Rachel White Nutrition: Nailing down the Niche

My first ever meeting with Rachel was actually for a one-off website consultation.

Rachel had a website already, built herself with Wix (pictured below), and wanted my opinion on how to optimise it and get it generating more leads and enquiries for her work as a private dietitian.

During our meeting, one thing became extremely clear to me. Rachel was offering dietary consultations across two or three areas of expertise, but there was one area which lit her up completely: sports nutrition for endurance athletes.

Rachel is an athlete herself and is passionate about trail running, cycling and ultra-marathons, as well as being a fully qualified dietitian. She’s in a unique position to give both evidence-based and experience-based dietary advice to athletes, to help them perform at their best.

We discussed this during our consultation, and talked about how Rachel would benefit from a full, professional rebrand and website redesign to position her as the authority in this niche.

Rachel decided to take the leap and go for it, and a few months later, we were doing our initial strategy and research, ready to get started on the rebrand and redesign of her website!

A new visual identity

Pie Heart Studio’s graphic designer, Tara, was on hand to design the new visual identity for Rachel. Through a series of consultations and questionnaires, we put together a strategy for the rebrand, and Tara got to work on logo designs, colour palettes and font pairings.

We wanted to move away from the traditional green and white used by a lot of dietitians, to help Rachel stand out, and position her firmly in the ‘sports’ category. As this is essentially a personal brand, we went for a simple logo mark based on Rachel’s initials.

Rachel said this about working with Tara:

“It was easy, a simple process. I like the fact I got a mood board to help with the progress. She took on board any feedback and provided very easy to follow brand guidelines.”

Putting it all into words

At the same time as the visual identity was being developed, website copywriter Hannah was using our website and brand strategy guidelines (as well as a 1:1 consultation with Rachel) to write enticing, engaging web copy that would attract Rachel’s target audience.

As well as being friendly, engaging and inviting (just like Rachel herself!) the website copy needed to be the right mix of technical language and laymen’s terms. We needed to show athletes that Rachel knows her stuff, without alienating potential clients who are just getting started with sport.

We also had to write with SEO in mind. Rachel’s website was already coming up top for an important keyphrase. We wanted to make sure she stayed in that position, as well as starting to rank for some other valuable keyphrases that we’d identified in the initial strategy phase.

The Website Redesign

With the strategy, copy and branding phase complete (this usually takes about four weeks), it was time to put it all together to create Rachel’s new website!

The primary aim of any service provider’s website is to get it under the eyes of potential clients, and then have them booking a discovery call or sending an enquiry.

Of course that was our primary aim with Rachel’s website, but there were a couple of secondary aims I specifically wanted to achieve with this design:

1. To inspire a sense of adventure in website visitors

Rachel had mentioned ‘adventure’ very early on in our conversations at the beginning of the project, and I thought it was the perfect way to describe the type of endurance events her clients took part in, as well as the type of clients she wanted to be working with.

By using some strategic wording, incorporating photos of Rachel’s clients during their events, and some tasteful stock imagery used behind gradient backgrounds, I think we achieved it – what do you think?

2. To make sure Rachel’s personality really shone through

You need a great deal of trust in the person you’re working with for nutrition strategies when taking part in an endurance race, especially in challenging, dangerous environments.

We used plenty of photos of Rachel competing in similar events, as well as showcasing the blog articles she’d written about her own experience of ultra-marathons and endurance races.

We explained the how a dietitian is different to a nutritionist, and what that means for the client. And I embedded Rachel’s Instagram feed into her homepage so that website visitors could get to know her even more, and start to build that bond of trust.

Building a sustainable business

Rachel is slowly starting to build up her private practice alongside working in the NHS, and as a performance nutritionist at the University of the West of England.

The professional rebrand and website redesign was a pivitol step in her career as a sports dietitian, and it’ll position her firmly as an authority in her industry.

Here are some final words from Rachel:

“Beth and her team were great at re-branding and designing my website. They listened to my requests and perfectly put this into a clear and slick website. I am really pleased with the output and I am sure it will only positively benefit my business in the future!”

Take a look at Rachel’s website.

I’m happy to say that within a few weeks of launching the new website, Rachel was already having messages through her contact form from ideal potential clients. Rachel has joined my WordPress Care Plan, so we can help her monitor the website’s progress, and make strategic improvements going forward. I’m looking forward to supporting her business as it grows!

Can we help you?

If you’d like some help positioning yourself in a niche you’re passionate about, and you think a website redesign might be the way forward, take a look at our website redesign package, or feel free to get in touch!

More case studies

Helen Coston: Launch of a Personal Brand

The Marketing Depot: A website to be proud of

Greedy Pig Catering: From Wix to WordPress

Fresh Approach Nutrition: From Solo to Scaling Up

SW19Lawyers: Leveling up through a website redesign

Stanner Nutrition: Optimising and improving an existing site

Empowered Nutrition: Kickstarting a new freelance career

War Widows Association: 41 new members in 3 months

Bump2baby Nutrition: an SEO success story

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