When this page loaded (yes, this webpage with the article you’re reading now), what was the first thing you saw? We’ll bet you scanned the image, maybe you read the title, and then after your eyes adjusted to our colors, font choice, and sidebars, you started reading.

People are pretty predictable when it comes to website behavior. On landing pages, our eyes are attracted to the same places, we’re intrigued by similar tones, and most people are apprehensive of sites they’ve never visited before. That’s why it’s important to put some thought and strategy behind landing pages for your studio.

What exactly is a landing page? At its most basic definition, a landing page is a standalone page of your website accessed by clicking a hyperlink. Landing pages are commonly used for special offers, introductory sessions, and general lead generation. And since they’re such a vital tool for lead generation, it’s important to make sure people who see your page submit their information and connect with your business.

How exactly do you do that? Let’s break down the most important guidelines for building out a landing page:

 

Be Consistent

When it comes to converting visitors on your landing page, consistency is key. Try to keep your landing page consistent not only with your studio’s branding, but also with the wording and visuals on your original source -- i.e. the ad or post where people clicked to your landing page.

For example, if you’re offering a free trial pass, talk about it the same way in your social post or digital advertising as you do on your landing page. Using similar phrases, colors, and pictures assures the user they’re on the right page. Plus, if they clicked to your landing page, they were clearly a fan of your words, colors and images to begin with.

It’s also important to make sure the call-to-action is the same. If your email blast mentions a “3-day pass,” but your landing page calls it a “guest membership,” people may get confused and abandon ship. Keep your phrasing consistent between promotions and landing pages.

(Want an easy and effective way to drive more people to your landing page? We break down exactly what type of Facebook Advertising will work best for you in our blog, Facebook Ads 101.)

 

Be Concise

When visiting a new website, most visitors will navigate away within 10 seconds. That means you have 10 seconds to clarify what you’re offering, show the user what information you’ll need from them, and get them excited about what you have to offer. That’s a lot of things to accomplish in under 10 seconds!

That’s why it’s crucial to be concise on your landing page. Make your offer clear with a bold title and avoid long paragraphs of text. If there are multiple benefits people can get by taking advantage of this offer or a fairly complex explanation of your services, try bullet points instead. And if there’s information that’s not crucial or doesn’t need to be elaborated on, cut it.

And make it easy for people to take action. Keep your CTA specific, and try to only require the information you absolutely need from a potential client. The easier it is for someone to fill out your form, the more likely they are to actually submit their info.

 

Be Informed

There’s no “one size fits all” for landing pages. Depending on the type of business you are, what you’re offering, and the information you want to convey, your ideal layout will be different. That’s where A/B testing can be helpful. Try two different versions of your landing page and see which generates the most views and submissions.

If your landing page includes a call-to-action (and most good ones should!), do a little research on language, as well. How you phrase your CTA can make a big difference in whether people will take you up on your promotion. For example, a tone that sounds offering and generous can be more successful than a tone that’s demanding. Getting more leads on your landing page could be as simple as switching your CTA from “Book Now” to “Get Your Appointment.”

 

Never Underestimate Layout

Now that you know what you’re going to say and how you’re going to say it, it’s crucial to lay out your landing page the correct way. Studies have found layout to be a major factor in website performance, so take the time to make sure everything is clear and visually appealing.

Not sure where to start when it comes to designing your layout? Start with some rules of thumb:

  • Make the CTA button pop in a contrasting color or a clear font
  • Place your CTA button above the fold (i.e. users shouldn’t have to scroll down to see it)
  • Stamp on your studio’s logo somewhere easy to spot
  • Minimize the visuals. Don’t clutter your landing page with too many pictures as that can decrease click-through and also cause your landing page to load more slowly.
  • Try adding proof. If you’ve got some testimonials about what you’re promoting, you can add those underneath the CTA

And don’t forget to make your landing page mobile friendly! With over half of website visits happening on a mobile device, it’s important to make your landing page mobile-responsive so it’s still clear, organized and easy to read from any device.

 

When it comes to designing the perfect landing page, there are a lot of important points and strategies to keep in mind. That’s where SWETI Services comes in. We keep all of these guidelines (and more!) in mind when designing pages for your studio.

To learn more about how we can generate leads and drive conversions for your studio, schedule a free marketing review with our team.

