Why Read this Guide?

Recent studies have shown that purchasing fitness and training online is on the rise. If you're a personal trainer that wants to have a solid online presence and strategy, then creating an effective landing page must be part of your plan.
 
This guide was created with you, the Fitness Pro, in mind.

What's a Landing Page?
 
I'll first define what a landing page is not:
 
"All landing pages are webpages but not all webpages are landing pages."

Confused?

Don't worry.

I'll explain...

A landing page is a webpage with a form used to capture a website visitor's information.
The information captured from a landing page could be a:

•    Name
•    Email
•    Phone number
•    Address

Here's a great article about how to optimize your landing page for optimization.

A more general definition from Wikipedia is below:

"In online marketing, a landing page, sometimes known as a "lead capture page" or a "lander", is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link."

There are many different types of landing pages. The two that will be covered in this guide are lead generation landing pages and product detail landing pages. These are generally the main two types of landing pages anyway.

Who's this guide for?

This guide is perfect for any personal trainers or regular fit pro's that wants create an effective online campaign to generate leads or online sales.

What's the point of landing pages, anyway?

If you want to capture online leads you need a landing page to send your website visitors to.

With the large amount of people buying their fitness plans online (which is still on the rise) you need to make sure that you can stand out from the competition with a professional landing page.

Landing pages remove the clutter and provide a direct solution for people to take the action that you want them to take.
 
As a trainer, your business is "selling fitness" and, having an effective landing page makes this much easier and effective.

People need a clear, concise and simple call to action.

If your ad is directing them to your website with 101 options on what to click on, the lead is going to get confused as to what is even the point of the ad.

Your ad needs to lead your advert visitors to a site that is directly linked to what has already been mentioned in the ad itself.

If you direct leads to your website that has no relation to the advert, your bounce rate will be a lot higher than a related landing page.
 
How to Use This Guide

In this guide, I'll break down the entire process of creating a winning landing page from scratch.

If you've already witnessed some effective landing pages, you'll see that the best landing pages follow the same principles:

1 - A good, eye-catching design
2 - An unbeatable offer.

Just like many things in life, the best of the best of anything often follow the same, proven-to-work principals.

In other words, don't fix what isn't broke.

In today's, online world, you need a quality online presence to compete with others in the industry.

And not only to compete but to win.

Online, our attention spans have gotten shorter, and we're bombarded by more than ads than ever.
 
In order to capture the mind and attention of the consumer, we need to deliver great value that the consumer would be instantly interest in
.
So, how do you deliver this value?

Your landing page should educate and inspire people to take action. It must follow the fundamentals of landing pages like I've mentioned.

However, in saying this, you can have the best landing page design in the world... but if your landing page:

1 - Is offering something that could easily be found online for free
2 - Isn't related to your ad
3 - Or if you have just attracted the completely wrong audience for what you are giving away then its simple...

It won't convert.

Articles, "Instant Updates", the promise of the odd coupon or just your word of "good emails" isn't going to cut it anymore... not in 2015.

In the fitness industry, giving away a free mini training program, training advice, free fitness videos and things of this nature is what is going to provide value. It gives people a reason to sign up.

You've got to ask yourself whether you would pay (at least a small amount) for the product that you are giving away.

If not, it's time to re-think.

This is how you deliver value.

Here is an example of a layout for an effective landing page:

WHAT MAKES AN EFFECTIVE LANDING PAGE?
 

All good landing pages contain the following:

 - Headlines
 - Subheading
 - Images
 - Copy
 - Call to Action buttons

We'll break down each of these sections below:

HEADLINE

It all starts with the Headline.

The purpose of any landing page / advert is to get you to read the copy.

What does this tell you about the first sentence?

Pretty important, isn't it?

Joseph Sugarman in his best-selling book "The Ad Week Copywriting Handbook" defines it as the following:

"The sole purpose of the first sentence in an advertisement is to get you to read the second sentence."

That's it.

If you successfully captured the attention of today's ADHD consumer then you're on your way to creating a successful landing page.

There are many different types of headlines... it can get confusing...

The most common to think about are:
 
- Direct Headlines
 -Testimonial Headlines
 -How to Headlines
 -Question Headline
 -Command headline

Your headline but can be short or long... although many will argue either way, there are no set rules that dictate preference over the other.

It must simply capture attention.

A good technique to practice writing headlines is to:

Write 25 headlines about your offer.

It can be difficult in the beginning... but, the more you practice, the better your headline will be.

This is how Upworthy gets a lot of their posts to go viral.

