Martial Arts Professional Magazine

In my March 2008 column, I covered the various reasons why every martial arts school should have a Web site as part of its marketing plan. I also emphasized that your school’s Web site has two main purposes: to increase new business and to retain and extend the training of current students. Much like how the introductory conference differs from the renewal conference.

In this month’s column, I would like to focus on how to lay the groundwork for a successful prospecting site, one with the sole purpose of bringing you more business. To do this, you will have to wear two hats: the school owner hat and the Internet marketer hat.

First, determine your target market. If 90% of your students are children and you have no interest in teaching adults, then you should develop a one-page Web site with a message aimed at the parents of the children you want to attract to your school. If you have a good mix of children and adults, then your Web site should contain two main pages that target both groups and build on the strengths of the different programs. Stay away from one page that fits all.

Once you have determined your target market and how many pages you will need to spread your message, you will then need to gather the contents for those pages. You will want to include a letter from you that details the benefits of your program, what students can expect to gain from it and why you are different than other martial arts schools. You already present this information in your introductory classes and conferences, so all you need to do is commit that information to paper. Write compelling copy that creates urgency and motivates the reader to take action, either to use the phone or your Web site to make an appointment.

In addition to a powerful letter, you will want to include testimonials from parents about the benefits their children have gained at your school; gather similar testimonials from adult students, if you teach that age group. Don’t ask for random testimonials; make sure your questions are based on the points you want to promote in your letter. For example, on the children’s Web site page, if your message strongly touts how your program is built on character development, such as self-discipline and self-respect, then the testimonials you gather should reflect the success students have experienced in these areas. Parents of prospective students prob-ably don’t care that Johnny or Mary has developed a great side kick. These testimonials carry more weight when they include a picture of the students and/or their parents, so make sure to col-lect those, as well. A digital video camera is a handy tool to record testimonials, which are very compelling on a Web site.Besides the testimonials and respective pictures, make sure you include pictures of your students in class. In the children’s section, pictures of groups of kids, bowing, standing at attention or inter-acting with an instructor are very powerful. You should be trying to create a familiarity between the prospect and you. In the adult section, you can include pictures that reflect fun, camaraderie and the benefits of a good workout.

You will want to consider including some mixed media. Either audio or video clips of yourself or your school that is relevant to the site. These clips should be short and to the point, geared to generate excitement and urgency throughout the site.

Now that you can bring your messages, testimonials and images to the Internet, prospects become excited and want to make appointments. Make sure the appointment making process is easy to do. Your phone number should appear throughout the site in bold and larger text than the rest of the content. There should also be a Web form at the beginning and the end of the Web page, so prospects can provide their information. Finally, you might consider a registration form, so prospects can register for appoint-ments online.

In conclusion, once you decide on a target market, make sure you draft a compelling message that promotes the benefits of your school and motivates prospects to make appointments. Support this message with testimonials and photographs and audio and video clips. Finally, present your contact information throughout your Web site, so it is easy for prospects to contact you.