What a Good Website Can Offer

Most small business owners are lost when it comes to the web and how to create new business from their website. Here are the “MUST HAVE” elements that will help your site get listed, get found, get you new clients, and help retain the ones you have.

With billions of LOCAL searches being performed online each month, the Internet has officially surpassed the printed Yellow Pages book, newspapers, and other traditional marketing methods when it comes to overall effectiveness.

Online marketing has even gone beyond the computer… mobile phone Internet usage is also growing at incredible rates.

Domain Name

A good website starts with a good domain name. LJSPMA.com is not a good domain name. No one is searching for LJSPMA.com

When people search for someone in your small business or professional practice in your area, they will type in, “practice + your area,” as in, “attorney clearwater, fl.”

You want to get as many domain names as you can that will include your profession and your area. For instance, secure “ManhattanMartialArts.com, “NewYorkCityMartialArts.com,”NYCMartialArts.com,” MartialArtsNYC.com,” etcetera.

You also want easy-to-remember domains like KidsMartialArts.com or FunMartialArts.com. You can create different sites for different areas of practice or forward them all to your main site. Another ad- vantage is that by snapping them up you keep the good domains away from your competitors.

What If It’s Taken?

If someone already has AtlantaMartialArts.com, go for MartialArtsAtlanta. com and AtlantaMartialArtsry.com, MartialArtsinAtlanta.com and every  other variation. You can point all of them to your main website, but, more importantly, you keep those names out of your competitors’ hands.

Landing Page

The landing page is where your visitor lands after clicking a link to your site. A landing is usually also the home page, but for differ- ent campaigns and offers, you may have a landing page that is not your home page. For our purposes, home page and landing page are the same.

You also need a mobile landing page. We’ll touch on this more a little below.

Email Marketing

A good website engages a visitor and instantly communicates what a visitor can learn, get, or find out about on the site. It offers the visitor more information in the form of a free report, video course, downloadable book in exchange for the visitors’ first name and email address.

Email marketing is one of the most powerful and cost-effective marketing tools that a business can use to connect with customers and prospects through their website.

By using an email Autoresponder system, you can stay in front of existing customers and prospects on complete auto-pilot. Every business wants to connect with local consumers without spending a ton of money in advertising. Email Marketing will allow you to do just that.

Giving away a free gift in exchange for email addresses works better than any other method for creating a relationship with a visitor.

Visitors are more apt to give you their email if they get some- thing in return. However, whatever you decide to give them must be valuable and something they would benefit from. Make sure it’s enticing enough to make them leave their email address to get it.

Your Autoresponder opt-in box on your site will be responsible for collecting email addresses, but you must have a way to entice your visitors.

You can offer things such as:

Discounts and Coupons

Most businesses sell products and services that benefit from the use of coupons. Everyone wants to save money these days so of- fering a discount or coupon could prove to be very powerful for building a list.

Free Ebooks/Reports

A lot of people are online searching for solutions to a problem or need that they have. Free reports are the perfect way to give them the information that will solve their problem or fulfill their need.

Free Video Guides

Video is quickly becoming one of the most powerful marketing methods online today. Many people would rather watch a video than read an e-book, so you should definitely cater to this market.

Free “How-To” Tutorials

Tutorials are an excellent way to build an email list. This is because a tutorial provides a LOT of value to subscribers who are looking for a solution to a problem.

Emailing Your List

One of the key mindsets of marketing without marketing is to “Give before you ask.” Email marketing uses this exact strategy. Once you start building your list, it’s time to connect, educate and “soft-sell” to them by providing them with valuable information.

This could be things such as newsletters on topics of interest, “how-to” tutorials, etc.

Coupons and promotions should be worked in – do not bombard your list with hard-selling methods. The most important aspect of email marketing is “relationship-building.”

Use email to get familiar with your list and to allow them to get to know you.

People buy from those they know, like, and trust – this is a known fact. Establishing a relationship is one of the most profitable things you can do to get a strong connection with local prospects.

Whatever you do, just be sure to provide your list with valuable information and don’t bombard them with promotional offers.

Also be somewhat conservative about how often you send emails – there is a such thing as “too many emails” when it comes to email marketing.

Don’t hit your subscribers with constant emails because this will reduce the perceived value of being a part of your list. Once the value is gone, people will quickly opt-out.

Instead, only send out emails periodically and this could vary depending on the nature of your business.

However, in most cases, just sending one email per week – or even two emails per month is more than enough to build a strong connection with your list.

Website Checklist

Is your website generating the majority of your leads? Are you receiving at least 20 leads per month via your website? If not, your site is probably underperforming and costing you students and revenue, not to mention media leads. The web is the first place the media looks to for commentary on current stories so you want to put the best impression forward.

Here is a check to use for your schools’ site. If you are missing any of these key elements make it a goal to get them taken care of this month, event if that means outsourcing the job to our www.MartialArtsWebsites.com for a complete redesign, which can be done with 14-days in most cases.

Website Checklist

1. Register Domain Name

2. Sign up for hosting

3. Create keyword right articles and pages

4. Submit to Google

5. Submit to Yahoo

6. Submit to Dmoz

7. Update copyright

8. Update testimonials

9. Create YouTube channel

10. Create Facebook Fan Page for your school (separate from your personal account)

11. Create Twitter account for your school (separate from your personal account)

12. Set up Google alert for your name, your school’s name, and your competitors’ names.

Elements of a Good Website

Here are the top eight elements every Martial Arts School Website needs.

1. Home page

This is the first page most of your website visitors will see first. The job of this page isn’t to sell, tell your whole story, or replace the content found elsewhere on your site. Rather, it’s primary purpose is to filter and direct visitors to the content that will help them make the best decision for them. If you teach both adults and child, segment them out with distinct calls to action to help filter your audience into the right areas. Be sure to clearly emphasize your most valuable content and also clearly state what makes you different than your competition.

2. Contact Us

This page should provide all the various ways people can contact you. Include your address, email, phone, fax, and a map to your location. As an option, you can also have a contact form for people to send you messages. I often include a statement above this information directing people to my FAQ page and free trial. 

3. About Us

This page should give the nuts and bolts of your operation and instructors. This is the best place to tell your story of how you got started, your training history, and why you started your martial arts school. Don’t make it boring. This is the place to communicate your philosophy and history with some personality.

4. Frequently Asked Questions

Save yourself some time answering the same questions over and over on the phone. Having answers to the common questions will help prequalify people better before they call leaving you more time to get them signed up for an appointment. For a list of ideas, be sure to visit my post “Using Frequently Asked Questions to Attract More Students to your Karate Dojo.

5. What You’ll Learn

This should be positioned as the kinds of things that people will they will learn when they join your program. Please note, this doesn’t mean you should sell your style here. I would recommend that you sell them the benefits first then support with facts from your style or system (a distant) second.

6. Training Schedule

If you offer a robust schedule, I recommend that you create a single page that has a simple grid that spells out your schedule by day, time, and program. Make this so easy an 5th grader could understand it. If you you only teach one or two days, you might just want to include your schedule on the frequently asked questions page.

7. Why Train Here

I highly recommend having a page that outlines the most important reasons your prospect would want to train at your martial arts school. Put yourself in the frame of mind of your target prospect, what they want, and how your martial arts school matches their needs. Then, address those needs.

8. Offer Page

This can be a trial sign up page, a newsletter sign up page, a free guide download page… whatever kind of offer you want to make. Just be sure to collect a name and an email so you can start building a list to follow up with over time in exchange for your offer. Learn more about “How to Create an Irresistible Offer Your Prospects Can’t Refuse.”

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