Your gym’s website is as important as the gym itself in our online world. It should be more than just good- or average-looking; it needs to engage and convert.
What’s the secret to a gym website that doesn’t just bring in visitors but transforms them into members?
We’ve got the playbook for a gym website that delivers real results, pulling in traffic and converting clicks into a growing member base.
Eager to see how it’s done? Let’s get to it.
First Impressions Matter: Designing the Ultimate Landing Page
The race to captivate site visitors is won in seconds. Your landing page, the online equivalent of your gym’s front desk, should immediately and clearly communicate what your fitness business is all about.
We like to call this the ‘hero section,’ a strategic blend of:
- Engaging Imagery
- Compelling Text
- Strong Call-to-Action (CTA) Buttons
- Your Logo
- A Simple Menu
It’s straightforward, but it makes a big difference. It looks great and gets the job done.
Take a look at how one of our Kilo customers captures these elements:
Website link: https://a3sportsperformance.com/
But the journey doesn’t end with just a standout hero section. A high-performing gym website has lots of different parts working together to deliver results.
Let’s see what else is needed.
10 Must-Haves for a Top-Performing Gym Website
For a gym website that wins, here are 10 things you can’t skip:
1. A Beautiful Web Design
An eye-catching and professional web design makes a lasting impression on visitors. It sets the tone for who you are and what they can expect with your gym. Consider it the digital equivalent of a firm handshake.
Key design features to keep in mind:
- Branding: Your website should reflect your gym’s ethos. Use your gym’s colors and fonts consistently to build a strong visual identity. If design isn’t your forte, consider hiring a professional designer or explore what Kilo can offer to make your vision a reality.
- High-Quality Imagery: Choose powerful, relevant images that tell your gym’s story. These visuals should showcase your facilities, community, and resonate with your target audience. Place them where visitors can’t miss them.
- Logo: Your logo should be up top or in another spot where it’s easily seen. It’s important for brand recognition, ensuring visitors know and remember who you are at first glance.
Here is another beautiful example from one of our customers:
Website link: https://georgiastrength.com/
2. Compelling Calls to Action
The CTA is more important than anything else on your gym’s website. It’s not just a button for show; it’s a clear command that tells your visitors exactly what to do, driving engagement and conversions.
- Make It Stand Out: Ensure your CTAs are prominent and repeated throughout your site. They should be easy to find and placed strategically where taking action feels natural and logical.
- Keep It Simple: Keep your CTA messages direct and urgent, like “Book a No Sweat Intro” or “Join Us For a Free Class.” Make acting on them quick and easy.
- Appeal to Action: Use contrasting colors, larger buttons, and persuasive language that taps into your visitors’ motivation. The right words and design will make people want to click immediately.
For a complete guide on creating CTAs that get more clicks and bring in more leads, check out our full guide here: Is This One Button Costing Your Gym Potential Clients?
3. Easy Scroll for Services
Right after the initial “wow” of your hero section, visitors will naturally want to learn more about what you offer. This is where clear and concise information becomes vital.
It’s essential that visitors can quickly understand what you offer without any confusion. The objective here is straightforward: showcase that your gym is the answer to their needs and prompt them to take action, often by clicking a CTA to submit their contact details.
Let’s look at our earlier example. Just below the landing page, a seamless scroll reveals the gym’s process and services in an easy-to-understand format.
As you can see, the content is easy to digest and answers fundamental questions to provide a clear understanding of what the gym offers.
4. Location and Contact Information
Your website should clearly display your gym’s location and how to contact you. Visitors need to have easy access to this information.
Be sure to list your address, phone number, and email. Putting these details in the footer ensures they’re available on every page as visitors scroll through your site.
5. Reviews and Testimonials
Trust is key for potential customers, and positive reviews are as influential as personal recommendations. That’s a powerful endorsement for your gym.
By featuring real testimonials from satisfied members on your website, you give visitors the social proof they need, which encourages them to reach out to your gym.
Genuine reviews from members can significantly influence visitors’ decisions, providing the trustworthy insights they’re looking for in a new gym.
