Pages a personal trainer's website should have

Most trainers build a website the wrong way round. They pick a template, write a slogan, add a photo of a kettlebell, and stop. Then a stranger lands on it and can't tell what you offer, where you train or how to book.

So here's the fix. Build the pages a nervous first-timer would look for, in the order they'd look for them. Only build what matches what you really do. If you don't run small groups, don't make a small group page. Skip it. Eleven pages follow, then the order to build them in.

Purpose: Tell a stranger within a few seconds who you train, where, and what to do next.

Open with one plain sentence on what you do and for whom. "Personal training for busy parents in your area, in parks and at home" beats "Transform your life." Follow it with where you train: gym, park, client's home, online, or a mix. Then a short line on how sessions work, and one clear button. "Book a free chat" or "Send an enquiry", whichever you actually offer.

Below that, give a short list of links to your other pages: services, pricing, locations, qualifications. Add one or two real photos of you training, not stock images. If you've got a client story you have permission to use, a short extract belongs here too.

Keep it short. The home page is a signpost, not your life story. Every extra paragraph is another reason for someone to leave before they reach the booking button.

Check it on your phone before anything else.

Avoid vague slogans, a wall of text, a slideshow that moves on its own, and any promise about results. Don't bury the button at the bottom. Don't list every service you've ever thought about offering.

Purpose: Show exactly what you sell, so people can pick one and move on.

List only what you offer. One-to-one training, small group sessions, online coaching: if you do all three, give each its own short section. If you do one, write about one. That's fine. It reads as honest.

For each service, cover four things. Who it suits. Where it happens. How long a session lasts. Keep it to a few lines. Say what happens in the session rather than what it will do for the client. "We'll work on strength and mobility with weights and bodyweight exercises" is clear. "Burn fat fast" is a promise you can't keep.

If you offer online training, explain how it works in practice. Live video calls or a written programme? What kit does the client need? How do they reach you between sessions?

Link each service to your booking or enquiry page. Don't make people hunt for it.

And be careful with health wording. Don't promise cures, treatment outcomes or results on any page. Describe what happens in a session instead. Before you publish any health claim, check the Advertising Standards Authority's current guidance on health claims.

Avoid listing services you don't offer yet "just in case". Avoid jargon only another trainer would understand. Avoid outcome promises and fitness buzzwords that tell the reader nothing.

Purpose: Help the right people recognise themselves, and help the wrong people move on kindly.

Write this page in the second person: "you". Describe your typical client in ordinary terms. New to exercise. Returning after a break. Training for a event. Working around a desk job. Keep to what's true for you, because this page only works if it's accurate.

Then say who you're not the right fit for. This feels risky, but it saves everyone time. Maybe you don't coach competitive athletes. Maybe you don't work with clients who need specialist medical rehabilitation. Say so plainly, and suggest they look for someone with that specialism.

Say what a good fit looks like in practice. Someone who can commit to a regular slot. Someone who wants guidance rather than a drill sergeant. Your own style matters here; describe it honestly.

If you have a particular interest or specialism, mention it, but only if you've genuinely trained people in that area. If a rule or qualification matters for a specialism, check with the relevant regulator or awarding body rather than guessing.

Avoid trying to appeal to everyone. "Anyone and everyone" tells people nothing. Avoid describing clients by their bodies or what's "wrong" with them. Avoid claiming you can help with medical conditions you haven't been trained to support.

Purpose: Remove the fear of the unknown, which is what stops most people booking.

Walk the reader through it, step by step, as if you're telling a friend. Where do they meet you? What should they wear and bring? How long does it last? What happens in the first ten minutes?

Most trainers start with a chat: goals, past injuries, how the person feels about exercise. Say if you do that. Then explain what comes next. A gentle warm-up, then a few basic movements so you can see how they move. After that, a short workout at a level that suits them. Say how you'll finish and what happens afterwards, such as a plan for the next session.

Be clear about any forms. If you ask clients to complete a health questionnaire before starting, say so and say why. Keep the tone calm and plain.

