7 Essential Website Features Every Wellness Brand Needs
These 7 must-have website features can help you attract ideal clients and keep them engaged on your site.
You've poured your soul into building a brand that resonates with your audience—you wouldn't want to turn them off the second they land on your website! And yet I see too many websites in need of some serious TLC. 😬
So, how do you make sure your website is more of a sanctuary than a labyrinth for your visitors? It’s all about crafting a user experience as soothing as that first cup of coffee in the morning. Let’s get into the core website features that your wellness brand absolutely needs.
1. Clear Branding
Branding goes far beyond the aesthetic elements like your logo, fonts, and color palette; it’s the soul and ethos of your business. At the heart of successful branding lies the critical element of trust. In the wellness industry, trust isn't just a nice-to-have; it's the foundation on which the entire client relationship is built.
When someone decides to invest in a wellness service, they're making a conscious choice to invest in their own well-being. They want to be assured that they're making the right decision. Clear, cohesive branding acts as a signal that you're a professional, that you understand their needs, and can meet or exceed their expectations. It differentiates you in a crowded marketplace and provides a focal point around which your community of customers, followers, and advocates can rally.
What is Effective Branding?
Take a moment to think about brands that instantly evoke feelings of serenity, vitality, or health. What is it about their logos, color schemes, or even the texture and tone of their website that generates that effect? Often, they use visuals and words that align with their core message, promoting a coherent brand identity.
For example, brands promoting natural wellness may opt for earthy tones and organic shapes, while tech-based fitness platforms often choose bold, dynamic colors and shapes. When you understand the elements that make those brands effective, you can integrate similar elements into your brand and website that align with your own brand's message.
2. User-Friendly Navigation
When someone lands on your website, it's like they've walked into your virtual office space. They've come seeking something—maybe a solution to a problem, a new self-care practice, or a spark of inspiration on their health journey. Now, imagine them walking up to your office, and they can't find the door and aren't even sure if they're in the right place. Frustrating, right? Your website should function as intuitively as a well-designed physical space, guiding visitors seamlessly from one area to another!
User-friendly navigation isn't just about aesthetics (though that's important too!); it's about respect for your client's time and energy. In a world overflowing with information and choices, clarity is a form of kindness. Your menu should be straightforward and descriptive. I know it's fun to think of unique names for things, but your website navigation is not the place to try new things. For example, I've called this blog "Studio Notes", but my website navigation says "blog" because I want new visitors to know exactly what it is!
So, while you can absolutely give your content unique titles, save that bit of fun for the pages themselves and keep your navigation clear and concise. If you're not sure how to categorize your services, programs, blog posts, etc. in a way that's immediately understandable, pretend you're a first-time visitor to a website—what are the words/phrases you'd be looking for when you wanted to get to a certain page? And to keep your navigation even more streamlined, especially if you have a big website with lots of content, you can use drop-down menus to organize your offerings and pages by theme, type, or audience.
Additionally, interactive features like 'Search' bars and 'Contact Us' buttons should be easily visible. Footer navigation can also serve as a secondary guide, helping your visitors explore further or return to key sections without having to scroll back to the top. My method when designing client websites is to put only their 3-4 core pages in the top navigation (this typically looks like About, Services, and Contact) and any other pages are added to the footer navigation, along with the core pages again.
Think of it this way: Your website navigation is part of the client experience. An easily navigable site reflects your professionalism and attention to detail. It shows that you respect your client's journey—even if it's just a journey through your website. Every click can be a step toward trust!
3. High-Quality Content
Just as you help nourish your clients' bodies and minds, your content should serve the same purpose. Blog posts, resources, and videos are more than just fillers or an SEO strategy; they are opportunities to provide real value, build trust, and deepen the connection between you and your community.
Let's talk multimedia.
In a digital age that's increasingly fast-paced and diverse in its forms of communication, integrating various types of media like videos or podcasts into your content can be a game-changer. People have different learning styles; some may prefer reading an article, while others may find a video tutorial more engaging. By offering content in multiple formats, you're creating a richer, more accessible experience for everyone!
And fresh content.
Remaining current in your field is not just an advantage—it's a necessity. Fresh, up-to-date content not only keeps your audience engaged, but it also showcases your commitment to staying ahead of the curve in your industry. Just like you update your services to reflect the new training and expertise you've gained, your content should evolve too. This serves dual purposes: it keeps your community informed and engaged, and it keeps your brand feeling current.
