Sophie from Fresh Approach Nutrition has been with us since the very beginning, and her story is one we're genuinely proud to tell.
When she first got in touch in 2022, she was a solo freelance dietitian with a website she'd built herself. It looked the part well enough, but it wasn't doing the job she needed it to do: building credibility, attracting the right clients, and supporting the growth she had her sights set on.
The 2022 redesign
We worked with Sophie to build a site that reflected her professionalism and got her found on Google. The design moved away from the cluttered original and towards something cleaner and more clinical - Sophie wasn't interested in an "Instagrammy" look, and the site needed to communicate expertise first. We focused her services into three clear areas of specialism, rewrote all the website copy, and embedded a booking system so visitors could schedule a discovery call without having to go through a contact form first.
Sophie's original DIY website
The redesigned homepage
Early SEO success
We also built out the SEO foundations: strategic keyphrases, solid internal linking, clean heading structure, and meta descriptions throughout.
The results were quick to follow. Within three months of launch, Sophie told us the new site had led to a direct increase in business - more discovery calls, more clients, and her site ranking well for the some useful search terms. Most notably, Fresh Approach Nutrition claimed the top spot on Google for "Bristol dietitian"… and it’s held it ever since.
"Your advice and skills in website development and content writing have definitely led to an increase in business for me so I’d like to thank you for that!"
Sophie Claessens, Fresh Approach Nutrition
Growing the team: 2023
By mid-2023, Sophie was ready to take the next step. Fresh Approach Nutrition was becoming a team of three dietitians - Aoife and Rachel joining alongside Sophie - and the website needed to reflect that shift.
We updated the About page to a full Team page, gave each dietitian their own bio and area of expertise, and rewrote the copy throughout to transition from "I" to "we."
We also updated the booking system to give visitors the option to book with any of the three dietitians directly. And we revisited the SEO strategy to make sure the new specialists could be found for the terms most relevant to their specific areas.
Sophie has been on our Website Growth Plan throughout, which means any website changes (pricing updates, new services, system tweaks) are handled quickly, we proactively monitor their website analytics and rankings, and they get a Zoom call every three months to discuss the next stage of their website marketing strategy.
“Beth has been super responsive throughout the past year or so with my many website alteration requests!
No task has seemed too big or too small for her and she’s been happy to make suggestions or advise me if I have an idea but I’m not sure of the best way to go about it."
Sophie Claessens, Fresh Approach Nutrition
Planning for the future: the 2024-25 revamp
By late 2024, Fresh Approach Nutrition had grown further still - two more dietitians had joined the team, along with a nutritional administrator who was quickly becoming essential to how the practice ran. And Sophie had some significant personal news: she was pregnant and planning a maternity leave of six months.
This created both a challenge and an opportunity. The website needed to do more - bring in more of the right enquiries, support the team while Sophie stepped back, and reflect a practice that had matured considerably since 2022. We took the opportunity to do a thorough overhaul.
Focused services
Sophie's team had developed real depth in two areas: IBS and eating disorder support. We made the decision to streamline the site around these two specialisms rather than spreading the offer too thin. The challenge was finding a through-line that connected two quite different conditions, and we landed on "improving your relationship with food" as the core message. That phrase now runs throughout the site and anchors everything else.
Full copy rewrite
With the new messaging in place, we rewrote the copy across the site from scratch. The tone shifted too - warmer and more human, while still authoritative. Which leads us to the brand refresh.
Brand refresh
When we first designed the site in 2022, Sophie wanted a clinical feel. Three years on, the practice had a different personality, and the brand needed to catch up. We updated the visual identity with warmer cream tones, refreshed the typography, and introduced new imagery: sunflowers, mountains, natural scenes. The result is welcoming and reassuring, while remaining professional.
Blog restructure
Fresh Approach Nutrition had built up a solid library of blog content over the years. We audited all of it, categorised every post into either IBS or Eating Disorders, and redesigned the blog display to make filtering easy and visual.
Driving more traffic
With Sophie planning to be away for six months, the site couldn't afford to coast. The team started blogging seriously - consistent, focused content built around their two specialisms - and the combination of that content investment with the tightened service messaging and cleaner site structure started producing real results quickly.
As of March 2026, the site is getting almost 2000 monthly visitors, and is a consitent, reliable source of income.
Maternity leave - and a business that didn't skip a beat
Sophie went on maternity leave in 2025, and the practice kept running smoothly without her.
The work we'd put into the site - the focused messaging, the technical and on-page SEO, the content strategy - meant the team had a steady stream of enquiries coming in while Sophie was away. The nutritional administrator took on discovery calls. Clients kept booking. The site was doing its job.
That's exactly what it was designed to do. Sophie could step away with confidence, knowing the business wasn't dependent on her being present to keep the pipeline moving. For any founder, that kind of stability is huge.
"My website is absolutely fundamental to my business’ success and I would class Beth as a team member who I could not live without now.”
Sophie Claessens, Fresh Approach Nutrition
What's next
We've been working with Sophie and the Fresh Approach Nutrition team for four years now, and the website as is as active as it's ever been. The site isn't a finished product, it's an evolving part of the business, and we'll keep testing, optimising, and adapting it as the practice grows.
Sophie started as a solo freelancer with a DIY website. Today she leads a specialist dietitian practice with a full team, consistent organic traffic, and a site that kept generating enquiries even while she was on maternity leave.
That's what long-term website strategy looks like in practice.
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