Turn Your Website into a Lead Driving Machine


Having a website is a virtual prerequisite to starting a business. In the CrossFit industry specifically, you don’t just need a website: you have to have one that attracts new prospects and sets you apart from the competition in your area.

In most cases, this is easier said than done. Which is actually good news for the savvy Affiliate owner because if it was easy, everyone would do it.

Savvy Affiliate owners recognize a website is more than just a pretty showcase for their gym. It is a sales person that is working 24/7 365 days a year to help bring in new prospects and retain existing members.

Here’s how to turn your website into a lead-driving machine:

Make Your Site Look Great on any Device

Building a website has never been easier or cheaper for DIY enthusiasts. There is a slew of drag-and-drop editors that even non-techies can use to build a functional website. However, if your goal is to maximize your website as a lead-driver, you should consider reaching out to website professionals.

Professional website developers will not only save you time and headaches, but they will also be able to build a website that looks great on desktops, tablets and mobile devices. This is very important because more than half of traffic to most CrossFit websites come from potential members searching with their smartphone.

Embed Lead Forms on Your Site

Having your phone number or email address on your site is not going to bring prospects to your Box. At least, not in the numbers you’d like. The best way to generate new prospects is embeddable lead forms that gather new athlete information.

When it comes to embedding forms on your site, there are a few best practices to keep in mind. The first is to keep it brief; the amount of submissions you receive will go down with each field you add. Keep it to the essentials: name, phone and email should set you up for success. A second consideration for forms would be to offer an incentive to get prospects to fill it out. Options could be 10 percent off a beginner’s class, an ebook or discounts on swag.

Get Found

The fitness industry is insanely competitive. In some metros you could have new competitors cropping up weekly. So how do you make sure your website is visible to prospects searching online?

The answer is a relatively new and esoteric field called local search engine optimization or local SEO. SEO in the broader sense has been around since search engines first sprung into existence. However, within the past few years, local SEO has become its own field with its own set of rules and tactics you need to follow to climb the ranks.

If you don’t have experience with local SEO,  you should consider hiring experts to help. If you opt for a professional service to build your website, often times they will be able to manage local SEO for you as well.

If you do opt for the DIY route, here are a few things to keep in mind:

  • Get in as many online directories (Yelp, Citysearch, Yellowpages) as possible and make sure your information in there is exact and consistent.
  • Claim and optimize your Google My Business listing. Provide a solid description, answer any questions and using high quality photos.
  • Reviews, reviews, reviews. Ask your existing members to leave positive reviews on your Google My Business listing, Yelp, Facebook and any other review sites they can find.

Try out Some Digital Advertising

Digital or pay-per-click (PPC) advertising can be a tricky proposition for CrossFit owners. On the one hand, if you don’t know what you’re doing, you can be throwing money into a black hole. On the other hand, if you – or professionals you work with – do it right, it can be a veritable treasure trove of leads.

The most popular places to run PPC ads is either on Google AdWords or on Facebook. Google AdWords can get a little pricey, which is why most Affiliate owners will find Facebook provides a bigger bang for your buck. When it comes to Facebook ads, you want to make sure you are running actual ads as opposed to boosted posts. You also want to make sure you are linking to a lead-driving page on your website.

Once again, bringing in experts to handle your PPC advertising is something that can pay off in spades.

Bringing it all Together

If you follow the steps outlined above, you should be well on your way to generating more leads for your Box. It can be tempting to skimp on your website, but if you don’t optimize for lead generation, you can be leaving thousands of dollars on the table.


By Zen Planner. For a full and complete guide diving into these strategies, download your free copy of our guide, “10 THINGS YOUR AFFILIATE GYM WEBSITE MUST HAVE.”