Beginners search for permission as much as for a class. The phrasing is tentative, the doubt is about belonging rather than ability, and a page written kindly converts far better than one written impressively.
Purpose brings the committed. Back pain, stress, sleep and pregnancy bring in people with a specific problem, and they arrive ready to attend weekly rather than to try something once.
Style names come from existing practitioners. They are useful for attracting people who have moved to the area, but they are a small audience compared with everybody who has never been on a mat.
The waves are predictable. January and September bring the same surge of intentions every year, and the pages that catch them should be in place a month before rather than during.