About two years ago I got into spinning classes and started going to Psycle Therapy in Westlake (highly recommend, by the way). I loved the loud music, dim lights and peer-pressure energy to keep moving. Prior to one of my Monday classes starting, a group of regulars were talking about their experiences with Soul Cycle—the mecca of all spinning studios with louder music, super athletic riders, a darker room, and a crazy-skilled instructor. Soul Cycle was where elite riders go. So. Intense.
Fast forward to today and picture me finally walking into the sweet lemon-scented air of the Bethseda Soul Cycle. I felt pressure before arriving at that moment. I knew based on the pre-spin chatter from my Psycle classes that this place was the “real deal” and I wanted to be prepared—mostly so I didn’t look like the spinning novice I am.
That’s when I saw the value in Soul Cycle’s strategy for building customer confidence.
People are new here: The first item in their main navigation is “new to soul?” A front-and-center, easy-to-find destination for those who have more questions helps build confidence for the customer. It reminded me that plenty of people are new and sign up for these classes, so much so that they have a section dedicated to those people. I knew I wouldn’t be the only newbie and that made me more comfortable signing up.
You don’t have to go in blind: Soul Cycle has a section dedicated to outlining the full process from prepping, arrival and set up to the ride itself. You can learn what to wear, watch video clips on adjusting parts of the bike, and understand some of the terminology used during the ride. I refreshed my knowledge on riding positions and felt even more confident after learning where to get spinning shoes, that I wouldn’t need to bring a towel, and typical new riders like to be in the center and last two rows.
They follow through on promises: One of the final lines on the process pages highlights that a staffer will be there to assist me with my bike setup if I register as a new rider—and they actually follow through. By the time I showed up to my last-row bike there was a smiling staffer ready to help me learn how to adjust the bike for my size and clip into the pedals.
So, what does this mean for you? Ask yourself:
1. Can I make it easier for uninformed, potential customers to understand my business, my process, or my product? Sometimes we can get caught up “speaking the language” of the industry and forget that new customers may not be so hip.
2. Can I do some grass-roots research and better understand the gaps in my website’s content? Understanding the mental process customers go through and creating content to speak to that can help counter uncertainty and confusion.
3. Am I actually providing what I promised? If it has been a few years (even one year!) since you looked at your website’s content, it’d be wise to review the promises your business is making and ensure you’re delivering on it.