Pretend you're running an online store, not a gym website.
This is important to start off with because it's not a tweak you're making to your website, but a tweak to your mindset.
You don't have a gym website. You have an online store where people buy memberships to your gym.
If you're running a store, you put the product front and center. You make it easy to purchase the products. You don't hide the product options or make it hard for customers to checkout when they're ready to purchase.
It's important to do the same with your own online store.
Make it clear what your product offerings are. Make it easy for customers to shop each of your products or memberships. And make it easy for the customer to checkout when they make a decision to purchase; don't put roadblocks in front of them.
Keep the mindset that you're running an e-commerce business whenever you make changes to your website. Ask yourself: will this help or hinder customers from making purchases from my store?
Make it easy to scan.
Have a clear hierarchy. And keep paragraphs short.
Web visitors will never read a full webpage from start to finish. Users scan the headlines and then they read pieces of each page that interest them.
Don't believe me? I'm almost certain that you got bogged down before you even started this paragraph just based on the sheer length of it. When you saw this paragraph your eyes glazed over and your mind almost certainly skipped to the next paragraph or even further. Every page has so much information to process and we like shortcuts.
Studies show that most website users scan in an 'F' shape. Jerry Cao, from The Next Web explains:
The F refers to the reader first scanning a horizontal line across the top of the screen, as is understandable for cultures that read left-to-right. Next, the user scans a vertical line down the left side of the screen, looking for keywords or points of interest in the paragraph’s initial sentences or subsection titles. When the reader finds something they like, they begin reading normally, forming horizontal lines.
Use simple language.
Just like your mind scans ahead when it sees a large wall of text, it will skip ahead when it encounters overcomplicated words and jargon.
A good simple test for the writing on your website is this: when I read it aloud does it sound natural? Is this how I'd explain it to a friend trying CrossFit for the first time?
If it sounds more like a college essay than you talking to a friend, you should rewrite it.
Make reaching out easy.
It should be easy and comfortable for a user to reach out to you when they are looking to start a conversation. This comes down to two things: it must be easy to find the contact form and it must be commitment free.
Make it easy to for customers to find the contact form by including a link to the contact form in the menu. It's also a great idea to include a link to the contact form – or even a full contact form – at the bottom of pages where customers may have questions.
Make it feel light and easy for customers to contact you – no strings attached. Don't ask them to sign up for an e-mail list. Don't require tons of personal information.
Many customers just want to hear your voice and build that trust with you before they pull the trigger. Remove as many roadblocks as possible.
Speaking of building trust – use testimonials throughout your site to build trust with potential clients.
If you have very few (or only one) testimonial then use them on your landing page. Then contact some of your happy clients and ask them for a testimonial. Or find current clients who've given you positive reviews on Yelp and ask them if you can share it on your page.
If you have many, add relevant testimonials to the bottom of important pages. Particularly pages that lead towards a checkout.
- Pretend you're running an online store, not a gym website.
- Make it easy to scan.
- Use simple language.
- Make reaching out easy.
- Use testimonials.
How many rules are you following? How many do you need to improve on?
Add a comment or drop us a message to let us know. If you've found other tips that have worked out on your page, please share it. And questions are always welcomed, too.
This post was heavily influenced by this amazing article from David Tendrich and Millo.