Gym Website: 3 Ways to Increase Lead Conversion

Generating traffic to your fitness or gym website is only the first step of the conversion funnel. The next goal, which is essential to the fitness business result, is to get your visitors to take action – fill out a form, make phone calls, book place for your training or buy membership online.

Here are 3 proven ways to convert leads online:

1. Provide valuable content on the landing page

People increasingly expect fitness and healthcare services to speak directly to their individual needs. They will visit your web site because they are looking for answers. If you want to make them stay, return or convert, provide them with the necessary information to the point and in brief.

You can clearly explain how your fitness, gym or healthcare club will solve their problem by listing its benefits. It is proven that customers will remember up to three features of your services even if you describe ten (but which three of those ten depends on the unique customer).

It is good to use testimonials on the landing page in order to build trust. You can also provide additional value as incentive to fill out the form – bonus, discount, free visit, postpone option for the membership start date.

2. Position tangible but clear call-to-action button/s

Conversion process must be quick and easy. Your customers should not try to figure out how to buy or where to click. Provide a form as simple as possible and clear call-to-action for optimal results. Positioning conversion elements above the fold will prevent long scrolling. In terms of conversion elements, which include form, buttons and links, it is better to use buttons, because they are more clickable, especially on mobile devices.

Do not distract your users with too many options. The landing page should be focused on one specific action, because if you give your customers more choices, it will be easier to choose nothing.

3. Create a “Thank you page”

By creating “Thank you page” you can engage the user with the next step and build a long-term relationship. You can offer to them related fitness services and products or content, to invite them to follow your pages in the social media, to visit your blog or to subscribe to your newsletter. 

And the key factor for increasing conversion in your gym website is to keep testing. Test different call-to-actions, an alternative page layout, simpler navigation, better content and even offer to find which one performs best. Find what works for your fitness brand and for your customers.


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