Web design for personal trainers
Your best clients are the ones too nervous to walk in.
Confident gym-goers do not hire trainers. Your best clients are the ones who have not exercised in a decade, are dreading being the least fit person in the room, and have been putting off making contact for months. A website that speaks to them honestly — no shouting, no transformation photos, no six-week promises — reaches people that a wall of motivational posts never will. We build it that way, host it and look after it, with a £0 upfront website design fee.
- Per month: £49.99
- Upfront website design fee: £0
Illustration: a personal trainers pictogram beside an example website built for that trade.
Where you are now
Three people, three completely different starting points.
A trainer's website usually addresses one imaginary client who already trains. Splitting by where somebody actually is lets each of them see themselves, which is the entire job of the page.
Starting from nothing, and nervous about it
You want to know that you will not be shouted at, that the first session will not destroy you, and that you will be shown how to do things rather than tested on them. Most of my clients started exactly here.
What the site leads with
- No experience needed
- Private gym
- Go at your pace
Doing the work, not getting anywhere
You know your way around a gym and you have plateaued, or you keep picking up niggles. What you need is programming and someone watching your technique, not motivation.
What the site leads with
- Programming
- Technique
- Progression
An event, a goal or a return from injury
A race, a wedding, a return to sport, or getting back after a break. There is a deadline and a specific outcome, and the training needs to be built backwards from it.
What the site leads with
- Deadline
- Specific goal
- Structured block
Nothing here promises a result. What it does is tell somebody that their situation is normal and that you have worked with it before, which is what actually gets them to make contact.
Prices
Publish the price. Guessing is why people never enquire.
Personal training is widely assumed to be unaffordable, so people who could easily afford it never ask. Putting real numbers on the page removes the assumption and means the enquiries you get are from people who already accept the cost.
- Show what a month costs, not just a session
"£45" and "£360 a month for twice a week" land completely differently. Both are useful and only one of them is the actual decision.
- Say where the sessions happen
Your own studio, a commercial gym, their home or outdoors. It changes the price, the parking and whether somebody feels comfortable, and it is asked every single time.
- Be clear about cancellations
Twenty-four hours, and what happens if somebody is ill. Written down warmly, it prevents almost every awkward conversation in this trade.
Prices shown are the example trainer's illustrative rates. Yours are your own, and we change them whenever you want.
The conversation
A free chat, not a free session.
A free session sounds generous and puts people off, because it means turning up to a gym and being assessed by a stranger. A twenty-minute conversation, on the phone or in a coffee shop, is a far smaller step and converts considerably better.
- Ask what is realistic, not what is ideal
"How often could you realistically train?" gets an honest answer. "What are your goals?" gets an aspirational one that nobody sticks to.
- Give them room to mention an injury
Most people have something. A field that invites it means you find out before the first session rather than halfway through it.
- Offer to turn them away
Saying you will point somebody elsewhere if you are not right for them is disarming, honest, and it makes the people who do book far more committed.
If you would rather people messaged you directly, that stays prominent. The form is for the ones who have been putting it off for months.
The space
Show the room, not the results.
Transformation photographs are the convention in this industry and they are the wrong tool: they set an expectation you cannot control and they intimidate the exact person you want to reach. Photographs of the space, the equipment and ordinary people training do a much better job.
Photographs here are illustrative. Your own space and sessions replace them, with client photographs used only where you have written permission.
Where clients come from
Referrals bring the confident ones. Search brings the rest.
A trainer who has been going a few years is usually full of people introduced by existing clients, which is a lovely problem until three of them move away in the same term. The clients who arrive through a search are different: often more nervous, often starting from further back, and often the ones who stay longest once they trust you.
Being findable locally matters more than it looks, because personal training is bought within a fifteen-minute drive of home or work and nowhere else. Naming the areas you cover, saying where the sessions actually happen and being clear about parking are unglamorous details that decide who makes contact.
Your site plan
Five pages, and the honest one does the converting.
Training, prices, who you are, what starting actually involves, and how to have a conversation. A trainer's site does not need more, and it needs to sound like a person.
Who you work with, what it costs, where the sessions happen, and a route to a free chat.
- Who for
- Prices
- Free chat
One to one, small groups and programming, with what each involves and who each suits.
- One to one
- Groups
- Programming
Sessions, blocks and what a typical month costs, with cancellations explained.
- Per session
- Blocks
- Monthly
What the first session is like, what to wear, what to bring, and that you will not be pushed to collapse.
- First session
- What to wear
- Your pace
Your qualifications, insurance, how you got into it, and the consultation booking.
- Qualified
- Insured
- Book a chat
Generally up to five pages on Website, planned around how your customers choose.
Need something extra later? No problem. PrimeStart customers can order additional services such as extra pages, branding and one-off optimisation through their client dashboard whenever they need them.
The logic of SEO
You need six new clients a year, not six hundred.
Website + SEO is optional monthly work on how easily local customers find you, aimed at three searches agreed with you. A full one-to-one diary is a small number of people, which makes local visibility unusually cost-effective for a trainer.
The kind of searches SEO works on
- personal trainer Leeds
- personal training Leeds
- strength coach Leeds
£349.99/month total, website included. SEO never promises a position, a number of enquiries or a revenue figure. It promises the work, every month.
