One of the first things I do when working with my clients – particularly my coaching clients is review their website. I firmly believe that the first step in taking your yoga business from blah to blooming is to get your website right.
Why? Well because whether they discover you via social media, search engine, guest blog or personal recommendation, sooner or later a potential customer is going to end up on your website. And once they’ve arrived your site has five simple tasks to complete…
- Grab your potential customers attention
- Encourage them to know, like and trust you
- Pique their interest
- Make them desire your offer
- Get them to take action or connect
EVERY SINGLE PAGE on your website has this job to do, whether it’s your home page, your about page or your classes workshops and retreats pages.
Yes, they all do the job differently, but the journey and the end goal is always the same. You’ve got to get your ideal customer to connect with you. If they don’t do this, it’s unlikely that they’ll take the next vital step of booking onto your next class.
The great news is that you can all of this (and more) with the right copy. And in this blog post I’m going to take you step-by-step through the process of creating or updating a yoga business website that converts curious customers into serious enquiries and paying clients.
Step 1. To grab your potential customers attention – Always start with an amazing headline
Research shows that five times as many people read the headline as read your main copy. This means that once you’ve written your headline, you’ve essentially spent 80p out of your copywriting pound.
The headline is hands down the most important copy on your page. It’s the first message your reader will see and it has two major tasks
- To stop visitors in their tracks and
- To entice them into reading the rest of your copy
Your headline is SO important that it can literally mean the difference between a reader staying on your site and scanning the rest of your copy or bouncing away, so it’s got to be absolutely brilliant!
The place where most people get this wrong is on their home page.
Welcome to my site is NOT good headline. Is that really the first thing you want to tell a potential customer?
Your home page headline should sum up why a reader should take a few minutes out of their busy day (because believe me, that’s all you’ve got ladies) in a neat and super swoonworthy sentence.
But most don’t.
Most home page headlines go something like this…
Welcome to Bendy Stretchy People Yoga!
Feeling inspired? No, me neither.
Let’s try something a bit more tempting shall we?
Ready to reach a higher level of health and happiness through yoga?
Toning yoga classes that cultivate the mind and challenge the body!
Oooh, now that’s more like it! You’ve got to create that kind of impact on EVERY page and EVERY blog post if you want potential customers to stick around.
So, are you ready to create some seriously swoon-worthy headlines?
A good headline sums up in a sentence what is unique and highly desirable about your business. It’s a hook to tempt your reader into scroll further down the page.
- It should be clear
- It should grab attention
- It should get straight to the point, and ideally
- It should highlight a benefit
Step 2: To encourage readers to know, like and trust you… Stop talking about you and start talking to them!
This is by far the biggest and most common copywriting mistake I see being made. It’s understandable I guess, when you’re passionate about your business (and yoga teachers always are!) you want to tell the whole world about what you do and why your business is so awesome.
There’s just one problem.
The world doesn’t care about you or your business. In fact, even your ideal customers don’t really care about you and your business
So, what do they care about? In a word… Themselves!
They care about their family, their dogs, their car and their next holiday. They care how successful they are, how much time they are saving, how toned their bottom is or how much money they are making.
Starting a conversation by telling them all about you, is not only a waste of their time. It’s a waste of yours.
Today’s BIG lesson…
Don’t write what you want to say. Write what your reader wants to hear.
Or in other words, have a conversation. Forget about why you’re awesome, talk about why yoga is awesome! How can it help address your potential customers pain points? What problems can it solve, how wonderful will it make them feel?
Remember also to avoid stuffy, long-winded sentences, avoid industry jargon and over complicated copy. You may know all the sanskrit terms and phrases for each yoga posture, but your potential customer probably doesn’t have a clue. Keep it simple. And if you use specific yoga terminology or names, be sure to explain. The average person on the street may not know the difference between Hatha, Yin and Kundalini!
Write like you’re actually talking to your reader, strike a conversational tone, use words and phrases that sound natural. Use examples and case studies to explain anything overly technical or complicated in a simple, straight-forward way.
Never assume that your reader knows or understands everything that you do.
Call out their problems, show them that you recognise and understand their dreams, goals and desires, offer solutions, give your view, help your customers! Enable your readers to take a small step towards their own success and they’ll always come back for more!
Step 3: to Pique their interest… Talk about benefits
Building on the previous step, when writing copy to promote or sell your products and services, always keep your potential customer in mind.
Ask yourself… What’s in it for them?
Fail to get this one right and you can kiss goodbye to full classes and packed out retreats. Boo!
It’s time to get crystal clear with your copy yoga ladies.
Use language which clearly communicates how your product or service can solve your buyers problems and paint a picture of life how wonderful, simple or successful life will be after they’ve made a purchase.
Here’s how to tell the difference
Benefits are results driven. They’re about what your product or service does to help improve your customers lives or business. For example
- It saves them time or money
- It makes their lives easier and less stressful
- It’s available when and where they need it
- It’s ready to use straight away
Features are how your products or services deliver those benefits
- One-stop shop for all their needs
- 1-click reporting software
- Open 24 hours
- Gift-wrapped or batteries included
Features are important but remember, it’s the benefits that entice people to buy.
Step 4: to make them desire your offer… Prove that you can deliver on your promise with positive testimonials and social proof
Trust is a big deal. Sharing existing customers positive experiences with your company is a great way to boost your website conversion rates. The trick is to include at least one testimonial on EVERY PAGE.
That’s right! That single page of testimonials you’ve got hidden away under your about page ain’t gonna cut it. The less clicks your customer has to make to get the info they need the better. So, share the testimonial love across your entire website.
Does this mean you have to ditch the testimonials page? No. But you need to sprinkle positive feedback across your site like a kind of magic sales dust.
Keep testimonials short by using just the best snippets from the whole.
Each testimonial should be no more than 2-3 sentences long and:
- Reinforce the benefits of the product or service that you are selling; or
- Show off the fabulous results that customers have gotten by using your product or services; or
- Boost your authority by backing up how awesome your knowledge and skills are.
Following up testimonials with third party endorsements can have a huge positive effect on the conversion rate of your landing page.
Display the logos of businesses that already use your product or service to further enhance your reputation. If a reader can see that other people just like them have gotten great results from working with you then they are much more likely to get in touch.
Step 5: to Get potential customers to take action or connect… Always end with a call to action
EVERY page on your website ( not to mention every blog post and at least half of your social media posts too) needs a call to action (CTA).
This could be an invite to:
- check out your class timetable or forthcoming workshops
- follow you on social media or
- sign-up to your mailing list
Using an invite to join your mailing list as an example, let’s look at what makes a good call to action. In most cases this is the button beneath your sign-up form.
Please don’t be dull and use ‘subscribe now’.
Stand out from the crowd and use powerful action words that excite and persuade your reader!
CTA copy should be short, snappy and super direct. Using clear, active words and phrases such as ‘download your zen in ten tips now’ or ‘grab your free mindfulness ebook’ will help push potential customers in the right direction.
Design is key when it comes to creating a standout call to action. Use brightly coloured buttons, links and colours that stand out on the page and instantly grab attention. Leave them in absolutely no doubt of what you’d like them to do next.
Remember… Copywriting is super powerful and it doesn’t have to be complicated. Simply by changing the text on a page or post you can dramatically alter how your reader responds and what they do next.
The great news is that you don’t need to be an expert copywriter to start getting better results.
Simply follow these basic steps I’ve outlined in this post and you’ll start to see an immediate improvement.