If you Google “gyms near me,” you’ll see big chains and local competitors crowding page one. But that’s just a small fraction of the competition in your area. To stand out, you need a strategy that drives more traffic to your website—and converts visitors into members.
This guide breaks down proven website marketing strategies to help your gym rank higher, attract more leads, and grow. Here’s what we’ll cover:
- Local SEO
- Paid ads
- Content marketing
- Email marketing with CTAs
- Influencer marketing
- Social media marketing
- Backlinks
- Reviews
- Google Business Profile
- Directories
Let’s dive in. 👇
1. Use Local SEO to Attract More Gym Members
Did you know that moving your gym website up one position in Google search results can increase your click-through rate (CTR) by 32.3%? This is why SEO is essential for driving more traffic to your gym’s website.
For gym owners, local SEO is even more important. Instead of competing with national brands, local SEO helps your rank higher in searches from people in your area—your potential gym members.
What’s the Difference Between SEO and Local SEO?
SEO (Search Engine Optimization) improves your website’s ranking on search engines like Google, helping you get more organic (non-paid) traffic. Local SEO focuses on ranking in your specific city or neighbourhood so potential gym members nearby can easily find you.
If you run a brick-and-mortar gym, local SEO helps with “gyms near me” searches while filtering out national competitors. Optimizing your Google Business Profile, local directories, and gym-related keywords can push your gym to the top of search results.
5 Local SEO Tactics for Gym Owners
To improve your gym’s local SEO, focus on the following five areas:
Metadata — This includes your title tag (the title that appears on Google) and meta description (the short text under your link). These tell search engines what your page is about. If you use a Kilo gym website, these elements are automatically optimized.
Keywords — Long-tail keywords (e.g., best gym for strength training in Denver) help filter serious leads, reduce competition, and attract local members. Platforms like SEMrush or Google Keyword Planner can help you find the best ones.
Images — Google favors websites with original, high-quality images that improve user experience (UX). Use real gym photos instead of stock images. Also, optimize them by:
- Using descriptive file names
- Adding alt text (for accessibility and SEO)
- Ensuring fast loading speeds
URLs — Simple, keyword-rich URLs perform better than long, cluttered ones. For example:
Site Longevity — Older, well-maintained websites rank higher in search results. Keeping your site active with fresh content and updates improves its credibility.
💡 In addition, your gym’s website must be mobile-friendly. Over 60% of Google searches happen on mobile, so a slow or hard-to-navigate site can drive potential members away. Kilo gym websites include all of these SEO features to keep your gym ahead.
2. Launch Paid Ads & Pay-Per-Click (PPC) Campaigns
Well-structured paid ads can significantly increase traffic to your gym’s website. In fact, the average return on investment (ROI) for PPC ads is 200%—meaning gyms make $2 for every $1 spent.
When setting up a paid ad campaign, you’ll need to choose between paid ads (CPM) or pay-per-click ads (PPC). Let’s break them down.
Paid Ads (CPM: Cost-Per-Thousand Impressions)
Paid ads allow you to pay for ad placements based on impressions—how many times your ad is shown. These ads work well for brand awareness and broad online reach.
Popular paid ad platforms include:
- Google Display Network (GDN) – Displays banners, responsive ads, and videos across millions of sites & apps
- YouTube Ads – Skippable & non-skippable video ads for gym promotion
- Facebook & Instagram Ads – Meta’s CPM ads boost brand awareness & reach
- TikTok Ads – Short-form video ads to engage potential members
💡 If you want a long-term approach to marketing your gym, paid ads are ideal for boosting awareness and engagement, not just immediate conversions.
Pay-Per-Click Ads
PPC ads charge you only when someone clicks on your ad. This makes them cost-effective for driving direct actions, such as sign-ups or free trials.
According to SEMrush, the most popular PPC platforms are:
- Google – 98%
- Facebook – 76%
- Instagram – 64%
- Bing – 60%
- YouTube – 59%
💡 The results above reflect the percentage of respondents (digital marketers) who use each platform.
