How to Turn Website Visitors into Martial Arts Students

Understanding the Martial Arts Customer Journey

Before diving into specific tactics, it’s crucial to understand the journey a potential student takes before joining your school. Most prospective students don’t simply visit your website and sign up immediately. Instead, they go through several stages:

1. Awareness: They recognise they have a need or interest in martial arts training, whether for themselves or their children.
2. Research: They explore different options, comparing schools, styles, and offerings.
3. Consideration: They narrow down their choices, focusing on factors like location, schedule, price, and teaching style.
4. Decision: They make the final choice about which school to join.
5. Action: They take the step to contact your school, book a trial class, or sign up.

Your website needs to effectively address prospects at each stage of this journey. Someone in the research phase needs different information than someone who’s ready to make a decision. Understanding this journey will help you create a website that guides visitors through each stage, increasing the likelihood of conversion.

1. Know Your Audience

To effectively convert website visitors into students, you must first understand who they are and what they’re looking for. Martial arts schools typically attract various demographics, each with their own motivations and concerns.

Parents looking for classes for their children often prioritise safety, discipline, and confidence-building aspects of martial arts. They want to know their children will be in a safe, nurturing environment with qualified instructors who can serve as positive role models. Your website should address these concerns by highlighting your child safety policies, instructor qualifications, and success stories from other parents.

Adults seeking training for themselves might be motivated by fitness goals, self-defence skills, or personal development. They may worry about their fitness level, previous experience, or whether they’ll fit in with the school culture. Your content should reassure them that beginners are welcome and that classes can be adapted to different fitness levels.

Young professionals might be attracted to the stress-relieving benefits of martial arts and the opportunity to meet like-minded people. Your website can emphasise the community aspect of your school and how training can complement a busy professional lifestyle.

Seniors might be interested in gentle forms of martial arts for flexibility, balance, and social connection. Addressing age-specific concerns and showcasing older students in your imagery can help this demographic feel welcome.

By understanding the specific needs, motivations, and concerns of your target audience, you can create more effective messaging that resonates with potential students. Consider creating dedicated landing pages for different segments, such as “Martial Arts for Kids,” “Adult Classes,” or “Senior-Friendly Training,” each addressing the unique needs of that particular group. 

2. Create a Compelling Offer

Once you understand your audience, the next step is to create an irresistible offer that motivates website visitors to take action. In the martial arts industry, free trial classes have become the standard entry point for new students. However, to stand out from competitors, you need to make your offer more compelling.

Rather than simply offering a “free trial class,” consider creating a more structured and valuable introductory offer. For example, you might offer a “Two-Week Beginner Programme” that includes multiple classes, a free uniform, and an orientation session. This provides more value to the prospect and gives you more time to demonstrate the benefits of your training and build a relationship.

When presenting your offer, focus on the transformation your training provides rather than just the features. Instead of saying “Free karate class for beginners,” try “Experience the confidence boost of martial arts training with our free introductory session.” This emphasises the benefit (increased confidence) rather than just the feature (a free class).

Make sure your offer is prominently displayed on your website, particularly on the homepage and any landing pages. Use contrasting colours for call-to-action buttons to make them stand out, and consider adding a time limit to create urgency (“Limited spots available this month” or “Special offer ends Friday”).

Another effective approach is to offer different entry points for different commitment levels. Some visitors might be ready for a full membership, while others might prefer a low-commitment option to start. Consider offering tiered options such as a single trial class, a discounted introductory month, and a full membership package with incentives for signing up immediately.

Remember to clearly communicate the value of your offer. If your introductory package would normally cost £50 but you’re offering it for £20 or free, make sure to highlight the savings. People are more likely to take action when they perceive they’re getting exceptional value.

3. Optimise Your Website for Conversions

Your website’s design and structure play a crucial role in converting visitors into students. Even the most compelling offer won’t be effective if your website is difficult to navigate or doesn’t inspire trust. Here are key areas to focus on:

First impressions matter tremendously. Your homepage should immediately communicate what you offer and why visitors should choose your school. Use powerful imagery of students in action, clearly state your unique selling proposition, and ensure your primary call-to-action is visible without scrolling. The first 5-7 seconds of a website visit often determine whether someone stays or leaves, so make those seconds count.

