One Homepage Mistake You Are Making that is Costing you Clients
If you’re a wellness practitioner, you know trust is at the core of everything you do. You’ve put thoughtful care into your practice and your website. But there’s one subtle homepage mistake I see repeatedly in the wellness space; and it’s not your offer, your pricing, or you.
A potential client lands on your website. It’s beautiful. They are officially intrigued. But they start to notice you are talking about yourself. A lot. And yes, you absolutely want to introduce yourself and communicate who you are, how you got here, etc., but when the entire homepage is essentially a biographical study, it can really turn visitors off, making them wonder if this service is actually for them or for you.
The Mistake: Your Homepage Is About You, Not Them
The reason this is so common, is because, it’s subtle. Read the example below, and you will see what I mean.
Why This Matters: When someone lands on your homepage, they're asking one urgent question: "Can this person help me?"
If your copy is focused on your journey, your training, your philosophy, then they have to work to find themselves in your story. And most visitors won't do that work. They'll leave.
Here's what happens:
They skim looking for relevance to THEIR life
They don't see their struggle reflected back
They assume this isn't for them
They bounce (often within 10 seconds)
Meanwhile, your ideal client—someone you could genuinely help—just left your site thinking, "This isn't what I need."
So what does this “mistake” look like in real life? Let’s take a look at a fictitious example:
You arrive on a website that sounds and looks promising. Title? Life Coach. Curated Images? Check. You start reading the words on the page:
“Welcome to my space.
I’m Sarah, a certified holistic wellness coach and energy healer. After years of deep inner work, training, and spiritual exploration, I created this practice to help others reconnect with themselves. I believe healing happens when we slow down, listen inward, and honor the body’s wisdom. My work blends mindfulness, intuition, and compassionate support.”
What the visitor is thinking:
“Okay… but is this for me? What do you actually help with?”
Nothing here is bad.
It’s warm, thoughtful, and well-intentioned.
But it centers the practitioner’s story, not the visitor’s needs.
And, there is absolutely a time and place for your story. In fact, it is necessary to create the trust your visitor needs to feel. The difference comes in when you lead with it versus placing it strategically on your homepage where it is easily accessible, but your audience feels seen by you.
How It Could Sound Instead (Same Business, Different Strategy)
“Feeling overwhelmed, disconnected, or stuck in survival mode? I support women who are craving calm, clarity, and a deeper connection to themselves through holistic wellness and mindful support. This is a space for slowing down, reconnecting, and gently creating change — at a pace that feels safe and supportive.”
What the visitor feels:
“Oh. She gets me.”
See how the second example allows someone to feel held but also understand what it is you actually do? They want to know that you value them, not just their money or what they can do for you.
Your story, credentials, and philosophy still belong on the site; just after the visitor feels seen. Feel the difference between the two above examples? Let us know if this resonates and any thoughts or questions you may have :)
And if you want some more examples of effective copy, check out our templates!
