With over 350 websites, 1,400+ marketing campaigns and multiple online businesses under his belt, he has a wealth of industry specific knowledge for PT's.
What You'll Learn In this unit, you'll learn how to build a professional looking and factional website for your PT business and why it is your biggest marketing tool. It is the pace where you can show off all your skills, fans, reviews, services, cost in one place, with out having to restrict your content copy. It is the one place you will be able to gather your business and market in one space on your terms.
Why is This Important? Your personal trainer website will be your main marketing asset. It will be the cornerstone for all your marketing strategies, whether that's email, social media, content or paid search engine marketing. It MUST be done properly. While we recommend you seek professional help with your website, you can also use this step by step guide. So lets jump in.
Having a website for your personal training business is a critical aspect of your local marketing strategy. Nowadays, people don’t search the phonebook when looking for a personal trainer, they search the internet.
If you don’t have a website for your business, you are missing out on countless potential clients. You don’t need to seek out these people; they are looking for YOU, right now.
Now, as a website designer for My PT Website, I’d recommend you check us out if you’re in need of a website for your personal training business, but I'm probably bias ;)
However, if you’re the kind of business owner that likes to get their hands dirty, there is always the option of building a website yourself.
Before we go any further, I should warn you that simply having a website is not going to magically bring clients to your doorstep. There are countless ways to optimize your webpage for marketing purposes, so many in fact that we could write a whole book on the topic and only scratch the surface. If you are brand new to the world of website building and online marketing, your best bet might be to simply save time and hire the experts… Like the experts at My PT Website (I know, not too subtle, but it’s the last bit of promotion, I promise).
Below, we’ll go step by step through the process you’ll need to follow to build a website for your personal training business.
Note: Just having a website does not mean you’re going to get new clients. There are so many variable that dictate the success of a fitness website and just having one isn’t enough.
What to do and what not to do is a whole subject on it's own so all I’ll say is get some good advice, create a strategy or pay for someone to do it for you.
Think of it like this, if you want your car fixed, you go to a mechanic, right? Because you want your car to work. So why, when it comes to one of the most important aspects of your business marketing strategy, would you do it yourself… Jus’ sayin’.
For those of you who are marketing savvy and have a lot of time on your hands. Here's how to build a personal trainer website yourself from scratch. Remember if you have no time, invest in someone to build you a website for you.
Step 1: Which Platform To Choose
The first step in building your website is going to be choosing a platform.
In the past, building a website was a complicated and time consuming process that require a deep knowledge of coding and design skills. But advances in content management systems like WordPress, Weebly and Squarespace have streamlined the process, allowing virtually anybody to design their own websites.
Three most popular site building platforms in 2016
Other website platforms exist, such as Joomla and Drupal, but the learning curve for these platforms are steep and require some coding knowledge. For beginners, I recommend using WordPressWeebly or Squarespace.
Choose a platform to build your website. I’m recommending WordPress, Squarespace or Weebly which are free to use and easy to understand.
Step 2: Choose a Domain Name
Before you start building your website on you’ll need to do two things:
Buy a domain name (for example: yourwebsitename.com)
Hire a hosting service. This is who will connect your webpage to the internet (not necessary if you use Weeblt and Sqaurespace because they host your site for you).
You can use the free domain name and hosting service provided by the website builder, but it doesn’t look very professional (example: yourwebsitename.wordpress.com). You are much better off buying your own inexpensive domain name. Hosing services are also pretty inexpensive, around $3-$5 per month.
Where do I buy a domain name? In my experience, www.1and1.com and Godaddy.com the best web hosting and domain registrar. They’re cheap and have an awesome dashboard that anyone can quickly learn to navigate.
As an added bonus, when you buy a domain name you’ll also be able to use a personal email account attached to your website (example: firstname.lastname@example.org). This looks way better to clients than a standard Gmail or Yahoo address.
Already have a domain name and hosting? Go ahead and skip ahead to step 3, where I’ll explain how you can set up your website.
