What every fitness coach’s squarespace website needs to succeed
As a wellness entrepreneur, you’ve committed to helping people…it’s your main goal. With your wellness website, you need to show potential clients that you understand their problems and have the solutions for them. The best thing to know is that your website is working for you 24/7. Your website is your greatest ‘employee’ so it needs to be at its best all the time.
The list below is a great resource if you’re currently designing your wellness website and you can use it as a guide. If you already have a website, it can be a great tool to use to audit your site if you’re not consistently generating leads.
1. Strategic CTA (call to action). Is your wellness business website telling visitors what they should do next?
Option 1: Your ideal client lands on your website. They navigate down your homepage trying to figure out if your offerings are exactly what they need. They get all the way to the footer at the bottom of your website and are now unsure of what to do next.
Option 2: Your ideal client lands on your website. They navigate your homepage and get a clear understanding of what it is you do, who you serve and find your top level services section. There’s a button prompting them to check out your services. They click the button and read all the details about each service you offer. They like what they read and want to learn a bit more from you so they click a button prompting them to schedule a free consult call. They’re excited for the next steps.
From the two options above, I think we can agree that option 2 sounds like the desired outcome. Here, you have walked them through exactly what it was you wanted them to do. Having clear CTAs are a necessary part of your web strategy. You need to guide people through what to do on your site.
What main goal(s) are you trying to accomplish when people are on your site? It is best to keep them to 1 or 2 clear goals so you don’t overwhelm your viewers. Do you want them to book a consult call? Sign up for your email list? Read your blog? Buy your exclusive program?
Once you figure out your main goals that will best serve your desired results, it is easy to know what your CTAs are and where to implement them.
It is best to have at least one call-to-action on each page. It is even better to have multiple CTAs on a page leading to the same result. Viewers usually need a few prompts before actually taking action so don’t be afraid to add those CTAs on your pages!
To create strong calls-to-action, follow these best practices that will generate leads:
Make them action-oriented
Use persuasive words
Stand out visually
Make it easy to find them
2. Blog/ Created Content
Creating consistent valuable content is very important for quite a few reasons. Yes, it can be a blog but the content you share doesn’t necessarily need to be a written blog. Enjoy video more? Start a Youtube channel. Prefer to chat but also love the idea of staying in your comfy clothes and not worrying about being ‘’camera ready’? Share your knowledge through podcasting.
There are plenty of transcription services that can transcribe your content so you can share the video/podcast on your ‘blog’ page. The main takeaway is...share your quality content that people can’t wait to dive into!
The main reasons to share consist quality content?
Establish your street cred.
- By sharing your knowledge, you establish yourself as an expert on a specific topic and become a go-to resource.It’s great for you SEO (search engine optimization)
- By providing consistent, high quality, relevant content, you help move up the ranks in Google. The Google masters love fresh, unique content and websites that stay up-to-date.Build relationships
- The more you share, the more people get to know you and that builds trust. People like to buy from those they know, like and trust.
3. Social Proof. Is your wellness business website sharing amazing testimonials from past clients?
This includes using testimonials strategically on your website and sharing brands you’ve worked with or media you’ve been featured on.
Having testimonials on your website also makes it more personable and welcoming. Potential clients get a better sense of what kind of person you’re like to work with and the results others have received from working with you. For the potential client, it’s a good feeling knowing there were others that came before them and had an amazing experience.
Again, this plays to the know, like and trust factor and establishing your street cred.
Want to learn more about testimonials? Check out this blog post.
4. Captivating About Page. Talk more about how you can help your ideal client and less about you.
This page often gets overlooked and neglected when the truth is, it’s one of the most looked at pages people view. Let me remind you again of that good ol’ know, like, trust factor.
The biggest takeaway tip I can provide here is always start by talking about your ideal client, not you. There are so many websites that miss this point and just dive into me, me, me and while telling your story on this page is also important, I don’t believe it’s how you should begin.
Potential customers want to know that you understand their challenges and pain points and how you can help them.
Incorporating testimonials on this page can also reinforce the trust factor with new potential clients.
5. Email Opt-In: Grow your email list by providing value.
I get it. It’s not the most attractive part of any biz and not everyone loves or, let’s face it, understands email marketing BUT it is so important to grow your list!
Currently, email marketing is the #1 way to drive profits in your biz. There are many, many statistics to back up why email lists > social media.
Some fave reasons you need an email list:
+ You OWN your list. With social media, you are renting space on someone else's land and that land can disappear at any time
+ You reach those people who said ‘fuck ya, please let me know all the goodness you have’
+ You can share whenever you have a product launch or promotion
+ It’s a more intimate way to reach out and build the know, like, trust, factor
Now that you know a little more about WHY list building is important, let’s discuss the HOW. How do you get people to join this list?
How many times have you signed up when you’ve come across a ‘Sign up to our email to receive updates’? Uhhh, I’m going to guess not once. BUT how many times have you given your email away freely for a solid freebie that actually has perceived value like a workbook, e-course, step-by-step guide? Oh ya, now we’re talking.
You need to earn your way into people’s inboxes. With the amount of emails potential clients probably already have, they don’t want anymore if there is no value coming their way.
Create an exciting, irresistible opt-in freebie and then place it on all relevant website pages. You can also place it in your footer so it’s always accessible.
6. Brand Statement. Does your wellness business website clearly share who you are + who you serve + what you do differently?
Do you know how long you have to make a first impression with someone? 5 seconds. Not 5 mins, 5 seconds...basically no time at all. Within this short window of time, people have an understanding of whether you can help them or not.
Right off the bat, at the top of your homepage, you need to share your brand statement. Those short few lines that sum up what you do, who you serve and how you do it differently are a make or break. It’s important to let your ideal client know you are speaking specifically to them.
If you’ve already crafted your brand statement then you’re ahead of the game. The follow up is making sure it’s clearly visible at the top of your homepage in the area referred to as “above the fold”. The “fold” is the part of the page visible without scrolling. With responsive design, content reflows based on different size screens. This means that the “fold” could be in an entirely different place depending on if your on a phone or tablet and the different screen sizes associated with them.
That being said, the idea is that you still want your important content to be visible on initial page load. Just remember to consider the “fold” separately for different kinds of devices as they can range in size.
Like the wonderful badass Marie Forleo says, “Everything is figureoutable”. By really understanding who you are and digging deep into the niche you serve, you’ll find it infinitely easier to speak to your ideal client.
Thanks so much for reading! Get in touch if you’d like help putting any of these in action on your wellness or fitness website.
Please excuse any typos or grammar errors in this post. I’m excited to share my knowledge with you and am trying to live by the ‘done is better than perfect’ motto :)