[00:00:00] James Breese: Strength Matters Media. Video. Print. Podcasts.
[00:00:06] Josh Kennedy: Today, we're talking about seven ways personal trainers can maximize lead generation from their website. So let's start nice and simply, what does the website, what's the fundamental role of a website's homepage in generating
[00:00:19] James Breese: leads, James? Well, the fundamental role of any website is to help you get, get you more clients, patients, or members, but you can't always do that straight away, you've got to earn the right.
[00:00:30] So when we're talking about lead generation, what we're trying to do in the website is to engage people with interesting. content that's relevant for them, answers specific questions and helps them, then gives an opportunity for them to opt in, which means give a name, email address in to learn more about your services or learn more about your system of training, teaching, helping people get out of pain, whatever it is on here.
[00:00:55] So the fundamental role of the website is to A, yes, get you more clients, patients and members. But [00:01:00] B, first of all, capture people's details so you can earn the right to educate them more about your business and services to turn them into customers.
[00:01:09] Josh Kennedy: There we go. As we said, education be helpful as we keep, uh, as we keep reiterating, um, on the podcast.
[00:01:16] So number one, this is seven ways. Uh, this is way number one, creating custom tailored content. What, uh, role does custom tailored content have in lead
[00:01:27] James Breese: generation? So with any website. You've got to be speaking to the people directly of who you're trying to help. If you try and target everybody and everyone, you'll hit nobody.
[00:01:38] So you've got to be specific about what you're doing. So custom tailored content means creating specific content for people to engage with, that they can relate to. Give a classic example, you know. We've talked about this seven ways, you know, seven ways personal trainers can maximize lead generation on their website.
[00:01:55] If we were to call it seven ways to maximize lead generation on their website, we're going after [00:02:00] everybody, but we're being specific on this podcast and helping personal trainers. You with me? It's the same with your website. Who are you helping? You know, what are you doing? What the custom tailored content means you're talking about people relevant to them to help them get out of pain in a certain way or helping them get results.
[00:02:16] So if you are a personal trainer that is helping women over 30 lose weight after pregnancy, that's very ultra specific, right? So talk about content. And tell people your message about what you're doing for that specific thing. So custom tailored content is going to be relevant to you. And it's gonna be relevant to the audience.
[00:02:35] You're trying to help as best as you possibly can. Fantastic.
[00:02:38] Josh Kennedy: As you said, make it the more specific you can make it and the more it answers your clients. Pain points or solves them, uh, the better. Right. What about reviews? What role do reviews pay?
[00:02:49] James Breese: Play? Massively. I'll let Andrew go into this though. .
[00:02:52] Andrew Wallis: Yeah.
[00:02:53] Yeah. Well, we, we, we've, we've talked previously about reviews, primarily, uh, Google reviews, um, [00:03:00] working in association, building a relationship with Google, uh, showing that, uh, you've got compelling reviews that have been posted by clients, but equally. On our websites, um, having, uh, client success stories that you can, uh, write a piece on a particular client could be a case study that can be, uh, tailored in such a way that it tells their story, how they've, um, what brought them to you in the first place, uh, the journey they took with you, how you were able to, to fix the underlying.
[00:03:33] problem, the health and wellness issue that first brought them to you. But all of this adds impact. It showcases your skills and it leads the person reading that then to make a purchasing decision. themselves, you know, are you the right fit for them? Um, does it draw them? And at the bottom of a case study, for example, you might have a subtle call to action [00:04:00] asking them to, um, to connect with you for a strategy session, but
[00:04:04] Josh Kennedy: equally, they may have a similar, similar issue with the person who's, who's left the review.
[00:04:09] So it might connect on that kind of more personal level.
[00:04:12] Andrew Wallis: Right. Absolutely. That's why I like case studies particularly, but equally then, if they've read a blog post on a particular question that you've addressed that they were searching for, um, or in a case study that you've put equally, another example would be having a number of testimonials, um, you know, and they're positioned throughout your website on pages where relevant and even a, a testimonial page itself where you've got, um, um, Post after post after success stories, you know, that adds up a compelling library of content then that showcases the skills that you have, um, which, uh, which will play its part, of course,
[00:04:53] Josh Kennedy: as well.
[00:04:53] Yeah, absolutely. Uh, number three, don't give up on forms. James, how can web forms [00:05:00] be effective for lead generation for personal trainers?
