Martial Arts And Self-Defense

Your Website as Part of Your Martial Arts Marketing Plan   by Chuck Phillips

If you have studied martial arts marketing and have your own dojo you know that you need a dynamic and well-maintained website. With the array of software available today to design and maintain web pages, anyone can do this for themselves. If you are short on time and have the extra cash, hiring someone to administer your website for you is a very good idea.

Here are the top items that every dojo website should feature:

Home page – This is the first page that viewers will see and is the portal for marketing your martial arts school. If you don’t draw in potential students with this page, the rest of the website is worthless. You have only 7 seconds to grab someone’s attention and show them that your website is worth further inspection. Otherwise, they will click off it and go to the next one on the list.

This page also serves as a table of contents of sorts, directing the viewers to the information they seek.

Logo – Many people wrongly believe that the home page needs to feature the name of your dojo and the logo, big and bright. This is incorrect thinking. People do not care about your logo – they want to know, “What’s in it for me? – Why should I continue to read this web page?” Your school name and logo should be secondary to content that grabs the reader and holds their attention.

Testimonials – Testimonials are very important for one reason – anything anyone else says about you or your school is much more believable than that same thing said by you. Testimonials also show that you already have a roster of students and that these students are very happy with your school. Whenever possible choose testimonials that have a specific, targeted statement.

Class Description – A detailed class schedule isn’t necessary but having an overview of your classes is a good idea. Do you design classes specifically for women, men, or children? Maybe you adjust your curriculum for different age groups? By belt color or beginning, intermediate, and advanced? You can break down your different classes and highlight them on individual pages with targeted testimonials and or offers on each page.

Offer – Any marketing expert will tell you that martial arts marketing, like all marketing, must include an offer of some kind. A free trial class, a free dojo t-shirt or uniform with registration, etc. With an offer, you are preemptively showing the customer what you have to give.

Opt-in – The opt-in is a form that asks for the viewer’s name and contact information. Generally, the best way to get people to opt-in is to ask for only their first name and email ID. This gives them a relative sense of security and anonymity. The opt-in should have something attached to it like, “Get our free report on the top 10 reasons martial arts is better than any other activity for your child.”

Contact Us – It can be surprising how many business websites fail to prominently and simply detail their contact information. This should include a phone number and email address, as well as the street address for your dojo so people can do a drive-by.

About Us – This is all about you. You should write a conversational essay about your training, your journey through the martial arts, and your philosophy. Include your purpose for establishing your own school and what you want to see your students accomplish. This is the page that will provide the inspiration for students to join your dojo.

Almost every business has a website and most people searching the web will not bother calling you if all you have is a listing on a yellow pages or community site. Your martial arts marketing plan must include an active website that attracts new students.

About the Author

I am President of IMAMS where we provide education in Martial Arts Business management, school marketing, student retention and internal marketing.

To learn about the first and only No Membership Membership program in the Martial Arts Business Industry Click Here. PS It’s FREE!
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