A well-designed website will provide information about a gym (or any company) and the way it works as well as explain any goods and services. Of course, there is more to it than that, but those are the fundamental purposes of having an online presence.
You don't want to overload people with information but you DO want to tell them all about your amazing offer or promotion and then get them to take a specific action around it.
When encouraging visitors to take a certain action or provide set information, most companies opt to use a landing page.
They are less cluttered and distracting than websites and therefore people are more likely to perform the desired task.
What is the difference between a landing page and a website?
A landing page is a purpose-built page that has a single call-to-action (CTA). It is designed specifically to encourage traffic to respond in the way that a company wants them to.
For instance, if your gym is promoting a week's free-pass, use a CTA button "Get my free pass now" which will take them to a landing page where they are required to enter their contact details to claim the pass.
Simple and straightforward.
If, on the other hand, you send them to your website where they need to navigate their own way to your "Free Pass" page, chances are, they'll end up looking through the picture gallery, reading testimonials, or otherwise being distracted.
If this is the case, although their interest in your gym may increase, the likelihood of them actually signing up drops.
I get it. So what should I put on my landing page?
The main thing to remember here is to keep it simple. You may want to provide a little more information around exactly what people will get when they sign up for your offer but don't overdo it.
A couple of paragraphs of important information should be the limit.
Pictures and video content can increase conversions by more than 80% so a snapshot or short video of your gym in full-swing is a great idea.
Information about your gym can be helpful as well, such as address/telephone number and a point of contact (staff) that they can talk to.
You might also want to use a testimonial from an existing member, or a bio of a trainer/member who is particularly outstanding (with accompanying photo, of course!).
Testimonials and reviews are really powerful in today's world, so make the most of them if you have them.
How will I know what works best?
At Mòr, we like to use something called A/B testing. In this instance, we'd create two versions of a landing page (we use A/B for our Facebook ads as well) and we monitor them to see which one does better.
Not sure which picture/video to use? Use both, one on each page.
Run the campaign for a week or two, see which version performs best and then focus your efforts on directing people to that one. You could experiment with different wording, different images, different offers (e.g. a week's free trial, or first two weeks free when you sign up).
Be sure not to change too much at once though - if Ad 1 has one offer, picture and wording, and Ad 2 is completely different, you won't know which aspect is having that impact and success.
The other thing that we love about landing pages is that they're easy to se up. Just google "Create landing page" and you'll find a lot of free sites that are user-friendly and intuitive. And you can leave them running for as short or long a time as you like.
Using landing pages is a great way to generate leads for your gym. If you already use them, what features work best for you?
Let us know in the comments!