Case Study - Know Your Nutrition
“The team at GippsTech were so easy to work with. They truly listened to what I wanted to achieve from my website and incorporated my personality and branding into it. The end result is everything I could have hoped for. Since launching my website, incoming enquiries have doubled and I have signed on new clients!”
- Stacey Adams, founder of Know Your Nutrition
The Project
Stacey Adams is a qualified Biochemist, Nutritional Advisor, Food Safety Specialist, and Health Coach. With 10 years of experience in the food industry, and as a working coach, she has developed a strong reputation throughout Gippsland. Most recently, Stacey pivoted her business from a part time project to full time career, so she needed a new, professional website to match. Although she already had an existing website, she came to us to refresh the content and the look and feel of the entire site. The website needed to clearly outline her services, and seamlessly integrate a consultation booking feature. Stacey also needed us to create a Members Only area, where her paying clients could go for additional information, recipes, and support.
The Challenge
Stacey puts love and care into both her clients and her business, so she needed a website that spoke to her empathetic and kind nature. Her core clientele are mums of young children. Given that this specific audience may already feel vulnerable and unsure of how best to improve their circumstances, the website needed to highlight Stacey’s in-depth understanding of them, while providing support and positive solutions to their problems. We were also tasked with improving the site’s user experience, written content, and updating the names of Stacey’s tiered, signature services to highlight each package’s progressions.
The Solution
We realised early on in the process that Know Your Nutrition needed the right design, and content which spoke to the very person reading it. We developed a user experience where the most important information could be found at the user’s fingertips. Creating a mobile-first design also added to the experience, making the site accessible across all devices.
We knew that the success of the project relied on a full redesign of the site and its copy, to ensure it was simple to use, professional, and that information was organised and easy to find. We needed to find the balance between achieving these targets, while also adding a warm, inviting, and personal feel which nodded to the support and empathy clients would experience when working with Stacey.
Disciplines
Digital Strategy, User Experience Design, Content Development, Web Development, WordPress Development, Website Case Study
“I was lucky enough to secure a grant through the LVA which enabled me to develop and rebuild my website. GippsTech was one of the first local companies I came across, and after the initial call with them, I knew they were the right team for the job. They understood what I wanted to achieve, could see my vision for my website, and offered great quality at an affordable price!”
Stacey’s website needed to be friendly, approachable, and create an immediate connection with the user. As a coach, Stacey is warm and empathetic, and it was important to capture these feelings as the user browsed the site and read the text. Given that Stacey has been in the same situation as her clientele - rundown, exhausted, and giving everything to everyone else, it was important to share her story and create a truly personalised experience for the user.
One of the main goals of the project was to improve the site’s conversion rate, allowing potential clients to book a free 30 minute consultation with Stacey. To achieve this, we added a distinct call-to-action button and banner throughout every page of the website, making it accessible for the user, wherever they may be on the site.
“Throughout the project, we wanted to ensure that Stacey’s content was relevant to her target audience and website visitors, and truly reflected her and her approach to her work -- her mission, her program offerings, and why she decided to become a coach”, said Cindy Siew, GippsTech’s Project Manager. “Stacey also wanted to build an exclusive Members Only area on her site to enable her paying clients to access premium content. We delivered this via a member username and password login feature, and Stacey can now easily set up and manage member access by herself.”
Stacey can now easily set up and manage member access herself.
The main design considerations of the new website were to make it feel fresh, vibrant, and in line with Stacey’s new business logo. We chose the colour green because it represents health, nature, and tranquility, which ties in with Stacey’s audience’s needs, and how she wanted them to feel when they enter the website. We needed a platform which would allow us to have full control over the styling and key elements of the site, beyond the capabilities of a traditional drag and drop website platform. This is why we chose to build the website on WordPress.
“Stacey’s exclusive Members Only area was one of our major considerations, and we needed to ensure that members could easily view and download their premium content as desired”, said Cindy. “It was also important to improve the user experience on the site, so that information was easy to find and read, and the website was optimised for mobile and tablet for this very reason.”
Stacey’s website was all about her audience, and how she could help them find a solution to some of their biggest problems. “We spent a lot of time speaking with Stacey in order to truly understand who she was as a coach, and the message she was trying to communicate”, said Zoe Hyde, GippsTech’s Copywriter.
“We chose emotional language and keywording which highlighted how a potential client would feel as a result of working with Stacey. The website copy was written in such a way as to tell a story, and to make the reader feel as if Stacey already knew them as well as they knew themselves. We had to look closely at her target audience, and consider how they felt, their biggest frustrations, and their barriers.
We then relieved these pain points by offering them a solution to their worries and concerns, leading them to read more about Stacey’s signature services, or to book a free consultation with her to learn more about how she could help them.”
Since launching her new website, Stacey has received wonderful feedback from her clients and friends. But most importantly, her website has already met its initial goals. “My free consultation bookings have doubled in the past 4 weeks, I have signed on new clients, and I am now booked out for the month of October”, said Stacey. “I cannot thank the GippsTech team enough, and I am so pleased with my professional new website.”
