Copy Examples

Tagline ideas for personal trainers

A tagline earns its place by saying the one thing you want remembered. Ten angles here, not ten rewordings of one.

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.

The service, plainly

One-to-one training in [your town].

Use this when people search for the service by name and you just need to confirm they are in the right place.

The promise

The first session is an assessment, not a beasting.

Use this when the commercial promise is the thing that wins the job.

Reliability

The personal trainer who builds something you can carry on alone.

Use this if doing the basic thing consistently is genuinely rare in your trade.

Credential

A certified personal trainer. [Your town].

Use this where the licence or registration does the persuading.

Local

The personal trainer [your town] keeps recommending.

Use this when you serve one area and intend to keep serving it.

The worry, named

I train people who started exactly where you are — every time.

Use this when your whole market has the same fear and nobody says it out loud.

The differentiator

Building something they can carry on alone.

Use this when you can name the standard you hold in a few words.

Specialist

One-to-one training. That is the whole list.

Use this if you have narrowed deliberately. It reads as confidence.

For the customer

For someone who has restarted three times and wants it to stick.

Use this when naming who it is for does more work than naming what it is.

The invitation

A first session that is an assessment, not a beasting.

Use this where the tagline sits directly above a 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

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