6 Sections Every Health and Wellness Website Needs
TL;DR:
If your website isn't attracting clients, it might be time to rethink your approach. This guide will help you create a website that clearly communicates what you offer, why you're the best choice, and how to book with you. Focus on a strong, clear header, address your clients' pain points, highlight the benefits of your services, and include a brief but compelling bio. Outline your process to build trust, and use a lead magnet to grow your email list. By the end, you'll have a website that makes visitors say, "This is who I'm booking with!"
Get a list if promotions you can offer as your lead magnet.
I get it — You’re tired of visitors overlooking your website and not booking with you and instead going with one of your competitors.
And you’re not sure why or what to do about it.
Don’t worry, this guide is all about making your website, and more importantly, your business, front and center.
By the end of this guide, you'll know exactly how to create a website that speaks loud and clear to your audience, making them think, "Yep, this is who I’m booking a session with!"
1. The Header
This is arguably the most important section of your website! It’s the first thing people see when they visit your site and it’s your only chance to lasso your audience to keep scrolling! Acording to Nielsen Norman Group, World Leaders in Research-Based User Experience,
““the first 10 seconds of the page visit are critical for users’ decision to stay or leave. [If they decide to stay], users are still highly likely to leave during the subsequent 20 seconds of their visit. Only after people have stayed on a page for about 30 seconds does the curve become relatively flat. People continue to leave every second but at a much slower rate than during the first 30 seconds.””
So how do you hold their attention in this ever-distracting world?
Hold the fluff and cut straight to the chase!
Those who land on your website are there because you have something they want — their pains to go away.
So make sure you tell them they are in the right place and that you are the perfect person to help!
Your header should be as clear as day and answer these 3 questions:
What services you offer
Why someone should choose you for their next session, i.e. how you’re going to make their lives better
How someone can book with you
Every person is busy and juggling several things at once. The people who land on your site have their hands in 17 different honey pots, wondering what to make for dinner, who’s going to pick up the kids, and an appointment on Tuesday 😂
By making sure your header answers the questions above, you’ll maximize your odds of them staying on your site and ultimately booking a session!
Here are some examples of fluffy headers:
“A PLACE OF TOTAL METAMORPHOSIS”
“Allow me to guide you through the world of beauty and lead you to a total transformation”
Without any other context, can you tell me why you would be on this person’s website?
Probably not!
My initial thoughts were:
Is this person a makeup artist and will they help me understand my skin tone and composition so I look and feel better?
Or perhaps a retail coordinator to help me show up with confidence by transforming my wardrobe?
I don’t know, because they do not tell me what I need to know.
How about this one? Why would you be on this person’s website?
“Live A Life Of Joy, Happiness And Fulfillment And Aligned To Your True Purpose”
Sure I’d love to live this type of life. But is this in regards to my business, my family, my dogs? It’s so vague and confusing, I’m using too much mental energy to decide why I should keep scrolling.
And now they’ve lost me. I’ve hit the back button and am headed to a competitor who knows how to speak to me.
This is why it is so so important to be clear and write to your audience’s needs. Your audience only has so much mental capacity to understand your message.
And every time your visitors have to “figure out” a clever phrase or a headline that doesn’t say exactly what you mean, they are eating up precious brain power.
You want your message to be as simple and easy to understand as possible.
There’s no time for being clever, Dr. Jones! 😂
Now let’s take a look at some very thought-out and direct messaging…
From Serenity Sea Therapy
“Holistic healing for a hopeful tomorrow
Compassionate, Trauma-informed Mental Health Therapy for Adults and Adolescents”
From Liberate With Lydia
“Sacred Somatic Breathwork and Trauma Resolution for the Modern Mystic”
From Skyterra Wellness
“A wellness retreat to help you reset
Jump-start change • Build new habits • Improve your health”
See the difference? You’re told what you need to know to continue to scroll.
In addition to the headline, your header should also include a CTA or Call to Action. This is a button that leads your clients to the next step of the sales process.
Do you want them to check out your services?
Sign up for a lead magnet?
Or go straight to filling out an inquiry form?
These are all CTAs, and this button is how you guide the user's experience. If you don't have a CTA button, you're missing a huge opportunity.
2. The Pain Points
I’m sure you’ve heard this dreaded phrase before but why do they matter?
Pain points are the challenges your audience is facing. They could be frustrations at work, unmet needs at home, or stuck energy in the body that’s preventing your community from living the life they desire.
So why are they such a big deal?
Because by identifying your ideal client’s pain points you start to understand their needs. This way you can tailor your services and your all-around message to help them.
By addressing pain points, you can provide solutions that resonate with your clients, leading to increased customer satisfaction, repeat clients, and ultimately, sales!
For instance, a pain point for busy professionals might be the lack of time to cook healthy meals. A meal delivery service could address this pain point by offering convenient, nutritious meal options delivered to their doorsteps.
