Top 3 Problems with Wellness Websites
1. The website is super vague. Phrases like “Start your wellness journey”, “Better your Health”, “You Healing Starts today” doesn't tell me anything about what you do. Yes you help my health, but is it physical, mental, spiritual? If I am specifically looking for someone to help me with a gut health issue through nutrition, I need to know instantly if I am in the right place. I don't want to find out 10 minutes later after digging that this site only deals with mental health.
2. Way too much information. On the other side of the coin, so many times I see sites with so much information (specifically on the homepage) that it makes my head hurt. There is a huge lack of organization and way too much oversharing. We often talk WAY too much about ourselves on our websites. Do people care about your credentials? Yes, but it doesn't need to be on the first page. Note: If you absolutely want your credentials on your homepage, make it 5 words or less, the rest can be on the about page.
The first page of your site needs to say: Who you are, who you help and a few key ways you do that. Then you need a call to action. What do you want them to do? Book a call? Sign up for a free workshop? The only other thing you should have on the home page is maybe some testimonials. I look at wellness websites for a living and with 1 & 2 it takes me a good 5 minutes or more to realize what that business specializes in, who they help and why I should hire them. The problem is, especially in this society you don't have 5 minutes, you have 5 to 30 seconds. Talk more about the client, their problems and the solution.
Make them feel heard and understood, then you can talk about yourself.
3. There is no clear call to action.
We use our websites to help and educate the public on ways to better themselves and their lives. As experts in your field, you probably have a TON of helpful resources.
The problem is if there are too many options, your viewer will get overwhelmed and not make any decision. That or they will choose a service that doesn't benefit them or you as much as another one.
For example if you have a ton of little courses, challenges, and downloads, but what if you really prefer doing one on one coaching and a long term relationship. Now by having all of that extra information all over your site you shoot yourself in the foot, you put too many distractions. The chances of them booking the call is pretty slim. This applies with all areas. If you have a master course, make sure that is the focus.
I have found that personally and with my clients, getting someone on the phone is the best way to get to know the person calling, make sure they are a right fit, figure out the problem they have (and not just what they think they have), and to show them the value of your main offer and turn them into a client.
So in summary.
1. If your site is too vague, actually say something!
2. Take a look at your home page, declutter it, talk about them, not yourself.
3. Get a clear call to action. Think about the one thing you really want to offer and make sure the whole site is focused on getting the client to make that decision.