Conversion Optimization 101 for Fitness Sites

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websites for yoga studios

Your fitness business needs a website in order to get discovered by individuals performing Google searches in your area. But simply having a website is not enough. What happens when visitors arrive on your site? Do you have the necessary items to convert these prospects into potential members?

Conversion optimization is a tactic for increasing the percentage of visitors to a website that convert, or take a desired action on the site. It is simple to implement and will have a huge impact how prospective clients interact with your site.

Check out our latest checklist to learn more about converting site visitors into prospective members

You will need the following key items in order to ensure your website is optimized for conversions. All will need to be “above the fold” which refers to the upper half of a webpage that appears without someone having to scroll.

Phone Number

Your phone number needs to be towards the top of the page so that anyone coming to your website can quickly call you without having to search throughout your site. 37% of mobile users claims that a phone number is the most important piece of information on a website. Therefore, it’s best practice to make sure that it is set as “click to call.”

sphinx crossfit phone and email (1)

Email Address

We recommend having your email address visible at the top of the website for convenience. Having the email as a “click to email”, will allow it to work on any device or browser as long as visitors are logged into their email. You generally want to make sure that your email address matches your URL and not a Gmail or Outlook address.

Clear Call-to-Action

A call-to-action, or CTA, is a specific instruction for your visitors to take. The CTA needs to be big and bold and tell the user what you want them to do. Want them to sign up today? Tell them. Want them to read a testimonial? Tell them.

Here are a few examples:

  • Schedule your free trial
  • Sign-up today
  • Request additional information

pro tkd call to action

Lead Forms

Zen Planner’s lead forms are a great way to collect information from prospective members and automatically transfer that information into your Zen Planner database. This will trigger an automated task for a staff member to follow-up with the lead as soon as they submit their information.

Responsive Design

Ever visited a site on your phone that you have to continuously zoom-in on in order to read the content? Responsive design refers to your site’s ability to be properly viewed on any device, whether it’s a mobile phone, tablet, laptop or desktop. It ensures a great looking site on every device and in turn gives your potential clients a great experience. Having a responsive site can also help your rankings on Google. Ensuring the conversion optimization is properly set up on your site will ensure you’re getting the most out of your website, and that it’s acting as a lead generation machine.


Conversion optimization is an important strategy to ensure you’re getting the most out of your website. Learn more about converting visitors into prospective members in our latest checklist, 10 Things Your Fitness Business Website Must Have.

gym website checklist

Lauren Holland

Lauren Holland, Customer Success Team

Zen Planner

Lauren is a sales and service professional who’s been with the Zen Planner team almost a year. She loves attending her local CrossFit® box, as you can tell. She also enjoys being outside hiking and spending time by the water.

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