Pages a gym's website should have

Most gym websites do one job well: they look like a gym. Few do the other job, which is answering the questions a stranger has before they walk through your door. Where are you? What does it cost? Is there parking? Can I try it first?

So here's the practical version. Eleven pages, in order, with what each one is for and what to leave off. Build only the ones that match what you really do. If you don't offer personal training, skip that page. A missing page beats a made-up one.

Purpose: To tell a stranger what your gym is, who it's for and what to do next, in about ten seconds.

Start with one plain sentence about what you are. "An independent gym in [your town] with free weights, a cardio floor and small-group classes." That sort of thing. Say who you suit: beginners, serious lifters, over-50s, parents, whoever you really serve.

Then put the useful stuff within one scroll. Opening hours. Your address. A clear button for the thing you most want people to do, whether that's booking a trial, joining or getting in touch. Add two or three real photos of your own space and your own people (with their permission).

Link out to the other pages from here. Membership, classes, facilities, contact. Think of the home page as the front desk: it points people the right way and doesn't try to answer everything itself.

Check it on a phone. Most visitors will see it there first, so the buttons need to be easy to press with a thumb.

Avoid stock photos of gleaming gyms that aren't yours, vague slogans with no detail behind them, auto-playing video, pop-ups that cover the page, and a wall of text about your "journey". Don't promise results or transformations. Say what you offer and let people decide.

Purpose: To let someone work out what joining costs and what they're signing up to, without having to phone or turn up and ask.

Only build this page if you'll keep it current. A price list that's a year out of date does more harm than having no list at all.

List each membership option on its own line or in its own box. Give the name, the price, how often it's paid and what's included. Peak and off-peak, student, couples, concessions: whatever you really run.

Then state the terms plainly, in your own words. Cover the joining fee, if there is one. The minimum term. How cancellation works. Whether members can freeze. Write it the way you'd explain it across the counter to someone who'd never been in. No small print tucked at the bottom in grey.

Have someone qualified check the wording before it goes live. Terms are one of those areas where a quick review beats a costly argument later. We aren't going to tell you what the rules say; that's for them.

Finish with a clear next step: join online, or book a visit first.

Avoid "from £X" prices that hide the real figure, pricing that only appears after someone hands over their email, terms that contradict what staff say in person, and old offers left on the page after they've ended. Don't bury the cancellation details. If it's awkward to explain, that's a sign the offer needs simplifying.

Purpose: To show what's genuinely inside, so people know whether your gym has what they need.

Be specific. Don't say "state-of-the-art equipment". Say what's there. Racks, platforms, dumbbell range, cable machines, rowers, bikes, a stretching area, changing rooms, showers, lockers.

Group it by area if that helps: weights floor, cardio, studio, changing facilities. Use real photos taken on a normal day, not just after a deep clean (though a tidy floor never hurts).

Mention the practical bits people wonder about. Do you provide towels? Are lockers free or coin-operated? Is there a water fountain? Can people bring their own padlock? These small answers settle a lot of hesitation.

If a piece of kit is out of action for a long stretch, take it off the list. If you've got something unusual that suits your crowd, such as a strongman area or a boxing corner, give it a short paragraph of its own.

Keep it honest about size, too. A compact studio can say so and be proud of it. Small isn't a flaw if you tell people up front.

Avoid listing equipment you used to have or plan to buy. Don't use brand names to imply a quality you can't back up, and don't borrow photos from a supplier's brochure. If it isn't in the building, it doesn't belong on the page.

Purpose: To show what's on, when, and how to book a place.

This is the page people return to most, so it has to be right. Show the current week or the current term, whichever fits how you run things. For each class give the name, day, time, length, the instructor if you like, and the level.

Write a line or two on what actually happens in each class. "Forty-five minutes of circuits in pairs, moderate pace, all levels welcome." That tells a nervous newcomer far more than a catchy class name does. Describe the session; don't promise what it will do for their body.

Make booking easy. A button next to each class beats a separate page to hunt for. If places are limited, say so. State your cancellation rule for bookings, and say what happens if someone's late.

Take down anything that's finished. Old timetables, ended courses and last season's special events should be deleted, not left lying around. If you want a record, keep it somewhere private.

Check it after every change in the rota. A class that's been cancelled but still shows is the fastest way to annoy someone.

