How We Unified Two Wellness Brands Into One High-Performing Website
“Have you ever had a client say, ‘Wait…I had no idea you did that?’
Wendy heard that all the time.
Horse owners didn’t realize she also worked with people. Human clients had no idea she specialized in animal wellness. Her website had served her well, but wasn’t telling the whole story.
Wendy helps both people and animals experience the benefits of PEMF therapy, red light therapy, and other wellness services. The problem wasn’t that her website looked outdated (although it certainly did). The real problem was that it only told half the story.
Every time we met, Wendy shared another story about someone—or someone’s horse or dog—whose quality of life had improved because of these therapies. Her passion for helping people and animals was contagious, and it became obvious very quickly that the website needed to communicate that same enthusiasm.
Project Objectives
Although Wendy had been operating under two business names for years, her audiences frequently had no idea she offered services beyond the side of the business they already knew. Human clients were surprised she worked with horses. Horse owners had no idea she also offered wellness therapies for people. She wanted a single website that could communicate both without overwhelming visitors.
SEO
SEO and AIO were important. With her old site, only 8% of her website users came through organic search and of the few keywords that ranked in google, most were on page 2.
Easier Navigation
We spent quite a bit of time reorganizing pages.
Rather than creating lots of top-level navigation items, everything was organized into clean dropdowns so visitors could find what they needed quickly.
Multiple Elements
Wendy doesn’t just offer appointments.
She also:
- sells products
- recommends affiliate products
- attends community events
- books speaking engagements
- wants corporate wellness opportunities
The website needed to support all of those without feeling overwhelming.
DIY Updates
I believe that business owners need to have everything they need to update their own website. If they choose to outsource that to a website maintenance & care plan then that’s great, but I don’t want someone to have to wait for me if they don’t want to.
Wendy’s previous site had become difficult to maintain, making her hesitant to keep information current, so we put her on a simpler platform (Squarespace) that enables her to manage all elements.
Behind the Scenes:
During planning, we actually considered creating an entirely new brand. After discussing Wendy’s long-term goals, we realized preserving both existing brands would better serve her customers and the trust she’d already built.
The Transformation
Before
After
Design Journey
Goal: Unify Two Brands Without Confusing Visitors
This was definitely the biggest strategic challenge.
Instead of forcing one audience to click through several pages before realizing Wendy served them, we solved it visually by including both audiences in the homepage imagery.
It was also important to Wendy that clients who have known her under both business names were able to immediately recognize this as her. She worked with a designer to help the two brands coordinate and work well together.
Each audience gets its own call to action (CTA) and area of the website.
Supporting Multiple Revenue Streams
Because of Wendy’s active schedule and participation in her community, this site needed more than just “book a call” functionality!
It also needed to support:
- affiliate recommendations
- online products
- community events
- corporate wellness
Creating a cohesive, easy-to-use website that accomplished all those functions took quite a bit of pre-design work. We decided how to group the areas by audience rather than by service so that visitors could immediately identify who they fit.
For corporate wellness services, the page functions more like a freestanding landing page that Wendy can share with potential clients as she meets them.
Prioritizing Accessibility
Accessibility was a priority from the beginning. In addition to following accessible design practices throughout the website, we installed AccessiBe to provide visitors with additional tools for adjusting their browsing experience. Incorporated accessible design practices include things such as:
- Page structure that’s easy for screen readers
- Sufficient color contrast between text and backgrounds
- Alternate text to describe images
- Using something in addition to color to convey meaning
Because Wendy serves clients of all ages and abilities, we wanted to go beyond standard accessibility practices by providing visitors with additional tools to customize their browsing experience.
Building SEO Into the Foundation
Search Engine Optimization (SEO) influenced decisions from day one. In fact, the first step of the strategic website package is to go in-depth into the business’s search terms. We look at what they’re currently ranking for, what missed opportunities there are, and what variations we should consider.
Based on that research, we determined:
- page hierarchy and titles
- navigation
- headings
- metadata (the info that shows up in a search)
- internal links that show Google how content is related
- local optimization
Three Months After Launch
Early results have been so encouraging:
I usually assume that SEO results take 3-6 months to start showing up. It was enormously encouraging to see such strong results for Wendy so shortly after launch! Wendy
“You’ve been amazing to work with! Thank you for making this transition much less stressful.”
Wendy Grogan
The Biggest Takeaway
This project reminded me that the best websites aren’t just beautiful, they solve real business problems.
Wendy didn’t need two websites. She needed one website that clearly communicated everything she offers while helping each visitor quickly find the information most relevant to them. Seeing the early SEO results confirm that strategy has been one of the most rewarding parts of this project.
Does Your Website Tell the Whole Story?
If your business has grown, expanded, or evolved over the years, your website should evolve with it.
Whether you’re serving multiple audiences, launching new services, or simply tired of explaining what you actually do, I’d love to help you build a website that’s just as strategic as it is beautiful.
