As the saying goes, a picture is worth a thousand words. Whether or not that is true, the meaning is clear: Visuals are powerful and can be used to a business’ advantage.
“We try to utilize visuals on every page of our website for different reasons,” said Eric Conner, owner of CrossFit Reform in Rancho Santa Margarita, California.
By using photos, Conner said visitors to the website can get an idea of what CrossFit Reform does and if it will be a good fit for him or her. Often, people only spend seconds looking at a page, which is why having telling visuals to help potential members decide if they should visit can be of great use, he said.
Beyond photos however, CrossFit Reform has a virtual tour located on its website. Conner explained that soon after his Box opened, a photographer contracted out by Google stopped by his gym. When he offered his services free of charge, Conner agreed. “Everything is harder to do and visualize when you have never been there, and your perception is typically way off when you get there,” he said. “Having the virtual tour is just helpful to show what we have to offer the members.”
Conner said it also reduces the intimidation factor many potential members face in the journey to join a Box. “It has definitely benefitted us, mainly because people already feel this is their home even before they come in,” he said. “There is nothing better than someone that says they know all about your memberships, staff and such. The people that do their homework really want to be here.”
However, it does get tricky constantly updating the website. Conner said for CrossFit Reform they have their Instagram feed appear on the site. Not only is it important to him to keep the visuals up-to-date, but it is key that they also show the different levels of athletes and the Box’s community. Conner said they make an effort to have photos of everyone, from grandparents to soccer moms to competitive athletes.
Overall, the biggest advice Conner gave when it came to visuals on the website is to have a plan for how to display your message. “Be very clear and straightforward in what you want to get across for each page on the website,” he said. “They won’t read 90 percent of what is written, so if you can keep it concise it will be a benefit to you and them.”