your mental health and mindfulness services. Or you could link to a customer story sharing how you kept them motivated through their fitness journey.
If you wrote a blog on mindfulness, for example, you could illustrate how you incorporate a healthy mental health attitude into your training service. Show why mental attitude is key to reaching fitness goals and how you support your clients to do so.
Always include your 'pitch' clearly and succinctly in the copy. Also, tie it off with a call-to-action. For the mental health example above, you might encourage readers to refer to your mental health and mindfulness services. Or you could link to a customer story sharing how you kept them motivated through their fitness journey.
9. Share Success Stories
Speaking of customer stories – these can be an invaluable way to connect with ideal clients. Customer testimonials and reviews show successful health achievements and how you've supported people's fitness goals. They legitimize your place in the fitness industry, build trust, and create positive, powerful associations with your business and the viewer's health goals.
So how can you use customer success stories as copy?
Include quotes on your website pages like your 'Home', 'About Us', and services pages. Craft blogs following one client's journey with a video attached. Have a page dedicated to gathering reviews and link to it in your email marketing and other platforms.
You don't have to create all copy from scratch. Getting inspiration from your everyday clients, and their feedback, is a great way to generate copy.
10. Get Personal
Telling your customer stories (with their permission, of course) is one way to personalize copy. Speaking about yourself and business is another. Humanize your organization and write content authentically. Use your website copy to share the story of your fitness business, your own fitness journey, and why you value helping others with their goals.
Good writing is emotional. It speaks directly to the individual about their private thoughts and feelings.
Good writing is emotional. It speaks directly to the individual about their private thoughts and feelings.
Good copy is persuasive precisely because your client feels like you understand them. It promotes a sense of connection and relationship. Your client needs to feel like you get them.
Using narrative to craft that relationship is a skill and it takes practice – the practice of writing, sure, but also the practice of empathizing and speaking openly. In fitness, where people come with their vulnerabilities about their body and health goals, you want to connect and be perceived as authentic.
To develop your writing voice, practice makes perfect. Practice different copy forms like captions, blogs, email copy, etc. Also, write like you talk on a good day (without the umms and ahhs). Choose topics that you're very well informed about and use language that your audience understands and connects with.
Summing Up
Copywriting is a powerful skill for any fitness professional. Whether you want to become a freelance fitness copywriter or want to upgrade your website copy, it takes practice. But with lots of research, learning, and practice, you can write great copy that could be the thing that helps you reach key business goals.
With carefully crafted copy, you can reach potential clients, drive website traffic, and transform your website conversion game. The most important thing to remember is that copy is a tool for connection. Your job is to remember who you want to connect to and why to use this tool authentically.
If you want support on your website copywriting journey, we've got you. We'll help you tell your story through a website and copy marketing strategy designed just for you.
With carefully crafted copy, you can reach potential clients, drive website traffic, and transform your website conversion game. The most important thing to remember is that copy is a tool for connection. Your job is to remember who you want to connect to and why to use this tool authentically.
If you want support on your website copywriting journey, we've got you. We'll help you tell your story through a website and copy marketing strategy designed just for you.