How to Target the Right Audience for Your Ads
No matter which ad format you choose, success depends on targeting the right people. Most ad platforms allow you to set parameters like:
- Geotargeting – Choose how far from your gym to target (e.g., 5-10 miles)
- Budgeting – Set a daily or weekly ad spend cap
- Timing – Schedule your ads to run at peak hours
- Bidding – Set the max amount you’re willing to pay per click
3. Prioritize Content Marketing
Along with improving your search engine rankings, you can use original content to attract more website visitors through multiple channels, including email, social media, and fitness forums. You can also use blogs, videos, and images help you showcase your gym, share expertise, promote your brand, and guide potential members through their sales journey.
Content marketing is also an effective way to provide essential details, including:
- Pricing
- Class schedules
- Membership plans
- Gym hours
When creating a content strategy, consider the following:
- Solve real problems. Fitness consumers are looking for solutions. Providing factual, easy-to-understand answers can boost your website traffic and search engine rankings.
- Keep content fresh. Outdated content can hurt engagement. Set up a regular update schedule as part of your content marketing plan.
- Use social proof. Adding reviews and member testimonials helps build credibility and attract new visitors.
- Look for content ideas in fitness forums. Platforms like Reddit reveal what potential members are asking about and struggling with—a great source of inspiration for new content.
💡 With a Kilo gym website, you get done-for-you content and consistent updates so your website stays relevant without extra effort.
4. Employ Email Marketing with Relevant CTAs
Email marketing is one of the most effective ways to drive traffic to your gym website. When used strategically, it can re-engage leads, boost click-through rates, and expand your gym’s reach.
You can:
- Retarget inactive leads – Send personalized emails to bring past visitors back with special offers, new content, or event invites. Use behavior-based metrics to target users who haven’t engaged with your site recently.
- Boost click-throughs – Use clear, compelling calls to action (CTAs) like “Get a Free Day Pass” or “VIP for a Week.” Ensure CTAs stand out using buttons, images, and concise messaging.
- Leverage testimonials & success stories – Include links to case studies, interviews, or transformation stories on your website to build credibility and encourage engagement.
- Circulate engaging newsletters – Keep potential members informed with updates on classes, trainers, facility upgrades, and events. Include links to blog posts, videos, and workout tips on your site.
- Segment your audience – Personalized emails convert better. Target different groups, such as busy parents, class-only members, or off-peak gym users, with tailored messages.
💡 Building a strong email list is key to successful email marketing. Grow your list by collecting leads from social media, review sites, trade show exhibits, and sponsored events.
Once you have a solid list, gym management software like Kilo’s can help you automate key emails, track performance, and refine your audience for better results.
5. Partner with Influencers
Over the last eight years, influencer marketing has experienced massive growth—jumping from $1.7 billion in 2016 to $24 billion in 2024. Even more impressive, the average return on investment is $5.78 for every $1 spent.
While influencer marketing has great earning potential, you don’t need to connect with mega-influencers or stretch your budget. Micro-influencers (with up to 100,000 followers) can provide strong exposure—especially if their audience lives near your gym. Here’s how:
- Leveraging audience trust – Influencers build loyalty with their followers. A partnership can help increase credibility and drive engagement.
- Reaching a local audience – Micro-influencers are especially valuable for attracting members in your area.
- Enhancing your brand image – Working with relevant fitness influencers can position your gym as a trusted and modern fitness destination.
- Creating valuable content – Influencers can provide high-quality posts, testimonials, and videos that you can share across your website and social media.
For example, Simon Ata (550k+ followers) regularly tags the gym where he works out in his posts:
6. Leverage Social Media Marketing
Did you know social media gained 256 million new users in the past year? That’s an annual growth of 5.2%—or 8.1 new users per second.
With such massive reach, social media can be a powerful tool for driving traffic to your gym’s website. Plus, most platforms allow you to track engagement so you can see who’s interacting with your content.
You can use social media to increase website traffic by:
- Repurposing blog content – Post a snippet of your latest blog with a link to the full article. The introduction is often the most effective at driving click-throughs. Be sure to add an eye-catching image to increase engagement.
- Posting engaging content regularly – Consider content like exercise demonstration videos, special class promotions, workout-of-the-day challenges, nutrition tips & meal plans, and virtual gym tours.
