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6 Ways To Improve Your Landing Page Conversions

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.

Do I need a landing page for my gym?

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.

Here are six things to consider when designing a gym landing page:

Craft a strong headline

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?’

Explainer video

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.

Premium eye-catching images

The design that you use should invoke positive emotions. Do not use more than two to three colours, as that can be very distracting. Also, image choice is crucial. Use an image that portrays your ideal target audience smiling while exercising, and never anyone straining or who looks uncomfortable or red-faced, in pain, or under stress.

Add testimonials

Having male and female social proof is still a proven hack to motivate a cold audience to take the next step and book a gym visit. Use images and tangible results like ‘Mike lost 6kg in 6 weeks and no longer gets lower back pain’.

A clear call-to-action

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.

Eliminate link and buttons

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!

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STEVE GRANT

Steve is the Director/Owner of Gymhub, which helps gyms grow to a million dollars and beyond so they can serve more clients, make more money, and have more fun.

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Raising The Bar is published by FITREC and HealthyPeople. Before trying any new exercise, nutrition or health regimes, you should seek clearance from an appropriate health, medical or fitness professional. The information in this publication is not a substitute for advice or consultation with any health, medical or fitness professional. The health and fitness industries often provide conflicting – sometimes even contradictory – information; as the reader it is your responsibility to safely determine what does or does not work for you. Any prices stated are the recommended retail prices in Australian currency and may be subject to change. While every effort is made to ensure accuracy, all parties associated with the production and publishing of this magazine accept no responsibility for the correctness of any facts and the copyright responsibility of all articles lies with individual contributors. Opinions expressed by the authors in this magazine do not necessarily reflect those of other authors, the publisher or any of its production or publishing team. Copyright ©2024. All rights reserved. No material in this magazine may be reproduced without written consent from the publisher.