Joanna is a registered dietitian and dietetic consultant, helping cancer patients alleviate the symptoms of cancer, its treatment, and the fatigue that often comes with recovery. As well as working for the NHS, she runs her own private practice: JI Nutrition.
Joanna had built a website for her private practice using Wix, but was becoming increasingly frustrated with the limitations of the platform:
“I wasn't attracting enough of the right clients to my website. I also felt my website was becoming very limited, and trying to add new things was very difficult. I also couldn't review the analytics due to various limitations on my website, so it felt like the right time to upgrade.
Although her site was getting traffic, Joanna knew her SEO and visibility could be better - she just wasn’t sure what to change or where to start.
“After the initial call with Beth, it felt like she understood what I wanted and where I needed to take my website - I felt that I was in safe hands.”
We decided that a strategic website redesign would be the way forward, moving away from Wix and building something that would support her business goals.
Project goals
The redesign focused on three clear priorities:
➡️ Flexibility: Create a website that could grow with Joanna’s business, giving her the freedom to easily add or edit content
➡️ Visibility: Build stronger SEO foundations to improve organic traffic from people searching for support with specific cancer types
➡️ Conversion: Design a site that would turn more visitors into qualified leads, with clear structure, strategic messaging and empathetic copy
Phase 1: Pre-redesign audit and strategy
Our initial analysis showed Joanna was getting traffic, but not the right kind. Most visits were landing on older blog posts that weren’t directly related to cancer, and her service pages weren’t getting found. After some focused keyword research, we noticed that Joanna was missing a few great opportunities for showing up in search results.
Her offer was also too broad. She supported people recovering from cancer, but the site didn’t reflect her specialisms, and that made it harder for the right clients to self-identify and get in touch.
We used my 3-bucket method to finalise the structure for Joanna’s new site. It included a page for each of her three specialty areas: breast cancer, blood cancer, and bowel cancer.
This meant that we could craft messaging that spoke directly to future clients, addressing their specific problems, rather than vague wording about cancer in general. It also meant that each of these service pages could be optimised for SEO keyphrases, leading to better search visibility.
“Beth had some great ideas on how to divide my website into different areas - things I hadn’t considered before. She simplified my services and took time to understand how I work, then translated that into a simple process for potential clients.”
Phase 2: Website Copy and Brand Refresh
Next, our copywriter Hannah got to work on writing conversion-focused copy for each main page of the new site.
“It was great to work with Hannah. She was able to really understand how I wanted to connect with my potential clients and make the words sound like me! I wanted to convey lots of empathy on my website which I think comes across well.”
Meanwhile, our graphic designer Tara was polishing up Joanna’s branding, getting it redesign-ready, and creating some more versatile layout versions of the JI Nutrition logo.
We also refined the JI Nutrition colour palette for a more cohesive and memorable visual identity:
Phase 3: New website development
Once the new structure, copy, branding and colours were finalised, we were ready to start the next phase: rebuilding the website itself from the ground up.
We focused on a beautiful, professional design, which positions Joanna as the specialist she is, and conveys her personality and empathy towards her potential clients. We used strategically placed testimonials and other key credibility signals so that visitors immediately see Joanna as an expert in her field.
The structure of the navigation and homepage layout aid decision making - clearly and quickly signposting visitors to the most appropriate area for them, and then on to the link to book an introductory call with Joanna.
Mobile optimisation was very important as well, with the majority of Joanna’s website visitors viewing the site on their phones.
I also worked on the technical SEO to give Joanna the best chance at showing up in search engines for relevant queries.
“Beth and the team are fantastic at what they do! The process felt very structured and organised, and Beth was great at listening to my comments and making changes.”
Analytics, edits and ongoing support
Being able to monitor the website analytics to make strategic decisions was important to Joanna, but she found her previous analytics software limiting. After the new website was launched, I set Joanna up on my Website Growth Plan, which includes premium, in-depth, but very user-friendly analytics.
As well as the analytics, Joanna gets my full ongoing support to keep improving, updating, and optimising her website, so that it continues to help her business grow.
3 month review… and results!
It’s easy to launch a new site and show off the pretty new design. But the real magic comes a few months after launch, when you’ve collected enough data to start to see your strategic work paying off.
I caught up with Joanna 3 months after her new site went live. The website had clearly been doing its job, and Joanna told me she’s busier than ever with great-fit private practice clients.
✅ More enquiries:
“I’m really happy with how things are going. It’s now attracting the right kind of clients, which has meant more enquiries and bookings and a lot more people are saying they found me on Google.”
✅ Better qualified leads:
Joanna’s site is attracting a lot more clients in her specialty areas, due to our specific service pages and targeted messaging. This means she can give more effective guidance based on her areas of expertise, and get better results for her clients.
✅ Improved visibility:
Our strategic structural and SEO improvements mean Joanna’s site is now showing up on the first page of Google for some valuable, high-intent keyphrases. The traffic coming from search engines is landing on relevant service pages and key blog posts, which is directly feeding into more calls being booked.
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