107: Why Your Wellness Website Isn’t Turning Visitors into Clients (and Simple Fixes That Work) - AUDIT EPISODE

In this episode, Jules White reviews a real website from nutritional therapist Alice Yeates, showing where small, practical changes can make a big difference to conversions.

If you’ve ever wondered why people visit your site but don’t go on to book, this gentle website audit will help you see what’s really going on - and how to fix it.

You’ll learn:
 ✅ What to include (and what to avoid) in your homepage hero section
 ✅ Why pop-ups, button design, and mobile font size can quietly affect conversions
 ✅ How to guide visitors towards booking using clear steps and simple messaging
 ✅ The easiest way to add social proof without overcomplicating your site

By the end, you’ll feel more confident knowing where to focus your energy - and how to make your website work with you, not against you.

Resources mentioned:

• Beginners Google Analytics 4 Course - GA4 Made Simple - Set up Google Analytics & Search Console
  
  
• Book a Discovery Call with Jules
  
  
• Visit Alice Yeates Nutrition

Intro Nov 2025 BHW

MID R Nov 2025 WGC

Chapters

• 0:00 Introduction
• 1:35 Current Website Usage and Marketing Activities
• 5:47 Analytics and Tracking Discussion
• 11:11 Homepage Analysis
• 23:27 Three Steps to Success Framework
• 30:48 About Section Recommendations
• 33:44 Next Steps Discussion
• 37:52 Wrap Up and Contact Information

Transcript

AI-GENERATED TRANSCRIPT - MAY CONTAIN ERRORS

Introduction

Jules White: So, hi. Today we're diving into a conversion rate optimisation audit for Alice from Alice, Alice Yates Nutrition.

So by the end of this episode, hopefully we'll have identified some simple, quick wins for your website. So welcome Alice.

It's so great to have you here. Thank you for having me.

So before we start, I always ask this question, if we were to meet in six months time and you were telling me about the amazing things happening in your business, how would your website be helping with that?

Alice Yeates: It would be helping by showcasing what I do, by encouraging people to work with me.

Mm-hmm. By potentially bringing in new guides.

Jules White: Mm-hmm. That would be nice.

Alice Yeates: And um, it would also have some kind of product that is helping people on a one-to-many basis.

Jules White: Okay. Okie doke.

That's good. That's some good. Um.

Some good, good goals for your website there, really, I think.

Current Website Usage and Marketing Activities

Jules White: So before we dive in properly and have, um, a little look at your website, I'm gonna start sharing my screen. So tell, tell us a little bit about your business and how your website currently kind of sits within your marketing activities.

Alice Yeates: So, I write blogs, I write recipes. They go out every other week.

And they go onto my website.

Jules White: Mm-hmm.

Alice Yeates: I have some freebie eBooks, um, which don't get picked up on that often. Mm-hmm.

Um, and I tell people about what I do and I'm not sure I'm answering the question. So can you,

Jules White: so tell us a little bit about what you do first actually, so we can understand what you do.

Alice Yeates: So. What I do is help people to get back to themselves health wise or get onto a journey that they feel is positive where it comes to their future health.

And how I do that is with nutritional therapy and behaviour coaching.

Jules White: Mm-hmm.

Alice Yeates: I started off doing nutrition for my own benefit because I'd been really unwell myself. And the medical system wasn't able to help me.

So I was 50 at the time and I thought, I, I really don't wanna be this person. I want to be, I want to bring my energy back.

So I worked incredibly hard to get my own health back and, I'm probably fitter and weller than I was in my forties now in my sixties. So.

What I'm now doing is helping other women to do the same. And I do help men, my majority of my clients are women.

Mm-hmm. And what I find is that women kind of often lose their way unless they've got something to take them forwards.

They, they often lose their weight, particularly around menopause. And that's why I started the behaviour. Coaching.

Mm-hmm. It's called the training's called archetypal alchemy, but that kind of is a bit, um, ethereal for some people.

What it is, is looking at, um, it's looking at behaviour patterns and shining a light on the behaviour patterns that aren't serving us.

Because when we're aware of them, we're much less likely to let them take control of us. Okay.

And what I find happens is people just suddenly start blossoming and forget, you know, re forgetting that tired, sluggish woman. Mm-hmm.

