Make the Class Page the Product Page
Search → Purchase → Loyalty. Put the seat in the fast lane.
Today, people search for a specific class at a specific time near them. They expect to land on that class, see date, time, price, seats, and book. If your site makes them read and click three more times, they’re gone. And increasingly, Google pushes homepage-first sites down and surfaces pages that prove “local + available + bookable.”
Picture this
Maria runs a dental surgical office. She needs BLS for her staff by Friday. She types “BLS Tuesday Midtown.”
The top result opens a class page: Tue 6:00–8:00pm, Midtown Clinic, $79, 4 seats left, Book Seat. She’s done in 90 seconds.
Your homepage—logo, paragraphs, “Browse Classes,” calendar with no seat counts—sits lower on the page and never gets opened.
How the web already works
Every other category already works this way:
Sneakers: search → the shoe → size → pay
Restaurants: search → the table at 7:00 → reserve
Hardware: search → the tool → pick up today
Find → Purchase → Loyalty. Treat your class page as the product page.
Why CPR lags
Most centers run on homepage-era software and page designs that can’t expose classes as real, local, bookable “things.” Your site talks about you. Google and students want inventory. And unless you’re Amazon-scale, people browse on Google, not on your site—your job is to be the endpoint they’re looking for.
Legacy class tools (what usually happens):
They often add the “invisible labels for Google” only on the final class page, not on your All Classes page. That makes it hard for Google to discover every specific class from your list. Result: hit-or-miss visibility and lower placement.
Generic booking widgets (Acuity-style):
Built for online booking, not local class discovery. Great for “book a service,” weak at exposing each specific class/date/time as its own page that Google can rank in local results. You get a scheduler—but not the local, seat-level visibility buyers search for.
Homepage-first sites:
Nice branding, but the page doesn’t prove local + available + bookable at a glance. People (and Google) bounce.
Why homepage-first leaks seats
Buyers don’t browse; they land and decide. When they hit a homepage instead of the class page (instance)—with date, time, location, price, seats and a single Book Seat—perceived time and effort spike and intent dies.
This isn’t a marketing problem. It’s structure and routing. Homepage-era tools don’t publish structured inventory (the machine-readable signals Google uses), so Google can’t confidently deep-link the class. And most CPR sites route every click home, so the promise that earned the click doesn’t match the page.
Our internal data: ~70% of CPR searches happen within 14 days of class. These buyers are trying to book this week. Every extra click is a lost seat.
Your site is a highway, not a museum
The homepage is a road sign: who you are, where you operate, how to reach you.
The class pages are the fast lanes: the exact session with a straight shot to checkout.
Your inventory lives in your class platform. Your pages exist to surface that inventory—clearly, locally, and in a format Google understands.
Build the highway (4 moves)
One page per class occurrence.
Every dated class gets its own URL with date, time, location, price, seats above the fold and one primary action: Book Seat.
Example: AHA BLS — Tue 6:00–8:00pm (Midtown) — $79 — 4 seats left — Book Seat.Tell Google it’s real.
Your software should output the “invisible labels” that say: this is a real class at this place and time with this price and availability. If your tool can’t do that, it’s the wrong tool. Stop wrestling DIY pages—use a platform that publishes live inventory by default.Route every external link to your classes page.
From Google Business Profile, Maps, and your own menu: send people to your course catalog page, not your homepage or a generic calendar.Make checkout one screen.
Minimal fields; Apple/Google Pay. After payment, state exactly what happens next (where to go, what to bring, when the card is issued).
Hovn Users: Need the step-by-step? See: Connecting Your Website to Hovn
Do this today (10 minutes):
Change your Google Business Profile “Book” link to your next class page, not your homepage.
Run your All Classes and a class page through Google’s Rich Results Test and confirm it detects Events/Courses.
Make sure your main site has at least two plain links to your class pages so Google can find and index them.
Why move now
Search already rewards inventory. Pages that prove local + available + bookable float up; brochure pages sink.
Early movers lock the map. The first centers in a metro with class-first pages and clean structure grab the local pack and organic slots—others play catch-up.
Delay compounds losses. Every week you route to a homepage is a week high-intent buyers bounce before they ever see Book Seat.
Run the 90-second homepage test
Can a stranger see today’s next class (date/time/price/seats) above the fold?
Is there one primary action (Book Seat) on that page?
Do your Google Business Profile/Maps links resolve to a catalog page (not home)?
Does your platform expose the right machine-readable signals for each class?
Can a first-timer check out in <90s on mobile?
Score ≤3? You’re leaking seats.
Watch two numbers:
Class-page landing rate (% of sessions that start on a class page)
Checkout completion time (median, mobile)
Choose: homepage era or class-first
You can keep the homepage-era model—hope people read, click, and find the right class—and accept drop-off as normal.
Or you can rebuild for how people actually buy now: they search, they land on the class, they book. Your job is to make that path straight.
Make your site a highway. Put the class in the fast lane.
👉 Book a 7-Day “Deep-Link & Schema” Sprint. We’ll ship your first set of class pages and re-route your site so buyers land on the exact seat they need and check out fast.
What’s your take on today’s topic? Do you agree, disagree, or is there something I missed?