Is Your Club Website Bringing in New Memberships?

Tara Massouleh

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October 22, 2021

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category

minute read

PUblished

October 22, 2021

A robust online presence is a must for businesses across every industry. A study conducted by the Ecommerce Foundation found that 88% of consumers research a product or service online before buying. For health and fitness clubs this means that nearly every potential member of your club will visit your website before deciding to join. So, what does your website say about your club? Much like a first impression, your club website can make or break your future success. The sky’s the limit when it comes to how your website can benefit your club, but at a minimum, it should do the following:

  • Promote your brand
  • Be easy to access via internet search (on mobile and desktop)
  • Maximize your digital marketing  
  • Make it easy for people to sign up as members

Ultimately, the purpose of your health and fitness club’s website is to help you gain and retain members. Here, we’ll discuss why your website needs to check all of these boxes, as well as a few tips for getting each checked off.  

Promote Your Brand

Developing a strong brand is one of the best things you can do for your club and future membership. Your website should be an extension of your brand that’s both consistent and recognizable. Make sure your colors, fonts, design, tone, and voice all match the experience you deliver at your club. Include an “About Us” section or something similar that tells your full brand story. Remember that many people will interact with your club website when they’re in the “attract” phase of the membership lifecycle journey, so it’s important to put your best foot forward with your site.  

Be Highly Searchable and Mobile-Friendly

Your website is only as useful as it is visited. Research shows that consumers don’t have a lot of patience for hard-to-access sites. According to Google, 61% of users are unlikely to return to a site if they have trouble accessing it on mobile. Even more alarming, 40% will visit a competitor’s site instead. Don’t let your website get lost in the shuffle, and definitely don’t turn potential members over to a competitor. One of the easiest ways to make sure you show early in browser searches is to claim your Google My Business listing. Once you’ve claimed it, you can use this guide to optimize your listing. In addition, you’ll want to optimize your site for SEO by choosing the right keywords to include in your pages, blogs, and ads that are all connected your website.  

Maximize Digital Marketing

As the world becomes increasingly digital, businesses are spending more money and effort on digital marketing tools like content marketing, social media marketing, digital advertising, and more. The trend holds true for health and fitness club marketing. It’s impossible to effectively participate in digital marketing without a website. When someone clicks an ad for your fitness club and it directs them to your website, your website should strengthen the relationship they’re beginning to build with your club. If someone reads a content marketing piece, it needs to be hosted on your website. And if a user finds you on Instagram, your bio should again link to your website. All roads lead back to your website, which is why it’s essential for your site to drive home your messaging and move the member journey forward.  

Make Member Sign-Up Easy

Health and fitness clubs run on memberships. Since adding new membership will always be a top priority for clubs, your website should be a catalyst for bringing in and signing up new members. In addition to drawing in prospects and giving them a good impression of your club, your site should also give users the direct means to make the jump and become members. Make sure a “Sign-Up Now” button is displayed prominently on your homepage—ideally before the “fold,” meaning it shows up without the user having to scroll down. Since you never know from which page a user will enter your site, be sure to include similar call-to-action buttons throughout your site. Each should link to the same sign-up form where users can directly pay and become a member of your club.  

Are you ready for your website start producing membership sales? Book a demo to see how Club Automation’s health club digital marketing and websites agency can help.  

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Static and dynamic content editing. A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

  • Just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection
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Into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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