With approximately 740,000 personal trainers worldwide, competition is fierce. Yet, many trainers lack an effective website—or worse, they don’t have one at all. That’s a huge mistake.
Your website should be more than just an online presence; it should be a client-generating machine. Whether you build it yourself or hire a professional, be sure to include these 14 critical elements to maximize your success.
1. Client Testimonials
Nothing builds trust faster than real success stories. Testimonials provide social proof that your training works. However, they must be FTC-compliant—especially in the health and wellness industry.
To ensure compliance:
✔ Testimonials should reflect typical results, not just extraordinary cases.
✔ Get a signed release form from each client.
✔ Personally verify all claims before publishing them.
For an in-depth understanding of testimonial compliance, check out Don’t Say That! by Anik Singal.
2. Clear Value Proposition
Visitors need to immediately understand what you offer and who you serve. Instead of just stating that you’re a personal trainer, clarify your specialty:
✔ Weight loss for busy professionals
✔ Strength training for athletes
✔ Post-injury rehabilitation
By speaking directly to your ideal client, you’ll make it clear that your services are the right fit.
3. Unique Selling Point (USP)
Why should someone choose you over another trainer? Identify what makes your training different:
✔ Special techniques or methods
✔ Personalized nutrition guidance
✔ Virtual coaching options
Highlight your USP prominently on your website to stand out from the crowd.
4. Video Content
Video is a powerful way to connect with potential clients. Consider:
✔ Demonstration videos of your training methods
✔ Client progress stories
✔ Personalized welcome messages
Use a professional videographer for your website, but casual, behind-the-scenes content can perform well on social media.
5. Certifications & Credentials
Clients want to know they’re in good hands. Display your certifications prominently on your website to build credibility. Even certifications you don’t actively use (like a nutrition certification) can enhance your authority.
6. Online Scheduling
Make booking effortless with an online scheduling system. Whether you use a built-in tool or a third-party app like Calendly, integrate it seamlessly into your website. This eliminates back-and-forth emails and increases conversions.
7. Email Signup Form
Email marketing is a game-changer for personal trainers. Offer a freebie (lead magnet) to encourage signups, such as:
✔ A workout guide
✔ Nutrition tips
✔ A free consultation
Once you build your list, nurture it with valuable content to turn subscribers into paying clients.
8. Service Packages & Pricing
Make it easy for visitors to understand your offerings. Create a dedicated page listing your:
✔ Training packages
✔ Pricing (if applicable)
✔ Payment options (PayPal, Stripe, etc.)
This helps potential clients make an informed decision on the spot.
9. Clear Contact Information
Ensure your phone number, email, and location are visible on every page—preferably in the header or footer. A contact form also makes it easy for visitors to reach out.
10. Location Map & Directions
Even with GPS, some people need extra guidance. If you train in a specific gym or studio, include:
✔ A Google Map embed
✔ Landmarks to help clients find you
✔ Parking details (if needed)
11. Business Hours
Clearly display your availability on your contact and service pages. If your hours change for different training locations, specify that as well.
12. Resource Blog
A blog filled with valuable fitness content improves SEO and establishes your authority. Some post ideas include:
✔ Workout tips for different fitness levels
✔ Meal prep guides
✔ Client transformation stories
High-quality blog content helps your website rank in search engines, attracting organic traffic and potential leads.
13. Application Form
A pre-screening application helps you filter out clients who may not be a good fit. Use your form to:
✔ Set expectations for your services
✔ Ensure medical safety and readiness
✔ Focus on clients aligned with your training style
However, if you claim to be selective, follow through—don’t accept everyone just to increase your numbers.
14. Strong Call-to-Action (CTA)
Your website should guide visitors toward action. A compelling CTA could be:
✔ “Book Your Free Consultation Now”
✔ “Start Your Fitness Journey Today”
✔ “Download Your Free Workout Plan”
Make your CTA stand out with bold colors and action-driven wording.
