Booking projects for February and March 2025!
I’ve built more dietitian websites than I can count (seriously, I tried to count them yesterday and lost track somewhere after 50). And I’m pretty sure I’ve seen it all – the good, the bad, and the “omg, who told you Papyrus was a good idea?”
Your website isn’t just some digital business card hanging out in cyberspace. It’s literally working for you 24/7, like that one overachiever in group projects who actually does all the work (we love those people, and likely ARE these people, btw). But only if you do it right.
So, grab your coffee (or tea, if you’re like me before kids turned me into a coffee drinker), and let’s dive into everything you need to know about creating a website that actually books clients. No fluff, no BS, just real advice from someone who’s been there, done that, got the t-shirt.
I’m going to be honest – most dietitian websites I see are about as effective as trying to herd cats (and trust me, I know all about that with Finn and Callie running this house).
Many are so clinical they could put an insomniac to sleep, while others try so hard to be professional that they forget to be human. Some are loaded with jargon their ideal clients don’t understand, and others, while beautiful, end up being about as functional as a chocolate teapot (two of my favorite things, but doesn’t mean they go together).
The good news? These are all fixable problems. Let’s break down exactly what your website needs to actually work for you.
Your homepage needs to make a strong first impression – and fast! Start with a headline that speaks directly to your ideal client’s problem – and no, ‘Welcome to My Practice’ isn’t going to cut it. Try something like “Stop Struggling With Emotional Eating – Find Peace With Food.” See the difference? One puts people to sleep, the other speaks directly to their pain point.
Then the subheadline should bridge the gap between their problem and your solution. For example: “Learn intuitive eating strategies that fit your real life – no strict meal plans or forbidden foods required.”
After that, you’ll need to showcase 2-3 key benefits of working with you, backed by solid social proof through testimonials, results, and relevant certifications (but not a resume!).
For those key benefits, get specific. Instead of just saying “personalized approach,” spell it out:
And social proof isn’t just about slapping up some testimonials (although those are great). You also want:
Finally, make sure to provide clear next steps for potential clients to take action – how else will they know what to do next?!
Your services page is where many people will make a decision of whether or not they want to work with you, so it needs to be compelling AND clear. We typically can’t just throw up here’s “Package A” offerings anymore – your services need some psychology-backed names that speak to your clients’ desires. Consider options like “From Stress to Success: 3-Month Healing Journey” or “4-Week Foundation Program to find joy in eating” that immediately communicate value and timeframe.
If packages aren’t your thing, that’s cool too. You don’t need to come up with a fancy-schmancy name for your sessions, but DO be 100% clear and transparent about what the session is, how long it is, how often you meet, an overview of what they should expect during and after the session.
Also, be transparent about who will benefit most from working with you – and just as importantly, who might not be the right fit. Marketing is suppose to attract AND repel.
While there’s debate in the industry about whether to display prices, I believe that hiding your rates often just creates completely unnecessary friction. Nobody wants to schedule a call with you only to discover your service is wayyyy beyond their budget. Include your pricing along with payment options and insurance details. I promise you that this transparency will help to pre-qualify clients and shows respect for their time.
Your FAQ section should tackle the real questions potential clients have but might be hesitant to ask directly. Go beyond the basics – address fears about giving up favorite foods, concerns about past failures with other programs, and practical matters like scheduling flexibility for frequent travelers. These kinds of answers can be the difference between someone booking a call or clicking away.
Your services page should be just a menu of offerings – it should be a conversion tool that guides potential clients toward working with you! Each service description should flow naturally into a clear call to action, whether that’s booking a consultation, signing up for a program, or taking the next step in your client journey (you do have a client, journey…. right?).
In my previous post “How to Write an About Me Page: A Guide for Private Practices,” I discussed how most dietitians missed out on the actual purpose of an about page. Here’s the no-bs truth that bears repeating: your About page isn’t actually about you.
I know, mind-blowing, right? While it may seem counterintuitive, this page should actually serve as a bridge between your story and your ideal client’s journey.
