Why a website is like a gym membership?
June 18, 2021
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Each one of us is a user and customer of multiple places. We look with a critical eye when visiting a place or hiring a service, and as a company, we must be prepared not only to stand out from the competition but also to provide optimal service to our customers.
For example, in a gym, members pay a fixed monthly fee to use the facilities. This payment should not be just for using the machines or attending spinning classes. Members are paying for a full service, and good service must be consistent. From the moment someone enters the gym, the type of service they receive—whether it’s the interaction with the person at the reception, the overall cleanliness of the place and machines, or the atmosphere of the facility—affects their experience. If there comes a day when the machines are dirty or broken, the user will start to lose interest and may eventually choose to go to another gym.
This loss of interest is what every company must avoid. Customer retention is one of the fundamental pillars to ensure the company’s success and to increase or maintain sales.
The same applies to the web. A website is the online face of the company. If a user sees an outdated, complicated site filled with information but lacking features beyond the “typical informational website,” they will likely lose interest in learning about the services or products the company offers.
The initial strategy for every website should be long-term. It’s not just about developing an online tool and displaying the company’s history and contact number. It requires extensive planning to determine the optimal and final use of the website in line with the company's goals. When a user visits a website that provides all the tools or functionalities they seek and need at that moment, they will feel confident in the company and will be less likely to look for other providers.
In this situation, the company must invest resources in retaining the client. It’s not just about “selling” but about maintaining and retaining the largest number of customers.
To better demonstrate the benefits of choosing your company as a provider, you must:
- Identify your target audience.
- Create strategies based on the reach you want to achieve.
- Hire a web development company.
- Develop a dissemination plan.
- Introduce new functionalities that will align with the growth of your company.