Boost conversions from your landing page with these six simple tips from Steve Grant.
A landing page is a one-page website to help convert prospects for a specific marketing campaign at your gym. This is where you direct them when they click on your email, SMS or google ads words. Instead of directing them to your website with lots of distracting buttons and tabs, a landing page has one single function, and that is to convert visitors into a booking, using a large, coloured call-to-action button.
YES! Having a landing page can increase your lead conversion by as much as 55 per cent! Creating a landing page that ‘converts like crazy’ takes a bit of practice; however, knowing the basics will save you a tonne of time, money and effort.
Your headline should be clear, relevant, and empathetic. I like using headlines that focus on your target audience’s biggest challenges like losing the last 5kg or a pain point like not having enough time to exercise with a busy lifestyle. Other good headlines focus on the prospects’ ‘ideal outcome’ such as feeling confident in a bathing suit. You can also use questions to trigger curiosity like ‘Are you training with the correct ratio of strength to cardio for your body type?’ or ‘Are you still eating any of these five foods that prevent fat loss?’
An authentic one-minute video filmed on your smart phone that explains WHO your offer is best suited to and WHAT your offer includes, will dramatically increase your conversion rate.
Your call-to-action (CTA) should reflect the objective of your gym’s marketing campaign. If your objective is to inform, you should use a CTA with ‘learn more’ or ‘find out more’. But if your goal is to have more sign-ups, then there should be a sense of urgency like ‘grab your free PT session now’ or ‘sign up for group training today’. These would persuade your visitors and prompt them to act quickly. The CTA button should be BIG and BOLD and use a bright green, orange or yellow colour that really stands out.
The landing page shouldn’t look like a website page, blog or recipes. Do not use navigation menus as this might distract your user to stray away and forget about your CTA altogether.
In summary, the landing page is not about you or your brand – it’s about the marketing campaign or offers that you are running, so be sure to speak only to that in your copy. Now go and rip in!