Club Insider

Are Your Web Leads Falling Through the Cracks?

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Casey ConradCasey Conrad

Every club operator I talk with believes the Internet is an important part of how they should be finding more prospects and selling more memberships. Unfortunately, most operators are unknowingly letting hundreds or thousands of eLeads fall through the cracks (an "eLead" is any lead you obtain through using the Internet). This article will outline several of the biggest mistakes club operators are making with attracting and capturing web leads into membership sales.

Attracting Visitors

Getting eLeads requires that people somehow reach you on the Internet. Although there are many different ways in which that can happen, this article will focus on situations where people are visiting your website.

There are two primary types of visitors to your clubs' site: (1) those that are actually looking for your business and (2) those who find you through an Internet search. There are often significant differences in what each of these visitors are looking for on your site. Not providing the right information can dramatically decrease the success of turning a visitor into a prospect. Let me explain.

Obviously, someone who was looking for your specific health club knew you existed. Maybe they saw an ad, drove by the club or heard about your club from a friend. Regardless of how they know about your business, this prospect often has a different "sales" frame of mind than someone who is unaware of your business.

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