You don’t have to be a writer to know bad copywriting when you see it.
There are two extremes to bad copy.
On one side of the pendulum, you have clickbait. On the other, boring and bland.
I know it’s a little biased, but I think fitness businesses have a tougher time with getting the attention of their target market.
Because every other company is also screaming for their attention with bright colors, bulging veins, and cringey slang.
With all that said, your website copy is insanely important for how well your business does.
The Benefits of Copywriting for Your Fitness Website
Your copy must walk this odd tightrope of being well written and easy to understand, but also engaging and entertaining.
Clear, concise, and appealing copywriting will help increase traffic to your website and boost sales, among other benefits.
Let’s discuss the benefits of good copywriting for your fitness website.
I’ll also cover why you must take the time to do an awesome job on your copy or hire a professional copywriter to do it for you.
1. Gives Your Website / Brand a Personality
Can you imagine if every website had the same boring and predictable copy on their website?
(Unfortunately, a lot of them do…)
It would be incredibly dull, and you would immediately click away.
Good copywriting can help give your website personality, making it stand out from the competition who might be banking on more tried-and-true methods.
Matching your copywriting to your brand helps prospects instantly get a sense of who you are and what you’re all about.
For example, if you’re a high energy fitness business, your website copy should reflect that.
Like to be gently sarcastic? Throw it in there.
Going for a more sophisticated gentlemen thing? Think Don Draper in the weight room.
Well, that’s exactly what your copy better tell me. I need to read your copy and think,
“Huh, this product is for the man or lady who enjoys a post-workout protein shake as much as he does an Old Fashioned and a tailored suit.”
This also goes for your blog posts too. Check out my article on how to write an interesting blog if you think your posts could use some written flair.
2. Helps You Stand Out
On that same note, great copy that complements your brand is going to help you stand out against the competition.
If all your competitors are using the same two methods I talked about above (clickbait vs. snooze fest), you can easily set yourself apart by using creative and engaging writing.
This will help you attract more attention from potential customers and increase traffic to your fitness website.
3. Demonstrates Your Credibility as a Fitness Authority
Having kickass copywriting on your site will boost your credibility as a fitness authority.
If you can provide valuable information and insights on your website that are easy-to-digest and fun to read, people will be more likely to trust you as an expert in the field.
Even better, they’ll keep coming back to you.
4. Engages, Informs, and Persuades Your Visitors
The whole point of having a website is to engage, inform, and persuade your visitors to take some kind of action.
Whether you want them to sign up for your email list, buy a product, or simply learn more about your business, effective copywriting will help you achieve your goal.
Copy that is well written and persuasive will engage your readers, keeping them hooked long enough to learn about your product or service.
That gives you a chance to describe the benefits – not just the features – of what you offer.
This is when your reader should identify with the pain points that you’re presenting and then see you as the only solution.
When great copywriting does its job – and does it well – prospects will take the action you want them to.
5. Increases Traffic to Your Website
Professional copy will help to attract more visitors to your website.
What kinda magic are these words conjuring?
Well, here’s the thing:
You already know that your website copy must be easy to understand, engaging, value-driven, and persuasive.
But it also needs to be optimized for search engines.
When someone says “good” copywriting nowadays, it’s implied that search engines will love it as much as living breathing prospects.
You need both because one feeds the other.
People will be able to find your website with the help of keyword optimization (SEO), but it’s the engaging copy that will keep them on the site.
When people stay on your site, reading your blogs, watching your videos, or learning more about your business, this will let the search engines know that you have a valuable site.
And in response, you’ll rank higher because search engines will see your website as an authority site.
Ah, the circle of copywriting life.
6. Improves Engagement
Continuing with that thought, copywriting that’s done well will engage your audience.
Keep them interested in what you have to say or what you’re selling, and they are more likely to take the desired action.
Just be sure to tell them what to do with a call-to-action (CTA).
7. Helps Convert Visitors into Customers
This is the primary goal of any fitness website. Convert your visitors into long-term customers.
And that’s what amazing copywriting can do for you and your business. How?
Well, this is going to be a summary of all the points I discussed above, but good copy helps convert prospects into customers by:
- Increasing traffic to your site
- Establishing your brand as an authority
- Engaging your target audience
- Providing valuable content that is easy to grasp
- Building trust with your audience
- Driving your audience to take action (buying your product or service)
Copywriting is a Great Return on Invest (ROI)
Copywriting is one of the most effective and affordable marketing tools that you can use.
When done correctly, effective copywriting can produce a high return on investment (ROI).
This means that you get a lot of bang for your buck, and it’s one of the best ways to increase traffic and sales for your fitness website.
The Dangers of Bad Copywriting
What about the flip side of the coin? What if you don’t take the time to write or hire someone to write professional copy for your website?
The dangers of bad copywriting are just as real as the benefits of good copywriting.
Bad copy can cost you sales, lower your search engine ranking, and turn off potential customers.
Your website reflects your business.
If it has poorly written content, people will assume that your business is unprofessional.
Make Sure You’re Reaping the Benefits of Copywriting
Taking the time to write the copy for your website or blog posts might not be something you have experience with.
Or you could be so busy that copywriting is the last thing on your mind.
If that’s the case, I can help you.
I have over a decade of experience as a professional copywriter and fitness authority.
I can write copy for your industry because I’m in your industry!
Let’s chat about your fitness business and how I can write engaging copy for your website.