Improve Your Wellness Website: Insights from Amberley Yee

Hey there, wellness entrepreneur. Today I’m honored to have on special guest Amberley Yee. Amberley and I will go over all things website, in terms of both mindset, as she is a strategy coach for building out your website so it is functional and does the job that you want it to do, as well as design.

So, we go over common mistakes in both design and strategy of the website. We go over how websites might be different for the wellness entrepreneur who is just starting out from their business and looking to sign their first few clients, versus the wellness entrepreneur who is trying to hit their first 100k year and then scaling beyond.

Following this episode, you will have some clarity in terms of looking at your website from a new perspective, ensuring that it is doing the work that you want it to do, and also so you’re not wasting a lot of time behind the screen tinkering with a website when you could just be out there meeting people and talking to them and signing clients that way because a website does not guarantee clients, although it can help with the process.

This blog will help you differentiate when you should be working on your website and when you should just be out there networking and engaging with your audience on social media, for example. So you’ll get that and a whole bunch more with this blog with Amberley. Enjoy!

Question To Amberley: Can you tell us a little bit about what you do and who you help?

Amberley: Sure! Hi, Alison. Thanks so much for having me. So I’m a brand and website designer for female wellness service providers, and I really help women worldwide position themselves as the high-end service so that they have the power to charge more and they can build a profitable business that gives them the freedom to live the life they’ve always dreamed of.

Alison: Nice. I love that. I have a very similar philosophy and you do this through helping them with their website. Is that correct?

Amberley: Yes. Yes, I do. So we really focus on not just making the website pretty, but we focus on the strategy side of the business. 

So before even designing the website, we take a step back and we ask our clients, “Why do you really want this website in the first place?” What is the purpose for this website?” And we figure out what their business goals are. 

And once you figure out those goals, we investigate what people are doing currently on their current website. So we install tracking tools so we can see exactly what people are doing on their website, where they’re clicking, where they’re leaving, so we know exactly what’s working on their website and what’s not working. So we know what to change. 

We also analyze their competitors and we build website maps so that when people land on your website, they know exactly that they are in the right place, and that you’re the person that they want to work with and they should work with. And then once they decide that, then they can easily find their way to book your services as well.

Alison: I love that. 

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Question to Amberley: So you do a little bit of design then and strategy, is that correct, for a website?

Amberley: Yes, yes. We do the whole strategy side to it, and then we also do the design side, and then we also do the development side as well.

Alison: Okay! Wow! Big. 

Question to Amberley: So you said purpose there as people are figuring out their purpose for the website. What are some examples of different purposes of websites?

Amberley: So someone’s purpose of a website could simply just be to sell their services. Some people also have their own websites to create a community. And so these will be things like having memberships and creating a community for their yoga business, for example. Some people also have them to show their expertise and a way they can do this is through their blog. And by writing blogs, you show that you are the expert in your field. And it’s also really good for SEO as well. 

So SEO, if you’re not aware, is Search Engine Optimization. So basically, helping your website stand out in search results on Google so that people searching relevant search terms for your business, your website will show up to them when they’re searching.

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Question to Amberley: And could you do like a combination of things for like maybe the mature wellness entrepreneur that’s been in business for some time, like do this, the selling of their services as well as have the blog?

Amberley: Yeah, definitely. So when we do the website strategy, we identify the top three to five business goals, and then we work from there. 

So, website strategy is really for those wellness service providers ready to grow. They already have a website, and they’re ready to grow with it and really put in a strategy to either make more money, get more clients, create a community, things like that.

Alison: So it becomes like almost an extra employee that you have. It’s working differently when you’re actually in sessions. 

For me, I have three primary different types of entrepreneurs. The first is the entrepreneur like just starting out, maybe hasn’t made a dime yet in their business or maybe has just one or two clients. Those that have been in business for some time, maybe six months, a few years, but haven’t hit six figures yet. And then those multiple six figure entrepreneurs with a team. 

Question to Amberley: So I’m guessing that the website strategy is going to be slightly different for each. What would you say to the wellness entrepreneur who is just starting and maybe doesn’t have a lot of money to invest in a whole big site?

Amberley:  Well, I also work with the similar tiers. 

And for the people who are just starting out, it could be usually they think they need to get a website up and running as fast as possible to be able to sell their services. So, a common mistake that some of these people starting out do is just simply DIY-ing their website so that they have an online storefront. And they think, “Great, now I can start selling my services.” But this could actually harm your business and see customers away rather than attracting them and converting them. 

