Your Guide to Landing Pages that Convert More Clients

No business website is complete without a few carefully constructed landing pages. Across all industries, the average landing page boasts a stunning conversion rate of 26%, thereby helping businesses boost profits.

If you’ve never heard of a landing page before, you’re not alone—many marketers overlook how valuable they can be for driving conversions. Simply put, a landing page is a standalone web page that serves a unique purpose. Whether the page includes information about a special offer or instructions about signing up for a webinar, all types of landing pages should help turn interested leads into loyal clients. In the fitness industry, an effective landing page could be the difference between an empty gym class and a brimming waiting list.

Despite the lucrative potential of land pages, designing a landing page that converts leads into full-fledged clients is tricky if you lack experience in copywriting and content marketing. Well-crafted landing pages featuring sharp copy and user-focused page design are much more likely to drive conversions than unattractive pages.

Fortunately, we’ve put together a guide to wowing potential clients and driving conversions with a smart landing page strategy. Whether you’re a marketing newbie or simply looking to hone your craft, we’ve got you covered with some top tips.

1. Create a lead magnet for your landing page

A lead magnet is a marketing tool used to gather the contact details of potential clients. Lead magnets need to provide site visitors with an attractive deal to tempt them to hand over their details. Within the fitness industry, good examples may include:

• Coupons: Downloadable coupons make potential clients feel valued and encourage brand loyalty. It’s a good idea to add a short expiry date to the coupon so that your leads feel a sense of urgency about redeeming their prizes. Rewards could include anything from a free fitness consultation to an introductory gym session.
• Event registration: Hosting a special event or webinar in the near future? Asking users to sign up via a dedicated landing page is a great way to drive leads. If your event is ticketed, you should send customers a payment page in an automated email after they’ve provided their name and address details. By adding this extra step, you can discover which leads failed to complete the registration process and reach out to offer technical support. Sometimes, leads need a personalized nudge to fully commit to something.
• E–books and recipes: Fitness fans love to download valuable information about the latest health research or nutritional trends. As such, offering e-books and webinars in exchange for contact information is a great way to build a highly targeted email list.
• Prize draws: Prize draws make great social media content and are sure to draw in many leads. Just remember to offer an irresistible prize such as a free 60-day gym membership or a cute new workout outfit.

2. Make an excellent first impression

The average web user forms an opinion about a website in a super-speedy 0.05 seconds. In this way, you can’t afford to produce boring or unappealing landing pages. Here are a few tips for keeping bounce rates to a minimum:

• Write an eye-catching headline: Forget long, wordy headlines that send web visitors to sleep. The title of your landing page should be short, sweet, and get straight to the point.
• Slick supporting copy: Again, your supporting copy should be relatively short and include vital information about your offering. You’ll also need to get the tone right to suit your demographic, keeping things casual for younger audiences and more formal for B2B clients.
• Images or videos: Most people are naturally more drawn to images than words. In fact, recent studies suggesting that landing pages with videos can boost conversions by as much as 86%! It’s a good idea to include a bold, attention-grabbing image or video somewhere near the top of your landing page.

3. Write compelling and digestible copy

According to a study based on 18,639 landing pages, 29.5% contained too much copy. Overstuffing your pages with long, wordy content will frustrate your leads and could ruin your conversion rates.

To ensure your copy hits the spot, try to use simple language and keep sentences short and snappy. You should also hold visitors’ hands, guiding them toward specific actions with second-person pronouns such as “you” and “your.”

4. Add a clear call to action

A call to action (CTA) is the most important element of a language page, as it prompts site visitors to engage with your brand. Here are a few tips for maximizing the number of leads who act on your CTA:

• Include a corporate phone number: Research from Neil Patel suggests that companies who add business numbers to their landing pages had higher sign-up rates (54%) than those that didn’t (46%). Adding contact information on your landing pages is a great way to build trust in your brand and drive conversions.
• Use sign-up forms: Landing pages with sign-up forms represent one of the most popular methods of data capture, with a conversion rate of 23%. Just remember to make the form short and very easy to fill out.
• Include a CTA button: CTA buttons emblazoned with urgent messages such as “Download Now” or “Let’s Get Started” are often very tempting for click-happy web visitors.
• Keep CTAs to a minimum: Less is more when it comes to CTAs. A study from Unbounce demonstrated that pages with only one CTA converted 1.6% more leads than those with multiple CTAs.

5. Add social proof to your landing page

Social proof is evidence that real-life customers genuinely benefit from your offerings. According to studies, adorning your landing pages with client photos, complimentary reviews, and positive social media posts can improve conversion rates by around 1.1%.

And a few final tips for a winning landing page…

OK, so you’ve learned the basics of creating a gorgeous landing page that return excellent results. Here are a few final tips for those willing to go the extra mile for success.

• Enrich your page with relevant keywords: This simple action will enhance your search engine optimization (SEO) strategy and supercharge organic traffic.
• Ensure pages are responsive across devices: You don’t want to put customers off with landing pages that aren’t mobile-friendly.
• Minimize page loading times: A one-second delay in the loading time of your landing page could result in 11% fewer page views and 7% fewer conversions.
• Make the most of A/B testing: While it may take a little time, A/B testing represents one of the most effective ways of analyzing a landing page. Indeed, 60% of companies believe A/B testing to be “highly valuable” when creating landing pages.

Create killer landing pages with WellnessLiving

You should now have a firm grasp of the purpose of landing pages and how to create them. However, putting knowledge into action can be daunting, even for the most experienced marketers. This is where WellnessLiving comes in.

Our all-in-one platform is perfect for automating your marketing efforts and maximizing engagement and retention rates. What’s more, our Presence™ website builder will help you build seamless, professional-looking landing pages that optimize leads and conversions. If you run a business within the health and fitness industry and need help building an online presence, we’re ready and waiting to take your call.

Ready to take your first step toward unprecedented growth? Book a free, no-obligation demo to get started!