Landing Page Design for Small Businesses: The Ultimate Guide

If you’re running any business in 2023, you need to be using landing pages as a core lead generation tool. It’s quite an underrated marketing tool for some, but landing page designs can be the most potent weapon in your arsenal if you do it right.

Let’s look at the numbers for a second. Did you know the average conversion rate for landing pages is 9.7% across all industries? This is really pleasing to see, given that the landing page conversion rate benchmark is 10%.

What does it mean for your company? Whether you’re a fitness, clothing, real estate, startup, personal trainer, gym launch, form builder, Survey, fitness challenge or SaaS business, a high conversion rate from landing pages results in a long list of leads you can eventually nurture into paying customers.

You may be thinking that optimizing your web pages is sufficient and those pages should get the leads. In some cases, this is true. But in our experience, targeted landing pages really help you generate leads from PPC (pay-per-click) traffic, build a list of email sign-ups, and promote your brand on social media. This is especially important when you have a business like a gym and need to get people engaged online and come through your doors regularly.

But before we can get to that, let’s look a little deeper at what exactly a landing page is.

What is a Landing Page?

A landing page is a digital marketing term that refers to a standalone web page. It is created specifically for an advertising or marketing campaign and is where a site visitor “lands” once they have clicked on a link from a pay-per-click ad, email, or social media channel.

Unlike web pages, landing pages have a singular goal and focus on one specific CTA (call-to-action).

So, as you can see, getting your landing page design right for your business is essential to your customer acquisition strategy. In this article, we’ll be sharing our secret ingredients to creating an effective landing page for affiliate marketing. Let’s take it from the top.

Landing Page

The Ultimate Step-by-Step Guide to Effective Landing Page Design for Fitness Businesses

Landing pages can help you better understand potential gym members’ needs. It is also measurable, allowing you to adjust your strategy to align with the data you draw from each marketing campaign. But we’ll get into the metrics and analysis a bit later. For now, let’s start with some core goals.

Step 1: Establish Your Goals

Like most strategic plans, your landing page design for affiliate marketing should have a goal assigned to it. Your landing page goals should always link to your overall fitness business goals. That way, your landing page results will directly influence your business success.

Some examples of typical landing page goals include (but are not limited to):

  • Increased memberships
  • Increased leads
  • Upsells or cross-sells to existing members
  • Completed digital downloads such as nutritional guides
  • Increased engagement on social media channels
  • Fitness video views
  • Product purchases (like apparel) with specific coupon codes

So, where do you start?

Simple. You must begin by understanding what a viewer should be drawn to the minute they land on that page. Their eye should be drawn to a specific area with minimal distraction on the page.

This area should have a CTA (call-to-action) that prompts a user to do an action. For example, if your fitness center landing page template draws the person to fill out a form to subscribe to a gym newsletter, that should be the core goal of the page. Don’t try to add a push for memberships in addition to the newsletter sign-up. This will confuse users and make them less inclined to opt into the newsletter subscription.

Once you have established your landing page goals, take a step back and ensure that these goals are all working toward your overall business objectives. All your goals should be focused, clear, and concise. You should also have a metric matched to each goal so that when you’re measuring success at the end of a campaign, you’re doing so efficiently and accurately. The next step is to start planning your health and fitness landing page.

Step 2: Map Out User Journeys with Every Marketing Channel in Mind

Marketing Channel

Now that you have your goals for each landing page, it’s time to plan how you envision each page working. You can do this by analyzing where your customers would see an ad or post about the campaign and how their journey would flow from the ad to the landing page.

Envisioning the entire user journey helps you plan for every touch point a consumer will have with your brand and content. Here are a few examples:

  • What does a user do if they click on my Google ad and go to my landing page?
  • Does a user click my Instagram story link and stay on the landing page, or do they immediately bounce?
  • Do users need additional information about my business before completing the call-to-action on my landing page?
  • What will a user see in a search engine to draw them to click on my link?

Once they are on the landing page, try to understand what types of text, images, CTAs, or forms they will be presented with. Their eyes should flow from top to bottom with ease and no confusion. Your call-to-action should also stand out from the rest of the page so that users are drawn to it.

Your personal training landing page must be built to accommodate several paths a person can take through the conversion funnel. They should not want to browse too much. The landing page should also include all the information they need about your brand and offering. Try not to include links to other web pages. Keep them focused on what you’re trying to achieve here.

When you understand the marketing channels where you expect to engage with your audience, you’ll start to see two things; 1. how many landing pages you need and 2. how each page design differs from the others, based on the channel that a user comes from.

Step 3: Build Your Landing Pages

Once you have mapped out each user journey across various marketing channels, it’s time to build those landing pages. Each landing page should have its own goal and suit a particular customer segment.

What is a customer segment?

It is a group of customers with similar interests, behaviors, and needs. Your customers can belong to more than one segment, depending on how you divide them. This is an excellent way to build user journeys directly related to particular campaigns and marketing objectives.

Many specific details go into a landing page. You should be thinking of the following elements:

  • What is the goal of your landing page?
  • Who is your target audience for this particular landing page?
  • What type of marketing message do you want to convey on the page?