As you write your headlines, ideas will start to fly out and important themes will start to emerge.

It should only take you 20-30 minutes to complete this exercise.

Note: If your using Facebook Ads you have to be careful on the type of copy you use. They have strict rules and your copy can't make the user feel bad about themselves. Please refer to their guidelines for more information.

SUBHEADINGS
 

The purpose of the sub-headline to follow up on the headline.

As we know, the headlines job is to get somebody to read the sub-headline... the subheadline's job is to get the consumer to read the next section of the advert/landing page... this can be a list, general copy or even another picture.

Your sub-headline should also solve any issues or follow on from the ones within your  headline...

For example, if "How to" then your sub-headline should provide an explanation on the problem.

Subheadings are also used to format and organize your information. It makes the landing page more visually appealing and easier to read.

Subheadings can, furthermore, be used to list the benefits of your product.

For example, you could list a range of benefits to your service/product in sub-heading form and put green ticks next to these.

Or, alternatively, you could write the negative things that is related to your product/service and note down how these negative points are not involved in your product by using red X's.
 
IMAGES
 
The image of a landing page can be a powerful way to convince consumers to take action.

If you're selling any type of weight loss or strength programs, the most effective type of image is the before/after picture of your clients.

This shows consumers visual evidence of your results. A great example of before/after pictures is Josh Carter's testimonial page from Carter Fitness.

Selfies work very well and testimonials with images attached to them are very effective.
 
This is due to the fact that it puts these images on a much more 1-1, down to earth level as people like your clients aren't going to go and have a professional photo taken to show progress most of the time.

You can hire graphic artists to create really professional images or, if you know your way around it, use Adobe Photoshop.

Alternatively, you can use Canva.com (a much more user-friendly platform) to create custom images.

If you're using Facebook Ads, you must be careful with the before/after images you use for your landing page.

I've found that you can use before/after images, but they can't have dates on them.
This will bypass their "unrealistic expectations" of the Ad.

If you're showing off a female clients results, you must also be careful not to show too much skin.

It's often criticised, but Facebook allows more male skin than female skin in females.

SOCIAL PROOF

Social Proof is a powerful thing.

If you've been published in fitness magazines or have a big social media presence, use this. It adds authenticity to your offer.

It provides proof that you're not some fitness trainer selling snake oil.

The biggest companies in the world often use social proof as it's simple... it works. 
If everybody else has it, you want it... although it's sometimes hard to admit.

Logos of the certificates of credentials you've obtained or big companies that you've worked for / with can work well, too.
 

COPY
 

To write good copy, you must have great research.

You must get inside the mind of your target audience. It's no good writing about what you think of your services. I cannot stress enough that writing what your target audience wants to hear is so, so important.

How do you find your target audience?

Your target audience should be your ideal client.

The client you want to work with the most. For most trainers, it's clients they've been training already.

So, how do you get inside the minds of your clients?

The Short Answer: By asking questions.

Learn the real reasons why clients come to you.

Learn their aspirations, attitudes, lifestyles and opinions on things. Most trainers just know the surface reasons of their client's goals.

Goals like losing weight or gaining muscle.

These are given.

But why do they want to lose weight or gain muscle?

Once you start asking these questions, you'll start getting the answers you're looking for.

Answers like:

Losing weight for fitting in old clothes
Or to capture the attention of the opposite sex...

Are known as emotional reasons.
Everybody has them and your copy must capture this emotion.

Once you define your ideal client and get inside their heads then you can start writing good copy.

WHAT MAKES GOOD COPY?

Good copy captures attention while great copy inspires action.

The goal of any landing page is to inspire people to take your desired action. Copy that is clear and concise and tells a story is important.

As personal trainers, you can write great copy by telling stories.

Stories about your clients':

 - Progress
 - Personal records
 - Or Weight loss goals are all great examples.

This type of copy is highly effective.

A good example is the following:

"My New Years resolution for 2013 was to get back into shape and to improve my health. I was turning 42 in May and I wanted to make a significant change in my life but knew that it would not be easy for I did not want to start a program or a diet and give up like I had done for the past 10 years. We have two beautiful boys and like most mothers, I have struggled with weight ever since I gave birth.
 
My boys are nine years apart and I started to feel like I did not have the energy to keep up with my youngest son. I was afraid that I was not going to be able to play with him the way I did with my older son because I was so much older and out of shape.
 
When I met with Adi, we talked about fitness, health, healthy eating, nutrition, family and my goals. Adi also provided me with a healthy eating manual, which I keep in my gym bag to this day and refer to often.

