3 Signs Your Wellness Website Copy Is Costing You Clients Because It’s Speaking To The Wrong Audience
You’ve got a beautiful website that’s polished, professional and packed with helpful info.
So why aren’t more people booking?
Here’s the quiet truth:
Most wellness pros have websites that are written for the wrong stage of the customer journey— which means the right clients don’t even realize you’re the one for them.
Your website is where decision-ready clients land after:
Finding you on Google
Getting a referral
Subscribing to your email list
Hearing about you from ChatGPT
And they’re making a fast judgment: 👉 Is this person the right fit to help me with what I already know I need?
If your copy speaks to the wrong awareness level, you’re losing them without even realising it.
🚩 Sign #1: You’re Explaining Why Someone Might Even Need a Health Coach, Therapist or Nutritionist
Your website talks about:
What symptoms someone might be struggling with
How this is making them feel
How life could be different for them
Why they may need someone like you
Sounds helpful, right?
But here’s the problem:
Clients who are still unsure whether they need support are not your clients.
They’re not ready and they won’t suddenly become ready just because they landed on your website and read copy about why they need someone like you.
Your website isn’t for making someone “see the light.”
It’s for someone who already had the lightbulb moment and is now choosing who to hire.
🚩 Sign #2: You’re Trying to Inspire & Empower, Not Convert
A lot of wellness websites focus on the transformation:
What life could be like “on the other side”
How empowered and different clients will feel
Inspirational “you can do this” messaging
Here’s the issue:
Solution-aware clients already know they want change.
They’re past the inspiration stage.
They want specifics about what working with you looks like.
They’re not thinking, “Could I feel better?”
They’re thinking, “Is this practitioner the one who can help me feel better?”
If your copy doesn’t answer this because it’s speaking to someone who still needs clarity, they’ll move on to someone who feels a better fit.
🚩 Sign #3: Your Copy Is All “I” and Very Little “You”
You want to establish credibility and authority so you talk about:
Your approach
Your credentials
Your passion
Your method
All important. But here’s the catch:
“I” copy positions you as the hero.
“You” copy makes your potential client feel seen.
Solution-aware clients don’t need to be convinced you’re passionate, empathetic, knowledgeable and an expert in your field.
They need to understand that you’ve helped people just like them before and that doesn’t come from building empathy about their struggles or showing your credentials.
It comes from positioning yourself to solution aware clients via your website messaging.
🧠 The Real Problem: You’re Writing Top-of-Funnel Copy for a Bottom-of-Funnel Moment
This is the big shift.
Your website is not the start of someone’s journey.
It’s the last stop before they book.
That means:
You don’t need to educate them on what you do
You don’t need to convince them they have a problem
You don’t need to “warm them up”
You need to have messaging and copy that speaks to someone on the verge of working with you.
This is VERY different to the empowering ‘life can be different’ messaging that most wellness pros still have on their website.
Shift your messaging and your website can finally become a marketing tool.
🎯 Ready to Make Your Website Copy Client-Ready?
If you’ve ever felt like your website “should” be converting, it’s not a design problem and constantly rewriting the copy rarely helps either.
It’s a messaging problem.
You’re an expert. But your copy might not be showing that to the people who are already looking for someone like you.
Let’s fix that.