3. The Benefits
Having the benefits on your website is like telling your friends why they should try out your favorite restaurant.
You want them to experience how great it is, but some people need more convincing than others.
This is why listing your benefits are so helpful – they let people know what's awesome about your services!
Think about it this way: when you're browsing a website, you want to know what's in it for you, right?
That's where the benefits come in! They're like the highlights reel, showing off all the great stuff about your services and results.
Let's say you're selling a meal delivery service (for the busy professional above). You'd want to shout out about how convenient it is (no more grocery shopping!), how delicious the food is, and how it saves time.
These benefits directly address what potential customers are looking for, so in their heads, they’re thinking, "This sounds perfect for me!"
Plus, when you spell out the benefits clearly, you're building trust. It's like saying, "Hey, we get you, and we've got you covered."
This is important because TRUST turns leads into clients.
And here’s an added tidbit, listing benefits isn't just for humans – it's good for search engines too!
By using the right words that people are searching for, you’re boosting your website's visibility and attracting more visitors who are looking for exactly what you offer.
4. YOUR MINI BIO
Having a bio on your website is like your introduction to someone new, but with a twist.
While yes, it is about making a friendly connection, it’s also another way to let them know why they should choose you and your services!
Here’s what I mean –
When someone lands on your website, they want to know who's behind the scenes, right? Your bio is like a little window into your world, showing off your personality and what makes you awesome!
But this is also an opportunity to show off your skills and expertise and how your visitor can benefit from knowing this.
Whether you're a seasoned pro or just starting out, highlight what sets you apart from other wellness professionals and what makes you the perfect person to ease their pains away!
Oh, and remember to keep it short and sweet. Nobody wants to read a novel!
Aim for a few punchy paragraphs or bullet points – just enough to give visitors a taste of who you are.
And finally, wrap it up with a call to action. Invite visitors to sign up for your newsletter or book an appointment with you. Make it easy for them to reach out and get in touch!
5. THE PROCESS
Including information about the process of working with you on your website is like giving your visitors a backstage pass to how you work your magic.
What you’re doing is being transparent, setting expectations, and building trust — And trust leads to action — like clients hitting that "Book with me" button!
When you lay out your process, you're saying, "Hey, I've got this down to a science, and I'm not afraid to show you how it's done."
The Breakdown
Nobody likes to be in the dark especially when it comes to making an investment. So let’s put that fear to sleep!
It doesn’t need to be super detailed, you can keep it high-level. List out the path you’ll take your clients on before working with you, while you’re working together, and if it’s applicable, what happens after the work is complete.
Keep it between 3-5 step – any less and it seems unrealistic, any more will be overwhelming.
For instance, for Massage Therapists, your process might look like includes:
Step 1 - Book appointment
Step 2 - Fill out Client Intake Form
Step 3 - Custom therapy plan based on intake answers
Step 4 - Enjoy massage
Step 5 - Book next session
6. THE LEAD MAGNET
If you’ve ever been to Costco on a Friday or Saturday, you’ve seen a lead magnet in action.
Ever wonder why Costco has its workers set up in stands at the end of isles, handing out free food to anyone who walks by?
That is because Costco is willing to take the minor short-term loss to offer their customers an opportunity to try new foods that they would otherwise not tried.
According to Lightspeed, conversion rates are 30% higher when products are sampled.
This is exactly what your lead magnet does for your practice!
You want your visitors on your website to sign up for your newsletter/coupon/special/etc. You want their email and direct access to their inbox.
Now what’s so great about having an email list?
Well, it’s 2-fold:
Any email you collect is yours.
This may sound weird, especially if you’ve been talking to leads through social media apps like Instagram or Facebook but here’s the thing, you can’t trust those systems to let you keep those leads, and here’s why:
One day their system could go down or be sold or whatever reason they want to come up with. They have all rights to lock your account and take away your following.
But if you have those emails in your Customer Relation Management system, they’re safe with you!
So yes, market on those platforms and promote your lead magnets to get emails, but then bring them over to your CMS and into your world from there!
You have direct access to their inbox for marketing purposes.
You might be asking,
“Well, what’s the difference between email and other means of marketing, it’s all marketing right?”
WRONG!
Not everyone plays around on social media. Not everyone reads blogs. But everyone has an email 😉
By having access to potential clients' emails, you get to send them reminders, updates, new services, or anything you want, straight to their email.
Granted, your subscribers may not open every email, but that’s okay, that’s not the point. What’s key is that your name and business continue to pop up in their inbox — This means that your name gets pushed to the forefront of your reader's mind. And the next time they are looking for your services, your name comes to their minds.
Now this is the beauty of email marketing.
Get a list if promotions you can offer as your lead magnet.
If this stuff seems tough, you’re not alone — I’m here to help you with your web design experience.
Get a website you love and watch your community confide in you and your services!
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