Business of Fitness Gym Management blog

Your Website Has One Job: Is It Failing?

Have you thought about what your customer really wants and is that message being reflected on your website? This blog post will highlight pointers on conveying the right messages that speak to your clients.

Maddy Galvez
September 4, 2020
TLDR;

The problem is, most gym owners try to creatively motivate their customers to try their products and then try to create a compelling way to convince them that they can’t live without these products or services. This type of message, in turn, gets confusing. Find out how to fix your messaging!

Deliver Client Value

When it comes to your website, have you thought about what your client really wants, and is that message reflected on your website? Have you thought about what value(s) you’re bringing to your client?

Chances are you’re probably talking about yourself, your gym, and what your gym has to offer. When in reality, you should be talking about your clients, their problems, and how you can help solve their problems.

Read on and find out how to change your web copy so that it speaks to your audience. 

The problem starts when you start selling fitness classes. 

True persuasion or motivation has little to do with the actual product or features we are trying to sell. 

The problem is, most gym owners try to creatively motivate their customers to try their products and then try to create a compelling way to convince them that they can’t live without these products or services. This type of message, in turn, gets confusing.

This strategy falls short in truly motivating your customers to join your gym. Why? Because the best messages don’t come from your head or from telling your gym’s story. They come from your customers and helping them tell their stories. 

What you should be selling to your customers

Put yourself inside your customer’s heads and understand their true motivations and desires. Find out what they are and write them down. After all, they have found your website because they have some kind of problem. 

This will help connect their pain points with their motivation for buying your services. 

Here’s what you should be doing:

  • Stop talking about yourself!
  • Sell motivation
  • Pinpoint your customer’s struggles. What are their pain points?
  • What is their desired outcome? What is it that they can’t seem to attain and need your help with?

Identifying the above elements becomes the gateway for converting your leads. It will help you identify what words your customers are actually using, and they become your headers, sub-headers, tag-lines, and some of your site copy!

Whose story are you telling? Yours or your customers?

Here’s an exercise that will help you identify that:

  • Log on to your website
  • Take a snapshot of your homepage
  • Circle all the areas that talk about yourself or your business. 
  • Change the words in your copy to reflect your client’s motivations & desires

With the proper research into your client’s driving motivation, they will hop on your site and say: “It’s like you were reading my mind!”

Let us help you write your story

Our new website platform is launching on September 7th! We’re giving clients on the waitlist first dibs. Get on the waitlist now and let us help you tell your story.

Maddy Galvez

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