FEATURE ARTICLE Lynn Coffey
IS YOUR WEBSITE HELPING OR HURTING BUSINESS? 5 simple hacks to get the most out of your website
ebsites are misunderstood. Most websites are nothing more than an online business card or at best an online brochure. It is imperative that you make your website standout, connect with your visitors and capture more leads. Here are 5 hacks to making a fitness website that can have a direct impact on your business.
HACK #1: DEVELOP A MARKET-MATCH OPT-IN. One of the main points of a website is to grow an email list. That means that someone visits a website and fills in a form in exchange for something they want. This is called the free offer. The free offer must provide a specific solution to a specific problem experienced by a specific segment of people. It must be something the website visitor actually wants and it must connect with them emotionally.
No one wakes up in the morning wishing they had another free report. No one wants a 5-day video series. No one wants a newsletter. They want one of their main problems solved. An example target market is active older adults. The free offer should be something that immediately helps this target market with one of their pain points. Here’s an example: aging seniors tend to wake up and feel stiff and achy. They’re frustrated that they’re in pain every morning. A website done correctly would offer a free opt-in that solves this problem (see Hack #3 for headline examples). When this concept is followed, your conversion rates will increase.
HACK #2: A SIMPLE HOME PAGE IS BEST. Here’s something that most webmasters will not share – a flashy and intricate design
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doesn’t really matter! A website must look professional, but it does not need to have flashy color palettes, custom designed graphics, or lots of stuff filling the page. This is how most webmasters make their money. They do a lot of stuff, but this stuff doesn’t convert to leads or make any real difference in the lives of a website visitor. Does a website visitor care that the website they’re on has a slider gallery? Not at all. In fact, if that gallery offers no value to them then it’s nothing more than clutter. What has been shown to work over and over again is simplicity. A home page should have a small logo in the top left corner, a basic navigation bar in the top right and a single area on the home page that includes a stellar headline (see Hack #3), on-message copy (see Hack #3), and a market-match offer (see Hack #1).