Websites for personal trainers
Personal trainer websites that fill a limited diary with the right clients
A personal trainer does not need hundreds of enquiries. You need a handful of the right people each month, who can afford your packages, fit your free hours and want the kind of training you are good at. The website's job is to attract those people and politely put off everyone else.
A diary with a fixed number of hours in it
Unlike a shop, you cannot serve more customers by staying open later. Every client takes a slot you can only sell once, and that changes what a good website looks like. It should not chase volume. It should make your speciality, your price level and your availability so clear that the people who enquire are already a good fit.
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That feels uncomfortable to trainers who worry about turning people away. In practice, a vague site that appeals to everyone produces free consultations with people who wanted a cheaper option, a different time of day or a different kind of coaching. A specific site produces fewer, better conversations.
Gym floor, private studio or online coaching
Trainers who work self-employed inside a commercial gym are competing with the other trainers on the same floor, so the site has to explain why a member should pick you. Name the gym and the times you train there, because members often want someone at the gym they already pay for. Check your agreement with the gym before using its name or logo.
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Trainers with their own studio are selling privacy and attention as well as coaching, so show the space, the equipment and where to park. Online coaches have no local advantage at all, and the site carries far more of the selling: the process, the check-ins, the app and what a week with you actually involves.
Plenty of trainers do two of these at once. That works, as long as each offer has its own page and its own price rather than one page trying to describe everything.
Say who you train, and who you do not
A page titled “strength training for women over 40” speaks to one reader, who recognises herself immediately. A page titled “personal training” speaks to nobody in particular. The same goes for pre and postnatal fitness, conditioning for amateur footballers, or getting back into exercise after an injury alongside a physio's plan.
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Back it with your qualifications listed properly: your Level 3 personal training certificate and any specialist courses relevant to the people you are aiming at. If you work with people who have medical conditions or injuries, be clear about what you do and do not do, and where you work alongside other professionals rather than instead of them.
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Transformation photos and the promises you cannot print
Before and after photos are persuasive, which is exactly why the rules around them are strict. The CAP Code, which the ASA enforces and which covers claims on your own website, has a whole section on weight control and slimming, and its rules on testimonials apply as well. Guaranteed results, a promised amount of weight lost in a set time, unusual results presented as typical and pairs of photos taken in different lighting are the usual problems.
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Written client stories are often more convincing anyway, especially when they focus on what changed in someone's life: finishing a first 10k, going back to five-a-side, lifting a grandchild without worrying. Add photos only where the client is happy for them to be used, and keep their written consent for anything you publish.
From enquiry to consultation, with the price visible
Most trainers sell through a free consultation or a taster session, and the website should lead there. A short form or booking link that asks for goals, available days and times, training experience and any injuries gives you what you need to decide whether the call is worth taking.
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Show prices, or at least starting prices for your packages. Hiding them fills consultations with people who leave as soon as they hear the figure. A block of sessions, a monthly package or online coaching can each be shown simply, with what is included and how long the commitment is.
January, the run-up to summer, and the rest of the year
Interest in personal training rises at the start of the year and again before summer, and settles in between. That rhythm is where search, adverts and care meet. Your service pages, and your Google Business Profile if you have a studio, carry the steady trickle all year. Paid adverts earn their keep in the peaks, pointed at one offer with a clear start date, rather than running to your homepage all year.
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In the quieter months the site needs small, regular updates: a new client story, revised packages, a class time that has moved. Growth Care covers those changes, so you are not wrestling with a page builder between sessions.
What it costs
From £1,400, one-off.
That is the whole Growth Website™ rebuild for a personal trainer’s business, up to 6 pages. It covers the audit, rewriting how you explain the work, design, build, the conversion and local search groundwork, tracking, speed and launch. It is about 14 working days from agreed direction to launch, and you own it outright.
Growth Care™ is optional: £149 a month. Cancel any time, with a month’s notice. Every price is fixed and published, so you know the cost before you speak to us.
In our clients’ words
What our clients say.
Questions
The ones that come up.
What should a personal trainer website include?
Who you train and what you help them achieve, your qualifications, where and when you train, clear starting prices, a few client stories told with permission, and one obvious next step, usually a consultation or taster session. If you offer in-person and online coaching, give each its own page. Anything beyond that is optional; those are the parts people look for before they enquire.
Can I put client before and after photos on my website?
You can, with written consent and with care. Your own website is covered by the CAP Code, which the ASA enforces, and weight-loss and body-shape claims are a closely watched area. Photos should be genuine and comparable, unusual results should not be presented as typical, and you should never promise a set amount of weight loss. Written stories with permission are often more persuasive anyway.
Will showing my prices put potential clients off?
Yes, at least starting prices. Hiding them fills your consultation calls with people who drop out as soon as they hear the figure, which wastes hours you could be selling. Show what a block of sessions, a monthly package or online coaching costs and what each includes. People who enquire after seeing the price are far more ready to go ahead.
Is it worth advertising as a personal trainer?
It can be, if you advertise in the busy periods, point each advert at one specific offer and measure how many consultations and sign-ups it produces. Running adverts all year to a general homepage rarely pays back for a trainer with limited hours. Get the website clear first, because paying to send people to a page that does not convert only makes the problem more expensive.
Can a trainer who works in a commercial gym have their own website?
Yes, and it is often the best way to stand apart from the other trainers on the same floor. Check your agreement with the gym about using its name and logo, then say which gym you train at and when, so members can find you. The site takes enquiries directly, so you are not relying on the gym's noticeboard or front desk to pass them on.
Where to next
Also for personal trainers:
Related trades we build for:
Personal Trainer websites
Find out what your website is costing you.
A free Growth Audit™: a written, prioritised audit of your website, with the three fixes worth making first. It is yours to keep whatever you decide.
We take on a limited number of builds at once, so there is usually a short wait before a new one starts. Once yours starts, it is about 14 working days from agreed direction to launch.