Wellness Pros: Fix Your Website’s Silent Mistakes That Drive Clients Away
- Kimberly Sheller Keevan
- Dec 16, 2025
- 8 min read
I want to start with a story that might sound familiar...
A few months ago, I had a consultation call with a therapist I'll call Sarah. She's been in practice for 8 years, has amazing client outcomes, and gets steady referrals. By all measures, she's successful.
But she was frustrated because she felt like she was working SO hard for every new client. Referrals were great, but they were unpredictable. She wanted more control over her client pipeline.
So I asked her to show me her website.
As soon as it loaded, I understood the problem.
Her site was clearly DIY'd years ago. The design looked dated. The copy was vague and generic. There were broken links and outdated information. The overall impression was... uncertain.
And here's the thing: Sarah is NONE of those things. She's professional, current in her field, deeply skilled, and completely committed to her clients' success.
But her website wasn't communicating any of that. In fact, what her website said and what she wanted it to say were completely misaligned.
When I gently pointed this out, she said, "I know. I'm embarrassed by it. But I don't know how to fix it, and I don't have time to figure it out."
This conversation stuck with me because Sarah's situation is so common among licensed mental health practitioners and wellness providers.
You're exceptional at what you do. But your website? It's actively working against you, creating doubt instead of confidence, confusion instead of clarity.
Today, I want to talk about what your website says about your business and how to make sure it's communicating the right message to the people you most want to serve.
What Your Website Communicates (Whether You Realize It or Not)
Here's a truth that might be uncomfortable: People make judgments about your business based on your website in mere seconds.
Research shows that it takes about 50 milliseconds (that's 0.05 seconds) for visitors to form an opinion about your website. And those first impressions are remarkably difficult to change.
Within those first few seconds, visitors are unconsciously asking:
Is this person professional and established?
Do they understand my specific problem?
Can I trust them with something important?
Are they current and credible in their field?
Do they seem like someone I'd want to work with?
What your website says answers all of these questions, even if you never intended it to.
Let's break down what different website elements actually communicate to visitors:
Your Website Design Communicates Your Professionalism
Outdated Design Says:
"I haven't updated this in years."
"I might not be current in my field."
"I don't prioritize my business infrastructure."
"I might not be very tech-savvy or adaptable."
Modern, Clean Design Says:
"I take my business seriously."
"I stay current and evolve with the times."
"I invest in quality."
"I pay attention to details."
The thing is, you don't need a trendy or flashy design. You just need a clean, modern, professional presentation that doesn't distract from your message. What your website says through design matters tremendously.
Your Website Copy Communicates Your Understanding
Vague, Generic Copy Says:
"I don't really know who I serve."
"I haven't thought deeply about my ideal client."
"I might not understand your specific situation."
"I'm trying to help everyone (which means I don't specialize in your needs)."
Clear, Specific Copy Says:
"I understand exactly what you're facing."
"I've helped people in your situation before."
"I know what you need and how to help."
"I'm the right expert for your specific challenge."
This is where so many wellness professionals struggle. You're so close to your own work that you can't see it objectively. You use industry jargon that makes perfect sense to you but confuses potential clients. Or you're so worried about sounding "salesy" that you end up being vague.
Clear, client-focused copy isn't about being salesy. It's about helping people quickly determine if you're the right fit for them.
Your Website Structure Communicates Your User-Focus
Confusing Navigation Says:
"I haven't thought about user experience."
"I'm more focused on what I want to say than what you need to know."
"Working with me might be disorganized or unclear."
"I don't make things easy."
Intuitive Structure Says:
"I've thought about your journey and questions."
"I respect your time and make things easy."
"I'm organized and thoughtful in my approach."
"I prioritize your experience and needs."
Think about it from your visitor's perspective: If they can't easily find the information they need on your website, why would they believe working with you will be any easier? What your website says through its structure matters just as much as the words on the page.
Your Website Photography Communicates Your Authenticity
Stock Photos Only Say:
"I'm hiding behind generic images."
"I might not be a real person with a real practice."
"I don't want you to see the real me."
"I might not be as established as I claim."
Real Photos (of you, your space, your work) Say:
"I'm a real person with a real business."
"I'm confident in who I am and what I offer."
"I'm transparent and authentic."
"This is actually what you'll experience when you work with me."
You don't need professional photography immediately, but having some authentic images of yourself and your workspace makes a huge difference in building trust.
Your Website Loading Speed Communicates Your Attention to Quality
Slow Loading Says:
"I don't pay attention to user experience."
"Technical quality isn't a priority."
"Your time doesn't matter much to me."
"I might be disorganized or neglectful in other areas."
Fast Loading Says:
"I respect your time."
"I pay attention to quality and functionality."
"I've optimized things for your convenience."
"I care about the details."
Most visitors will leave a website that takes more than 3 seconds to load. That's how little patience people have online, and that's okay. It just means speed matters in what your website says about you.
Your Website Mobile Experience Communicates Your Relevance
Poor Mobile Experience Says:
"I'm not keeping up with how people actually use the internet."
"I don't test or check my work."
"I might be out of touch with current norms."
"Mobile visitors aren't important to me."
Excellent Mobile Experience Says:
"I understand how people actually browse online."
"I've thought about every visitor's experience."
"I'm current and relevant."
"I make it easy to connect with me from anywhere."
More than 60% of website traffic now comes from mobile devices. If your site doesn't work beautifully on phones, you're turning away the majority of your visitors.
