How to Market Your Weight-Inclusive Practice Without Losing Your Mind

“But What About Weight Loss?”

If you are a weight inclusive private practice owner, then I’m sure the following conversation that happens in pretty much EVERY discovery call I take with potential clients will sound familiar.

It usually goes something like this:

“Courtney, I want my website to attract clients who need help with their relationship with food… but I know most people are searching for weight loss. How do I handle this without compromising my values?”

As someone who works with tons of weight inclusive and intuitive eating practitioners (and who had to navigate my own journey away from diet culture as an ED survivor), I totally get this struggle. It’s basically trying to speak two languages at once – you want to meet potential clients where they are, but you also don’t want to perpetuate harmful diet culture messaging.

Why Clients Fixate on Weight Loss (And How to Redirect Their Focus)

Let’s address the elephant in the room: Yes, weight loss is a huge search term. And yes, many of your potential clients might initially come to you wanting to lose weight. But (and this is a big BUT), that doesn’t mean you need to center your marketing around it.

Think of it like this: When someone buys a self-help book, they might think they’re looking for “how to be more productive” – but what they’re often really seeking is a sense of purpose and fulfillment in their work. As health professionals, our role isn’t to simply give clients what they initially ask for, but to help them discover and address their deeper needs for overall wellbeing, sustainable habits, and a healthy relationship with their body.

So How Do We Handle This?

Here’s my tried-and-true approach that I use with my weight-inclusive clients:

1. Focus on What They’re REALLY Looking For

Instead of talking about weight, talk about what’s underneath that desire:

• Freedom from food guilt
• Energy to play with their kids
• Better sleep
• Sustainable habits that feel GOOD
• Peace with food
• Joyful movement they actually enjoy

2. Address It Head-On (But Briefly)

Have a small section on your website (maybe in your FAQ) that directly addresses the weight question. Something like:

“While weight changes may or may not occur as we work together, our focus will be on developing sustainable, health-promoting behaviors that help you feel your best and are accessible to you – physically and mentally. My approach centers on improving your relationship with food and body, not pursuing weight loss as a primary goal.”

3. Use Your Client’s Language (But Reframe It)

When someone says “I want to lose weight,” what they’re often really saying is:

• “I want to feel comfortable in my body”
• “I want to have more energy”
• “I want to stop thinking about food all the time”
• “I want to feel healthy”

Use THESE phrases in your marketing instead.

The SEO Strategy That Won’t Make You Feel Icky

Look, I get it – you want people to be able to find you. Here’s how to handle SEO without compromising your values:

Focus on problem-based keywords:

• “how to stop emotional eating”
• “make peace with food”
• “heal relationship with food”
• “intuitive eating dietitian”
• “non-diet nutritionist”

Create content that meets people where they are but guides them to where they could be:

• “Why Diets Don’t Work (And What Does)”
• “Beyond the Scale: Finding Your Version of Health and Wellbeing”
• “How to Feel Better in Your Body Without Dieting”

The Bottom Line

You don’t have to choose between helping people find you and staying true to your values. Just like we teach our clients that they don’t have to choose between health and body acceptance, we can find that sweet spot in our marketing too.

Remember: Your ideal clients are looking for YOU and your message, even if they don’t know it yet. They might start their search with “how to lose weight,” but what they really need is someone to show them there’s another way.

And just like my buddy Finnick (the lap-warming cat who pretends he doesn’t need attention but actually loves it), sometimes what clients think they want isn’t what they actually need. Our job is to be there when they’re ready to discover that truth.

P.S. Need help crafting a website that attracts your ideal clients while staying true to your values? That’s literally my favorite thing to do (well, that and reading fantasy books, but you knew that already 😉).

Let’s chat about making your website as authentic as you are!

Courtney Vickery, MS, RD, LD CEO

Courtney Vickery, MS, RD, LD is a marketing and wellness strategist with 15+ years of experience in WordPress web design, workflow optimization, and client experience strategy.

She has served in leadership roles as a Director of Corporate Health Services, Group Fitness Program Manager, and Lead Wellness Dietitian, and built her own private practice, Vickery Wellness.

Courtney also has an extensive academic background. At the University of Georgia, she taught undergraduate nutrition courses, served as Interim Director of the Dietetic Internship, and continues to teach as needed.

She is a proud UGA alum, holding:

• MS/DI in Foods & Nutrition

• BS in Dietetics

• BA in Political Science

• Graduate Certificate in Gerontology

With her unique blend of academic expertise, leadership experience, and design-driven strategy, Courtney helps professionals and organizations improve their systems, websites, and client experiences with clarity and confidence.