#051: Optimize Your Gym’s Landing Page for Maximum Conversion
How do you convince people on your website to take that leap of faith and come into your gym?
Your primary offer’s landing page!
There are so many elements that a top-notch landing page needs to convert visitors into potential new members. It needs to say it all in the blink of an eye. Our marketing maven Jessica Depatie is here to show us the ropes.
This is a special edition of Gymwright LIVE where we reviewed several of your gym landing pages in real-time to identify opportunities for them to make bigger and bolder impact.
Join us every Friday at 10 a.m. PT on The Network where we’ll be airing live. Be sure to stick around for the live Q&A session at the end of the show so we can answer any questions you have.
This show was recorded live in The Network on Friday, Sept 28, 2018.
If you know people are on your website but you’re not getting any leads, this usually means something’s wrong with at least 1 of 3 things: your landing page, your offer, or your product.
- Landing page: The design, framework, imagery, or other qualities of your landing page turns off readers for some reason.
- Offer: The “hook” you’re using to get readers to convert doesn’t resonate with your audience.
- Product: The product you’re selling isn’t sufficiently desirable to convince people to buy.
What is landing page optimization?
Landing page optimization refers to the process of enhancing or improving each element on your landing page to increase conversions. For a gym landing page, I’d suggest with the following 5 optimizations:
- Making your offer clear
- Simplifying your landing page (and making it work for mobile)
- Fixing your form
- Keep your call-to-action buttons straightforward
- High quality imagery/video
Making your offer clear
One of the biggest things you can do right now is make sure that your offer is super clear. If you’re offering a free fitness assessment, you need to explain the details of the offer. People don’t want to guess what they’re going to be doing once they get there. Bullets are a simple and helpful tool here. The page should be punchy, quick, and scannable.
This also applies to how people get to your landing page either from your website or from your ad. You must be very clear that the button or link they’re clicking will take them to your valuable offer. In other words, don’t leave the button vague.
Simplify your landing page
The landing page should have 5 basic elements:
- Headline: What the offer is or who’s it for
- A paragraph to make them interested in the offer
- A simple but thorough description what they can expect. Bullet points are best.
- A short form (but not too short)
- High quality imagery/video
You can have testimonials if you like but it’s not necessary. The primary objective is to get them to fill out the form. So, the landing page can’t be too void of content nor should it be distracting the web visitor with other elements.
The form should be as short as possible but also asking the questions you need. I like to collect first and last names plus email and phone number for 2 ways to reach them. For Gymwright’s Platform, we also segment by gender because we’re then able to do some fancy segmenting which sends leads highly targeted messages. I also like to have a question in the form that asks what their fitness goal is. That does a few things:
- It suggests that you’re a results-oriented organization. Not your average gym.
- It gets them thinking about their reason for landing on your website in the first place.
- It ends the form on a positive note. Like, I feel really good about doing this. This feels like a good choice on my part. The best marketing in the world makes people feel brilliant for finding your business.