How to create a brand message that converts website visitors into clients
Have you ever landed on a website and had to click around to a few pages before you figured out what the heck they were selling? Or maybe you’ve found an interesting company but couldn’t figure out where in the world they were located? Chances are, you remembered you had to feed the cat or follow up with a client while browsing, so you clicked off the page before you ever found out — only to never think about that company again. Yep, while getting potential customers to your site in the first place is half the battle, it’s only the beginning of the buyer’s journey. And if you’re getting lots of views on your website but it’s not converting into bookings, it could be because you’re missing one pivotal part of your marketing strategy — a clear brand message.
How to know if you have a clear brand message
Let’s be honest, it’s kind of hard to be objective about your own business. It’s like your baby — you know everything there is to know about it. So, in order to find out whether your brand messaging is working for you, I recommend trying this simple exercise: get someone who knows nothing about your business to check your website and see if they can figure out what you do. Now, one way you could do this is by literally just asking a random on the street. But if the thought of doing that makes you want to curl up in a ball and hide behind your couch don’t fret. An easier (and more introvert-friendly) way is to post on a Facebook group and ask members if they get the basics of what you do from your website. If they’re left scratching their heads (or think you’re a plumber from Ohio when you’re actually a yoga teacher from Philly!), keep reading to learn how create a strong brand message for your fitness business.
So, what is brand message, exactly?
Your bold, brand message is 1-2 sentences that clearly tells people:
- Who you are (the name of your studio)
- What you offer (your services….in plain English)
- Where you are
- Why anyone should care
• What makes you different
• The big benefit of what you offer
The first 3 are non-negotiable but surprisingly, are often missing from studio websites. Which means by crafting a captivating brand message, you’ll already be ahead of the competition!
In the video below, I’ll share some examples of studios that have done this really well and have a clear brand message prominently displayed on their website home pages:
‘Okay, so my brand messaging could use a little work…’ you may think. “But I’ve got too many other things on my plate at the moment and really, who cares?’
I’ll tell you exactly who cares:
Search engines care: The H1 tag on your homepage (where your brand message will go — more on that later) is one of the key ways Google and other search engines know who you are, what you do and where you’re located, so that they can show it to people who want exactly what you’re offering for.
Your first time visitors care: By making all of this important information immediately clear to first time visitors, you’ll decrease confusion and frustration. This will not only reduce your website bounce rate (when a visitor views one page only before leaving your website), but will help you convert casual browsers into new clients.
Your ‘doing my research’ potential customers care: We all know them...the ‘type A’ people who read every review before purchasing, who create lists of the pro/cons of each major buying choice. Those website visitors are not making any impulse decisions, they are trying to figure out how your studio is different to the yoga studio down the street. Let’s make their decision-making process as easy as possible by spelling out what makes your studio vibe, workout results, instructor friendliness, facilities and location (or all of the above) so special. Your secret sauce needs to be clearly communicated, so that you remain at the forefront of their mind when they’re shopping around.
The good news is, once you’ve honed this valuable bit of text, you can use it in a lot of different places, including:
- Your homepage h1 heading
- Social media bios
- Business cards
- In your home page title tag ie. ‘Barre studio Brooklyn’