And becoming somebody with much more vibrant health.

Jules White: Okay. Fantastic.

Fantastic. So, um, how are you getting clients and customers at the moment outside of your website and including your website?

How does your website kind of fit into that picture of getting clients? At the moment,

Alice Yeates: I think it fits in because people who know about me mm-hmm.

Look at it. Okay.

So it's another point of contact. Rather than the point of contact.

Okay. Um, so I get people through word of mouth a lot through a retreat that I work at, and not necessarily directly, sometimes indirectly.

Jules White: Mm-hmm.

Alice Yeates: Um, I had a client recently come to me through somebody I saw at the retreat who was aist.

Okay. And this was one of her clients.

Okay. Okay.

Um, good enough, you kind of thing. It's usually people who've met me.

Mm-hmm. And then they look on my website to see what I do.

So actually the next step from them meeting me, if the website needs to go, oh, this is the person I want to work. Mm-hmm.

Jules White: Or

Alice Yeates: this is the person I, I'd love to recommend to my friend.

Analytics and Tracking Discussion

Jules White: Okay. And do you feel like it does that partially at the moment? Do you feel like it, it's not doing that at the moment.

How are your kind of feelings, I've started sharing my screen so we can start having a look at your website, but what are your feelings about your website at the moment?

Alice Yeates: I think it's doing some of it.

Mm-hmm. But I think it could be doing better.

Jules White: Okay. And are you tracking anything with your website? Are you tracking the conversions you're getting or the number of businesses or anything?

Very common thing that a lot of people don't do that. And is that because you don't know how to do it or is it because you just don't do it?

Or is it you're not really sure what you're looking at? What kind of things, um, hold you back?

Alice Yeates: All three. All three.

Jules White: Do you know if you have Google Analytics set up or anything like that, or Google search?

Alice Yeates: No idea.

Jules White: Because that's something that a lot of people, again, they have no idea where to even start with this.

Um, this is actually something I have on my website. I have a little short course that teaches you how to set up Google Analytics, Google Search Console, and how to use them.

So those are both two free tools from Google. Google Analytics tells you like how people have come to your website, whether they've come through socials through.

Organic search through referrals. Sometimes we're starting to see AI searches showing up in there as well, and it tells you what pages they've visited and how long they've spent on those pages once they're actually on your website.

Oh, oh, wow. Yeah, which is helpful.

It's, it is definitely helpful, especially if you are starting to think about your conversion rate optimisation and how you can make the most.

The pages that people are visiting, you can see whether a page that you think, yeah, this is my best blog. And actually if you then find that people are coming to that and bouncing off very quickly, that's a real strong signal that you need to sort of do some work on that blog.

Mm-hmm. And it might over even be, you just need to do some work on the top part of the blog.

So you need to add in stuff like key takeaways or this article's about this, a summary at the top of it. Quite often those kind of short like little steps can make a difference.

Whereas Google Search Console tells you the things that people have typed into Google that's actually led them to going through like, yeah, it has led to your, your, okay. So that's really useful, isn't it?

Yeah. I find actually, especially if people are thinking about SEO and they're thinking about getting more traffic from Google and organic search, then Google Search Console is actually the slightly.

More useful one, and it's actually slightly or not slightly, a lot easier to use.

So when you first log into Google Analytics, if you don't know what you're looking for, it can feel a bit overwhelming. Whereas I actually feel Google Search Console is one of the, one of the tools from Google that is actually quite user friendly.

I think a lot of stuff from Google isn't necessarily user friendly.

But search console is one that's not too bad actually. So I would definitely recommend getting those.

Have a look at on my website of that. You know, for you or anyone who's listening, have a look.

If you're thinking I need to set this up, then have a little look and grab that course. 'cause it's an easy way to just get these things started and it talks you through what to actually look for in there as well.

But what I would, the reason I sort of ask that is because if we are not, if we're not looking at our conversions and we don't always know.

What we're like, we kind of assume things about our website then really. Whereas actually just by having a look, you can then understand what pages are getting traffic, where that traffic is coming from as well, so you can understand whether the things that you're doing, if you are doing any, um, anything, like any guest posting, do you ever do anything like that or any guest blogging or anything?

Alice Yeates: I don't really know how that works.

