Your website is one of your most important marketing assets and your website content is the reason why. In today's world, your website is the prime piece of real estate that any business owns. Even if you have an actual, in real life facility, the vast majority of people are going to check out your website first.
Step 1: How To Write Your Home Page
The homepage is generally the 'wordy' web page. The imagery and headlines are the most important thing on this page, because the human brain will recognize and be drawn to images and headlines before the paragraphs.
The headlines on the homepage should convey exactly what it is you do and where you do it in a line or two so that the website visitor knows they're in the right place. It also needs to be succinct with what the user may have typed in to a search engine to find you. For example: If the user types...
"Personal Training in Harrogate"
... in to Google. The first thing they see should be those words or something very similar. This confirms to the website visitors brain that they have found what they are searching for and they'll be more likely to spend time on your website.
Here's a website we built for a company is Roscommon, Ireland. Guess what these guys do and where they do it:
Next up, we need to have a think about where most of the website visitors who land on your home page will come from. In most cases, visitors come from Google or a social network. But if they're landing on your home page they're more than likely someone who DOESN'T know you.
This type of website visitor is called a cold lead. And the job of the home page is to invite the visitor to view other pages of your website.
Introduce the Business
In your first header, try to quickly state who the site is for. Don't try to appeal to everyone, you should know your particular niche and speak directly to them. For example:
Follow this with a 3-4 sentence paragraph about what you do, who you do it for and why you're different.
Underneath this paragraph, add a call to action inviting the visitor to do something. Remember, the goal of your website is to get new LEADS... It needs to be super easy for website visitors (<-- potential clients) to easily contact you so you can turn them in to client.
Your first call to action (usually a button) could prompt them to do this.
Introduce the Services
If the visitor hasn't clicked on the button to contact you already, they need more information. The most obvious information they might be looking for is 'do you provide what they are looking for at a reasonable cost and in a convenient location'.
Now's the time to introduce your services and a call to action so that the reader can quickly identify what they should do next.
The call to action, "Learn More" is quite important at this point because if the visitor is looking for pricing, they know they need to click on that. Make it easy for the visitor to find what they are looking for.
Other Home Page Elements
Other elements you may want to add to your home page are:
The main point of any web page is to meet the visitor where THEY are at in the sales process and make your pages as easy and inviting as possible.
Step 2: Let's Write Your About Page
The about page is the page that I see a lot of trainers struggle the most with when writing. Here is the one thing that you need to know to write a great about page;
Nobody cares about you, only what you can do for them.
Now, with that in mind, the purpose of the about page is to show empathy. To show that you understand and have experience with the client's struggle.
You are writing your story, but in a way that shows you relate to the client. You should talk up your achievements, but in a way that it is relevant to the client.
There's generally 2 kinds of back stories that PT's have.
Talk about your struggles, your low points and how that felt. This will connect with where the reader is currently. Then talk about the battles that you overcame and where you are now. This will connect with where the audience wants to be.
The page should be written in the form of a human story. Not a checklist of qualifications.
Understand that nobody cares about your qualifications or experience, unless you frame it in a way that they can relate to themselves. The average client doesn't understand a list of credentials. It might impress other trainers, but the way to impress a client is by showing that you understand their struggle.
A basic outline to follow for the about page is this:
I had this problem > I did this to overcome the problem > Now I do this to help you overcome the problem
Here's a good example of an about page that relate to your clients:
Step 3: How To Write Your Services Page
To repeat what I said about the About page: nobody cares about what you do, only what you can do for them.
Your packages should be sold on benefits, not on features. What's the difference?
A feature is:
- 3 training sessions per week
- Train at X gym
A benefit is:
- Lose 10-20lbs
- Fit in your skinny jeans
Personal Training is a 'necessary evil'. Nobody really wants a trainer, they want the outcomes of a new body, strength, confidence, etc.
Present your packages for how they relate to the outcomes that the client desires. The mechanics and logistics of making that happen is not important at this stage, it is not a selling point.
In the example above, notice how we added the benefits up top, who the package is ideal for and the results they can expect. And added a list of features to help the website visitor differentiate between each package.
Should you present specific packages or just an overview?
This depends; showing your packages up front will stop time-wasters from contacting you. If they know what it involves and the price, and they get in touch, they are serious.
However, as the professional, you should be telling them what they need to do to achieve their goals. Let's be honest, they don't know. That is why they come to you. In the absence of any actual knowledge, the only thing they have to choose by is price.
You're not going to get people buying training from your website without speaking to you first, so it makes sense to 'sell' the consultation at this point and then advise the best packages and actually make an agreement to work together in the sales conversation.
The purpose of the packages page therefore, is to move someone to the next step of the process, which is contacting you to have a consultation.
Step 4: How To Write Your Contact Page
The contact page is an underutilized page on most websites.
At any point that a user takes an action, there's the chance of them dropping off. If someone's read the rest of your site and thinks they want to get in touch, they will click to the contact page. A percentage of these people will never contact you.
You should use the page to do a couple of things:
Here's an example:
If you would like some help losing 10-20lbs in the next 12 weeks, do not hesitate to get in touch.
A little bit of copy to re-assure and set expectations will both make more people complete the form, and when they know how you are going to respond, also be ready to receive your response.
There's nothing more frustrating as a trainer than a hot lead coming in, and then you not being able to get in touch with them. You can combat this by telling them at this stage how and when they should expect to hear from you.
You can also use the contact form to gather more information than just their contact details.
Use it to qualify your leads, by asking a couple of questions about their situation and goals.
Step 5: Let's Start Writing Your Content Pages
What you actually write in blog posts is beyond the scope of this article. It depends on your niche, who you're writing for and the type of information they would like to consume.
To find out WHAT to write, follow the first principle of L.E.A.R.N. Listen to your clients. Ask them what they want to read. Send out surveys to their email, create a poll in your Facebook group or mention it at the end of a face to face session. They'll have all the answers.
What we will mention here, is what else goes on the blog page.
It is always a good idea to have an opt-in for your email list. This can go at the top, bottom or side of the page. If someone is reading your content, there's a good chance they would want to get more content and will opt-in to your list.
Make the most of the pages where people are likely to spend large amount of time by ensuring you have a strong opt-in offer clearly visible.
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