Covert New Leads with Your Website

Have you ever stopped to think about the client journey through your business? Do you know how most of your clients find you – word of mouth, social media, advertisements, a custom app?

Specifically, do you know beyond a shadow of a doubt that your front-end systems are working hard for you and converting clients?

Regardless of how your prospects find you it is almost guaranteed that they will check your website before beginning a fitness plan.

That’s why it’s important that your website clearly states what you do and provides a clear call to action on how prospects can get started with you. 

Sounds simple right? Yes, but it’s not necessarily easy to get everything from your head out onto the page of your website with clarity and conciseness. And more often than not we don’t look at our website from the perspective of our prospects.

That’s why we absolutely LOVE Donald Miller’s StoryBrand Framework. His simple, no-nonsense approach to marketing makes so much sense, and it has helped us start to understand the journey of our clients through our business so much more.

If you haven’t heard of Donald Miller then you definitely want to read, study and listen to all the knowledge he drops.

Just a few weeks after launching our website using the StoryBrand Framework we have had over 15 qualified leads join our community. That’s over $5000 in new sales and a huge win!

So what does a StoryBrand website have? Below are Donald Miller’s ideas but paraphrased by us. 😉

1. Passes the Grunt Test – All of your website copy must pass the grunt test - meaning it should say what you offer, how will it make your prospects’ life better (remember your website should speak to them), and how can they get started. The idea is to use as few words as possible.

At Empower, we pass the grunt test by saying: Personal Training for Busy People (what and who) and Book a Free Session (how).

2. Addresses the Stakes – Think about what problems are nagging your prospective client. What keeps them up at night? How do these problems make them feel? Here’s an example from our site.

3. Value Proposition – What are the benefits your clients receive from working with you? What can you guarantee for your prospects? 

4. The Plan – This section of your website should show exactly how potential clients can get started with you. You want to outline the simple step-by-step process and show them exactly what to expect. 

Here’s our example:

5. Lead Generator – You absolutely must have a tool, a guide, a resource – something of value that encourages prospects to “opt in” and give you their email address. Consumers are hip to the game, and many are reluctant to give out their email address unless they KNOW there is benefit.

Create a strong lead generator of value and place it on your website to capture important leads.

At Empower our lead generator is an e-book titled “7 Undeniable Reasons Why You Need Personal Trainer” + a Bonus Report of what to look for in a personal trainer.

Sometimes prospects are not quite ready to purchase yet, but they do like what they see on your website. It’s kind of like they’re kicking the tires to see if your studio is a good fit. As such, they will opt-in to your lead generator which means you have their email and can start marketing to them. SMART move!

See how simple and straight forward the StoryBrand method is? We absolutely love it, and we are so grateful for how much it’s changed our business in just the few short weeks since we launched it. Here’s the link again if you want to see our website in action.

So what about you? What framework are you using for your website? We’d love to hear in the comments.