Your gym’s online presence can be the difference between a thriving membership base and missed opportunities.
For too many gyms, having a website is just a box ticked on a long list of things to do before you open. Quite often, you’re on a budget, short on time and working with limited resources, so you end up with a basic, bare-minimum placeholder website. Having a website like this might tick a box, but it won’t actively bring in new members.
To truly grow your gym, your website needs to be a lead-generating machine. Let’s explore how you can turn your gym’s website into a membership magnet.
Key Elements of a High-Performing Gym Website
Online Joining & Membership Sign-Up
A seamless online joining process is one of the most effective ways to increase sign-ups. Most potential members research gyms outside of normal business hours, and if they can’t sign up straight away in their moment of interest, you risk losing them to a competitor.
- Offer a simple, mobile-friendly online registration form. Top Tip: test out your online joining form yourself. If it takes you longer than five minutes from start to finish, it’s probably too complicated.
- Provide multiple membership options and pricing transparency. Read our guide on creating membership plans that sell.
- Enable digital payment options for a hassle-free experience. Direct Debit and Card payments make payments simple for both members and staff!
Interactive Class Timetable
Go a step further than a timetable screenshot on a web page and host an interactive class timetable on your website. This allows potential and current members to explore what’s available and plan their workouts accordingly. Potential attendees should be able to view class details, join waitlists and pay for their chosen class.
- Allow users to filter by class type, instructor, or time so that they can choose the class that’s right for their fitness goals (which will increase the chances of retaining them).
- Provide real-time updates in case of schedule changes. A major benefit of an interactive class timetable is that it updates automatically as you make changes, so there’s no need to update your website separately.
- Enable online booking and waitlist management. This ensures that cancellation spots are always filled and your gym software will report on popular classes so that you can optimise your diary accordingly.
Mobile-Friendliness
More than half of website traffic comes from mobile devices, so your gym’s website must be fully optimised for mobile users. Take this into consideration when sizing fonts, writing content and making sure any images or videos on your site resize appropriately when viewed on mobile.
- Make sure your site has a responsive design that adapts to all screen sizes.
- Make site navigation simple, with easy access to key information: opening times, membership prices and Join Now buttons.
- Optimise all site content to reduce load times and improve the user experience.
Clear Calls-to-Action (CTAs)
Whether it’s signing up for a free trial, booking a class, or contacting the gym, the most important part of a lead-generating website is having clear calls-to-action at all decision-making moments. This includes on the homepage, in the menu bar and at the bottom of all web pages.
- Use strong, action-oriented language, such as “Join Now,” or “Get a Free Day Pass.”
- Place CTAs prominently on every page.
- Make it easy for visitors to complete the desired action in just a few clicks.
Lead Capture & Email Marketing Integration
Not every visitor is ready to sign up immediately, but you can still capture their interest and keep them engaged through automated emails. Even capturing the bare minimum (Name and email address) is better than them leaving your website with no way for you to follow up on their interest.
- Offer a lead magnet (e.g., a free day pass or a membership discount) in exchange for an email address.
- Use automated emails to nurture leads and remind them of your gym’s unique selling points.
- Send personalised offers and updates to encourage sign-ups and retain existing members.
Take the time to assess your current website. Is it just a placeholder, or is it working for you 24/7 to bring in new members? If it’s the former, take a look at ClubRight’s website creation & hosting package. It’s a done-for-you service that’s tailored for your gym. We handle all updates and technical maintenance, so you can focus on running your business. Better still, it’s only £25 (+VAT) per month!
Why not tie it all together with seamless member management from ClubRight? We’re the go-to management software for independent gyms, taking care of everything from membership management and billing to class bookings and online joining—plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1000+ fitness businesses across the UK.
Image Source: Canva
