Tips for Gaining More Clients on Your Fitness Website

Take the time to make the best website possible for your fitness business
Take the time to make the best website possible for your fitness business

As a fitness trainer, you spend most of your time outside or in the gym helping clients reach their fitness goals. But what if you don’t yet have a long list of clients? Or, worse, what if you suddenly lose a bunch of clients and the revenue they provide? Building more muscle won’t get that money back or help you pay the bills.

For that, you’ll need a well-structured website. Here are seven tips for creating and maintaining a site that attracts clients:

  1. Highlight your credentials. Your business is about you and what you’ve done. Highlight your credentials with a good “About Me” page that includes education, certifications, prior experience, and personal and client fitness achievements. Also, be clear about what you can and can’t do. Attracting lots of prospects may feel nice, but it’s far better and more lucrative to attract the right clients from the start.
  2. Start blogging. Even if you’re a generalist when it comes to fitness training, chances are you know some tricks or techniques that set you apart from your peers. For example, maybe your clients hire you to train them at their home. Writing a blog that includes tips for how to make a low-cost home gym or make use of your space for a low-impact workout could help to tangibly demonstrate your expertise.
  3. Make your ideas shareable. Ideas are better when they’re shared. Make sure your blog includes buttons for sharing content to every major network. Also, engage where your clients are. Answer questions on Facebook. Post workout photos to Instagram. Follow hashtags on Twitter. The more visible you and your ideas are, the more likely it is that prospective clients will hear about you from an influential friend.
  4. Create a testimonials page. Prospects like proof, and nothing does more to prove you’re capable than the testimonials of those you’ve helped. Start by collecting feedback from every client. Single out the happiest for testimonials and ask if they’d be willing to contribute a paragraph explaining their experience. Post to your testimonials page, ideally with “before” and “after” photos if you have them. (Be sure to ask for permission first!)
  5. Increase your reach. Pairing up with a fellow trainer who offers expertise you can’t will help to diversify your offering, and in the process, win you both more business. Link up online as well, cross-posting to each other’s blogs and reposting relevant content on social media. And if you haven’t yet found a kindred spirit? Join networking groups and add your business to relevant directories, such as

  6. Be clear about your offer. Have a page on your website that explains everything you offer to clients. Include your available hours, working style (e.g., high energy, or measured and focused on form) and your pricing. Be sure to include packages if you have them and create a store if selling products is part of your offering.
  7. Give visitors a reason to come back. Having a blog is helpful but it’s even better to have an email newsletter where engaged prospects can regularly get more of your insights. Attract subscribers by collecting your best blog posts in certain categories as a series of eBooks available for download to those who signup for your mailing list. Also, keep a schedule so that prospects know when to expect to hear from you—both at the blog and via the newsletter.


Fitness trainers often get new clients from existing clients who talk up their services to friends. Good buzz leads to repeat sales. Your website can help create this same dynamic online.

First, highlight your credentials and blog your expertise. Then, encourage readers to share via social media and collect testimonials. Increase your reach by partnering with trainers you respect, and join directories to make your site and services easier to find. Also, be clear about what services you offer, when and how you offer them, and what clients can expect to pay.

And finally, when prospects find you, give them something of value so they’ll be motivated to return. No business grows overnight, but a good, engaging website can help your fitness business grow faster.