9 Essential Homepage Elements to Grow Your Gym Business

by | Mar 16, 2023 | Fitness Business, Fitness Business Owner, Local Marketing, Marketing, Online Presence | 0 comments

(Last Updated On: March 14, 2024)


It’s probably safe to assume that you’re looking to grow your fitness business and attract more gym members, right? A crucial first step to doing that is optimizing your website’s homepage. It’s the online face of your gym, and it needs to make an unforgettable first impression on your potential clients AND have the key elements that Google is looking for so your site ranks well. 

In this post, we’ll review the essential homepage elements you need to have that will help your website rank high, your gym stand out against the competition and most importantly will help your gym business grow. 


1. Your Fitness Business’s Unique Selling Proposition (USP)

Your homepage should have a bold and clear headline that instantly communicates your gym’s USP. What sets your gym apart from the competition? How do you help your ideal client? Highlight that in a concise and impactful way to grab your website visitors’ attention and make them want to learn more. Put it front and center on your homepage.


2. A Compelling Subheadline

Follow up your attention-grabbing USP with a compelling subheadline. This is your chance to provide a little more context and detail about your gym’s offerings. Use persuasive language to emphasize the benefits that will make potential clients want to join your gym.


3. Eye-catching Photos of your Gym

A picture is worth a thousand words, and this is especially true on your homepage. Use high-quality, engaging images or videos to showcase your gym, equipment, and atmosphere. Visuals help potential clients envision themselves working out in your gym and inspire them to take the next step. And we’re not talking about using stock images here. Potential gym members can tell what’s real and what’s not, and they are visiting your site to learn more about you. This is how and where you show them. Pro tip: When you add images to your website, you need to include ‘alt text’ that is descriptive and includes important keywords. For example, if you use an image of your gym in the header, you could use alt text like: “training gym in [city, state]”. Alt text helps search engines index and rank your content and is a commonly overlooked or misused function on your site.


4. A Clear Call-to-Action (CTA)

Your homepage should have a well placed, compelling and clear CTA that guides your website visitors to take action. That action could be signing up for a free trial, booking a consultation, or  signing up for your email newsletter. Make your CTA button stand out by using a contrasting color and use concise, action-oriented text. 


5. Social Proof and Testimonials

Potential gym members want to see how you help people just like them and what they can expect if they join your gym. Social proof is a powerful way to build trust and credibility with potential clients. Showcase testimonials, positive reviews, or case studies from your satisfied gym members on your homepage. Don’t forget to include their names and photos (with permission) to make it more relatable and authentic. Social proof is key in being able to convert visitors and grow your gym business.


6. Mobile-Friendly Design

While this one used to be a ‘nice to have’ feature, it’s now a ‘must have’ feature. In the consumer’s world that we live in, people want the information they need in the palm of their hand…from their phone or tablet. Since more people use smartphones to browse the internet, it’s essential to have a mobile-friendly website. Additionally, ensure your homepage loads quickly and is easy to navigate on all devices. A responsive design will help you reach more potential clients and improve your search engine rankings.


Mobile Friendly website design is critical for your fitness business


7. Your Gym’s Contact Information

Make it easy for potential clients to get in touch with you by displaying your gym’s contact information prominently on your homepage. This includes your phone number, email address, and physical location. You should also include a Google map of your location near your contact information. This is a widget that can be easily installed on your website and definitely be a part of your homepage content. Having this information on your site also adds credibility by making it clear that you’re a legitimate local business. Be sure to also add links to your social media profiles to encourage visitors to connect and engage with you there as well.


8. Easy Navigation

An intuitive and easy-to-use navigation menu is essential for a great user experience. Make sure your homepage has a clear menu with links to important pages like your services (be sure to use keywords here like ‘group training’ or ‘personal training’, your schedule, your blog, more success stories, and your about us page. A well-organized navigation menu will help potential clients find the information they need quickly and easily.  


9. Informative Content About Your Fitness Business

Your homepage should provide enough relevant information about your fitness business to let the visitor know they are in the right place and encourage them to want to learn more. Make sure the content is easy to navigate and skimmable, using headings, bullet points, and short paragraphs. Providing valuable information with clear navigation on where to go for more information helps potential gym members make informed decisions and demonstrates your gym’s expertise.


And don’t forget about tracking!

Integrating analytics and tracking tools into your website allows you to monitor your website’s performance and gather valuable insights. By understanding your visitor’s behavior and preferences, you can make data-driven decisions to improve your website and optimize your gym’s marketing plan.

In conclusion, a well-designed and optimized website homepage is crucial for gym owners who want to grow their fitness business. By incorporating these essential elements into your website, you can effectively showcase your unique selling points, engage your target audience, drive conversions and get more gym members. Remember to keep your website up-to-date and continually evaluate its performance to stay ahead of your competition.


Looking for more information on how to improve your online visibility and attract more prospects? Read our How To Improve My Online Presence: A Gym Owner’s Guide.

Author: Nick Berry

Nick Berry is an accomplished entrepreneur, CEO, mentor, and author, with a track record which includes founding and leading numerous companies to success since his first venture in 2002. Nick Berry is the Founder and CEO of Fitness Revolution.

A hand drawing an arrow with a businessman on it.


Proven strategies used by over
3,500 fitness entrepreneurs