FitMedia’s guide to building and optimising landing pages to generate more leads

Hey My PT Hub family! It’s me again – Jonah from FitMedia Co!

We’re back with another business/marketing related blog post, for all you PTs and Online Coaches who are actively seeking ways to grow your business and take things to the next level.

In this blog, we’re going to talk all things landing pages.

I know, not particularly sexy, right?

However, because they’re not sexy, you probably haven’t paid them enough attention. Which means you’re more than likely missing out on a ton of potential leads, sign-ups, sales, registrants and so on. And I’m being serious!

But why is this? Why would something as simple and boring as a landing page make such a difference to your business? Especially when you already have a website?

Well, in this blog, we’re going to cover the following four topics that should get you well on your way to landing page mastery.

  1. What is a landing page?
  2. When to use a landing page?
  3. What makes a good landing page?
  4. What’s the best tool(s) to use when building landing pages for the first time?
What is a landing page?

Unlike a website, a landing page is just one page that serves one purpose.

Its mission is to convert cold traffic into leads, leads into customers and customers into loyal fans. (Although, not all at once!)

Your landing page will prompt visitors to make a single action. This action could be a purchase, a sign up, an opt-in, a download or anything else. Whatever it is in your particular use case, everything on the landing page should somehow contribute towards your visitors decision to take that action.

The two primary goals of a landing page are:

  • Generate leads (usually by capturing email addresses)
  • Sell products/services to customers (by collecting payments)

Generally speaking, a landing page isn’t connected to your main website. Instead, it stands on its own two feet as a separate landing zone for any traffic you throw at it. From there, it’ll do it’s best to convert that traffic into whatever your desired outcome may be.

So, all in all, to answer the question, “what is a landing page?” – a landing page is used to convert traffic. (Honestly. It’s as simple as that!).

When to use a landing page?

Now that we’ve defined what a landing page actually is, let’s dive into when you should use a landing page in your business’s marketing.

In a nutshell, you should use a landing page whenever you need your audience / traffic to take a specific action, and don’t want anything to distract them from taking that action.

Some examples of when you might use a landing page are:

  • Sell a new product/service
  • Promote a discount for a product/service/bundle
  • Offer a free ebook or other downloadable content
  • Sign up for a free consultation
  • Opt-in to an email newsletter

A well-optimised landing page is the best way to get a far higher return on your marketing efforts, and something that so many Fitness Professionals are completely not taking advantage of in their business. (Crazy, huh?)

One of the things we see most often is fit-pros who are putting in a ton of time and effort into building an audience, producing great content and so on. But, what they then do is direct ALL their traffic to the homepage of their website and expect great things to happen.

If this is you, then in the nicest way possible, this is your time to STOP.

You need to remember that your audience is far less likely to take up on your offer if they need to go digging for it. And who knows, they may not even know it’s there at all!

As the business owner, it’s your job to make the buyer’s journey as seamless and easy as possible. Otherwise, you’ll always be leaving potential business growth on the table.

What makes a good landing page?

Although every landing page will be different, they’re still all made up of the same key ingredients, and we’ve listed them below:

  • Unique selling proposition (USP)
  • Your offer
  • Your content (images, videos, text and graphics)
  • Call to action (CTA)
  • Social proof

Now, let’s go through each of these in a little more detail…

  • Unique selling proposition (USP)
    Your USP should be clear and easily recognisable throughout your page, however, you would typically place it right at the top, in the Heading and/or Sub-Heading.
  • Your offer
    The details of your offer should (ideally) combine both features AND benefits. Just listing features will likely not resonate much to your audience, and just listing benefits will leave them asking questions like “okay great, but what do I actually get? What does it include?”.
  • Your content (images, videos, text and graphics)
    Everything you put on your page should compel your visitor to take the desired action. Whether that’s your heading, your sales/promo video, the text you use in your buttons and so on. It should all be contributing to your visitor’s decision towards taking the action.
  • Call to action (CTA)
    Your “Call to action” is typically a button or form. It should appear on your page at least once and ideally be visible before your visitor has started scrolling. However, having multiple call to action buttons (each one prompting the same action) throughout your page is recommended, as it gives the visitor the opportunity to learn about your offer and have a button nearby for whenever they’re ready to take action.
  • Social proof
    Things like testimonials, transformations, reviews and so on are such an important factor in the success of any Landing Page, as it’s your way of saying “don’t just take my word for it!”. It creates an undeniable sense of trust between you and your visitor. And that’s ultimately what it all comes down to.

“Do I trust this person/company/offer enough to sign up/purchase/subscribe/opt-in?”

Once you understand the strategy behind each of these key ingredients, you’ll be well on your way to building some great landing pages for your future campaigns and promotions.

Generally speaking, businesses and brands will develop a library of landing pages for a variety of offers, products, services and promotions. Each one can be called up and used whenever you (the business owner) feels like it.

For example, you may have a different landing page for each of the ebooks you have written, for booking a free consultation AND for each of your paid services.

Of course, you may also have each of these things on your website, however, having a landing page means that you can promote just that one thing and expect to see much higher conversions than you would if the same offer was just sat in the depths of your website.

What’s the best tool(s) to use when building landing pages for the first time?

Now we know what a landing page is, when to use one AND the key ingredients for building your own, you’re probably wondering which tools you can use to get started, right?

Well, although there are several really great tools and softwares you can use to build landing pages, we’ve found that our absolute favourite is actually LeadPages.

A few things we love about LeadPages is that it has a great user interface, which makes it super easy to use. It also has heaps of crazy powerful integrations to other tools, such as your email marketing provider. And it has tons pre-built templates that you can literally use to “plug and play” OR draw some inspiration from if building your own from scratch. Oh, and also, it’s significantly cheaper than most of its competitors! There’s a bunch of really great things about LeadPages, which is why we use it so avidly with our own business (FitMedia Co.), and with our clients’ businesses, too.

But anyway, I really hope you’ve drawn some value from this blog post and feel ready to go ahead with building some great Landing Pages for your fitness business. If you have any questions about landing pages (or sales/marketing in general) then I’d love to spend some time chatting with you and providing the answers you need.

>> If you want to give LeadPages a try, then here’s our affiliate link. <<

Otherwise, I’ll chat with you in the next blog post from FitMedia Co! All the best,

Jonah Cockshaw FitMedia Co.

Apply to work with us here: FitMedia.net/discovery

Full Disclosure: as FitMedia Co. are affiliated with LeadPages, we do make a small commission on the referrals we make. However, because of that, we’re more than happy to spend 1-on-1 time with you in getting set up on the software, if you happen to sign up via the link in this blog post.