Studio Window No. 06
Your wellness website is talking about the wrong person
ELYSA - ERANOVA DESIGN MAY 25 2026 7 MIN READ FREE DOWNLOAD INSIDE
Most wellness websites have a copy problem. Not a design problem. Not a branding problem. A copy problem. And it is almost always the same one.
I want you to do something before you read any further. Open your website. Go to your homepage. Read the first three sentences out loud.
Now ask yourself this question. Who is this about?
If the answer is you - your credentials, your method, your journey, your certifications; you have the same problem that almost every wellness brand I have ever looked at has. Your website is talking about the wrong person.
The person reading your website does not care about you yet. That is not a harsh thing to say. It is just true. They care about themselves. They care about the problem they are sitting with right now. They came to your website because something in their life is not working and they are quietly hoping you might be the person who can help them fix it.
The moment your website makes them read about you before they feel understood by you, you lose them.
“Your client is not looking for a practitioner. They are looking for the version of themselves that is no longer in pain.”
— WHAT THIS LOOKS LIKE IN PRACTICE —
Here is the same hero headline written two ways. One is focused on the practitioner. One is focused on the client. Read both and notice how differently they feel.
The second version does not mention credentials at all. It does not need to. The moment someone feels seen by your words they are already more likely to trust you than any certification could make them.
Credentials matter. They belong on your website. But they belong after the emotional connection has been made, not before it.
— THREE MINDSHIFTS THAT CHANGE EVERYTHING —
Your client does not buy somatic therapy. They buy the feeling of waking up without the weight they have been carrying for three years. They do not buy breathwork. They buy the first full breath they have taken since they cannot remember when. Lead with the transformation, not the technique.
The more specific your copy the more universally it resonates. This sounds counterintuitive but it is one of the most well documented truths in marketing. When you write for a specific woman — her specific struggle, her specific hope, her specific exhaustion — every woman who shares that experience feels like you wrote it for her. Vague copy tries to speak to everyone and ends up speaking to no one.
When someone clicks on your about page they are not there to read your story for the sake of it. They are there to find out if you understand them. The most effective about pages spend the first paragraph naming the client's experience before they ever mention the practitioner's journey. Start with them. Earn the right to talk about yourself by showing them first that you see them.
— WHERE TO START —
Before you rewrite a single word on your website do this one thing. Write out the answers to these four questions as honestly as you can:
Who is sitting across from you in your first session? Not a demographic. A person. What does she look like? What is she carrying? What has she already tried?
What does she say out loud when she describes what is wrong? Not what you would clinically call her situation. Her words. The ones she would use to her best friend.
What does she want more than anything? Not what she needs. What she wants, the outcome she is hoping for even if she cannot fully articulate it yet.
What does she believe about herself that is making this harder? The story she tells herself about why healing has not worked before. Why she might not deserve it. Why she might be too far gone.
When you can answer those four questions clearly your copy almost writes itself. Because copy is not about finding the right words. It is about understanding the right person well enough that the words become obvious.
The free download below gives you a structured worksheet to work through all four questions. Print it or fill it in digitally before you touch your website copy. Everything else in this series builds on what you discover here.
Before you write a single word of your wellness website copy do this first.