Avoid screenshots or PDFs of the timetable that can't be read on a phone, class names that need a decoder ring, and outdated entries. Don't claim a class will burn a set amount, shape anyone or fix anything. Before you publish any health claim, read the Advertising Standards Authority's current guidance on health claims.

Purpose: To explain what one-to-one or small-group coaching involves, who does it and how to start.

Build this page only if you offer it. If a trainer rents space from you or works alongside your team, say how that works so nobody's confused.

Introduce each trainer with a short, real profile. A photo, their name, what they focus on, how they like to work. Qualifications can go in if you've checked them and they're accurate. If you're not sure how to word one, ask the awarding body.

Describe a first session. What happens? A chat about goals, a look at how someone moves? A simple plan? Spell out how long it lasts and what to wear. People worry about being judged, so a line on how you handle that goes a long way.

Give the prices, or explain how to get a quote. List session lengths and any block bookings. Say how to book and how to cancel.

Keep the language about outcomes careful. Describe the process: what you'll do together and how you'll track progress. Don't promise a result. Nobody can, and the page reads better without it.

Avoid before-and-after photos used as a promise, claims of guaranteed results, talk of curing or treating conditions, and trainer bios padded with credentials you can't evidence. Don't leave a trainer's page up after they've left.

Purpose: To give someone a low-risk way to try the gym before they commit.

Only include this if you offer it. If you do, it's often the page that turns a curious visitor into a member, so make it simple.

Say what's on offer. A free trial or a paid day pass? Maybe a week's taster? Give the price (or say it's free), what's included, and any limits. Can they use the classes? Is an induction included? Do they need to be over a certain age or bring ID?

Explain how to book, ideally in one step. A short form asking for the minimum: name, contact details, preferred day. Then tell them what to expect. Who'll meet them, where to go, what to bring.

Keep the tone relaxed. Plenty of people feel nervous walking into a gym for the first time. A couple of sentences that say "come as you are, we'll show you round" do real work here.

If the offer has an end date, show it. When it's over, remove it.

Avoid hidden catches, such as a "free" trial that quietly turns into a membership. Don't ask for payment details if the trial is free, and don't hide the booking form behind a long sign-up. Don't leave expired offers online. If conditions apply, state them upfront.

Purpose: To get people to your door on time, without a phone call.

This is the most practical page you have. Get it right and it quietly saves you a stack of enquiries.

Put your full address and a map. Then describe the last stretch in words, because maps don't tell you which door to use. "We're on the first floor above the florist; the entrance is round the side." Add a photo of the entrance.

List your opening hours for every day. Include staffed hours if they differ from access hours (for 24-hour or key-fob gyms). Show bank holiday and other special hours well before they happen.

Cover parking honestly. Is there a car park, and is it free? Where's the nearest street parking, and are there time limits? Mention bus stops, train stations and bike racks if they help.

If you're a limited company, show your registered company name, registered number, registered office address and where you're registered somewhere on the site. The footer is a common spot. That's a GOV.UK requirement for UK limited companies.

Repeat the same details everywhere. The name, address and hours on your site should match your Google profile, your social pages and your door.

Avoid a map with no written directions, hours that are out of date, and "ample parking" when you've got six spaces. Don't make people dig through a menu to find your address. And don't let the footer and the contact page disagree.

Purpose: To tell people honestly what access is like, so they can decide without having to ask.

Be specific, because vague reassurance helps nobody. Don't write "we welcome everyone" and leave it there. Say what's physically true.

Cover the building: step-free entrance or not, lift or stairs, door widths if you know them, accessible toilets and changing rooms, parking close to the door. Cover the kit: whether any equipment suits wheelchair users, whether there's seated or adapted equipment, how much floor space there is to move around.

Then cover the people. Do you run quiet sessions? Women-only hours? Classes for older members or beginners? Say so and give the times. Mention whether staff have had relevant training, but only if it's true and you can name what it was.

Where you fall short, say that too. "The studio is upstairs and we don't have a lift. The main gym floor is on the ground level." Honest is better than polished. People can plan around a limitation; they can't plan around a surprise.

Invite questions. Give a direct email or phone number for anyone who wants to check something before visiting.

Avoid empty phrases like "fully accessible" or "all abilities welcome" without detail behind them. Don't claim facilities you don't have, and don't use stock photos of a diverse crowd that isn't yours. If you're unsure what your legal duties are, check with your local council or the relevant regulator.