This page is also where you set expectations without making promises. "You'll leave knowing what we'll work on next" is fine. "You'll feel amazing and see results" is not. Describe what happens; let the client decide how they felt about it.

Include a line on what to do if they're nervous. Many people are. You can say it's normal, and that they can go at their own pace.

Avoid jargon, vague "assessments" nobody can picture, and any hint that the first session will be a punishing test. Don't promise how they'll look or feel afterwards.

Purpose: Explain how your pricing works so nobody has to guess or feel awkward asking.

You don't have to publish exact prices to write a useful page, though many trainers find it saves time if they do. Whatever you choose, be clear about it. If you list prices, keep them current and say what's included. If you don't, explain how pricing works and how someone can get a quote.

Cover the things clients really ask. Is there a single-session price and a block price? How long does a block last? How do people pay? What's your cancellation policy, and how much notice do you need? What happens if you cancel? Do they pay in advance or after each session? Is there a charge for travel to a home or park?

Explain the differences between your options in simple terms. One-to-one costs more than a small group because the client gets your full attention for the whole session. Say that if it's true for you, and keep it factual rather than defensive.

If you offer a free intro chat or trial session, say exactly what it covers and whether it's free. Don't make the reader work out the catch.

Make sure the page links to your booking or enquiry form.

Avoid fake discounts and countdown timers that create pressure. Avoid "from" prices that bear no relation to what people pay. Avoid hiding the cancellation terms in small print. Never invent a price you don't charge.

Purpose: Tell people whether you're close enough, and exactly where to turn up.

Say where you train, in plain terms. Name the gym, park or studio if clients come to you there. If you travel to people's homes, list the towns, villages or postcode areas you cover. If you train online, say so, and say whether you take clients from anywhere or only certain areas.

Add practical detail. Parking, nearest station or bus route, whether sessions go ahead in bad weather, and what the indoor backup is for outdoor sessions. These small notes remove a lot of hesitation.

The UK monthly estimate for that phrase is 18,100 (DataForSEO, 18 October 2026). That's a national estimate, not a figure for your town, so treat it as a sign of how people look, not a forecast for you. The useful lesson is simple: people want to know what's nearby, so make your location impossible to miss.

If you cover several areas, resist copying the same page with the town name swapped. Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam. Each area page must carry something genuinely different: a real meeting spot, local detail, different availability. If you can't add that, use one page and list the areas.

Avoid listing dozens of towns you never visit. Avoid giving a home address if you train from home and don't want people turning up. Avoid copy-and-paste area pages.

Purpose: Make the next step so easy that nobody gives up halfway.

Decide what you want people to do. Book a slot directly? Send an enquiry? Book a free chat? Pick one main action and make it obvious. Then keep the form short. Name, email or phone, what they're interested in, and a box for anything else. Every extra field loses someone.

Say what happens after they submit. "We'll reply within a working day" is helpful, but only write it if you can keep to it. Say how you'll contact them, by email, phone or message.

If you use a booking tool, test the whole journey on your phone, start to finish. Check the confirmation email arrives. Check the times shown are correct and that holidays are blocked out. A broken booking page is worse than none.

Add a short reassurance line near the button, such as "No obligation, just a chat about what you need." Include a way to reach you if the form fails, like an email address or phone number.

Keep health questions to what you need at this stage. You can gather more detail at the first session. If you collect personal information through the form, check the current guidance from the Information Commissioner's Office on handling it.

Avoid long forms, mandatory fields you don't need, and pop-ups that block the page. Avoid vague buttons like "Submit". Don't leave people wondering whether the enquiry went through.

Purpose: Show clients you're properly trained and covered, in plain words.

State your qualifications, but only if they're real. Name the awarding body only if you're sure it's accurate. Give the qualification title as it appears on your certificate, and the year if you want to. Add any extra training or courses, again only if genuine.

Do the same for insurance. If you carry public liability or professional indemnity cover, say so plainly, and name the insurer only if that's accurate. Keep it simple. A short list is plenty.

Don't state rules about what's required, because that isn't your job on this page and it's easy to get wrong. If you're unsure what applies to you, check with the relevant awarding body, your insurer or your local council.

