Barbell Wellness provides physical therapy, rehab, and injury prevention to serious lifters in pain. They also provide online training. All of this is provided by a Doctor of Physical Therapy who specializes in clients who lift. As a result, they take a much different approach compared to typical physical therapy.
The 4 most important aspects of a good landing page are:
Dream Outcome
You should be selling the vacation, not the plane ride. What’s more enticing? sitting in white sand looking out in crystal clear water, sipping on a marg. Or sitting on a cramped plane sandwiched in your seat. The beach is the vacation, the plane ride is the process to get to the beach. When marketing, skip over the process and get straight to the vacation.
Barbell Wellness is a service for weightlifters, bodybuilders, and fitness enthusiasts. It helps heal injuries and get you back into the gym. The headline is “WE HELP SERIOUS LIFTERS SMASH PERSONAL RECORDS WITHOUT PAIN”. It makes the dream outcome very clear. Working out without pain.
Increased Perceived Likelihood of Achieving
The most effective way to do this is through testimonials. If customers see other people reaching success they will believe they can too.
Another effective way to do this is through guarantees. This lowers risk. It increases the chance of the dream outcome because there is no risk.
Towards the bottom of the page, there are multiple testimonials from past clients. Potential read these and put themselves in their shoes. They see these people made it and they believe they can too.
Decrease Time Delay
Get your client results yesterday. If you are a weight loss coach this may mean manipulating diet to lose weight fast. If your client wants to lose 10 pounds in a month you could lose 2.5 pounds a week. Or you could lose 5 pounds in the first week and 1.33 pounds in the remaining weeks. The result is the same. But, you got the client immediate results. This means they are more likely to stick around.
Barbell Wellness breaks up its system into a 3 step process. This makes it seem easy to work with them making the process seem quick and efficient. They also mention how most people feel reduced pain as soon after the first session.
Decrease Effort and Sacrifice
You need to make the process easy. This means making onboarding as easy as possible.
Is the prospect going to have to change how their habits or can it easily fit into their daily life?
Barbell Wellness says you don’t need to spend more time in the gym. You also don’t need to meet multiple times per week. You can work on your own schedule. These all make the effort and sacrifice seem lower. They make it a no-brainer to commit.
Attracting The Right Customer
When marketing you should always be speaking to your ideal customer. The headline explicitly says they help serious lifters with pain. There is also an image of someone deadlifting. This turns away anyone not into serious lifting. It also makes seriously lifters feel like this is the right place for me.
Clear Call to Action
The call to action is very clear and simple. It tells the customer to chat with the customer. This is a very low-pressure CTA and leads prospects to a contact page to enter their contact info. Sometimes it can be beneficial to use a more direct call to action such as clicking to schedule an appointment. However, a gentler call to action is a good way to catch many people. It lets you collect emails and build the connection later.
