Website Copywriting for a Naturopath: Case Study

Website Copy

Meet Lana, New Zealand-Based Certified Naturopath & Medical Herbalist

Screenshot of Lana Phillips Naturopathy's website home page. On the right: an imapge of Lana, smiling in a kitchen. On the left: a mortar and pestle with bowls od fresh herbs and a wood cutting board. Text overlay: "Natural health caoching: Supporting Women with a holistic approach to health. Balance your hormones, gain energy, adn experience hassle-free periods with a sustianable health plan from a professional Naturopath."

Lana approached me with a Squarespace template, an existing website she wasn’t crazy about, and two freebies she developed to build her email list. We collaborated to give her practice a mini rebrand with:

Website copywriting for niche naturopath positioning
Engaging opt-in copy for her freebies
A nurturing welcome sequence to invite new subscribers into her orbit and give them a deeper look at her offers

Lana’s Messaging Pickle

After being in business for a few years, Lana started to notice that there was a particular type of client that she enjoyed serving most—women struggling with hormone issues. She was thrilled to make this her focus because hormone health is an issue that she struggled with herself, offering a real-life perspective backed by professional expertise.

Lana also noticed that the clients who saw the most results were the ones who worked with her for a minimum of 3-4 months. So she decided to create a core health coaching offer that would provide targeted hormone-focused support for 4 months! Brilliant. LOVE.

However, to get it from the drawing board and into her community’s minds, she needed to:

Shift her messaging to reflect this new focus, and
Position herself as a trusted authority in hormone health by leveraging her personal experience alongside her professional certifications.

Although she had a very clear idea of what she wanted to say, she knew she needed a professional hand to tie it all together.

So…Why Did Lana Choose The Word Witch?

When shopping around for a copywriter, she was looking for someone with the same warm, inviting tone that she wanted to reflect in her copy (and hey, it didn’t hurt that I’m always yapping about how I love holistic health).

Lana wanted a naturopathic copywriter who could ensure that her personality shined through her copy—she didn’t want boring, neutral “professional” sounding copy, and…you know your girl fit the bill!

From Offering Generalized One-off Sessions to a Targeted 4-month Program

To ensure that Lana’s new messaging spoke directly to Lana’s new ideal client avatar (ICA), we got specific with where they’re at in their journey. Here’s a glance and how we did that on each page:

On the Home Page:

We did this with phrases like “mood swings, acne, and cramps that keep sabotaging your Friday night plans”. Another favorite was, “it seems like you only get one good week out of the month to be free”.

Screenshot of homepage copy that reads: "Tired of playing the diet and supplement lottery?
You’ve forked over hundreds of dollars on pills, tinctures, and detox kits that promised to finally rid you of those cycle-related symptoms. But the mood swings, acne, and cramps keep sabotaging your Friday night plans. You obsessively follow the “hormone-loving tricks” checklist on your favourite influencer’s page. Yet, it seems like you only get one good week out of the month to be free.

I see you because I’ve been you.

IT’s time to make peace with your menstrual cycle."

On the About Page

Here, I opened up with a powerful blurb that could almost double as Lana’s manifesto because it speaks to a greater issue in the world. It then narrows into how naturopathy is the antidote, assuring the reader that, “I’m just as unhappy about this situation as you are, and I’m here to help.”

Screenshot of About page copy that reads: "As women, our health issues are often misunderstood, misdiagnosed, and normalised.
I’m here to change that. When I became a naturopathic practitioner, I realised that living a healthy life isn’t complicated—we just aren’t given the tools to do it. Our symptoms often aren’t taken seriously, and we’re offered band-aid solutions that end up causing more harm in the long run, making things more complicated and painful than they need to be.

You deserve better. We all do.

To balance hormones naturally, we must look at our bodies as an ecosystem. My approach helps women understand their symptoms as nodes in a greater web that combines their physical, emotional, and mental health."

On the Coaching (1:1 Offer) Page

Okay, I’m not gonna lie, I’m kind of obsessed with the hero section! It was inspired by Lana’s biggest hormone health pet peeves from her questionnaire: magic pills, diets, and TikTok trends!

I also love this section where we painted a “dream day in the life of a hormone-balanced queen”, focusing on specifics that would resonate with her target audience.

A Screenshot of homepage copy that reads:
"Your body deserves so much more than a quick fix.
Because when you tap into your body’s innate harmony, you start feeling it everywhere—in your mind, your family, and how you show up in the world.

Imagine THAT…
Your alarm goes off in the morning, and instead of the typical anxiety, overwhelm, and dread that instantly seeps in, you’re able to organise your thoughts and tune into your body’s needs.

You finish work, pick up the kids from school, and somehow still have the energy to work on that passion project you’ve been daydreaming about.

You wrap up the evening with a delicious, nourishing meal that doesn’t drain your energy or leave you bloated. Most importantly, it didn’t take Julia Child-level skills (or time) to prepare! "

With an image of someone holdin ga green soothie in their hand on the left.

Also pretty jazzed about this section that does the opposite. Here, we paint a picture of what life looks like if her ideal clients don’t invest in 1:1 hormone support by highlighting the relatable thought patterns that have been keeping them stuck.

Screenshot of web copy that reads:
"I won’t lie—rewriting your holistic health story takes work & determination.
INSTEAD YOU COULD KEEP…
• Spending money on the latest supplement and superfood craze based on generic online information. I mean who’s to say this new superfood isn’t the one?

• Masking your symptoms with medications that don’t address underlying imbalances just to survive another luteal phase (a side effect or two won’t hurt, will it?).

• Prioritising everyone else’s needs and pushing through despite feeling like rubbish on the inside. After all, you’ve practically mastered the art of the fake smile. "

In the Opt-in Copy

Finally, to make Lana’s freebies as enticing as possible, we spoke to a specific hurdle her ideal clients face while creating a genuine connection and displaying her warm, supportive and validating approach:

In the Welcome Sequence

This is where we dove a bit deeper into Lana’s personal story, what it’s like to work with her 1:1, and offered examples of past client transformations.

Curious to see what that looks like? Download one of her freebies to find out. 👀

The Outcome?

Despite feeling super apprehensive about outsourcing her copy, this is how she felt once the project was wrapped:

A screenshot of a testimonial answer that reads: "I'm so glad I did outsource and feel super lucky to ahve found you. It went even better than I'd hoped!"

Plus, Lana is finally attracting the right people and has been growing her email list through our freebie opt-in copy. And most importantly, Lana finally feels good about sending people to her website because it captures her unique voice and tone.

Here’s what she had to say about it:

“Margarita is amazing to work with! I was nervous to work with a copywriter for my website as I’m picky, but she far exceeded my expectations. She understood my brand voice straight away, asked insightful questions, and made sure she nailed exactly what I wanted. I could tell it was important to her that I was really happy with the result. Her communication was great, and the feedback process was easy, although I actually didn’t need to give too much feedback as she’d captured what I wanted easily. She’s also lovely and personable, which made the process enjoyable. I will definitely be asking her to do any copywriting I outsource in future.”

Curious to see the full site? Creep Lana’s beautiful new brand & website copy here!

Ready for a refresh of your naturopath website copy?

Or…literally any type of web copy that’s meant to share your unique gifts with the world (instead of hiding them behind obscure, vague copy)?

Book your ethical copy project by inquiring here. (And yes, we can create case studies for you, too!)

If you’re just looking for some free resources to help you understand the web copy and brand voice world, check out the free resources on my blog.

And, if you are thinking you’ll really, finally take a stab at your own web copy, download my free About Page Checklist for Service Providers.

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Case Study: Website & Email Copywriting for Lana Phillips Naturopathy