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As a nutritionist or dietitian, having your own website helps new patients find your practice and builds their confidence in your expertise. And a dedicated web presence also allows you to share details about your services and add a personal touch to your work. Most importantly, you'll have full control of your professional brand.
Whether you're part of a small group or running your own practice, here are 10 things that every nutritionist website needs to make an impression and streamline your work.
1. Customizable website design
Behind every successful nutritionist website is a thoughtful design strategy. This includes not just the type of information on your website, but how you present it. These choices help establish your brand, guide visitors to key details, and convey your personality.
Things to consider when building a website for dietitians or nutritionists include:
Website appearance: You can control the overall look and feel of your website by choosing your colors, fonts, layouts, and typography. Match these to your existing brand and how you want your clients to feel. Use layouts and navigation to strategically point visitors to information.
Overall marketing strategy: A website is one part of your overall business goals and marketing strategy. Consider how the content here aligns with other ways you're promoting your business, such as your social media platforms or a newsletter, and what you’re hoping to accomplish, like more traffic or more client leads.
Content priorities: Emphasizing certain content areas can help you reach your goals. For example, if you're looking for more clients, you'll want to highlight your appointments and intake pages. If you're looking to sell online courses, ebooks, or other paid content, you can promote your expertise via a blog or newsletter.
Design you can easily update: As your practice grows, your business or marketing goals might evolve. Being able to update your website easily to reflect new priorities is key.
To tie it all together, make sure you have a custom domain name and consider pairing that with a domain email address. A domain name (like squarespace.com) and email address (e.g., hello@[website].com) makes your site easier to find and can make you look more professional.
2. Persuasive homepage
Your website homepage introduces you and your practice to prospective clients. It's one of the primary pages someone might use when they're deciding whether to engage with you—and many visitors make that choice within seconds. After someone scans your homepage, they should understand your business philosophy and how you help clients.
Common elements on a homepage include:
One-sentence summary of your niche: Think of this as the elevator pitch for your practice. Be as specific as possible about the services you provide and who you work with. Sample sentences might include "working with vegetarians to develop a plant-based diet" or "helping athletes optimize their diet for a fitness regimen."
Visual introduction to you and your work: The best homepages offer a balance of text and photos. Many nutritionists include a professionally taken photo of themselves. This gives you a chance to show your personality and put a face to the business for a potential client.
Brief overview of your practice and philosophy: Many dietitians put together an expanded version of their elevator pitch that runs several sentences. This gives you a chance to elaborate on who you are, who your clients are, and how you help people achieve their goals. Use an upbeat, positive tone that exudes confidence.
Easy-to-use navigation: Your homepage is also the hub for your website content. Create a simple navigation menu so people can easily find what they need. Many people opt to include a menu at the top of their website and a collection of links in the footer. Add links to pages in related sections of your homepage, like a link to your About Me page where you introduce yourself.
3. Robust About Me page
An About Me page gives you the chance to share more about your business, experience, and success stories, but also give clients insights into who you are as a person. The best way to do this is by putting together a professional bio that’s specific to the work you do.
Consider your bio a storytelling opportunity that covers things like:
Professional credentials: This includes your degrees, accreditations, conferences attended, or additional coursework you've taken. If you've received any awards or honors, you can also include these here.
Work experience: Talk about how long you've worked in the field and relevant past employers. You can also explain how your career shapes your approach to work.
Mission statement: Reinforce the philosophy you shared on your homepage, covering things such as your approach to work and what motivates you.
Successful outcomes: Share things your clients have achieved and connect these milestones to your work. Testimonials can also enrich this section of your biography.
Personality: Let your passion for your work shine through in your bio. Talk about why you enjoy being a nutritionist and dietitian and what it means to help people.
Many people include a photo of themselves on their About Me page too. You can also consider filming a short video introduction describing your work and how you help patients achieve your goals. This can also be shared or linked on social media.
4. Services page
Your services page describes what prospective clients can expect if they work with you. Dietitians and nutritionists work with people in different ways, including:
One-on-one counseling
Group counseling
Asynchronous online courses
Long-form content (e.g., books, ebooks)
Personalized nutrition plans
You might also offer set packages including a few of these things, or custom proposals for one-on-one clients. Give a short description for each service you offer to set expectations for what someone will get when booking each one.