Your Website Calls-to-Action Communicate Your Clarity
Weak or Missing CTAs Say:
"I'm not sure what I want you to do next."
"I'm uncomfortable asking you to take action."
"I haven't thought through the client journey."
"I'm not confident in my value."
Clear, Compelling CTAs Say:
"I know how I can help you."
"I'm confident in my services."
"I've made it easy for you to take the next step."
"I understand your decision-making process."
Every page on your website should make it clear what action you want visitors to take next. Consult? Book? Learn more? Download? Don't leave them guessing.
The Cumulative Message: What Your Website Says Overall
Here's what's important to understand: What your website says is communicated through the combination of ALL these elements together.
One outdated element might be forgiven. But when your design is dated, your copy is vague, your structure is confusing, your photos are all stock images, your site is slow, it doesn't work on mobile, and you have no clear calls to action?
That cumulative message is: "This person isn't professional, isn't current, doesn't understand my needs, and probably isn't the right choice."
And that's devastating because none of that is TRUE about you. You're none of those things. But your website is saying it anyway.
So, How Do You Fix Your Website Mistakes?
The good news is that once you understand what messages your website is sending, you can intentionally craft the right ones.
Here's how to approach this:
Step 1: Audit Your Current Site Honestly
Go through your website and ask:
What does my design communicate? (Professional? Outdated? Trustworthy? Uncertain?)
What does my copy communicate? (Clear? Vague? Expert? Generic?)
What does my structure communicate? (User-focused? Confusing? Thoughtful? Scattered?)
What do my images communicate? (Authentic? Generic? Personal? Distant?)
Be brutally honest. Better yet, ask someone who doesn't know your business to look at your site and tell you what impressions they get about what your website says.
Step 2: Identify Priority Fixes
You don't have to fix all of your website mistakes at once. Identify what's hurting you most:
If your design is the biggest issue, that's priority one.
If your copy is unclear, start there.
If your site doesn't work on mobile, that's urgent.
Tackle the most impactful changes first.
Step 3: Get Clear on Your Desired Message
Before you start making changes, get crystal clear on what you WANT your website to say:
What do you want visitors to feel when they land on your site?
What do you want them to understand about you and your services?
What action do you want them to take?
What sets you apart from other practitioners in your field?
This clarity informs every decision you make about design, copy, and structure.
Step 4: Decide: DIY or Professional Help?
Be realistic about:
Your design and writing skills
Your available time
Your technical abilities
The opportunity cost of DIY
Sometimes DIY makes sense for small tweaks. But if your site needs a comprehensive refresh, professional help often provides much better ROI.
A designer who specializes in your industry (wellness, coaching, etc.) brings:
Outside perspective on your unique value
Expertise in what actually converts visitors
Technical skills to implement properly
Strategic thinking about structure and messaging
Efficiency (done in days/weeks, not months of your scattered time)
Step 5: Execute and Launch
Whether DIY or with professional help, set a deadline and get it done.
Don't let perfect be the enemy of good. Your website doesn't need to be perfect. It needs to be professional, clear, and strategic.
Aim for "ready to launch and serve clients well" rather than "100% perfect in every detail."
The Design Intensive Solution for What Your Website Says
Since we're discussing getting this done efficiently, let me share how I approach it with my Design Intensive clients.
When a wellness professional comes to me knowing their website needs help but feeling overwhelmed about how to fix what their website says, here's what happens:
Discovery: We dig deep into your business, your ideal clients, your unique approach, and what you want your website to communicate through a thoughtfully curated list of questions you might not have considered, helping you gain clarity on your own messaging.
Strategy: I use the StoryBrand framework, which provides a solid site structure and messaging that speaks directly to your ideal clients' pain points. This isn't just "make it pretty." It's strategic positioning designed to convert.
Design: I create a custom (or semi-custom) design that reflects your personality, appeals to your ideal clients, and communicates professionalism and expertise. Modern, clean, conversion-focused.
Development: I build everything out with attention to all the technical details: mobile optimization, loading speed, SEO foundations, functional contact forms, everything you need.
Content: I work with you to refine your website copy so it's clear, compelling, and client-focused. We make sure every word is working to build trust and guide action.
Launch: We review everything together, make any final tweaks, and launch. You walk away with a complete website that says all the right things about your business.
And this entire process happens in 24 hours to 1 week of intensive focus, not 2-3 months of scattered communication and confusion.
What Your Website Says Is Too Important to Ignore
I'll leave you with this thought:
Your website is working for you (or against you) 24/7. It's meeting potential clients, answering their questions, and either building confidence or creating doubt, all while you're sleeping, seeing clients, or spending time with family.
It's too important to leave broken, outdated, or unclear. What your website says matters more than you realize.
You do important work. You help people heal, grow, and transform their lives. You deserve a website that honors that work and helps you reach more of the people you're meant to serve.
If you've been avoiding this, I understand. It feels overwhelming. You don't know where to start. You're worried about cost and time.
But ignoring it isn't serving you or the potential clients who need to find you.
Let's open the conversation:
When you look at your website honestly, what do you think it's currently saying about your business? Does it match what you want it to say?
P.S. Want honest feedback on what your website is currently communicating? I offer free 20-minute Brand & Website Breakthrough Sessions where we'll look at what your site says now and create a plan to make it say the right things. Book yours here: https://www.kimpeccabledesigns.com/contact
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