So what’s the point of having a landing page when you already have a website with all your information about your business? I get this question asked a lot. First, let's clarify the difference between a landing page and a website and when you should use one over the other.

A website is like your company’s brochure. Where you list everything there is to know about your gym or studio and explain to customers what makes you unique. There are multiple pages that people can click through on your website to give them information such as testimonials/reviews, blogs, membership/pricing, classes, booking/scheduling system, contact and more. In the header, there will be multiple navigation options for people to learn more about your company.

A landing page is a standalone page with no navigation at the top. Landing pages are primarily used for promotions or incentives that you want to offer new people meeting your company for the first time. They’re great for testing different elements really quickly such as messaging and offers that your company wants to provide.

Having both a website and landing page is vital to any business and especially gyms or studios. So why is it that websites are bad for marketing compared to a landing page. Well, let's start off with what's the point of a marketing campaign. The point is usually to get new potential members in the door and build a rapport with them. A landing page can focus on the offers or specials that your gym or studio wants to give new potential members with no distractions. It has a clear goal for them to either call or schedules an appointment to come in.

The wording on most websites are very generic but on a landing page, you can tailor the messaging to a specific audience such as someone who is a beginner or someone who is looking for a trainer. Being able to tailor your messaging is important for marketing campaigns since most marketing platforms such as Facebook or Google will scan your landing page for relevance. Relevance is vitally important in marketing because it will rate how well the page is speaking to potential prospects. Does the words that a new potential member who just googled show up on the page, is it talking about what they wanted when they search for you. An example is if I google hot yoga does the page talk about hot yoga or is just a generic page. Tailoring your messaging and speaking directly to that person and their needs will more likely get them to book an appointment to show up.

There is no doubt about it, we are living in a connected world. Through digital marketing campaigns, landing pages can be a great asset to get new potential members through the door.