Why Your Wellness Website Copy Isn’t Converting (Even If It Seems Good)
You’ve built a beautiful website for your wellness business.
It feels empathetic, and full of value.
But somehow the hard work you’ve done on your website copy isn’t helping you to get the right clients. Or maybe you’re hearing crickets altogether and your website doesn’t get you many (or any) enquiries or booked discovery calls.
If that’s you — you’re not alone.
It’s that your website copy is speaking to the wrong audience.
After 50+ Website Copy Audits For Health Coaches, Nutritionists and Dietitians, I Keep Seeing the Same Thing Holding You Back From Getting More Clients From Your Website
In the past 18 months, I’ve reviewed over 50 websites for wellness professionals — including fertility nutritionists, hormone health coaches, and therapists.
Here’s what I keep seeing:
👉 Their website copy is speaking to the wrong stage of the customer journey.
In other words: their messaging is written for people who are just starting to realise they have a problem — instead of those who are actively looking for support from someone like them and in their niche..
If your website isn’t converting website visitors into client enquiries, this is probably why.
Let’s Break Down the Customer Journey (And Why It Matters)
To write high-converting website copy, you need to know how your ideal clients think — and where they are in their decision-making process.
Here’s a simple breakdown of customer awareness stages:
Unaware – They don’t know what their problem is yet
Problem Aware – They know something’s wrong but don’t know what to do
Solution Aware – They know the type of support they need (e.g., a fertility nutritionist)
Most Aware – They’re comparing professionals and deciding who to work with
Here’s where it goes wrong:
Most wellness websites are written for people who are problem-aware — not solution-aware.
But your website is mid-to-bottom of the funnel marketing, and it should speak to people who are already searching for support.
That means your homepage should meet them at the solution-aware stage — the moment they’re choosing who to trust.
Real-Life Example: A Fertility Nutritionist Website Audit
Recently, a fertility nutritionist requested a free homepage audit because she wasn’t getting enquiries from her website.
She thought it was a wording issue — maybe her voice wasn’t clear or confident enough or she just needed to tweak a few key phrases. .
But the real issue?
👉 Her home page and website in general was speaking to people too early in the journey.
There was lots of awareness-building copy — but no real positioning of her service for someone already looking for a fertility nutritionist.
She was still educating. They were ready to choose. The disconnect = no enquiries.
What Your Wellness Website Copy Should Be Doing
If your ideal client is solution-aware (which high-intent website visitors are), they already know and believe support can help.
They just need to know:
✔️ Why you’re the right person
✔️ What makes your approach different
✔️ What results they can expect
✔️ How to take the next step
This is conversion copywriting for wellness professionals — and it’s very different from awareness building copy.
Is Your Website Copy Speaking to the Wrong People?
If your website copy is still trying to build awareness, you’re missing out on the high-intent clients who are closest to working with you.
🛑 They don’t need a lightbulb moment
🛑 They don’t need to be educated
✅ They need to trust you’re the one
If your website isn’t generating the right leads, there’s a messaging problem — and it usually comes down to the customer journey and the stage you’re actually speaking to.
What to Do Next
I’m currently offering a free mini homepage review to wellness professionals who want to know if their copy is speaking to the right people.
💬 Request your free audit to find out if your homepage is aligned with high-intent clients.
Want deeper insight? You can also get my Mini Homepage Copy Roadmap for just £35. It gives you the guidance to start shifting your copy to speak directly to solution-aware leads — so your website can finally start converting visits into enquiries.
