In our highly visual culture, a strong website is one of the most important tools to invest in for any business.
It’s no longer a nice-to-have. The way your site looks tells users whether they want to interact or do business with you or click away to your competition. Sure it’s great to have good equipment, and good software, and quality staff, but if you don’t have a good website you will lose leads, and probably a lot of them.
In talking with small business owners every day, we find that the majority either overspend or underspend when building their website, and many, if not most, have no idea how to make good, informed decisions when it comes getting a quality website. A handful of folks go with the most expensive option, because the company makes a lot of promises on the sales call, only to find out a several weeks in that they gotten sold a bill of over-promised and under-delivered goods. Or, when money is tight it sounds really appealing to go with the low-cost option – a friend or family member, or “someone from church”, or the cheapest service you can find when you Google – but rarely is this a good idea.
I recently bought an old pickup truck. Our budget for it was small, so we found one that fit the budget and excitedly wrote the check. And, then… the spending compounded. Four trips to the mechanic later, we ended up spending 3x the original price tag.
So it is with websites.
You can go with the cheapest option, but it will always cost you more in the long run.
In this blog post, we’ll talk about why a good website matters to your business. And then in the upcoming weeks, we’ll follow up with blog posts on what are the essential elements of a strong lead-generating website and how to make sure each is included, and what to look for when hiring a web design firm that won’t break the bank.
So, why does a good website matter?
- Your website is your online expression of who you are. It reflects your level of professionalism as a business owner. If your website is strong and solid, that communicates that you are doing well enough in your business to be able to afford a dynamic website. If it’s home-built and cobbled together and hasn’t been updated in years, that’s exactly the first impression you’ll make, and the “googler” will most likely (quickly) move on to your competitor.
- Your website can mean being chosen over the other guy/girl down the street. When someone is considering getting fit, they likely have lots of options in a gym within in a 10 mile radius. The majority of these people will begin a Google search. If they find you, and like what they see, you may gain their business. If you can’t be found or your competitor looks more reputable through his/her website, you’ll lose business, just because of your website.
- Your website can attract drop-ins. One of the first things people from out of town will do when looking for a place to workout, is do an online search. Again, if you have a solid site, they’ll choose you. If not, you’ll get passed over… every time.
- Your website provides accessibility to your business around the clock. Brick and mortar stores close, websites don’t. This means that your website is always open for business. So, when they’re out and about on their phone, your website can easily be viewed on the go. Or, at midnight, after they’ve just finished a pack of Oreo’s, be the one they are looking for to help them make a change.
- Your website makes your product/service understandable. Many people have some serious misconceptions about the world of CrossFit. A good website can quickly dispel those fears and make you seem more approachable.
Considering that your website is one of your most important tools in getting people in your door, you’d do well to invest some time and thought into building a solid website and hiring the right people for the job.
But, be careful… there are a lot of website companies out there promising things they can’t (or don’t) deliver… either with little to no experience in the gym industry space, or who will charge you way too much for what you need. Be sure you know exactly what you’re looking for and what questions to ask before hiring someone to build you a website.
Having built close to 1,000 websites for gym owners, websites are one thing we specialize in. We’re happy to talk with you, just to answer any questions you may have. You can schedule a free call at your convenience by clicking on this link.
Want to read more about websites? Check out these other posts we’ve written…