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Its frustrating isnt it?
Youre a great trainer, your clients love you, you get fantastic results and you have (what you think is) a great website to showcase your services with great graphics, great pictures and neat, jazzy logos and such and yet still youre finding that despite your greatest efforts, youre simply not getting any appreciable business.
Worse still, the small number of people who actually find your website in the first place dont stay long enough to find out what youreabout or bother to follow up with a call, an email or anything remotely resembling interest.
Whats going wrong?
Why isnt this site that cost you a fair bit of your hard earned cash and tons of your even more valuable time actually delivering results for you?
I bet this is a question youve asked yourself HUNDREDS of times right? And youre not alone.
Virtually every personal trainer I have ever coached has had the same problem and I receive thousands of emails a year from others who echo it too.
Well, Ive never even seen your site but I guarantee you that if the above describes you then one or more of these 5 factors are contributing to the lack of traffic and lack of interest from your hottest prospects:
Deadly Mistake Number 1: Your site lacks the WIIFM factor.
When prospects arrive at your site the first thing theyre looking for a reason to either stay on your site or press back on their browser toolbar. Like you, their time is precious and they simply want to know Whats in it for me to stay on this page?. Quite obvious really isnt it?
So why is it then that 99% of personal trainers have their landing page all about themselves?
You know what Im talking about. Theres a picture of themselves, usually in a tank top (!), and a list of their certifications, work experience and some inane or even INSANE drivel about how they promise to help.
Talk about lacking WIIFM factor!
Successful sites, those that get lots of traffic and people that actually take action as a result of visiting them tell the prospect UP FRONT whats in it for them to stay by demonstrating clearly an understanding of their problem.
They dont say Bobs 1-to-1 will get you fitter than youve ever been before they say Have you tried every fad diet, every celebrity workout and bought every fitness gizmo off of the shopping channel and yet youre STILL struggling to lose weight?
See the difference?
The successful site understands what they prospect is going through and feeling and shows that understanding by describing the problem and coming up with a unique solution to it.
Does your site do this? (Take the time to write your answer now)
Deadly Mistake Number 2: You dont attract prospects that would buy your product or service in the first place.
In short, youre marketing to everyone, the entire world in the hope that, if you put out enough bait youre bound to attract someone eventually right?
Wrong!
Put out bait for everyone and youll get no-one.
Why?
Because people want different things.
One wants golf conditioning, one wants weight loss, one wants to improve his jump-shot. Sure, you might have the knowledge, skills and abilities to achieve all this and more but if you tell everyone this what are you saying?
How about jack of all trades master of none?
If you want golfers then build a site dedicated to golfers. If you want weight loss clients then build one for them. Likewise athletes.
Without adding a single certification or doing another minute of study youve moved into expert status and are much more likely to appear attractive in the eyes of your prospects and made it much more likely that those with a particular goal or interest will seek you out.
You doing this? (Explain how it could do this better now)
Deadly Mistake Number 3: Your website doesnt look professional.
Most fitness website look like they were put together overnight by a 6 year old.
They use uncomplimentary mixes of fonts, colors and graphics, cheesy stock photography or poorly framed digital pictures that they took themselves and have navigation and page layouts that make the whole site look and feel clumsy to navigate.
If this describes your site then youre got to know, this is simply killing your credibility as a professional!
Its the internet equivalent of turning up to a top-notch business meeting in your working out clothes and muddy sneakers. You just wouldnt be taken seriously would you?
The web is no different.
If you want to be seen as a professional then your Netiquette needs to be on the ball. Clean, crisp page layouts, professional fonts (NOT Comic sans), relevant or deliberately abstract graphics (but not a haphazard mix) and lots of white space between sentences and paragraphs.
Also, keep your sentences shorter than normal as well as light and conversational in tone rather than using the grammar and punctuation you were taught in class.
Does your site look like this? (what could be done to make your site more professional)
Deadly Mistake Number 4: You dont tell people your story.
Could you imagine walking into a bar and asking the first person you laid eyes on to marry you? Wouldnt be very likely to a yes response would you?
So why do you try that approach with your website?
You know what I mean.
You simply post your services in a list that says this is what I do and this is what I charge, want to hire me?. In effect, youre proposing before they know anything about what youre offering and yourewondering why people arent buying?!
A buying relationship isnt really that different to any other relationship really. Simply spend some time building trust before you ask for their hand in marriage. Online (same as offline) you build that trust by telling your story.
Your story is not just WHAT you do but also WHY you do it, WHEN you found this out and HOW you have used it to generate better results for your clients.
When you tell their story to your prospects they trust you, they start to feel that they know you, they like you and they feel much more inclined to give you their hand.
Do you tell your story? (what could you do to tell a better story?)
Deadly Mistake Number 5: You dont give people a reason to come back.
Chances are, a prospect wont contact you from their first visit to your site.
Theyre shopping. Theyre looking around and theyre comparing you to all of the other trainers in your area to see who looks most up to the job. You most probably do the same right?
