Your product page is where potential customers decide whether your training program is right for them. A well-crafted product description does more than list features; it showcases your expertise, highlights what sets you apart, and helps customers visualize the value they'll receive. This article covers best practices for creating compelling product descriptions that convert browsers into buyers.
Table of Contents
Why Product Descriptions Matter
Your product description is your opportunity to turn your playbook into a product. Coaches who invest time in creating detailed, engaging product pages see higher conversion rates. Customers can clearly understand what they're purchasing and why it's valuable. Think of your product page as your chance to have a one-on-one conversation with each potential customer—use it to demonstrate your knowledge and establish trust.
Showcase Your Expertise
Your training philosophy and experience are what differentiate you from other coaches. Use your product description to highlight what makes your approach unique.
Position yourself as an expert by:
Explaining your methodology and training philosophy
Sharing your credentials and experience working with similar athletes
Describing the specific outcomes your program delivers
Including testimonials or results from past clients (where appropriate)
Demonstrating your understanding of your target audience's goals and challenges
Example approach: Instead of simply stating "12-week strength program," write: "This 12-week progressive overload program is designed for intermediate lifters ready to break through plateaus. Drawing on 10+ years of coaching competitive athletes, this program systematically builds strength through proven periodization principles."
Write Clear, Targeted Descriptions
Your description should immediately communicate who the program is for and what value it provides. Be specific about duration, difficulty level, and expected outcomes to help customers self-select.
Bridge Tip: Use language that speaks directly to your target audience.
Key elements to include:
Program Duration: Specify the exact length (e.g., "8 weeks," "12-week program," "4-week intensive")
Difficulty Level: Clearly state who this program suits (beginner, intermediate, advanced, or specific experience requirements)
Target Audience: Describe the ideal customer for this program
Example: "Perfect for former high school athletes returning to training after a break" or "Designed for busy professionals who can train 3-4 days per week"
Value Proposition: Explain the specific benefits and outcomes
What will customers achieve?
What problems does this program solve?
Why is your approach effective?
Program Structure: Give customers insight into how the program is organized
Training frequency (days per week)
Session length (approximate time per workout)
Program phases or progression model
Include Media to Increase Engagement
Adding media to your product pages dramatically increases conversion rates. Visual content makes your page more engaging, helps customers visualize what they're purchasing, and builds credibility.
Bridge Tip: Product pages with media and detailed descriptions convert significantly better than text-only pages. Customers want to see what they're getting before they buy.
Why Media Matters
Increases Conversion: Product pages with videos and images convert significantly better than text-only pages
Engages Your Audience: Visual content captures attention and keeps potential customers on your page longer
Builds Trust: Seeing real footage of your programming or facilities helps establish credibility
Clarifies Value: Media allows customers to visualize exactly what they'll receive
What You Can Include
Videos:
Embed videos directly on your page using YouTube, Vimeo, or Instagram links
Create welcome videos introducing yourself and your coaching philosophy
Record brief explanations of your programming approach
Showcase your facility or training environment for in-person programs
Include the Bridge app tutorial video to help new customers understand how they'll receive their programming
Images:
Upload images in JPEG, PNG, or GIF format
Show sample workout screens from your program
Display program phases or training blocks
Include images of equipment used in the program
Feature before/after results (with client permission)
GIFs:
Demonstrate key exercise techniques
Preview movement patterns used in the program
Highlight unique program features
How to Add Media
To embed a video:
Click the video icon in the top navigation
Paste your YouTube, Vimeo, or Instagram link
The video will appear on your page
To upload images or GIFs:
Click the upload image icon in the navigation to select a file from your computer, or drag the file directly onto the page
The image or GIF will upload to your page
Choose full-size or condensed display by selecting size options when the image is highlighted
Add captions below images to provide context
Use Tables to Break Down Program Details
Tables provide a clean, scannable way to present program information. Use them to outline phases, training splits, or program progression.
Examples of Effective uses for tables
Phase Breakdown:
Phase | Duration | Focus | Training Days |
Foundation | Weeks 1-3 | Movement quality, base building | 3 days/week |
Strength Development | Weeks 4-7 | Progressive overload, compound lifts | 4 days/week |
Peak Performance | Weeks 8-10 | Maximum strength, power development | 4 days/week |
Weekly Training Split:
Day | Focus | Duration |
Monday | Lower Body Strength | 60 minutes |
Wednesday | Upper Body Strength | 60 minutes |
Friday | Full Body Power | 45 minutes |
Saturday | Conditioning & Accessory | 45 minutes |
Bridge Tip: Tables help customers quickly understand program structure without reading lengthy paragraphs.
Highlight Equipment and Requirements
Be transparent about what customers need to succeed with your program. This helps them determine if the program fits their situation and reduces support questions later.
Equipment section should include:
Required Equipment: List essential items needed for the program
Example: "Barbell, squat rack, bench, dumbbells (up to 50 lbs), pull-up bar"
Optional Equipment: Note items that enhance the program but aren't mandatory
Example: "Resistance bands, foam roller, weight belt (recommended but not required)"
Equipment Alternatives: If you offer substitutions, mention that.
Example: "All exercises include bodyweight or dumbbell alternatives for home training"
Access Requirements:
Gym membership needed vs. home-friendly
Space requirements (if relevant)
Technology needs (smartphone, tablet, etc.)
Bridge Tip: If your program is designed to be equipment-flexible, emphasize this as a selling point. Many customers are looking for programs that adapt to their available resources.
Access the Bridge Media Kit
Bridge provides a media kit at the top of each product page with downloadable images and GIFs you can use to enhance your product pages. The kit also includes the Bridge app video (below) that teaches customers how to use the Bridge app in 7 simple steps.
Using the Bridge Media Kit:
Navigate to any product page in the Business Hub
Look for the Bridge Media Kit link at the top of the page
Download product images and GIFs to use in your descriptions
Embed the Bridge app tutorial video to help new customers understand how they'll access their programming
Bridge Tip: The Bridge app tutorial video is particularly valuable for new member programs or customers who haven't used Bridge before. It reduces onboarding friction and helps customers feel confident about their purchase.
Putting It All Together
The most effective product pages combine all these elements to create a comprehensive picture of what customers will receive. Your goal is to showcase bits of the actual program, demonstrate your expertise, and make it easy for customers to understand the value you're providing.
Final best practices:
Start with a compelling opening paragraph that immediately communicates value.
Be specific about who the program is for and what outcomes they can expect.
Highlight what sets your approach apart from other coaches
Include at least one piece of media to increase engagement
Show, don't just tell—include screenshots of program blocks or sample workouts
End with a clear call to action or next steps
Bridge Tip: If you're not sure where to start, check out the Template Product Pages in the Business Hub for inspiration and formatting ideas.
Still have questions? Reach out to our Support Team at support@bridgeathletic.com.