Website speed is another critical factor. Research shows that 40% of visitors abandon websites that take more than three seconds to load. Optimise your images, minimise plugins, and consider upgrading your hosting if necessary to ensure your site loads quickly on both desktop and mobile devices.

Speaking of mobile, ensure your website is fully responsive. Many potential students will visit your site on their smartphones, and a poor mobile experience can drive them away. Test your site on various devices to ensure forms, buttons, and navigation work seamlessly across all screen sizes.

The structure of your website should guide visitors toward conversion. Use a clear navigation menu with logical categories such as “Classes,” “Schedule,” “Instructors,” and “Join Now.” Include calls-to-action on every page, not just the homepage, so visitors can easily take the next step regardless of where they are on your site.

Your website copy should be concise, benefit-focused, and written in a conversational tone. Avoid martial arts jargon that newcomers might not understand, and focus on how your training will improve students’ lives. Use headers and subheaders to break up text and make it more scannable for visitors who are likely to skim rather than read every word.

Incorporate social proof throughout your website to build credibility. This can include testimonials from current students, Google reviews, success stories, and any awards or certifications your school has received. Video testimonials are particularly powerful, as they feel more authentic than written ones. If you have any notable achievements, such as students who have earned black belts or competed successfully, showcase these as well.

Include a FAQ section addressing common concerns and objections. This can help overcome hesitations that might prevent someone from signing up. Questions might include “Do I need previous experience?”, “How fit do I need to be?”, “What should I wear to my first class?”, and “Is martial arts safe for children?”

4. Implement Effective Calls to Action

A call to action (CTA) is what prompts your website visitors to take the next step toward becoming a student. Effective CTAs can significantly increase your conversion rates, while weak or missing CTAs can leave visitors unsure of what to do next.

Your primary CTA should be clear, specific, and benefit-oriented. Instead of generic phrases like “Click Here” or “Learn More,” use action-oriented language that conveys value, such as “Start Your Free Trial,” “Claim Your Introductory Offer,” or “Book Your First Class Today.”

The design of your CTA buttons matters as well. Use contrasting colours that stand out from the rest of your page, make buttons large enough to be easily clicked on mobile devices, and leave plenty of white space around them to draw attention. A/B test different colours, sizes, and phrasings to see which performs best with your audience.

Strategic placement of CTAs throughout your website is essential. Include your primary CTA above the fold on your homepage so visitors don’t need to scroll to see it. Add CTAs at natural decision points throughout your site, such as after testimonials, at the end of class descriptions, and on your pricing page. Multiple CTAs throughout a page can be effective, but avoid overwhelming visitors with too many competing actions.

Consider using different CTAs for different stages of the customer journey. Someone just beginning their research might respond better to “Download Our Beginner’s Guide” than “Join Now,” while someone who has already explored several pages might be ready for “Book Your Free Trial.”

Create a sense of urgency with your CTAs when appropriate. Phrases like “Limited Spaces Available,” “Offer Ends Saturday,” or “Next Beginner’s Course Starts 15th September” can motivate visitors to act now rather than later. Just ensure any urgency is genuine rather than manufactured.

5. Simplify the Sign-Up Process

Once a visitor decides to take action, the last thing you want is a complicated sign-up process that causes them to abandon their inquiry. Each additional step or field in your forms can reduce completion rates, so simplicity is key.

For initial inquiries, keep your forms as short as possible, asking only for essential information like name, email, phone number, and perhaps one question about their specific interest or how they found you. You can gather more detailed information after they’ve made initial contact.

Make your forms mobile-friendly with large input fields and buttons that are easy to tap on smaller screens. Use clear labels for each field and consider adding helpful placeholder text that gives examples of what to enter.

Offer multiple contact options to accommodate different preferences. While some people are comfortable filling out a form, others might prefer to call, text, or use live chat. Make your phone number prominent on your site, and consider adding WhatsApp or Facebook Messenger as additional contact channels.

After someone submits a form, don’t leave them wondering what happens next. Show a clear confirmation message thanking them for their inquiry and explaining the next steps. For example: “Thanks for your interest in ABC Martial Arts! We’ve received your inquiry and will contact you within 24 hours to schedule your free trial class.”

