Homepage headline examples for nutritionists
The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place.
Ten of them follow, written for nutritionists rather than filled in from a template. Your customer is someone who has tried every diet and kept none of them, and what they are weighing up before they get in touch is being put on a joyless plan they will abandon in a fortnight.
Service plus place
One-to-one nutrition plans in [your town]
Use this as the safe default. It says what and where, which is what people searched for.
The outcome
[The problem], sorted — usually within the week
Use this when the result is more compelling than the service name.
Answers the worry
I build plans around food you already eat
Use this when the whole market has a trust problem.
Speaks to the customer
For someone who has tried every diet and kept none of them
Use this where naming who it is for filters better than naming what it is.
Credential-led
Nutritionists in [your town] — registered and qualified
Use this where the licence is the first thing people look for.
The question they typed
Need a nutritionist in [your town]?
Use this to mirror the search that brought them here.
The standard
Changes small enough that they survive a bad week
Use this if your differentiator is strong enough to lead with.
Plain and unglamorous
Nutritionists who turn up and charge what they quoted
Use this when your market distrusts polish.
Specialist
Just one-to-one nutrition plans. Nothing else.
Use this if you have narrowed and want the right people only.
With the next step in it
Book a consultation — I start by looking at what a normal week of eating already looks like
Use this where the headline sits right on top of the button.
Writing for nutritionists: what actually matters
What should a nutritionist’s website say that a generic one does not?
Three things, in this order. That you are registered and qualified. That you understand the thing people are actually worried about, which for nutritionists is being put on a joyless plan they will abandon in a fortnight. And what happens next: I start by looking at what a normal week of eating already looks like. Everything else on the page is decoration by comparison.
What does someone who has tried every diet and kept none of them check first?
The credential, then the proof. For nutritionists it sounds like this. I build plans around food you already eat. I sell no products here. I work with your doctor, not around them. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a nutritionist’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "I start by looking at what a normal week of eating already looks like" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining being put on a joyless plan they will abandon in a fortnight — there, specifics earn their length.
Everything else for nutritionists
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