[00:05:02] James Breese: Because you need web forms to capture people's data. Now, I don't know about you guys. There's lots of news websites out there. I'll give an example, uh, Wales online, for example, here in Cardiff, it's the worst website in the world because they try and get as much ad revenue as possible.
[00:05:19] So there's. Pop ups coming everywhere. It takes ages to load. Oh my God.
[00:05:23] Josh Kennedy: I would, the, the Liverpool Echo website is the most, I tried to read Everton news. It's the most horrendous thing ever.
[00:05:30] James Breese: Awful. It's awful because they're maximizing revenue from that. It's just, it's terrible. It's a bad user experience.
[00:05:36] So what we don't want to do is become like that. So they, those guys technically have earned the rights to do papers and newspapers everywhere, but we don't. So you need to have strategic forms on your website. If you're on your homepage, it should be at the bottom of the page after people read your story to get to where you want to get to, or we have timely pop up reminders.
[00:05:56] So a little pop up is when it pops up, maybe when you've scrolled three quarters of the way [00:06:00] down the page, halfway down the page, or you've spent enough time on the website, where it goes, Hey. If you like reading this, we'd like more information. Here's a free course or a free book that relates to this. So you've got to create a web form that's relatable to the topic they're talking about that encourages them to download it and learn more about you and your services, basically.
[00:06:18] So forms are so important because it's where you capture data and they can, you can pull them into what we call your email marketing funnel, which is all about educating them, being helpful, not trying to sell straight away, which are educated and be helpful to say, Hey, we exist. We'd like some help with that.
[00:06:33] That's it.
[00:06:34] Josh Kennedy: All about growing that email list, isn't it? And what about number four? This is learn who is visiting your site. So why is it important to know who's visiting your site and how can you identify those people? How'd you do that on, on websites?
[00:06:48] James Breese: Oh, okay. It was simple because this ties into segment, the second, the fifth segment as well.
[00:06:52] So we've got like, learn who's visiting your site and then utilizing retargeting. So it's really important if you're writing [00:07:00] content. You want to use Google Analytics and Google Search Console to understand what terms people are using to find your business in the first place. That's really important because if you can understand that it understands your market, but also makes you realize that some of the content you may be writing and producing.
[00:07:18] Isn't relevant to the people you think it is. It's going to people completely different. So you've got to change the message accordingly. So if you're targeting, let's say how to lose weight in 2024, and you're targeting busy mums who need to lose weight post pregnancy, for example, but you're getting busy dads.
[00:07:36] Who need to lose weight. There's a mismatch. So therefore your content hasn't been written on Google well enough to be found in line. So you want to learn who's visiting your site to make sure the content you're producing is relevant to the people you're trying to serve. Because if not, you could go back and redo your content.
[00:07:53] To make sure it is relevant and the people that you do want to come and find you is finding your website to understand your
[00:07:59] Josh Kennedy: [00:08:00] simple enough. And you mentioned retargeting ads a little more complex. Is that paid for ads? Where are we going
[00:08:06] James Breese: with that? Yeah. So again, if we. If we're, if we're going into pay per click advertising, Google, Facebook, TikTok, Twitter, or X, as you call it, they all have what we call these pixels that can tell you when somebody's been on your website.
[00:08:22] Therefore, when they log into that platform, you can retarget them accordingly, or Google can retarget you around the whole web where, where you visit. From YouTube ads to little pop up banners here on certain websites. Probably the Liverpool Echo as an example or Wales Online. Don't ever, don't go to that website.
[00:08:39] It's terrible. No, exactly. Well, they can see you and see you like consistently coming through it. So, but by making sure you get the right people coming to your website in the first place, you can make your efforts to retarget them a lot simpler too. Because if the wrong people come to your website, you will then waste money in retargeting them to get people into your website after that.
[00:08:57] So retargeting is important, but also [00:09:00] so is the way you need to find how they come to your website in the first place. I know, for example, the number one search term for people to find you should be your brand name. Okay, or at least in the top three, I know for strength matters, as an example, our number one term for people finding us is aerobic threshold.
[00:09:22] Number two is strength matters, right? So one of our most popular blogs is what is the aerobic threshold and people coming through to us via that. So that's top. That's our number one blog post where people are searching. But strength matters is number two. So people are actively searching strength matters and people are finding us that way too.
