Once you design your fitness business website, what happens next? How do you turn your website visitors into prospects and paying members? 

First, your website needs to have a goal. Think about what you want your website visitors to do once they land on your website. What primary action do you want them to take?  

One example of a website goal might be getting new visitors to contact you so you can give them more information about your services. Another goal could be getting new members signed up for a free trial offer. Or maybe you want current members to sign up for a monthly membership.  

Once you have a clear goal for how you want your website visitors to act, the next step is to let them know. You can communicate what you want your website visitors to do through a call-to-action (CTA).  

What is a Call-to-Action and Why is it Important? 

Your website might have great traffic, but without some type of guidance your visitors may leave without doing anything. No sign-ups. No free trials. No new prospects.  

Why would they leave?  

Because you didn’t show them what to do with a call-to-action.  

Showing people where to click with a CTA is a great way to improve your website. It gives them direction on what to do, and it guides them along a virtual path to your website goal.  

What Makes a Great Fitness Website CTA? 

Here are a few suggestions for writing smart CTAs for your website.  

1.) Be Specific 

Use text that clearly describes what you want your website visitor to do.  

Let’s say that your About Us page outlines who you are and what your business is all about. At the bottom of your description, you include a link that says “Click Here” to contact you.  

“Click Here” might seem like a good CTA, but unfortunately it’s too vague. Visitors won’t be sure where they’re headed when they click, so they may not click at all.  

Using detailed language like “Get Started on Your Fitness Goals” is much more specific. Including more creative text makes your website stand out from other fitness websites still using “Click Here.” 

2.) Keep it Simple 

A complicated CTA may discourage someone from clicking.  

Let’s say you want someone to fill out a form to submit their contact information. It would be nice to learn as much as you can about this person, but including too many fields can cause someone to lose motivation and leave the form incomplete.  

Keep your fields to a minimum – name, email, and phone number. You can ask your prospect about their fitness goals, past workout history, and program of interest after you’ve contacted them.  

3.) Make it Visible 

Each page of your website should have a CTA prominently displayed.  

This includes locations where website visitors would naturally be ready to take action, such as the top and bottom of your web pages.  

Another way to make your CTAs more visible is to choose a color or font size that helps the button or link stand out from the rest of the page.  

4.) Reduce Risk 

A CTA that reduces any risk for the prospect can yield positive results.  

Someone brand new to your business may not be ready to commit to a membership, but the idea of a free trial could be intriguing. If you offer a free trial to prospective members, instead of “Sign Up” try a friendly, risk-free CTA like “Try a Free Class on Us.”  

5.) Give Small Changes Time to Work 

Once you’ve added new CTAs or made changes to your existing ones, give the updates some time to do their job.  

Making small changes can help you identify what’s working and what isn’t. If you change the color, text, and location of a single CTA all at once, it’ll be hard to isolate which change had the biggest impact.  

If you only change the CTA’s color and see what happens, you can track the impact of that update and make your future changes even better. If after a few weeks you’re not convinced your CTA is working well, try making another small change. 

Smart CTAs are only one of the key components of an effective website. Interested in learning more about how to track and improve your website’s performance? Get your copy of our free guide, Website Metrics That Matter. 

Article was originally published December 2017 and updated May 2022.  

Ready to start converting website visitors? The UpLaunch Agency can build you a website that’ll give your visitors a clear and confidence-inspiring online experience. Compatible with Zen Planner, each site increases your brand awareness and gets leads in the door. Schedule a demo today or download the guide below.

Website Metrics that Matter