Most personal trainers don’t only rely on the internet to bring them business.
Some do, but most of you guys are using gym networks, word of mouth, and referral programs to keep your client rosters full.
But, like most smart business people, you also want to make sure your website stands out from your competition. You want to really impress the people who come across you, and your website is the best place to do that.
Yet, every time you sit down to figure out what to actually say on your site, the ideas and the words escape you.
In this video, I’ll walk you through three different websites and show you how I uncovered their best hook messages and how I re-wrote their hooks to draw readers in and make them want to know more.
Okay, I realize that the life and death of whether or not personal trainers and athletic coachers are booked out with clients doesn’t 100% depend on their website.
It’s got a lot to do with the gym you’re associated with, your list of happy past & current clients who’ll give you word of mouth referrals, and the referral program you’ve got in place.
But let’s say you’ve got a particularly clever prospect on your hands that’s hell-bent on finding the best personal trainer or coach for the outcomes and goals they have in mind.
And to do that, they’re taking to the internet.
They’re checking you out and your competitors out.
And while your specialty will play a part in whether or not they even consider you, you can make sure you get on the short list of personal trainers or coaches who get a call for pricing and training options.
Or maybe you don’t care about these overly-picky clients, but you do know you want to have a better online presence and reputation so you can really impress people and stand out from the crowd of other personal trainers, but you can’t quite figure out HOW to do it.
You know you want to, but when you sit down to try to figure out what to actually say to make it happen, the words escape you.
Today I’m going to walk you through the websites of 3 different personal trainers and athletic coaches to show you how to optimize the copywriting on your own website for three different things:
- Making a strong, bold promise & end benefit statement.
- To stop saying wishy-washy things you think you’re “supposed to say” upfront.
- Not forgetting to draw people in with a pain point.
[page 1 – personal trainer] <- http://www.thefirepersonaltraining.com/personaltraining.jsp
Here we have “The Fire Personal Training”
If you hire them to train you, you get to have fun while burning fat, and they’ve got the pictures here to prove it.
But honestly, we we land on a web page, most of us aren’t looking at the logo for our source of the hard information we need to make a decision on whether or not a trainer or training program should be on our consideration list.
Instead, we go straight for the kill. Right here (move mouse to show) to the actual meat of the website copy.
Right now, there’s a call to action, which is a good thing to have, but we haven’t told the site visitors WHY they should bother calling us.
So let’s say The Fire’s main selling point is that their personal training sessions are actually fun and enjoyable, and you aren’t hating yourself while you’re working out and burning fat.
Just because the logo says it doesn’t mean we can’t say it again and spell it out in more specific terms.
Reading “The Fitness Evaluation” section, I saw pieces about losing 90 pounds or more, feeling happier moving in your body, building strength, boosting your mood, raising your metabolism, and feeling younger.
So what if instead of starting the page with “Call us at 828-505-7080 and set an appointment for a Meet & Greet or Fitness Evaluation” we moved the call to action down to here?
[copy & paste over “Is Personal Training for Me?”]
Then up here, we can write something like…
Do you see how a strong, bold promise & benefit statement is SO MUCH MORE compelling than “Call us to set an appointment”?
Suddenly, THIS is the fat-burning personal training program everyone wants to be a part of.
[page 2 – coaching program] – http://www.peakscoachinggroup.com/Coaching <- cut to the chase, the benefit of what you’re selling – don’t pander in the beginning
Here we have Peaks Coaching Group, which is specializes in coaching professional-level cyclists.
It’s highly specialized, yes, but they’re hardly the only ones doing this. They’ve got plenty of competitors in the market.
So when their customers look at their page specifically designated to finding and hiring a coach, they want to make a good impression.
Which is why saying something they feel like they’re “supposed” to say, like “We are ready to get you started. Our mission at Peaks Coaching Group is to be your shortcut to fast. Hiring the right coaching service is a big decision, blah blah blah” doesn’t do anything to get their visitors excited about what THIS coaching group offers that another one doesn’t.
Reading through this page and watching their video, here’s some bold statements I think they can open with that cut to the chase and don’t pander around with things that are expected to be said. (And by the way, things that are “expected” to be said are jargon. I think we all know how I feel about jargon.)
- shortcut to fast
- average finishing 5 places better in your next race
- coaching tailored to your unique data & experience
- age doesn’t have to be correlated with speed
So what if we changed the opening statement to this:
See how saying this is so much more powerful and invoking than saying what’s expected?
And notice how suddenly, even if these guys cost more, you want to hire THEM and not their competition?
If you try something like this with your personal training or athletic coaching website, I promise you’ll see results.
[page 3 – independent athletic coach] – https://www.jennyhadfield.com/training-plans/5k/
Here we’ve got a coach giving away six different 5k plans for all levels of athletic prowess… from professional couch potato to people actually trying to win first place.
These are WONDERFUL lead magnets because they’re so useful and actually produce a result for the reader, and I love how she explains what’s inside of each training plan so the reader knows what to expect before they ever hand their email address over.
But I think introducing each of these with a specific pain point will help people know exactly which one is for them which will eliminate confusion while also speaking to their personal goals, making them want more… increasing their likelihood to sign up and download it.
For example, this first one is for those professional couch potatoes who just need something to motivate them to actually exercise and/or start managing their weight and their health with regular exercise.
So what if we added this on top of the first two descriptions:
Do you see how suddenly “Walk” and “Walk-Run” are much more clarifying & visitors can go directly to the 5k training plan that’s perfect for them?
[cut camera back to me]
Okay trainers and coaches, now you’ve seen examples of three different things you can do to tweak the copywriting on your website to get more clients instantly interested in your services and getting in touch with you for a consultation:
- To stop saying wishy-washy things you think you’re “supposed to say” upfront.
- To make a strong, bold promise & end benefit statement.
- And to not forget to draw people in with a pain point directly related to their situation.
None of these are hard to implement, and hopefully the examples in this video have given you some inspiration for things you can change on your own site.
So if you like this video, I have plenty more where it came from. If you’re watching on my blog, you can click the title at the top of my screen to get to my YouTube channel, where you’ll see all my past videos and subscribe to get in on the future ones.
I publish a brand new video every other week with ideas and examples of how to improve online copywriting to improve conversions and sales.
I’ve also pasted a link below to my ebook that has five easy-to-implement copywriting tips that’ll help you decrease your bounce rates and increase your conversions and profits for any page on your website. You’ll be able to read through it in 20 minutes, and it’s definitely worth the download.
Thanks for watching today’s video—cheers to all of your copywriting success!
As a personal trainer myself, I found your video to be really useful and definitely gave me some ‘a-ha’ moments there. Thanks for the tips!
How are you able to edit web pages in your browser ‘on the fly’ like that – is it Chrome plugin or some hidden feature? Do tell!
Glad the video was helpful!
I stole the trick from a fellow copywriter. You can learn how to play with it here: http://kopywritingkourse.com/edit-any-website-free-tool/ It’s a lot of fun. 😉