Jules White: Okay. Because it's something that I think a lot of, um, a lot of businesses end up blogging for the sake of it, and you end up, again, a bit like posting, a bit like posting on social media for the sake of it.

But actually if you can have a really like pinpoint blog strategy where you make sure that you're covering those important things that you need to on your own website, and then you start thinking about how you can actually use your blogs and use your writing.

To actually get some PR for your business and to actually get that reach out and, and get links coming back into your own website from, from blogs that you've done on other people's, websites. And that can, that just helps to get you in front of other, other people's audiences if you make sure when you're doing that, that you've got a really cl clear, short, succinct bio for you there as well.

Then that starts to get it mentioned in different places online when.

If you imagine if, if you asked chat GBT, who is Alice Yates, then it would have a really clear description on there in very, very plain language that people can understand of who you are and what you do. And if you are building up that authority in different places online by guest blogging.

By getting mentioned in forums, by doing guest posting, those kind of things that can make a massive difference to helping, just to raise your authority around what you do really. So that's a little bit more on sort of the, the visibility side rather than the conversion side.

But I think it just goes so hand in hand that I can't, I can never do a website audit and not end up mentioning one or the other, that there's so much crossover between them.

Alice Yeates: Our two s have come straight into my head for that

Jules White: in terms of people to reach out to. Yeah, I think it's something that it's, it makes such a big difference.

And what you can then also do is when you are thinking about that, that guest PO Post, think about a way you can get them back into your own website.

So if you've got resources and things on your own website, including that as a, as a bonus for, for within that guest post, then can bring links into your site. It can bring people into your site, most importantly as well.

and that can make a massive difference really. So looking at your website, one of the things that I always say is whenever somebody comes into our website, you know, especially into our homepages, it's really important for them to understand what we do, how we're gonna make their lives better, and what they need to do to get it.

Homepage Analysis

Jules White: And within three seconds, ideally, when they first land on on our website, the most important.

Real estate on our website is this area in the top here. I'm sharing my screen here.

So this bit before people start scrolling, before the, you know, we call it above the fold, above the scroll. This bit is the bit where we've really gotta capture their attention and make sure that they know they're in, in the right place, really.

So it is important to look at both desktop and mobile. When I came over to, um, look at the mobile responsive version, one thing I did notice when I came onto your website is your popup.

You had a big popup that straight

Alice Yeates: eight miles outta date.

Jules White: Oh, is it? Oh, no.

So it's not even a popup that's, that's working for you.

So it came up too quickly as well. So it is really important when we have popups coming on, on our page from a, from the point of view of actually Google not liking them.

Google doesn't like popups that take up the whole screen for a start. So this one is very big.

There you go. It's just come up here.

So it did actually delay a little bit on when it came up.

Ideally, we don't want 'em coming up within the first, 10 seconds of our page loading. Obviously, yes.

The most important thing is it needs to be in date. So this immediately gives a signal that, no, I hate that.

It's, this is gonna be your, your job for the weekend, going in and tr changing it. So if you've got you, you know, anything else that you can have in here, if you wanna have a pop-up on here, it needs to be something that's gonna help.

Thinking about those people who are coming into your website, who are coming into your homepage and homepages can be a bit tricky because often there are people coming in at different.

Points in the user journey. They might have different awareness of our bus business.

They might be problems aware, they might be solution aware.

They might actually have no idea why they're checking you out. They've just been told, you need to go and look at Alice, you know, check Alice out.

Mm.

So thinking about that and what's, what's a good general popup that you could have here? And making it a lot smaller.

So people have the option of being able to click out of this and it goes back to your page, which that, that did, that's good.

But we, we don't want people to be struggling to get out of this because otherwise they will just bounce back to Google. And that then sends strong signals to Google that this wasn't the right website to send people to.

Really. So

Alice Yeates: the question, um, it's easy to make it smaller on a laptop screen.

Jules White: Yes.

Alice Yeates: How do we make it.

Work and smaller on a phone screen.

Jules White: So you, you should be able to do this. Your website's built with WordPress, so you should, there'll probably be a plugin or something that is doing this job for you with this popup, and you should have options in there.

Ideally, with most plugins nowadays, you've got options for mobile and options for desktop.

But the mobile version is more important because now more people are gonna be looking at you on mobile realistically, and that's something else. The Google Analytics can tell you is what percentage of people are looking on desktop and what people, what percentage are looking on mobile.

