Read "4 hour body" by Tim Ferriss and build a lot of the site around the buzz of this book.
Communicate stronger in "Fat loss" and less "Weight loss"
Also introduce "TI" (total inches - sum of body measures)
Also introduce Bodyfat % and auto calculate the actual fatloss.
We have had a lot of people request the ability to add in other measurements than weight. It is one of the most requested items.
The problem is keeping it simple as it would seem like a mistake to move too much in the direction of dailyburn et al. People like that it is simple.
But you have a missunderstanding. You do should not have a page about weight loss. It should be about fatloss. % Fat is minimum.