Because if you’re doing all the hard work, say on social media, trying to get people to your website, and then they get to your website and it looks unprofessional, they can’t find what they’re looking for, it’s confusing. They’re simply just going to leave, and they’re going to find someone else who makes it easy for them.

So, for someone just starting out, I would definitely recommend, if you don’t have the money to invest in a custom strategic website, just start off with a template that is professionally designed by a designer. 

And once you do have the template website and you figure out, “Okay, I know 100% what my niche is, I know the services I’m going to offer, I know my positioning, I’ve got my branding, everything.” Then once you’ve got that and you’re ready to grow your business, then I would think about investing in a custom strategic website.

 Alison: Got it. 

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Question to Amberley: So like when you say a template, do you mean something like through Squarespace, or you’re like, oh, no.

Amberley:  No, some of them are good. But some of them, yeah, I would stay away from, but what I would do is find a designer you really align with and love their work. And most of the time, they have templates that they have built themselves. 

For example, I have a service called Website in a Week, so I’ve built my own templates, and the client just provides the copy, the branding, and the photography. And then I’ll build the whole website out and launch it within the week.

Alison: Okay. Yeah, I got that. That’s awesome.

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Question to Amberley: And you don’t need many pages to get started, right?

Amberley: No. And actually, the more pages you have, that also confuses the customer. So make sure you only have the necessary pages and don’t just put a page there because you think, “Oh, the more pages I have, the more services.”

Alison: Yeah, right. It’ll be better because there’s more. It’s that philosophy. But keeping it simple and streamlined where they don’t have too many choices. 

I tell my clients a lot of the times, because most of them are doing one-to-one services is like all roads lead to the consult, all roads lead to the consult. And the less that you have on a website where they’re going to get lost and clicking here, clicking there, and then all of a sudden their child calls out to them and then they click off the website, but they never did anything. Where if there are fewer choices, then they’re more likely to actually click through something and maybe book that consult or go to the opt-in.

Amberley: Yeah. And I think the main pages, if you’re just starting, the essential pages to have is just your home page and about page, your services, your contact page, and a blog as well. So no more than five.

Alison: Yeah, I love that. 

Question to Amberley: So the other thing, I think for that beginner and even entrepreneur who’s working towards six figures that really gets hung-up on the website is the messaging. Can we talk a little bit about the messaging and the copy?

Amberley: Yes, this is something a lot of my clients get confused about as well, because a lot of my clients will list out their services, and they’re about page or about them, which is great, but it’s not directed to their ideal client. 

We want the copy to be about you, yes, but about how you can also help your ideal client. So really selling the transformation of what it’s like to work with you. And one way I structure, say, the about page, would be to sympathize with your ideal client. And if you have like a vulnerable story of your purpose or why you built your business or why you now help women going through the same thing, definitely add that because that will make you instantly connect with your ideal client

You really want to try and pull on the emotions of what they’re feeling before working with you and the struggles they’re going through and then introduce your service and how it’s going to help them. And then after, how they’re going to feel once they work with you and how their lives are going to change, their health is going to change.

So really selling the transformation instead of just simply listing out, “This is what you’re going to get in my retreat, this, this, this, this,” and not giving them a reason to buy.

Alison: Take that next step. Yeah. That’s a similar framework I teach in messaging is really getting into the emotions they’re feeling and then the specificity of what’s really happening in their day-to-day, the struggles. 

And then also what is that transformation that is possible and clearly describing that both from the emotional level and again, the specificity, because then they can start to imagine and visualize and resonate with you as the practitioner and know that like, “Okay, that shows them that you have the skills to help them.” And then, when you can include your credentials and all your certifications and all the things that you do, but through the messaging, it also shows them.

Amberley: Yeah. And if you have been through like a similar thing as well that they’re going through, they’re more likely to trust you because you’ve been through the process. You’ve done it before.

Alison: Yeah, I love that. 

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Question to Amberley: So before we hopped on, we talked about some of the mistakes that people make on their website. I’m guessing we might have went over a couple of them, but what are some of the common mistakes that people make with their website that maybe is not leading to the conversions that they really desire?

Amberley: Yeah. So we’ve been through a couple, like you said, which would be the copy, DIY-ing your website, giving them too much choice. 

But another few things would be the branding side of the website. So having a consistent brand with consistent brand colors, consistent fonts. So, no more than three fonts on your website will just make you look more professional, and it will really provide your website with a clean feel to it. And they know when they hop on your website and see your brand colors that this is you.