But if we just always assume that most people are on mobile.

Yeah, that's probably a safer way to go at the moment. But yeah, that you should be able to do that.

You should be able to set what percentage of the screen is shown up with this. Having a nice big X button as well is helpful on mobile.

It's really important for user experience that they can click on it with a finger and they're not, you know, if, regardless of whether they've got accessibility issues or they've got big fingers, they can click on it and actually be able to get out of this and get to the thing that they came here to find.

You know this, they came here to have a look at you. And to see what you do.

So getting to that, that point is really important. And sometimes my little mobile responsive thing here can show it slightly differently.

So I've just, if I'm looking on your actual website, yes. So what I'm seeing here from a user point, user experience point of view, which is really important for conversions, and this is something that you might be able to make a switch to this, and it should be fairly easy to do in WordPress, you often have things where you can set sitewide.

Font sizes and things like that, but your fonts are a little bit small, so again, even with this cookie pop up, pop up here, it's quite small and I'm struggling to see it here on your, on the, on the actual desktop version, I don't think the pop, the cook cookie thing came up on the actual.

On your actual website here on your mobile, it might be because I've been on there before and already clicked to, to accept the cookies.

But if I'm looking, okay, so if I click the accept the cookies here. So what I'm immediately seeing, this is a big area of your website, so this whole area here above the scroll, there's lots more ways, ways that you could make this.

Make the most of this section here really. So we've got two images that we've got.

What?

Alice Yeates: I'm surprised, I'm surprised that the writing doesn't come up underneath without the images. I thought.

'cause if you look at it on the laptop, yeah. I think you scroll down to writing after that, don't you?

Jules White: Yes. Which you do on the mobile as well, but obviously it takes longer to scroll on mobile, so it's worth thinking.

Alice Yeates: But you want the writing there, not the, not the pictures. You've got too many, there's too many pictures there.

Jules White: There's too many pictures there. But what I would say is you don't want this writing to be above the scroll, the above the scroll.

It needs to be very, like, you need ideally a, a headline, which you've got a headline here.

A sub headline if you need something to really get that point home, which I think potentially you do need something here. We need to let people know how,

Alice Yeates: yeah, I'd, I'd be putting in their, their pain points now.

Jules White: Maybe pain points or maybe just making it clear what you do. So maybe you need to mention nutrition in there, if that's fundamentally what people would be.

Thinking like how, what would people be thinking they need? So either, yeah, we need to be either be talking about the pain points or the, or.

The transformed state is the other thing that you can talk about here. So if you, if you want to, within this section, sometimes what we do here is we have both.

So we have a headline that really gets across what you do, and then underneath that you maybe have three bullet points or three icons that either describe exactly how they're feeling right now.

And, and, and we don't want paragraphs here. We want like bullet points, or not even bullet points.

We want really a headline here for each of those things. Or it describes their transformed state.

So if you've done some work around this and it needs to be really clear language, it needs to be something that my.

An 81-year-old mom or my 9-year-old nephew could, could look at it and pretty much understand what you do really, I think, because we don't want to make people burn mental calories to try and work out what we do. So I think that's definitely something to think about here.

So whether that is just a supporting, like a pre headline, like a smaller headline here that then supports helping people understand this.

Just a quick look at some SEO stuff here. So if we are looking at that, ideally what we want with any page we are looking at on our website, we want it to be kind of like an English essay.

So on an English essay, you'd have one heading, so that would be your H one heading. So that's not looking bad that you've got that here.

Ideally, we don't want a H four heading before a H one on your website, but we want one with all of this. So you've got a few, what have you got?

You've got four H one headings on this page. So that's just a case of going in and tweaking that within WordPress, setting that within like your settings within with you, like any website builder will allow you to do this.

and making those so they're not H one headings on there that will immediately give clearer signals to Google. About what this page is actually about as well.

So that's a little SEO o tip as well for here. So I'm gonna come out of the SEO stuff, otherwise I'll go down a little rabbit hole there.

So coming back to the mobile version of this page, I would definitely be thinking about that here.

So maybe upping this font size so that you heading is clearer, is easier to see on mobile. And the same with the button as well.

You've got a button here which could potentially be a little bit more descriptive. It could lead, could be a little bit more action taking.