Once you have answered these questions, you can start building the various elements. A simple way to do this is to use fitness landing page templates. Here are a few guidelines to follow:

  • Use a striking headline
  • Include a video or images which help entice the viewer
  • Add a strong CTA to help visitors convert
  • Create a short and simple form for lead generation
  • Add content that explains who you are, what you do, and what makes you unique
  • Use a testimonial to add value
  • Ensure that your landing page is responsive/mobile-friendly
  • Use conversion tracking to measure your page activity

Once you have members signed up, fitness management software can help you create these customer segments and automate marketing messaging to them that is tailored and relatable to members.

Step 4: Design the Content for Your Landing Page

Landing pages are really quite valuable to businesses wanting to engage with website viewers. Why? In addition to getting the lead, landing page forms allow you to gain a little more information about a prospective customer – their name, location, email address, or phone number. This helps you build a customer information database, which can be helpful when you want to market the right type of message to them at the right place and time.

And getting the right style and tone of the message to a customer is the key to closing the deal. In today’s world, customers expect personalization. They want to feel appreciated and expect brands to provide them with a product or service that suits their needs.

This need can be met with the development of rich content. It’s important to note that landing pages don’t necessarily need in-depth paragraphs of content. Instead, you should be aiming for content that is concise but impactful. Give people what they want as soon as they land on that page because the truth is, people, don’t like investing too much time into reading one web page. They want to retrieve the necessary information, sign up for the promotion if they see fit, and leave.

When building content for your landing page, consider answering the following questions (many of which will be asked by a visitor when they visit your landing page):

  • WHAT – are you offering?
  • HOW – does this offer or promotion work?
  • WHO – is your company and your team?
  • WHY – should I trust your business?
  • WHERE – can I get the offer?
  • WHEN – can I use this offer?

Step 5: Choose Where to Place your CTAs

The questions in step four will help you create a foundation for some meaningful content for your audience. Once you have your content done, it’s time to look at placement. You want your arrangement to be strategic and comfortable for the eye.

Don’t overcrowd the space, and ensure that you leave plenty of white space around each area within the landing page. This keeps the look of the page clean but also encourages the visitors’ eyes not to wander.

HubSpot shared a great example of a landing page done by Row House. This landing page is straightforward, but its flow and charm work incredibly well.

Example of a good landing page design:

Row House

Source: HubSpot

As you can see, the page has a contact form at the top right of the screen. It’s big and bold, and your eye is immediately drawn to it. On the left, you can see a short headline and description of the offer and the company’s unique selling points. Row House also included a large video behind the text to draw attention to this page section.

As you scroll down, you’ll notice just three content sections which speak about the product’s features and benefits with a unified CTA, “Get started”. When you click on this button, it immediately drives you back up to the contact form on the top right of the page. This way, the user experience is well-managed and simple to follow.

Step 6: Optimize Your Landing Pages

Having your landing pages up and running isn’t the end of the road. You need to factor in time for optimizations, too. This ensures that your pages are best equipped to drive as many positive results as possible. You may be asking how optimizations work.

It’s quite simple. You take the campaign results and analyze elements such as heat mapping and conversion data. Once you have this data, you can see where visitors dropped off, how many bounced off your page, how many converted, and where they spent most of their time on that page (this can be viewed via heat mapping). Now, take areas of the page that showed positive results and reuse them in future campaigns.

Another effective way to optimize your results is by using A/B testing. This is where you show an audience two versions of the exact same landing page, just with one element slightly altered. This element can be anything – from your lead generation form to your call-to-action button.

This type of testing is effective because it can help you build highly appropriate content for your audience, and it only improves with time.

Step 7: Analyze Metrics for the Long-Term

The final step in this guide is all about measurement. If you go back to step one, you’ll see that there was time taken to set up goals and metrics for each landing page. Now, it’s time to revisit those metrics.

You can start by looking at the following key metrics to analyze how well your campaigns did:

  • Page views: How much traffic did your campaign generate? This refers to the exact number of landing page views that occurred in a specified time.
  • Conversion rate: What percentage of visitors took the anticipated action on your landing page? How many users clicked your CTA?
  • Leads: How many leads did you generate from form submissions compared to the total number of people that visited your landing page?
  • Customers: How many people converted to paying customers after visiting and converting on your landing page?

Measuring these metrics from campaign to campaign helps you optimize for future marketing campaigns and allows you to understand what elements of your promotion resonate best with your audience.

Building Health and Fitness Landing Pages the Right Way

As a business owner, there are a million things you have to think about daily. But landing pages are one area where you can generate quality leads and sales from the comfort of your own space.

Landing pages are all about planning and measurement. It’s time to get those content plans up and running so that you can drive relevant audiences to your website without much effort.

All you have to do is ensure that you have premium gym management software to manage and measure your campaigns while you keep your current customers happy. This management software is engineered to automate and run your marketing efforts with no fuss and error. Many businesses invest in it to help engage and retain their audience with personalized messaging. And customers love it. Remember, everyone already lives online – it’s time to capitalize on that.

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