Homepage headline examples for personal trainers
The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place.
Ten of them follow, written for personal trainers rather than filled in from a template. Your customer is someone who has restarted three times and wants it to stick, and what they are weighing up before they get in touch is being shouted at, being the least fit person in the room, and being sold supplements.
Service plus place
One-to-one training in [your town]
Use this as the safe default. It says what and where, which is what people searched for.
The outcome
[The problem], sorted — usually within the week
Use this when the result is more compelling than the service name.
Answers the worry
I train people who started exactly where you are
Use this when the whole market has a trust problem.
Speaks to the customer
For someone who has restarted three times and wants it to stick
Use this where naming who it is for filters better than naming what it is.
Credential-led
Personal trainers in [your town] — certified and insured
Use this where the licence is the first thing people look for.
The question they typed
Need a personal trainer in [your town]?
Use this to mirror the search that brought them here.
The standard
Building something they can carry on alone
Use this if your differentiator is strong enough to lead with.
Plain and unglamorous
Personal trainers who turn up and charge what they quoted
Use this when your market distrusts polish.
Specialist
Just one-to-one training. Nothing else.
Use this if you have narrowed and want the right people only.
With the next step in it
Book your first session — a first session that is an assessment, not a beasting
Use this where the headline sits right on top of the button.
Writing for personal trainers: what actually matters
What should a personal trainer’s website say that a generic one does not?
Three things, in this order. That you are certified and insured. That you understand the thing people are actually worried about, which for personal trainers is being shouted at, being the least fit person in the room, and being sold supplements. And what happens next: a first session that is an assessment, not a beasting. Everything else on the page is decoration by comparison.
What does someone who has restarted three times and wants it to stick check first?
The credential, then the proof. For personal trainers it sounds like this. I train people who started exactly where you are. I build programmes you can keep doing without me. I do not sell supplements. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a personal trainer’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "I start with a first session that is an assessment, not a beasting" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining being shouted at, being the least fit person in the room, and being sold supplements — there, specifics earn their length.
Everything else for personal trainers
Homepage headline for other trades
- Plumber
- Electrician
- HVAC Technician
- Roofer
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Dentist