How to Create a Sales Landing Page That Converts
When it comes to growing your fitness business, a high-converting landing page can be the difference between potential customers signing up or clicking away. But what makes a landing page effective, and how do you design one that turns visitors into paying clients?
That’s where the Storybrand technique comes in. It’s a method that guides your potential customer through a clear, engaging narrative that positions them as the hero of the story—and you, as the guide with the solution they need.
What is the Storybrand Technique?
The Storybrand framework, popularized by Donald Miller, helps businesses clarify their messaging by telling a simple, customer-centric story. Here’s the breakdown:
The Customer is the Hero: Position your potential customer as the hero of the story.
Your Business is the Guide: You play the role of the guide, offering them a plan.
Identify Their Problem: Show that you understand their challenges.
Offer a Clear Plan: Provide a simple solution to help them achieve their goals.
Call Them to Action: Give them a clear next step to take (your product or service).
Success/Failure Stakes: Illustrate the success they’ll achieve or the problem they’ll avoid if they choose your solution.
Now, let's dive into how to apply this to your landing page.
Step 1: The Headline (Clarify the Problem and Solution)
The first thing your visitors see on your landing page should speak directly to their problem. Use a short, punchy headline that immediately grabs their attention and connects with their pain points.
For example, if your target audience struggles to stick with their fitness routines, your headline could be:
“Struggling to Stay Consistent with Your Fitness Goals? We Can Help.”
This hooks the reader by addressing their problem, setting you up to present your solution.
Step 2: Tell Their Story (Make Them the Hero)
Once you’ve identified their problem, the next step is to empower your potential customer by showing them how they can succeed. Use empathetic language to show you understand their journey, followed by how your product or service is the guide they need.
For example:
“We know how hard it can be to stay motivated—juggling work, life, and fitness can feel overwhelming. That’s why we created an app that gives you the structure and community support you need to crush your goals.”
Step 3: Offer a Simple Plan (Your Solution)
The next section should clearly outline how your product or service is the solution to their problem. Break it down into simple steps that make it easy for them to visualize how your plan works.
For instance:
Sign up for your latest challenge / program
Schedule time for 3 x 20-min workouts a week
Join a community that keeps you accountable and motivated
Step 4: Create a Clear Call to Action (CTA)
Don’t leave your visitors wondering what to do next. Use a strong CTA button that stands out on the page and encourages immediate action. Make it clear and specific, like:
“Start Your Free Trial Today”
“Join Now and Invest in Yourself”
Placing CTAs throughout the page—at the top, middle, and end—gives potential customers multiple opportunities to convert.
Step 5: Show the Benefits (Illustrate the Transformation)
This is where you showcase the outcome they’ll experience if they choose your product or service. Use testimonials, case studies, or before-and-after success stories to show how your solution has worked for others.
For example:
“Hundreds of mums just like you have used our programs to take control of their wellbeing and show up as a better mum as a result. From gaining strength to finding calmness and feeling more confident, the possibilities are endless.”
This provides social proof and paints a picture of the success your product will bring.
Step 6: Highlight the Stakes (What Happens if They Don’t Take Action?)
It’s important to subtly show what might happen if they don’t solve their problem. This raises the stakes and motivates them to take action.
For example:
“Don’t waste another year feeling stuck or frustrated. Take control of your fitness journey today and start to feel real results.”
This adds urgency and reminds them why they’re on your page in the first place.
Why Use Squarespace for Your Landing Page?
Now that you’ve got a clear plan for building your landing page, let’s talk about how to bring it to life. Squarespace is a great option for setting up a professional, aesthetically pleasing landing page quickly. It offers:
Beautiful templates that are easy to customize for your brand
Drag-and-drop functionality—no coding required
Built-in analytics to track conversions and optimize your page
Mobile optimization, so your page looks great on any device
Plus, if you need help getting set up, our team at Sudor is here to assist you in creating a landing page that’s not only visually stunning but optimized for conversions.
Ready to take the next step? Whether you’re launching your first app or leveling up your existing business, we’re here to help you build a landing page that converts.