Frustrated with your website and not really sure what information you need on it? You’re not alone!
Envision this: Someone comes to your website and you have 15 different menu items, a vague header title (maybe something like “Improve Your Life”) and a call to action that doesn’t really tell them what they need to do (think “Click Here.”). Then they scroll and there is a wall of text because you feel it’s really, really important that they know your vision, your mission, your background story, your fitness history, and every little thing there is to know about your gym.
But the truth is, your visitors don’t care about all that. All they care about is finding out how you can help them solve their problems and what they need to do to get started.
As a StoryBrand Certified Guide owned agency, we specialize in this. It’s called “Clarifying Your Message.” You need your website to pass the “grunt test.” What that means is that they need to know, within 5 seconds of landing on your website, what you do, how you can help, and how they can get started.
Sure, they may have landed on your site because they heard of your gym and already know what you offer. But what if they came to it through a search in their local area for exercise tips, recipes, or through some other means? Those people may not know what you offer or how you can help. You need to make sure it’s clear the moment they land on your website.
We have been building websites for more than 15 years. And for the past four years, we have focused exclusively on building effective websites for gyms. In that time, the needs of people haven’t changed. But attention spans have. You need to get your message out to people right away and make it extremely clear and concise.
Ideally, your website would offer this information and not much more.
We wish that was the end of the story. Unfortunately, the search engine powers that be, namely Google, really want information on your site so that they know where to send people. They are in the business of delivering people to relevant websites to get the information they need. And in order to show up in those search results, you have to have meta descriptions, keywords, and so much more. But the real driver in all of this is content. If you are a Two-Brain Business client, have read the books and blogs, or listened to the Two-Brain podcasts, I am sure you have heard Chris Cooper, the founder of Two-Brain Business, tell you how important that content is.
The best way to get that information on your site is through your blog — updating it regularly with content that is keyworded to hit that target audience. For example, if you are a gym in Atlanta and offer personal training, you need to make sure you include that term (“Personal Training in Atlanta”) throughout that blog post. Your website should also have an SEO plugin installed that allows you to add a keyword or keywords, add a description, and an excerpt of what information they will get by clicking the link they come across in their searches.
Another way to get that information out there is to have pages on your website with that information and, even better, link that page internally to other pages on your website. Here’s a little more information on the importance of internal linking. But the good news is, you can do that through your blog. We’ll tell you how when you book a free website consult call here. (See what we did there?)
It’s a delicate balance not overwhelming people with information but making sure that you show up in search results and establish yourself as the local authority through content. One of the things we tell our clients all the time is the more you blog and establish that content, the less overwhelming your site can be made for visitors. By blogging the right content properly, you are feeding the “Google Search Engine Monster” and can free up valuable real estate to more concisely tell the story of how you can help them. If that information is in your blog and feeding search engines, you can clear up menu items, clean up your pages, and get down to the nitty-gritty of the information that will lead to conversions instead of confusion.
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