3 Personal Trainer Landing Pages Critiqued with Best Practices
Are you looking for a way to get more leads for your personal training business? You’re looking in the right place.
Or maybe you already have landing pages set up for specific personal training offers and ads. Great! There are always going to be ways to optimize and tweak your page to increase your conversions.
This article will go over the specific aspects of 3 personal trainer landing pages to determine what will make leads convertor make them bounce.
Let’s get down to the details.
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What I like:
The benefit list. The positioning of the benefit list coupled with the image is great. Since page visitors usually read the top left hand side of the page to the right, people will first see the image and then the benefit list. This order is ideal.
The landing page color scheme. The yellow calls-to-action (CTAs) contrast well with the blue
The headline. It puts a specific time period on how long it will take to see real results, and I like the use of the word, “transformation.” It implies you’re really going to get results from using this personal training weight loss program.
“Free” as the Value Proposition. It’s a hard thing to pass up, as “free” involves no risk for the potential lead. For more Value Proposition ideas and formulas, check out this article.
The customer testimonial video. Did you know that 90% of visitors say that seeing a video about a product/service is helpful in the decision-making process? We’re always looking for ways to make understanding our business easier for potential leads, and video marketing can be an effective tactic.
This video is ideal for several reasons:
Featuring Audrey increases the trust of the business exponentially: Her customer testimonial is realistic and genuine - Audrey explains how she benefits from the personal training and how others around her age could as well. If BodySculpt is looking for an older clientele, they definitely nailed the video.
It’s 33 seconds long, so viewers don’t have to commit too much in terms of time. Videos on landing pages are ideally less than 2 minutes.
What I’d change or test:
Playing around with the image. It’s a little hard to read the overlaying headline. I would decrease the brightness and fade the photo a bit. Perhaps play around with a font color as well. Anything to make the headline stand out more.
Removing the text in the body (or at least condensing it). This text is pretty unnecessary, as most of it is already included in the video below it. Landing pages are supposed to say as much as they can in as little words as they can - this is because people need to be convinced quickly to take action or else they will bounce.
Removing a benefit list. There are three separate benefit lists on this landing page. Benefit lists are great! But we don’t need three. One is good.
Removing the plan options. At the bottom of the page, BodySculpt details their 3 different packages. I would consider removing this as they distract from the primary CTA (see below)
Getting rid of the navigation bar. Again, we don’t want distractions.
Focusing on one call-to-action. There is both a form on the page with a CTA and two others asking you to book a consultation. I would try removing the form or the two “Book a Consultation” CTAs to have a clearer focus for this landing page.
What I like:
The Unique Selling Point (USP). “Let the gym come to you” is a great way to phrase the USP. It gets you thinking about how you could be working out from your home.
The brief benefit list. Succinct and to the point, this short benefit list is easily palatable by potential customers and quite possibly convince them to fill out the form.
The entry form placement. The landing page visitor will likely see the image first, the benefit list and finally the entry form. This is the order you want your visitors to see the components of your page.
The amount of form fields. Having 3 required form fields to fill out and 2 optional ones can actually increase conversions. The form fields of “name” “phone number” and “postcode” are not asking for too much personal information and more visitors are likely to give that if they are interested in the service. The option to submit an email and a message gives people the option to communicate with the company in a variety of ways.
What I’d change or test:
A more simple and visually appealing image. There is too much going on. I would look for a photo similar to the one in the “SmartFit” landing page below.
Removing “Our most popular areas are” at the bottom of the page. This is a completely dispensable aspect of the landing page, and frankly a waste of space.
The chunky, discouraging text. I would remove most of the text in the body, as it is more than an average visitor would want to read. I would then rephrase the part that mentions that they are “too busy to pick up the phone.” They could find a better way of saying that, or perhaps try to pick up their phone more as that is an essential part of customer service.
The CTA copy. The word, “Submit” doesn’t prompt possible leads to press the CTA button as much as a phrase such as, “Book My Free Consultation” would. This phrase drives the value proposition home.
What I like:
The simplicity of the page. There aren’t a lot of obvious distractions on this page, and there are no irrelevant chunks of text. The use of white space is also a great tactic for emphasizing certain elements of a landing page.
The large, appealing banner image. This simplistic image captures your attention without overwhelming the page - this is because the colors are similar to the landing page itself and there’s not a lot going on in the photo.
The clear, encapsulated call-to-action (CTA). You won’t miss this CTA button, as it is big enough and stands out well against the white space of the page. An added benefit is that the color red creates an urgent feeling for visitors, a sort of “now or never!” reaction.
The landing page length. It’s all above the fold, which is most suitable for this type of offer. Don’t make your landing page longer than it has to be.
The 3-point benefit list. When it comes to benefit lists, the most successful ones generally have 3-5 bolded points (with descriptions below), as well as tiny icons alongside them.
The phone number. It functions as not just a form of communication, but also as a trust factor (that this is in fact a credible business).
What I’d change or test:
A Unique Selling Point (USP). This is what sets your personal training service apart from your competitors. I would consider putting it in the headline, as it is one of the first things a visitor to your page will see.
Removing the navigation bar entirely. I say no to literally any navigation bar on any landing page. As I mentioned above, they only distract from the sales funnel focus.
The CTA placement. I would consider moving it down, as you don’t want it to be one of the first thing people see on your landing page. I would
So there you have it. Those 3 critiques contain the best and worst practices for personal trainer’s landing pages.
It’s important to know that A/B testing your landing pages and the elements within them are still a crucial component in increasing conversions and generating leads with your landing page. Sometimes the smallest or most unexpected changes can impact your results.
If you want to learn about improving your landing pages further, take a look at these relevant articles:
- Landing Pages: The Fundamentals and Conversion Principles
- How to A/B Test your Landing Page to Maximize Conversions
- 7 Landing Page Mistakes that are Costing you Conversions
- Landing Pages: Optimizing your Landing Page for Lead Generation
- 4 Ways to Create Facebook Ad and Landing Page Combos that Convert
Have you had any surprising tactics produce favorable results for your business? Or has a best practice gone completely the other way for your personal training landing page?
Feel free to share your insights and observations in the comments below.