Think of your About page as a conversation at a coffee shop rather than a job interview. Share your relevant experience that directly relates to helping your clients – not your entire professional history dating back to your first nutrition class.
No one needs to know about your undergraduate research project unless it directly shaped how you help clients today.
Instead, weave in personal touches that make you relatable and real. Maybe it’s your own struggle with emotional eating, or how becoming a parent transformed your approach to nutrition counseling. These authentic and real life details help potential clients see themselves in your story.
Your approach and philosophy should emerge naturally from your narrative, showing rather than telling why you’re passionate about your work. Don’t just state that you believe in intuitive eating – share the moment that transformed your relationship with food and led you to champion this approach. This vulnerability creates trust and shows clients you understand their struggles firsthand.
Above all, make sure your About page looks and feels authentic. Those stock photos of laughing women eating salads? They need to go. Replace them with real photos of you – in your office, working with clients (with permission), or even just being yourself. Your potential clients want to work with a real person, not a polished corporate facade. Remember what we discussed in the homepage section – authenticity converts better than perfection every time.
Your blog should be more than just a dusty corner of your website where content goes to die (we’ve all seen those “coming soon” pages – but, we listen and we don’t judge). BUT, when done right, your blog is a powerful tool that works around the clock to attract and engage potential clients, establish your expertise, and improve your website’s visibility in search results.
The secret to a successful blog lies in answering the real questions your ideal clients are asking, using language they actually use. Skip the technical jargon and academic speak – write like you’re explaining concepts to a friend over coffee.
For example, instead of writing about “the physiological implications of sustained caloric restriction,” write about “why crash diets always seem to backfire.” Your readers will thank you for speaking their language.
Problem-solving posts should be the foundation of your content strategy. Think about the daily challenges your clients face. A busy professional doesn’t need another article about the benefits of healthy eating – they need practical solutions like quick lunch ideas that won’t leave them staring sadly at a wilted desk salad, or strategies for navigating the office snack table without feeling deprived.
Local content can be particularly powerful here – create guides to eating well at popular restaurants in your area or reviews of local meal prep services. This not only helps your SEO but also shows you understand your community’s specific needs (Local SEO is kinda my jam).
Educational content deserves a special approach. Rather than dry explanations of nutritional concepts, frame your posts around the questions that keep your clients up at night. “The REAL Reason You’re Always Hungry” will get more engagement than “Understanding Hormonal Regulation of Appetite.” Use these posts to gently challenge common misconceptions while offering practical, evidence-based alternatives.
Personal stories can also be powerful when used strategically. Share your own experiences not just for the sake of storytelling, but to illuminate bigger truths about health and nutrition. A post about how you help your own kids build a healthy relationship with food, for instance, can demonstrate your philosophy in action while making you more relatable to parents struggling with similar challenges.
Remember that each blog post should serve a purpose beyond just sharing information. Include clear calls to action that guide readers toward working with you, but make them natural extensions of the content rather than awkward sales pitches. A post about emotional eating might end with an invitation to download your free guide on mindful eating strategies, creating a natural path toward your paid services.
And organization matters just as much as content. Create clear categories that help readers find exactly what they need, whether that’s recipes, wellness tips, or myth-busting articles.
Look, I don’t care how pretty your site is – if it loads slower than my kids getting ready for school in the morning, people are going to bounce.
While it’s tempting to just make a pretty website, the technical foundation is what is going to actually make your website a success. Website speed sits at the top of this technical hierarchy, and for good reason. When people visit your site, they won’t wait around if it loads slowly – they’ll bounce quick.
The good news is that most speed issues can be addressed through proper optimization. Start by tackling your images, which are often the biggest culprits. Those massive photos straight from your camera need to be compressed to under 500KB before uploading. Pair this with clean, efficient code and quality hosting that specializes in your platform, and you’ll see significant improvements in load times.
Fun fact: most of your clients are probably reading your website on their phones right now. That’s why your site needs to work perfectly on mobile, or you’re losing clients before they even see what you offer.
