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If you’re running any kind of fitness or nutrition business, having a website, a good one I might add, will play a major role in your journey to success! But, why do you need a website? It’s not just to make it easy for people to learn about you and your sevices, build trust with your brand, and get in touch.
Your website will show the most important information – the transformation you promise – it is the sole reason why someone went to your website in the first place. To learn about the change you can promise them.
Sure, you can use social media, [as you should] but the website, when structured properly, will get people to want to work with you and only you. This is the power of branding and the reason we are making these series.
Before we dive deep into today’s topic, I want to mention that your branding and Google Business Profile will play a major part as well. If you missed here are the links to part 1 about branding and part 2 about GBP.
Alright, let’s talk business – how to make a website for a fitness business.
The Purpose of Your Website
Your website is like your online studio—it should feel welcoming, be functional, and look professional.
Most importantly your website should be a journey for any visitor who stops by. This journey starts when your visitor arrives and by scrolling through, the visitor is going to learn about you & your “HERO” story – building your credibility. And the story of people whose lives you changed – building the trust.
This approach will also communicate the most important trifecta in marketing, which is – what change you are trying to make, who is it for and what promise are you making. But instead of just writing everything word for word, like a newbie marketer, you are communicating in an emotional way. Which is the most powerful way of communication. Just by doing this, you are already positioning yourself ahead of the majority of your competitors.
Planning Your Website Like a Pro
Instead of just throwing stuff up in the hope it sticks, we will plan it out. The first thing to consider is…
Your Main Goal
What’s the #1 thing you want visitors to do? Book a free consult? Sign up for a class? Buy your online course or meal plan. Put that call-to-action (CTA) front and center. Don’t make people hunt for it.
Home Page Breakdown & Essentials
The most essential & most visited page of your website is the home page, also known as – the landing page. Let’s break down how you should go about designing your most important page.
Hero Section (Main Header Image & Headline)
What it is: The top part of your page that visitors see first—usually a large image with a big, bold headline.
You can also include a subtitle and a call to action (CTA) button. ie. Take a look at the lives we changed. With a button – Success Stories.
Another great addition to your header is the Google Reviews badge.
Why it matters: This section should clearly say who you are and what you offer. For example: “Fitness & Health Trainer” or use your niche “Yoga Training for New Moms”. The idea is to instantly tell visitors they’ve come to the right place.
Best Design Practices: Use a simple font. Align the headline to the left and put a portrait-style picture of you on the right. You want your picture to vibe with your brand, pick the one that does.
Mistakes To Avoid: Do not overstuff this space with too much content. Keep it as simple as possible, or the visitor might get overwhelmed and leave the website right away.
Trifecta: Explain what change you are trying to make.
Short Intro Section - Value Proposition - For Whom is it For?
What it is: A brief paragraph or a few bullet points explaining how you help people and why your services are different.
Why it matters: Keep it simple and show the benefits. Don’t just say what you do—say how you’ll help them get results, feel better, or reach their goals.
Best Design Practices: Use pictures or icons that best represent your program, process and results. Suppose you don’t have your pictures stick to icons. Stock photos are not a good solution to implement, in this industry.
Mistakes To Avoid: Again, do not overstuff this space with too much content. Keep it as simple as possible.
Trifecta: Make sure to include – for whom is this change designed – who is the perfect client. If you opted in for a specific niche as we mentioned in part 1, this is where you highlight it! ie. 1on1 Weigh Loss for New Moms.
Programs Overview - The Promise You Offer
What it is: This is where you explain your services. The best way to do this is by using end results. You want to “sell” the goals your visitor can achieve and not the service per se. If you know your audience well, feel free to use questions. ie. Want To Get Fit For Your Wedding Day?
Why it matters: It helps visitors understand their options immediately, but through a way they can emotionally relate to. ie. Imagine a visitor whose goal is to lose weight. He just landed on your website. Your program overview is there to show them the change they are seeking to make and your promise to help them achieve that change.
Best Design Practices: A clear, easy-to-read list or grid of the services you offer—like one-on-one training, meal planning, group fitness classes, or online coaching.
Mistakes To Avoid: The most important thing here is to clearly communicate your promise.
Trifecta: This is the promise you are making to the visitor – if they commit to you, this is the result they will get.
Social Proof (Testimonials or Client Results) - Build Trust
What it is: Quotes or brief success stories from happy clients, and possibly before-and-after photos. These will highly improve your client acquisition.
If you want to take it to the next level create video testimonials. I can’t stress enough how big of an impact video testimonials have. They are real game changers. The explanation is very simple. As you know, before/after photos can be fake and they don’t instill as much trust as they did before. But a real person sharing their journey and results… It’s the most valuable thing you can have on your website.
Why it matters: Hearing from real people builds trust. This can also create an emotional hook. Testimonials show that you’re the real deal and that others have benefited from working with you.
Effect: This is the purest way to building trust, by showing your results.
Credentials & Experience - Build Credibility
What it is: It’s your time to shine! Create a short section highlighting your qualifications, certifications, or years of experience in fitness and nutrition. Include how many clients you’ve worked with. Or how many hours you spent in the gym. Anything that builds credibility.
Why it matters: This establishes your credibility. When visitors see your professional background, they will see you as an expert. This will further increase the trust and communicate that you are indeed, the right trainer for your visitor.
Contact or Booking Form (Call-to-Action)
What it is: A button or form prompting visitors to take the next step—like “Book a Free Consultation” or “Get a Custom Meal Plan.”
Why it matters: You want visitors to act, not just browse. Make it super easy for them to contact you, sign up, or schedule a call right there on the page.
Effect: The goal is to have your visitor initiate the first point of contact by making a small commitment.
FAQs (Frequently Asked Questions)
What it is: A short list of common questions and straightforward answers.
Why it matters: This section removes doubts. It can help people feel more comfortable by explaining pricing, how sessions work, what to bring, or any other details that might stand in their way. [1]
About You/Your Brand
What it is: A short introduction that humanizes you. Include a photo of yourself, a brief story about why you got into fitness and nutrition, and what drives you to help clients.
Why it matters: People like connecting with a real person. This section shows you’re human and passionate, not just another faceless business.
Footer with Essential Info
What it is: The bottom of the page with links to social media, your email address, any important legal info (like terms and conditions), and maybe a simple navigation menu.
Why it matters: This helps visitors find additional info, follow you on social media, or reach out if they want to learn more later.
In Addition
We live in the age of video, so… Add a video on your landing page where you greet your visitors, introduce yourself or provide details on your program.
By following this guide you are setting up your website for success.
It will clearly communicate with your target audience, provide them with a promise, build their trust and credibility with your brand and give them an easy way to get in touch.
From my countless years in the industry, I have yet to see this approach fail.
Good luck!
This is the end of part three. Come back next week for part 4 or sign up for our newsletter.
Read Next
Social Media Marketing on a Budget: Tips for Small Businesses – click here.
External Links
[1] Benefits of a Well-Structured FAQ Page: Tips and Best Practices – Masterful Marketing – click here.About the Author
Since early age (circa 2005.) Alex has been a student of informational technologies.
Having honed skills in VB & C++, he went on to learn web technologies all while keeping design, graphics, video, and animation as his hobby.
Alex helped countless businesses establish their brand & digital presence, in the form of websites, apps, marketing campaigns, and more.
In 2020 he sold his well-established digital agency to pursue an art career, but decided to come back to the world of digital in 2023.
ALEX DAWSON – Evolve with Digital