Having an amazing website doesn’t mean a successful affiliate. But in the 21st century, your website will be one of your first impressions for prospective CrossFitters. Think about it, whenever you need to discover a restaurant in a new town or a familiar town, what do you do? Grab your smart phone and google. Is your website going to hit on the first page of google? Is it mobile optimized?
A well designed, nicely laid out website, that’s designed to convert visitors to take action and visit the box is ultimately what you need. WOD Blogs on your homepage don’t cut it anymore,
Here are the 10 essential pages every CrossFit Affiliate website needs:
Landing Page/Home Page
Arguably the most important page on the entire site. This is first impression of your website. What message are you trying to convey? What action do you want someone to take?
Here’s five points to consider for an awesome Landing Page/Home Page.
- Clear and Concise Navigation…Get Started…About…Programs/Schedule…Meet the Trainers….etc.
- Visual Story Telling…Tell the story of your box with pictures of people being awesome.
- Benefits of CrossFit at your location. Why they should choose you!
- A specific Call-to-Action/Opt-in…You want visitors to come to your gym right?…give them an amazing offer for sharing their email address so that you can follow up and invite them in.
- Your address and phone number…make it easy for potential CrossFitters to get a hold of you. Remove the barrier-to-entry (more on that in another post).
- Success Stories/Testimonials…tell your story.
This is your opportunity to tell your story and why you are so passionate about people and coaching CrossFit.
Contemplate and answer these questions.
- Who are you? What is your background?
- What does CrossFit mean to you?
- Why did you open CrossFit Name?
- What is the mission of CrossFit Name?
This is where you tell potential CrossFitters what you offer at your gym. Examples include: CrossFit WODs, Personal Training, Barbell Club, Oly Club, Women’s Classes, Bootcamps, Gymnastics, Yoga, CFKids, Competitors Class, etc…Include specific descriptions, benefits and expectations.
Potential CrossFitters need to know if your facility’s schedule works well with theirs. Make this simple and easy to understand. A screenshot of an excel color coded excel file works really well or a nicely formatted HTML table.
This is where you get to brag about how awesome you and your trainers are. What certificates/certifications do you hold? Are you a badass competitor? Did you go to Regionals last year? Include photos, stats, certs, background, favorite lifts/WODs, and any other interesting information.
This is another Call-to-Action on your homepage and navigation. This tells people the steps they need to take to join your box. You need to visually tell the story and benefits of your box and why someone should join it. Highlight your testimonials and success stories. Make it easy to get started by having a step-by-step process including a way to sign up way and pay way before they ever step in the door.
What is CrossFit
While CrossFit is big in many parts of the world, there are a lot of markets that have very limited exposure to CrossFit. This page needs to focus on telling the CrossFit story and making the connection that CrossFit can be for any individual, regardless of athletic level.
This is where you display your products and services and set clear expectations on how much it is going to cost to join your gym. This will weed out potential cleints that are not willing to invest in themselves because of the financial commitment. CrossFit is readily available now and many people may shop on price. Communicate your benefits and value. They should be able to register and pay for a membership directly from your page.
These need to be stories about the people in your gym and need to be readily accessible to first time visitors. When discovering CrossFit or your gym for the first time, you want to communicate that there are people getting real results. A visitor will see that there is someone like them that had a journey they can relate to or imagine themselves taking. Telling your story is incredibly important. Create that emotional connection.
Content is king and helps with your Search Engine Optimization. Are you showing up on the first page of google? Are you ranking number one? WOD Blogs aren’t cutting it anymore. Your website should have good, engaging, valuable and discoverable content. Have each of your coaches write a blog post about a specific topic their interested in. A good example is CrossFit Invictus, check out their blog here: http://www.crossfitinvictus.com/category/blog/ They post on a variety of topics such as: what’s happening in their community, upcoming events, nutrition, tips for weightlifting, challenges, etc.. When new prospects visit your website, what sets you apart from the competition? If you’re providing more value through strong engaging content, you establish yourself as an expert.