KidneyWise is run by two dietitians who specialise in helping people with early-stage chronic kidney disease. Their blog had grown into a brilliant resource, attracting thousands of readers every month. But despite all that traffic, the number of people actually booking discovery calls was low.
I ran a Website Conversion Audit to dig into how the website was performing and find the quickest ways to turn those readers into clients. I looked at a benchmark period of data from February–April 2025, measuring one thing above all else: how many discovery calls were being booked.
Conversion blockers
These were the most important points that came from the audit:
1. The services page wasn’t visible enough
During my analysis I noticed a trend: Most bookings happened after people viewed the main services page… but visitor numbers to this page were very low.
The navigation tab for the services page was vague, rather than descriptive, there was no compelling reason to click on the service page from the homepage, and nobody was landing on the page from organic search, either. In other words, their highest-converting page was almost invisible.
2. The blog was the real opportunity
The blog was doing the heavy lifting in terms of pulling in traffic, drawing in thousands of readers every month. But my analysis showed a problem: most visitors were reading and then leaving. Why? Because there was no clear next step for them to take after reading a blog post.
On the few posts that did have a call to action, it was right at the bottom — and my scroll-depth analysis showed that only 30% of readers ever got that far. That meant 70% of people never even saw the invitation to book a discovery call.
What I recommended
The fixes were simple, but powerful:
- Add a clear inline call-to-action in the first couple of paragraphs of each blog post, so readers see it before they drop off.
- Add a sticky button on blog posts that stays visible while readers scroll, keeping the option to book a call front and centre.
- I also gave KidneyWise some structural, wording, and SEO recommendations for increasing the views to their services page.
The results
This is where things turned around.
- Discovery calls more than doubled — with a percentage increase of 111% between the benchmark period and August 2025, the first full month after implementing the changes. Most of those came directly from blog pages.
- The services page saw 29% more views, giving more potential clients the chance to understand what KidneyWise offers.
- With demand now outstripping capacity, KidneyWise is hiring another dietitian to take on the majority of 1:1 consultations — a huge step that frees up time to expand into new services. As Nevine told me in a review call:
“There has definitely been an improvement, without a doubt. This has been helpful for us to feel confident enough that we have enough work [to hire an extra dietitian].”
Why this worked
The conversion audit wasn't about redesigning the whole website. It was about figuring out which changes would make the biggest impact with the least time and effort required. KidneyWise already had the traffic, thanks to their blog. What they needed was to connect that traffic to the next step: booking a call.
By moving CTAs higher up the page and making them visible throughout each post, we turned readers into leads with a minimal amount of extra effort. And by making the services page easier to find, we’ve set them up for stronger conversions as their SEO continues to improve.
Takeaway
KidneyWise had no shortage of traffic. The problem was that these visitors weren’t turning into clients. By making a handful of targeted conversion improvements, they transformed their blog into a powerful enquiry driver, discovery calls have doubled, and they’re confident enough to grow their team.