Wellness · Digital strategy
Website strategy and information architecture for a wellness practice, focused on how people move from first discovering the practice to actually booking.
The practice serves several different audiences at once: individuals looking for 1:1 coaching, women joining a structured group program, and organizations booking corporate wellness workshops. Each of those groups arrives with different questions, so the work centred on giving each a clear path rather than one general-purpose homepage.
Project details
Focus areas
Approach
Structuring the offering
The practice runs 1:1 coaching, a structured group program, corporate wellness workshops, and community events. A single undifferentiated site would have asked every visitor to work out for themselves which of those applied to them. The information architecture separates these routes so each audience can recognise itself quickly and reach the relevant next step.
Getting to a booking
Much of the practice's audience arrives from social media on a phone, so the path from landing on the site to booking a discovery call needed to be short and legible on a small screen. That shaped where calls to action sit, how many steps sit between interest and booking, and what someone needs to understand before they commit.
Full case study documentation for this project is currently being written, including the strategy work behind the information architecture and booking journeys. In the meantime, the live site is the clearest view of the outcome.