Who you train comes before what you know
Someone nervous about starting needs to see themselves on your page before they call.
What the home page says
Section by section, in the order a visitor reads it.
Who you train
Your first line should name the person, such as new moms, over-50s or people back from knee surgery. “Personal trainer” alone doesn't tell anyone whether you'd understand them.
Where you train
Your studio, their home, the park or online. Say which, and name the towns if you travel. If you train in a gym, say whether they'd need a membership, because that changes the real price.
How it works and what it costs
Session length, how often, and a price per session or a starting price. People won't book a call to find out they can't afford you. Packs are sold your usual way, since the site takes no payments.
One way to start
A free call or an intro session, and one button for it. A set-length call is what Shingle's booking page handles well, with your hours, your notice rules and an email reminder the day before.
Your qualifications
Your certification and who issued it, CPR and AED, and any specialty such as pre- and postnatal. List only what you hold and what's current. Someone coming back from an injury reads this part closely.
Client stories
Real people, with their written OK, in their own words. Talk about what changed, like climbing stairs or lifting the grandkids, and skip promised pounds. If you have none yet, leave this out until you do.
How they search
- personal trainer near me
- in home personal trainer
- online personal trainer
- personal trainer for seniors
- female personal trainer near me
- postnatal personal trainer
- strength coach near me
- how much does a personal trainer cost
What earns their trust
- Your certification, who issued it and that it's current
- CPR and AED training
- Liability insurance, if you carry it
- A photo of you at work, with a client who said yes
- Who you don't take, and when you'd send someone to a doctor
- A clear price or starting price
- Stories from clients who look like the reader
How it gets found
What moves a personal trainer up in a town's results.
Studio or service area
Choose Personal trainer on your Google listing. If clients come to your studio, show the address. If you go to them, set a service area and hide your home address, as Google asks.
Write a page for who you help
In-home training for seniors and postnatal strength are different searches with different worries. A page for each group you really train says more than one page for everybody.
Keep local and online apart
Someone searching in your town wants you in the room. Someone buying online coaching doesn't mind where you live. Say clearly which you offer, and give each its own page if you do both.
There's no trainer schema type
Schema.org has no personal trainer type. HealthClub is the closest for a studio. If you only travel to clients, plain LocalBusiness is the more honest choice.
How to sell one
Independent trainers live on referrals and Instagram, and that works until a client moves away or they leave a gym's floor. They buy a website when they want to look like a business, raise their rates or stop answering the same price question in DMs.
Rewrite their first line before you pitch. Read their Instagram bio, work out who they're best with, and change the demo's headline to say it. Many independents have no map listing, so expect to find them on Instagram or at local gyms, and build from a short description.
- “All my clients come from referrals.”
- Great. A friend hears your name and looks you up before they text you. If what they find says who you train and what it costs, that referral shows up ready to start.
- “I've got Instagram and a link in my bio.”
- Keep both, and point the bio at the site. The person scrolling at 10pm can then see your prices and book the call without waiting for you to answer.
- “I don't want to list prices.”
- A starting price is enough. It saves you the calls with people who were never going to buy, and the ones who do call have already said yes to the number.
- “I work out of someone else's gym.”
- Check what your agreement says about having your own site. Then the site is yours wherever you train next, and your clients have one place to follow you to.
Common questions
Can't find your answer? Read Shingle Help or email [email protected].
Who you train, where you train them, how sessions work, a price or starting price, your certification, real client stories if you have them, and one button to start, such as a free call. If you have one page at first, lead with who it's for.
Yes, at least a starting price. Training is a big monthly decision, and many people won't book a call just to learn whether they can afford it. A number filters out the wrong fit and reassures the right one. Say what's included, so the number makes sense.
No. Shingle doesn't take payments, so there's no checkout, membership or class pass. List your packs and prices on the page, then sell them your usual way, by payment link or through your coaching app. If clients buy in an app, point a button at it.
Not really. Each time slot holds one booking per person on your staff, so it suits one-on-one sessions and intro calls. There's no class size or sign-up list. For classes, keep class software such as Mindbody and link to its schedule from your site.
No. Shingle has no members' area or client logins. Keep your programs in a coaching app such as Trainerize or TrueCoach, and link to it from your site. The site's job comes before all that, helping the right person decide to start.
No. When you build from your Google listing, you can turn your address off, and a site built from a description shows one only if you give it. Name the towns you travel to, so people know you'll come to them.
Read next
- Online bookingServices, staff, hours and reminders on a booking page.
- NewsletterCollect confirmed subscribers and email them your news.
- What a small business site needsThe checklist, and why each thing earns its place.
- Website cost calculatorWhat each way of getting a site really costs.
- Demo sites and pitch linksA site to show them, and a link you send yourself.
Websites for other trades
Build your first site
Start from a Google listing or a few notes. Demos usually take 5–15 minutes.
7 days for $1, then $49 a month. Cancel any time.