Your Ideal Clients Already Know They Want Support So Why Is Your Website Copy Still Trying To Convince Them?
You’ve written your website to explain:
💬 “Why fertility nutrition matters.”
💬 “Why food impacts hormones.”
💬 “Why working on nutrition can support conception.”
And that’s all true. But your website copy isn’t the place to educate, empower and convince people who don’t realise that fertility nutrition matters, food impacts hormones and working with a fertility nutritionist can support conception.
Your website is bottom of funnel marketing for people who are already empowered, already in hiring mode before they ever land on your website, and actively looking for someone who can support them.
If you’re still not seeing calls booked, applications submitted or consistent enquiries from your website, it’s because your website copy isn’t speaking to the right people.
It’s top of funnel and focused for people who don’t know they need you and aren’t looking for support instead of bottom of funnel and helping decision makers choose you over the other wellness experts they’re considering.
✨ High-Intent Clients Already Know They Need Support
They’re not googling “what is a fertility nutritionist?”
They’re asking:
👉 “Which fertility nutritionist, dietitian or coach should I work with?”
👉 “Who gets results for people like me?”
👉 “Can this person actually help with my fertility situation?”
They’re not in research mode. They’re in decision mode.
If your website is still trying to educate, inspire or explain why nutrition is important, you’re missing the moment when they’re ready to choose someone because your website copy isn’t positioning you to someone who’s already looking to invest with a fertility nutritionist.
🚫 Early-Stage Awareness Copy Sounds Like This:
❌ “Nutrition plays a key role in hormone balance.”
❌ “Did you know gut health impacts your cycle?”
❌ “Fertility nutritionists look at the whole picture.”
That’s all helpful. But it’s speaking to someone who still needs educating, empowering and convincing.
The client you really want? She’s already convinced. She knows the kind of things that might be behind her fertility struggles and that a fertility nutritionist is the best person to help her get to the root cause of her specific situation.
She’s just looking for the right one and if your website copy isn’t helping her to choose you over other fertility nutritionists, she’ll move onto your competitors.
If their website copy is speaking to high intent leads like her, guess who she chooses?
Not you because your website copy isn’t positioning you to solution aware, high intent leads like her.
✅ What Your Best Fit Clients Need to Hear Instead:
✔️ What sets your approach apart
✔️ The outcomes you’ve helped similar clients achieve
✔️ What working together looks and feels like
✔️ How you support someone who’s already doing the “right” things but still isn’t getting results
Your copy doesn’t need to “earn the yes” through education.
It needs to reinforce the yes that’s already close by positioning you to someone who is already looking for the support you offer.
📍 Your Website Isn’t Top-of-Funnel — It’s Bottom-of-Funnel
By the time someone finds your web site via Google, ChatGPT or a referral, they’re not clueless about the link between fertility and nutrition or what a fertility nutritionist even does.
They’re evaluating:
🔍 Is this the person for me?
🔍 Is her method the best choice for me?
🔍 Will this investment move the needle versus investing with someone else?
🔍 Why should I choose this person over the other 10 fertility nutritionists I’m also considering?
If your website is focused for people who are still in information mode, it skips past what really matters to a decision-ready client: Why YOU?
💭 Want Website Copy That Speaks To The Clients You Actually Want?
I help wellness professionals — including fertility nutritionists — have website copy that meets high intent clients where they are: already searching, already motivated, already prepared to say yes to the right person.
📥Let’s build that together so your website copy makes you an instant ‘yes’ for the ready to book clients you want and need.
Work with me on a website copy audit to help you to optimise your website copy messaging, positioning, structure and SEO for high intent clients or a done for you website coy refresh to get all of that already weaved into done for you copy.
