The #1 reason for a health club to have a website is to bring in new business. Online recruiting is quickly becoming the most cost-effective means of reaching new members. However, there are some important considerations to make your website a successful marketing tool.
First, you need to have a good website.
This is the most important step because a bad website can do more damage to your reputation than no website at all. There are many ways to get a website, including taking on the process yourself or hiring an outside company. Probably the biggest mistake a health club owner can make is pressing a member or friend into creating a website for you for barter or for free. This usually results in the loss of a member or a website that sits unfinished or unchanged for months.
Many club owners have turned to webbased website management tools to build and manage their websites. Such services allow club owners to create and manage their own websites for a minimum cost with maximum appeal and control.
What makes a “good” website?
In addition to being attractive, it’s important to remember that a good website is a dual purpose one. It must attract and collect information on prospective members, but it must also inform existing members. There’s been a growing debate in the industry that a health club needs two websites, one for prospects and one for members. I strongly disagree for one important reason. The new prospect, if hidden from member information, feels that they have no support once they join, and they also need to experience the club’s culture to want to belong to it.
Four key points to online success.
1. Your website must be found on the search engines.
If someone can’t find you by searching for “gym in your town” you need to get monthly search engine submissions. If not, you’ll only be found by your domain name on business cards and promotional pieces, which of course is also very important.
2. Your content must be fresh.
If you don’t continually update your site, people will stop coming. It’s as simple as that. You need to post pictures of recent happenings and upcoming events. However, DO NOT post pictures of your kids or make it a shrine to your fitness accomplishments or your family pet. “Before and after” photos are very effective.
3. Offer online specials.
Online coupons and special offers have the most “track able” marketing results because they have to be presented. Make sure that you give away something of value to get them in the door of your club.
4. Never sell your club on the Internet.
It’s important that you remember that your sales presentation is most effective when you’re face to face. If you give too much information over the phone or on your website you will give them enough information to make a decision. In most cases, that decision will be no. Entice them with enough information to make them come in for the “payoff.”
In conclusion, keep in mind that your website is a “living document” and, as such, is never finished. The time that you invest in keeping your information fresh and useful will be directly rewarded by informed and educated members.
Glenn Steers is the Director of Internet Services for ClubSolutionSites.biz. He can be contacted at 800.536.5830, or visitwww.ClubSolutionSites.biz.
