Websites for fitness coaches and gyms: packages, booking, and trust

Why this matters

Fitness coaches and gyms sell on trust and clarity. Visitors need to see what you offer, how it works, and how to start.

Most fitness sites overcomplicate things with too much motion, vague offers, or weak trust signals. Keep it simple and clear, and you win more clients.

1) Clear packages and offers

Visitors need to understand what you offer and how much it costs. Vague offers or hidden pricing make people leave.

What to include

• Specific packages: "1-to-1 coaching", "Small group training", "Online programmes" - not just "services".
• Price range or starting price: "From £X per session" or "Packages from £X/month" - helps people decide quickly.
• What's included: Number of sessions, support, resources, duration.
• Who it's for: Beginners, advanced, specific goals, injuries.

What to avoid

• Vague offers like "fitness coaching" without specifics.
• Hiding prices completely (makes people suspicious).
• Too many options without clear differences.
• Generic copy that could apply to any coach.

2) Easy booking and enquiry

If people cannot book or enquire easily, you lose clients. Make the next step obvious.

What to include

• Clear call-to-action: "Book a consultation" or "Start your programme" - same place on every page.
• Simple booking form: Name, email, phone, brief message - not 20 fields.
• Booking system link: If you use Calendly, Acuity, or similar, make it obvious.
• Phone number visible: Some people prefer to call, especially for first contact.

What to avoid

• Burying the booking link in the footer or on a separate page.
• Complex forms with too many fields.
• Booking systems that are slow or broken on mobile.

For more on forms, see form design that gets completed.

3) Trust signals and proof

People need to trust you before they book. Show proof that you deliver results.

What to include

• Testimonials: Real quotes from clients, with names and photos if possible.
• Results: Before/after photos, case studies, success stories (with permission).
• Credentials: Qualifications, certifications, years of experience.
• Reviews: Google reviews, Trustpilot, or other review platforms.

What to avoid

• Generic testimonials that could be from anyone.
• Over-promising results or making unrealistic claims.
• No proof at all - just claims without evidence.

4) Performance and mobile

Many fitness sites use heavy video and motion that kills mobile performance. Fast pages work better than slow showreels [2]Source 2 .

What to include

• Fast load times: Optimise images, avoid heavy video autoplay. See fast websites: what fast means.
• Responsive design: Sites that work well on desktop, tablet, and mobile. See responsive design: why all devices matter equally.
• Optimised images: Compress photos, use modern formats. See image and video performance.
• Good Core Web Vitals: Fast, responsive, stable pages [1]Source 1 .

What to avoid

• Heavy video backgrounds or autoplay video that slows pages.
• Too much animation or motion that distracts from content.
• Large, unoptimised images that take forever to load.

5) Clear structure and content

Visitors need to find information quickly. Clear structure helps people understand what you do and how to start.

What to include

• Simple navigation: Home, About, Services/Packages, Testimonials, Contact/Book.
• Clear headings: "What I offer", "How it works", "Who it's for", "Get started".
• FAQs: Common questions about sessions, pricing, cancellation, what to expect.
• About section: Your story, approach, why you do what you do.

What to avoid

• Complex navigation with too many menu items.
• Long paragraphs without breaks or headings.
• Jargon or fitness industry buzzwords that confuse people.

For more on content, see writing for the web: content that converts.

6) Accessibility

Your site should work for everyone, including people with disabilities. Accessibility is not optional [3]Source 3 .

• Keyboard navigation: All functionality accessible via keyboard.
• Alt text for images: Describe photos and graphics.
• Clear contrast: Text readable against backgrounds.
• Form labels: All form fields properly labelled.

For more on accessibility, see what accessibility means.

Summary

A fitness coach or gym website that converts needs: clear packages with pricing, easy booking and enquiry, trust signals and proof, fast mobile-friendly pages, clear structure and content, and accessibility.

Get these right and your site does its job.

If you need a site that does this properly, see websites for fitness coaches and gyms or website build services. For more on getting enquiries, see why your website isn't getting enquiries. You can also get in touch to discuss your project.