Why Your Wellness Coaching Website Isn’t Attracting Clients (And How Your Clients' Words Can Fix It)
Healthy juice drink
Can I tell you a story about a wonderful wellness coach I once worked with?
She’s a genius in her field with bucketloads of passion and a website…that needs work. And, despite her expertise, she was struggling to get a steady flow of clients
She came to me, frustrated and overwhelmed, saying, “People love my advice once they work with me. But I just can’t get them to book a call.”
Sound familiar? If you’re nodding, you’re not alone.
The Website Engagement Problem
Wellness coaching is in demand and is set to continue rising. The Global Health & Wellness coaching market is projected to grow substantially in the coming years:
Why the struggle to turn website visits into conversations?
In particular
Increasing awareness of the importance of preventive healthcare and holistic wellbeing4.
Growing recognition of the need for personalized care and lifestyle interventions3.
Shift towards virtual and digital coaching platforms, especially accelerated by the COVID-19 pandemic
Why, then, are so many skilled professionals struggling to turn website visits into real conversations, given the rise and demand for such services?
Here’s how to know if your website might need a closer look
Visitors are reading your content but not reaching out.
Your inbox isn’t filling with enquiries.
You’re spending more time marketing your business than doing the work you love.
It’s not about the effort you’re putting in - it’s about the words you’re using.
One of the things I notice that stands out like a shocking pink macaron on a tray of rich tea biscuits is Coach-speak:
Pink Macaron courtesy of Unsplash
The Language Barrier
Now, I’m not referring to an English speaker and Spanish speaker or Dutch and French - that’s an understandable language barrier.
I’m talking about simplifying language to make communication easier and more understandable.
One of the things I notice that stands out like a shocking pink macaron on a tray of rich tea biscuits is Coach-speak:
Here’s an example
Coach speak: ‘I help optimise metabolic function through personalised nutrition protocols.’
Client-speak: ‘I just want to stop feeling exhausted by 3 PM and have enough energy to play with my children’.
Sometimes as business owners, we’re so entrenched in what we do, know and say - we forget it might not be what the client needs to hear.
“There is your audience. There is the language. There are the words that they use.”
How do we bridge the communication gap between You and Your Clients?
Through a number of years of crafting messages for coaches and wellness professionals, I’ve learnt that the right words can transform how your audience feels about you.
Here’s what works:
Make It Tangible: Share real, measurable results.
Keep It Simple: Use clear, conversational language that’s easy to remember.
Outline the Path: Show how you’ll get clients from point A (struggle) to point B (success).
Mirror Their Words: Reflect the way they describe their struggles and goals.
Fruit for wellbeing
The Voice-to-Value Process
To write words that strike a chord, you first have to listen. Not just hear, but really listen. That’s why I use a process called Voice of Customer (VoC) research.
Here’s how it works:
Discovery Call: We start with a strategy session to identify your ideal client.
Client Conversations: I speak directly with your audience to understand their needs.
Surveys and Reviews: We gather data from every corner of your business and beyond
Analysis: I find the common threads that matter most.
Messaging Blueprint: Together, we create copy that feels like a conversation with your clients.
Real-Life Transformations
The Nutrition Coach
Before: “Evidence-based nutrition plans for wellness optimisation.”
After: “Finally feel energised without giving up your favourite foods.”
Result: Weekly enquiries quadrupled.
The Fitness Coach
Before: “Functional movement patterns for long-term health.”
After: “Get stronger and feel more confident without spending hours in the gym.”
Result: A 50% increase in consultations.
Start Shifting Your Words Today
Want a quick win?
Look at the last five client emails or messages you’ve received. Highlight the phrases they use to describe their challenges and goals.
Do they strike a chord? Or are you seeing any of these?
Overly technical terms.
A focus on your methods rather than their outcomes.
Generic language that doesn’t speak to their emotions.
Why Done-For-You Copywriting Saves You Time and Stress
Let’s be honest: You’re too close to your business to see it clearly. That’s why professional copywriting matters.
When I work with clients, I bring:
An outside perspective that highlights what you might miss.
Insights from your competitors to help you stand out.
A focus on what your ideal clients are actually looking for.
The result?
A website that not only attracts visitors but inspires them to take the next step.
Pink candle for relaxation
Let’s Make Your Words Work for You
Your website isn’t just a place for information—it’s your opportunity to connect. With the right words, you can build trust, spark curiosity, and bring in the clients who need you most.
If you’re ready to make that happen, let’s chat. Together, we’ll create a message that speaks directly to your audience and inspires them to take action.