So it's, let's get started. I would be thinking about how you, how can you get some more transformational language in there?

So if somebody is getting started, what, what are they actually getting started with you? So not necessarily the how, but what are they, what are they sort of stepping into or.

And this isn't easy. Sometimes it put you're on the spot.

Alice Yeates: No, it's the next step. It's always the next step.

Jules White: So what, what's the transformed state that they're, that they're moving towards with you here?

Alice Yeates: Vibrant energy.

Jules White: Okay. So yes, I want to, I want to, yes, I want, yes, I want to feel more energised or, yes, I want to, I'm ready for.

Vibrant energy or something like that could be a more positive action taken. Or if you can get things in there, if you can get a, get a verb in there as well as something like, I'm ready to take, take, take action today, or something like that, that can also help to just make those buttons a bit more compelling.

Alice Yeates: Okay.

Jules White: Make them big enough, especially on mobile, that they are clickable, that they are, you know, pretty much I would have it almost full, full width.

Make sure that the text on the button is. Uh, enough of a contrast to the background colour on the button.

So I like the fact that the button stands out, the green, but I would maybe, I would maybe try with different contrast between whether you had that in black.

it's something that you could go into your website builder and have a little play around with it and just see whether it looks better. The black having black writing against the green.

So one of, actually that's an, that's an immediate conversion point as well, is when I hover over that button it disappears completely.

Alice Yeates: That's really weird.

Jules White: Yeah, that's not good. 'cause it's like you can still, I can kind of still see that it's there.

The text is there still in white. But that's an immediate conversion point that if you actually can just have a little look at that.

I dunno what would happen on mobile. It would probably.

Because it would be under your finger, so it probably would be less of an issue.

Alice Yeates: Literally, if you, if you press the, let's get started, it scrolls down to one picture.

Jules White: Okay. So yeah, I've just seen that.

Okay. So that's not good as, as well that all it's doing is, yeah.

Okay. So these, this is a really good example of actually how if we just go onto our website and just look at some of these basic things.

You can massively, massively improve your conversion rate. 'cause we are not converting anybody on that in terms of if somebody clicks that button then, and then it just scrolls them to here.

That's, yeah. That's not helping them.

Which is good. This is good because it means, it's an immediate thing you could do.

Even if, so, why? Actually, one question I would have for you is, what do you want them to do?

So what's, what's supposed to happen when you do, when they click on this?

Alice Yeates: I want 'em to book a, um. Let's make a start call.

Okay. Or let's take action.

Yeah, I mean, my, my discovery call is, let's make a start.

Jules White: Okay. Okay.

So let's make a start for 30 minutes for free. Ready to get started.

Find a suitable date. So I think definitely having some, so what have we got in here?

Like, take, discover the next steps to better health. Okay.

That's the kind of language we want to, we want them to have. So we want, we want them to be.

Like understanding what booking a call with you is gonna, is gonna do for them. How's it gonna help them?

Mm-hmm. What's, why is it gonna be easy for them?

Why is it not gonna be, you know, why are you not gonna be giving them a hard sell on this call? All those, all of those kind of things, we need to have that language in there so they know it's safe to book a call and that it's, it's a good move for them to book a call as well.

So, definitely thinking about that. I would maybe before you've got, before you have, going straight into introducing about you, talk a little bit more about the problems, a little bit more about why you are the solution, what's different, what's unique about how you actually help them with everything on their page.

Three Steps to Success Framework

Jules White: We want them to be like it all to be about them being the hero of the story so that it's all about them. It's not, our website isn't really about us, it's about how we can help them.

Why we are that trusted guide that can hold their hand and help them to help to make this easier for them. Help them to lead them on their, that journey to, to, um, just them getting to where they want to be.

Getting to that sort of transformed state really, of where they want to be.

Alice Yeates: I've noticed, sorry, go on. When you, when you scroll over the pictures mm-hmm.

There were dieticians coming up. Oh, it's come up.

No, go down again. It was that picture there.

It was the first picture as well, but that picture there.

Okay. When you,

Jules White: I didn't see that. Interesting.

Alice Yeates: It's come up two or three times.

Jules White: I haven't seen that, actually. I haven't noticed that.

It might be maybe that you've got a caption enabled or something like that. I didn't see.

