Think back to the last business you visited. Maybe it was a restaurant down the block or another studio in your area. How did you find them? Did you research them online? If you’re like 81% of shoppers, you did. An optimized, easy-to-use website is crucial for your business since the majority of your potential members will research your studio online before joining. Whether you’re looking to create the first page for your new gym or just hoping to revamp your existing site, we’ve broken down five must-haves for your website:
1. High-quality content
When creating your site, lean heavily on images and graphics. People don’t spend time reading information on sites anymore, and you’re not going to convey what sets your business apart by telling someone -- you have to show them. (To read more ways to set your studio apart, check out our blog on Marketing Your Studio to Increase New Memberships.)
You can also consider adding a blog to your site. The most important question, though, if you have one, will you do it? From an SEO-stance, a blog can boost your page ranking if you create content based on keywords you want to hone in on. For example, if you’re a Pilates studio and you specialize in Pilates for injury recovery, then a blog about “X Pilates Moves to Help Prevent Back Injury” can be a useful way of boosting your organic ranking for people searching “Pilates for back injury” or “Pilates for injury recovery.” That type of fresh content can also keep your website higher on Google searches due to their indexing system. Once a week to once a month is a good goal to start with.
2. Call-to-action buttons
When someone visits your site, what action do you want them to take? Do you want them to sign up for a membership? Join your email list? Contact you to set up a consultation? Whatever action it is you most want them to take, make sure you’ve got a clear call-to-action button. And make it specific! Contentverve found that when fitness businesses changed their call-to-action button from “Get your membership” to “Find your gym and get membership,” click-through rates increased by 200%. You can also rely on a well-timed pop-up button on your site to make sure your call-to-action gets in front of site visitors. In fact, many website owners saw up to a 40% sales increase when they used pop-ups.
3. Contact information
This may seem like a no brainer, but it’s important to make sure your contact information is readily available. Studies show that most internet users spend fewer than 15 seconds on a given web page before leaving, so if someone can’t find your contact info in 15 seconds or less, it’s likely you’ll lose them as a potential member. Hyperlinking your contact information can increase usability, as well. This includes an email address, clickable phone number, or a “Contact Us” form for users to submit questions.
4. Mobile-responsive template
So far in 2017, over 50% of website traffic has been from a mobile phone. Even Google found that 61% of its users were unlikely to return to a site if they had trouble accessing it on mobile. So, ensuring your website adapts to any mobile device and has a smooth user interface is crucial. You can do this by either selecting a responsive website template that already works on desktop, tablets and mobile, or developing a mobile-responsive site yourself.
5. Ability to track metrics
While website traffic won’t mean much to your site visitors, it’s important for you as the website owner to know what’s working and what’s not. Google Analytics and Insights give a great rundown of website traffic data. You can get an idea of the number of visitors to the website with a breakdown of first-time visitors vs. returning visitors. You can even see the average amount of time a user spends on your website and the pages they are spending their time on. Month-over-month, you will be able to see which pages are most helpful to your visitors so that when you make any changes to your website, you can be strategic about the content you’re adding.
To learn more, schedule your free marketing consultation with us today! We’d love to talk about how our team can help optimize your studio’s website and drive more leads to your business.