How we built a website for Kate Burrows’ all-female personal training company that does the same job her trainers do: put a nervous new client at ease before anything else happens.
Plenty of women avoid personal training altogether before they ever get to a first session, put off by gyms that feel built for someone else, or trainers who don’t understand what they actually need. The businesses that solve that problem well tend to solve it with people first, and only then need a website that doesn’t undo the work.
Kate Burrows built exactly that business. KB Personal Training is East and North London’s original all-female personal training company, a team of women trainers delivering sessions at home, in local parks, in private gym pods and online, across Hackney, Victoria Park, Clissold Park, Finsbury Park, London Fields and the surrounding areas. Kate leads a team of trainers covering everything from pre and post-natal fitness to injury rehabilitation, cancer recovery and marathon training, matching each new client to the right trainer rather than putting everyone through the same programme.
There’s a particular kind of trust involved in letting a personal trainer into your home or meeting one alone in a park, and an all-female team is often exactly what makes that step feel possible for clients who wouldn’t otherwise take it. That trust is the entire foundation of the business, built up one client at a time over years, largely through word of mouth between women who’d recommend their own trainer without hesitation.
The brief when Kate came to Three Girls Media was simple to state and harder to deliver: build a website that reflected a genuinely all-female, East London-rooted business, made the range of trainers and specialisms easy to navigate by area and need, and gave a nervous first-time client the same reassurance a good trainer gives in the first five minutes of a consultation.
Three Girls Media got our new website running at a
great speedwith great SEO.
We started by mapping the site to how a prospective client actually searches, not to how KBPT is organised as a business. Rather than one page listing every trainer, we built dedicated pages for the specific training styles Kate’s team offers, running, TRX and kettlebell training among them, and for the specific areas the team covers, from London Fields to Finsbury Park, so a woman searching for a personal trainer in her own postcode lands on a page that speaks directly to her area rather than a generic about page.
That structure did double duty. It made the site easier to use for a nervous first-time client trying to work out whether KBPT covers her area, and it gave us a proper foundation for SEO, since personal trainer searches are almost always local: a woman in Stratford searching for a trainer isn’t interested in ranking generally, she wants someone who can actually get to her. We also built the site mobile-first from the outset, since a woman deciding whether to book a consultation is doing it from her phone, usually in a spare five minutes, not at a desktop.
We also gave the range of ways a session can actually happen equal billing: at home, outdoors in a local park, in one of KBPT’s private gym pods for anyone who wants privacy over an open park, or online. A lot of personal training sites default to a single studio address and make everything else feel like a compromise. For KBPT, the flexibility is the point, not a fallback, so the site presents all four options as equally legitimate ways to train.
Kate’s business runs on trust built one client relationship at a time, and by the time she came to us she already had a substantial base of genuine client reviews on Google, covering everything from post-natal recovery to marathon training to rehabilitation after injury and cancer treatment. Rather than leaving that proof scattered across a review platform, we built it directly into the site, so a new visitor sees the same evidence a personal recommendation would give her: dozens of real women describing exactly the kind of result she’s hoping for herself.
We built the whole site around the identity that sets KBPT apart in a crowded London personal training market: an all-female team, for women specifically, led by a founder who still personally matches every new client to the right trainer. That positioning had to be obvious within seconds of landing on the homepage, not buried on an about page nobody reads.
KB Personal Training now has a website that matches the trust Kate has built with her clients over years of work, structured by location and specialism so a new enquiry finds herself reflected in the site within seconds, and backed by real client reviews rather than stock testimonials nobody believes. The all-female, East London-first identity that sets KBPT apart is now the first thing a visitor sees, not something they have to dig for.
Three Girls Media designed and built the site, and it remains Kate’s client-facing home online today, still doing the job of turning a nervous enquiry into a booked consultation, whatever brought that client to KBPT in the first place.
We’ve built websites for personal trainers, health and wellness specialists, and businesses whose whole value is in the relationship with the client rather than just the service. Get in touch through https://threegirlsmedia.co.uk/contact/ to talk about your project.
