We help pilates studios with their websites every day.

The Biggest Mistake Pilates Studios make with their website

As a web designer that works extensively with Pilates studio owners, I have a solid understanding of the Pilates business. One of the most common questions I get from studio owners whose websites are not delivering the results they want is "what is the biggest mistake that Pilates studios make with their website?".

Well. The mistake we make as pilates studios is that it's not all about us. It's about them!

I'm also a qualified Pilates instructor! So I get it! You spent hours researching what Pilates lineage you thought was the best. You invested hundreds of hours and thousands of dollars on a training program. Then you spent even more money on purchasing equipment and opening a studio!

It sort of becomes something that defines who we are. We almost use it to validate ourselves and validate our life choices. As Pilates teachers we love to say "I am X trained" or "I studied under X", or "I teach X Pilates" and "our studio is filled with X equipment". When one Pilates teachers is talking to another, those things can matter. But do they matter to your potential client?

How many clients have actually come into your studio and asked about what lineage did you study under? What brand of equipment do you use? Do you teach classical or contemporary Pilates? Or that even know that Joseph Pilates was a real person?

What is the biggest mistake that I see Pilates studio owners making with their websites? It's talking all about themselves and not talking about how they Help Their CLients and make their clients feel!

Pilates studio websites should articulate how they help their clients with their fitness goals and how they make their clients feel after a class. Whether that goal is to help someone get a flat belly, stand taller, rehab from an injury, or walk out of class feeling like they achieved something they didn't think possible.

You need to let them know you can help them do that!

Here are two great examples of content taken from Pilates studio homepages:

Let's look at the content from The Pilates Studio.

The Pilates Studio
"Joe Smith, the owner, and director of The Pilates Studio encountered the world of Pilates while working as a professional dancer in New York City in the 80’s and has been doing Pilates ever since. In 1992 Joe opened Applegate’s first Pilates Studio, The Pilates Studio in Applegate. Now with two to other studios in Auburn and Fresno Heights, The Pilates Studio has been changing bodies in Applegate for more than 20 years. Our studios feature the most up-to-date equipment and the environment is non-competitive, enabling you to find a true balance of mind and body. Fresh spring water is always available to keep you hydrated and refreshed."

Now let's compare this to content from Pilates for Me.

Pilates for Me Studio
"Our comprehensive Pilates program offers a state-of-the-art Pilates studio, private sessions with talented instructors, group Reformer classes and a full schedule of targeted Pilates Mat classes. If your goal is getting toned, our fun and effective Get Toned Mat class and Get Your Tone on Reformer class are for you. Get Your Posture On class is your class if you’d like to ease that back pain from sitting all day."

It's pretty easy to see that Joe Smith from the Pilates Studio has the "let me tell you about me" attitude. As a potential client reading this I'm left wondering how you are going to change my body and help me find true balance of mind and body. There is no "call to action" that explains how and why I should get started. The biggest issue with The Pilates Studio homepage statement is that it does not tell the client how he is going to help them besides enabling them to find true balance of mind and body in some way.

Compare this to the content found on the Pilates for Me Studio website. They let me know they have state of the art equipment and talented instructors but also provide a clear "call to action" by telling me what classes to take if I want to get toned and which classes if I want to work on my posture because I have lower back pain. This type of content lets me know what to expect when I sign up for one of their classes and why I should sign up for these classes!

When I help a studio owner create content for their website, I always ask the following questions:

  1. How does your service solve a need, a pain or make your clients feel good?
  2. What about your service matters to this person?
  3. What are the customer's concerns related to your service?
  4. What will your customers get by working with you? Why should they choose you?
  5. What do you do that’s different?
  6. What do people say about how your classes made them feel about themselves?

The answers to these questions help studio owners and instructors get out of the "let me tell you about me" mode and into the "let me tell you about how I can help you" frame of mind. That is why people come to you - so you can help them! Not so you can tell them all about yourself.

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

- Maya Angelou


If you feel like your pilates studio website is "all about you" instead of what your customer will achieve and feel from signing up for your Pilates classes, then contact me to see how I can help you change that and improve your Pilates website.