The Real Reason Your Content Isn’t Converting: Social Media, Email & Funnel Strategy for Health Coaches, Nutritionists & Dietitians
Are you creating aligned content but still not getting clients?
You’re posting regularly. You’re emailing consistently. You’re creating what you know is helpful, empowering content.
But your audience isn’t converting.
If you’re a nutritionist, health coach or dietitian, you’ve likely been told that consistency, education, and adding value are what build trust — and eventually lead to clients.
But there’s a key piece missing that most wellness professionals and even many marketing experts don’t talk about:
If your content isn’t aligned with where your leads are in the buying journey, it won’t convert.
The #1 Mistake Wellness Pros Make With Their Content Strategy
Most wellness business owners are unknowingly creating content that resonates with low-intent leads — people who aren’t close to taking action.
You may be speaking to:
People who are unaware they have a problem
People who know there’s a problem but haven’t yet decided to get support or don’t have a clue what that support could even look like
People who are simply curious, not committed
But your calls-to-action are asking for high-intent behaviour:
“Book a call”
“Apply to work with me”
That mismatch is why it feels like you’re doing everything “right” and still not getting clients.
What Are High-Intent Leads?
High-intent leads are:
People who are actively seeking help and looking for someone who does what you do eg a health coach for busy professionals, a fertility nutritionist, a gut health dietitian
Solution-aware and know they need support from someone like you (no clarity needed on that front)
Evaluating who to work with — not if they want help
These are the people who are closest to becoming clients.
But your content needs to give them what they need to confidently choose you.
That means clarity. Confidence. Proof. And messaging that shows them why you are the right person.
Where Most Content Goes Wrong in the Funnel
Let’s break it down by stage of the funnel:
Top of Funnel (TOFU):
Content that builds awareness and educates people about a problem. Great for visibility — not for conversion.
✅ Instagram reels
✅ Blog posts
✅ Discovery-focused content
Middle to Bottom of Funnel (MOFU/BOFU):
This is where your email nurture and website copy come in — and where high-intent leads are looking for specific, strategic messaging.
✅ Homepages that speak to solution-aware clients
✅ Emails that guide the decision-making process
✅ Client stories, beliefs-shifting content, transformation messaging
If your website, emails and social media content are still geared towards educating, empowering and validating low-intent leads, you’re not speaking to the higher-intent leads in the middle and bottom of the funnel.
The ones who are much closer to becoming clients.
The Fix: Align Your Content With the Intent Level
If you're a wellness professional trying to grow your practice/clinc with content, you need to ask:
Am I speaking to people who already know they need help?
Am I making it easy for them to see why I’m the person to help them?
Am I focusing too much on value for low-intent leads and not enough on strategic content for higher-intent leads?
Want to Learn More?
🌀 Binge The Pre-Sold Path Email Series — and discover how wellness pros are attracting higher-intent leads who say “I knew I wanted to work with you before we even spoke.”
Need Bespoke Help Making the Shift?
We can work together on strategy and/or done for you copy for your social media, blogs, emails, funnel or website or develop a strategy for your marketing system to speak to higher-intent leads.
