What is a Landing Page?
A landing page is a standalone web page that someone “lands” on after clicking through from an ad, email, or other digital location. Once a user is on your landing page, they are encouraged to take action, like signing up for a free 7-day pass, buying a product, or subscribing to a fitness newsletter. Since landing pages are designed for a specific marketing campaigns, they give gym owners the ideal opportunity to convert website visitors into paying customers.
Learn how to optimize your landing page and start gathering more clicks and members in no time!
What is Landing Page Optimization?
Building a good landing page requires some planning and proper optimization to maximize your marketing and sales efforts. A landing page should have a clear visual hierarchy, be easily accessible, and have a strong value proposition. The objective of a well-designed landing page is to reinforce your marketing offer and to get your website visitor to act now.
Landing page optimization is the process of polishing specific elements on your website to maximize leads. These key elements include headings, images, messaging, and call to actions. By strategically improving your landing pages, it will result in a more engaging user experience for your target audience and ultimately help you drive more revenue for the business. Although landing page optimization requires some time and effort, the results will be all worth it!
Why Landing Page Optimization (LPO) Matters
Did you know, the average landing page conversion rate can be as low as just 6%? That means that you could be missing out on 94% of potential buyers that are coming to your website! Therefore, a small increase in conversions can have a huge impact on your business.
Optimizing a landing page ensures that you reach the highest possible conversion rate from the visitors who arrive at that page.
The 3 key benefits of optimizing your landing page include:
- Enhanced user experience: Landing page optimization provides more useful, well-structured, and relevant content to visitors and gives them a more satisfying experience.
- Conversion optimization: LPO assures you achieve the highest possible conversion rate from the visitors who arrive on that page.
- Lower customer acquisition costs: By providing more value for targeted visitors and an optimized user experience, landing page optimization contributes to a lower cost per click (CPC) and a decreased overall customer acquisition cost (CAC).
Understanding the Ideal Landing Page Optimization Process
Functional
Most importantly, the landing page has to be practical and functional. It should be optimized to provide the visitor with an uninterrupted and smooth user experience. Be sure to test the functionality to make sure all the elements are working properly, check for broken links, and make sure that your landing page loads properly on every browser. The last thing you want is a “404 not found error” or a website that does not function correctly.
Accessible
Accessibility is a key component to ensuring good landing page optimization. Your landing page should be responsive on any type of platform including desktop, tablet, or mobile device. Be sure to include alternative text for images and include backgrounds, links, and foreground colors that have a sufficient contrast ratio.
Usable
After fulfilling the first two requirements, you must make sure that your landing page is easy to navigate. Elements like confusing navigation keys and unnecessary clutter are examples of things to avoid!
Intuitive
Your landing page should be intuitive. Meaning your visitor understands your essence and brand instantly. Don’t make it difficult for people to recognize what your business is all about!
Persuasive
The messaging should be clear with a strong value proposition that gets the website visitor to act now. The use of call-to-actions (CTA) is abundant in online marketing and there is always a need to reiterate! A cleverly optimized CTA can lead to a powerful impact in bringing in conversions for your business.
11 Landing Page Optimization Tips
1. Mirror your ideal buyer profile
Optimize the messaging and content to mirror your ideal buyer profile. Be sure to use verbiage and images that are relevant and relatable to your website visitor.
2. Create an enticing headline
An optimized landing page headline usually involves 3 elements: clarity, user-friendliness, and relevance. A good headline convinces visitors to stay on the page long enough to make conversion-friendly decisions.
3. Research & use relevant keywords
Researching and using relevant keywords can make a world of a difference with how your landing page ranks. To identify keywords that are ranking well, conduct keyword research on a platform of your choosing. Then, incorporate those keywords into your page content, including the headings, meta descriptions, and body text. Keep in mind, Google is smart and can detect if there are too many keywords being used. Find a healthy balance to avoid “over-optimizing” your landing page.
4. Add visual content
The use of multimedia like images, graphics, or videos serves a dual purpose in landing page optimization. Not only do they explain what your service provides, but they also add a much-needed visual element to the landing page. The media should have both relevance to the offer being promoted and good visual appeal.
5. Use outbound & internal links
Outbound and internal links help to boost your landing page visibility. Also known as external links, outbound links help improve your page’s visibility and credibility in search engines. Internal links connect pages within your site, helping search engines crawl and analyze your page and overall website.
6. Make your content shareable
What better way to get your message out there than by sharing it on social media or email? Remember, all of your potential leads are connected with others who might also want what you have to offer. When you allow them to share your landing pages, you can tap into these larger networks. Besides driving more leads to your page, this added traffic will boost your search engine rankings.
7. Provide social proof
Do you have testimonials from happy customers? If so, you should show these off as much as possible! Include positive reviews on your page and allow a space for others to write their own review. Providing social proof can convince others to hop on the bandwagon and try your product or service themselves.
8. Use a call-to-action (CTA)
Depending on how much content your landing page has, it can help to place your CTA at the beginning and the end of your page. The more conversion opportunities you give your readers, the higher the chances of them taking action! With that being said, be careful not to overwhelm them. Find a healthy medium.
9. Include an optimized form
One of the major rules of landing page optimization is to include a lead capture form. Lead capture forms allow you to collect information about your visitors in exchange for a promised thing. Since your landing page is already capturing their attention, this is the perfect way to get them to take action and provide their information! Make sure the form has appropriate form length, easy accessibility, high trust, and clear understanding.
10. Fine tune your messaging & unique value proposition
Your value proposition is an easy-to-understand reason why your customer should use your product or service. Your message should clearly state how your program is unique, how it can help solve any challenges, and how it benefits the consumer.
11. Use buyer psychology tips
By understanding how your buyers think, their behaviors, and what influences them, you have a major advantage. You can use those information gaps, tap into their positive emotions, and make “saying yes” effortless. Use scarcity and urgency to get your reader to take action!
The Bottom Line
Strategically optimizing your landing pages will result in a more engaging user experience for your target audience and ultimately help you drive more revenue for your business. Follow the 11 steps above and watch your optimized landing page bring in more traffic, revenue, and members!
Download our Free Website Traffic Guide for Gyms!
Learn how to increase website traffic for your gym! Our free website guide includes tips and strategies on how to properly optimize your website to increase traffic and ultimately gain more members.
Our free guide includes:
- Search Engine Optimization (SEO) tips
- How to use social media to increase website traffic
- Types of social media marketing campaigns
- How to create a fitness blog
- Email marketing strategies
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