- 1. Understand Your Audience
- 2. Craft a Value Proposition
- 3. Nail Your Pricing
- 4. Write Your Copy
- 5. Add a Call to Action
- 6. Wrapping It Up
A sales page on your fitness website has one goal – to convince prospects to purchase your fitness products or services. Therefore, it’s one of your most important assets when it comes to selling fitness products or services to your target audience.
And as you may expect, if your sales page is well done, it can considerably increase your client sign-ups and boost your revenue. On the other hand, if it’s poorly crafted, it will negatively affect your sales funnel. As a result, you will struggle to get a satisfactory amount of conversions. Consequently, your revenues will also remain low.
So, how do you craft a high-converting fitness sales page? Well, this article has the answers. In this guide, we will take you through a five-step process on how to write a sales page that converts.
1. Understand Your Audience
Your fitness sales page will only deliver the results you are looking for if it’s addressed to the right person. Therefore, before you craft your sales page, you first need to define and understand your target audience.
For example, the language you would use on your sales page if you are targeting a 60-year old fitness prospect is not the same as you would use if you are targeting a 20-something college student.
Therefore, understanding and defining your target audience will ensure you use the exact language that your target audience is already using. And the chances of a conversion are high.
One of the easiest ways of defining your target audience is by creating buyer personas. A buyer persona is more of a fictional character, who represents your ideal client. And to create a buyer persona, you will need to collect data related to that character.
You can collect this data through web analytics, social media analytics, customer surveys as well as other methods of online research. Once you’ve collected this data, you can then go ahead and create a buyer persona.
By creating a buyer persona and defining your target audience, you will then know their pain points, motivations, and challenges. Also, understanding your audience will help you to craft a copy that will make them feel as if you are inside their head.
2. Craft a Value Proposition
Once you’ve defined your target audience, you will then be able to create a value proposition. A value proposition is more of a statement, which highlights the benefits that your fitness business is providing to your target client.
Also, this statement will highlight the problems that your services will solve for your target client. It will also mention why you are the best individual to help them with that problem.
Ideally, your value proposition will be a single sentence or a brief paragraph, which will inform the rest of the copy.
For example, if you offer personal training services to men over the age of 60, then your value proposition can read something like: “I help men over the age of 60 become fitter, stronger and healthier.” Crafting this statement will help to guide you, as you write the rest of your fitness sales page.
3. Nail Your Pricing
Before you commence writing your copy, you will first need to determine the pricing for your memberships or classes. And as you may probably know, your pricing will affect your conversion rate. Therefore, you need to take time when determining your pricing, to ensure you get it right.
When determining your pricing, you can do some basic research and check what other businesses or individuals offering similar services are charging. With that information, you can then decide to charge a slightly higher or lower fee.
4. Write Your Copy
At this stage, you covered all the basics and it’s now time to write your fitness sales page. Here are some tips that will help you to craft a compelling fitness sales page that will drive conversions.
4.1 Choose the Right Length
First, you will need to determine the length of your fitness sales page. And when it comes to the length, you can opt for a short copy or a long copy. So, should you opt for a long-form or short-form copy? Well, there’s no clear answer to this.
A long copy will allow you to cover in detail almost all aspects of the product or service you are offering. It will also provide space, where you can cover some of the common personal training sales objections. So, by the time the prospect clicks the call to action button, they will already be convinced.
But, if you can manage to explain everything in a simpler format, then you can simply go for a short copy. For instance, you can have a short copy, filled with bulleted points about your services.
4.2 Nail Headings and Subheadings
Once you’ve settled on a format, it’s now time to start writing the actual fitness sales page. And the first step in writing your sales fitness page is creating the headline. The headline is the most important part of your fitness sales page.
If you get it wrong, it’s highly likely will leave. On the other hand, if you get it right, the visitor may stick around longer to learn more about your offer. So, how do you craft a compelling headline that will keep the visitor interested in your offer?
First, ensure you keep it short. Your fitness sales page headline should be brief and straight to the point. Ideally, it shouldn’t be more than 10 words. In case you will need to add more context to your offer, you will do so using the subheadings. So, for the heading, keep it brief and concise.
Second, make it personal and tailored to your target audience, as opposed to being generic or bland.
4.3 Highlight the Benefits
After crafting a compelling headline, it’s now time to describe the product or service that you are offering. When describing your service, it’s advisable to focus on the benefits as opposed to the features. At the end of the day, a potential fitness client will only sign up for your membership, if they are convinced that they will benefit from it.
For instance, let’s say you are selling workout videos. And you can mention that your package contains five workout videos and free meal plans on your fitness sales page. But, as much as these details may be important for your prospect to know, they are not attention-grabbing.
Instead, you should say that your workout videos have helped a certain number of people, achieve their health and fitness goals. Using this approach will put the prospect in a state of mind, where they can see or picture themselves benefitting from purchasing your workout videos. And, the chances of a conversion are higher as opposed to focusing on the features.
4.4 Keep the Language Casual
When writing your fitness sales page, ensure you keep the language casual as opposed to formal. Simply put, you should write as if you are speaking to your friend. Using casual language will make the prospect feel comfortable. And the more comfortable you make them feel, the easier and faster it will be, to trust you.
4.5 Add Trust Factors
Studies show that approximately 70% of consumers will only purchase products or services from brands they can trust. Also, brands that earn the customers' trust will be rewarded with more sales and more referrals, which means more revenue. Therefore, your fitness sales page should also feature trust factors to boost the conversion rate.
Some of the methods that you can use to add trust factors to your sales fitness copy include:
- Highlighting reviews and testimonials from satisfied clients
- Giving prospects peace of mind by offering money-back guarantees
- Including other forms of social proof such as your various social media channels
4.6 Make it Easy to Read
Most of the visitors that land on your sales fitness page will want to skim over its content fast, to see whether it has something that may keep them interested. Therefore, it should be as easy to read as possible and scannable. Some of the strategies you can use to make your copy scannable include:
- Breaking the test using subheadings
- Using short paragraphs
- Incorporating lists and bullet points
- Adding in quotes from clients
- Add images to break up the text
- Including negative space
4.7 Eliminate Distractions
Whenever a potential client lands on your fitness sales page, they should only focus on what you are offering. And this means you should remove everything on that page, which can distract the visitor from the main purpose of clicking through and making a purchase.
Some of the elements that you can remove from this page to minimize distractions include sidebars. Also, you should keep the headers and footers to a minimum at all or you can remove them altogether. Simply put, there should be nowhere else for the visitor to go besides continuing reading the copy and signing up or purchasing what you are offering.
4.8 Use a Responsive Design
Consumers visit the internet using different devices these days. Therefore, to ensure you don’t lose out on potential customers, you need to ensure your fitness sales page is responsive. By doing so, this page will automatically resize to fit the screen the reader is using.
5. Add a Call to Action
Your fitness sales page exists for only one reason – to encourage a potential client to take you up on your offer. So, whether you are selling fitness-related products or you are looking to sign up more clients for your gym, you want the reader to either buy your products or sign up for your memberships – once they finish scanning your sales page. To help you reach this objective, your fitness sales page should also have a clear, direct and simple call to action (CTA).
Also, it will use this button several times across the page. By spreading the CTA button across several areas of that page, you will be making it easy for the visitor to complete the purchase, at whichever point they get convinced.
6. Wrapping It Up
Whether you are revamping your current fitness sales page or you are creating your first one, this guide has everything to get you started. And by following the tips and strategies we’ve provided here, you should be able to come up with a high-converting fitness sales page, which will help you to land more clients and give your revenues a massive boost.