Is Your Wellness Website Copy Costing You Clients?

How Small Copy Mistakes Could Be Sabotaging Your Sales (And How to Fix Them)

unsplash-image-person in robe drinking tea

In the wellness world, trust is everything.

If your website copy is vague, confusing, or focused on you instead of your clients, you could unintentionally be driving potential clients away.

The truth is, your website isn’t just a digital business card; it’s a 24/7 sales tool. And if your copy isn’t doing its job, it’s costing you clients and revenue.

Let’s break down the most common copy mistakes wellness businesses make, and what to do instead.

Mistake #1: Your Unique Value Proposition Isn’t Clear

Your Unique Value Proposition (UVP) should answer this one essential question:

Why should someone choose you right now over a similar wellness business?

Yet many wellness websites are filled with generic phrases like “holistic healing,” “mind-body connection,” or “personalized care,” without saying anything truly unique.

Fix It:

Be ultra-specific. What makes your experience different? Is it trauma-informed yoga therapy? A background in functional medicine? Online accessibility?

Spell it out clearly in the first lines of your homepage.

Mistake #2: You’re “Selling Medicine Instead of Candy”

Yes, you know what clients need, but people buy based on what they want.

Emotional motivators like confidence, relief, or vitality drive decisions.

Fix It:

Use emotionally resonant language that speaks to your audience’s desires, not just their symptoms.
Instead of: “We provide customized hormone balancing protocols.”
Try: “Feel energized, focused, and in control of your body again.”

Mistake #3: Too Much Jargon, Not Enough Clarity

Wellness professionals often fall into the trap of using insider language to sound credible.

But most visitors aren’t familiar with terms like “somatic regulation,” “lymphatic stimulation,” or “myofascial release.”

Fix It:

Write at a 6th to 8th-grade reading level. Use simple, clear language that explains what you do in terms your clients use.

Think:

“We help you sleep better, manage stress, and feel more at home in your body.”

Mistake #4: Your Website Copy Was Added After the Design

If your website design came first and the copy was “fit in later,” chances are the message lacks flow, persuasion, and emotional clarity.

Fix It:

Copy and design must work together. Your words should guide the visitor’s journey, answering their silent questions and leading them toward action.

Mistake #5: You’re Talking About Yourself on the About Page

It may be called the "About" page, but it shouldn’t be a resume. If your story doesn’t help your potential clients understand how you solve their problems, it’s missing the mark.

Fix It:

Focus your “About” copy on why your work matters to them. Weave in your expertise, but always loop it back to client transformation.

The Big Takeaway

Your website copy isn’t about sounding smart. It’s about connecting.
It’s about helping someone feel seen and understood enough to trust you—and take the next step.

When your copy is clear, emotionally relevant, and written with your dream client in mind, you don’t just get clicks—you get clients.

Want to Know if Your Copy is Working?

✨ Book a 1:1 Wellness Website Copy Audit with Jill Pawlik, founder of WellBranded Studio.
You’ll receive personalized, actionable recommendations to improve clarity, connection, and conversion—so your site works as well as you do.