Having a responsive site isn’t just a nice-to-have thing – it’s one of the MOST important things. Your site needs to work flawlessly on mobile devices, with text that’s readable without zooming (aim for at least 16px), buttons and links large enough to tap comfortably, and forms that play nice with mobile keyboards. Phone numbers should be tap-to-call, and addresses should link directly to maps. Think of mobile optimization not as a technical checkbox, but as a way to respect your visitors’ time and make their journey through your site as amazing as possible.
Nothing kills credibility faster than a “this site isn’t secure” warning.
Security might not be the most exciting topic, but it’s sooo important to maintaining your professional credibility.
Start with the basics: an SSL certificate that puts that reassuring padlock in the browser window is non-negotiable. Regular backups stored off-site protect your content and give you peace of mind. Keep all your software components updated, and implement strong security practices like two-factor authentication and limited login attempts.
I’m going to say something controversial: there’s no one “perfect” platform for dietitian websites. *gasp*
When it comes to choosing a website platform, there’s no one-size-fits-all solution, despite what some might claim. Yes, WordPress offers unlimited flexibility and excellent SEO capabilities, making it perfect for those who want complete control and don’t mind a steeper learning curve or hiring someone. It’s like having a fully equipped professional kitchen – powerful but requiring more skill to use effectively.
Something like Squarespace, on the other hand, is more like a well-designed builder grade kitchen – easier to use and maintain, but with some limitations on what you can create. Your choice should align with your technical comfort level, future plans, and available time for website maintenance.
Here’s a quick and dirty run down:
Pros:
Cons:
Pros:
Cons:
Look, I could sugar-coat this, but that’s not my style. A professional website is an investment, and here’s what you can expect:
The DIY route might save money upfront, typically running between $500-1,000 for basic costs like platform subscriptions, domain registration, hosting, and a quality theme.
HOWEVER, the real investment here is your TIME – you can expect to spend anywhere from 100 to 200 hours building your site.
What’s your hourly rate? Let’s keep it simple and say it’s $100/hour –> So we’re talking $10k to $20k of your time.
Professional design services range from $3,000 to $10,000 or more, but they include comprehensive solutions: custom design, professional copywriting, SEO optimization, technical setup, and ongoing support.
While this might seem steep, remember that your website should be actively working to bring in new clients. If it’s not generating returns, something in your digital strategy needs adjustment.
1. Making your website all about you (your clients care about their problems more than your credentials)
2. Trying to appeal to everyone (the fastest way to appeal to no one)
3. Skipping the tech stuff (SEO, speed, security – they matter)
4. No clear calls to action (tell people what to do next!)
5. Forgetting about maintenance (websites are kinda like pets – they need regular care)
Your website should be working as hard as you do (and if you’re anything like me during launch week, that’s pretty dang hard).
Here’s your action plan:
1. Audit your current site against this guide
2. Make a list of what’s missing or needs improvement
3. Prioritize based on impact vs. effort
4. Start with the biggest gaps
5. Test and adjust
And if you’re looking at this thinking “omg, this is overwhelming” – I get it. That’s why people like me exist (well, that and to give Oliver someone to follow around all day).
Need help making this happen? That’s literally what I do all day! [Contact me], and let’s talk about making your website actually work for your practice.
Remember: your website is an investment in your business’s future. Make it count.
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Courtney has 15+ years of experience putting together and designing marketing materials, WordPress websites, customer experiences, and workflows that help you save time and money. She developed these skills during her years as a Director of Corporate Health Services, Group Fitness Program Manager, Lead Wellness Dietitian, fitness and yoga instructor, and her own nutrition private practice, Vickery Wellness.
She also taught undergraduate courses at the University of Georgia where she graduated with the following degrees:
Declet Designs offers website design, strategy, and SEO for weight-inclusive private practices & small businesses. Located in Athens, GA, and serves businesses nationally and internationally.
Declet Designs is a welcoming and inclusive space for all people regardless of their race, ethnicity, age, disability, sexual orientation, gender identity or expression, neurodivergence, or national origin.
Declet Designs is located on the lands of the Muscogee and Tsalaguwetiyi people and wishes to acknowledge them as the Traditional Custodians of this land. We also pay our respects to their Elders, past, present & emerging.
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