6 Best Practices to Make Sure Your Website Really Represents Your Business
If you’re a new student looking for a gym, pilates studio or yoga center, the first place you look is often the web (or social media). So unless a new student is a walk-in, their first impression is going to be from your website and your social media channels. This impression will impact your lead generation as well as your ability to retain clients. Your brand guidelines should determine the look and feel of your website. But even with brand guidelines in place, we often neglect some of the finer components of website design in terms of how it speaks to and promotes your overall brand and message.
For starters, the content on your website needs to not only provide the information a client is looking for—it also needs to set the tone and vibe of your space. Many clients will experience your studio first through your website, so guide them through the process with an easy-to-navigate site that points them directly where they need to go. (Stay tuned for a future blog post on how to make your website your ultimate sales-generating machine!)
While the text on your website is important, especially in conveying key information, the imagery you choose highlights your approach, the style of your business, the feel of your classes, and the demographic you’re trying to target. It’s important to take all of these things into consideration when designing your website. Misalignment between your message and your brand can create confusion as well as a disconnect between you and your clients.
Here are 6 guidelines to keep in mind to align your message and images on your website:
1. Imagery
The imagery you use and your overall design will help you differentiate your studio from your competition. This means utilizing the same style guide (colors, logo, fonts) throughout your website as you do in all of your marketing materials. If you have a banner at an event and a flyer at a separate event, you want clients to recognize that it is your business without having to read into the fine details. The same is true for your website. Throughout the pages make sure that you’re utilizing consistent fonts and font sizes, and that the images align with your message. Even take note of the types of colors you’re using in your images and the overall feel of each image. Are they bright? Or are they muted? What aligns better with your overall brand?
2. Simplicity
If you have to write an entire paragraph to explain one key point, something is amiss. You want to be able to offer clarity in as few words as possible; the more space between paragraphs the easier it is for the reader to understand the message (and continue reading). Try sharing your message with a diverse audience and notice what points require extra clarification. Once you’ve honed in on your message you’ll find it is much easier to convey it in print.
3. Tone
A consistent message and tone creates loyalty and familiarity for your clients. Consistency in tone relates to how you deliver your messaging. What sort of voice do you use, and how do you speak to your customers? Your tone will be felt across multiple mediums so be mindful of what feels and works best for you and your clientele. If you’re unsure, returning to your core values and your mission statement can help you craft a voice/tone that resonates with your overall purpose as well as the audience you’re trying to attract. For instance, if you’re a gentle yoga studio, utilizing language that speaks to your ideal avatar is going to have a greater impact than a discussion of weight-loss or toned abs. This may seem like a no brainer, but studios often try to be all things for all people and in that approach they miss their audience completely.
4. Be customer-centric
If you’re not sure if your imaging resonates with your clients, ask them! Use social media to find out what kind of images/graphics they find appealing. Try an A/B test with your email messaging and watch what kinds of flyers within your space clients are more interested in. Finally, be willing to just ask! Most people enjoy knowing their opinions are of value.
5. Build content-specific brand guidelines
If you don’t have your brand guidelines created, consider this your next business task. It’s important to have a very clear brand identity from your colors and fonts to the use of your logo. If you already have your brand guidelines in place, get into the nitty-gritty. What kinds of images tie with your message? How do you want images used? Once you’re aware of what kinds of images you need you’ll be able to schedule your photo shoot! (See below.) Mapping all of this out will also help drive your social media approach through a boutique fitness studio business plan.
6. Use original photography
The best way to make sure your imaging is in line with your message is to shoot your images! Hire a professional photographer to come in and capture your students, staff, space and interactions. A professional photographer will not only be able to get the images you need but will be able to control the lighting and overall feel of the shoot to keep it aligned with your brand. If you’re unsure what types of shots you need, just ask us!
Telomere Consulting provides business consulting and fitness marketing services to studio owners in the boutique fitness and yoga space. The Telomere team helps you navigate business strategy from conception to implementation. We provide end-to-end marketing support and would love to hear from you. Click here to book your free intro call. We want you to treat your business the way you treat your body – making the right choices now to optimize its potential for a long and healthy life. Visit us here to learn more.