Now, if your site is like most trainers sites, its what I call a static ad. A few pictures, an about me page and a list of services and fees. Its a kind of online flyer with all the important facts about your business laid out for the world to see.
So, answer me this;
If I left your site to go off and compare yours service to that of the other trainers in your area, why would I need to come back? I mean, I already have your number and the prices right? Why do I need to come back?
They answer is; I dont!
Worse still, because I dont come back, I forget about you altogether!
Youve GOT to have a come back strategy for your site or youre simply throwing your money away.
But what makes a person come back?
Information!
Information is the currency of the web and those who have the most and the best get the prize every time.
You need new articles on a regular basis that demonstrate your knowledge, skills and abilities as a trainer and that give your prospect real, tangible, useful advice that they can use.
You need a permission item. Something of value that youre willing to give for free in exchange for the permission to contact the prospect again.
Free reports, e-books, audios, interviews and the like can be extremely valuable to helping prospects make their decision about who to work with and make it much easier for you to establish expert status in their eyes.
And the best thing is, in exchange for information you WANT them to read, you get their email address and permission to contact them again with other useful stuff. In other words, youre not a spamming pest, you become a welcome guest!
Do you give your prospects a reason to come back? (Think of more reasons)
Look, none of this is exactly rocket science is it? I mean, all you have to do is look around the internet at the sites that YOU like, that YOU visit and that YOU re-visit and youll see that every single one of these points have been covered to great effect.
They tell you clearly whats in it for prospects to keep reading.
They target specific prospects and talk to them about the problems that theyre facing.
They have a crisp, clean, professional look that is befitting of an expert in their field.
They tell the full story about what, when, why and how they provide their service and build a relationship of trust.
They create a reason to comeback, a reason to maintain the relationship and in doing so vastly increase their chances of eventually getting the client.
Thats it!
Forget meta tags, search engine optimization and all that other technical stuff for now, its not that important yet. What is, is making sure that when a client finds you that theyll hang around long enough to hear what you have to say and, like it.
Sounds simple and it is.
However, simple doesnt always imply easy does it?
Youve got to put some thought into this.
Youve got to start treating your website as what it is. The front of your store!
Start today. Dont delay. Dont procrastinate.
Every day you wait is another client lost. Maybe more.
In less than a week from now you could and should have a website that actually enhances your business and generates an endless stream of clients.
But you have to start!
Its frustrative isnt it?
Youre a great trainer, your clients love you, you get fantastic results and you have (what you think is) a great website to showcase your services with great graphics, great pictures and neat, jazzy logos and such and yet still youre finding that despite your greatest efforts, youre simply not getting any appreciable business.
Worse still, the small keep down of multitude who actually find your website in the first place dont stay long enough to find out what youreabout or hassle to follow up with a call, an email or anything remotely resembling interest.
Whats going wrong?
Why isnt this site that cost you a fair bit of your hard earned cash and tons of your even more useful time really delivering results for you?
I bet this is a interrogative youve asked yourself HUNDREDS of times right? And youre not alone.
Virtually every personal trainer I have ever coached has had the same problem and I receive thousands of emails a year from others who echo it too.
Well, Ive never even seen your site but I guarantee you that if the above describes you then one or more of these 5 factors are contributing to the lack of traffic and lack of interest from your hottest prospects:
Deadly Mistake bit 1: Your site lacks the WIIFM factor.
When prospects arrive at your site the first thing theyre looking for a conclude to either stay on your site or press back on their browser toolbar. Like you, their time is cherished and they simply want to know Whats in it for me to stay on this page?. Quite obvious really isnt it?
So why is it then that 99% of personal trainers have their landing page all about themselves?
You know what Im talking about. Theres a picture of themselves, commonly in a tank top (!), and a list of their certifications, work experience and some inane or even INSANE slabber about how they promise to help.
Talk about lacking WIIFM factor!
Successful sites, those that get lots of traffic and people that actually take process as a outcome of visiting them tell the prospect UP FRONT whats in it for them to stay by demonstrating distinctly an understanding of their problem.
They dont say Bobs 1-to-1 will get you fitter than youve ever been before they say Have you tried every fad diet, every celebrity workout and bought every fitness gizmo off of the shopping channel and yet youre STILL struggling to lose weight?
See the difference?
The successful site understands what they prospect is going through and feeling and shows that understanding by describing the problem and coming up with a unparalleled solution to it.
Does your site do this? (Take the time to write your answer now)
Deadly err Number 2: You dont attract prospects that would buy your product or servicing in the first place.
In short, youre merchandising to everyone, the intact world in the hope that, if you put out enough bait youre bound to draw in someone eventually right?
Wrong!
Put out bait for everyone and youll get no-one.
Why?
Because people want unlike things.
One wants golf conditioning, one wants burthen loss, one wants to improve his jump-shot. Sure, you might have the knowledge, skills and abilities to achieve all this and more but if you tell everyone this what are you saying?
How about jack of all trades passkey of none?
If you want golfers then build a site consecrated to golfers. If you want weight unit loss clients then build one for them. Similarly athletes.
