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How This Bar Napkin Holds The Secret To Attracting The Right Leads And...Converting Them From Prospect To Full-Time Student
Dear Martial Arts Friend,
Let me guess… not what you expected from a company promoting martial arts websites… right?
Aren’t we supposed to have the flashy images (stock of course, not even ours), the pop up ‘buy now’ buttons surrounded by the perfect buzzwords, telling (or shouting) how great our martial arts websites are?
Although that might be the norm amongst other website design agencies, none of the above will have as big an impact as the value of the dirty napkin.
There’s one thing that is way more important than pretty pictures and fancy pop-ups and it is something you need to know, and fast!
It is this one missing piece of the puzzle in your current website is costing you money with minimal return, and why you’re at risk of losing every cent you’re paying month in, month out for your martial arts website. (more on this later)
Yes, your website needs to be:
- Intuitive and user-friendly so prospective leads and customers can navigate the site with ease
- Aesthetically pleasing and easy on the eye so key points and features stand out
- SEO friendly to enable your target market to find it on Google
- Developed professionally so it works quickly on the back end to give users what they want immediately
- Mobile and tablet responsive for on-the-go researching
Yet there is the one thing 99% Web Developers will never share with you. Whether it’s out of pure ignorance or blatant lying and I think it’s time you learned the truth.
They of course will disagree, but you see the biggest problem with Web Developers is they’re simply the wrong person for the job.
You think a new website will bring in new business, so you call in an expert web developer. But what you’re actually doing is relying on a Tech person to solve a marketing problem.
Marketing and Web Development requires completely different skills sets and it is
rare that one can do both.
The tech guy wants to beef up the gadgets, the graphic guy wants his flash logo and the pretty pictures.
How do I know this? Because I was the tech guy myself.
Let me quickly share my story.
Before I started helping some of the top martial arts schools around the world generate hundreds of quality leads to grow and scale their business and generate a huge ROI, I was a computer programmer. I tech nerd, I knew that working in I.T. was something I wanted to do, however it ain’t the most exciting of jobs as you can imagine.
Pretty soon I got bored (shock, horror) so started selling computers to classmates and then started to promote my new business to make some real cash. The marketing bug was born.
To cut a long story short, a decade or so later, online retail absolutely sky-rocketed and my sales job took me back online. I finally felt that my programming background had more purpose, a strong backbone to deliver a marketing proposition.
As a martial arts parent and student, I was approached to help martial arts school owners with their online marketing and the first question I always ask is to have a look at the website (so I can implement the appropriate marketing strategies. I only developed my own websites and had no desire whatsoever to develop anyone else’s) and that’s always the conversation killer.
The website after all is the virtual salesman. Without it converting visitors into prospects and prospects into students, makes marketing hard… and VERY expensive!
There was one conversation in particular that hit me like a bullet. This one conversation that made me realise that school owners need help and fast!
It is safe to say that many martial arts business owners are martial artists who decided to turn their passion into their career. Suddenly you go from Sensei to Marketer, H.R. General Manager and Accountant and when that happens, you scramble around and take advice and help from as many people as possible.
So there I was, sat as a Marketer with a web developer and the school owner and the conversation was based 100% on the back-end development of the website and how great it was going to look. The owner was clearly captivated while I sat there thinking “when is this guy going to get to the really important stuff. The number 1 thing that is going to grow this business?”
Needless to say, he didn’t. He never mentioned the one thing that will Attract new leads, Increase conversions, Retain current students and boost profits. He never mentioned the one thing that will bring in a phenomenal ROI and position the company as experts in their field.
It was that one conversation that was the tipping point. At this point I had only been developing websites internally, but when I realised the level of expertise or lack thereof, what was being shared to small struggling businesses. And because I was doing the marketing, I could not ethically take on clients knowing that their hard earned marketing dollars would literally be flushed down the drain as they waste money on non-converting website.
That’s why, I decided to take matters into my own hands. I felt I had no choice but to intervene and so made the decision to start developing and selling websites externally.
As a martial arts school owner, you might be tempted to save $$$ on the front end by paying $500 for a website created by your favourite student, but there’s a bigger opportunity cost that comes with that...loss of business.
Don’t believe me? Let’s do the math:
What’s a student worth:
It all comes down to conversion. We simply cannot provide traffic if there’s a conversion problem.
When you are responsible for sending traffic to websites, you quickly learn what doesn’t work and what does work.
Controversially, we start from the bottom up or in reverse and is the process we take when we create websites for school owners like yourself.
