Whole Health is the first wellness collective of its kind locally offering a range of integrative health and wellness services all in one location.

project goals

Founder and clinic owner Jenn Arbuckle came to me with an existing website for her health clinic, Whole Health in Brighton, Ontario. She said she wanted the health clinic website “to be more attractive, clear and decisive. I want the site to flow better, to attract clients and bookings" but also “I don't want a complete overhaul of the site, but I definitely want/need it cleaned up”.

Translation: Jenn is super busy and didn’t have the time to put towards a complete overhaul. She wanted her website to be easy to update (her current website was complicated to use and she had to contact her website management company to make changes) and wanted to promote the use of her online booking system.

She loved her existing branding and colours and didn’t want to change them and I knew that moving her website from Wordpress to Squarespace would result in a much easier website to use. While we were at it I recommended doing a SEO strategy to help with attracting more organic search engine traffic.

Ultimately I recommended a one week website plus extra pages (for each service) and some customizations along with the SEO strategy to keep the project on budget and on time. In total the project was 2 weeks (10 working days) from start to finish.

SEO STRATEGY

Jenn was totally on board with completing a SEO strategy which is what I started with.

A SEO strategy is fantastic for figuring out what pages need to actually be on your health clinic website. Once I understood how people thought about Whole Health’s services, specifically what words and language they were using to search for them and who her local competition was, I recommended keyword phrases to target for each main page of the website (home, about, blog, work with us, and contact pages) along with each individual services page (massage therapy, chiropractic, dental hygiene, athletic therapies and spa type services).

I also implemented SEO best practices on the new Squarespace website, as whenever you change website platforms it can cause your SEO to dip temporarily while search engines note the content changes.

I’m amazed to report that just over 9 months since we launched the new Whole Health clinic website, here’s how the organic search engine traffic has improved:

• The average organic monthly traffic has increased 285%.

• The new website is ranking on page 1 of Google for 25 new keyword phrases.

• 6 existing keyword phrases that the Whole Health website has historically ranked for have improved

• The average position of existing SEO keywords improved by 26%.

A new SEO strategy takes time to work as the new website needs to be crawled by each search engine, and I’m happy to report that we’ve seen an increase in results month over month that just keep getting better the longer the new website is active. This is a great example of how SEO is a long-term strategy that can also provide short-term results (in this case we saw huge increases just 2 months after launching the new website).

health clinic website

When I originally booked this project with Jenn, I’ll admit that I was nervous that I had promised an 11 page website with customizations and a SEO strategy in just 2 weeks.

11 pages for a website is a lot, but it was totally needed in the Whole Health clinic’s case because we wanted to specifically target certain keyword phrases for each separate service (and to provide a great user experience for the website visitors), and that required a separate page for them.

We had the regular 6 pages of a website plus we grouped all the health services into 5 bigger service pages, ending up with:

• Home page

• About page

• Latest news page (i.e. blog)

• Work with us page

• Contact page

• Legal page

Service pages:

• Massage therapy (includes Registered Massage Therapy plus prenatal massage, Thai massage, hot stone massage, lymphatic drainage and reflexology)

• Chiropractic (includes orthotics)

• Dental hygiene

• Athletic therapy (includes fascial stretch therapy, rehabilitative techniques and supportive strapping)

• Wellness & spa services (includes nutritionist services, functional testing, reiki, medical esthetics and other spa services, infrared sauna, and cosmetic injections)

We also wanted the entire website to focus on increasing bookings through the online booking software the Whole Health clinic uses (through the Jane app).

To push bookings (i.e. the revenue generating services), we added a few calls-to-action and customizations including:

• a floating “Book now” button that stays fixed to the left-hand side of the browser when on desktops but stays fixed to the bottom of the browser when on mobile devices.

• A “Book now” button in the footer.

• A “Book now” section, as one of 2 options, in the 3rd section of the home page.

• 2 general “Book now” buttons on the about page, as well as an individual “Book now” button for each practitioners services in the team directory at the bottom of this page.

• An individual “Book now” button underneath every individual practitioner on each of the 5 services pages. This means that the website user can book directly with their favourite practitioner or person of choice.

You can see that it would be hard to ignore the “Book now” buttons on every single page of the website. We tried to make these feel as natural and unobtrusive as possible while also driving new client bookings.

Overall the feeling is soft and welcoming, and I think we nailed the minimal, professional and pretty feel that Jenn wanted the website to project with the use of high-end stock photos mixed with Jenn’s existing team photos.

As with all my websites, the Whole Health clinic website is also fully optimized for mobile devices.