How do I pick a good domain name? The easiest and most straightforward way to pick a domain name is to name it after your business itself (example: yourbusinessname.com)
The best website domains will end with .com, but if that’s unavailable .net and .org are also great options. Recently, novelty domain extensions have come on the market, like .pizza and .xyz among others. While these might seem fun and lighthearted, they don’t exactly project authority and are often difficult to remember. There are a few things to keep in mind when choosing a domain name for your website:
Is it brandable? Can you build a brand around your site name? if you specialize in bodybuilding, for example, a name like muscle-building-website.com is a pretty bad choice. A much better option would be muscletemple.com or kingsofmuscle.com. If you can’t imagine the name of your website printed on a t-shirt, you should probably think of something else.
Is it easy to remember? Keep the name short and sweet. If it is long and has weird word spelling, it’s much more likely to be forgotten.
Is it catchy? You want your site name to roll off the tongue. You’re not looking for high poetry here, but you don’t want a tongue twister either.
A good rule of thumb is if you personally like it and think it sounds good, go for it.
Do some brainstorming to come up with a unique domain name that reflects your business, site or blog.
Go ahead and secure yourself a domain name and web hosting through 1and1.com.
Step 3: Set Up Your Site
Your website layout is how you position your pages, headers, images and copy (text). It’s an important step in the website design process because website visitors need to see certain things in certain places to encourage them to contact you.
It’s easy to brush this off as a miscellaneous task because your website layout can design itself as you create content, but choosing a layout first will dictate your website copy and lead to a higher converting site. The best way to design your website layout is by thinking about what it is your website visitors want to see. Things they want to see might include:
Are they in the right place?
What makes this business different from its competitors?
Is the business owner competent and knowledgeable?
How much does the service cost?
How do I get in touch?
Answer these 5 questions quickly and you dramatically increase your chances of converting website visitors to leads. To do this we can create the following pages:
Let’s start with the home page. This is where most website visitors will land. Home Page The job of the home page is to let the user know that they’re in the right place and invite them to explore other pages of your site. You can do this by making sure the first thing they see are your services and location. For example, a huge headline that says: “Personal Training in New York” Alternatively, you could use a headline to show how you differentiate yourself from other similar services. “The Only Personal Trainer in New York With A No-Questions-Asked Money-Back Guarantee” Follow with a brief 300 word introduction about your company with a link to your About page to find out more about you. Another mention of your services and location will help with your visibility on Google. For example: [YOUR COMPANY] is a premium personal training service in New York who specialise in [YOUR NICHE]. We’ve helped hundreds of people just like you to achieve [GOAL] and transform their lives for the better. Connect with an experienced and qualified personal trainer today. Then a 300 word introduction to your services with a link to your Services page to find about more about them. For example: Appreciating the unique nature of each client is crucial to seeking the best results. However, it’s not only the methods that change from person to person. Not everyone wants the same level of impact as others. While some crave a complete body transformation, others are happy to regain a little self-confidence. Whatever your motives may be, [YOUR COMPANY] is here to support you throughout the process through a selection of three packages. Finally, a 300-word company mission followed by a link to your blog page. About Page The About page is designed to establish rapport and connect with the website visitor as a person. To do this, provide a profile photo accompanied with text that describes why you do what you do, how you can relate to your clients (show them that you understand their desires, fears, struggles, and goals), and how you solve the problems that are most important to them (i.e., how you differentiate yourself from your competitors). If you have client testimonials, this might be a good place to include them. Alternatively, you can have one strategically placed on your home page, about page, and services page so people are seeing proof of your abilities as they move throughout your site. Be sure to invite the reader to connect with you using a link to the contact page as this is your call to action. The goal of the site is to get people to contact you so you can invite them in. Examples of About page headlines include:
About [YOUR COMPANY]
Meet the Team
I’ve Been in Your Shoes
Meet the Founder
How We Help You
Notice how some of the headlines are informal and more about the reader than they are about the personal trainer. That’s because nobody cares about you. They only care about how you can solve their problems. With that said, try to use more “you” and “your” instead of “me” and “I” in your About page copy. “I’m an experienced and qualified personal trainer” Would become: “You benefit from the expertise of an experienced and qualified personal trainer” Services Page The goal of a Services page is to turn website visitors in to leads, NOT to make sales. It’s tempting to add buy now buttons to your services but you’re not Amazon and the website visitor doesn’t trust you yet.
