YourMostSeriousClientsWillGoogleYou,NotInstagramYou

There is a version of PT marketing that is entirely Instagram-native - reels, transformation photos, motivational quotes, clips of lifts. It is not useless, and for a specific kind of client it may be exactly right. But Dom Hills describes his actual client base and his actual acquisition channels, and neither of them looks much like Instagram.

Where Dom's clients actually come from

Dom gets the overwhelming majority of his enquiries - his own figure is 80 to 90 per cent - from his website. People search for a personal trainer in his area. His website appears. They read about his approach, look at real testimonials from real named people, and contact him. The clients who find him this way tend to be 35 and above, have disposable income, and are looking for genuine long-term coaching rather than a six-week programme. They are precisely the clients worth having.

The 22-year-old who discovers you through a reel might become a client, but they are also more likely to be price-sensitive and less likely to commit for the long term. The 42-year-old who has googled you, read your website, and made a considered decision to get in touch has already demonstrated the level of seriousness that tends to make for a good coaching relationship.

What makes a website work

It does not need to be impressive. It needs to be clear, findable, and honest. A description of who you work with and how. Testimonials from real people whose names are visible. A way to get in touch. If you are local, your location should appear prominently so search engines connect you to people searching in your area.

Dom's point about social proof is worth dwelling on: real people whose identities can be traced are worth more than anonymous five-star reviews. A potential client who can see a testimonial with a real name attached has much stronger grounds to trust you than one looking at a screenshot with no context. Genuine verifiable testimonials are one of the highest-value things you can have on a PT website.

Social media still has a role

This is not an argument for ignoring social media entirely. It has a different job. Social media is where existing contacts and current clients stay connected with what you are doing - it maintains warmth with people who already know you. It is not usually where new serious clients find you for the first time. Understanding which platform does which job means you can use both intelligently, rather than pouring all your energy into content for an audience that is unlikely to convert at the rate you need.