When someone lands on your website, they are not really reading. Not at first.

They are running a quick, mostly unconscious checklist.

·      Can she help me?

·      Can I afford her?

·      Do I like her?

·      Is this for someone like me?

And they are deciding all of it in a handful of seconds, long before they have read the bio you took so long deliberating over.

Most wellness websites do a lovely job of looking nice. Far fewer.