6. Up-to-Date Content
Keep your gym’s website fresh with content. Your blog, for instance, is where you can share your expertise, answer common questions, talk about your philosophy and so on.
Here’s why a consistent blog matters:
- Boosts SEO: Regular posts help your gym show up in search results, attracting more traffic to your site.
- Keeps Visitors Interested: Educational and valuable content makes people want to come back for more, which can reduce bounce rates.
- Reflects Your Brand: Your blog is a window into your gym’s culture and values.
Additionally, pairing your content with high-quality visuals will not only improve your search rankings but also establish your gym as an authority in your local market.
7. Get to Know Us
An About Us section is where visitors get to know your gym on a more personal level. It’s a chance to:
- Introduce Your Team: Show off your trainers and staff. People love to know who they’ll be working with.
- Share Your Gym’s Story: Talk about how your gym came to be, the passion behind it, and the milestones you’ve achieved.
- Outline Your Vision and Mission: Clearly state your gym’s purpose and goals. This helps visitors align with your values and see if you’re the right fit for them.
This section isn’t just informative; it’s an opportunity to inspire trust and build rapport with your visitors by showcasing the faces and values behind your brand.
8. Other Essential Pages
Your gym’s website is designed to direct visitors to act, mainly to hit that CTA button. But for those who want more, additional pages can provide valuable information.
Key pages to consider are:
- Social Media Links: Social platforms extend your website’s reach. Include these links in the footer to places like your gym’s Instagram and Facebook.
- More Info: These can cover a range of content like your gym’s pricing, schedules, details for drop-in visitors and so on. Deciding whether to show your prices can shape how visitors interact with your site—some gyms benefit from displaying it, while others don’t need it. For a deeper look into this strategy, check out Should you post your prices on your website?
Any supplementary content like FAQs or photo galleries should always lead back to your CTA. If it doesn’t encourage contact, then it’s better suited for a member-only section.
Remember, keep your site focused and effective for new visitors.
9. Career Opportunities
Having a careers page is a unique feature that’s often overlooked by many gyms, yet it’s highly recommended by recruitment experts.
Ensure your careers page is visible and easy to navigate. It’s best to place it in the footer alongside your other pages and links. Regularly update it with the latest job openings and highlight the benefits of joining your team, including competitive earning potential.
We’re not a gym, but here’s how we present career opportunities at Kilo:
By actively showcasing open positions, you not only fill gaps in your team but also demonstrate to visitors that you care about finding the best people to support their fitness journey.
10. Seamless Mobile Experience
A mobile-friendly website is essential for your gym. Nowadays, everyone’s using all sorts of devices, not just computers. If your site doesn’t work well on a phone or tablet, you might lose out to your competition.
Your site should also be easy to navigate and quick to load. A clunky, slow website will turn people away. But if your site is smooth and fast, visitors will enjoy exploring what you offer, keeping them interested in your gym.
8 Examples of Great Gym Websites
A great gym website has all the key features we’ve talked about. Here are 8 examples to further inspire you:
Website link: https://www.soul-cycle.com/
2. The Fort NYC
Website link: https://www.thefortnyc.com/
Website link: https://www.orangetheory.com/
4. Timberwolf Fitness
Website link: https://www.timberwolffitness.com/
Website link: https://f45training.com/
6. TS Fitness NYC
Website link: https://tsfitnessnyc.com/
Website link: https://www.equinox.com/
8. Innovative Fitness
Website link: https://www.innovativefitness.com/
Design a Gym Website That Works as Hard as You Do
The best gym websites define their business and encourage visitors to engage, whether they click the CTA instantly or after they’ve scrolled through your content.
We’ve laid out all the essential elements above so you know exactly what’s needed. The next step is to put those pieces together. You can try to build it yourself or hire a design company, but both routes can be expensive and overwhelming.
Here’s a better strategy: Kilo’s done-for-you service. Our products save our clients thousands in annual service and software fees. Plus, it’s designed with gym owners in mind, covering everything from marketing automation to analytics and so much more, without the hassle of managing several third-party tools.
Not savvy with web design? No problem. Kilo’s solutions are tailored for effectiveness, making your life easier as a gym owner.