Many fitness business owners put effort into social media sites like
Facebook and Instagram. They share quotes, post the occasional photo
and hopefully gain a few likes along the way.
But few fitness professionals take the time to consider how important a role
a business blog can play in engaging potential customers, building trust
and capturing new leads.
Here are 7 reasons why your business website should have an active blog:
- Blogs Increase Traffic to your Website
If you have a 10 page fitness website that rarely gets updated, the reality is
few people will ever find it. However if you produce just 2 blog posts each
month, at the end of the first year your business website has 34 pages
indexed by Google. At the end of the second year 58 pages, etc…
Furthermore you can attract the right kind of visitors to your website by
focusing on relevant keywords in blog posts. This is a great strategy for
generating new leads.
Most successful businesses understand that blogs are traffic magnets.
Google loves them, and rewards businesses with active blogs better search
- Blogs Build Trust and Community
Trust is gained over time and a business blog allows you to shape the on-
line image that potential customers form. By strategically sharing
information about your staff, fitness events, client achievements, business
direction, and charities you support, you are taking control of your business
There are many ways to involve clients in the blog by running competitions,
rewarding achievements, or asking them to share things like healthy
recipes, quotes or fitness photos.
Enabling blog comments, allows you to exchange views with readers and
engage in discussions. This helps form a more personable relationship
between a business and the customer: adding a human element behind a
- Blogging can position you as an expert in your field
You are obviously knowledgeable and passionate about the fitness industry
to be reading this blog post. Therefore you owe it to you clients and
potential clients to be sharing what you know works.
By sharing valuable content, offering new ideas and addressing other
peoples problems, your blog can quickly position you as a fitness industry
It’s not too difficult to produce an eBook and promote it through your blog
or embed instructional videos from YouTube. Being an easy to find
resource on relevant topics, you can position yourself as an expert and
charge more money.
- Blogs can be the Centre of a Marketing Strategy
Too many small business owners invest time into social media, but achieve
few results. The reality is that many 3rd party sites like Facebook now
forces businesses to pay to promote posts and often this does little more
than gather a few likes.
A much smarter online marketing strategy is to steadily create a treasure
trove of content via your blog, that can be shared via social media sites like
Facebook and Twitter. Not only do you still get engagement from social
media, but you achieve more visitors to your website. From there you can
collect email leads and bring people into your sales funnel.
- Capture Leads and Nurture Relationships
In an ideal world visitors to your website will click the “buy now” button
immediately. However it’s a fact of business that some people will be
interested, but they just don’t take action straight away.
Hopefully you have a strategy in place to capture leads and nurture them
An active blog is one of the best ways to build your mailing list or direct
people to your social media accounts. When your visitors see value in what
you’re posting to a blog, most of the times they’ll be happy to subscribe.
Lead magnets like a short eBooks or an email auto-responder sequence
help nurture leads, position you as an expert, build trust and make people
WANT to do business with you.
Simple steps to get traffic to your fitness
I’m going to let you in on a little secret. One of the main reasons most
fitness websites do not generate leads is because…
Most fitness websites get very few visitors
Often people have an unrealistic “build it and they will come” view of a new
website. But the reality is a great website isn’t so great if nobody shows up.
This can be a hard lesson to learn if you’ve invested several thousands of
dollars into getting a custom business website developed, and few people
You need strategies to get people to your website… before you can
capture a lead.
Given the fact that more people today are browsing online looking for local
services, business owners must understand the basics to get more traffic to
So I’m about to reveal 4 simple steps to get people to your health or fitness
website (shaping the very top of your online sales funnel).
Step 1. Use a quality website CMS like WordPress
You need to make sure your
website is build using a quality website content management system (CMS)
like WordPress. Not only is it easy for non-tech savvy people to update
content, WordPress has a great reputation for being super search-engine
Without too much tweaking Google just loves indexing WordPress pages
and this is one of the reasons why over 24% of all worldwide websites are
now powered by WordPress. Including Usain Bolt, Kobe Bryant, even
the New York Times blog.
Step 2. Define your target audience.
In trying to attract new clients many gyms and trainers waste time and
money trying to attract everyone and anyone to their fitness website.
But there are 2 major things wrong with this approach:
- When you try to market to everyone, you usually attract no one
- Any traffic isn’t always good traffic.
Before you market your services you need to have a clear picture of a
What types of people do you want to attract? What are their interests,
problems, needs and desires? Where do they hang out online and off-line?
The more you can narrow down your target audience, the better you will be
able to attract them with the right types of messaging, engaging content
And if you can’t settle on 1 target audience, try to segment your audience
into 2 or 3 personas. You’ll have more success marketing separately to
Step 3. Understand the 3 types of traffic
Before we dive into the ‘meat and potato’ tactics to getting more traffic, you
need to understand the 3 ways that people arrive at a website. Once you
understand the differences, you’re more likely to increase and leverage
- Direct traffic is when somebody comes to your website directly. They
know your URL type in your business name… and they go directly to
- Search traffic is when somebody goes to a search engine like Google ,
and they type in a search term, like “the best gym in Wollongong.” They
then come to your website from a search engine’s results.
- Referral traffic is when somebody comes from another website (not a
search engine) to get to your website. They can be referred from a
Facebook post, a banner ad on a local business website, an article you
have published online or even via a blog comment you made elsewhere.
Tactics to increase direct traffic
Add your website URL to business cards and give them out often
Add your website URL to your email signature
Display your website URL on your car
Put up posters in local cafes, businesses, parks
Run cross promotions with other local businesses
Hand out / leave flyers at places where you target audience visit
Wear promotional clothing with your business URL displayed
Encourage your clients / friends to wear your promotional clothing
Put up a display board near where you train (with ready to grab flyers)
Run a free workshop or speak at local events
Tactics to increase search traffic
Correctly set up Google My Business
Invest in a mobile-friendly site (Google search rewards this feature)
Pay Per Click (PPC) advertising via Google Adwords
Write more blog posts (more on that to follow)
Ensure your website pages are search engine optimised
o Use a plugin like Yoast SEO
o Define a keyword list
o Use keyword repetition and variation in page content
o Optimise your page titles with keywords
o Use the same keywords in the page URL
o Write appropriate meta descriptions
o Don’t forget about ALT tags for images
Make sure your website has an XML sitemap
Use a caching plugin to ensure your website pages load quickly
Tactics to increase referral traffic
Share content and be active on social media sites
Include social sharing buttons on your blog posts
Include a link to website in every single online profile you have
Write guest blog posts on other local blogs linking back to your site
Invite others to guest post on your blog
Swap sidebar links / promo banners with other local business websites
List your website in as many free directories as you can find
Publish interviews of clients and trainers and share via social media
Write reviews of local cafes and restaurants on your blog
Link to your old posts periodically from your social media accounts
Use social media scheduling software like Buffer to post content regular
Train staff members to contribute content to your blog or social media
Use re-targeting ads to bring visitors back to your website
Step 4. Start publishing content via a business blog
Content is great for both your website visitors and search engines. The
more content you produce the more likely your visitors will discover your
website, stick around, share your content via social media and return.
A blog familiarises people with your business and can steadily position you
as a thought leader. This allows you to earn people’s trust and it really fuels
a marketing funnel (more on that to follow).
In 2015 a brochure style static website that simply promotes your services
and never gets updated, just doesn’t suffice.
It’s true creating quality content does require an investment of time or
money, but it is worth it! And I’ll soon introduce simple strategies and
templates that can make producing regular content fast and pain free.