Bro, your website is so cool!?!
Woaaaaw, your logo is BAD TO THE BONE, I am in beast mode just looking at it!
Beast mode is cool, but what is the goal of your home page? Is it a dumping ground for WOD’s, crazy pictures, over sized logos and no direction. If a first time visitor logs on your site what do they want to see? Big Bob with his shirt off, covered in chalk under 425 pounds or a page that is easy to navigate, full of inviting pictures and articles that provide serious value?
A clear easy path is the reason people take action, call, email or come in for a WOD.
1) The Elevator Pitch- There should be a brief description of what you do. I know you do CrossFit, so you are just awesome, but people who are new to the game need to hear how you can help them. HELP ME HELP YOU. Describe how you can help solve their problems and why you are the right gym for them.
2) Start Here- The getting started tab is common on most sites. But is it easy to find on your home page? Websites can be confusing for first time visitors and if they want to know how to get started there should be clear specific directions on how to do that.
3) Call to Action- What do you want that new person to click on? Maybe a free trial or free week? Think about your call to action and how you can entice them to take that first step. Why should they try your free class? Answer all their burning questions to create an informed consumer and it will lead to more members.
Think simplicity. Your members should know where to go for the WOD, shirtless pictures and Paleo events. Think about the first time visitor, the person who you want to join your community. Here are few things that will cause them to click that red X button at the top of the screen. Peace SUCKA.
1) Confusion- Whatchya…huh…hold up. Too much text, too many tabs and unclear paths can be bad news for conversions. An overload of information on the homepage has been shown to confuse people and cause them to move on.
2) Too Many Calls To Action. Sign up here, click on this link, wait we have this class and this class. More is not better. Think of a path you want to lead them down and do not overload them.
3) Bad Placement. Is your free trial offer at the bottom of the website? Is the tab you want people to click on all the way to the left? Make sure the placement of key information is somewhere that people can see clearly and identify quickly.
Now you have to tools to clean up your home page. Get on it!
Put a friend or family member who has never been on your site to this test:
Have them log on
What do they click on first?
What are they reading first?
Does anything stand out?
What is their impression of the site?