When’s the last time you thought about your fitness website copywriting? If you’re left scratching your head, you’re not alone.

Most fitness business owners have too much to worry about within their business to think about professional website copywriting.

But here’s the thing: You can have a dynamite product or service, but if your website copywriting doesn’t demonstrate this, you’re going to miss out on attention, prospects, and sales.

Professional copy can help you engage, educate, and persuade your target market to purchase your product or service.

I want to take a dive deep into one of the services I offer – fitness website copywriting – so you can see what it entails and, more importantly, how it can help your business.


What is Fitness Website Copywriting?

Fitness website copywriting is the process of creating compelling and persuasive text for a fitness-related website. It doesn’t matter if you’re selling a product or service. When you describe what you’re selling along with its benefits

and features, this is the copywriting part of it. Some common examples of website copywriting include the following:

  • Landing page text
  • Product descriptions
  • Blog articles
  • Service descriptions
  • Emails such as newsletter and offers
  • Social media blurbs
  • E-books
  • Training guides
  • Online courses

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Benefits of Professional Website Copy

So, what’s the big deal about professional copy on your fitness website? You write a few things about what you sell and that’s that, right? Wrong.

There is a lot that goes into writing professional copy.

Copywriters spend a great deal of time on various types of research – keyword, target market, competitor, etc. – to understand your particular audience. And a copywriter will do this so they can engage your audience, build a connection with them, and convince them to act.

The action stage can be anything from asking them to sign up for your newsletter to asking for the sale. All of this hard work is done so that you can enjoy the benefits of professionally crafted copy:

Improved SEO and Website Traffic

Great copy can improve your website’s SEO (search engine optimization). By including relevant keywords and phrases in both your website copy as well as your blogs, you can help your website rank higher in search engine results pages. This will result in more people finding and visiting your site.

More Engagement

How do you make sure your target audience doesn’t click away within a few seconds of landing on your home page? You need to engage your prospects. And high-quality fitness website copy will help to do just that. If your copy is interesting and engaging, people will be more likely to stick around and read what you have to say. This can lead to increased interaction on your site, such as comments and shares.

Higher Conversion Rates

Your audience has found your website and they really like what you have to say. What’s next? You want to convert that prospect into a customer or a subscriber. Professional website copy is pretty damn convincing and it can help to increase conversion rates. In other words, it can increase the number of people who take a desired action on your site such as subscribing or making a purchase.


Why You Need a Fitness Copywriter

Education, engagement, and conversion… oh my! That is a tall order for some words on your website. How confident do you feel that you have the right words to turn prospects into customers? If you don’t have the expertise or the interest to learn how write killer copy, I’d recommend hiring a fitness copywriter. A great fitness copywriter will be able to understand both your target audience and business goals. More importantly, they will create copy that is aligned with that audience and those goals.

What You Can Expect When You Hire a Fitness Writer

I can’t speak for other fitness copywriters; I can only tell you how I do things. Here’s what you can expect starting with our first call all the way through to the finished product.


The Discovery Call

It all starts with our first phone call. We’ll do a deep dive of your business. By the end of the call, I’ll understand the following:

  • Fitness niche
  • Target market
  • Short-term and long-term goals
  • What you’d like to achieve with your project
  • Important deadlines

After our call, I’ll be able to make suggestions to improve the scope and entirety of the project while ensuring it’s still in-line with your vision.


Collect Materials and Conduct Research

Once I understand what it is your business needs, I’ll hit the (digital) books. The research will always differ according to the project, but here are the most common examples:

Keyword Research

I’ll perform extensive research to determine which keywords are going to be best for getting your website found on search engines.

Content and Competitor Research

If you need a major overhaul on published content (e.g., your fitness blog) or you want to make sure you hit the ground running, I’ll take a look at keyword-focused trends in the fitness industry. I will also take a look at your top five competitors to discover the topics and content they haven’t tapped into yet. This will help me create relevant and engaging content.

Scientific Research

If I’m writing blogs or e-books for you, I’ll take care of reviewing peer-reviewed studies in scholarly journals to back-up any claims I make.


Creating an Outline

Before I write a full draft of any type of content – blog posts, website copy, e-books, etc. – I create an outline for you to review. The outline takes everything we discussed and all of the research I performed and gives you the equivalent of an architect’s blueprint. You’ll know exactly what to expect in the final product.

The initial outline is incredibly important because it gives you a chance to request changes, if needed. I want to make sure we get it right in the outline because this will save time, ensuring that you get your content faster.

It also gives you the freedom to work on more pressing aspects of your business while I take care of the writing.

The First Draft

Once you approve the outline, I get to work on the first draft. Just because it’s the “first” draft doesn’t mean it’s treated as a rough draft.

My goal is to make the draft as perfect as possible. That’s why every draft is put through a rigorous process of revisions, editing for content and clarity, and proofreading for spelling and grammar.

Once I feel satisfied with the first draft, I send it out to another proofreader. Don’t worry, the proofreader doesn’t add anything to it. They are only checking spelling and grammar. Since I spend so much time with your project, I want another set of eyes on your content to make sure I didn’t miss anything.

When I’m happy with everything, I format the content according to your specifications (e.g., Word Doc, Google Doc, PDF, etc.) then send it over.


Feedback and Revisions

This is when the ball is in your court. You’ll review the content, ensuring I’ve completed the scope to your expectations. But you’ll also check for branding, tone, voice, and whether I’ve addressed your target audience.

This gives you the chance to ask questions and send over feedback for me. Based on your feedback, I’ll revise the content and follow up with the second draft.

Essentially, this game of “feedback ping pong” continues until you’re completely satisfied with your content and ready to post it on your website.


Want Some Help with Your Fitness Content?

If you’re in need of fitness copy, but you don’t have the writing background or interest to do it, I can help.

Contact me and let’s chat about your project and how I can bring it to life.

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