[00:09:38] And we want that to happen.
[00:09:40] Josh Kennedy: Absolutely. Fantastic. Andrew, I'm going to bring you back in cause you kind of mentioned this before, when we talk about the reviews, um, calls to action, why is it important to have a good, clear call to action? This,
[00:09:51] Andrew Wallis: uh, I've made the mistake in the past where I've not had, um, I've either not had a.
[00:09:56] Clear call to action, or when I've read by [00:10:00] actual, and I'm thinking a blog post here as an example, there was no call to action at all on the page. Uh, so I've delivered some great content, but I, and I'm sure, uh, the reader would've benefited from reading that, but then I'm not taking them by the hand to, to, um.
[00:10:17] Guide them to what I expect them to do next and that's what we need to be doing with any page on our website is that what's the next step that I want them to take and that's where a good and clear call to action can come into play. Um, it can be at the majority of the time, it's going to be at the bottom of the page, and it might not be just so we're clear.
[00:10:40] It might not be. Hey, come and jump on to a strategy call a consultation with me. It might be just looking for some engagement. Hey, what do you think? Comment below. So we're just opening up that that chain of communication, that conversation with them, but equally, um, having [00:11:00] subtle call to actions positions within the content.
[00:11:03] You create, um, James mentioned like pop ups. You can have bits. That may be relevant. Maybe you've got a PDF, a workbook, a nutrition plan, a checklist that somebody might be interested in. I
[00:11:16] Josh Kennedy: was going to say for personal trainers specifically, it'd be something along those lines would be good to download some sort of free content, nutrition guide, workout plan, something like that, right?
[00:11:25] Absolutely.
[00:11:26] Andrew Wallis: And if you've got an image of that. Uh, with a little button and they click that button, uh, um, uh, uh, that would pop up asking them for their name and address. So we've captured that, those contact details, which so we can then, um, send out the welcome sequence and, uh, that email sequence would include the link to that download.
[00:11:46] So those all play their part, but having that clear, uh, call to action initially that's relevant to the topic that you're talking on is
[00:11:55] Josh Kennedy: key. Fantastic. James, I'll come back to you for the final one. Number seven, [00:12:00] using a live chat for instant engagement. Now, what if you are a solo one to one self employed personal trainer?
[00:12:07] How on earth are you going to use live chat?
[00:12:09] James Breese: Well, live chat's there, but you can almost fake live chat. Now we use. Uh, a live chat bot called front, uh, that's the, that's the, that's the customer service system that we use on this now, not, it's not suitable for everybody, which get a high number of volume inquiries coming in.
[00:12:27] So we need to use something like that to manage it all, but you can create a. Well, with your website and with the systems we use behind the scenes, we always install with people that a live chat bot where someone goes, Hey, do you need any help with like an AI response tool back and forth, it gives the appearance of somebody who's there for live chat, but then filters them into the right direction.
[00:12:47] And this is particularly good for bigger businesses. I think, I think personal trainers on their own earning less than two and a half thousand dollars a month. You don't necessarily need it, but for the bigger guys, the gyms, the. the clinicians, [00:13:00] the chiropractors, the osteopaths, those type of guys who've got more money coming in and a bigger practice, then you actually need that in there to filter them in.
[00:13:07] So if you have a full time admin staff, they can monitor it. Great. If not, you can set up the system where it's automated, where you'll be able to check it a couple of hours later and they'll let them know, Hey, we'll usually respond in a couple of hours time back. So intercom front. Uh, the two we've used, we use front cause it's better, better value for money and better service, I think we find.
[00:13:28] But then if you're using our behind the scenes stuff with high level, then you literally get access to a live chat bot there too, which turns into email and even WhatsApp, uh, messages back too. So it's, there's lots of things you can use. It just depends on where you're at and what you're doing, but it's an important aspect if you're a bigger business to use.
[00:13:46] Josh Kennedy: Fantastic. Thank you so much guys. So personal trainers listening. That was seven ways or maybe six ways you can maximize lead generation from your website. I hope you found it useful. If you do find it a little bit overwhelming, we can of course help you. Uh, if you want more [00:14:00] clients or patients, then you can book in for a free 15 minute strategy call with us.
[00:14:04] Go to strengthmatters. com forward slash strategy.