8 Things every fitness & wellness homepage MUST have (avoid these mistakes!)
If you’re a fitness or wellness professional building your own website, pause before you dive into design. The homepage is prime real estate. And when it's done right it can help you grow your client list without feeling pushy.
I see too many passionate DIY-ers skip the planning stage, only to end up with a homepage that looks nice... but doesn’t do the job.
In this blog post, I’ll cover what what you actually need to create a solid homepage that’s ready to convert visitors into clients!
✨ Free Download Alert: Grab the Anatomy of a Homepage PDF + AI copywriting helper at the end of this post to get a head start on your own site!
(Psst... this is based on the structure I use for my 1:1 clients and Squarespace website templates.)
Prefer to watch instead? (I would too!)
Grab a coffee and check out my walkthrough video below. I show you exactly how I break down each section using a real-life example from a gut health nutritionist’s homepage. Visual learners, this one’s for you.
1. Above the Fold: Your first impression
This is what people see before they scroll, and it’s very important. You’re going to want to include:
A clear headline (what you do + who you help)
A sub-headline that adds clarity or speaks to pain points
A compelling CTA (like “Book Now” or “Start Free Trial”)
An image of you or your work
2. The Hype Section (AKA: Your “why work with me” statement)
This is your brand’s value statement.
Example:
Ayla Fern, Melbourne-based holistic nutritionist specializing in gut health offers sciencebacked support for your digestion, helping you move from surviving to thriving.
You can include a short intro, a key outcome you offer, and maybe even logos or stats for credibility. Let your magic shine here, but remember to keep it short!
Your About Snapshot
Yes, it’s about you, but only as it relates to your visitors. Include:
2–3 lines about why you’re passionate and credible
A professional image
A CTA to your full About page
Remember: make it client-focused, not just a bio.
4. Services Overview
Don’t make them dig. This is a snapshot of what you offer:
Online coaching, programs, sessions, etc.
Clickable links to each service
Short, clear descriptions
Clarity leads to conversions.
5. Contact or Offer Section
This is where your hot leads get to take action.
You can include:
A simple contact form
Or a current valuable offer (free discovery call, program intake, etc.)
Keep the form short and simple!
6. Your Lead Magnet
Some visitors aren’t ready to buy yet, but they are ready to download something valuable. This is where your freebie comes in. Ideas:
5-Day Meal Plan
15-Minute Home Workout
Gut Healing Cheat Sheet
Just ask for name and email. Simple. Effective. Keeps them in your world.
7. Testimonials & Social Proof
By now, it’s safe to assume at least some of your visitors are thinking: “Can I actually trust this person?”
Testimonials answer that question for you.
Include:
Short, strong client quotes
Before & after results (if relevant)
Logos of recognisable media or clients
Star ratings or screenshots of feedback
Even one solid review can turn a maybe into a yes.
8. The Final Call to Action
You’ve walked them through a seamless journey and now it’s time to invite them to take the next step.
Never end your homepage without telling them what to do next. Use a strong statement and clear button:
“Ready to transform your fitness?”
“Book your free strategy call”
Make it feel easy and exciting to say yes!
A smart user journey
Your homepage should guide, not confuse. Like walking into a well-laid-out studio, every section should flow naturally. This is what we call a user journey, and it’s how you lead people from curious to client.
Want help putting this all together?
You don’t have to do it alone. I’ve created a simple, powerful resource to help you map your homepage in minutes. It includes:
✅ A homepage structure PDF
✅ A bonus AI tool (powered by ChatGPT) to generate your content quickly
🎁 Download my free Homepage Planner
The Homepage Builder assistant will learn about your brand and help you write your homepage copy (minus the stress and overthinking!). Just remember to use it as a starting point, and always refine your answers to truly fit your brand’s tone of voice.
So remember…
A good homepage isn’t just pretty. It works. It pulls its weight, builds trust, and gently guides people to say “yes, I’m in.”
If you’re a fitness or wellness pro and you’d rather hand things off to a designer who gets strategy and conversion, then I’ve got you covered! 👉 Check out my Squarespace templates and services
