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The Definitive, No-holds-barred Guide to Everything You Need On Your Personal Trainer Website

Ok so this is a looooong post, but it’s worth reading, especially if you’re a Personal Trainer or FitPro who:

  • doesn’t yet have a website, but wants to build one The Right Way;
  • already has a website, but it’s not getting as many leads as you’d like, or;
  • you have a website that’s performing pretty well but you want to make sure you’ve plugged any gaps, and it’s converting as well as it possibly can.

So if any of the above doesn’t describe you, you’re off the hook, and you can stop reading straight away.

I bid you a fond farewell!

To you still with me, thanks for sticking ’round. Let’s get stuck in…

Getting the foundations right (your Avatar) for your personal trainer website

I know this is an article about getting a great website, but before we touch on anything remotely technical, there are a few things you need to have in place.

The first is a really, really, REALLY clear vision of who your ideal client is.

Take out a pen and paper right now, and write down an exact description of the type of client you want to train.

  • What age are they?
  • What job do they work at?
  • Where do they work?
  • Where do they live? How far would they travel to your facility?
  • Do the have kids? How many?
  • What car do they drive?
  • Where do they eat out? How often?
  • Where do they get their hair cut?
  • Where do they socialise?
  • Where do their kids go to school?

Once you have have a clear vision of your ideal client, you must become fluent in their language.

What does that mean? We all speak English, right?

Yes, but you need to discover two VERY important things about them. They are:

  1. Their pain points
  2. Their desires (in the context of your service)

So let’s break that down further.

Discovering your avatar’s pain points

You now have a pretty good visual in your head of your ideal client.

No you need to discover the triggers that are making them even consider using your service.

As an example, while describing your avatar, you may have come up with a 43 year-old mum-of-three named Betty who earns €/£45k per year working as a senior nurse in the local hospital and lives just over 2 miles across town in a middle class estate.

So why is Betty even thinking of inquiring about your services? Think about it.

If you put yourself in Betty’s shoes, she’s most likely:

  • Overweight, unfit and stuck in a rut (most likely always going to be one of the primary drivers)
  • Short on time (with three kids and shift work, when is she going to find the time to work out?)
  • A bit un-taken care of (the vast majority of mums in this age group are, since they give EVERYTHING to their kids, they often neglect their own needs)
  • Fearful of upcoming change (ageing, menopause, ill-health)

Ok so that’ll do as a start. Whatever your avatar, you need to make a list (with as many as you can think of) of pain points they may be experiencing when they’re shopping around for fitness services.

What does your client want?

In a way, this can at least partially be the flip-side of their pain points.

Betty wants to be fitter (lighter), and to fit into her clothes better. She wants to feel like there’s somebody taking care of her – somebody with her best intentions at heart. She wants support, from you at least but ideally from a community of people like her. She wants to regain control of her life after having three kids.

She remembers a time in her twenties when she was fitter, healthier, and stronger, and wants to reclaim some of that part of her. Her thirties went by in a blur of nappies, housework and work-work. Finally she has some time to spend on herself, since the kids are a bit older, and now is the time. She wants to be healthy well into her fifties, sixties and seventies so she can make the most of her children as they grow up.

So why have we tried to get into Betty’s head so much?

Because this is one of the most important exercises you can do for your business.

What you discover during this exercise will provide much of the foundation you’ll need for any of your promotional material, whether it’s flyers, newspaper ads, Facebook ads, or your website.

Let’s talk images

What sort of images should you have on your personal trainer website?

We recommend that the majority of images on your site, certainly on your home page, should be professionally taken photographs.

Nothing screams amateur louder than a grainy, distorted image as the hero image on your home page.

If you think about it, the cost of getting a photographer in for a couple of hours is small compared to the potential revenue your home page can generate, even from pulling in just one client.

Ideally, you’ll have the following photos available:

  • Images of your facility (Professional)
  • Images of clients working out (Professional)
  • Community images of your clients – perhaps at a workshop/event (Professional)
  • Testimonial images – these may be before/after type shots, or they can be just ‘after’ shots of smiling clients. We’ve used images of clients holding small chalk boards with their achievements on them e.g. “I lost 16lbs and I feel 10 years younger”. A pic of a happy, smiling client say a lot. (Amateur quality – you or your staff can take these on an ongoing basis)
  • BONUS – video testimonials are a real bonus, and they’re really where you should be heading.


Nothing shouts “I’ve got no clients” like a website full of stock images, showing buff twentysomethings off iStockPhoto working out. Nobody, and I mean nobody can relate to these, and nobody believes they’re your clients.

Get some real photos of your real clients.

Ok, so now that we have some good imagery, and we know how your ideal avatar speaks about their pain points, we’re ready to move – finally – to the main content of the article.

The anatomy of a personal trainer website

There’s no set formula for this.

I’ve seen sites with 10+ pages doing well, and I’ve also seen sites with a single (home) page generating mucho leads.

