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Maximize your online impact with proven strategies tailored to improve landing page conversion rate. Turn every click into a potential lead with optimized engagement.

A landing page is a powerful tool. Every marketing campaign, digital or printed, needs a landing page to usher your customers into the brand experience. Landing pages guide customers from an advertisement to the service, from a QR code to sign up, and from a marketing link to a conversion. Landing pages are where your advertisements lead and are designed to streamline the funnel from interest to conversion for your customers. 

As a fitness business, you should be looking for ways to improve your landing pages and the conversion power they carry. Here are 10 best practices for landing pages to improve your website’s conversion rate. 

Basics of building your landing page for SEO

How to improve landing page conversion

Improving the landing page conversion rate is crucial for a fitness business, especially in a digital age where first impressions often occur online. Let’s discuss the strategies tailored specifically for fitness businesses to optimize their landing page conversion rates.

1. High-quality and engaging content

If you want to increase your landing page conversion rate, invest in high-quality content. Focus on engaging write-ups and designs that best highlight your value proposition. Address your customers’ needs and provide answers to all their potential questions. 

When creating a landing page, consider adding a summary video. The new generation of internet users prefers short videos (that quickly convey the message) over long chunks of text. According to Oberlo stats, 8 out of 10 people end up purchasing a service or software after watching a video from the brand. A video on a landing page can increase conversions by 86%. That’s how powerful videos can be.

But that doesn’t mean you shouldn’t focus on the rest of the content. There will still be a significant number of prospects reading through your value proposition so make sure it’s easy to read with clear headings, subheadings, and short skimmable paragraphs. Your landing page conversion optimization depends on it.

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2. Use the right call-to-action

A perfect call-to-action is the first thing that helps you improve landing page conversion. The CTA must be clear and concise but still give enough information for users to understand what they need to do next. 

For example, if you’re selling gym memberships or want your users to enroll, you might want to use CTAs like ‘Sign up today’ or ‘grab the offer now’. On the other hand, if your goal is to educate or inform people about your services or brand, CTAs like ‘Learn more’, ‘Find out more’ or ‘Discover more classes’ might be more suitable. 

CTAs can instill a sense of urgency or FOMO (Fear of Missing Out). Phrases like “Limited Time Offer” or “Only a Few Spots Left” can incentivize users to take action immediately rather than postpone it. A compelling CTA captures attention and motivates users to engage with the content. It serves as a psychological nudge, urging the visitor to continue their journey and interact with the website or product.

Give your customers multiple chances to convert through your landing page. Multiple calls to action and big clickable buttons are a smart way to go. Don’t just repeat the same call to action each time, customize for the theme and topic of each section of your landing page. Invite customers for a consultation, to shop with you, to find your location, or to call directly at regular intervals through the landing page.

3. Entice, engage, and inform

When you ask yourself how to improve landing page conversion, this is it. Engaging and informing visitors on the landing page is particularly crucial for fitness businesses due to the personal and often transformational nature of the industry. A fitness journey involves trust, motivation, and clear understanding, all of which can be nurtured through effective landing page design and content.

A landing page should be more than information about a product or deal, it should follow a routine of capturing the audience’s attention and guiding each viewer of your landing page. Engaging content—be it success stories, testimonials, or motivational videos—can inspire visitors to take the first step in their fitness journey. People often seek motivation to kickstart or maintain their fitness regimen, and a landing page that inspires can be the nudge they need.

Videos, workout demonstrations, or transformation photos can capture visitors’ attention more effectively than plain text. After engaging and informing visitors, clear CTAs like “Start Your Fitness Journey,” “Join Our Community,” or “Book a Trial Session” can guide visitors to the next step, increasing conversion chances.

4. Clear landing page headline

Don’t leave your customers guessing. People make it to a landing page from many routes. Whether they clicked a Facebook ad or scanned a QR code, always give your landing pages a clear and welcoming title. 

Let your customers know what landing page they have reached and what you have to offer. Welcome them to their free trial, congratulate them on claiming a prize, or introduce them to the webinar. Your landing page’s title should be in large print and above the fold so that it, along with your opening graphic, is the first thing that visitors see.

Bonus tip: Don’t forget your title tag so your browser tab has the right title.  

5. Trade navigation bar with a hamburger menu

Landing pages share a domain with your company website but they shouldn’t look like every other page. Remove your typical navigation bars and website layout in favor of an eye-catching and converting design. Of course, your customers still want to be able to navigate the website if they’re familiar with your brand and the site. No one likes a website cul-de-sac that can’t be navigated out of. 

The solution is a hamburger menu. The little lines in the expected upper right or left-hand corner can expand into the full navigation menu for your customers without cluttering your landing page experience.

6. Add social proof

Social proof is another excellent way to improve landing page conversion rate. People like to associate with brands that seem trustworthy and the best way to boost your reliability is by adding customer testimonials. 36% of top landing pages have testimonials. 

The fitness industry, unfortunately, has its fair share of exaggerated claims and fads. Authentic testimonials or endorsements can elevate a fitness business’s credibility, assuring visitors of its legitimacy and effectiveness. So, collect feedback from your clients and add it to your landing page. Before-and-after photos, testimonials, or success stories can resonate with potential clients. Seeing real people achieve tangible results makes the fitness journey seem more achievable and inspires visitors to take the next step.