Implement an automated follow-up system to maintain momentum. Send an immediate confirmation email reiterating the next steps and providing any information they might need before their first visit. Consider following up with a text message as well, as these have higher open rates than emails.

6. Leverage Social Proof and Testimonials

Few things are as persuasive as hearing from satisfied students who have already experienced the benefits of training at your school. Social proof in the form of testimonials, reviews, and success stories can significantly boost your conversion rates by building trust and credibility.

Collect and display testimonials that address different aspects of your school and cater to various segments of your audience. Parents might talk about the positive changes they’ve seen in their children’s behaviour or confidence, while adult students might focus on fitness improvements or the supportive community they’ve found.

Video testimonials are particularly powerful, as they allow visitors to see the genuine enthusiasm of your students. Short clips of students sharing their experiences can be more convincing than written testimonials alone. If possible, include before-and-after stories that highlight the transformation students have experienced through their training.

Don’t limit testimonials to a dedicated page that visitors might never see. Instead, strategically place relevant testimonials throughout your site. For example, include parent testimonials on your children’s programme page, fitness-related testimonials on your adult classes page, and competition success stories on your advanced training page.

In addition to testimonials, showcase any awards, certifications, or affiliations that demonstrate your credibility. If your instructors have notable achievements or credentials, highlight these as well. Membership in respected martial arts organisations or teaching certifications can help establish your expertise.

User-generated content can also serve as powerful social proof. Share photos and videos of your students in action, whether in classes, at gradings, or in competitions. This not only shows that you have an active, engaged student base but also helps potential students visualise themselves as part of your school.

Google reviews are another valuable form of social proof. Encourage satisfied students to leave reviews, and display your average rating on your website. Consider using a widget that automatically updates with your latest reviews to keep the content fresh and authentic.

7. Create Valuable Content to Build Trust

Content marketing can be a powerful tool for converting website visitors into students by establishing your expertise, addressing concerns, and building trust before someone ever sets foot in your school. By providing valuable information, you position yourself as an authority and begin building a relationship with potential students.

Blog posts or articles related to martial arts can attract visitors and keep them engaged with your site. Topics might include the benefits of martial arts for different age groups, explanations of different martial arts styles, training tips, or inspiring stories from the martial arts world. Make sure your content is well-written, informative, and relevant to your target audience.

Video content can be particularly effective for martial arts schools. Consider creating short videos showcasing techniques, explaining concepts, or giving virtual tours of your facility. “What to expect in your first class” videos can help ease the anxiety many new students feel about trying martial arts for the first time.

Downloadable resources like beginner’s guides, parent handbooks, or training logs can serve as valuable lead magnets. Offer these resources in exchange for an email address, allowing you to build your contact list while providing value to potential students.

Email newsletters can help nurture leads who aren’t ready to sign up immediately. Share training tips, school news, student success stories, and occasional special offers to keep your school top of mind. Personalise these communications based on the recipient’s interests or demographics when possible.

Educational content about the benefits of martial arts can help prospects sell themselves on the idea of training. Articles about how martial arts improves focus, builds confidence, or reduces stress can motivate readers to take action, especially when these benefits align with their personal goals.

Remember that all content should ultimately support conversion. Include relevant calls to action within your content, whether that’s inviting readers to book a trial class, download a resource, or contact you for more information.

8. Implement Effective Retargeting Strategies

Not all website visitors will convert on their first visit, regardless of how compelling your offer or well-designed your website. This is where retargeting comes in—reaching out to those who have shown interest but haven’t yet taken action.

Retargeting ads on platforms like Facebook, Instagram, and Google can remind visitors about your school after they’ve left your website. These ads can showcase your offer, highlight benefits, or address common objections that might have prevented them from signing up initially.

To set up retargeting, install the Facebook Pixel or Google Ads tag on your website. These tools track visitors and allow you to show them ads as they browse other websites or social media platforms. You can create different retargeting audiences based on which pages visitors viewed, how long they stayed, or whether they started but didn’t complete a sign-up form.

Email retargeting is another effective strategy. If you’ve collected a visitor’s email address through a lead magnet or newsletter sign-up, you can send a sequence of emails designed to nurture them toward booking a trial class. These emails might address common concerns, share student success stories, or offer a special incentive for trying a class.