Already have a website you are happy with? Ongoing SEO is only available with the managed website, as Website + SEO — PrimeStart does not run SEO on a site it does not host. If you would rather keep your current site, talk to us first and we will tell you honestly whether moving it across is worth it.
- 1
A website that sounds like a person
Three trainers compared on a phone. Two of them have transformation photos and shouting. The one that sounds calm and lists prices gets the message from the person who has been putting it off.
- 2
Found by the people already looking
The SEO work is monthly work on the local searches, your Google Business Profile and the listings that decide who appears when somebody near you types personal trainer near me.
- 3
Small numbers, long relationships
A client who trains twice a week for two years is worth thousands. Six of those a year is a full business, which is a very achievable target from local search.
- 4
A site that lowers the first step
A free conversation rather than a free session, prices in the open, and honesty about who you work with. Everything designed to make the first contact easy.
We research your area first, recommend three that make commercial sense, explain why, and agree them with you before any work starts.
Your Client Platform
Change your prices without asking anybody.
Every PrimeStart customer gets their own Client Platform. It is where the project lives: the stage it has reached, what we are waiting on, the draft to look through, and the button that says you are happy with it.
- Follow the build stage by stage, without emailing to ask
- Send photographs of your space straight from your phone
- Message PrimeStart directly, with the whole thread in one place
- Preview the draft on a laptop and a phone, and mark up changes
- Approve the website before anything goes live
- Ask for changes afterwards, and order services when you need them
- See your SEO report, tracked searches and recommendations each month (Website + SEO)
There is nothing technical to learn. One login to your Client Platform, and you never have to open WordPress.
Illustration of the Client Platform for a fictional personal trainers business. SEO reporting is included with Website + SEO.
The plans
The same training website, with or without the monthly SEO work.
The Website is the whole thing: designed, built, hosted, managed and kept current, with your domain name included. Website + SEO adds monthly work on how easily local customers find it. Clear pricing. Straightforward terms. No surprises.
A personal trainer's website that speaks to the person who has been putting it off, with prices in the open.
Designers usually charge for the build before the website exists. We absorb that cost and recover it through the monthly service, which is why the plan carries a minimum term, and why there is nothing to pay up front beyond the first month.
Complete the term and the website is yours: stay with us on a rolling basis with no new minimum, or move it to hosting of your own.
Want PrimeStart working on how customers find you? Website + SEO is £349.99 a month in total, with the same website included. The same managed website, plus monthly work on three agreed local searches, which for a trainer can be a full diary. How SEO works
£49.99per month
- Upfront website design fee
- £0
- What you pay to start
- Your first £49.99, at signup
- Minimum term
- 18 months
- Over the minimum term
- 18 × £49.99 = £899.82
- After month 18
- The website is yours
- If you stay
- £49.99 a month, rolling, no new minimum
What the plan includes
- Written for the nervous clientThe person who has been putting it off, not the one already training
- Prices in the openBecause guessing is why most people never enquire
- A free chat, not a free sessionA far smaller first step, and it converts better
- The room rather than resultsNo transformation photos, no promises you cannot control
- Where sessions actually happenStudio, gym, home or outdoors, with parking - asked every time
- A professionally designed, custom-built WordPress websiteGenerally up to five pages, planned around how personal trainers are chosen
- Hosting, your domain name and SSLIncluded and managed by PrimeStart
- Security, backups and updatesKept current, backed up regularly, WordPress and plugins updated by us
- Enquiry forms and basic Google foundationsForms that reach you; structure, titles and descriptions search engines read
- Support, small changes and your Client PlatformReasonable small changes subject to fair use, and one place to follow, message and approve
How it works
Your part takes about as long as one session.
Choose a plan, tell us who you work with and what you charge, then tell us what to change on the draft. We do the rest.
- 1
Choose your plan
Website, or Website + SEO. The upfront website design fee is £0 and your first monthly payment is taken at signup.
- 2
Tell us how you work
A short onboarding in your Client Platform: your services and prices, where sessions happen, your qualifications and insurance, photographs of your space, and where enquiries should land.
- 3
Ready to Build
We check we have what we need. If a price or a service needs a decision, we say exactly which, and get on with the rest.
- 4
First draft
A working draft on a phone and a laptop: the three starting points, the prices, and the consultation booking.
- 5
Approve and launch
Reasonable in-scope changes, then you approve it. Nothing is published until you say so.
We aim to have your first website draft ready within 5 working days once PrimeStart has everything needed and confirms your project is Ready to Build. Payment alone doesn’t start the clock; missing details, revisions or domain delays can extend it.
You review the draft and request reasonable in-scope changes. If there’s a genuine problem we can’t put right within scope after reasonable attempts, we can cancel the agreement and refund Website subscription payments made, subject to any disclosed non-recoverable third-party costs.
Questions personal trainers ask us
How much does a website for a personal trainer cost?
What happens at the end of the 18 months?
Is the domain name included?
Can I use before and after photos of my clients?
Can the site say I help with weight loss or back pain?
Should I really publish my prices?
How quickly will I see a first draft?
What is SEO, and do I need it to start?
You coach the sessions. We'll run the website.
Web design for personal trainers at £49.99 a month with a £0 upfront website design fee: written for the person who has been putting it off, with prices in the open and a first step that feels small.
Prefer to call? +44 7446 265140 or email contact@primestart.co.uk