Reading or watching testimonials also evokes emotions. Whether it’s the story of someone overcoming personal challenges or achieving a long-desired goal, such content can emotionally connect with visitors, making them more likely to convert.

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7. Keep it simple

You may be tempted to add too many bells and whistles to convince your potential buyers. But you’ll be surprised to learn that simple and straightforward designs perform better than complex ones. Keeping a landing page simple and uncluttered is a fundamental principle of effective web design and conversion optimization. A streamlined landing page directly affects user behavior, guiding visitors towards the desired outcome without distractions.  

A simple landing page allows businesses to spotlight their primary message or offer. Without extraneous elements, visitors can immediately grasp the value proposition, making them more likely to take action.

A simple design generally provides a more intuitive and user-friendly experience. Without clutter, the primary CTA also stands out more. A clear and prominent CTA button or link increases the chances that users will follow through with the desired action. 

Every additional element on a landing page is a potential distraction. A simple design minimizes the risk of visitors wandering off-path or becoming sidetracked. Simplicity in landing page design aligns with the principle of “less is more.” By reducing distractions, focusing on the core message, and streamlining the user journey, fitness businesses can maximize their chances of turning visitors into clients, subscribers, or loyal followers. 

8. Use numbers to convince

Presenting quantifiable data lends authenticity to your claims. When visitors see specific numbers, they’re more likely to trust that you’ve done your homework and that you’re not making baseless assertions. Numbers convey exact information, eliminating vagueness. For instance, “Helped 10,000+ clients achieve their fitness goals” is more impactful and clear than “Helped numerous clients…”

Humans process numbers quickly. A well-placed figure can immediately convey value without the visitor having to wade through dense paragraphs of text. Numbers like “2,000 people have already signed up” or “Only 10 spots left at this price” can trigger FOMO (Fear of Missing Out), prompting visitors to act swiftly. 

Similarly, stats are a powerful way to convey your message and convince the customer into making the purchase. A convincing percentage figure puts things into perspective. But make sure that you’re doing your due diligence and cross-checking your sources. If possible, it’s best to include the source on your landing page so your prospects know it’s legitimate.

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9. Visual aesthetic and light animation

A user forms an opinion about your website within 50 milliseconds. A visually appealing landing page can make a lasting positive first impression, increasing the chances of user engagement and conversion. A clean, organized design with strategic use of colors, typography, and spacing makes it easier for visitors to navigate the page, find information, and understand the call-to-action (CTA).

Visual aesthetics can evoke emotions in users. Colors, images, and design elements can create feelings of trust, excitement, calm, or urgency, influencing a visitor’s decision-making process. Animations also catch the attention of your customers and help to better illustrate concepts. Live charts fill themselves with data over time to illustrate the trends. Animated figures can demonstrate activities and bring ideas to life on your landing page.

10. Don’t forget to use social share buttons

Social share buttons on your landing page will help your users to share your campaign with their friends. Instead of just one sale per user, you now have the opportunity of getting more through that user. 

But when you’re adding share buttons, don’t stuff your page with too many social platform buttons. Instead, just stick to 2 or 3 most used platforms such as Facebook, Twitter, and WhatsApp.

Basics of building your landing page for SEO

Your landing page also needs to have some SEO muscle to be effective and push your customers through your sales funnels quickly. Here are some basics you should incorporate in your landing page:

Unique URL: Choosing a unique URL plays an important role when you optimize landing pages. You can also use it to incorporate keywords.

Title Tag: Your title tag is the HTML code tag that the search engine results pages (SERP) will see as the title of your page. You will find it in the snippet of your page on search engine result pages (the blue text). Don’t forget to fill out that field.

Header Tag: Header tags are the headings and subheadings for your page ranging from H1 to H6. H1 (the header tag) is the title of your page. Header tags optimize landing pages and improve readability.    

Meta description: You probably already fill this one out on your blogs but for landing pages it’s all the more important. Because this is the text that SERP will grab and show to the audience as your page’s snippet. So you want to make sure what text you’re using to convince the user to click on your page. The right meta description helps increase landing page conversion rate. 

Image file names: This one also shouldn’t be ignored. Always name your image files, if possible, with target keywords. This is a good opportunity for landing page conversion optimization.

Backlinking: This is the final and one of the most important steps to ensure your landing page is a success. Incorporate its link into all your ad campaigns, some blog posts, and guest posts. The more places your landing page link appears, the better your landing page conversion optimization.   

In Summary

Creating a landing page with a high conversation rate is not as hard as it may seem. Keep it simple but impactful and you’ll have sales flooding in. But before you finalize your landing page, it’s always helpful to conduct an A/B test to determine which version performs the best.

Improve conversion with these best practices for landing pages:

Here’s a quick recap of the best practices for landing pages that fitness businesses swear by:

  • Use high-quality and engaging content. Add images and videos to make it more appealing.
  • Use the right call-to-action
  • Engage, entice, and inform your prospects about your services in detail.
  • An effective landing page uses a clear and concise headline.
  • Replace the standard navigation bar with a compact hamburger menu to declutter the landing page.
  • Add client testimonials and reviews to build trustworthiness.
  • High-converting landing pages should have a simple and straight design that’s easy on the eyes.
  • Use numbers and convincing statistics 
  • Add social share buttons to give the visitors an opportunity to share it with friends.

By implementing these strategies, fitness businesses can effectively improve landing page conversion rates, driving more memberships, sales, and engagement.

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