Is your website attracting as many new clients as it’s supposed to? Here’s what to do to make a potential client call you after they come across your page. Your website is usually the first place your future clients get to know you. And the Homepage is the very first thing they will see. Here are 8 elements a Homepage must have to effectively convert its viewers to your clients.
The first thing to know is that you’ve got about 3 seconds to interest a future client. They will have tens of pages open at the same time. They are going to scan them and immediately close those which look confusing, unclear, or suspicious. And that’s what you need a good tagline for: to make the viewer sure they’ve got into the page they are looking for.
A tagline is a one-liner telling a potential client what you’re offering. It should be short, clear, and concise. Make it include the type of your service and location – people looking for a personal trainer will be the most interested in offers from their neighborhood, city, or region. Here are some examples of a good tagline:
- “John Smith, Personal Trainer and Nutrition Specialist in Boston, MA”
- “Supreme Fitness, 1-on-1 Training and Bootcamp in London and surrounding areas”
letsbelean.co.uk is an example of a homepage with a good tagline:
2. GENUINE INFO ABOUT YOUR BUSINESS
Honesty and transparence – that’s what your website needs above all. You shouldn’t make your future client wonder about your company: “Is it just one trainer, or more? Is it a gym or an independent fitness pro?” If you’re by yourself, don’t be afraid of using “I”. If there are 3 trainers in your company, write about it straight ahead.
Imagine you’re looking for a dentist. Would you like to get some info about the superb dental clinic you’re going to visit, or rather about the specific doctor (and their competence) who is going to take care of your teeth?
Don’t write “training company”, “facility”, etc. Your potential clients are the most interested in WHO will be taking care of them – WHO will be training them. So don’t show them “a company”, show them yourself, show them your fellow-trainers right away. In personal training business the ‘personal’ is the crucial factor.
Here’s a nice example of personal approach at tessietracy.com:
3. YOUR PHOTO
Again, it’s all about the ‘personal’ approach. Don’t show your potential client a nice picture of a trainer working with a client. And please DO NOT show them an apple with a measuring tape (saw hundreds of them at trainers’ websites). Instead, show them a nice picture of the trainer they are looking for – you. Show them your picture working with your client. Make them stop looking for a personal trainer, make them find you.
A sound example of what we’re talking about is amandamestre.com:
And if you don’t feel like smiling at your clients right from your homepage, you may always show them your professional side, like here at embody-training.co.uk. Yes, this is the trainer at the photo:
So the viewer has seen your tag line – they know they’ve got into the right place. They’ve seen short and honest info about you along with your picture. At this moment, they might be thinking of becoming your client. And right at the moment they are thinking it, they should see a short tip on how to become your client – at this very moment, you should tell them what to do. And that’s the call to action. It’s very simple, and very powerful at the same time. Usually it sounds like:
- “Call me today and book your first appointment!”
- “Email me right away and we’ll set up a free consultation.”
It can also include a benefit:
- “Contact me now and make your first step towards your fitness goal!”
- “Give me a call and we’ll pursuit your fitness goals together!”
See a perfect example at paulraynerfitness.co.uk:
5. PHONE NUMBER & EMAIL ADDRESS
So now after the call-to-action, your potential client wants to contact you. Yes, they can go to the contact details section. But you’ll spare them this additional step if your contact number and/or email address will be right there on plate. It’s just a line or two – doesn’t take much place. But it will considerably shorten the way from discovering you to contacting you.
Look at the top right corner of houseoffitnessla.com, where you can see all the contact data:
6. ‘ABOVE THE FOLD’ ORGANIZATION
That’s quite a few elements to organize on the website. Make sure the most important information and the call-to-action fit at the top of the page. This way your viewer/future client doesn’t have to scroll the page to get to the pieces they are most interested in. Don’t make the homepage an elaborate. The faster they get all the info they want, the smaller the chance they’ll feel bored and confused enough to leave your page.
You may check out ashleylanefitness.com to see what the above-the-fold is all about:
7. CLEAR AND INTUITIVE NAVIGATION
Your homepage should also give the opportunity to easily get to more info about you, your services, contact details and so on. In short, it needs a clear and user-friendly navigation. And according to Steve Krug, the author of Don’t Make Me Think, there are two golden rules of a well-made navigation:
a) Do not use creative tag names. Don’t make them sound mysterious. Your viewer didn’t get to your site for a spiritual adventure – they got there for specific information they want. So don’t make them wonder about the names of the sections and their content. Don’t use “PROFILE”, “WHO WE ARE”, or else for ”ABOUT”. Use the phrases people have got used to – this way, they will find what they want faster and won’t get irritated on the way.
b) Make the order of the tags conventional. We’re all used to looking for contact details at the end of the navigation menu – so leave the CONTACT where everybody likes it the most. That’s an easy way to make your future client feel everything is on the right place – which creates a good connotation with you.
At the bottom of your page, you should have the official info about your business: the full name of the company/your name and the full address of your business. That allows your viewer to be sure they are dealing with an actual, existing company – creates the trust you need from the client. Plus they are able to additionally locate your business in space – that will make them feel more familiar with your company.
Hope this helps. Take a look at the pages we mentioned here and compare them with your site. Make some improvements at your homepage and get more new clients.
This is the first part of the How to Get More New Clients Using the Personal Trainer’s Website series. More tips on how to boost your website in the upcoming articles.