Why Your Funnel Isn’t Converting: Funnel Strategy for Nutritionists, Health Coaches & Dietitians
Funnels Aren’t Dead—They’re Just Often Misunderstood
I see so many nutritionists, dietitians, and health coaches who have put a ton of time into creating free downloads, setting up email sequences, and even paying for traffic—only to end up with crickets.
No enquiries. No sales. And a belief that funnels just don’t work.
The truth? Funnels can work really well - if they’re built with strategy.
A funnel that works in 2025 isn’t about simply offering value and playing the long game with nurture.
It’s about creating a path that aligns with how high-intent leads actually make decisions - because these are the people who are going to become your clients and help your wellness business to thrive.
This post walks you through what that actually looks like and how to build a funnel that works without relying on constant visibility.
Mistake #1 - The funnel isn’t rooted in buyer psychology
Here’s the thing: most funnels are built with low-intent leads in mind. The kind of people who are curious about their health but aren’t ready to take action yet.
So many wellness pros are taught to focus on awareness and education - provide value, build trust, and eventually, people will want to work with you.
But that approach skips over what actually converts:
Understanding the intent level of your leads
Knowing where they are in the decision-making journey
Creating content that bridges the gap to “I’m ready to work with you”
Mistake #2 - The funnel is attracting people who won’t become clients
Funnels that convert high-intent leads start with clarity:
Who do you want to attract? (High intent, solution-aware, almost-ready leads; not the people much earlier in the customer journey who are a million miles from taking the next step)
What do they already know? (A lot more than you might think, which is why educating, empowering and trying to create a lightbulb moment of clarity doesn’t speak to the right people and doesn’t bring clients)
What needs to shift for them to take action? (Why your approach, what makes you different)
Your freebie should be themed to attract high-intent leads. This is where most freebies go wrong - they’re attracting low-intent leads and a funnel built off the back of this naturally becomes skewed to low-intent leads too.
Once someone opts in, your email sequence should walk them through:
The silent questions they’re asking
The things that might be holding them back
The shifts they need to feel ready to move forward
For high-intent leads, this looks very different to a nurture/value based funnel that’s attracting and speaking to low-intent leads.
This is strategic funnel-building. It’s less about education and more about helping them say: *"This is what I need. And this is the person I want to help me."
This is where working with a funnels copywriter who understands buyer psychology and decision making in the wellness space can make a huge difference.
Mistake #3 - Every Funnel Touchpoint Is Speaking To Low Intent Leads
Your funnel doesn’t begin and end with the opt-in. Let’s talk about some often-overlooked (but high-impact) touchpoints:
Your Homepage
Your website copy is a powerful part of your funnel—if it’s speaking to people who are already solution-aware and considering their options.
They may not be quite ready to book a call but the strategic nurture in a funnel speaking to high-intent leads like them can be the difference that gets them to take that next step.
But a funnel that’s speaking to low-intent leads won’t interest them, won’t get the opt-in, and ultimately, you lose them when they were potentially *this* close to becoming a client.
Welcome & Nurture Emails
Most welcome sequences just deliver the freebie and drop a few value-packed emails. All of which is aimed at low-intent leads.
Instead, your emails should act like a strategic conversion system.
That means:
Knowing what mindset shifts are needed for almost-ready clients
Guiding them based on what they already know and the gap to be bridged
Speaking directly to the solution-aware client who needs to understand why you
Because solution-aware leads don’t need education. They need clarity and confidence in their next step.
How to Make Your Funnel Speak to High-Intent Leads
Start by auditing who your funnel is really attracting.
If your list is full of curious followers who never enquire, it’s because the funnel is speaking to the wrong awareness level. Even when they’ve gone through it, they’re still not a high-intent client, hence the crickets.
Shift your focus:
Start with the offer you want to sell
Build a freebie that leads logically to that offer - for high intent leads
Write email content that anticipates objections and nurtures belief in your solution with high intent leads in mind
This approach filters in the right leads—and filters out the ones who aren’t ready.
What Happens When It Works
When your funnel is aligned with your offer and speaks to high-intent leads:
You get enquiries from people who already know they want help
Your copy acts as a filter and a magnet
You stop relying on social media to constantly drive conversions
It means your marketing starts working without being constantly visible because it’s speaking to the people who are most likely to become clients.
Binge the Pre-Sold Path Email Series For More On Low Vs High Intent Leads
If it feels like your marketing should be working but right now, it's like you're talking to ghosts, I wrote this email series for you (and other wellness pros in the same boat).
This private email series is for wellness professionals who are done trying to educate, empower and convince people to work with them — and ready to start attracting the kind of clients who already see the value, already trust your approach, and are close to making a decision.
🙅♀️ No “educate to the point of burnout.”
🙅♀️ No 'just go viral' to get more eyeballs on your content 'because it's a numbers game'
🙅♀️ No waiting and hoping your content eventually starts converting.
The Pre-Sold Path Email Series
Ready to Create a Funnel That Converts?
I help wellness pros build strategic, psychology-led funnels that do the heavy lifting in attracting and converting high-intent leads — without relying on constant content creation or aggressive sales tactics.
If you’re looking for a funnel strategy for nutritionists, health coaches, or dietitians that actually works — I’d love to help.
Book a strategy roadmap or explore done-for-you copy options designed for wellness professionals like you.
