Is your gym website or fitness blog generating enough leads for your business? Could you do with a few more? Having an online presence is essential for modern fitness companies but setting up a website alone isn’t enough. If it doesn’t compel people to take action, whether that’s to sign up or request more info, then it’s not doing its core job.

⇒ In this article, we show you how to generate more leads from your fitness website.

Step #1 – Website Fundamentals

For most prospective clients, Google is the first stop when researching fitness options. If you don’t have a website or blog, then they’re not going to be able to find you. But if you have a crappy site that looks ugly, doesn’t contain useful info, or is confusing to use, then it’s just as bad. It makes a terrible first impression that’s very difficult to recover from.

82% of customers research their purchases online (even if they prefer to actually buy in person).


Creating your website doesn’t need to be time-consuming or expensive – check out our step-by-step guide to starting a fitness blog if you’re unsure where to start. But even setting up a Facebook page is better than having nothing at all.

Whether you have a gym website, fitness blog, or PT Facebook page, you’ll need to include the same core elements…

  • Home page – that immediately explains how you help people and why they should hang around to read more.
  • About section – which covers who you are and why you’re the best person or company to work with when it comes to your niche.
  • Products or services section – that explains what you offer and why it’s awesome, including features, benefits, and points of difference from the competition.
  • Contact – make it super-clear how people should get in touch with you (phone, email, or online form), after all, this generating leads and enquiries is usually the main point of a website.

These four elements are absolutely essential so it’s important to get them right. Of course, there’s a lot more that you can do with your site to promote products and services. But if you don’t have the time or it’s not a priority right now, then at least get these sections sorted.

Take action – does your website, blog, or Facebook page have all 4 of these elements? Do they include the information that’s listed above? If you answer NO to either of these questions, then get the missing pieces resolved asap.

Step #2 – Define Your Lead Gen Funnel

Once you’ve got the basics set up, it’s time to focus on improving lead generation. What do you want potential customers to do when they visit your site? Is the end goal to get them on your email list so that you can nurture the relationship? Arrange a tour of your fitness facility? Or contact you for a personal training quote?

Decide what the ultimate goal is first – this will be the end point of your website sales funnel. It will likely be getting visitors to one of the following…

  • Contact page
  • Shopping cart
  • Email sign-up form

Once you’ve decided on your endpoint, everything else on your website should point people there. There should be a call to action at the end of every page that directs them to visit your goal page. Every button and banner should be funnelling people towards this page.

If you have a more complex product or service, then you may want to create a funnel with more layers. People don’t tend to make purchases immediately, so if you’re selling online then you’ll need to direct them to pages that educate and persuade. In this case, there may be more steps in the customer journey but it should still be directing them to one end goal.

One of the biggest website mistakes that fitness companies make is not defining their goal. They create content to fill the different pages but there’s no strategy behind it. Without a clear objective and funnel to take visitors there, there’s little chance of your website generating leads.

Take action – does your site have a well-defined lead generation funnel? If not, then it’s important to create one asap so that everything is working towards one end-goal.

Not sure where to start? We can audit your site and define a strategy for you to implement – learn more here.

Step #3 – Optimise Your Content

Now that you have a well-defined sales funnel in place, it’s time to optimise your content. This is where you add the final polish to that your copy is persuasive and clear. We usually approach this by auditing each page in turn, starting with the home page…


  • Does it clearly describe exactly what you do? Ideally, there should be a headline that summarises who you help so that visitors immediately know if your site is what they’re looking for.
  • Is there a clear next step? A button that says ‘learn more’, ‘view services’, or something similar should be prominent.
  • Do people need to scroll down before they get to the good stuff? Everything important should be visible ‘above the fold’ i.e. without needing to scroll down.
  • Is the content all relevant and ordered logically? Think about the information that your client is looking for and present it in the order that they’re likely to think about it (who you help ⇒ how you do it ⇒ pricing ⇒ testimonials ⇒ FAQs to address objections).
  • Will it interest people? Your home page should give people a reason to hang around and explore other pages.


Your about page should balance professionalism and personality while explaining…

  • How you help people
  • Your values or philosophy
  • What makes you different from competitors
  • Who your team members are
  • Why people should choose to work with you (expertise, authority, trust)

A really strong about page will focus on how you or your company benefits the user (rather than talking about themselves the whole time).

Products & Services

This is where you explain about you’re offering and persuade people that it’s right for them…

  • Lead with benefits and focus on how your product or service helps people, then list features.
  • Describe exactly what people get for their money, whether it’s emotional or physical results.
  • Is it easy to distinguish the differences between different product or services options? If people are confused they’ll simply leave the site rather than try to figure it out.
  • Include proof that it’s worth the money, such as testimonials, reviews, or return on investment statistics.
  • Remove risk by offering a money-back guarantee so that people have nothing to lose.
  • Ensure that your pricing is clear and explain whether it’s recurring or a one-off payment.
  • Add an FAQs section to address common objections and reduce administrative enquiries.

And Finally…

Check that everything looks and works as it should, on mobile, tablet, and desktop.

  • Click all the links to ensure they direct people as intended.
  • Use a site like MobiReady to visualise it on different types of device.
  • Double check that everything is aligned with your sales funnel goal.

By following these simple steps, you’ll be able to increase website leads and generate more revenue in your business. It doesn’t matter if you have a basic one-page site or complex e-commerce setup, these tips will improve visitor conversions. By doing the fundamentals, defining a sales funnel, and optimising your content, you’re guaranteed to boost results.

Need Help With Your Website?

We can audit your website and create an effective funnel strategy that generates more leads – learn more here.

Increase Fitness Website Leads