 

 

Nicole Gartside, Content Marketing Strategist

This blog was co-written with our partners at Club OS

 

Setting prices for your studio is arguably one of the most important business decisions you’ll make. You’ve built a great space, you’ve hired a killer staff, and now you need to get people in the door. Price your classes or memberships too high, and you’ll scare away potential members. Price them too low, and your business won’t turn a profit.

When it comes to setting prices for your studio, remember that less is more. Keep your membership and purchase options clear, condensed, and competitively priced. How can you make that happen? Let’s break it down:

 

#1: Look At Your Demographic

Look at who your studio is appealing to. Do you have an upbeat, high-energy class that millennials would flock to? Is restorative yoga for the aging body your specialty? Clearly lay out the age demographic of your ideal clientele as well as their average income. Honing in on who you’re hoping to reach will keep your pricing competitive and reasonable, ensuring you’re bringing in the right people who will stick around. Our partners at Club OS recommend that you create a digital lead form that every prospect fills out. This will allow you to capture demographic information, making it easier to define your prices.

If you’re appealing to a wealthier, high-end clientele, for example, consider a more expensive, all-encompassing price. Members with a bit more money to spare are less likely to be turned away by a higher price tag, but may get frustrated by regular additional charges or add-ons they need to deal with. Think about SoulCycle, for example: The price per class is around $25, but it includes your shoe rental, towel service, and use of the studio’s facilities before or after your class. Consider a higher class price or monthly membership that includes all the bells and whistles if you’re looking to reach high-end users.

That said, if your studio appeals to a mass market instead, a lower starting price may be to your benefit. A more expensive base price may cause a little sticker shock to folks just looking to hit the gym a few times a week. If your ideal members are younger, “price-elastic” consumers, consider an optional pricing model. This would mean that your regular or entry-level price is lower, but members can pay for upgrades like personal training, towel service, or group exercise classes. The low starting price point will get members to join, and then you can entice them with the additional services that come at an extra charge.

The more options you offer also allows you to be more specific in your marketing and communication. Our partners at Club OS know the importance that communication plays in keeping your members around, and if you know what they are interested in and willing to pay for, you can customize your communication around that.

(Memberships aren’t the only way your studio can drive revenue for your studio. Check out our Guide to Promoting Retail at Your Studio.)

 

#2: Do Your Research

Think of a successful competitor in your area -- one who you admire that appeals to a similar demographic as your studio. What’s their pricing model? That doesn’t mean you should swipe the exact membership and class options they offer, but it can definitely give you an idea of what people in your area are willing to spend. If a competitor’s prices aren’t readily available on their website, you can still get an idea of how their memberships are set up with sites like Yelp or Google+. See why their members stay.

Our partners at Club OS have seen gyms and studios find success in sending out surveys to their current members, as well. Send out a survey that has some questions about your gym, and include a question about price. Most people will want a lower price, but it will help you find a happy medium based on feedback.

Dig into the industry standard pricing for your type of studio too. If you run a yoga studio, for example, you’ll likely want to offer both a class pack and an unlimited membership to accommodate the dedicated yogis as well as the athletes who just want to drop in here and there. But on the other hand, if you run a gym that focuses on self-directed workouts in your open space, you’ll probably want to offer one or two membership tiers, as well as additional package prices for personal training or specific classes.

 

#3: Keep It Simple

Did you know restaurants that offer more than seven food options per category actually overwhelm and confuse guests? The same goes for fitness studios. If people have too many choices when it comes to memberships, it’s more likely they won’t choose anything at all. Make it easy for your clients to choose which membership will work for them and understand what’s involved.

Which types of class packs or prices you offer will likely depend on what kind of business you have, so refer back to your research to see what your industry standard is. There’s no magic number when it comes to how many options you should have, but see if there’s overlap in your offerings. Are two of your membership options pretty similar with only one or two differences? See if you can combine those into one option to simplify your pricing model.

Keeping your pricing simple not only benefits your members: it benefits you! When you’ve got just a handful of pricing options, it’s easier to make sales predictions and membership goals for your business. When you limit the number of purchase options, you can get a better idea of which are most popular and how many of each you typically get in a month.

 

So, if you’re setting prices at your studio for the first time or looking to streamline your existing options, just remember: less is more.

 

Club OS is the leading technology solution for lead and member management in the fitness industry. With features such as texting, scheduling, automated follow-ups, email marketing, and more, Club OS is the tool you need to increase revenue.

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If you could use help marketing your studio's memberships, SWETI Services can help. Book a free marketing review with our team to get in -the-moment feedback on your current marketing efforts.

 

 

Nicole Gartside, Content Marketing Strategist