Here are the top 7 mistakes we see all the time on wellness websites. The good news is these are all things you can easily fix. Are you ready to turn your website into a marketing magnet that generates more leads for your business? Cool, here’s what’s most important to look out for. (Looking to submit your website for a free review? Just scroll down to the bottom of the page.)
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Your CTA is SO important, yet many websites forget to do this. You have to remember, you typically have seconds to capture a visitor’s attention, so make sure you have a super clear way for users to contact you above the fold (“fold” is just a term for what displays on a user’s screen before they have to scroll down your website).
A common (but tested) pattern is to have a headline with a big button below. Many websites use this pattern, but that is a good thing. You do not want potential clients to have to go on a scavenger hunt to figure out how to contact you, book a service, or do whatever it is you want them most to do when they go to your site.
Here’s what this can look like:
Another important thing to remember is not only to have a button, but make sure that button is accessible and has a passable contrast ratio. We often see health and wellness owners choose colors that perhaps fit their brand, but that honestly, are SO hard to read. Don’t do this. Not only is it best practice for making sure your design is inclusive and considers users with visual impairments, but choosing colors and features with enough contrast ratio will also make your site and message clearer for ALL users.
The good news is that it’s really easy to check to make sure your colors are a-okay. Simply go to this online tool: aremycolorsaccessible.com. Enter your text color and background color. It will immediately tell you if your colors pass or fail.
We typically recommend going with green, blue, or a somewhat neutral color. Certain colors can represent “danger” like reds, oranges, and yellows, so keep that in mind when choosing colors.
Okay, so you have a button above the fold and you have picked the perfect, accessible color. 🙌 But wait, there’s more! The copy. Bottom line: DO NOT MAKE YOUR USERS THINK TOO HARD. This isn’t the time to be subtle. Be clear and concise, and don’t make your primary CTA long or overly catchy.
🙅♀️ Do not use copy like:
✅ Use direct and simple copy like:
To sum up, It’s important to remember, you are a business. You want to make sure that when a potential customer visits your website, it is super simple for them to contact you or schedule an appointment with you. Do that by having a button that is easy to read.
A logo is the first thing a potential client will see when they load your website. There is actually tons of interesting data about how people scan a webpage; you can check that out here. All that to say, your logo is your first impression. It gives users a sense of who you and your business are.
We’ll walk you through some tips and guidelines to make your logo appealing and an accurate reflection of your brand. (there are also tons of great articles about the importance of a strong logo; we like this one). Let’s discuss your logo options.
This may seem contradictory, but honestly, most health practitioners and small business owners can get by with a simple text-based logo that includes their name or business name. Pro tip: just use the same base font that is being used on your website. Here is an example:
This isn’t our favorite option, but it is a possibility. Online services like Envato or Canva give stock templates you can use, and many are free. But just like stock photos, stock logos can come across as kinda bland and fake. An exception is if you are looking for a simple icon. If that’s the case, Envato or Canva have some great icon assets.
Here is just one example of what you can find on Envato:
99designs is a great way to get a bunch of logo options. They crowdsource from a collection of designers to create dozens of design concepts for you to choose from. This is a really convenient & affordable option for when you want to see different variations but don’t want to pay full price for a designer.
If your health & wellness business is thriving, and you're looking to take your brand to the next level, then we recommend taking this step for your business. A professional designer can not only help you create a custom logo, but can also assist with overall design and marketing needs to make your brand feel cohesive and unique.
All that to say, don’t make a logo if you don’t have design chops. 😉 This may seem harsh, but the reality is it could do more damage by making your health & wellness business come across as unprofessional or illegitimate.
Health & wellness businesses often make this mistake. Now don’t get us wrong, we highly recommend writing a thorough description on your background and education on your “About” page, and explaining what services you offer in detail. BUT, not on your homepage. Keep your homepage short and sweet. Remember, you only have moments to capture a visitor’s attention.
When people visit your homepage you want them quickly to be able to see:
So the point is, keep your homepage laser focused on generating leads and getting clients. To do that, you don’t need to write your life story on your homepage, but rather use your secondary pages to get into the nitty gritty details.
Socials are often overlooked, which is a major bummer. Remember, at the end of the day, people are looking for help to improve their health and wellness. They want to find someone that they can connect with, trust, and relate to. Social media is often that bridge between your business and who you are. Social media marketing, whether Instagram (our fave!), Twitter, Pinterest, or Facebook is such a powerful tool to help showcase who you are as a real person. What you share and how you present yourself online has the power to motivate a client to reach out to you.
