Before you enjoy some hard-earned time off for the Thanksgiving holiday, we’ve got another edition of Wednesday Website Wisdom.
After previously diving into commercial construction/architecture, home services, residential real estate and the nonprofit industry, today, we’re focusing on fitness and what it takes to make your website stand out in the booming health & wellness industry.
Whether your vibes are more Globo Gym (it’s OK to have a little White Goodman in you — just not too much), Average Joe’s, or somewhere at the intersection of those iconic institutions’ approaches, it’s crucial that your website effectively explains what makes your facility unique.
No, that’s not a terribly actionable nugget, is it? But fear not: the tips below will lay out how to go about doing so, and we promise they’ll make sense, no matter how many times you’ve seen Dodgeball: A True Underdog Story.
In working with a number of excellent clients as their website development partners in the health & wellness industry here in Charleston, including Baseline and Modern Minds (check ’em out below), we’ve been able to pinpoint four keys to keep in mind as you launch and/or update your health & wellness business website.
Alright, let’s get into those keys …
In health and wellness, perhaps more than any other industry, it’s imperative to use visuals to showcase exactly what your offering looks like. There are a number of ways to do this, including GBP reviews and client testimonials. For those, it’s worth the time it takes to record and post quality videos of your clients telling their success stories.
Related: Show off your coaches, staffers, clients and/or product in action. The more high-quality photos and videos, the better. The underlying principle here is “show, don’t tell.” Don’t just take our word for it, either. Visit the websites of the most successful businesses in this industry and you’ll see a ton of photos and videos showcasing exactly what they offer.
Folks visiting your site want to envision themselves at your facility. The more they can see of your workout, the better they can understand it and picture themselves in your environment.
We recommend creating detailed services pages to answer all the questions your prospective clients might have (trust us: if you can tell them everything they need to know, they are infinitely more likely to become a client).
Whether you offer fitness classes, 1-on-1 training and/or anything else under the increasingly all-encompassing health & wellness umbrella, don’t be shy with the details. The health & wellness industry is heavily saturated, especially in Charleston, so there’s no such thing as over-explaining exactly what you can deliver and how you are unique. Be sure to cover your pricing structure in addition to a thorough explanation of what and how you’re teaching/coaching/selling.
Over time, whenever someone asks a question whose answer isn’t already easy to find on your site, post that info, and stick to that habit. While FAQs have always been a website staple, they are becoming even more critical on your services pages. These days, FAQs appeal not only to your potential clients, but, crucially, to AI LLMs scanning your website to learn about you. Staying up to date on your website with these FAQs helps ensure your ICP (ideal client persona) can find everything they’re looking for — whether it’s on the website, through a search engine, or through an AI LLM answer engine.
The first step here is to create an internal KPI for creating content. Keep track of your posts, create a calendar of what you’ll publish and where you’ll publish it (and when), and stick to it religiously.
The audience you can command on Instagram, Pinterest, TikTok and beyond is massive, so be sure to post unique, quality content on a regular basis. Coming up with series based on the days of the week is a great way to keep yourself on schedule. One free example off of the top of my head: Member Spotlight Monday.
On a related note, you should also devote some resources to regular blogging. Share your expertise on the top trends in your specific niche within this industry to establish yourself (and your domain in the eyes of Google) as an authoritative figure. Successfully harnessing great content to boost SEO can exponentially increase your reach, which will only increase the interest in your business. If you put time and effort into writing content worth reading, it will pay dividends in various ways, including a boost to where your posts rank in Google search.
If content creation is not your forte, or you don’t have time to invest in this, our experts and industry contacts can support these efforts. For organic SEO tasks like this, outsourcing to experts can help maximize your return on investment and ensure your content is geared to not only your audience, but also search engines.
To convert leads, your email marketing must be on point. Email marketing is such an important and often overlooked funnel. Set up an automated system so that once you receive a lead’s email, they will immediately hear from you about coming in to try a class/service/product. These messages should also highlight the best, most recent content you’ve posted on social and/or your blog.
If you can immerse a lead in an ecosystem of quality content proving your expertise and value, it will only be a matter of time before they become your newest client or member. Think of your email marketing and digital ecosystem as an effective moat that will A) keep your offering top of mind and B) separate you from the competition.
This doesn’t end with your prospective clients, either. Continuing to stay top of mind for your current clients (those who are already paying you!) is also paramount. Updating them regarding specials you might be running, affiliated products, and even content spotlights from your website and social media will help your audience stay engaged with what you’re offering. This will also continue to build affinity for your brand.
That wraps up this version of WWW, but we’re just a click away if you have any questions about how we can help. We’re proud to be a leader in health and wellness website development in Charleston, the Lowcountry and beyond, and we look forward to sharing more of our health & wellness insights and expertise to boost your business.
Thanks for reading, and we can’t wait to hear from you!
With Small Business Saturday coming up, we wanted to showcase great ways to support the…
The Edisto Island Youth Recreation Association brings youth sports to children in the small, close‑knit…
Infinity Aviation Group is based in Charleston, SC and operates in Nashua, NH, offering overnight…
Peters Paint is one of Charleston’s leading commercial painting companies, with a portfolio that spans…
For our latest installment of Wednesday Website Wisdom, we're dispensing tips for optimizing a commercial…
Happy Halloween! In the spirit of the spooky season, let’s talk about a different kind…