4. Strong Calls-to-Action (CTAs)
Imagine your website as a beautifully flowing yoga sequence or a transformative energy healing session. In those moments, you guide your clients through a purposeful journey, don't you? The same guiding philosophy should extend to your website via crystal-clear Call-to-Action (CTA) copy and buttons.
Crafting CTAs that Resonate
You know how some spaces just invite you in, make you want to stay, explore, and connect? Your CTAs should elicit that same feeling. Make them stand out, but do so in a way that's authentic, not forceful. The language you use should feel more like a heartfelt invitation to continue the journey with you, not a salesy push.
Where to Place Your CTAs
Now that you have a great CTA, where should you put it? Consider the flow of your site visitor's journey. Where do their eyes naturally land as they scroll the page? Where does it make sense for them to take the next step? Whether it's signing up for your enlightening newsletter, downloading your latest wellness guide, or scheduling a private session with you, strategically position those CTAs to naturally catch the eye and invite action.
Through thoughtful placement and authentic language, your CTAs become not just clickable buttons, but inviting doorways to a deeper relationship between you and your ever-growing community. So, guide their journey as mindfully as you would a private session, after all, it's all connected.
5. Trust Signals
Trust is essential to every wellness business (in case you haven't picked up on that already in this post!). Features like client testimonials, before-and-after photos, and professional credentials can make a visitor more likely to engage with your services. But that doesn't mean you can just slap your diplomas up on your website and call it a day. While higher education does signal expertise (particularly in the health and wellness space), social proof is key to building trust with your community.
Why You Need Social Proof
We're all social beings (yes, even us introverts need a little human interaction, preferably at pre-determined dates/times 😅). When your website is sprinkled with authentic testimonials and glowing before-and-afters, it's like a gentle nudge telling visitors it's safe to trust you.
Gathering & Showcasing Real-Deal Testimonials
Consistency is key when it comes to gathering testimonials. After a session or a program ends, make it a point to request feedback. The transformative experiences your clients share can become a valuable asset for your brand. But remember, authenticity and ethical use of testimonials are non-negotiable; always get explicit permission before featuring anyone’s words or images on your platform.
Social proof acts as a powerful form of validation. It bridges the digital gap, allowing potential clients to feel the trust and reliability your current community already knows so well. Think of it as the online extension of a trusted referral, encouraging friends to take that next step to work with you.
6. Email Sign-up Form
Building an email list isn't a task to check off; it's a meaningful investment. Consider it your own private forum, a space where people who resonate with your values and mission willingly gather. They're not just names in a database; they're individuals looking to be educated, inspired, and guided on their wellness journey!
Ways to Entice Sign-Ups
Earning someone's email address, when most of us already have overflowing inboxes, is quite the milestone, so make it worthwhile! Whether you're offering a free guise or a special introductory discount on your services, give them a compelling reason to stay connected. This not only gives them immediate value but also sets the stage for the meaningful content and opportunities you'll offer in the future.
Your email list serves as both a resource and a personal touchpoint. It's a channel that allows for continuous engagement, keeping the dialogue open between you and those who have expressed interest in your brand. And it's an opportunity to forge a closer relationship with your community, without the distraction of social media.
7. Mobile Responsive Design
In a world where nearly 60% of all internet access predominantly happens via mobile, having a mobile-responsive website is a necessity. You've likely experienced the frustration of navigating a site that isn't mobile-friendly. How long did you last before clicking off the site? 😬
Not only does poor mobile design erode the user experience, but it also affects your site's Google ranking. These days, Google penalizes sites that aren't mobile-friendly, which means fewer people will discover your website through organic searches.
Why does this matter so much for health and wellness brands? Think about the scenarios in which someone might seek out your services. Maybe they just finished a stressful meeting and are looking for a quick mindfulness exercise. Perhaps they're on a fitness mat, iPhone in hand, looking for a new yoga sequence. In these moments, you want your website to function flawlessly on mobile devices, making it easy for users to find what they need and convert into long-term followers and clients.
A mobile-responsive design is also about creating an adaptive experience that resonates with the lifestyle of your ideal clients. It's part of presenting yourself as a modern, relevant brand that understands your audience's needs and habits. So, when considering your website priorities, make sure mobile responsive design is at the top of your list. Anything less, and you're not just missing out on potential clients—you're actively turning them away.
I hope by now you have a better understanding of why your website is so important to growing a successful health and wellness brand and the key features that will make your site stand out! Is your site ready for some updates? I would love to hear what changes you're inspired to make. Share your thoughts or questions in the comments below and let's discuss!