There are so many tips and tricks out there about creating a successful social presence, but our top tip by far is to be genuine. Authenticity stands out and builds trust. Let who you are shine through your photos, videos, and other content you share. We discuss this more in detail with Rachel Molenda on this episode of the Healthy Work Podcast. Rachel is a shining example of a health & wellness professional who shares authentically on social media, and she has cultivated a widely engaged online community as a result.
Side note: Running your socials well can be quite a process. There are some great online apps available to help make managing your socials much easier. You can learn more about them in our guide for “Best Tools, Apps, & Services to Run Your Wellness Business”.
Social proofing helps convince a potential client that they want to be like the other people you are already helping. A simple way to do this is via testimonials. Testimonials are a proven, powerful, and pretty easy-to-create marketing tactic. When visitors read quotes or stories about how you have improved the health of others and have changed lives, well, that SELLS.
So do it! All you need is to collect some feedback from your customers. Here’s a little template to help you with this process.
Some best practices to remember:
Also we must add, NEVER make up a testimonial. Oh you knew that one? Cool. 👍
Let’s be honest, we all can eye a stock image from a mile away, so don’t pick one for your website. Choosing the right image (especially for the top hero on your website) is a tough but important job. And we get it, it can be hard to find that image that perfectly complements your wellness business. Here are some tips to help you out, starting with some key things to avoid when choosing an image.
Avoid images of overly staged people or objects with white backgrounds. This is stock 101. DON’T do it 👇.
Also remember that, especially for certain fields that are less mainstream, some images or symbols may not be easily understood without context. We often see websites go over the top with graphics or symbols to oversell and explain their business to clients. You might be tempted to be overly scientific in your marketing, for example. But this can backfire. Just like copy should be kept clear and concise, your website images should also be simple and straightforward.
Think about the user’s experience. Use photos to give people a glimpse of what to expect when they meet with you or visit your office.
Ideally, pay a photographer to capture real, high-quality photos of you, your team, office, objects you use, some action shots (aka you doing whatever it is you do). We get that paying a professional photographer can be pricey (budget 300-500 bucks for a basic 2-hour session), but this is something worth investing in when you have the funds because strong photography helps potential clients see that you are real.
If having a professional photographer is not in the cards, then use a website like Unsplash or Envato to find (slightly) less stocky photos. There are some great freebies out there.
It’s easy to fall into the trap of thinking you are a designer. But an untrained eye can quickly do some damage on your website, especially when it comes to font and color choices.
So, unless you're a professional designer, stick with your template. No matter what CMS you are using (Squarespace, Wordpress, Wix, etc.), you’ll have plenty of solid templates to choose from that have been professionally designed by designers. Trust that template and use it to your advantage.
These CMS template designers have carefully selected the fonts and have spaced everything out for the page. This means you don't need to add a ton of additional features. Sure, you can certainly customize a little when needed, but more often than not, it’s best to keep pretty close to the original template.
If you are looking to tweak things a bit, there are some really great tools to help you with web fonts and colors:
It is no longer 1995, which means visitors to your website are increasingly looking for a more engaging online experience. You can achieve this in a variety of ways, but one of the easiest and most powerful ways to create engagement is with a poll. Polls surface a question relevant to your audience. People are wired to give their opinion, so polls are a magnet for engagement. And they help you understand your audience more. So how do you add a poll to your website? Well, glad you asked because we have created a really simple (and free!) product to do just that. Go here and create a poll.
Not only do our polls make your website stand out and increase engagement, but they are also a great way to generate leads (i.e. collect emails). Sure, you could put a form on your website to sign up for your newsletter, but people are becoming blind to those callouts because they’re everywhere. A poll, however, gets noticed. Check out this example:
Working on a new health & wellness business website? Or looking to refresh your existing website? Well, you’ve got great timing because we would love to offer you some free, unbiased feedback! Collectively, our team has over 10 years of advanced design and marketing experience, so we’re confident we can give you a helpful, personalized review of your website. Now’s the time to FINALLY FINISH (pardon our split infinitive, but it was called for) the beautiful website you’ve been dreaming up.
Include your website URL and any additional comments or specific things you are looking for feedback on. (We’ll add you to our email list where we send out even more free stuff to health & wellness entrepreneurs. Unsubscribe anytime you want.) We also recommend joining our community exclusively built for wellness entrepreneurs to support each other as you grow your health and wellness business.
We will focus on reviewing your web design, content, and accessibility and then we will provide a one-page list of actionable tips and simple recommendations. And yes, we get it, you may not be a professional designer, so we will try to focus on changes that YOU CAN make on your own.
Here is an example of what to expect from us.
That’s it! Easy peasy, right? We hope that our feedback will help you use your website more strategically and effectively so that you get more clients and grow your online wellness business in a way that aligns with your goals.
Danielle Reynolds-Flatt is a nutritionist, entrepreneur, marketing nerd, and cat lady.