The success of your fitness or wellness business depends on you bringing in the right customers—those who are most likely to engage with your services and become loyal clients. However, identifying your ideal clients and turning their interest into lasting relationships isn’t always straightforward. This blog will break down what leads and prospects are, how to define your ideal customer, and three proven strategies to attract and convert them.
Whether your goal is to fill classes, grow memberships, or boost client retention, these insights will help you connect with the people who need your services most.
Defining leads and prospects
Before you can attract and convert new clients, it’s important to understand who they are. A lead or prospect is someone who has shown interest in your business but hasn’t yet made a purchase or booked a service. This interest can take many forms, such as:
- Providing contact information through an ad, landing page, or lead magnet
- Creating a profile in your software but not completing a purchase
- Signing up for your newsletter to receive updates and promotions
- Attending an event where they engaged with your brand in person
Although these potential clients have taken the first step, they may still need nurturing before they commit. Understanding where they are in the decision-making process allows you to tailor your marketing efforts and guide them closer to becoming loyal clients.
Who are your ideal customers?
Not everyone who shows interest in your business is the right fit for your services. To attract the right people, you need to identify your ideal client—the people who will benefit most from what you offer and are most likely to become loyal members.
To begin, ask yourself what problems your clients need solved, or which issues your services can address. For instance, if you own a yoga studio that specializes in lower back care, your ideal clients might be individuals dealing with chronic pain or those recovering from an injury. Alternatively, if your spa offers anti-aging treatments, your target clients may be focused on reducing wrinkles or improving their skin texture.
When you clearly define your ideal client and their needs, you can customize your marketing efforts to attract individuals who are actively seeking the solutions you offer. This approach ensures that your outreach resonates with the right audience, making it easier to convert leads into long-term clients.
3 ways to attract and convert your ideal customer
Once you’ve identified who your ideal client is, the next step is to figure out how to get them in the door and convert them into loyal customers. Here are three effective strategies to attract and convert new clients.
1. Create a compelling intro offer
An introductory offer is an irresistible, one-time pricing option designed to encourage new clients to try your service or product before committing. When priced and packaged correctly, it attracts the right customers, provides a valuable first experience, and increases the likelihood of long-term commitment.
50-60% of first-time clients typically visit using an intro offer. If you're hitting this benchmark, your marketing and packaging are effective. By offering a discounted price upfront while showcasing the full value of your services, a strong intro offer sets the stage for clients to return at full price.
How to price an intro offer
- Take your main membership or service and offer a trial option that’s 50% of the main membership or upsell (e.g., 6 classes for $60 over 30 days)
- Ensure it aligns with your optimal service cadence (e.g., if you recommend clients attend class 3x per week, the offer should accommodate that)
- For wellness, spa, or salon businesses, price it at 30-50% of your regular service (e.g., $100 off Botox with a minimum purchase of 64 units)
After users take advantage of your intro offer, if you continue to nurture them effectively through email and text follow-ups, 50 to 60% are likely to make another purchase. Furthermore, among those who do make a repeat purchase, 20 to 30% may convert to recurring memberships or services.
2. Optimize your new client page
Your website should have a dedicated page for new clients to highlight your intro offers and make it easy for potential clients to take the next step. This page should remove all barriers and answer key questions upfront, making it easier for potential client clients to feel confident in their decision to take action.
Elements of a high-converting new client page
- A clear call-to-action (CTA), such as a banner or button labeled "New Clients" or "Schedule a Consultation"
- A direct link to your intro offer with pricing and details
- A breakdown of what’s included in the class, service, or package
- An FAQ section to address common questions and concerns
- Additional CTAs, such as “Buy Now” to encourage immediate action
- Social proof, including testimonials from satisfied clients
3. Use lead magnets to capture interest
A lead magnet is a valuable resource or incentive offered in exchange for a prospect’s contact information, allowing you to nurture them into paying clients. These lead capture strategies can include:
- Promotional offers
- Educational content, including guides, checklists, or eBooks
- Exclusive videos or webinars
- Infographics
- Newsletters
By offering something of value upfront, you not only collect valuable contact information but also establish trust and authority, making it easier to convert leads into paying customers. Here's how to implement a lead magnet:
- Use a prospect widget that collects names, emails, and phone numbers directly into your CRM or software
- Ask targeted questions to personalize follow-ups. For instance, if you own a spa, ask questions about their main skin concerns, such as acne or hyperpigmentation
- Place leads into automated email sequences that provide valuable content related to their selection and introduce them to your services
Managing your leads
Capturing leads is only the first step. What you do next determines whether those prospects turn into loyal clients. A strong lead management process ensures that every prospect is nurtured and guided through your sales pipeline, increasing the chances of conversion.
Work your leads daily
Leads won’t convert on their own. Regularly reviewing and following up ensures that no potential client slips through the cracks. Use a lead management tool or CRM to track where each lead is in their journey, from initial interest to trial sign-ups and beyond.
Respond in a timely manner
The faster you respond, the higher the likelihood of conversion. Prospects lose interest quickly, so aim to follow up within minutes or hours. You can set up automated responses via email or SMS to acknowledge inquiries and keep potential clients engaged.
Follow up consistently
On average, it takes seven or more touchpoints to convert a lead into a paying client. Use a combination of emails, phone calls, and texts to keep leads engaged. Personalize your follow-ups based on their interests, whether they signed up for a class trial, downloaded a lead magnet, or inquired about a specific service.
Turn leads into loyal clients
Attracting and converting your ideal clients into loyal customers doesn’t have to be complicated, it simply requires the right strategies. By implementing these approaches, you’ll not only reach more of the right people but also strengthen and grow your fitness or wellness business.
