When writing fitness service descriptions for your personal trainer website it’s tempting to include as much info as possible so the website visitor knows exactly what they’re getting themselves into.
You might also want to include prices for different services, different number of sessions and the discounts a potential client gets for buying packages over single sessions.
Here’s why both of those things are mistakes and what to do instead.
1. Create a Buyer Persona
If you haven’t already, create a buyer persona so you know exactly who you’re talking to and more specifically, how knowledgeable they are about the service they’ll be buying.
This is important because a seasoned athlete will be more concerned with the features of your service than the benefits, because they already know the benefits.
But someone new to exercise won’t know how those features translate to reaching their goal so will be more interested in the benefits.
This is important because a seasoned athlete will be more concerned with the features of your service than the benefits, because they already know the benefits.
But someone new to exercise won’t know how those features translate to reaching their goal so will be more interested in the benefits.
2. Find the Motivation
When you understand whether your client needs to know more about features Vs. benefits, you can list the problems your service solves.
Did you hear about the ice delivery company that dominated the competition by guaranteeing their ice would be ice cold? All ice delivery companies deliver their ice cold, but the company that stated it as a guarantee made more sales.
Sometimes the website visitor will know what problem your service solves but spelling it out for them makes it much easier to connect your service with their goals.
Did you hear about the ice delivery company that dominated the competition by guaranteeing their ice would be ice cold? All ice delivery companies deliver their ice cold, but the company that stated it as a guarantee made more sales.
Sometimes the website visitor will know what problem your service solves but spelling it out for them makes it much easier to connect your service with their goals.
3. Justify Your Price
Whether or not your prices are high, listing what the website visitor will receive when they hire you makes it easier for them to justify paying for your services.
Kind of like how people pay more for a product with a bigger feature list, even if they aren’t going to use the extra features.
Kind of like how people pay more for a product with a bigger feature list, even if they aren’t going to use the extra features.
4. Connect With Emotion
Any trainer can train a client, a half decent trainer can even get good results. But great trainers connect the feeling of obtaining those results in their marketing.
One thing we ask our web design clients when we write their services copy is how their clients will feel when they accomplish their goal.
Confident, comfortable, sexy, accomplished… These are all words you should be including in your fitness service descriptions.
One thing we ask our web design clients when we write their services copy is how their clients will feel when they accomplish their goal.
Confident, comfortable, sexy, accomplished… These are all words you should be including in your fitness service descriptions.
5. Social Proof
Being able to show competence is the number one thing that will get you more leads from your personal trainer website.
If you can, be sure to list your services with a testimonial, a before after pic or even a video. You can also list your client achievements on a Results page and link to that from your main service descriptions as proof that you can do what you say you can do.
If you can, be sure to list your services with a testimonial, a before after pic or even a video. You can also list your client achievements on a Results page and link to that from your main service descriptions as proof that you can do what you say you can do.
6. Readability
Did you know that 70% of people don’t even read website copy? Most people just skip through the main headers, sub headers or read bullet points.
Instead of giving your website visitor a huge block of text to read, consider breaking down your service descriptions into headers with icons, bulleted lists or feature tables.
Instead of giving your website visitor a huge block of text to read, consider breaking down your service descriptions into headers with icons, bulleted lists or feature tables.
7. Search Engine Optimisation
Search Engine Optimisation (SEO) is the practice of optimising your content so that Google can easily understand what your website is about.
If you mention your service and location on your services page multiple times, Google will index that page and rank it higher on Google when someone searches for your service in your location.
If you mention your service and location on your services page multiple times, Google will index that page and rank it higher on Google when someone searches for your service in your location.
