What to Put on a Personal Trainer Website (and What to Leave Off)
Most people looking for a personal trainer have already decided they want one. What they are checking now is whether it should be you, and roughly what it costs.
A trainer website doesn't need to be large. It needs to answer those questions before anyone has to ask. Here is what we put on, page by page, and what we usually take off.
Home: who you train
The first screen should say who you work with, in plain words. "Strength training for women getting back to it after pregnancy." "Private sessions for runners in their forties." A specific sentence will lose a few visitors and keep the right ones.
Below it, a photo of you, a line on where you train (a gym, home visits, online) and one button. Book a first session, or ask a question. One is enough.
Approach: how you work
Not a philosophy. What a typical month looks like. How often you meet, what you measure, what happens between sessions. If you write programmes for the days in between, say so. If you check in by message, say how often.
A short note on qualifications fits here too. Keep it to what a client would recognise. The full list can live further down.
Results, in the client's words
Two or three short stories do more than a gallery. What someone wanted, what changed, roughly how long it took. Ask permission first, and use first names only if that is what they prefer.
Before-and-after photos are a personal call. If you use them, the client should be glad to see them there.
Packages and prices
This is usually the page people look for first. You don't have to publish every rate. A starting price, or the price of your most common package, lets someone decide whether to keep reading.
An example, with made-up numbers: "Ten sessions, $900. Most clients start here." One line like that saves a fair amount of back and forth.
Say how long a package lasts, what happens to a missed session and whether it renews. People like knowing what they are agreeing to. We wrote separately about keeping clients past session ten, which is where the package page earns its keep.
The first session
Someone booking a trainer for the first time is often a little nervous. Tell them what to expect. How long it runs, what to wear, whether there is an assessment, where to go when they arrive. If parking is awkward or the gym has a front desk, mention it.
This page tends to be read more closely than the homepage. Write it like a short, friendly note.
Booking
One clear way to start. A booking link, a short form or a message button, whichever you will actually check. Put it at the top of every page and again at the bottom.
If the first step is a free call, make that obvious. If it is a paid assessment, say so and give the price. Then open the site on your phone and book yourself in, start to finish.
What to leave off
Stock photos. A stranger mid-burpee says nothing about training with you. A phone photo of you at work says a lot.
Every certificate you have ever earned. Keep the few that matter to clients on the about section. The rest can wait for the conversation.
Long lists of services. If you do strength, mobility, nutrition guidance and pre-natal training, lead with the one most people hire you for. The others can sit underneath.
A blog you stopped updating. Hide it until you have time for it. A post from years ago makes a site look closed.
"Contact me for pricing" on its own. If you would rather talk first, give a starting price and explain why the call comes before the quote.
One page is fine
If you are just starting, all of this fits on a single long page: who you train, how you work, a story or two, prices, the first session, a button. Add pages when a section outgrows it.
A good trainer site reads like the first conversation, minus the small talk.
If you'd like a second pair of eyes
Our free website check comes back with three specific fixes within two business days. If they are small ones, the Site Tune-Up ($350) takes care of all three.
