Optimizing Your Program Page for Sales

Your program pages are like the storefronts for your business: they need to be clear, inviting, and make potential clients think, “This is exactly what I’m looking for.” Chances are, if they’ve clicked on your program page, they’re already interested. The way you present your program can make or break their decision to purchase.

Lucky for you, TrainHeroic has a template on the backend, so all you need to do is take some time to fill in the blanks and upload photos to make your program look as professional as you are. There are a lot of blanks to fill in, so let’s walk through some of them.

Select your program from your library, then click the settings gear button on the right. Under the “Sell My Programming” tab, click “Edit your Sales Page” to open up your program’s landing page.

What Makes a Great Program Page?

Everything is laid out for you with editable blocks for each section on the page. Here’s a breakdown of what your program page should include:

• Clear and Specific Program Name: Be descriptive and catchy (if possible). A title like “Strength for Beginners: Learn Foundational Movements” works better than “Strength Program 1.”
• Attention-Grabbing Tagline: This is the first thing your future athletes read when they click on your program — position your program as the solution to their problem!
• Engaging Description: Use this space to explain who the program is for, what they’ll achieve, and why it’s different. Only use jargon that your audience understands.
• High-Quality Visuals: Include images or graphics that represent your program’s focus, like athletes in action or clean, branded banners.
• Sport Type Tags! Don’t forget to add tags under “Marketplace Filters” → “Sport Type” in your program settings so athletes can see your program when they search through the marketplace.

Dave Spitz of Cal Strength does an excellent job of using the available templates on his sales page for Cal Strength Club — take a few minutes to skim over it and see how one of our top sellers does it well.

Tackling the Description Box

That big, empty space below your program title needs some quality words in it. Let’s start by nailing down a value prop. Your value proposition is a clear, compelling statement that explains why athletes should choose your program over others. It usually answers three key questions:

1. What problem does your program solve?
2. What results can athletes expect?
3. Why is your program unique?

A strong value prop speaks directly to your ideal client and focuses on the outcomes they’ll achieve, not just the workouts they’ll do.

The next few blocks call for features and benefits. It’s essential to understand the difference between the two so you don’t focus too much on one or the other.

• Features: These are the specifics of your program, like “4 strength workouts per week” or “video tutorials for every exercise.”
• Benefits: These explain how the features help athletes, such as “Build strength consistently with structured, easy-to-follow workouts” or “Perform exercises safely and effectively with expert guidance.”

Lead with benefits to capture attention, then support them with features to build trust. This approach helps potential clients see how your program will directly improve their training and results.

Here’s what our example program page is looking like:

A Note on SEO for Visibility

We talked about it a little bit in Part 2, but SEO (Search Engine Optimization) isn’t just for websites — it can help athletes find your programs in the TrainHeroic marketplace. Use targeted keywords naturally in your program title and description to improve discoverability. In our example profile “Murph training plan” serves as the keyword and something our target athletes are likely searching for.

• Example Keywords: “hypertrophy program for beginners,” “strength and conditioning for runners,” “functional fitness workouts”

Pricing and Packaging Your Programs

In Part 2, we touched on how to price your programs. Setting the right price for your program can feel tricky, but remember: pricing isn’t just about covering your time; it’s about the value you’re delivering.

Competitive Pricing

Research other programs in your niche to get a sense of market rates. Consider offering an introductory price if you’re just starting or bundling multiple programs to increase perceived value.

ICYMI in Part 2: “As a general reference point, most programs (one-time purchase) range from about $29 to $69. Monthly subscriptions for ongoing, dynamic teams range from around $10 to $49 per month. Do a little research and see what other coaches in your niche are offering. Over time, as you gather more clients and feedback, you can adjust your pricing to reflect your program’s value.”

Show Your Value

Highlight measurable results, like “Gain 5 lbs of muscle in 12 weeks” or “Add 20 lbs to your deadlift in 8 weeks.” Clear outcomes help potential clients understand what they’re paying for.

Promoting Your Programs

Once your program page is optimized, the next step is to promote it effectively. Here’s how to get the word out and drive sales.

Leverage Social Media

This one feels like a gimme, but social media really is your best friend for spreading the word that your programs are finally up for grabs. Platforms like Instagram, TikTok, and LinkedIn are great for connecting with people — just make sure you’re putting your effort in the right place for the audience you want to target.

Here are a few ideas for different types of content you can use to get athletes clicking on your sales page:

• Post Workout Clips: Share short videos of exercises or workouts featured in your program.
• Countdown to Launch: Build excitement by teasing your program launch date.
• Client Wins: Highlight testimonials or progress photos from past clients to showcase real results.
• Tag @TrainHeroic: Engage with TrainHeroic’s social media for amplification!

Pro Tip: Use a mix of static posts, reels, and stories to keep your content dynamic and engaging.

Engage Existing Clients and Build Trust

Your current network (think friends, parents, siblings, cousins, etc.) is a goldmine for selling your programs — they already trust you and your coaching. Here’s how to engage them while building credibility with potential new clients.

Encourage Reviews and Testimonials
Ask your early clients for honest feedback and display their quotes on your sales pages. Reviews add social proof and build trust with new athletes who may be on the fence about signing up.

Upsell as a Natural Progression
Pitch your programs as the next step in your clients’ journey. For example, if a client just finished a four-week foundational program, suggest they level up with an intermediate or advanced option. Frame it as an opportunity to keep their momentum going and continue making fitness gains.

Use Exclusive Offers
Reward loyalty by offering early access or discounts to your existing clients. It’s a great way to make them feel valued and drive initial sales.

Highlight Success Stories
Share the wins of clients who’ve completed your programs. Did someone add 50 lbs to their squat? Drop a race time? Highlight these achievements on your profile, sales pages, and social media. Use a mix of written testimonial and video interviews if possible!

Start Selling with Confidence

Selling programs on TrainHeroic is about more than just posting a workout plan; it’s about presenting yourself as the coach who can deliver real results. By optimizing your programs’ sales pages, pricing strategically, and promoting effectively, you’ll set yourself up for huge success in the marketplace. All of our star sellers have these things dialed in — and we think you’re next!

Ready to sell your first program? Log into TrainHeroic and get to work on your marketplace presence today! Right now! We believe in you.

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