Do you have a website?
If not, I hope you at least have a facebook page! Either way, the same principles apply.
I’m going to make this very blunt. The purpose of your website is to get your prospects to take action. Period. (was that redundant enough for you?)
Most people only spend a few seconds on a website, and if they don’t see what they’re looking for, or there’s not something to do or click on, they’re gone.
In the short amount of time someone is going to spend on your site, your goal is to get them to identify themselves as someone who is interested in what you have to offer.
The most effective sites that I’ve see out there aren’t always the prettiest. They are all focused on getting people to take some immediate action. The best action you could have them take is to enter their personal information so that you can follow up with them. To do this you have to have a reason for them to want to.
On our site people can get a 25 page consumer’s guide to choosing the right martial arts school and an auto-responder that includes a series of videos featuring Master Karstadt answering questions that almost every new student has.
This immediately makes him the expert in the field with the free report and the new prospect gets to “meet” Master Karstadt by viewing the video series.
Whether you are just getting their email, full contact info, or getting them to pick up the phone and call, your site must get them to take some action.
Here’s 5 simple things that will get people to take action:
1. Offering a free gift of some kind
2. Offering a special introductory offer
3. Lots of testimonials
4. Having an email capture right on the front page
5. Giving specific directions
Here are 3 quick “DON’Ts” for your website:
1. Don’t Post Your Prices Online
This may seem counter intuitive to you, but your goal is to get people to identify themselves as interested in what you offer. Unless you are doing some special offer, if your prices are right there up front most people will make a judgement based on that, rather than the value of your program. Having it posted right there also indirectly communicates to them that price is what’s important to you rather than the benefits of your program.
2. Don’t Overwhelm Prospects With Information
I’ve seen sites that just have pages and pages of information right out of the encyclopedias. To a new prospect who knows little to nothing about martial arts, let alone Taekwon-Do, they don’t care! They are interested in how training is going to impact them or their children. Keep it simple and focused on the benefits you offer and what then need to do next.
When a parent with a 5 year old reads about Taekwon-Do and Imitators or the Hwa-Rang Warrior Code on your site and gets to “Make a just kill”, they’re gone.
3. Don’t Post Pictures And Video That You Think Is Cool
Remember, the people looking at your site and who are considering training with you are nervous, apprehensive and maybe even a little scared. The last thing they want to see is “Taekwon-Do’s Greatest Knockouts” on your facebook page or posted on your website. The pics should be of events, accomplishments, different belt ranks and things that everyone can do.
You want them thinking, “I can do that!”
Here’s an example of a video I put together years ago.
Obviously that’s not all you should have on your site. We also have a section for students that lists their requirements and includes training videos, but that’s in another section of the page.
The main focus is on getting people to take action!
Go back to your site and look at it with a fresh set eyes. Ask yourself, “What is this site communicating?”
“If I knew nothing about martial arts, what would I guess matters to this school?” (The answer is whatever is prominently displayed)
“Does this site encourage me to take action?”
“What can I do to tweak or adjust it to improve it’s performance?”
THEN TAKE ACTION!
About the Author:
Mr. Karstadt is the founder of 1 TKD Consulting and owns the longest running ITF Taekwon-Do school in Arizona, Karstadt Taekwon-Do in Phoenix, AZ with his father Master David Karstadt. He has been training since 1984, earned his Black Belt at the age of 8 and is currently an internationally renown intstructor teaching the culture, discipline, leadership and business skills of Taekwon-Do in classes and seminars to Instructors around the world. He has been a member of eight U.S. Taekwon-Do Teams and has traveled to 14 different countries competing in Taekwon-Do. He has won numerous medals at the World Championships and in international competition, most notably winning the 2004 World Championships in South Korea with two gold medals and the Men’s Team All Around Trophy. Mr. Karstadt currently resides in uptown Phoenix, Arizona with his wife and three children. Mr. Karstadt can be contacted by e-mail at email@example.com