#JTInTheRaw Show 48: Get Your About Us Page On Your Website Generate Your Leads

Recent survey data shows us that when new visitors first land on a website:

  • 47% make a beeline to the Products and Service pages
  • 33% browse the homepage before jumping around elsewhere
  • 16% check out another page

You are just going to have stay online to find out which page a minimum of 16% visitors view.  I’ll tell you soon!

Welcome to show 48 of JTInTheRaw where I chew the thin on business!

And before get too far into the show, what do you think?

A special shout out to Eugene from Gym Click Media. Eugene is a regular watcher of the show and a great supporter of Active Management, The Fitness Business Podcast and me.  He was recently in South Africa for his brother’s wedding when JTInTheRaw sprung to mind when he saw this hat!  Thank you for your kind gift Eugene!  Much appreciated.

I have some HUGE news for The Fitness Business Podcast.  For the fifth consecutive month there were record downloads.  In fact for the first time the show cracked 9000 downloads in just a month!  Just this year we have seen phenomenal growth in downloads and that comes down to the quality of guests and the great job Chantal is doing hosting the show.

Oh and if you haven’t listened to this week’s show . . . get onto it.  This week Jeb Blount a sales guru and my message is simple: it’s bloody awesome.  Pop Jeb in the comments below and I’ll send you the link.

So on with the show . . .

Last week I shared the importance of filling the holes in your bucket before spending money on marketing.  Remember I said there is no point to spending money on lead generation activities either yourselves or paying a consultant if you don’t have sales systems, on boarding new clients systems, retention systems, human resource systems and other business systems then you are just wasting your money.

If you missed show 47, click here.

This week I went looking for more ways to generate leads at no or minimal cost and here is what I found . . .

Recent survey data shows us that when new visitors first land on a website:

  • 47% make a beeline to the Products and Service pages
  • 33% browse the homepage before jumping around elsewhere
  • 16% check out the about page

I would suggest for fitness businesses the 16% would be closer to 25% and if you’re a PT business then I would think it would be closer to 50%!

Whether the number is as low as 16% or as high as 50% if you don’t beef up your About Us page with the info prospects want to know, you are missing opportunities.

This is a huge mistake far too many businesses have made and are making.

When a prospect comes to your website, they are doing their research. They haven’t entered your sales funnel yet. They’re trying to gauge whether what you do, why you do it and who you are aligns with their values.  They want to know if you can offer them a solution to their problem.

That’s why they go to your About Us page!

When you have a good “About Us” page, your new visitors will eagerly move from being a complete stranger to becoming a potential customer.

Here are six tips to make over your About Us page:

Use a Conversational Tone – use a tone that is conversational, engaging, and easy-to-read.  Dump the third person language.  Share why you do what you do and how much you want to help people.  Help paint a picture of your brand, your people and you.

Tell Your Story, Not a History Lesson – Your About Us page is where you’ll create a human connection with your visitors as if you were standing right in front of them.  To connect with readers, you need to share an authentic story. And not your whole life story put your accomplishments on a separate page.  Show your true story and show visitors that you were in the same situation as them, or you at least understand their situation and you can bet they’ll stick on your site longer.

Make Your About Us Page Visually Exciting – Using generic stock photos – or worse, no photos at all – is a sure fire way to cause visitors to jump off your About Us page.  It’s a smart way to show the true faces behind the brand while also keeping the page visually engaging.

Let Your Customers Do Some of the Talking – Another trustworthy move you can make to your About Us page is to display testimonials.

This will have your customers do the talking for you while you build trust in potential new customers along the way.  Back in show 28 I talked about the importance of social proof.  Click here to watch show 28.  It also helps when these testimonials include an image of the actual person making the recommendation.

Choose One Call to Action Only – You shouldn’t ask your new readers to:

  • Follow you on social media
  • Sign up for your email list, and
  • Check out your latest articles on your blog

Even though you want your new visitors to do all of these, if you send them in all kinds of crazy directions, nothing gets done.

Don’t make me think when I am your About Us page.

Choose one call to action and then stick with it, so it is seamless in clicks.

A good About Us page and your website visitors will get to know who you are and if your mission resonates with them.  This will lead them to becoming prospects.

On the flipside, terrible About Us pages will make new visitors bounce from your website entirely — so you’ll not only lose the touch point, you’ll lose any chance of capturing them as a potential customer.

And here is a little bonus . . . if you become an Active Management member in the next 7 days – ie before show 49 finishes next Friday – I’ll send an incredible checklist for your About Us page!  This is an amazing asset to your web design and lead generation.

If you’re a PT, click here for a Silver PT Membership.

If you’re a Manager click here for a Silver Manager Membership.

If you’re a Owner click here for a Silver Gym Owner Membership.

This Week

This Week I have the Club Owners Industry Leaders Roundtable.  We are meeting Tuesday to Thursday and will be tearing apart the Australian Retention Report.  We are re-exploring on-boarding in our clubs.  And we are visiting Virgin Active, Orange Theory, Crew Rowing Studio, Yoga Bar and also doing an exercise at The Escape Room.  Oh and we are putting Luke in the hot seat as we review his club.

It’s going to be a busy meeting!

And next Friday EXCLUSIVE to Active Management members I am doing a Q & A session. An hour of answering questions on your business. So Active Management members shoot through your questions to me!  10am next Friday, I am answering your questions.

So that concludes show 48!

If you know anyone who can improve their About Us about, then please tag them by popping their name in the comments below.

And if you would like the checklist for improving your own About Us page, you can have it for free when you become an Active Management Member.

If you’re a PT, click here for a Silver PT Membership.

If you’re a Manager click here for a Silver Manager Membership.

If you’re a Owner click here for a Silver Gym Owner Membership.

Let me finish up with Quote of The Week . . .

A good About Us page and your prospects will get to know who you are and if your mission resonates with them.

Do you want to work one on one with JT?

Check out all previous shows here: http://www.activemgmt.com.au/category/jt-in-the-raw/

JT About JT
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.

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