If you’re comfortable including prices, you might note how much these things cost or any discounts you offer. For example, a dietitian might give patients a discount if they bundle nutrition plans with individual counseling.
Dietitians also often send free content, such as sample nutrition plans or downloadable guides and worksheets, in exchange for an email address. Placing this option within the services section helps potential clients get a trial-like experience to see the caliber of care and insights they can expect.
5. Custom client intake form or online calendar
For dietitians and nutritionists who offer counseling or see patients on a regular basis, a customized client intake form can make scheduling initial appointments easier. Common information requested on these forms includes:
Name
メールアドレス
Location (where you’ll meet)
Brief goals
Insurance
Desired time for a meeting
If you want to give clients more scheduling flexibility—and save yourself time managing appointments—you can add a booking tool to your website. You can create an Existing Client option for regular clients to book appointments at their leisure. This can also make it easier for people to reschedule times when needed. Many people offer prospective clients a free consultation to determine which services are right for them. That option can also be built into your scheduling tool.
Get tips for creating custom intake forms
6. FAQs
It's a big decision to start working with a dietitian or a nutritionist, because it's a very personal experience. Offering a page containing frequently asked questions can put potential clients at ease.
Sample questions might include:
How much are your services? Pricing transparency signals to clients that you can be trusted. You can also disclose if you offer any discounts or a sliding scale.
Do you take insurance? This offers an opportunity to be specific about which companies you work with and how much coverage people can expect.
What is your cancellation policy? Protecting your business means implementing a policy for clients who need to cancel their appointment. Many practices require 24-hour or 48-hour notice or assess a penalty or fee for a no-show or late cancellation.
Do you offer virtual appointments? Whether due to busy work schedules or comfort level, many people prefer booking virtual appointments.
What can I expect working with you? You may have included information about your working style elsewhere on your website, but it never hurts to reiterate key points on an FAQ page.
7. Testimonials
Publishing testimonials from past clients is an easy way for people to learn more about you and your unique strengths. The personal nature of these reviews offers insights into the emotional impact of working with a dietitian. Prospective clients can also see themselves in success stories written by real people.
You can include testimonials on a separate page or weave them throughout your website on your homepage, or on the About Me and Services pages. Remember to get permission from clients before publishing any testimonials.
8. Contact page
Make sure current and prospective clients know how they can contact you with questions or follow you outside of your website. Even if someone doesn't decide to work with you right away, giving them options to keep in touch could lead to a future relationship.
Email: If privacy or spam is a concern, you can ask people to reach out to you privately via a form that masks your email address.
Social media: Even if you include your social media handles in the header or footer of your website, include them again prominently on your contact page.
Newsletter sign-up: Newsletters offer a direct way to keep in touch with clients and share your expertise. You can also offer discounts or share business tips to subscribers.
Location: If you have an office location for your practice, include the address or neighborhood so potential clients can decide whether in-person or virtual services make sense for them.
Read our guide to Contact page design
9. Blog
For dietitians and nutritionists, a blog is an excellent way to share expertise and build your brand. You can provide recipes that align with your practice or provide other wellness tips relevant to your audience.
Blogs also give you another way to express your personality and approach to your work, which can help you with customer attraction. These posts also double as social media content, whether shared as a link or repurposed into a video or graphic.
This content can also help your website rank in search engine results. By writing about topics relevant to your niche and audience, you’ll naturally touch upon keyword terms that potential clients will be searching. Regularly putting out content that people read also signals to search engines that you’re a helpful authority on the topic. Together, your expertise and rankings can help bring clients to your site.
10. Online shop or courses
In addition to (or instead of) offering consultation services, dietitians might offer original content at a price with a course page or online store. This could be:
Downloadable content, like ebooks, guides, and worksheets
Online courses
These add value to your services and allow you to stretch out and share your depth of knowledge in a particular area. Like services, you can bundle these and sell them individually. Or create a members-only page on your site where you offer all of this content for a fee and give your most dedicated clients or followers a place to connect with you and each other.