Most first-timers reach an intro offer from somewhere else. Usually an ad, or a link in a friend's message. They land on one page and decide, fairly quickly, whether this is a studio they could walk into on a Tuesday evening.
That page has one job: make the first class easy to book. Most intro offer pages try to do several other jobs as well, and the booking gets a little lost among them.
One offer, said once
Put the offer at the top, in one line, in plain words. What they get, how long they have, what it costs.
An example, with made-up numbers: "Three classes in your first 30 days. 45." That is the whole headline. No countdown timer.
If you run two intro offers, pick one for this page. A choice between a two-week pass and a three-class pack is a small decision for you and a surprisingly large one for someone who has never been in the room.
What the first class is like
Underneath the offer, answer what a nervous beginner actually wants to know. Keep each answer to a sentence or two.
"New to reformer? Every class is open to beginners. Your instructor will show you the machine before you start."
"Arrive ten minutes early. Grip socks are required. We sell them at the desk if you forget."
"Classes are 50 minutes and capped at eight people."
One honest photo of the room helps more than a gallery. Real light, real people, the space as it looks on an ordinary weekday.
One button
One button, with a clear label. "Book your first class" or "Buy the intro offer" both work. Repeat the same button once further down for people who scroll, and nothing else that asks for a click.
Where that button goes matters. If it opens a different site with a different logo, a log-in screen and a list of every pack you sell, some people will stop there. Better to keep the purchase on your own page, with the intro offer already selected. Most booking systems have a widget or a direct link for a single offer. It is worth the half hour it takes to find it.
What to leave off
The full price list. Memberships and 20-packs are for later, and showing them now turns a yes-or-no decision into a comparison.
The main navigation, or most of it. A page reached from an ad does not need links to the blog, the team and the shop. A small logo that goes back to the homepage is enough.
Long terms. Keep the conditions that affect the first visit, such as expiry and cancellation, in one short line under the price. The rest can live on the pricing page.
Pop-ups. Someone who arrived to book a class has already said yes to the main thing.
Where to link it from
The page only works if people reach it. Link to it directly, not to the homepage, from:
the homepage, as the first button a new visitor sees;
your Google Business Profile, as the booking or website link;
every paid ad, and the link in your Instagram bio;
the reply you send when someone asks how to start.
Give the page a short address, such as /intro, so it is easy to type into a message or read out at the desk.
After the button
The page brings people in for the first class. What turns that into a membership happens over the next few weeks: a note after the first visit, a reminder before the offer runs out, a sensible next step. We wrote that part up in intro offers that turn into memberships: the first 30 days.
A two-minute phone test
Open the intro offer page on your phone, on mobile data, as if you had just tapped an ad. Time how long it takes to go from the page to a confirmed booking. Count the screens and the log-ins along the way.
Then ask someone who has never been to the studio to do the same, without help. Wherever they pause is the next thing to fix. It is usually smaller than expected.
If you'd rather we looked
Our free website check comes back with three specific fixes within two business days. If the intro offer page is one of them, the Site Tune-Up ($350) builds it on your own site and puts the booking button where people can use it.