Instead, provide information about your services by explaining the benefits they provide them and not focusing on the features. In other words, don’t talk about the workouts you provide so much as the results that they’ll derive from them. Then invite them to learn more by connecting with you. A button that links to your contact page will suffice. Start with a captivating headline that describes what the visitor would achieve should they hire you, like: Fat Loss Services For Busy Working Men. Then introduce your services with a few sentences and a testimonial if you have any. Next up, the meat and vegetables of what you do. This can often be difficult to portray without looking are sounding generic so try this.
Create a list of features, the things you offer your clients (monthly Skype calls, nutritional assessments, Facebook Group support, etc)
Next to each feature, explain how that feature benefits the client (monthly Skype calls are for accountability)
Now, use the benefits as a service description and list the features underneath in bullet points.
Package Name $Price/Month
If you are confident in the hows and whys of training and have a pretty solid knowledge of nutrition and training, this package is for you. You know what you're doing and need no support from me. You want to be a part of an awesome, like minded community to share your story and help others become successful!
The latest and scientifically advanced workouts and techniques
Food and nutrition diaries
Access to a closed community portal that you can talk to like minded individuals
Design your own workouts
Design your own nutrition plate
Track your progress
Contact Page The Contact page helps the website visitor to see whether you can serve them in their location. Providing all of your contact details also provides an element of trust. Who trusts a website with no contact details, right?
Even if you’re an online trainer, provide an address so website visitors can associate you with a physical location. Include as much contact information as possible including your phone number, email, or contact form. Most contact management systems have a drag-and-drop contact form that requires minimal technical skill so adding that should be simple. Keep it simple Blog Page Your Blog page is your money page. A blog is the single best way to get people to actually want to visit your website. Fill your blog with how to guides, resources and advice that are specific to your target market. Writing posts and copy are the hardest part about designing a website. If you’re not so great with words then it might be worth hiring a copywriter because bad copy can be detrimental to your business. Be sure to break up your text with images to the left and right of paragraphs. This shortens the length of the line and makes it easier for the website visitor to read.
In an ideal world, images would be professionally done and personal to you but you can also create a beautiful website by using stock photos from StockUnlimited.com and DepositPhotos.com.
IMPORTANT: Stock images look cheap and unprofessional. Use them only if you absolutely have to.
Step 4: Promote Your Website
Everything in steps 1 to 4 only make up only 10% of your digital marketing efforts. From here on out it’s all about learning how to market your business online in the best way possible, implementing strategies that are relevant to your business, testing, and tweaking. The top 3 marketing strategies are:
Search engine optimisation – This is your long-term plan. Optimising your website for search engines will help your website to crawl up to page one of Google and provide a constant flow of free leads. There are also a lot of affordable SEO services available to do this for you.
Content – Content is the best way to get more visitors to your website. Instead of saying “please buy my stuff”, great content gives people a reason to visit your site that benefits them.
Social media – Social media and content go extremely well together. A sound social media strategy to show off all of your website content is the best way to position yourself as an expert and grow your business.
Now that you have a website it’s tempting to assume you’re stuck with it. Building your personal trainer website is just the first stage. Once you’ve used some of the strategies in step 5 to attract new visitors, you can use the actions and feedback from those visitors to make more tweaks and changes to further improve your website. This isn’t a one-time thing. Your website needs constant monitoring, updates and revisions to refine you message and turn your website in to an asset that brings more money in to your business than it costs to run it.
Frequently Asked Questions
WHAT IS THE SIMPLEST CONTENT MANAGEMENT SYSTEM FOR A NOVICE? Wordpress, Weebly and Squarespace have the smallest learning curve. For a complete tech nervous person I would suggest go for a drag and drop type system like Weebly. It is so simple and we will show you how to use it.
HOW DO I CHOOSE A DOMAIN NAME? The simplest option is to have your businessname.com but if you have a new business, your domain name is not available or your want something a bit more quirky, then pick something easy to remember but brandable. "Brads Muscle Bar" is way more catchy then Muscle Building Programme.
WHAT ARE THE KEY ELEMENTS OF A WEBSITE?
These are the key basic core pages you will need to kick off your business website. It will contain all the information for visitors to get who you are, what you do, how much you cost and value added content int he form of your blog. Once you have these pages up, running, full of content copy, SEO optimsed looking shape, you are a killer marketing tool, you can manage and fine tune as you go.