Copyright Fitness Pro Digital 2016

7 Tips to Improve Your Website’s Biography and Get More Leads

The biography is one of the most visited pages on a fitness website. Often underrated, it can be a highly efficient tool in making a great first impression, getting more leads and ultimately securing new clients via your personal trainer website. Here are seven top tips for honing your fitness marketing skills and writing the ultimate biography:

1. Know your target market

It is vital to define and understand the potential clients you are trying to attract. By knowing your target audience you can demonstrate an understanding of their goals and training requirements. This is important throughout your fitness website, but should also be fundamental to your biography so that it appeals to your target market. Establish what your niche is and tailor your biography towards people interested in this area. For example, are you focussed on traditional training regimes or do you have a speciality? What age range are your potential clients in? Do they lead an active lifestyle? What are their eating habits? By considering points like these you can shape your biography and address questions your target audience might have.

2. Pay attention to wording

You can get the same point across in a number of different ways, and it is crucial to select the right wording for your biography. While this section of your website is about you, your potential clients need to be able to relate to it and grasp exactly how you can help them. If you’re knowledgeable about nutrition, don’t just say that you’re an expert in this field. Instead, advise that you assist with all aspects of diet planning, including meals with friends and dining in restaurants. You might have a passion for running marathons. However, instead of simply stating this fact, you should say that you’ve helped two clients complete their first half marathons during the past year. If your target market is new mums, talk about your own experience as a mum – or as a dad who supported his partner during her postnatal trials and tribulations.

3. Always write in the first person

You’ll want your potential clients to consider you approachable and be able to relate to you. Therefore, always write your biography in the first person. This means writing ‘I helped a client’ rather than ‘he/she helped a client’ or ‘Joe Bloggs helped a client’. The aim of your biography is not only to describe your areas of expertise but to create a connection between you and your potential clients. You need to come across as a real person, so don’t be afraid to talk about your own struggles or inspirations.

4. Avoid jargon

Always use simple, straightforward language. If you think some people may not understand a word or phrase, don’t use it. Jargon and overly technical terms alienate your readers and can make them feel stupid. These website visitors will never convert into clients as they won’t want to spend time with a trainer who they feel will talk down to them.

5. Save your credentials for the end

Your qualifications may be your proudest achievements, however, be patient and only talk about them towards the end of your biography. After you’ve captured a reader’s interest with your stories of helping others and your relatable tone, your qualifications can be the icing on the cake.

6. Don’t leave your readers hanging

Having put so much effort into creating the perfect biography, don’t waste the opportunity. Give your potential clients somewhere to go once they have finished reading. This could be a contact form or a ‘book now’ button. You could also consider including a link to a free guide you’ve written or a link to another page on your website.

7. Edit, edit, edit!

Your biography needs to be concise. This means it should contain all the essential information a potential client needs like your name, contact details, specialisms, services, qualifications and professional memberships. It also needs to have a friendly tone and include the points above that humanise your text. Yet it should not be too long or wordy. Website visitors have a short attention span, so you must get your points across as succinctly as possible. Edit your biography again and again to remove all unnecessary words and sentences. The leaner your biography, the more effective it will be.

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