A website for your personal training business, live tomorrow

What should a personal trainer website include?

One clear page is enough for most trainers: what you offer, who you help, prices or "from" prices, your qualifications, a few genuine reviews and one booking button. Add an area or studio address, your hours and an FAQ, and most visitors have what they need to book. Separate pages for each service or a blog can come later if you want to grow search traffic.

Should you put your prices and packages on your website?

Yes, at least as "from" prices, because price is one of the first things people check when comparing trainers. Show a single session, a block or monthly package and online coaching side by side, with the session length and what's included. If you'd rather talk first, say what the free intro call covers and what changes the price.

How do clients book a session from your website?

The simplest way is one "Book" button that opens the scheduling or coaching tool you already use. Calendly lets you add a booking link or an embedded calendar to a website, and Mindbody offers booking widgets for sites built on Wix, Squarespace or WordPress. If you take bookings by phone, WhatsApp or DM, the button can do that instead.

How should you show your qualifications?

Name the qualification, the organisation that awarded it and, if you are on a register, your membership or register number with a link where clients can check it. In the UK, CIMSPA runs a public library of member accreditations; in Australia, trainers can be on the AUSactive register. A short, checkable line is worth more than a row of logos.

Can you show client results and before-and-after photos?

Yes, if they are real, used with the client's permission, and not presented as what everyone will get. In the US, the FTC says a results testimonial must be backed by evidence that it's typical, or the ad must say what clients generally achieve. UK advertising rules ban claims that people can lose a precise amount of weight in a set time. Reviews about your coaching, support and the experience are safer and often more convincing.

US: results testimonials and "typical" results

The FTC's Endorsement Guides say that when an ad shares a client's results, people will assume they are typical. Unless the trainer has proof that the result is "representative of what consumers will generally achieve", the ad must clearly say what clients generally achieve, and that figure needs evidence too. The FTC's own example is a "lost 50 pounds" testimonial. Vague lines like "results may vary" are not enough.

Source: 16 CFR 255.2(b) and Example 4 (Cornell LII) · FTC: Endorsement Guides, What People Are Asking

UK: weight-loss claims in ads (CAP Code section 13)

The UK CAP Code covers marketing for weight control and slimming, including clinics, establishments and "treatments and the like". Rule 13.9 says ads "must not contain claims that people can lose precise amounts of weight within a stated period", and must not claim that fat can be lost from specific parts of the body. Rule 13.10 says losing more than 2 lb (just under 1 kg) a week is unlikely to fit good practice for people who are normally overweight. If your site talks about weight loss, keep it to how you coach, not promised numbers.

Source: ASA/CAP: CAP Code section 13, Weight control and slimming

Let clients check your registration (UK and Australia)

In the UK, CIMSPA (the professional development body for sport and physical activity) publishes a searchable library of its members' accreditations, including personal trainers. In Australia, AUSactive runs the Australian Register of Active Health Professionals, which clients can search by name or area. Elsewhere, link to the lookup of whoever awarded your certificate, if they have one.

Source: CIMSPA: Verifiable accreditation credentials · AUSactive: Australian Register of Active Health Professionals