As a personal trainer, your whole business is people. It's connecting with people and building a relationship in which they will put their trust in you to help them to be healthier.
Your job as the salesperson for your business is also to motivate those people into wanting to work with you, addressing their concerns as to whether your system will work for them and it's to show people that you can be trusted.
Trust is essential in a client-business relationship, and a part of that trust you develop starts with your business website and how you can relate to others. While it's true that design is a major trust factor for new website visitors, there are some less obvious essential that go in to building trust with potential clients.
1. Visibility Matters
The biggest key to running a trustworthy personal training website is in your visibility. In other words, if they find you Vs. you jumping in front of them with an offer.
When someone is on the lookout for a personal trainer, a ready to buy lead, they typically use the avenues that make the most sense to them. These might include:
If you're business is the first business Google, friends or Facebook mentions, you've already established trust be being a recommended resource.
When someone is on the lookout for a personal trainer, a ready to buy lead, they typically use the avenues that make the most sense to them. These might include:
- Searching on Google
- Asking friends and family
- Asking questions in their Facebook groups
If you're business is the first business Google, friends or Facebook mentions, you've already established trust be being a recommended resource.
READ MORE: RANK HIGHER IN SEARCH ENGINES
People become defensive over sales and marketing tactics because many sales website push people to buy, rather than offer their services. With better visibility and a robust online presence, you can have the exact response you want.
So, how DO you make sure that your website is more trustworthy than other personal trainers in the field?
2. Authentic Images
Stock images can be a great solution for fitness businesses that don't have their own photos yet, and done properly stock images can be very effective.
However. If you're going to market yourself as a professional, authentic and trustworthy personal trainer, then genuine, professional and honest images on your website will be more convincing and professional.
Check out the stock image vs a real image here:
However. If you're going to market yourself as a professional, authentic and trustworthy personal trainer, then genuine, professional and honest images on your website will be more convincing and professional.
Check out the stock image vs a real image here:
People are waking up to Photoshop and fake imagery, which means that you need real photos of real results and real people using your services. Real situations add a sprinkle of authenticity to your website.
3. Reviews
Some personal training websites avoid reviews and testimonials thinking that these are merely bragging about their services but reviews are one of the main thing a potential client looks for on your website to see how competent you are.
READ MORE: THE 4 C'S OF A SUCCESSFUL FITNESS WEBSITE
Not only that but linking it back to real social media reviews can also help. Social proof via testimonials is essential, so interacting with clients and asking for feedback to display on your website is crucial.
READ MORE: THE 4 C'S OF A SUCCESSFUL FITNESS WEBSITE
Not only that but linking it back to real social media reviews can also help. Social proof via testimonials is essential, so interacting with clients and asking for feedback to display on your website is crucial.
3. Lead Magnets
There is nothing worse than a constant sales pitch in every sentence. People are already on your website to to learn more about your personal training service; which means that they don't need a sale pushed down their throat.
Most of the time, you'll find that you won't get a sale with every visitor - and that's okay; people take time to decide and move through various stags of the buyer journey at their own pace.
Your job is to carefully balance the sales pitch with helpful content about why you do what you do and resources to help them take the next step. Like this free guide we created for Avens Fitness Systems to their website visitors understand the difference between online training and face to face personal training.
Most of the time, you'll find that you won't get a sale with every visitor - and that's okay; people take time to decide and move through various stags of the buyer journey at their own pace.
Your job is to carefully balance the sales pitch with helpful content about why you do what you do and resources to help them take the next step. Like this free guide we created for Avens Fitness Systems to their website visitors understand the difference between online training and face to face personal training.
Publish the resources that show that your product or service will benefit others, don't just scream how they should buy it. You have to show how your service solves a problem - once you do that, people are more likely to buy.
4. Publish Your Prices
This seems to be a huge debate in the fitness industry but all of the research seems to lean toward publishing your prices as the more favorable choice.
It makes sense when you think about it. Especially for cold website visitors. Whether we like it or not, people shop on price so it stands to reason that if you don't show your prices, your business will be forgotten.
Plus, I don't know about you but when I don't see prices for something, I immediately click the back button and check out the next website.
If you really can't show a price because they're truly customised to each client, show a from price so website visitors can get a ballpark figure and take their next step with you.
It makes sense when you think about it. Especially for cold website visitors. Whether we like it or not, people shop on price so it stands to reason that if you don't show your prices, your business will be forgotten.
Plus, I don't know about you but when I don't see prices for something, I immediately click the back button and check out the next website.
If you really can't show a price because they're truly customised to each client, show a from price so website visitors can get a ballpark figure and take their next step with you.
5. Trust by Association
Social proof is essential for your business, but you can also use logos of your partners to show on your website. People always recognise larger brands, and some kind of association with these larger brands will give your business some extra credit.
6. Calls to Action
Website visitors like to know where they're headed if they click on a button. Make an effort to make it clear to your traffic what will happen when they click a link or button on your site by making the call to action the action.
So, if you have a button on your site that takes people to Contact, make it known and use "Get in Touch".
Lastly, if you want someone to sign up with you and be added to your email list, let them know how often they should get an email from you. Be open and keep people informed. Once you break that mold, you will have a following that trusts what you say.
So, if you have a button on your site that takes people to Contact, make it known and use "Get in Touch".
Lastly, if you want someone to sign up with you and be added to your email list, let them know how often they should get an email from you. Be open and keep people informed. Once you break that mold, you will have a following that trusts what you say.
7. Speak to the Audience
Your website is there to be a face for your business. It's your chance to step up and perform, showing your prospective clients all about you.
When you write your content, use words like "you", "you're" and "your" so that you can talk to your audience as individuals instead of at them. People are more receptive to the message that you are trying to convey when you do this, and it allows people to engage and connect with you.
Take the time to learn how to engage your audience with words they use. "Hypertrophy" sounds great but some people don't know that it means "muscle growth". Show that your personal training business is providing a solution that cannot be beaten, and you can do this with the right language.
When you write your content, use words like "you", "you're" and "your" so that you can talk to your audience as individuals instead of at them. People are more receptive to the message that you are trying to convey when you do this, and it allows people to engage and connect with you.
Take the time to learn how to engage your audience with words they use. "Hypertrophy" sounds great but some people don't know that it means "muscle growth". Show that your personal training business is providing a solution that cannot be beaten, and you can do this with the right language.
