What stops most people is not the price, it is walking in the first time. Photos of the actual room, what to bring, where to change and how busy it is at seven in the evening remove more objections than any offer.
The timetable is the most visited page on the whole site. As an image or a PDF, Google cannot read it and phones display it badly; as a page, it brings sign-ups.
Behind every enquiry sits the same question: how easy is it to leave. Contract length, notice period and whether a first session costs anything get searched for before anybody looks at the classes.
The practical detail decides the first visit: changing rooms, showers, lockers, parking, whether there is somewhere to leave a bike. It is what people check on the way out of the price page.
Be explicit about contact. Which classes involve none, when light contact is introduced and whether anybody is ever obliged to spar belongs at the top of the page, above the timetable and above the coaches.
Separate the fitness class from the fighting. Somebody wanting to hit pads for an hour and somebody preparing to compete need different sessions, different coaches and different pages.
Write for parents separately. Discipline, confidence and how the gym handles a child who is being bullied is what a parent is really asking, and it has nothing to do with technique.
Explain gradings honestly. Outsiders find belts opaque and faintly suspicious, so setting out what each level means, the months between them and the fee attached reads as a real syllabus rather than a way of selling ribbon.
The objection is getting punched in the face. Saying plainly that beginners do not spar, when contact starts and that it is always optional removes the reason most interested people never come.
Two people are being sold to. An adult wanting fitness and a parent worried about a bullied child are looking at the same gym for opposite reasons, and neither should have to read the other's page.
Written to remove the fear rather than sell the sport: contact explained precisely, fitness separated from competition, a page for parents and gradings made transparent.
The sentence that gets somebody through the door: nobody hits you in your first month unless you ask them to.
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