5 Website Copywriting Mistakes Keeping Your Wellness Practice Hidden (And How to Fix Them)
Can I share something that might sound familiar?
"I know exactly how to help people," a brilliant wellness coach whose eyes light up when she talks about helping people transform their lives told me, stirring her tea with a slight frown. "When clients work with me, they get amazing results. But getting them to book that first call? It feels like I'm speaking a different language."
Does that sound familiar?
You're not alone. This conversation happens so often in my work with wellness professionals that I've started calling it the "wellness website divide."
Here’s the thing: it’s not about your skills or how good you are at what you do. It’s about the way your website communicates that magic to the people who need it most. You’re missing the mark if you’re not saying what potential clients need to hear to be confident in booking a call with you. Great copy can make all the difference - it’s like having a conversation with a potential client that makes them lean in and say "This is exactly what I’ve been looking for."
Closing the gap is key to turning visitors into clients but without that emotional connection, even the most exceptional coaches can feel invisible.
Despite the remarkable growth we're seeing - with the market set to reach £21 billion by 2029 - many talented coaches struggle to turn website visitors into genuine conversations. Let's explore the five most common copywriting mistakes I see (and how understanding your clients' voices can bridge that gap).
1. Be Your Own Best Kept Secret - The Invisible Value Proposition
Picture this: A potential client lands on your website, physically exhausted and emotionally drained. They've got exactly 30 seconds before their next meeting, and they're wondering, "Is this the person who can finally help me?"
The Mistake: "I help people achieve optimal wellness through holistic methods." (Sure, but so does everyone else...)
The Magic: "Help busy professionals reclaim their energy without giving up coffee or spending hours meal prepping." (Now that's something specific and valuable!)
The Fix: Your unique value proposition should answer three questions:
Who exactly do you help?
What specific transformation do you offer - i.e how you make their life better by releiving their struggle
What makes your approach uniquely suited to deliver this result?
2. The Features-First Fluff
Want to know something fascinating I've discovered through my Voice-to-Value research for clients?: Your future clients need to know the features of your service for credibility but it’s the benefits that will seduce your future clients because quite honestly, certification wall might impress your they’r more interested in how you'll help them feel alive again.
The Mistake: "12-week program including bi-weekly coaching calls, personalized meal plans, and supplement protocols."
The Magic: "Finally feel confident in your food choices, with steady energy that lasts all day – and support every step of the way to make sure these changes actually stick."
The Fix: Start with the transformation. Paint a picture and let them feel the end result first, then back it up with your credibility.
3. The Generic Coach
Oh, this one's close to my heart!
After conducting hundreds of client interviews, I've learned something crucial: the gap between coach-speak and client language is often wider than we realise.
The Mistake: "I help optimise metabolic function through personalised nutrition protocols and lifestyle interventions."
The Magic: "Stop feeling exhausted by 3 PM. Start having enough energy to actually enjoy your evenings again."
The Fix: This is where Voice-to-Value research becomes your secret weapon. We uncover exactly how your ideal clients describe their challenges and desires. No translation needed.
4. The Audience Assumption
Here's a truth bomb: Understanding your audience goes way beyond knowing their age and occupation. (Spoiler alert: Their coffee preferences won't help you connect with them either!)
The Mistake: Creating content based on what you think clients need to hear.
The Magic: Crafting messages based on actual client conversations, surveys, and feedback.
The Fix: This is why our Voice-to-Value Impact process starts with deep client research. We uncover:
The exact words they use to describe their struggles
The solutions they've already tried (and why they didn't work)
The specific results they're willing to invest in
The hidden objections holding them back
5. The Information Overload
Less is more. I’m all for making something complex easy to understand.
The Mistake: Regurgitating every detail about your approach, methodology, and expertise onto your website. Sharing every scrap of information ‘just in case’ without giving any thought to the strategey behind your words and if your future client really needs to know ‘everything’. certification and methodology upfront
The Magic: Guiding visitors through a clear journey from "I understand your struggle" to "Here's how I can help."
understanding → possibility → transformation
The Fix: Focus on the essential journey/your story
Acknowledge their current reality
Paint a picture of possible transformation
Show your proven path to get there
Make the next step crystal clear
Discover the Voice-to-Value Formula That Turns Browsers Into Buyers
Here's what makes the Voice-to-Value Impact process different: Instead of guessing what your clients want to hear, we actually find out. Think of it as having a heart-to-heart with your ideal clients before they even reach out.
Want to learn exactly how to uncover your clients' language and transform it into magnetic messaging?
Help yourself to my free instant download Listen to Your Audience.
I’ll walk you through the Voice of Customer Research process using simple steps to get inside your audience’s heads so you sound like they’re thinking when writing your website copy.
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.
