8 Qualities that the Best Fitness Websites Have in Common

There are over 13,770 registered personal trainers in the UK and an estimated 340,000 in the US. If you are just starting out as a personal trainer, that means you have a lot of competition and you need a way to stand out. Read on to learn how to implement the top 8 qualities that the best fitness websites share. Then apply it to your site to grow your business.

1. Professional Photos (Not Stock Imagery)

The most effective fitness websites tell site visitors about who they are and what their brand is all about. But, they do it with pictures instead of words.

High-quality photography is an essential part of the best websites. No, we don't mean stock photos. Although, while they're usually quite generic, you can make them look good like we've done for one of our managed website clients:

However, this usually requires a lot of work in terms of making it fit with the brand and look professional. Whereas a quality photo of you, your training space or your clients instantly looks great and adds credibility like we did for The Armoury Coaching Studio website:

See the difference. While they both look good, the Armoury Coaching Studio is infinitely more professional and personal.

The best thing to do is to hire a professional photographer to come to take photos of you working with your clients. This way, prospective members can get a sense of your gym or style of personal training before they connect with you.

2. Personalization

The best websites in any industry are those that are able to be personalized to apply to anyone who lands on the page. 

Your personal training service is there because you want to help everybody. That means you should have different pages that apply to everyone from couch potatoes to amateur bodybuilders.  

For example, Rumen Pavlov of Pavlov coaching asked us to add an image of him on the home page so he can connect with like minded people and also showcase that he knows what he's doing when it comes to nutrition and training:

Personalization makes people feel connected. Then they are more likely to see that your service will help them reach their goals.

3. Testimonials

The most effective fitness websites are full of positive testimonials and progression pictures. Even huge brands rely on getting customers by showing regular people's results. 

Use a mix of written testimonials and pictures or videos. You can stagger them throughout the website or have them scroll along the bottom of the page.

Avoid having one "testimonial" section tucked somewhere in a drop-down menu. You want people to see your happy customers and feel inspired by them, so make sure you place your testimonials in a prominent location on your website.

4. A Mobile-Friendly Site

A mobile-friendly site is an absolute requirement for your fitness website. Most web traffic comes from handheld devices rather than desktop computers.

In fact, Google has switched its rankings to “Mobile First Indexing“. Basically, this means that if your website is not mobile optimized, you’ll be hard-pressed to rank well. 

Pull out your phone and visit your current site. Is it hard to scroll through it? Is some of the text ill-formatted? What about the embeds?

A responsive website is what visitors expect. If they don't get it, they are very likely to click off your site and find someone else's site that works better.

5. Great Looking Embeds

That brings us to the next feature on all the best fitness websites: embeds that fit seamlessly into the site.
Embeds should look like an organic part of your site even though you are pulling the data from elsewhere.

Your membership options, retail store and Zen Planner calendar should all be integrated into your site like this PT Distinction plugin on the Carnivore Diet Coach website.

6. Social Sharing Option

These days, people spend more time on social media than they do anywhere else on the web.

Make it easy for people already used to sharing content on social media to share yours! Adding a social media button is simple but can help you get a bunch of new customers.

When website visitors share your site, they are promoting it to all the eyes that may see it on their feeds. This is free advertising! Don't miss out.

7. A Sense of Community

A quality that all personal trainers try to build into their brand is a feeling of community. You want your members to feel like they belong and that your organization is their place.

If you can convey that sense of community on your website, you have struck gold, like Fit With Sally did with here clients:

Putting up your class schedule doesn't count. Instead, you want a place where members can share their journey and have conversations with other members.

Building a sense of community promotes a team mentality, motivates people to keep working hard and can help draw in more customers.

8. Calls to Action & Contact Info

Last but certainly not least, the best fitness websites include multiple calls to action (CTA). Having calls to action on your website is vital so that you can convert web traffic to leads or customers.

CTAs should be visually appealing, punchy and short. Phrases like “Start Now” can get you more clicks.
In the fitness industry, the highest conversion rates come from CTAs promoting a free trial or assessment. Try it on your site and see what happens. 

Related to CTA is contact info. The best fitness websites make it extremely easy for people to find their address or phone number.

Make sure that on your website, your contact information is visible above the fold. Ideally, you want clickable buttons so that site visitors can call or email you with just one push of a button.

Summing Up the Best Fitness Websites

There's no need to re-invent the wheel. Years of trial and error and research has made it clear what works and what doesn't in the fitness industry.

By duplicating these 8 top qualities that are common on the best fitness websites, you will establish yourself as a leader in your niche.

Need help building and designing a beautiful fitness website? My PT website can help.