Alice Yeates: I'm not a dietician and that slightly concerns me.

Jules White: Okay. So, and that would be something I would look at.

Let's have a little look Images. With, with, with No.

Al Al Text.

Alice Yeates: Yeah. Look, dietician, several of them.

That's because that's the file name for those images.

Jules White: So I'm guessing that you had somebody create your website for you and they uploaded the images and everything. Did they?

Alice Yeates: Yeah.

Jules White: So yeah, that's, they may be, they may have been trying to capture some keywords and getting you to show up for those sort of things, but yeah, that's something you can do again.

So you would just, the way you could do that in WordPress, usually you can just go in and change the image file. So you would just go in, look at these images mm-hmm.

Within the backend of WordPress. Are you comfortable making changes to your website?

Alice Yeates: No. Okay.

Not, not to that level.

Jules White: I mean that if you are, if you're comfortable logging in and making changes and uploading images and things like that to your website, then it's, it shouldn't be too much of a problem for you to do that.

Really. Some.

So yeah, that's the kind of thing that if you wanted to book a Power Hour, that's the kind of thing that I can help people with.

Alice Yeates: Definitely. Yeah.

Jules White: And maybe we need to do that actually. That's it.

Those sort of things. These things that are the sort of high, maybe

Alice Yeates: need to do that. We definitely need to do that.

Jules White: I think. I think we talked about that anyway really, didn't we?

But yeah, I would be thinking about on your homepage in terms of actually helping people to convert. Obviously making sure those buttons go to what you want them to do when they click on that.

I, one of the things that I always, when I'm working with clients and we're working on what, what they need on the website, the copy they need on the website, one of the things that can really help to make a difference is having three steps to their success is one of the sections when, when I'm working with clients, we have a homepage blueprint.

Which has got, I think it's got 14 sections in there that every home good homepage needs. And one of them is three steps to their success.

And it's one that you can add in quite easily, and you can even have that really close to the top of the page. So I probably would have that even before.

Alice Yeates: Well, you're talking about three steps to the client's success.

Jules White: Yeah. Yeah.

So working with, with Alice, working with me is as simple as, or it probably wouldn't be working with me, but it would probably be.

Thinking about what their transform state is, where they want to be. I would definitely be leaning into that a lot with your messaging in terms of, you know, where they are now and where they wanna be in very simple language.

Rather than focusing on the, how you get them there. Focus on what they're trying to achieve.

Because I think especially with what you do, that's, you know, that's, people are feeling rubbish. They want to, they want to not be feeling like that.

They want to be living their best life and feeling better. Um.

So getting to whatever you decide that transform state is, is as simple as.

Three steps or, and and then it says step one and step one is literally that thing of take two minutes to book a call or hop on a call and we'll spend 20 minutes talking about where, where you are and where you wanna be or to those kind of things. So step one is the first easy thing that they need to do to, to work with you and to, or to get to their transform state.

Step two for you would probably probably be something around how you do it. So.

Would that be, um, you work with people one-to-one or you Yeah. Got, you've got both, haven't you?

So you got

Alice Yeates: I've got both. Yeah.

Jules White: One-to-one. Or you join the club depending on what you, I mean, it's always tricky with homepages because you've got those different options and those different routes that people could take.

I would think about maybe there's, if there's one thing that you can. That, that encompasses all of those.

So regardless of whether people are in the Healthy Habits Club or they're working with you one-to-one, is there something within that route on how they work with you that, that.

Could apply to both.

And if there is, have that as your step two. And then step three is their transformed state.

So step three is them actually living that life where they want to be. So that's the steps are, and E, and even if you've got 10 steps to working with you, actually just if you can condense it into those three of basically this is the first thing, this is like that middle bit and then the the end result is them actually getting to where they want to be.

Alice Yeates: Yeah. So I'm actually thinking what's coming to my head is get started. See, progress, feel,

Jules White: whatever. Yeah. Feel amazing.

Those words, but that, that sort of Yeah, absolutely. Yeah.

And the get started is, is as I say, is that that literal, literal first step that they need to do. Yeah.

The make progress is the bit where you help them in the middle and then Yeah, absolutely.

The third part is the, um, is the, that transform transformation that they want. Really,

Alice Yeates: and chat. 'cause actually it's all about getting started.