If they see your brand on social media and you’re posting like pinks and reds and things and then they hop on your website and you’ve got blues and yellows, then they’re going to be confused again. It’s all about that recognition. And so, yeah, having consistent branding will make you look more professional and position you as a high-end service as well. 

Another mistake, actually a very common mistake that people have, which if it’s changed, it increases engagement on your website and conversion a lot, is utilizing the footer of the website. So the very bottom of the website, and this tends to be something that people miss on their website, but the footer is actually your very last chance to keep the visitor on your website before they leave. 

So if someone gets to the bottom of your website and you don’t have anything there and they want to go to the next page or see the menu again, you’re going to make them have to scroll right up to the top to try and find that page again. But we want to make it easy for them and maybe put the menu again in the footer, maybe have an Instagram grid there so they can go to your Instagram and engage with you there or have an e-mail subscription form.

So, yeah, just making it easy for them, because if they have to scroll up, some of them are not going to be bothered to do that, and they’re simply just going to leave your website.

Alison: Yeah, I love that. 

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Question to Amberley: Earlier, you mentioned people jumping off your website. Where are common, maybe where are common places where people might leave a website and why?

Amberley: This is a good one. Some people will leave your website right on the home page. And this is not necessarily a bad thing because when you go on your home page, you want to tell people exactly who you work with and what you do, and how you help them. 

And this is so you make your dream client feel like they are in the right place, that you are the right person for them and they want to work with you. And so if someone who isn’t your dream client hops on your website and sees that, they are going to leave. And that’s not actually a bad thing because they weren’t the right client for you. And when you have a right niche, that is your specialty. And that’s how you’re going to have the power to charge more with these clients.

So the home page definitely does have a high bounce rate because of that, but it is not necessarily a bad thing. The home page, there also does have a high bounce rate because this is the initial, the first page. So if they get an impression right away that this website is unprofessional, it is confusing, then they’re also going to leave straight away. And that is a bad thing. 

So, yeah, the home page is probably the most the page that has the highest bounce rate. It could be a good thing, but it also could be a bad thing. 

So we definitely look into this quite in-depth and see what people are clicking, where they’re leaving on the home page, how far they’re scrolling down so we can really see like what’s working and what’s not on the home page.

Alison: OK, yeah, I think that’s so important. 

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Question to Amberley: And so you’re saying like right there in the header, you really want to talk to that ideal client and tell them what you do and how you help them and why it’s important.

Amberley: Yes, that along with a photo of you, a professional photo of you looking at the camera. So you instantly connect with your ideal client, and they know, “Okay, this is the person that I’m going to work with.”

Alison: Yeah, I love that. 

Question to Amberley: Now, I’ve heard it both ways. Me personally, I have a button right there that says book a consult right there at the top above the fold. I’ve also heard that it’s that’s too quick. The audience might not be warm and put the button like further down the page. What’s your philosophy?

Amberley: I think you should have the button there and make it stand out. I honestly think that people don’t have enough call-to-actions on their website because maybe they’re afraid of putting too many. But this means that I find people don’t have enough call-to-action buttons on their website. 

So I would definitely have your tagline and underneath that, book of consultation or even an announcement bar, which is the very, very top bar with a book of consultation button there. And that announcement bar will be on every page as well. So even if they’re not ready on the home page and they say are ready on the services page, then they know that button is there to click at the top.

Alison: Yeah, I love that tip. 

Question to Amberley: And let’s circle back around to this branding and bringing, utilizing that, like catching that hook that draws people in and correlating it to the brand and the power to charge more because I teach my clients the ethical high ticket wellness offer so they can get out of teaching more than four classes a week, driving all around town,  scraping by with a private session here or there and having a very succinct program. So how does that all come together on the website?

Amberley: Yeah. So one would be with branding. So, having that professional, consistent brand will position you as a high-end offering. And that’s just really building trust with your audience, being consistent with your colors and your fonts. They’re going to recognize you, they’re going to trust you, they’re going to know that that’s you. And once they trust you, then they’re more likely to pay higher prices.

Another thing that you can do to raise your prices or charge more is also having social proof testimonials on your website so that people know your services actually do work and you have helped people before.

And with testimonials, instead of just asking someone for a testimonial, I would, and this is what I personally do, I send my clients a form and have questions such as how did you feel before working with me and then how did you feel whilst working with me? And then now, how do you feel after working with me? So it’s really that transformation thing again, but hearing it from a client that has worked with you rather than you simply just saying, this is what I do, and this is how I help people. But now you have the proof as well.

Alison: Yeah! I love that. 

