Gabriel, here's what I found and what I'd change

Before locking in the new site I went and looked at how every serious gym website in Melbourne is built: 48 of them, from the CrossFit boxes and strength gyms through to the western-suburbs studios around you and the national chains people compare you against. I loaded each one on a desktop and a phone, recorded what their home page asks visitors to do, how they're structured and what they do for Google and the AI assistants, and pulled their Google review numbers so we're learning from the ones that actually perform. This page is the short version: the changes I recommend first, then the evidence.

The changes I recommend, in order

The new site at antraining.pages.dev already does most of what the best sites do: one offer up front, video, coaches, reviews, FAQs, timetable and pricing one click away, and the technical work for search that almost none of your competitors have done. These are the gaps the study showed up, biggest first.

1. Put your Google reviews in the hero. You have 212 Google reviews at 5.0 stars. That is more than every CrossFit gym in Melbourne and the top count of any 5.0-rated gym in the study, and neither the old site nor the new one mentions it. I'll add "5.0 from 212 Google reviews" under the headline, next to the $129 card on the intro page and on the memberships page, and feed the rating into the data Google reads.Needs from you: nothing, I can find the Google listing ID
2. One button in the hero. Right now there are two: the intro offer and Book a Call. The best-converting pattern, on the sites here and in the conversion research, is one offer button with the alternative as a small text link. I'll make it "Try Us: 21 Days $129" and drop Book a Call to a link underneath. The tracking is already in place so we can see the difference after a month.Needs from you: nothing
3. A guarantee under the offer. The strongest beginner funnel in Melbourne (CrossFit Hawthorn East, 21 days for $99) says: come to 5 classes in your 21 days and if it's not for you we refund it, and the $99 comes off your first month. Two lines like that under the $129 card is the most persuasive thing on their site. You'd need to be comfortable with the terms.Needs from you: yes or no, and the terms you're happy with
4. Keep the sign-up on the site. Every Sign Me Up button currently sends people to Clubfit in a new tab. Every step off the site loses people. I'll put the sign-up form on the intro-offer page itself so the details are captured with us, and your team completes the Clubfit step. Same for the membership buttons.Needs from you: confirm the team is happy to finish sign-ups in Clubfit from the form
5. A Start Here page. New to ANT covers first-session questions well, but the best sites have one page that sorts a nervous beginner into a path: never trained, getting back into it, over 55. I'll build it and make it the second item in the menu.Needs from you: nothing
6. Seven suburb pages. Newport, Williamstown, Yarraville, Spotswood, Point Cook, Seaholme and Brooklyn. Each with drive time, parking, which sessions suit that commute, a quote from a member who lives there and a map. Nobody in the west is doing this and it's where a single-location gym wins searches.Needs from you: one member per suburb who'd give a line
7. Six question pages for Google and the AI assistants. "How much does a gym membership cost in Altona North", "Best gym for beginners over 40 in Melbourne's west", "Group training or personal training", "Strength training for women over 50 near Altona", "What is the ANT 21 day intro", "Is ANT a CrossFit gym". Short, direct answers in your voice, dated and signed. Almost half of people now ask an AI assistant to find a local business, and these are the pages it quotes.Needs from you: a read-through before they go live
8. One phone number everywhere. The old site shows two numbers and two WhatsApp numbers, and the $97 price is still in the FAQ and a blog post. I've standardised the new site on +61 481 607 581 and $129 on every page, in the footer and in the data Google reads. Mismatched details across pages are punished harder by the AI assistants than by Google itself.Needs from you: confirm the number and the prices ($129 intro, $67 / $57 / $47 a week)
9. Real coach profiles. Five of the six coach bios on the new site are placeholders I wrote from what's public. Google and the AI assistants weight named people with qualifications. I need a few lines each from Chelsea, Miguel, Nayara, Anh and Edge: qualifications, years coaching, what they love coaching, plus a photo on the floor.Needs from you: the bios

Smaller fixes I'll make at the same time

• Review count in the sticky bar on phones.
• Stronger, Fitter, Hybrid and Fit Over 55 labels on the home page timetable.
• Embed the four gym videos on the program pages with video structured data, so they can show up in video search.
• Extra structured data for each program and for the challenges once dates are set.
• Author bylines with qualifications on the blog posts.
• A /review shortlink page ready for whenever you want to send people to leave a Google review.

The evidence: what Melbourne gym home pages ask you to do

Exact wording used, by type

Who is actually performing

Visitor numbers for single-location gyms aren't published anywhere reliable, so I used the best public yardstick: Google review count. It tracks member volume, and it is one of the biggest inputs into who shows up in the map results (reviews are about 20% of local ranking weight; Google Business Profile signals about 32%). Ratings and counts read from Google Maps on 30 September 2026. Your row is highlighted.

What the top sites have in common

• One clear offer in the hero, priced and time-boxed, with the sign-up on the site rather than a bounce to a booking portal.
• A "start here" page for beginners (Hawthorn East "How to Start", FitLab "Free Intro", Wolfe Den "Beginners") that lowers the intimidation and sorts people by experience.
• Named coaches with faces, real member photography and the review count on the home page.
• Timetable and pricing one click from the menu. Hiding pricing behind "contact us" has all but disappeared among independents.
• Suburb names in the headline and page title, not just "Melbourne".

How the sites are structured

The order that keeps recurring, and that the new ANT home page already follows: hero with one offer and a proof line, social proof, what training looks like (video or real photos), programs, the offer or pricing tiles, the timetable, coaches, reviews, FAQ, location, and a repeat of the offer. The two things the leaders do that we don't yet are the review count above the fold and the guarantee under the offer.

Search and the AI assistants

ANT scorecard

The old Duda site and the new build, measured the same way as everyone else.

Appendix: every site audited

How I did it. Each home page was loaded in a headless browser at desktop and phone size with an Australian locale on 30 September 2026. The primary button is the first visibly styled button or link inside the first screen, excluding navigation, checked by eye against a screenshot. Offer wording, prices, structured data and platform were read from the rendered page. Google ratings and review counts were read from Google Maps; where Maps didn't resolve a listing the count is left blank. Conversion and search statistics quoted come from FitBudd, Webtonic, PushPress, Gymdesk, Glofox, Chalk It Pro and SpearPoint, citing BrightLocal, BizIQ, SOCi, Omniscient Digital, Ahrefs and HubSpot.