They Found You on Instagram But Your Website Decides Whether They Book
Social media starts the relationship.
Your website decides if it goes any further.
Most wellness and skin experts assume that if their Instagram looks good, bookings will follow.
But what actually happens looks more like this:
Someone watches your Reel. They like your vibe. They think, “I might book with them.”
Then they quietly open a new tab.
And they go to your website to decide if you’re really the expert they should book with.
When someone is about to spend money on their skin, health, or wellbeing, they don’t rely on social media alone.
They want to feel confident they’re making the right choice.
Your website answers the questions they won’t DM you to ask:
What makes you different from everyone else offering the same thing?
Why should I pick you rather than someone else in your niche?
Is this worth the investment?
If your website can’t answer those questions clearly because you’re not strongly positioning yourself as an expert to ready to book clients, the booking doesn’t happen even if your social media is strong.
Most wellness and skin experts aren’t strongly positioning themselves as an expert who stands apart from the competition and ready to book clients don’t see why they should choose YOU over anyone else offering similar services.
When your website messaging leans into your USP and actively positions you as an irreplaceable expert, you own a gap in the marketing and are positioned to stop blending in and start owning your expertise.
What happens when your website doesn’t position you as an irreplaceable expert
This is where most bookings are quietly lost.
Because your website sounds like everyone else - similar messaging, similar backstory and ultimately, you blend in amongst everyone else in your niche rather than owning your expertise and what makes you different
Potential clients leave thinking: “They seem nice but I’ll keep looking.”
And they do.
Your website isn’t there to nurture — it’s there to convert
This is where many wellness and skin experts get stuck.
They treat their website like an extension of social media and write content that might land with people early on their health or skin journey but turns off the high intent, ready to book client who are this close to booking with someone. Just not you because your website messaging is written for the wrong people.
Even people who land on your website after finding you on social media are checking if you’re the one.
Your website should:
Position you as the expert they’ve been looking for
Clearly articulate your method, philosophy, or approach and why it gets results
Show why your work isn’t interchangeable with someone else’s
Make booking feel like the obvious next step
Not “here’s what I offer.”
But “here’s why this works and why it works here.”
A high-converting wellness website only speaks to the right people
It pulls in the ones ready to book instead of trying to land with people who are too early in their journey to be looking for an expert.
It’s about messaging that reflects your expertise, experience, and what makes you different.
If people are finding you but not booking, your website messaging is underselling you
If you want to know whether your website is helping or quietly costing you bookings, you can book a FREE mini website copy audit.
I’ll look at one key page and tell you exactly how your messaging is landing with the clients who are most ready to book.
I’m a copywriter who specialises in SEO optimised website copy for wellness and skin experts that positions you as an irreplaceable expert.
I commonly work with: Nutritional Therapists, nutritionists, dietitians, naturopaths, skin therapists, aestheticians, therapists, counsellors, physiotherapists, hypnotherapists, sleep consultants, physiotherapists, osteopaths, life, mindset coaches, confidence coaches and more. If your work makes people happier, healthier etc.
