There are a million things you could do to grow your business online. But after years of helping business owners build real momentum, these are the core pieces that actually move the needle.
Forget the fluff. If you're just getting started (or you’re ready to finally see consistent growth), these are the five most critical pieces you need in place today:
A great offer – If your offer doesn’t stop people in their scroll and make them say “Wait… what’s this?”, it’s not strong enough.
A growing email list + strong brand – If you don’t have a list, you don’t have leverage. If your brand sucks, no one remembers you.
Consistent free content – Educate. Entertain. Prove you know what you're doing.
Cold outreach via email or text – Don’t sit back and hope people find you. Get in front of them.
Social proof – Testimonials, reviews, screenshots, videos. If other people trust you, new leads will too.
The game plan: Build a machine and feed it. Start local. There are probably enough people within 20 miles of you to keep you in business for life.
It still surprises me how many online fitness coaches have a solid local following—tons of people who already know, like, and trust them—but they’re targeting strangers across the country.
Here’s the thing: trust is everything when it comes to signing clients online.
Dr. Robert Cialdini, in his book on the 7 principles of persuasion, highlights two powerful truths:
People are more likely to be persuaded by those they share similarities with.
We naturally trust people who belong to the same “tribe.”
Think about it—when you see someone repping your favorite sports team, you instantly feel like you’ve got something in common. That shared identity builds instant credibility.
Your fitness business is no different.
When someone lands on your site, sees your email, or scrolls past your ad and notices that you’re local—from the same city or region—they’re way more likely to take that next step. You’ve already broken through one of the biggest barriers: trust.
And hey, there’s another benefit. If you're coaching someone nearby, you might even meet up for a workout or coffee. That kind of real-world connection can deepen loyalty—and lead to referrals when they bring their friends along.
Moral of the story: Don’t ignore your backyard. Local influence is a cheat code—use it.
Everything else below ties directly into one (or all) of those five.
Your website is your digital HQ. It’s open 24/7. Doesn’t need a break. And for most people, it’s the first real interaction they have with your business.
But here’s the problem: Most websites look nice and convert terribly.
If a caveman landed on your homepage, could he instantly tell:
What you do
How it helps him
What he should do next
If not—your site’s losing leads.
According to Harvard’s Business blog, three brain chemicals drive nearly every decision we make:
Oxytocin = Trust
Cortisol = Attention
Dopamine = Action
Now ask yourself:
Trust — Does your website make people feel safe enough to give you their info?
Attention — Is your headline clear, bold, and emotionally engaging?
Action — Is there a strong CTA that actually makes them want to click?
If your site isn’t triggering all three—you’re leaving money on the table.
Your website shouldn’t just exist. It should sell. And persuasion science should be built into every button, image, and section.
Add a pricing lead capture: Start conversations with a form like this: Impressive Fitness Example
Lead magnet: Offer high-value free content (e.g. challenge course, recipe guide, checklist) to collect emails.
Give away the DIY content, sell the implementation: Show value in blogs, sell done-for-you support. It would be like a Jiffy Lube putting out a video on how to change your own oil, then adding a lead capture page at the end.
Low-barrier offers like “Free Week” or “$10 Off” still work—but if you're aiming to attract better leads and build long-term trust, you need something more strategic.
That means dialing in a strong front-end offer or creating a lead magnet so valuable people would pay for it—but you’re giving it away.
Pick ONE Problem
Solve it fully—don’t hold back
Make it feel premium (design, layout, branding, value tag)
Keep access simple (name + email)
Follow up with automated email/text drip
Use it everywhere: social bios, pinned posts, homepage, emails, ads.
A great lead magnet feels like something you should be paying for—but you get it for free. That’s where trust is built. That’s when people start thinking:
“If this is what they give away for free, imagine what the paid program is like.”
Fitness / Gym:
Custom 4-week workout plan
Free 1-on-1 private training session
"Busy Professional Blueprint"
Meal Prep Starter Kit
Nutrition / Wellness:
5-day clean eating guide
On-demand workshop videos
Anti-diet checklist
Anti-inflammatory food guide
Lead Magnet Examples in Action:
Custom Gameplan Session
Free 1-on-1 Strategy Session (Value: $99)
Includes: workout roadmap, nutrition plan, 90-day goal setup
Pitch the paid program afterward
The 6-Week Blueprint
Free download of your exact gym’s program
Followed by an invite to join the full version with coaching
Busy Person Workout Kit
30-minute workouts for busy people
Sell 30 days of coaching to implement the plan
1-Month Online Custom Plan
Built for their schedule, access, and goals
Upgrade to full coaching
Meal Prep Starter Kit
Grocery list + plug-and-play recipes
Offer 30-day nutrition coaching to apply it
Most people want the dream outcome—but they’re secretly asking:
“How fast can I get there... and do I really believe I will?”
To convert, your offer must:
Reduce Time Delay to a quick first win
Increase Perceived Likelihood of Success
Again...Give Value → Sell Implementation
They get the blueprint for free. You sell the shortcut, accountability, and structure.
People don’t want "eventual" results. They want a clear first win fast—ideally in 7 days or less.
Each quick-win offer should include:
A quick result in 1–7 days
A system to get the full transformation
A paid path to have YOU implement it
1. First 5 Pounds Plan
Free 7-day download: meal framework, 2 workouts, water/bloat cheat sheet
Offer: Join the full 6-week plan with coaching
2. 7-Day Kickstart Challenge
Free 7-day program: workouts, daily texts, private group
Offer: Upgrade to 28-day program with full accountability
A great offer is useless if no one sees it.
Lead magnets on your website
Social links to landing pages
Paid ads for your free guide or challenge
CTAs on blogs, emails, social posts
In-person opt-ins at events or the front desk
Then send emails. (See next section)
Social media is rented land. Email is owned land.
$36–$42 ROI per $1 spent
Checked 20+ times/day
Not controlled by an algorithm
Easily automated for long-term follow-up
Keep emails 150–200 words
Use plain text
End with a CTA: "Reply YES" or "Click here"
Use preview text smartly
Check spam score (Mail-tester or ChatGPT)
Clients: 1–2 emails/month
Leads: 1–2 emails/week
Don’t wait for leads to find you—go find them.
Re-engage past leads
Follow up with unconverted site visitors
Text new opt-ins personally
Offer reactivation/referral incentives
No reviews = no trust.
Ask for reviews via text or email
Record video testimonials (or get phone clips)
Post before/afters + wins
Screenshot email and share texts from happy clients
Embed a review widget on your homepage
Bonus: Creat or claim your Google Maps listing and get listed on local sites for SEO power. Reach out to businesses that you know locally and as if you can write a blog for them that they'd post on their site that links back to yours. This will create a credible link giving yourself
You don’t need 1,000 things. You need 5 things done well:
A great offer
A growing email list + strong brand
Consistent free content
Cold outreach
Social proof
Build the machine. Feed the machine. Start local. Dominate your zip code, city, or area.