You’ve decided to run Facebook ads for your gym—and they’re working, but your landing page isn’t getting any clicks.
Well, you might be breaking one—or several—of our Top 5 landing page rules for Facebook ads in the fitness business.
Read on to find out how to adjust your Facebook ad landing pages so the leads gush through your fitness funnel. (Or just click here if you want Gym Lead Machine to solve your landing-page issues.)
Rule 0: Do Not Send People to Your Gym Website Home Page
Before we get into the other five rules, let’s be clear: Most website home pages have a lot of info and options on them. That’s bad if you’ve created ads to try and get people to do “The One Thing.”
With Facebook ads for gyms, you don’t want people to do one of many things. You don’t want to give them options. So focus on The One Thing: your ultimate goal for your campaign.
To accomplish that goal, you must have a specific Facebook ad landing page for fitness. Your ad campaign must push people to this page. And every single thing on that page must push a viewer to do The One Thing.
Resource: “Teardown of 8 Gym Landing Pages”
Rule 1: The Facebook Ad Landing Page for Fitness Must Be Ultra-Clear
If you already have your landing page built, show it to a friend for exactly five seconds. Then ask the person to tell you what you’re offering.
If the person can’t give you the correct answer right away, your fitness landing page is subpar.
Busy, distracted people can click a billion things on Facebook. And they see hundreds of ads for fitness. If you manage to earn a click through your gym’s Facebook ad for coaching, you must present your offer clearly and swiftly. Be direct rather than clever. Build value fast by solving problems for your ideal client.
Bad: “The best gym community in Atlanta!”
Good: “Get fit in just 90 minutes a week.”
Rule 2: Do Not Omit Essential Elements From Your Facebook Ad Landing Page
Your fitness landing page will be dead in the water without the following elements:
- Headline—The offer, stated clearly and in a way that creates the greatest value.
- Supporting line—A very brief but slightly more detailed explanation of how the offer works. Bonus points awarded if this line creates a sense of urgency around your offer.
- Media—A picture or video that will connect with your ideal client.
- Call to action (CTA)—A simple, direct push to do The One Thing, usually via a very prominent clickable button that is always visible.
- Social proof—Testimonial proof from real people who have had success with your business.
You can add other elements people can find by scrolling, but the five things listed above must be your first and foremost consideration on your Facebook ad landing page. You can—and probably should—add features and benefits sections, FAQs, objection-handling copy, and even more social proof further down the page. But when visitors first arrive from your gym’s Facebook ad, you have seconds to convince them to take action.
Make sure everything that’s immediately visible is designed to show the value of your offer and motivate a viewer to take action.
Rule 3: Test Everything and Track Metrics
We’ve seen it time and again: Facebook ad landing pages for gyms that contain dead links, expired offers, outdated language and other funnel cloggers.
Worse, the owner is often spending money to get clicks to the page but doesn’t know the funnel is broken. This is literally wasting money and reducing the status of your brand by frustrating people who try to take action.
The fixes are simple:
1. Test Your Funnel—Regularly
When you create your landing page for fitness services, jump into it like an outsider and click everything to make sure all elements do what they should.
- Is the offer current?
- Are all links working?
- Are your forms capturing contact info?
- Are staff members alerted about the conversion immediately?
- Are promised assets supplied when the form is filled?
- Is the contact info fed into your email list?
- Are your lead-nurturing automations triggered—and have they been updated to reflect the current offer?
If everything is working, make notes on your calendar to test the Facebook ad funnel for your gym at intervals just in case. If you do, you’ll know if something breaks or expires so you can fix it fast.
Track Your Metrics—All of Them
Marketing is a numbers game, and if you don’t track metrics, you’re going to lose.
For example, if you aren’t monitoring clicks on your gym’s Facebook ad, you might be wasting money with a poor video, a bad picture or unclear ad copy. And if you aren’t tracking action after people click into your landing page for fitness and nutrition coaching, you might be shooting yourself in the foot with that page.
Let’s say your studio’s Facebook ad is absolutely killing it, but none of the many visitors take action on your gym landing page. That means the ad is great but the landing page is weak—or maybe broken. You’ll need to adjust your landing page—but you won’t know if your changes had an effect unless you compare your numbers.
Don’t fly blind. Run the numbers, then make informed changes to optimize your gym’s Facebook ad landing page and earn more conversions. Then run the numbers again.
Rule 4: Ask for Minimal Info and Obtain Contact Info Immediately
You know what sucks? Filling out 10 boxes in a form.
Who wants to do that? Who has time to do that? Almost no one, and a long form can do a lot to convince a willing clicker to back out and return to scrolling memes on Facebook.
Here’s some great advice from Carena Marchi at Mirabelsmarketingmanager.com: “When considering what fields to include in your form, less is always more.”
What do you actually need right away? Very little. Probably just one piece of contact info. Maybe a first name, too. But maybe not. If you get an email address or phone number, you’ve won. Be sure to get that as soon as someone clicks your button to take action. That way, you can contact the person again no matter what happens next.
In some cases—like a marketing campaign designed to build a gym’s mailing list by offering a lead magnet—the contact info represents a full victory. In other cases, you’ve got another goal, like getting someone to purchase a personal training package or book a free consultation. After you’ve got the contact info, move the person to your booking, sales or thank-you page—but keep it as simple as possible there, too.
There is one qualifier to this rule: Some gyms might use a more detailed info-gathering process to screen out people who won’t be a good fit or to acquire information that can be used in the sales process. That’s cool, as long as you know what you’re doing. Just be aware that many people view lengthy forms as tedious, and many others view them as “prying.”
When in doubt, collect only the info you absolutely need so people keep moving down the funnel quickly.
Rule 5: Use a Very Clear, Very Simple Call to Action
There are places to be clever, but your call to action is not among them. Similarly, the Facebook ad landing page for your gym or studio is no place for beating around the bush.
Be direct when you want people to act. Tell them to do The One Thing:
- Book a free consultation!
- Sign up now!
- Get the free guide!
- Learn more!
- Download now!
- Watch the video!
Bonus rule: Make sure that they can take action without having to scroll or search for a button. Your CTA button should be obvious so visitors can hammer it the instant they get the urge to do so.
Facebook Ad Landing Pages That Create Gym Members
If you’re not getting the results you need from your gym’s Facebook ad campaign, your landing page could be the issue.
Review it now with our five golden landing page rules in mind. Then make adjustments to improve your gym’s conversion rate.
And if you want to take a shortcut to professionally designed landing pages that convert, talk to us today.