MembersFirst

321 Commonwealth Road

Wayland, MA 01778

USA

Website:

https://www.membersfirst.com

Phone:(508) 653-3399

Toll Free:(866) 636-3477

Fax:(508) 653-7444

Website Design

Leading interactive design agencies reveal what makes a website successful. What Web Companies Can DoSome fitness centers look to take advantage of template website design options. HealthClubSites (www.healthclubsites.com) is a turnkey website solution for health and fitness business owners. "We have created a web-based system that allows the club owner the ability to create a full featured website, complete with content, in less than 10 minutes," says Glenn Steers, president of HealthClubSites. After the set-up process is completed, the facility can edit text, upload photos and add class schedules. The HealthClubSites website management system also includes an email management module, lead collection tool, online calendar, schedules, and a host of other website and marketing tools.Steers says the company offers unlimited free website consultation to its clients. "Our system is ... easily managed, so we have a very low incident of customer support inquiries," he says. HealthClubSites also offers free marketing and usage consultation to customers.The first step at MembersFirst, provider of interactive websites, Member Relationship Management (MRM) software and outsourced Communication Management Services, is the discovery meeting to identify a fitness center's needs, which it has done for its more than 500 clients throughout the United States. The company's flagship MRM software product is an integrated application comprised of a suite of tools that enable the development and management of interactive websites and online communications.Determining ObjectivesIntrannuity typically advises its clients to be aware of three main objectives: new member sales, providing information to existing customers and providing services that allow customers to perform certain tasks. Trawick says each objective entails different information needs. For instance, the website should lead prospects through a tour -- designed to motivate a prospect to action -- while existing members need quick access to information like hours, phone numbers and class schedules. "Historically, the missing part has been the ability to provide tools that actually allow members to 'self-service' in real time," Trawick says. Self-service is critical for things like reviewing account balances/making payments, purchasing additional services or reviewing usage history. "Customers are now demanding 24/7 access to information, and clubs should do a much better job at meeting these requirements," says Trawick.Trawick also recommends that fitness centers be cognizant of their overall marketing strategy when developing their websites: "A web presence must support and reinforce the larger marketing effort." He adds that this is especially the case in small or secondary markets, where a web-only effort cannot be relied on to drum up sufficient business.Common Features"The most important page on any website is the contact information page," says Steers. The next most sought-after pages on a fitness center's website are those giving information about programs, services, facilities and schedules. He says it is also recommended to outline your staff's qualifications and show pictures of the facility. Daily class schedules and monthly calendars merit inclusion, and they provide an added benefit of reducing the burden for staff of having to handle phone calls. Steers says many fitness centers also offer fit tips and healthy recipes as a service to their members."Probably the best way to get members to visit your site often is to implement a 'Member of the Month' page," says Steers. Many fitness centers also offer a monthly contest, and the winner receives a page on the website with their bio and picture, plus free dinner passes (due to a partnership with a local restaurant), or other free products, possibly a free month of membership, a free personal training session (which could lead them to buy a package) or a free group exercise class (if you charge).Sales WorkhorseHealthClubSites offers a "prospect pop-up" that collects prospects' full name, email and phone number on their first visit to the website. If they have pop-ups blocked, the contact page gives them an opportunity to inquire about the fitness center's services. Either of these tools records the information to the facility's contact database, and sends pre-programmed email "auto-responders" to the client and to the fitness center manager. Within the site's administration area, fitness staff can manage leads and send email blasts. A "free trial coupon" builder is also included.At www.curves.com, the public website, sales leads are driven by encouraging users to find the Curves closest to them. There is an extensive franchisee database that provides phone numbers and addresses for each location. Searches and phone calls are tracked. At www.curvesinformation.com, the site serves as the "hard-core" lead acquisition micro site, and is tied into online advertising efforts. Also, banner ads drive users to the lead micro site, which is optimized to encourage users to fill out a form for a "free tour" or "complimentary fitness plan." Then, Curves' online advertising efforts are measured on a cost-per-acquisition goal.Web StatsHealthClubSites' administrative area has a website statistics counter that allows you to measure traffic to your website, says Steers. This is especially helpful to determine the success of an advertising campaign. So, if coupons are used on your website, you will see if they work because they will be brought in for redemption. Likewise, if your website collects sales leads, you should be seeing new inquiries every day, says Steers. Make sure your sales force gets these leads quickly, and then hold them accountable for contacting these prospects and following through the same day.Fitness center management can expect their gathered website intelligence to aid in the development of marketing strategies. "If properly done, a club should be able to understand the ratio of prospects versus existing members that are using the site," says Trawick. Management should understand how users move through the site, and what areas draw the most interest. They should also know the full range of technical options used, such as browsers and operating systems. This is critical, as many new web features do not work for older browsers. He adds that a fitness center should also have the ability to get feedback on their facilities and programs.Content ResponsibilitiesThe role of the fitness center in managing and updating website content depends on the site's complexity, says Trawick. For example, Intrannuity provides real-time management capabilities for things like updating class schedules, facility information and event registration. Sophisticated fitness centers use these features so that updates do not require changes in programming and/or design. For more simple sites, information is usually updated through the design company on an as-needed basis. "Maintenance is the true 'hidden' cost of having a web presence," Trawick says.HealthClubSites' website management system is geared toward simplicity so that fitness centers can manage and update their websites themselves, at any time, without any prior programming experience. In addition, Steers says that a good communication system is needed. Someone needs to be responsive to emails or submission forms that are being sent daily. Your email auto-responders and online coupons need to be kept current so that the specials they advertise are still in effect. It's also advised to include a current and functional class schedule and calendar of events.Communicating BrandSteers emphasizes the importance of branding: "It's important to have strong corporate branding, even if you just have one club." A strong, effective logo says that you're successful and projects your corporate confidence. Look at large corporations such as IBM, Microsoft and AOL. "The larger the company, the simpler and cleaner the corporate branding is," says Steers. Your company's branding should feature prominently on your facility, your website, your stationery, your staff's attire, etc.Brand also comes through the choice of advertising used on the site. At the beginning of September, the NYHRC website homepage posted an advertisement called "Make a Splash!" introducing a special offer for the chain's new East Village facility. Site visitors could click on the ad and then submit their details.Presentation"The best advice I can give is to use the K.I.S.S. principle: Keep It Simple, Sweetheart," says Steers. The biggest mistake made today in many websites is that they try to do too much. The more "junk" you put on your website, the less likely the information of value to a particular customer will be found. Make sure you are clear in your communications. Ask a friend or colleague to proofread your work, and see if they can understand what you're trying to say.The initial draft of text for the website should be written by facility management to capture the spirit of the brand and marketing. Trawick recommends that a professional copyeditor review all text, and make grammar corrections. He also urges people to check that all images used on the website are fully licensed and not just copied from other places. He further warns fitness centers to avoid websites that are created using "cookie-cutter templates; a club loses a lot if their site looks and feels just like their competitor's site," he says.* Ability to collect, analyze and determine the effectiveness of membership campaigns and other initiatives

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