- Engaging with potential members – Answering questions and responding to comments on your posts helps build relationships with potential members before they even visit your website. This interaction increases the likelihood of more click-throughs and conversions.
7. Build Backlinks
The impact of backlinks is more powerful than many gym owners realize. In fact, the top-ranking pages on Google have 3.8 times more backlinks than lower-ranked ones. That’s why 92% of marketing specialists believe link-building will be the #1 ranking factor in Google’s algorithm within the next five years.
What are Backlinks and Why Do They Matter for SEO?
Backlinks are incoming links from other websites that direct visitors to your gym’s website. They can come from:
- Blog posts
- Online directories
- Partner sites
- Social media
As your website gains authority, other site owners and bloggers may naturally link back to your content. A platform like WordPress offers automatic subscription tools to help generate backlinks. You can also request backlinks from relevant websites and blog owners.
Here’s why backlinks matter for SEO:
- Increase website traffic – More backlinks mean more referral traffic from other websites.
- Boost search rankings – High-quality backlinks tell Google your site is trustworthy and authoritative.
- Enhance credibility – When reputable sources link to your site, it strengthens your brand’s reputation.
💡 Pro Tip: Avoid low-quality backlinks. Spammy or irrelevant backlinks can harm your search rankings, so it’s important to focus on earning backlinks naturally from trusted sources.
8. Earn Favorable Reviews
Earning positive reviews on platforms like Google, Yelp, and Facebook is a powerful way to boost your online presence, improve search rankings, and build social proof—three key factors in driving more website traffic.
Studies show that favorable reviews displayed in search results (such as Google My Business) can convince more users to click through to your gym website.
You can earn more positive reviews by:
- Encouraging happy members to leave reviews – Ask satisfied members to share their experiences on Google, Yelp, and Facebook.
- Offering incentives – Consider small perks like a discounted class or free merchandise in exchange for an honest review.
- Responding to every review – Thank members for positive feedback to show appreciation and engagement.
- Making it easy – Provide direct links to review pages in emails, texts, and social media posts.
- Automating the process – If you don’t have time to ask for reviews manually, Gym Lead Machine from Kilo has a built-in tool that automatically requests Google reviews from your members.
9. Take Advantage of Your Google My Business Profile
Google offers a free and highly effective way to promote your gym and website through a Google Business Profile (GBP). This is a great tool, considering that visiting the business’s website is the most common action on a Google My Business (GMB) listing—56% of visitors click through to the website, compared to 20% requesting directions and 24% calling the business.
Another valuable feature of GMB is its insight statistics, which track how visitors interact with your business profile. It records and reports user actions such as:
- Website clicks – The number of times users click the link to your gym’s website.
- Click-to-call – How often visitors tap your phone number to call.
- Directions requests – The number of times searchers look up directions to your gym.
- Search terms – The keywords people use to find your gym online (a valuable SEO metric).
Potential members can also engage with your profile by leaving comments, questions, and reviews. This user-generated content (UGC) serves as social proof, helping to build credibility and drive even more traffic to your gym’s website.
Optimizing Your Google Business Profile
To get the most out of your GBP, make sure to:
Complete all profile fields – Fill in your business category, Q&A section, contact details, and relevant keywords.
Encourage member reviews – Positive reviews help boost rankings and build credibility.
Upload high-quality images – Showcase professional, engaging photos of your gym and staff.
10. Local Directories
Several major online platforms offer free profile listings, giving your gym more exposure and direct website traffic. Platforms like Facebook and Yelp help you expand your reach to your local target audience, making it easier for potential members to find your gym.
To maximize the effectiveness of these directories, ensure your profile is complete with:
- Accurate details (name, address, phone number)
- Key selling points
- Essential information about your gym
💡 Many directories also allow visitors to post reviews, giving you the opportunity to engage with potential members by responding to their feedback.
Final Thought
Implementing some or all of these strategies can significantly increase traffic to your gym website. However, success requires time, consistency, and commitment.
To make the process easier, a made-for-you gym website with built-in SEO and gym management software from Kilo can help streamline and optimize your efforts.
Find out how by booking a call with our team today!