Yes. It's not about being perfect.

Yes, yes. Or changing the whole everything in your life.

Yes. It's all about getting started.

Yes.

Jules White: So maybe you could tie that in with that middle part actually, if it's of you could have something in there of, this isn't about.

Changing 101 habits every day. This is about taking small actionable steps that, you know, that maybe that kind of thing could be that middle bit actually.

of actually that's, that's, that's, regardless of whether that it's the Healthy Habits Club or working one-to-one, the, the point is you help them to make those small changes that make a bit, yeah.

Yeah. Fantastic. I would do something like that.

Normally the way to lay that section out is to have, as I say, a little headline.

How this is as simple as, and then have it literally where you have icons that say step one, step two, step three, or, or the words say step one, step two, step three, the icons represent what they're actually doing, those steps. And then maybe something, something underneath it of that's how easy it is to, and then talk about the result to get, you know, into your transform state really.

And then make sure that you have actually got a call to action button there as well. So that they know, okay, the first thing I need to do is book a call with Alice, and that's, that button is there.

So I would think about adding that in. As I say, before you get to the point where you are, you are introducing you, I would just maybe have a little swap around of your homepage.

So definitely as we've talked about with the hero section, making sure it's really clear on, they're grabbing people's attention. They're understanding What you, how are you gonna make their life better?

Basically what you do and how are you gonna make their life better?

About Section Recommendations

Jules White: And what to do to get it. And then go into the three steps or to into the talking a little bit about their transformed state, really.

And then maybe this, you move this bit about you. Further down the page and maybe make it slightly smaller as well.

I would have some of this on your, on your actual about me page.

Ideally, what we want is this snippet about us is just enough on the homepage. It's just enough to help people to understand that why you're trusted, understand why you have empathy for them.

Why you've been there. So the, that's why you are the guide to help them as well. Really.

Alice Yeates: So actually, this bit's not about me.

Jules White: It's not really about you. It's, I mean, it kind of is, but it's not, it's, it's about why you are the person that is gonna help them, basically.

Alice Yeates: Yeah.

Jules White: So it is, it is about you. It's about help them understanding who it is that's talking on this page.

But it's really, you want to flip it around to how you are gonna help them and why you are the person to help them.

Really, it's, it's not the easiest of sections to write because getting that balance right between the empathy and, you know, not laying it on too thick and being trustworthy, it, it, it is a section, but ideally you just want that to be a short paragraph and you can have a read more. And then that will take them over to the, to your about page.

If people then want to learn more, then they'll go over to your about page and learn more. And the about page is probably one of the, one of the most visited pages on the website as well.

So it is important that your about page is, robust enough. And it, and it does, it does actually talk about what you do.

But yeah, it's, it's one of those things that I think it's, it's just getting that balance right on there, really. And one of the things that you can also do to the, the, the about section here.

Is having a little bit more social proof in here. So if you've got anything, like any testimonials.

You could have a few of those.

They're on, they're on a separate page. I would sprinkle them throughout your website rather than having them on, on single pages.

this is something a lot of people do is they'll have that success stories or that that page of, of, testimonials. And testimonials are the one of the most valuable parts of your website.

So actually, if you can take those and sprinkle them throughout different pages of your website, especially if you've got somewhere where you've got a button.

And you can just have a little simple, like three words under that underneath it, or five words underneath it that says something that somebody has said to you of like, you've changed my life.

Those kind of things there. Yeah, just having that under there makes a massive difference.

You can also sprinkle into this section as well. If you've got any other social proof, like if you've been featured in, you could have as, as featured in if you work with any corporate.

So you, as you know, trusted by those kind of things, you can have that in here as well.

So this section becomes not just about describing you, it becomes more of that whole social proof of this is why, you know, they should trust you really. So that that's sort of, uh, one of the most important things to do really.

How are you feeling about what we've talked about so far?

Next Steps Discussion

Alice Yeates: Um, like, I need help to do it.

Jules White: Yes. Often

Alice Yeates: that is like, I, I completely see what you're saying and it energises me and, and makes me want more.

Jules White: Yeah.

Alice Yeates: Um, however. I know that I will get stuck if I do it.

Jules White: Yep. So do you think you'd get stuck on the messaging or on the how to actually do it?