Purpose: To let real members speak for the gym, in their own words.

Real is the only rule that matters here. Use reviews that people actually left, and make sure they're current enough to describe the gym as it is now.

Pull in a handful from the places members already leave them, such as your Google profile. Name and source them where the reviewer is happy for you to. Keep them whole where you can. If you shorten one, don't change its meaning.

Pick a spread. Some about the classes, some about the staff. A few about the space. Don't only choose the glowing ones that sound the same. Variety looks real because it is.

Ask for reviews in a low-key way. A card at the desk, a message after a trial. Or a link in a follow-up email. Don't offer discounts or freebies in exchange for a particular rating, and don't write them yourself or ask staff and friends to do it.

Reply to reviews, good and bad. A calm, factual response to a complaint says more about your gym than a wall of five stars.

Refresh the page now and then. Old reviews from years ago, when you had different staff or a different layout, can mislead.

Avoid fake or edited reviews, testimonials from people who don't exist, results-based claims like "lost three stone" presented as typical, and copy-pasted praise from other sites that you don't have permission to use. If a member's words promise a health outcome, think twice before publishing them as they stand.

Purpose: To show there are real people behind the gym and make it easy to reach them.

Tell your story briefly. Why you opened, who you built it for, what you care about. Two or three short paragraphs will do. Include the people: owner, coaches, front-of-house. A photo and a first name each is plenty.

Keep it grounded. "We opened in a former warehouse because we wanted space for proper lifting" is more useful than "passionate about fitness". Say what makes the place what it is.

Then make contact easy. Give a phone number, an email address and a simple contact form. Say when you're likely to reply. If most enquiries come through social media, link to those accounts, but don't rely on them alone.

Repeat your address and hours, or link to the page that has them. Add the company details here too if you're a limited company and haven't put them in the footer.

Mention anything that helps a newcomer feel at ease: "Come in and say hello, someone will show you round." Keep the tone the same as the gym itself. If your place is relaxed, write relaxed.

Avoid long mission statements, a contact form as the only way to reach you, and bios that read like CVs. Don't use "Dear valued customer" language. And don't leave placeholder text, a broken form or a dead phone number sitting there.

Purpose: To give you a free listing that shows your gym when people look for one nearby.

This isn't a page on your site, but it deserves a place on this list. Many people will meet your gym here before they ever see your website. For context, "gym near me" gets an estimated 673,000 searches a month across the UK. That's a national estimate and says nothing about your town specifically, but it shows how often people look.

Use your real-world business name, the one on your shopfront, your website and your stationery. Don't add extra words to the name to try to stand out. Google's guidelines ask for the real name, and stuffing it with extras can cause trouble.

Fill in everything. Address, phone number, a link to your website, your category, a short description, photos, and your opening hours. Keep those hours up to date, including holiday hours. If you're closed on a bank holiday and the listing says open, someone will turn up to a locked door.

Add a booking or trial link if you can. Make sure what's on the profile matches your website exactly: same name, same address, same hours.

You can't pay for a better local ranking, so don't believe anyone who says you can. Look after the profile honestly instead, and reply to reviews.

If you have more than one site, give each its own profile and its own page on your website. Google's spam policies treat many near-identical pages made mainly to manipulate rankings as spam. So each branch or area page needs something genuinely different on it: its own address, hours, facilities and team.

Avoid keywords in the business name, copied descriptions, stale hours, a listing for a site you don't really operate from, and near-duplicate pages for areas you don't serve.

1. Home page: what you are, who it's for, hours, address and one clear next step.
2. Opening hours, address, parking and how to find us: the page that gets people through the door.
3. Membership options and prices: clear costs and plain terms, kept current.
4. Classes and timetable: what's on, when, and how to book.
5. Google Business Profile: set up, complete and matching your website.

Everything else on this list follows. Add the pages that fit your gym when you've got time to do them properly.

Not sure which of these your site lacks? Seracu offers a free snapshot that shows which topics your website is missing compared with your competitors. It's a quick way to see where to start.

One more number, for the curious: "gym website" gets an estimated 260 searches a month in the UK, and "gym website design" about 70. Again, national estimates (DataForSEO, 18 October 2026), not per town. Small numbers. Plenty of owners still haven't sorted the basics, and the pages above are the basics.