We follow the 3 C’s (Core Conversion Concepts) that have to be met to deliver a high converting website
Strategy - What marketing are you currently doing (if any) and where are the gaps?
Copy - The message to market match
Design - Intuitive, user friendly and pleasing to the eye while supporting the message (NOT the other way round)
These are 3 diverse skills that’s almost impossible for one human to possess.
Anyway, let’s get back to that one missing piece of the puzzle….
The one thing your martial arts website needs above all else to ensure success…
That one thing that 99% of that Web Developers will never delve into in any real detail…
The Most important of all is….
And this brings us to the dirty napkin.
Imagine you bumped into your celebrity hall-pass in a bar - that one and only crush you’ll say yes too - and they wrote their number on a dirty napkin for you.
It is there, scrawled in red ink and the decision is yours. A whole series of thoughts are running through your head; should I? shouldn’t I? what if? But I bet one thought won’t be ...I wish their number was on a fancy business card instead.
That’s because the message is what you’re after. The same “dirty napkin theory” as we’ve named it, applies to your website.
It is the message that is going to get people excited about your martial arts school. It is the content that speaks to the individual, the value driven benefits, your core values and your USP that is going to make a prospective customer say, "Wow. I want this. I need this. How do I get a hold of these people? I must get in touch. I have to be part of this."
In short, it is what you say to them that is more important than how it is presented and a pretty photo will never deliver a result better than a strongly written message.
Yet unfortunately there are too many web design and marketing agencies selling websites on how it LOOKS instead of what it DOES.
This is because you’ve got Developers thinking they know what a customer wants. They may well do from a technical and delivery standpoint, but who handles the marketing?
Is the strategy (if any) based on the latest design trend copied from other clueless non-marketing tech guys, or is it based on a marketing strategy developed to attract the right students for YOU?
It’s about conversations and salesmanship. It’s about delivering a convincing message that persuades people of your values and your integrity and how you can solve their problem...the problem that can only be solved through martial arts at your school. We look at the ‘How’ not the ‘What’.
And while we’ve talked about importance of content, it does not stand alone. The fact is that content is nothing without strategy. The strategy that’s going to sway someone from standing on the sidelines watching opportunities go by, to actually completing an online inquiry, or purchasing a paid trial from you. And getting themselves or their child on the mat.
The amount of strategic work that goes into creating a website to help you generate and convert leads is hefty and takes a great deal of time and know-how. That’s where we come in.
Our process is different and our goal is to help you long term. We have a team of experts in their field and this is why we are different and why our websites are proven to work time and time again. From professional copywriters and web developers, to SEO experts and strategists, with us, each website will include as standard:
- Professionally written copy - persuasive, psychological, informative
- Design expertise - aesthetic, intuitive, user-friendly, purposeful
- SEO Ready - Increase visibility and get your brand noticed
- Mobile and tablet responsive - designed for all screen sizes
- Analysed and evaluated - split-tested to ensure the best outcomes
- One-off payment - you OWN the site once it’s complete
As well as high-converting, content rich, value-driven websites, we also give you a sales page to deliver hundreds of paid trial leads straight to your door.
To be brutally honest, let me answer the question that has been on your lips this whole time “okay that’s all very well, but exactly how much will it cost me”
On face value we’re not the cheapest, BUT you own your website.The problem with modern day martial arts website companies is they lure you in with a cheap monthly subscription.
What you’re not told is that you don’t OWN THIS WEBSITE.
What happens when you stop paying? Can you take your website with you? No you can’t. You might own your domain name, but all that valuable SEO work that’s been done over the years is gone in a flash.
And what’s worse is when you run the numbers, you’re paying an arm and a leg for a website that you NEVER own.
Let me break it down for you. You pay:
$400 subscription per/month =
$4,800 per year =
$24,000 over 5 years. AND YOU STILL DON’T OWN IT.
If you’ve got $24,000 to spend, wouldn't it be better if you spent $4k on a website (which is yours to own and keep forever) and spend the remaining $20k on marketing and growing your business? Now that’s going to get you a LOT of students!!
We can only help a handful of school owners. And we work on a first come first serve basis
Custom, Branded, High Performance, Websites & Landing Pages
Unlimited Design Revisions Until Approved
Custom, Branded, High Performance, Websites & Landing Pages
Unlimited Design Revisions
Once you complete the application for a quote, we will get back to you to setup a 10 minute audit call to see if we’re a match.