Online coaching offers a range of difficult marketing and branding challenges. Perhaps the most problematic of these is that the internet is an inherently impersonal environment from which to try and market oneself. Knowing this, online coaches must present themselves in ways that are unfamiliar to many online marketing firms or to less experienced WordPress website development teams.
Seeking help, owner Richard Haynes approached NGNG with the marketing challenges he was facing as an online fitness trainer for seniors. It quickly became clear that the website for Total Joint Fitness did not present him in a way that would enable potential clients to feel comfortable working with someone they had never met face-to-face.
Beyond this problem was the fact that his target audience tends to be naturally skeptical of both the internet and anyone who tries to sell them just about anything!
Our goal then was to present Richard in a way that made him seem approachable and helpful to seniors, as well as knowledgeable, supportive, and trustworthy, even though he might be thousands of miles from his clients and would only ever “meet” them via the internet.
A Marketing Strategy that Personalizes Online Coaching Services
Before NGNG refreshed the Total Joint Fitness website, the message lacked a human touch.
Thanks to the work of our design team, the new website appears much warmer and more appealing, offering a far more human look and feel. Gone is the cold and dispassionate black-and-white presentation style that had dominated the site. Instead, images of Richard surrounded in shades of blue make for a more comfortable impression.
This was our way of helping him overcome an overly simple design, which is quite common among emerging entrepreneurs. While the words used are always important, the feel of the site now matches the sense of concern for the welfare of his clients that Richard is known for. Consistency of messaging and brand are hallmarks of the website design principles we promote at NGNG.
New Branding Strategy Humanizes Online Fitness Coach for Seniors
After NGNG redesigned and refreshed the Total Joint Fitness website, the branding message is much warmer.
Now, visitors to the Total Joint Fitness website meet a professional fitness coach working in a professional environment, and the message Richard offers appeals directly to the pain points of his potential clients. Next, with a video presented “above the fold” on his Home Page, that message becomes personal, with his audience having a chance to “meet” and get to know him more intimately.
The website is now far from impersonal. Instead, Richard’s personality and commitment to helping seniors live a healthier lifestyle are fully on display – just as they should be.
That personality and commitment are reflected on many of the pages on the Total Joint Fitness website.
Behind the Scenes Support and SEO Services
By offering website SEO along with our custom branding and redesign of his website, Richard is able to reach his target audience more accurately. His new email service and redesigned opt-in eBook will enable him to build his list as well.
Add to that the new warmer, more professional look of the website we designed and built for him, and Richard is one happy online fitness coach.
We were hired specifically for:
- WordPress Website Custom Branded Website Redesign
- Website SEO (Search Engine Optimization)
- MailChimp Setup for Email List Building
- eBook Cover Design
Meet Richard Haynes, Founder of Total Joint Fitness, LLC
A senior now himself, Richard has been a physical therapist and fitness coach for more than 20 years. Thanks to the vagaries of life, accidents, and aging, he is intimately familiar with the physical, nutritional, and psychological needs of seniors. From rehabilitation to fitness training, he helps seniors recover from surgery and get into great shape for a longer, healthier life.
“Having undergone a total knee replacement myself in 1999, I understand the importance of the physical rehabilitation process and how important it is to not only continue to keep yourself in good physical condition after surgery, but to look for ways to increase your physical fitness and exceed all your previous boundaries both physically and mentally.”
Certified by the American Council on Exercise, Richard lives in Florida but is happy to work with seniors from around the world, using the awesome reach and power of the internet to offer his online personal trainer services.
Download our complete service menu below for pricing or contact Amber for a complimentary 30-min call to discuss your project. We hope to hear from you!