By outcome or problem
The thing the client wants to change, in their own words. Informational at first, and won by the practitioner whose page answers it honestly.
Retail and consumer
Wellness and coaching marketing that fills the diary with the right clients
A client looking for a coach, a therapist or a wellness practitioner is buying trust in a person, and they decide on the practitioner's page, the reviews and the first call. The advertising platforms restrict what a wellness business can claim and target, so the marketing has to persuade without promising, inside rules that most practitioners have never read.
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Marketing does not behave the same way here.
Wellness and coaching are bought on the practitioner, not the service. A prospective client reads the page, watches or reads whatever the practitioner has put out, checks reviews, and books a discovery call or a first session with a person they already half trust. That makes the practitioner page and the proof around it the whole funnel.
The advertising platforms treat much of the category as health-adjacent, which restricts personalised targeting, prohibits certain outcome claims, and rejects ads that a practitioner would consider perfectly reasonable.
And the business runs on repeat: a client who stays for months is worth many times a first session, so the marketing has to be measured on clients retained rather than on calls booked.
The work is to build pages around the outcomes people search for, say only what the rules allow, track the discovery call to the client, and report retention.
How your customers actually search.
By modality and location
A named approach plus near me or online. Commercial searches by somebody who has decided what kind of help they want.
By the practitioner
A name, reviews, qualifications, a video. Checked before any call, and where trust is actually won or lost.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- An outcome page read, the practitioner page visited, reviews checked, a discovery call booked, a client for months.
- A modality search, a comparison of two or three practitioners, a first session booked with the one who felt right.
- A referral checked against the website before the first contact.
- Pages built around modalities and jargon rather than the outcomes people actually search for.
- A practitioner page with no qualifications, no story and no proof, when that page is the whole decision.
- Booking only through a third-party tool with no tracking, so nobody knows which page produced which client.
- Ads and pages making outcome claims the platforms prohibit, which gets accounts restricted.
- Campaigns built around the outcomes people search for, inside the platform health rules.
- Copy that persuades without promising a result, which is both compliant and more believable.
- Negatives against jobs, training, certifications and free content, which absorb wellness budgets.
- Discovery-call booking tracked as the conversion, with the client counted afterwards.
- Discovery-call follow-up in the days a prospective client is deciding, which is where most are lost.
- Session reminders, programme check-ins and re-engagement of past clients, which is the highest-retention revenue the practice has.
What the report should lead with.
- Discovery calls booked and clients gained, by source
- Cost per client, not cost per call
- Clients retained past the first month
- Practitioner page views before a booking
- Ad rejections, tracked to zero
Proof
The closest accounts we have published.
Not a coaching business. A pediatric therapy practice, the nearest published account: a practitioner-led local service that grew through search.
My Favorite TherapistsSEO
99.6Ksearch impressions
- 1.72Kclicks
- 99.6Kimpressions
- 12.5average position
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Questions from this industry.
01 Why do our wellness ads keep getting rejected?
Usually one sentence of copy that promises an outcome or implies something about the reader's health. The platforms treat the category as health-adjacent and prohibit both. Copy written inside the rules from the start runs. Copy fixed after a rejection has usually already cost the account its standing.
02 What matters most on a coaching website?
The practitioner page. Qualifications, a story, reviews, a photograph or a video, and a clear next step. Clients are choosing a person, and a beautiful site with a thin practitioner page loses to a plain site with a strong one.
03 How do we measure whether the marketing works?
Clients retained, not calls booked. A discovery call is a cost until it becomes a client, and a client who leaves after one session is a loss. Track the call to the client and the client to the month they are still there.