Formes Fitness Landing Page Development

Formes is a fitness program built by a solo coach focused on simple, sustainable movement. The brief was a brand-new landing page that could replace word-of-mouth as the primary sign-up channel and give the program a credible, premium online presence.

The coach was running a real program with real results, but no proper website to send people to. Without a clear digital front door, signups depended entirely on direct outreach and referrals. Anyone curious enough to look the program up online either landed on social profiles or hit a dead end.

The goal: a single landing page that clearly explains the program, quickly builds trust, and guides visitors to join without pressure.

I started in Figma to lock the structure and visual direction before touching Framer. That separation kept design decisions clean and made the build phase faster and more predictable.

The site is built around the coach's actual philosophy: movement should feel approachable, not intimidating. So instead of leaning on the usual fitness tropes (transformation photos, aggressive copy, hard-sell CTAs), the design uses calm typography, editorial imagery, and a measured pace that mirrors how the program itself works.

Hero with program intro and primary CTA ("Join the program")

Three program pillars: Move Freely, Build Strength, Feel Better

About section explaining the philosophy behind the program

"How it works" three-step breakdown

Social proof from program members

FAQ section addressing common hesitations (beginner-friendly, equipment, pacing, frequency, results)

Final CTA with contact details

Slow, considered scroll rhythm instead of dense info-dumping

Mixed serif and sans typography to feel editorial rather than gym-brand

Real photography over stock fitness imagery

FAQ written to remove friction, not push the sale

Single primary action repeated throughout ("Join the program") so there's never any confusion about the next step

Designed in Figma, built in Framer

Fully responsive across mobile, tablet, and desktop

Lightweight, fast-loading, no CMS needed at this stage

Clean handoff so the coach can update copy without needing me

Signups increased after launch. The page gave the coach a clear, credible link to share and removed the friction of explaining the program over DMs and calls. It now does the convincing on its own.