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Question to Amberley: So we talked about the website that’s appropriate for that entrepreneur who’s just beginning. Does that same website apply to the entrepreneur who’s been in business for some time and is trying to hit six figures? Does it change much?

Amberley: It really depends on if you have the money to invest in a custom website. And if you do have the money to invest, I would recommend investing in it because the return on the investment is always going to be a lot. And the sooner you do invest in a custom website, the faster you’re going to grow. 

But you just want to make sure again that you do have your positioning 100% solidified, your branding solidified, your niche and your offerings also solidified. Because if you go through a custom website project and aren’t solidified, then it’s going to get a little bit messy. And if you try to change things later on, I think the custom website would not have been worth it for you.

Alison: Okay. 

Question to Amberley: How does a custom website differ from the template website if they were to work with someone like you, how does the template with you differ than the custom build?

Amberley: So the template is built with best practices and conversion practices in mind. But if you invest in a custom strategic website design, we use our signature website strategy process, and this really depends on your business goals. 

So the very first thing we do is take a step back and ask you, “What is the purpose of your website? What is the goal? What is the why behind your website? What do you want it to do for you?” And we identify the top three to five business goals that you want your website to help with, whether it be booking more clients, creating a community, et cetera.

Once we’ve identified those business goals, we then, if you have a current website, install tracking tools into your website. And this gives us insight into what people are doing on your website. It records every single person, where they’re clicking, like what they’re doing with their mouse and where they’re leaving. So we can really identify what’s working on your website, where people are engaging, and where they’re simply just scrolling past or exiting. 

So we know, “Okay, something needs to change there.” And once we figured that out, we also do a lot of analysis into competitors and things like that. 

We then create a customer journey map. So this is a map of like a simple wireframe of the website, the pages you’re going to have, what’s going to lead to where. So we know exactly that your website is going to seamlessly guide your client into attracting them with the home page, nurturing them through the about page, introducing your services and then easily find their way to book. 

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So, yeah, there’s a lot of analysis and strategy involved in the custom.

Alison: Okay. And that’s where your business strategy comes in, where you can help guide them in creating that seamless customer journey. 

So the takeaway for the reader is that, you just really have to figure out where you’re with your website. You can still do a lot with templates, depending on your budget and creating the conversions that you need. But then as your budget improves, you can dive into the customized website world where you might get more bang for your buck in terms of conversions because you have a seamless customer journey and more maybe bells and whistles to nurture those clients and have them stay on the website a bit longer and do more and engage with you more. Okay. awesome.

Amberley: That’s exactly right.

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Question to Amberley: Well, is there anything else you would like the wellness entrepreneur to know about website and website strategy?

Amberley: I think that, well, first of all, if you are unsure, because I know that websites can be overwhelming, I do have a free website audit where I actually go through personally your website and tell you what you’re doing well and areas to improve. So instead of you going through your website, changing it every week, “Oh, I should change this,” or, “Does this look good?” I have a designer’s eye so I can really help guide you through what needs to be changed.

Alison: Yeah, so you’ll give them a sense of confidence and they’ll know exactly what needs to be edited and changed and improved. And is that audit like one of a session with you?

Amberley: It’s just a free audit. It’s not a session. It’s just an e-mail that I send them.

Alison: Okay, great. So, yeah, if they want a free website audit, how would they reach out to you?

Amberley:  So you can go to my website, which is Health and Wellness Branding and Website Design (riseanddesignstudio.com) or you can also find me on Instagram, which is just WELLNESS BRANDING & WEBSITE DESIGN BY AMBERLEY (@riseanddesignstudio) 

Alison: Okay, perfect.

Question to Amberley: Any parting words of wisdom you have for the reader?

Amberley: Yeah, so this is one I always like to tell myself. But whenever you feel like quitting, just remember your why and your purpose and why you started your business in the first place. And just remember that you are one step ahead of someone else and other people are actually looking at you for inspiration. Even though you may not think so. There are people on Instagram who are probably looking at your Instagram and thinking, “Wow, I want to be where she is.” So, yeah, just keep going, keep moving forward and don’t give up.

Alison: Yeah, I love that. Well, thank you so much for your time today and all this helpful information.

Amberley: No worries. Thanks so much, Alison. It’s been so fun.

Hey, if you’re ready to grow your wellness business, I want to invite you to work with me. You’re going to make your first six figures and then scale beyond. Your next step is to book a free consultation at igniteurwellness.com. 

Okay, I’ll see you there. Bye!

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Alison McLean

"I help the Entrepreneur reduce stress and live a more fulfilled and balanced life."