Make your Website as Direct as your Coaching

   

Make your website work for you and your users.

Attention span of a human is roughly 6.8 seconds. And that’s assuming they’ve actually tapped into some shred of self control in their adult years. Most haven't. So assume you have less than that.

You must entice, educate and encourage action in the time it takes to eat an average sized apple fritter.

YOUR WEB POINTS OF PERFORMANCE

1. Divide and Conquer

Multiple users are going to find your site. We need to anticipate the major targets then divide and conquer

TrainHeroic.com only gives two options once you land on our home page. Coach or Athlete. That simple. This allows us to focus content once user has identified with one of the two groups. TrainHeroic.com only gives two options once you land on our home page. Coach or Athlete. That simple. This allows us to focus content once user has identified with one of the two groups.

Split up the targets quickly and clearly.

I’m talking stupid simple. For the majority of you, it’s gonna be athletes and coaches.

Sidenote, I should tell you that a not so recent trend has given amateur athletes the belief that they are coaches too. This belief makes funneling your users even more important.

Make it dead simple and enticing for the athletes to want to “Train/Workout” and the coaches to want to “Manage Athletes and Facilitate Training.”

2. Calls-To-Action

Let’s talk about actions. When you’re coaching you don’t say “continue” or “next”

No.

Buttons on the TrainHeroic site never use "Continue" or vague text. They let users know what path they should expect.
Buttons on the TrainHeroic site never use "Continue" or vague text. They let users know what path they should expect.
 
You’re specific. Direct. Aggressive. And maybe a little terrifying.
 
Athletes need this. Athletes want this. Be clear with every click that you are asking for. Clicks are reps with a high amount of perceived investment. Make the return on that investment clear and majestic.
 

3. Information Hierarchy

Organize your page content with the basic W's. Top that off with the how and why.Screen Shot 2015-10-06 at 10.58.58 AM

  • Who are you? Great, here’s who this is for.
  • What is this? Not what you think, and everything that you’ve always wanted.
  • When? How many days per week. How much time am i gonna have to commit. When should i start seeing gain if I man the hell up and do what you say?
  • Why should you do this? Because it;s gonna make you a better version of the weirdo reading it.
  • How? Click this button. No. Seriously. Right now. Click the damn button. It'll cost you only $X/day. You can skip those donuts and come out on top.

4. Layout

The Fold….The God-Forsaking fold 

Screen Shot 2015-10-06 at 11.03.36 AM Cal Strength's old site. Way too many things going on.

The fold is lie. The fold is what people believe they should be slave to when prioritizing content. Most sites will overwhlelm the user.

The fold is a Jar-Jar Binks-like remnant of a time where physical newspapers ruled the land. I’m begging you to forget about this.

Excellent navigation AND encouraging users to scroll are the two main ways to avoid being victim to “The Fold” practices.

Viewing Patterns

Screen Shot 2015-10-06 at 10.25.49 AM
The two main types of reading patterns. "F" and "Z." Your takeaway? Put the most important things in the corner.
 
Websites aren’t exactly linear. Users tend to read in two main patterns.
 

The F Pattern

Starting from the top left going to top right and back. Then straight down the left side. Mayyybe some skimming in the middle.

 

The Z Pattern

Left to right to bottom left to bottom right. Basically the corners.

Make sure you utilize the corners. Put your most important thing in the upper right hand corner. Period.

Not your social links. Not your "about me" page. Not some picture of you benching 20 years ago. No one cares. There I said it.

Just like our training: Be persistent. Be consistent. Be reliable.

Repeat the call outs. Anchor the callouts.

Bonus tip: A note on Content

Videos, testimonials, images and words

A video is worth a thousand images

A testimonial is worth a thousand words

Your takeaway? Film a video. Make it long enough to give the who, what, where and why.

Get a bunch of testimonials. People like seeing other people love something. It’s addictive. Like cat videos and pre workout.

Natural, Human Language 

Forms suck. Make them less sucky by doing them in narrative style. This is just one example of how to be less "mechanical" in the way we talk on the web.
 
Forms suck. Make them less sucky by doing them in narrative style. This is just one example of how to be less "mechanical" in the way we talk on the web.
 
Don’t talk like a robot. People don’t pay for robots….yet. So give our future robot overlords some space and talk like a freaking human. Use your personal language. Your personal brand. Your own personal flavor of crazy.
 

TLDR; The Quick Tips

  1. Divide your users into appropriate buckets
  2. Make the purpose of your site centered around an action (sign-up, train online, clean & jerk a volkswagon)
  3. Be direct and clear about what you are offering (Volkswagen clean and jerk)
  4. People don’t buy programming, they buy a kick ass future version of themselves
  5. Layout your webpage like the majestic mountains of colorado, not the congested streets of Phuket (pun intended)
  6. Make your content good. Be authentic, human and rich with media (videos, pictures, testimonials, more videos)

 

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