Or both? Because I think both.

Yeah, both. Absolutely.

Yeah, definitely. And I,

Alice Yeates: I'm, I know I'm better at doing this kind of thing with someone else.

Jules White: Yeah, absolutely. Yeah. Yeah.

So yeah, definitely. So it's something that I think.

Often as business owners, we can end up diving in and trying to do the changes and trying to do the, the techie part.

But taking that step back and doing the messaging part is probably the more important part for you right now as the CEO of your business, you know, as, as the person that needs to sort of make these decisions and, and is probably the best person to be able to talk about this. But you probably, you just need somebody there to help you to,

To make it sound more user friendly. I think that's, that's definitely something I would say.

So it sounded great. And how you described your business at the start sounded great, but I think it needs to be simpler for people to be able to understand it and, and you know, it, it's something that I think you've got so much potential there.

And it just needs a few tweaks really. And then you could either then have your web development person do that or have a VA do that, or have someone like me actually work with you to show you how to do these things yourself.

Because I feel like your website is always evolving. And actually if you, if you are so ha hamstrung by not being able to make any changes yourself, it does make it you at a real disadvantage.

Alice Yeates: I, I can make changes.

Jules White: Yeah.

Alice Yeates: Um. I wouldn't want to make major changes because I think I'd get in a mess.

Jules White: Yeah. So again, it's maybe having somebody like me to hold your hand along the way and actually make, help you to be confident that you're not gonna make a mess, really.

So I think this is one of the downsides to WordPress is it's very easy to feel like you, you're gonna go in and make a mess and break it all and everything.

So, yeah, definitely. So thinking about this and thinking about how you can sort of make the most of what we've talked about here, I think the most important thing is you've got a, a couple of things that are the obvious.

Conversion, like hiccups and, and then that and the user experience hiccups really. So ones like the, the button disappearing, the text being too small or mobile, that's something that you should be able to fairly simply be able to go in and change, make changes to, even if you did nothing else, but just going in and making these, this font bigger that will already help, it will help to make sure that actually people can.

Use your website and the user experience isn't, bad and then making sure that actually things like that, let's get started. Button takes people to where you want them to go and that describes how you're gonna help them.

And then maybe just popping in that three steps to your success.

Those, those kind of things to get started is something that you could do quite easily.

Alice Yeates: And would you put that. Would you put that there?

Jules White: Yeah, I think I would actually. So I think I would be looking at this, this headline here, and make making sure that's clear enough.

As I say, maybe adding in a pre-headline if you need to in that section.

And then talking about that, either the transform state, so having some icons here in this top section here, just below where you are, or within that section. So before you scroll, you can see either the real, those problems that they're, they're dealing with or that transform state.

And then having that three step steps to their success.

So you are really then telling them how easy it is to get to that point really. So yeah, I think if you do those things, hopefully then that will will help your website to start helping you make more progress in your business and helping just to make things a bit easier so when you get on a call with people, they're already a little bit further along that buyers journey.

They understand a bit more about what you do. You're not having to sort of really.

Convince them on sales calls because they've already, they already understand what you do from your website. It just helps to take some of that pressure off, I think, early.

Fantastic. So before we finish, I'd love you to give a shout out again to yourself.

let everyone know specifically what you do and more importantly, where they can connect with you and find out more

Wrap Up and Contact Information

Alice Yeates: so. I'm supporting people to get back to where they want to be energy-wise.

I want them to have vibrant energies, do whatever they want to do, and not be restricted by fatigue.

Jules White: Fantastic.

I

Alice Yeates: love that. And, um, you can find me at my website.

Yay.

Jules White: I'm so glad. I always love it when people say that first and they don't immediately dive off to socials

Alice Yeates: or at Alice Yates on Instagram. You can find me on LinkedIn.

And on Facebook. Fantastic.

Jules White: And your website is Alice Yates nutrition.co uk.

It's listening on the podcast and not watching the video. Then, they can find you there, which is fantastic.

So if, if this episode has made you think about your website conversion rate and the user experience on your website and you'd like to explore optimising it, then visit my website, the website success hub.com, and

You can book a discovery call with me and talk about how I can help you in similar ways. Get your website working for your business.

So thank you so much for listening and thanks Alice for being here, and I'll see you soon. Bye.