Today’s article is a guest post from Primal Health Coach and web designer Katja Feil. We hope you enjoy it!

Are you a new health coach thinking about setting up your website? Or you are a well-established health coach who already has a website, but doesn’t know if it’s doing all the things it should to support your business? Then this post is a must-read for you. We’ll cover some basics on how to build and improve your website, and also provide some pro tips on how to step up and stand out as a health coach.

Common myths around setting up a website

Have you ever had a thought like:

… I need a website

… hiring someone to build a website is necessary 

… everything related to technology is complicated 

… I need to do it all by myself 

… I’m not a tech person

Those are all either myths or limiting beliefs. Even if you’re not a tech person, setting up a website doesn’t have to be complicated. But I must admit it can be overwhelming to navigate through that jungle of options. If you are completely new, start with reading this guide on where to buy a domain, which website builder to choose, and what basic content you should include.

Today we’ll cover how to step up your game beyond the pure basics.

What makes a good performing and professional website?

One of the most important topics when it comes to your website is the usability of it. Usability is often overlooked. Most people think: I have a website, that’s good enough. But how can you make sure your website brings the effect you want and attracts new clients with it?

Usability of websites is one of my favorite topics, because small changes can have a big impact. Your content and your brand can be super beautiful, but if the usability of your website isn’t good, you won’t get the results you want.

What is usability?

Usability translates roughly into how easy your website is to use. This also means your website is efficient and the website visitor needs little time to accomplish a specific task. The visitor is guided but not pushed, and the visitor is satisfied overall with their experience on your website.

How do you achieve good usability? How does this translate to your health coaching website? 

First of all, you need to understand what kind of people come to your website. What are they looking for? And most importantly, what do you want them to do?

Your overall goal should be guiding your website visitors to a specific action without making them feel pushed. Here are some basics on how to achieve this.

You know your niche and target market

This is one of the first steps to getting started as a health coach. You need to figure out what group of people you can serve best.

Your website won’t be very effective if you’re not clear on your niche. Specify as precisely as possible who your perfect clients are.

Pro Tip: Create a Persona

In web design, we often speak about personas. Personas are fictional characters that you create based upon your research to represent a user who might use your service, product, site, or brand. Creating a persona will help you to understand your users’ needs, experiences, behaviors, and goals.

How to create a persona:

First of all, decide what kind of people you can help the most. What problems do they have? How old are they? What is their family situation? Income? Job profile? Passions and hobbies? What does their typical day look like? Outline all characteristics without adding useless fluff. Be as specific as possible.

Tip: Give your persona a name. This helps you to connect and identify with her/him/them. So whatever you do to grow your business, you can come back to your persona and ask yourself, what does she/he/they need from me?

This is a crucial first step, so whatever you do, have your persona in mind. This also holds true for your website. Think about your persona’s use of social media and internet usage, and build your online presence based on their needs. This also might help you to figure out if setting up a website is really worth it, or if a Facebook or Instagram business page would be more effective. 

Whatever you do, do it with a purpose

Whatever you add to your website—this could be a blog post, contact form, survey, freebie, recipe, picture—always have your end goal in mind. You want to attract potential new clients, right? So whatever you publish or add to your website should be there for that reason; don’t just add something because you saw it on another website.

Solidify your brand identity

Your brand identity is not about what you like—it’s about what your persona likes. Your whole brand should speak to your persona. What kinds of things would they love to experience?

Brainstorm some ideas based on your persona. This should include their preferences—things like playful, feminine, sporty, clean, strong, etc.

Other things to consider:

  • What is their aesthetic? Playful, bold and loud, or clean and minimalistic?
  • What colors do they like?
  • What language(s) do they use?
  • What imagery speaks to them the most?
  • What kind of content speaks to them the most?

Then, decide on your brand identity and stick to it:

  • What are your primary colors? (go for 1 primary color and two supporting colors)
  • What fonts do you want to use? (1-2 max.)
  • Decide on language and imagery

This might seem like an overwhelming task at first, but once you invest in this step, it makes it so much easier to provide high-quality, tailored content and a unique look and feel. And it makes you look more professional.

Tip: Don’t overthink it. Brainstorm some ideas based on your persona and then make a decision. Once the decision is made you can always come back and iterate on it. The most important thing is to get started and stick to your brand guidelines.

Get statistical insights

If you run your own business, you need to know if what you’re doing works, right? You need to keep track of your numbers.

This also applies to your website.

There is a saying: If you can’t measure it, it doesn’t exist.

First, start tracking website traffic, e.g. traffic source, visitors, unique visitors, page views, time on page, and interactions. Most website builders, such as WordPress, Wix, or Squarespace, offer an integrated reporting solution. If that’s not the case, use Google Analytics or Facebook pixel which are easy to integrate.

Once you have the data—use it!

Look at your data and analyze it. This can be overwhelming in the beginning, but over time, you’ll notice patterns and learn what works and what doesn’t work.

If you skip this step, you’ll miss out on plenty of opportunities for optimization. A website is never finished! There is always something to iterate on. Once you have these insights, you can play around with different options and figure out what increases your conversion rate.

Sometimes simple word changes or the placement of a button can make a big difference. Once you change something, give it some time to see how it performs. Go back to your data and compare similar time frames.

Tip: Don’t change too many things at once—this can blur your ability to pinpoint which of your changes is altering visitor behavior. One step at a time.

Attention: Make sure to keep in mind regional regulatory implications. Thanks to the EU, your users will need to consent to their data being stored and used in this way—hello cookie banners! If you don’t gather consent, you are opening your website up to be a target for lawsuits. There are more privacy-friendly alternatives, but they provide you with much less insight.

In Summary

To recap, here are some easy tips on small improvements with big effects to step up your game and make your website look even more professional:

  • Create a persona based on your niche
  • Always have your persona in mind if you need to make a decision
  • Create a brand identity that resonates with your persona
  • Be consistent with your brand on all marketing channels
  • Do everything with a purpose/goal in mind
  • Focus on what is important, get rid of the rest!
  • Collect user data and use it
  • Iterate on your current solution: One change at a time

Where to go from here?

You have your niche, persona, website, brand and reporting in place, and wonder what could be the next logical step? Here are some suggestions on further topics to look at.

– Learn more about marketing through our Marketing Series posts, found here.

– Even the most beautiful website still needs to be found in order to be seen. Dive into our Top SEO Tips (Search Engine Optimization) to make sure yours can be found.

– Make sure you are using custom e-mail addresses, e.g. coachname @ yoururl.com

About the Author:

Katja Feil

Katja is a Sydney-based Web Designer, Business and Health Coach dedicated to share her knowledge and experience from years in the corporate world. She has a passion for building easy-to-use websites and supporting others in growing their businesses. Katja loves to brainstorm new ideas, explore design options, and test solutions.

Feel free to connect with Katja at:

Instagram: @coaching_with_katja
Facebook: facebook.com/katjafeil

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