I’m good at websites because I am bad at dating

An evaluation of what I’ve learned running a startup website and marketing automation company, and being single during a pandemic at the same time.

If you are not well-versed in the online dating world, let me give you a crash course. There are few important things to remember when prospecting…prospecting for leads or dates. Here are 3 main things that I have learned over the last year.

  1. Be responsive!
  2. No one wants you to respond 24 hours after you match with someone – the speed of messages matter. It shows massive interest and investment.
  3. Ask good questions!
  4. Do you actually care about getting to know the other person? Will you be a good fit? Do you know what the other person is looking for?
  5. Make the date as quickly as possible!
  6. Pass the first two barriers, and let’s set up the meeting! No one wants to chat for days or be ghosted. Propose a date and set it in stone! (Not actual stone, that would be weird. Put it on the calendar.)

When it all comes down to it, there is really only one purpose of these dating apps, and that is to get off the app! Aren’t we trying to do the same with our gym websites?

My non-existent dating life aside, this is precisely how your gym’s website and lead nurture funnel should function. Set a goal to get people off your website and sitting in front of you as quickly as possible.

Let’s say someone finds your business and sees an attractive, compelling website.

  1. Is there one clear call to action?
  2. Is the company responsive?
  3. Can they book the appointment easily?
  4. And if they aren’t ready to set the date, is there a sequence that establishes and builds the “know, like, trust” factor so they will book when they are ready?

Building a website that converts is actually really easy, but many business owners get caught up in the details and add things like describing their programming in detail, listing every specialty program they have ever run, and an endless (and usually slow) photo gallery. So take some advice from all those dating apps, make it easy for your prospects to get in touch, and skip the photos of you and that fish.

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