Phone or SMS follow-up can be highly effective for leads who have submitted an inquiry but haven’t booked a trial. A personal call or text message shows that you value their interest and gives you an opportunity to answer any questions they might have. Many potential students appreciate this personal touch in an increasingly digital world.

Consider creating a multi-channel retargeting approach that combines ads, email, and personal outreach. This creates multiple touchpoints and increases the likelihood of conversion. Just be careful not to overwhelm prospects with too many communications, which could come across as pushy rather than helpful.

9. Track and Analyse Performance

To continually improve your website’s conversion rate, you need to track key metrics and use data to inform your decisions. Without proper tracking, you’re essentially operating in the dark, unable to determine which strategies are working and which need adjustment.

Google Analytics is an essential tool for tracking website performance. Set up goal tracking to monitor important actions like form submissions, trial class bookings, or clicks on your phone number. This allows you to see which pages and traffic sources are generating the most conversions.

In addition to Google Analytics, use your customer relationship management (CRM) system to track how leads progress from initial website visit to becoming students. This will help you identify any bottlenecks in your conversion process, such as leads who book trials but don’t show up, or those who attend a trial but don’t sign up for membership.

A/B testing involves creating two versions of a webpage or element and comparing their performance to see which generates more conversions. You might test different headlines, images, CTA button colours, or form lengths. Even small changes can sometimes lead to significant improvements in conversion rates.

Heat mapping tools like Hotjar or Crazy Egg can show you how visitors interact with your website. These tools create visual representations of where people click, how far they scroll, and which elements they interact with most. This information can help you optimise placement of important content and calls to action.

User feedback can provide valuable insights that analytics alone might miss. Consider adding a brief survey for website visitors asking what information they’re looking for or what questions they have. For those who book trials but don’t join, follow up to understand what factors influenced their decision.

Regular review of your data is essential. Set aside time each month to analyse your website’s performance, identify areas for improvement, and implement changes based on your findings. Over time, this process of continuous optimisation can lead to significant improvements in your conversion rate.

10. Streamline the Trial Class Experience

The transition from website visitor to trial class participant is a critical phase in the conversion process. Even with a perfectly optimised website, if the trial class experience doesn’t meet expectations, you’ll struggle to convert visitors into long-term students.

Before the trial, send detailed information about what to expect. This should include what to wear, what to bring, directions to your school, and parking information. Consider creating a short video walking them through what their first class will be like to ease any anxiety.

Make the check-in process as smooth as possible. Have a staff member ready to greet new students, help them complete any necessary paperwork, and introduce them to the instructor. A warm welcome can set the tone for the entire experience.

During the trial class, ensure instructors are aware of new students and provide appropriate attention without singling them out in a way that might cause embarrassment. The class should be challenging enough to be engaging but modified as needed for beginners to ensure a positive experience.

After the class, have a structured follow-up process. This might include a brief chat with the instructor, providing information about membership options, and scheduling a follow-up appointment if they’re not ready to commit immediately. Make sure they leave with something tangible, such as a welcome packet or special offer.

Implement a post-trial follow-up sequence for those who don’t sign up immediately. This might include an email asking for feedback on their experience, a text message with a limited-time offer, or a phone call to address any questions or concerns. Many potential students need multiple touchpoints before making a decision.

For those who do sign up after their trial, create an onboarding process that makes them feel welcome and supported as they begin their martial arts journey. This might include a welcome email sequence, an orientation session, or pairing them with a more experienced student who can help them navigate their first few weeks.

Conclusion

Converting website visitors into martial arts students requires a strategic approach that addresses each stage of the customer journey. By understanding your audience, creating compelling offers, optimising your website, and implementing effective follow-up systems, you can significantly increase your conversion rates and grow your martial arts school.

Remember that conversion is an ongoing process, not a one-time event. Continuously test, analyse, and refine your approach based on performance data and student feedback. What works for one demographic or location might not work for another, so be prepared to adapt your strategies as needed.

At NEST Management, we’ve helped countless martial arts schools transform their websites into powerful student acquisition tools. Our integrated system provides everything martial arts business owners need to manage prospects, automate communications, process payments, and track performance—all in one place. Our team understands the unique challenges and opportunities in the martial arts industry and can provide tailored solutions to help you attract and convert more students.