How to Design a Fitness Landing Page that Makes an Impact
When it comes to the various assets related to your website, having a strong landing page for your fitness studio can make a big impact on your conversions—the critical phase where prospects turn into clients.
Fitness landing pages are a powerhouse tool and are both simple and cost-effective to create. Crafting your landing page with a dose of strategy + intention will make it as effective as possible.
What is a landing page
… and how can it help my fitness studio?
The overall purpose of a landing page (also referred to as a sales page) is simple: eliminate distractions so the reader can take action. A landing page has one—and only one!—goal. Your page is focused on the one offer at hand so the reader can also focus on that one thing.
Fitness studios can use landing pages for a multitude of purposes, including:
Selling new client offers (the most common use for fitness studios!)
Seasonal promotions (ie. running a Black Friday sale on gift cards)
Encouraging event registration (anyone prepping for a spring challenge you want to sell the heck out of?)
Having dedicated website pages for these offers gives you the flexibility to link directly to your landing page from social media or emails— knowing people will easily find all the info they need in one click vs having to hunt around your website.
Not only are landing pages effective for sales, but they also provide a place for you to add focused, temporary offers to your website without having to redesign your home page every month.
If you’re running paid advertising like Facebook ads, a landing page is something you definitely should be using. You’ll get a lower cost per new client acquisition using one because the reader is more likely to actually follow through and take action.
Let’s take a look at how you can create a landing page that includes all the right components and makes the impact you’re looking for.
Step 1: Define the context for your fitness landing page
Before you dive into design, it’s important to first determine the context and goal of the page. Put yourself in the shoes of the person visiting this page… how does this offer and page fits into their life? What single offer are you selling with this page? How are people getting to this page? Who are they? What made them click? Is this the first time they’ve experienced your brand, or are they returning clients?
Once clear on that info, you can determine whether a short-form or long-form page is most appropriate.
This will be dictated by what you’re offering:
A short-form landing page will rely less on text and more on images, stories, testimonials, and anything else designed to evoke emotion. These pages are ideally suited for when you’re sharing a low cost, low-commitment or free offer—like a new client special, open house weekend or video freebie.
A long-form landing page is designed to be highly informative so people feel confident in purchasing from you. It should answer key questions and provide ample insight into what people can expect when they buy. These pages are used for larger or more costly offers—like teacher trainings, memberships and retreats.
For the purpose of this post, I’m going to share a high-level look at the key components of a long-form fitness landing page—because if you know the components of a long page, you can easily (using the templates provided below!) shorten it to fit the needs of a shorter page.
Step 2: Outline the messaging of your fitness landing page
Your landing page needs to take the place of the conversation you would have if you were discussing this offer with someone in real life. To do that effectively and keep your reader engaged, follow this flow:
Start with a headline that presents the problem
Your headline should capture people’s attention and include the value proposition or unique selling proposition of your offer. What need or desire does your reader have that your offer can solve? What will make them pause and think that you’re talking right to them? You don’t have to say it all in the headline… just enough to make them want to continue to the next line.
ex: “Winter blues have you feeling sluggish, tired and… well, just blah?”
Follow by calling out what they’ve already tried
What solutions have they already tried that may not have worked? What are the pain points that brought them to you? Your goal here is to help the reader feel confident that you understand what they are trying to achieve and that you understand their needs. You’re helping them evaluate solutions, just like a friend would do if discussing a problem.
ex: “Maybe you’ve tried at-home videos but your motivation is wearing off.”
Then present your solution
This is where you can describe not only the solution you’re offering but why it’s the right solution for them. While this section is introducing your offer, you still want to make it about the reader, so explain your offer in a way that connects to the problem.
ex:“Try 30 days of yoga for $49 and discover how good you can feel by next month”
Practice in both our hot room and restorative salt den—feel the power of a balanced yoga practice
Experience a variety of teachers and experiment with class times—find a routine that works for you!
Feel stronger, longer and less stressed—30 days of yoga is a powerful thing!
Sprinkle in some social proof
People want to hear from other people who have worked with you or participated in your programs. Testimonials from past clients allow them to better understand what they can expect from your studio.
Add some Frequently Asked Questions
You know the types of questions new clients usually ask, so this is your opportunity to be proactive and answer those questions upfront. This section can be powerful for overcoming objections the reader has floating around in the back of their mind. It also makes them feel understood and confident they are in the right place.
List key details on pricing, deadlines, and dates
This is where you get down to the nitty gritty. Transparency here is critical. You want people to understand exactly what the cost is, when they have to sign up or purchase by, and any important dates that apply.
Finish with a strong call to action
Your landing page should have multiple opportunities for the reader to take action, but always end the page with a strong and clear call-to-action section. Whether it’s signing up, enrolling, or making a purchase, you want the page to clearly indicate exactly how they can do so. Craft your call-to-action text to be clear, concise and motivating.
Step 3: Design your page using a fitness landing page template
Using a template can be incredibly helpful if you’ve never designed a landing page before—and I’m here to help! Download these resources to aid in designing your new landing page. You can print a worksheet to help you outline your message and templates that will help you design a short or long landing page in your website platform.
Step 4: Optimize your fitness landing page
You want your landing page to pack a serious punch, and that starts with keeping things as uncluttered and simple as possible. Having said that, you still have to ensure that your page is informative and provides whatever the person is looking for. Read it out loud and see if there’s anything you can cut. Anything missing? Rework the messaging as needed
When designing a fitness landing page, you need to consider how things like the navigation, copy, images, videos, and call-to-action are all working together. Your goal is to create the maximum impact in minimal space.
Here are some additional tips to fine-tune your landing page:
Choose imagery that amplifies the message
We’ve mostly talked about the message of your landing page in this article, but the visuals you use are also really important. If the goal of your landing page is to sell an intro offer, use images that show beginner moves. If your message is all about finding confidence and joy, show smiling people looking confidence. The images should convey the emotion that your words describe.
Keep the action above the fold
Whether it’s a button or form, keep your action item above the fold (aka. where the page breaks) You’re going to want to check this on mobile too — it generally needs to be at the top left of the screen. As mentioned above, if it’s a longer landing page, you’ll want to repeat it at the bottom as well.
Text should be able to stand alone
While videos are an excellent way to show the benefits of the offer in a short amount of time, don’t assume everyone will watch it. The text on the page needs to work by itself, too.
Remove distractions
Finally, if possible, remove the header, footer, and any sidebars or pop-ups from your landing page. This will help readers avoid unnecessary distractions.
If you’re looking to create a website that converts, Pixality Design can help.
We offer a full suite of web design services to help fitness and wellness studio owners turn technology overwhelm into practical projects so they can grow their businesses with less stress.