Whatever structure you decide on, people who spend significant time on your site will generally browse it in the following order:

  1. Home Page
  2. About Page
  3. Testimonials/Reviews
  4. Blog
  5. Contact/Request info. page

Now that we know that, we can see that the first page to get right – as you’d expect – is the home page.

Home Page

On your home page, there’s an invisible line called ‘the fold’. You can read more about it over here.

Above the fold

Above the fold, you need to grab people’s attention, and immediately:

  1. Tell the exactly what you do, and for who (Why am I here?)
  2. Tell them exactly what to do next (What do I do?)

What you’re trying to do is instantly build a resonance between the information, and your prospect’s needs. You want what the prospect sees to fit their needs, hand in glove.

How do you do that?

Ok, so going back to your avatar exercise, you’ll be calling out to Betty’s needs, triggering an emotional response (yes!).

Maybe a headline like “Build your fitness & confidence with <your town>’s friendliest, most supportive fitness community”.

You can support this with a striking professional image of your community, or one of your clients, just like Betty, having a blast in a session, or looking confidently towards camera.

The most important thing is that Betty feels like you a) understand her needs, and b) that she’ll fit right into your community.

You also provide Betty with a strong Call to Action (CTA), calling her to take the next step. This may be to “Book a consultation“, “Request more information“, or for an online program “Buy Now!“.

In the event Betty isn’t yet ready to book a consultation or buy now just yet (which is common), you can (and should) provide a secondary offer of CTA, directing her to “Learn more” or “Download our latest eBook/Cheatsheet“. This secondary CTA should be less prominent that the main path you want her to take.

Below the fold

Not everyone who visits your site will see this portion (guaranteed), but it’s still very important for your business.

Those who you’ve engaged with sufficiently above the fold will want to know more.

So what do they want to know now?

  • They want to figure out exactly what your service is
  • They want to know if your business is legitimate/trustworthy/credible
  • They want to see if your service is a good fit for them (demographics & location)
  • They want to analyse your business’ success (popularity, results)
  • They want to know who’s behind your business (you, staff, community)

All of this information can be hived off to separate pages, if you wish, but I’d suggest having some of it at least appear below the fold.

Must-haves for us, below the fold are:

  • Credibility building – personal (have you written for newspapers/magazines, or appeared on podcasts etc.?)
  • Credibility building – client results (although you’ll probably have a dedicated page for testimonials, where you’ll include as many as you have, you should include a couple on your home page with a click-through option to see more)
  • Information about your service – what type of programs do you offer? What’s your training ethos/philosophy? Don’t make it bland and feature-oriented – talk with passion about what you believe in and what what you can’t stand about the fitness industry. What makes your gym different?
  • “B-offer” – your A offer is most likely something like “Book a consultation”. This is a commitment many won’t be ready to make. You must offer them something else desirable you can give them in return for their email address. (e.g. Download my top 5 fat-blasting recipes). That way you can put them on your email list where you can nurture them (moving them closer to the sale) over time.
  • Basic information like location (map), contact details, phone number
  • Social media stuff – Facebook page integration, Twitter, Instagram, Google+

What technology should you use to build your fitness website?

There are TONS of options, but as you’d expect, not all options are equal.

If you’re a bit of a nerd, you can learn this stuff – that’s what I did when I met my personal trainer wife. Over a period of about 3 years, I studied the latest in web tech and slowly found out what the best technical solutions were.

But there was a lot of trial and error.

I actually built the her first website in Notepad, typing out every HTML file, every CSS file and a lot of the JavaScript/JQuery code that wasn’t already neatly packaged in a library. I was used to writing code as a programmer, but it was crazy when I look back now.

Many trainers see ads online for Wix or Squarespace and think “I’d be crazy to PAY someone to do this when I could do it myself”. And in way they’re right – if what you want is an online brochure of your services, that ultimately nobody will ever find.

And to be honest the technology was the easiest part, after all, these days practically ANYONE can put some type of site together.

Will it persuade a visitor to enter their details and request a consultation with you? If so, how many out of 100?

By far the hardest parts of putting a site together these days are:

  • Getting your site to rank on Google/Bing (So people can find you in your local area)
  • Using your site as a credibility-building tool  (So that people learn to like & trust you)
  • Creating opt-in offers so that your niche find attractive enough to grab (so that you can nurture them on your list)
  • (you are building your list right?)
  • Writing copy on your site that converts your visitors to leads to prospects (so you can put them through your sales process)

And THAT is why the most successful trainers you’ve ever heard of have somebody else build their web presence.

If you want to build or improve your online presence, without spending months or years learning how to do it The Right Way, we’d love to help.

Click the “Free Strategy Call” button at the top of this page.

I’ve also started a FREE Facebook group to help Fit Pros improve their websites – request access here > Join My FREE Facebook Group


Joe (Fitness Website Hero)

Joe's been working in diverse areas of computing for over 20 years. He's developed number-crunching systems for fisheries, database applications for local government, and experimental software for academic research. On top of all that, Joe is co-owner of one of the top PT studios in the country, and has helped grow that business from zero to hero from the inside out. His passion is helping FitPros blow their competition out of the water with an online presence that sells them and their services.

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