If you've just taken your fitness business online, but aren't seeing the results you hoped for, or if you’re struggling to drive viewers and conversions from your personal trainer website, you might want to revamp your landing pages.
Landing pages are key web pages within your site that offer your products and services. Landing pages are a way that you can tailor your site to exactly what your visitors are looking for, whether that's niche, location or psychologically specific.
Many fitness companies find that having these types of landing pages reduce their cost to attract leads and customers. This helps them be more efficient and profitable.
Web Pages Vs. Landing Pages
The main difference between a web page and a landing page is in the actions a visitor can take on that page.
For example, a home page is full of useful information about a company and invites the visitor to view more pages of the site. A blog is informational and invites the visitor to consume content. A landing page usually offers the website visitor one very specific action like to download an eBook or get in touch.
Here's why landing pages are important:
Google rewards websites that have fresh content and backlinks. As a result, top-ranking pages are often informational web pages like blog posts and articles. Creating informational blog posts and articles is still the best way to bring traffic to your site.
But then what?
While it’s great to get traffic, the point of any blog post or article is to connect visitors to your products and services. A well-designed landing page can help that happen.
You can use landing pages with pay per click (PPC) ads, social media, or links within your informational content. As you generate awareness and bring visitors to your content, you can drive them to landing pages that offer more content specific to your product or service.
Let's take a look at 5 ways we can use landing pages to get more clients. through your personal trainer website.
1. Landing Pages to Save You Time
Personal trainers often miss out on a lot of leads at the start of their business because they don't use landing pages to get new subscribers and leads.
One of the best ways to get new subscribers and leads is to send website visitors to a landing page on your personal trainer website with content that's related to what they were reading.
So let's say your reader was consuming content about increasing muscle, you could link to the landing page for your protein cheat sheet download.
Maybe you're talking to someone new on Facebook and they show interest in your services. You link them straight to your landing page.
You're probably thinking, that's a lot of landing pages to create!
It is, but instead of creating a dozen new landing pages, you can create only one template-style landing page, and customise content based on what brought a viewer to the site.
All you have to do is make minor adjustments to the web address, or URL, that the customer uses to reach your page.
As you can see from the image below, you can create one landing page for an eBook or service and link to it in an infinite number of ways from all of your marketing channels.
Landing pages give website visitors a highly specific experience without taking a lot of your time. They are a great way to maximize your effort while having time for other priorities.
2. Landing Pages to Increase Conversions
When people come to your website, they want to feel like they found exactly what they were looking for. When you customise a landing page to use the exact search term they used, or that they clicked on in an ad, it feels like a perfect fit.
The average customer sees 250 marketing messages a day and doesn’t notice most of them. What makes a message stand out is when it speaks directly to a person’s specific need. In other words, when it’s personalised!
73% of consumers prefer to do business with organisations that make their experience relevant to their specific needs. Shoppers are far more likely to buy from a site that offers personalized recommendations.
Business owners have more tools than ever that allow them to understand and segment their prospects and customers. When you create a personalized experience, you’ll boost your conversions and grow your business.
3. Location Specific Landing Pages
Local search is a major component of success for many fitness websites. When you combine dynamic landing pages with local SEO, you can get incredible results.
Geolocation allows you to provide website visitors with content relevant to their specific location. With geo-targeted ads you can target your offers and campaigns very precisely.
When you combine geolocation technology, targeted email campaigns, and dynamic landing pages, you can create a tailor-made experience for each customer. Your marketing will be so personalised and precise that your potential clients will feel as though you're the perfect fit for them.
4. Niche Specific Landing Pages
Do you wish that you could give one message to couch potatoes and another to CrossFit junkies? It’s likely that your fitness site offers products and services to a couple of markets. However, they each talk about fitness and working out in completely different language.
Dynamic landing pages can be a great solution. Using coding and data mining capabilities, your landing page can recognise the types of sites a visitor frequents, books they’ve purchased, and more. This allows you to know what kind of athlete you’re talking to.
When you can target someone based on where they are, not just physically, but psychologically, you can speak their language more effectively. You’ll be able to customise your landing page to speak to the goals and aspirations of a variety of athletes.
These customisations make it easy for you to connect your products and services to your customer base. No matter how many different demographics you serve, having dynamic landing pages can ensure you reach them all in a very focused way.
5. Landing Pages Best Practices
When you develop your dynamic landing pages, you want to make sure to optimise them in a way that grabs the customer’s attention. Pay particular attention to these areas:
Once you’ve designed a persuasive site with a clear call to action, be sure you monitor your results. You should track what types of devices are used to view the page and where the visitor came from. Also, notice what keywords the customer used to reach your landing page.
This information is extremely valuable when it comes to updating and optimizing your page so that you continue to get superior results.
Are you ready to get excellent results from your fitness website? Landing pages can be exactly what you need. You will save time while delivering highly customised, specific marketing to your website visitors. This personalisation will help each prospect feel like you understand their needs and goals. This will make them much more likely to become customers.
If you’d like more information about implementing landing pages and other online marketing techniques in your fitness business, we’re here to help. Contact us today!
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