If you're a limited company, your website must show the registered company name, registered number, registered office address and where you're registered (GOV.UK). A footer is a common place for it. If you're a sole trader, you don't need to make this up; just don't claim a company status you don't have.

Think about how the page reads. Clear and calm beats a wall of logos. If you hold first aid training, say so, with the same care: only if it's current and real.

Avoid inflated titles, vague claims like "fully qualified" with no detail, and logos you're not entitled to use. Avoid listing expired certificates as current. Never claim a qualification or cover you don't hold.

Purpose: Let real clients describe their experience, in their words, with their permission.

Ask first. Always. Get clear agreement from the client about what you'll publish, including their name, photo and words, and check they're happy for it to stay online. Offer to use a first name only. Respect it if they say no.

Keep stories grounded in what happened. How they started, what the sessions involved, what they enjoyed, how training fitted into their week. Let them describe their own experience without you steering it into a sales pitch. Short is fine.

Be careful with outcomes. Don't promise results to anyone reading, and don't present one person's experience as typical. Before-and-after photos are risky unless you can back up every claim they imply, so if you can't, leave them out. Don't promise cures, treatment outcomes or results on any page; describe what happens in a session instead. Check the Advertising Standards Authority's current guidance on health claims before publishing any claim.

If you're new and have no stories yet, don't invent any. Leave the page out until you have real ones, or put a short line about how the first sessions run instead. An honest empty space beats a fake testimonial.

Avoid made-up names, stock photos presented as clients, edited quotes that change the meaning, and weight or measurement claims you can't prove. Avoid publishing anything without written agreement.

Purpose: Let people get to know you and reach you without effort.

Write about yourself the way you'd talk to a new client. Where you're from, how you got into training, what your sessions are like, and what you care about. Add a clear photo of your face. People are handing you their time and trust, so they want to see who they're dealing with.

Keep it relevant. Two or three short paragraphs is plenty. A line about your own interests helps people connect, but keep the focus on the client.

Then make contact easy. Give an email address, a phone number if you're happy to take calls, and say when you usually reply. Add a link to your booking page and your social profiles if you actually use them. Check every link works.

If you're a limited company, include the registered company name, registered number, registered office address and where you're registered, as GOV.UK requires. Repeat your insurance line if you like.

If you answer messages only at certain times, say so. It saves frustration on both sides and stops people feeling ignored.

Avoid a long autobiography, a contact form as the only option, and a phone number you never answer. Avoid stock photos in place of you. Avoid claiming a team or premises you don't have.

Purpose: Give people who search nearby a clear, accurate listing that matches your website.

If you travel to clients, treat yourself as a service-area business. Remove the address from the profile and set your service areas instead. You can add up to 20. Edits to service areas can take up to 48 hours to show (Google guidelines), so don't panic if nothing changes straight away.

Use the real-world business name shown on your shopfront, website and stationery. Don't add keywords to the name. You can't pay for a better local ranking, so ignore anyone who says otherwise. Keep your hours and holiday hours updated, and make sure they match your website.

Fill in the rest properly: category, a short honest description, a booking link, real photos, and contact details that match your site exactly. Check it every few months, and again before any holiday.

Don't use a friend's address or a virtual office to look more local. If you train in a specific gym or park and clients come to you there, check Google's guidelines on whether that location can be shown, rather than guessing.

Avoid stuffing the name with extra words, listing a home address you'd rather keep private, and leaving old hours up after a change. Avoid copying your website word for word without checking it still reads well.

1. Home page: say who you train, where, and what to do next.
2. Services: list only what you actually offer, in plain terms.
3. Booking or enquiry page: make the next step simple and tested on a phone.
4. Google Business Profile: set your service areas and keep details matching your site.
5. Qualifications and insurance: state only what's real and accurate.

The rest can follow. A first-session page, pricing and client stories all help, but they come after the basics work. Build slowly, check each page on your phone, and only publish what's true.

Seracu offers a free snapshot that shows which topics your site lacks compared with competitors.