Part 1: Your Website
You need a great website when opening a CrossFit box. You should have a great website regardless. There’s no question about it. It’s the main place where people will find out information about you and will determine whether they sign up or not. New boxes can’t afford to not have a great site. You might not think a website is that important, but let me tell you this – you are wrong. Your website is the face of our box to the world, a place where you can describe how you are differentiated from your neighbor, and most importantly a place to gather new member signups!
Let’s go into the 5 elements of a great website.
- Obvious: Your site needs to be obvious for people. If you make it too hard for people to use, they will leave and take their business elsewhere. You don’t want to be losing customers from the start when opening a Crossfit box. Steve Krug has a great book called, “Don’t Make Me Think”. The entire premise is in the title. Don’t make people think. Take them by the hand and show them the way.
- Functionality: You can have a great looking site that is optimized, but it needs to work well. Make sure all your forms are working as they should. Make sure there’s no broken links. Make sure your site is fast. These things should be obvious, but people commit them more often that you’d think.
- Call-to-action: What is it you want people to do? Most likely CrossFit boxes will want people to sign up for a free trial. If that’s the case, then you should have a form or a number on your homepage that makes it super easy for people to schedule a free workout. Put a big button that says “Get your free workout”. Your sight needs to have a purpose and a sense of direction.
- Eases people’s anxieties: People are going to have questions about your business and you’ll want to solve their anxieties about them. For example, someone might be concerned that they’re too old to do CrossFit. Maybe you could put something on your site saying that people of all ages join and that you work around your client’s needs. That might solve their anxiety and get them to sign up.