Maximize the ROI of your website by learning the reasons why this sort of approach to web design is important.
If you set it and forget it, you may live to regret it. You continue to make improvements to your health club right? Why is that? You want to supply the demand of your members, or improve the hygene of the space. Your website should be no different. Your website visitors grow as your website continues to age; in our world at Delight Science we look to grow with our client's website visitors.
There are so many elements of a website that can always be improved, but let's focus on one. Let's say you have a form set up on a landing page (used to generate leads). It could have a descriptive title, all of the form fields your marketing and sales teams agreed upon, and an eye-catching button to submit the form. But what if some of the fields, or the way their presented, are creating friction, or confusion? The only way to know is to analyze, test, and repeat.
The more you optimize the more opportunities you can uncover, and vice versa.
We eluded to this in the last section: your users are constantly evolving in terms of how they interact with literally all forms of technology.
From an SEO perspective, users are now asking their phones questions versus stringing together a mishmosh of words. With the explosion of mobile and social media, users are a lot more likely to scroll, versus the obsession to keep all important information "above the fold" (what you see on a web page before you start scrolling).
If you consistently keep an eye on your analytics you'll begin to understand what is working or not. From there you can continue to test and optimize.
In the hyper-competitive landscape gyms and health clubs are in, it's important to do anything you can to set your website up to drive more membership sales. Although website designs can be expensive it would become more and more of a bad investment if you aren't actively working to give your website everything it needs to be a success.