When I eat something now, I think about how badly I really want it and if it will be worth it once I am done eating it. I eat one slice of pizza with a salad now versus 4 slices of pizza. I make better choices as Adi taught me that I am not dieting…eating healthier is a way of life for me now.

My best advice for anyone who has been challenged with trying to lose weight is to invest in working with a personal trainer. It will give you the jump start you need and trainers will push you like no one else will. Working out with someone who keeps you accountable to your goals is everything."
 
This testimonial told a story.

It captured the emotion that the client was feeling.

It's important that your landing page contains this emotion.

CALL TO ACTION
 

Even if you have the best landing page in the world, your efforts are worth nothing if you don't choose a solid call to action.

A Call to Action button is a button that is strategically placed in the landing page to take action. Your call to action should play on two emotions.

Fear and Urgency.

Fear is one of our most powerful emotions.

If you learn to tap into this emotion you can inspire people to take action.

One way to create this motivator is from the questions you asked earlier to your clients.

What's your biggest fear when it comes to fitness/health? 
Then you can ask how does my product/service calm this fear?

Adding a sense of urgency to the offer is a great way to increase action.

Adding a timer to your offer can be effective.

You can also let visitors know what will happen if they don't take action.

For example:

1 - The bootcamp starts in 7 days... act now.
2 - Available for the next 50 sign ups.

By limiting the offer, you create scarcity in the consumer's mind.
A/B Testing 
 
Once you have all the fundamentals of a landing page you can start testing each element to find out what's most effective.

This is called A/B testing from google:

A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better.

You compare two web pages by showing the two variants (let's call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins!

What should I test?

You want to measure your performance, right?

As personal trainers, you should know the most effective part of training is measuring and tracking progress. It's the same with marketing campaigns, including landing pages.
This doesn't need to be complicated, you just need to know that, you should only test one part of the landing page at a time.

You should start by testing the headlines, then the images, and then the Call to Action buttons.

There's lot of different opinions on how long should an effective A/B test should run, but it really depends on the type of traffic you're getting.

Why do we need to run A/B tests?

We perform A/B tests to increase our conversion rates.

The conversion rate is the number of website visitors over the number of visitors who take action.

What's a good conversion rate?

This answer depends on the type of traffic you're getting to your landing page and the product/service you're selling.

If it's cold traffic where people don't know, like, or trust you yet a good conversion rate can be 2-5%.

If it's a warm traffic, where you've built lots of value by providing helpful content, you can see conversion rates as high as 60%.

There are no rules here.

If you're doing any type of social media campaigns, it's important that you've provided lots of good information before trying to sell anything.

A landing page should be the final part of your campaign where users know what they're getting.

ANALYTICS
 

In order to track your progress, you have to measure the effectiveness of your campaigns.

Luckily, this isn't guesswork... there's a bunch of tools that can provide analytics... but the Google Analytics tool is free and awesome.

You can track campaigns using the Google URL Builder.

How does Google URL track your campaigns?

Google URL uses a special type of URL with tracking code to create different types of tracking for your campaigns.

When you use these links for your landing pages/ads, a whole host of analytics become available.

In order for the Google URL software to track as many parts of the landing page as possible, different links must be sourced and added to the document.

Thankfully, Google and third party help have some pretty straight-forward guides on how to do this efficiently.

You can track all different types of parts of your campaign in order to measure the effectiveness of the campaign as a whole... you can track:

 - Form Contact Submissions
 - Newsletter Subscriptions
 - Product Purchases

Measuring, tracking and improving is vital in order to make the best converting, efficient and effective sales page.

Use trial and improvement and everything will soon pay off.
SOFTWARE

A few years ago, the only way to build a landing page was to hire a developer or write the code yourself.

Now, there's plenty of software that is cheap and effective.

Here's two that I recommend:

The company that I've used the last few years, Leadpages has hundreds of templates you can choose from. In fact, I created this page using Leadpages. 

They're beautiful and easy to create.

The only drawback is they're not fully customizable.

It can be difficult to move elements of a page around and your page might not look unique.

Instapage is another seamless piece of software that allows you to create beautiful looking landing pages.

The software is highly customizable and you can create a landing page that is perfect for your fitness business.
 
CONCLUSION
 
Fitness Pros need an online strategy to compete. And to come out on top.

Having an effective and visually appealing Landing Page, that follows the fundamentals must be a part of your strategy.

I hope this guide has provided lots of value

Let me know:

What kind of landing pages are you using?
- ww1 - w7