Your website is one of the first ways that potential clients will get to know you, so it’s super important that it creates a good impression!
Over the years, we’ve browsed a lot of wellness professional's websites. Here are some common issues we see, and how you can fix them ASAP so that you won't miss out on any potential opportunities.
1. Your name isn’t on your “About Me” page
We see this all the time. You are so excited to tell your personal story on your "About Me" page, that you forget to tell people your name! This is a huge mistake, especially if you are operating under a brand name that is different than your real name.
Go to your website right now, and make sure that your own name is prominently displayed so people know exactly who you are. Don’t assume that everyone who stumbles upon your site will already know you. If your About Page doesn’t introduce you, who will?
Depending on the layout of your site, you may want to consider adding a sidebar that has your name, your photo, and a 1 or 2 sentence introduction that links to your full About page. This way, no matter where your potential client goes on your site, you are always there and ready to introduce yourself.
2. You don’t clearly outline your credentials
Are you a Holistic Nutritionist or a Dietitian? A Personal Trainer or a Group Fitness Instructor? These distinctions are important to disclose upfront so you attract the right clients and give them exactly what they need.
Certain designations are covered by insurance providers while others are not. Potential clients may be looking for something very specific, and making this clear will help them quickly understand if working with you is the right fit. Explaining what your credential are and what your scope of practice is upfront can prevent misunderstandings.
3. You don’t clearly outline what problem you are trying to solve.
Once potential clients know who you are and what your professional role is, they need to know what you do, and how you can make their lives better. This is your chance to attract the types of clients you love working with.
Do you love working with small children? Clearly state that! Use words and images that would communicate to a mother with young kids that you’re the right professional for her situation. Do you specialize in weight loss? Consider a page dedicated to transformation pictures.
Find a way to make it very clear who you help and what they can expect to get out of working with you.
Tip: If you’re not sure who your ideal client is, answer these 5 questions to get clear on your niche.
4. You don’t outline your services.
I often see wellness professionals put a “Work with Me” page on their site, but all it contains is a vague description of their scope of practice and a contact form.
Guess what? You just lost a bunch of your potential clients.
This approach lacks transparency. It tells the potential client nothing about your appointment types and fees, and it fails to paint a clear picture of how they can work with you.
If you’re concerned that listing services and pricing will scare away potential clients, don't be. Instead focus on providing tons of free value, which will demonstrate you are knowledgable and worth every penny.
5. The site looks unprofessional.
Yikes! Sorry to bring this up. We know it's touchy, and we know you’re a wellness professional, not a web developer. But hear us out.
If your website is looking unprofessional, get help. Do you know a web designer? Offer to do some work for them in exchange for help polishing up your website. Many people will happily work for a week of meal prep!
Even if you’re not ready to invest in a professional site, you can still build something nice! It’s pretty easy to build decent looking sites with services like Squarespace, Wix, or even WordPress.
Oh, and please, please, please, purchase your own domain instead of using the free subdomain option, because let's be real – www.yourhealthbusinss.wordpress.com isn’t a good look.
6. Your online form doesn’t work.
Imagine this: A potential client clicks through your site, and all of your content really resonates with them. Yay! They are on the verge of booking an appointment with you and use your online contact form to reach out, tell you their story and ask a question about your services. After filling out all of their information, typing up a message and hitting ‘Send,’ they get an error message.
Don't miss out on potential clients because you are too difficult to reach! You should personally test all the contact forms on your website everyone once in a while to make sure everything is in working order.
If you have a contact form, you may also want to make your email address visible somewhere, so the person has options when it comes to contacting you. You want to make it as easy for them as possible!
7. Your content is outdated.
If you’re not an active blogger, that’s fine, but in that case you should remove the dates from your content. Otherwise it just looks like you’re neglecting your website.
Websites with consistently updated pages actually tend to do better in search engines, so we do suggest posting at least once per month. If that’s too much for you right now, at least make everything look current by ensuring it's up-to-date.
Also, if you have a page with events, be sure to remove those events after the date has passed. There's nothing like a potential client getting excited about your cooking class, only to realize that it was last year.
8. The website makes you look boring.
Potential clients want to know who you are, so don’t hide behind boring, overly-professional website content! You don't have to build a sterile, cookie-cutter website for it to be professional. In fact, we think it's better to let your personality shine through!
Write in the same way that you’d speak to your clients, making an effort to excite and entertain them. Don’t be afraid to use your own voice.
Tip: Ask your existing clients what they find interesting about you, or what attracted them to you in the first place. Be sure to include those things or clearly demonstrate those qualities on your website.
9. Your links are dead.
Just like with the contact forms, you need to be on top of ensuring your links are all in good working order. Make it a point to go online and test every link on every page at least a few times per year in case something you linked to went offline.
Tip: Even better, you can use a Broken Link Checker to automatically test your website for broken links.
10. Pages are missing a call-to-action.
Every single page should end by directing the reader to interact with you further. What do you want them to do next? Guide your potential clients to get to know you and consume even more of your content. The more they know about you and what you’re about, the more likely they will be to remember you when they’re ready to hire someone, recommend you to a friend, or become a loyal follower.
Each post/page should end with one of the following:
- "Contact Me" form for questions.
- Link to a similar post they would enjoy.
- Newsletter sign-up.
- Lead magnet download.
- Link to your booking page.
- Link to your other social media.
- Link to any other page on your website.
Take action! Go through your own website this week and screen for any of these common issues. Most of them are simple to fix and will make a huge difference in the experience of potential clients.
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