Without adding a single credentials or doing another minute of study youve moved into proficient condition and are much more likely to appear attractive in the eyes of your prospects and made it much more in all probability that those with a particular goal or pursuit will seek you out.
You doing this? (Explain how it could do this better now)
Deadly misapprehension Number 3: Your website doesnt look professional.
Most fittingness website look like they were put in collaboration overnight by a 6 year old.
They use uncomplimentary mixes of fonts, colours and graphics, cheesy stock picture taking or badly framed digital pictures that they took themselves and have navigation and page layouts that make the whole site look and feel clumsy to navigate.
If this describes your site then youre got to know, this is simply killing your credibility as a professional!
Its the internet equivalent of turning up to a top-notch business meeting in your working out clothes and muddy sneakers. You just wouldnt be taken gravely would you?
The web is no different.
If you want to be seen as a professional then your Netiquette needs to be on the ball. Clean, crisp page layouts, professional fonts (NOT Comic sans), relevant or deliberately abstract artwork (but not a slipshod mix) and lots of white space between sentences and paragraphs.
Also, keep your sentences shorter than normal as well as light and conversational in tone rather than using the grammar and punctuation mark you were taught in class.
Does your site look like this? (what could be done to make your site more professional)
Deadly Mistake telephone number 4: You dont tell people your story.
Could you suppose walk into a bar and asking the first person you laid eyes on to marry you? Wouldnt be very probable to a yes response would you?
So why do you try that approach with your website?
You know what I mean.
You just post your services in a list that says this is what I do and this is what I charge, want to hire me?. In effect, youre proposing before they know anything about what youre offering and yourewondering why people arent buying?!
A purchasing relationship isnt really that different to any other human relationship really. Simply spend some time building trust ahead you ask for their hand in marriage. Online (same as offline) you build that trust by telling your story.
Your story is not just WHAT you do but also WHY you do it, WHEN you found this out and HOW you have used it to bring forth improve results for your clients.
When you tell their story to your prospects they trust you, they start to feel that they know you, they like you and they feel much more inclined to give you their hand.
Do you tell your story? (what could you do to tell a better story?)
Deadly Mistake numeral 5: You dont give people a ground to come back.
Chances are, a scene wont liaison you from their first visit to your site.
Theyre shopping. Theyre looking around and theyre comparison you to all of the other trainers in your area to see who looks most up to the job. You most believably do the same right?
Now, if your site is like most trainers sites, its what I call a static ad. A few pictures, an about me page and a list of services and fees. Its a kind of online flyer with all the important facts about your byplay laid out for the world to see.
So, answer me this;
If I left your site to go off and compare yours armed service to that of the other trainers in your area, why would I need to come back? I mean, I already have your amount and the prices right? Why do I need to come back?
They answer is; I dont!
Worse still, because I dont come back, I blank out about you altogether!
Youve GOT to have a come back strategy for your site or youre simply throwing your money away.
But what makes a someone come back?
Information!
Information is the currency of the web and those who have the most and the best get the prize every time.
You need new articles on a fixture basis that demonstrate your knowledge, skills and abilities as a trainer and that give your prospect real, tangible, useful advice that they can use.
You need a permission item. Something of value that youre willing to give for free in switch for the permit to contact the prospect again.
Free reports, e-books, audios, interviews and the like can be extremely valuable to helping prospects make their decision about who to work with and make it much easier for you to establish practiced status in their eyes.
And the best thing is, in exchange for information you WANT them to read, you get their email address and permission to contact them again with other useful stuff. In other words, youre not a spamming pest, you become a welcome guest!
Do you give your prospects a reason to come back? (Think of more reasons)
Look, none of this is just rocket salad science is it? I mean, all you have to do is look around the Net at the sites that YOU like, that YOU visit and that YOU re-visit and youll see that every single one of these points have been covered to great effect.
They tell you clearly whats in it for prospects to keep reading.
They target specific prospects and talk to them about the problems that theyre facing.
They have a crisp, clean, professional look that is befitting of an expert in their field.
They tell the full story about what, when, why and how they render their service and build a relationship of trust.
They create a rationality to comeback, a understanding to maintain the family relationship and in doing so vastly increase their chances of eventually getting the client.
Thats it!
Forget meta tags, search engine optimization and all that other technical stuff for now, its not that crucial yet. What is, is making sure that when a client finds you that theyll hang more or less long enough to hear what you have to say and, like it.
Sounds uncomplicated and it is.
However, simple doesnt ever imply easy does it?
Youve got to put some thought into this.
Youve got to start treating your website as what it is. The front of your store!
Start today. Dont delay. Dont procrastinate.
Every day you wait is another node lost. Maybe more.
In less than a week from now you could and should have a website that actually enhances your commercial enterprise and generates an endless rain cats and dogs of clients.
But you have to start!
.
About the Author (text)Dax Moy is one of the fitness industry\'s leading success coaches offering mentoring and coaching to fitness entrepreneurs.
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