If you’ve spent resources, be it time or money, on building a personal trainer website for your fitness business, then you’ll also want to make sure that you get a good return on that investment, right?
In this guide, we’re going to explore how to optimise a landing page on your fitness website to ensure we get leads for our fitness business. And we all know that more leads means more clients. Let’s get started.
Why You Should Collect Email Subscribers
Email marketing is still the most effective forms of marketing when it comes to nurturing leads and getting more conversions. In fact, according to a case study performed by Practical eCommerce, email marketing created more conversions than display, radio, social media and event marketing - combined.
Now in order to collect as many email subscibers as possible, we meed to ensure our landing pages are optimised for the website visitor. Here's how to do that.
Give Them What Was Promised
First, the best fitness website landing pages will ensure that whatever was promised to be delivered, to get people on the landing page, is clearly visible. For example, if you’re giving leads a “5 Step to A Better Deadlift” checklist, the checklist will be visible on the page and clearly available to download.
Create a Cohesive Design Experience
The design and visuals of the landing page should also match the advertisement. This will help create a cohesive experience and show the user that they are in the right place.
Clear Calls to Action
And finally, the best landing pages have very clear calls-to-action. The best way to think about it, is the easier you make it for the lead to hand over their email, the more likely they are to do it(!).
Use Your Client's Language
Now you have an overview of some of the best practices for your landing page, the next step is to work on the actual written content - the copy. Good fitness copywriting is intended to inform and persuade your visitor to take action - and in this case, that action is to give you an email address.
The best fitness PT websites have copy that talks to their ideal client - and this communication would be coherent in the advertisement, the landing page and the overall site.
For example, if you are targeting older clients, and you start talking about creatine, ripped abs and deadlifts, you may well lose their attention - which would result in a “bounce”. Instead, you want to use language that they understand.
One of the best ways to learn the language of your customer is to speak to them - be it face-to-face, reading Quora or browsing Facebook groups. Once you understand how they speak, you can write the copy in words they will understand.
The best fitness PT websites have copy that talks to their ideal client - and this communication would be coherent in the advertisement, the landing page and the overall site.
For example, if you are targeting older clients, and you start talking about creatine, ripped abs and deadlifts, you may well lose their attention - which would result in a “bounce”. Instead, you want to use language that they understand.
One of the best ways to learn the language of your customer is to speak to them - be it face-to-face, reading Quora or browsing Facebook groups. Once you understand how they speak, you can write the copy in words they will understand.
Keep the CTA above the fold
One of the most important practices on effective landing pages is to keep a call-to-action - or CTA - “above the fold”. Above the fold is a term that comes from the newspaper industry. Newspapers used to be displayed folded in half - so the top half of the newspaper had to grab the attention and sell the paper, encouraging the “lead” to read the rest of it.
The same principle works with landing pages. “Above the fold” is the first thing they see before they scroll down. The best landing pages will have a “hook” to entice the reader to continue reading and a call-to-action - which will usually involve an ethical bribe in exchange for an email address.
A great example of this is can be found on The Barracks Gym website:
The same principle works with landing pages. “Above the fold” is the first thing they see before they scroll down. The best landing pages will have a “hook” to entice the reader to continue reading and a call-to-action - which will usually involve an ethical bribe in exchange for an email address.
A great example of this is can be found on The Barracks Gym website:
Add social proof and FOMO
One of the most powerful things - especially on a landing page - is social proof. This can be in the form of a client testimonial, a group of logos or using numbers. Making the most of social proof is a great opportunity to showcase that your business is doing good work and people are happy with those services.
Some fitness business sites include the logos of some of the brands they have worked with. This makes their landing pages appear more trustworthy.
A great example can be found on The Body Transformation Academy.
Some fitness business sites include the logos of some of the brands they have worked with. This makes their landing pages appear more trustworthy.
A great example can be found on The Body Transformation Academy.
If you want to include a testimonial on your landing page, it’s a good idea to personify it. A picture is good, but if you can get a video, like H+ Performance did, it will come across much better and build more trust.
Retargeting With Paid Ads
Once a visitor reaches your landing page and doesn’t convert, did you know it’s possible to specifically target that lead back on Facebook? Well that is the power of retargeting.
You can create specific ads based on the landing pages they have visited (or haven't visited). They already know who you are and what you do so they're more likely to respond to your ads than a cold lead.
If you choose to do retargeting, you will need to ensure the Facebook pixel is set up on the landing page. After that you simply create a “custom audience”. At the time of writing, this can all be done in the Facebook ad manager. It’s a simple process - but at the same time an effective one.
A great tip is to exclude people who have already converted from your ad to save your ad budget. You can do this at the same time you build your custom audience in the Ads Manager.
The best retargeting advertisements will have clear calls-to-action which encourage the user to submit their email address.
You can create specific ads based on the landing pages they have visited (or haven't visited). They already know who you are and what you do so they're more likely to respond to your ads than a cold lead.
If you choose to do retargeting, you will need to ensure the Facebook pixel is set up on the landing page. After that you simply create a “custom audience”. At the time of writing, this can all be done in the Facebook ad manager. It’s a simple process - but at the same time an effective one.
A great tip is to exclude people who have already converted from your ad to save your ad budget. You can do this at the same time you build your custom audience in the Ads Manager.
The best retargeting advertisements will have clear calls-to-action which encourage the user to submit their email address.
Mistakes to Avoid
Now you’ve built your landing page, written copy that your target audience understands, placed the CTA above the fold and got your Facebook retargeting set up, you’re more or less ready to go. What could go wrong?
Well, a common mistake many fitness businesses make is putting their social links all over the landing page. This is distracting, and the lead ends up not doing what you intended them to do - give their email address.
Additionally, some fitness business landing pages neglect landing speed. A best practice is for your page to load in less than two second. That’s the average amount of time a user waits before they bounce. You can check the speed of your landing page here.
Follow these best practices, and you’ll be in the best possible chances to get new leads from your landing page.
Well, a common mistake many fitness businesses make is putting their social links all over the landing page. This is distracting, and the lead ends up not doing what you intended them to do - give their email address.
Additionally, some fitness business landing pages neglect landing speed. A best practice is for your page to load in less than two second. That’s the average amount of time a user waits before they bounce. You can check the speed of your landing page here.
Follow these best practices, and you’ll be in the best possible chances to get new leads from your landing page.