What is your competitive advantage?
Why Should I choose to train at your Crossfit affiliate?
Whether your competition is traditional gyms or other Crossfit Affiliates, one reason (and I would argue the most important reason) to choose your affiliate it…wait for it…YOU!
Crossfit is not your competitive advantage, bumper plates are not your competitive advantage, and the gritty feel of your box is not your competitive advantage.
You and your coaches are the biggest reason for why your box is going to be successful or not. So, how do we use that to attract clients to your box?
For this post, I am going to focus on the About Us section. The primary purpose of the about us section is make people feel comfortable with the people they are ultimately going to put their trust in.
Most affiliate websites that I see do a sufficient job at fulfilling the ‘trust indicators’ with a picture of the coaches in their branded golf shirts with a list of certifications and qualifications next to their name. While there is nothing wrong with this, their about us page looks like 1000’s of other gyms and personal trainers. There is nothing that conveys the personality of your coaches (and indirectly the personality of your box); nothing that sets you apart.
I stumbled upon Brute Fitness’ About Us Page. It immediately communicated:
- The personality of the coaches and their Crossfit affiliate
- An inviting and fun atmosphere
- A unique brand that differentiates itself in a crowded marketplace
I can guarantee you that there are potential clients that visited your site today that are interested, but are too intimidated to make that first contact. Brute’s page does a fantastic job getting rid of that barrier with 3 little pictures. It’s a great example of a picture being worth 1000 words.
What does your About Us page to convey to visitors? And, is it consistent with your brand.
If not, have a little fun with your About Us page. Make sure it conveys your personality as you are the differentiator. If you have other examples of creative approaches to the about us section, send them along.
While you are here: