In this post, we’ll be discussing our client, Aloha Nutrition, and how our studio helped her brand evolve into something more aligned with her expertise. As a clinician, it is crucial that you keep your branded elements and website updated to your current level of offerings. When there’s a disconnect, your audience will feel it, and your sales may drop. Read more if you want these results!
Meet Aloha Nutrition
Allegra is the owner & founder of her online private practice, Aloha Nutrition. She started her practice to help families on a more personal level – she once worked corporate and knew she wanted to work for herself one day.
Mission & Vision of Aloha Nutrition
While she didn’t have a definitive mission statement, she knew she helps moms feel good postpartum. You’ll see soon – we decided having a simple tagline of “postpartum care” encompasses everything that she and her team provide to moms.
When we asked Allegra where she sees her practice in 1-3 years, she answered with growing her team while stepping back from 1 to 1 consults herself. We see this as a goal from a lot of our practitioner clients!
The Challenges Allegra Faced
Before working together, Allegra was steadily growing her Instagram. She felt that her growth on Instagram was not in alignment in the other areas of her business: email list, website and courses. She knew her messaging wasn’t the best, and wanted to eliminate any confusion of what individuals should buy going forward.
The Plan of Action for Aloha Nutrition
During our discovery call, we addressed a lot of these items. This led our team to suggest our biggest package, branding with website design and copywriting. Because Allegra felt her messaging was off, we suggested having our in-house SEO & copywriting specialist redo her entire website from top to bottom. This would impact her search engine visibility and conversion rate, which are two top issues she had.
The Client: Aloha Nutrition
To better get to know Aloha Nutrition as a practice – it’s essential you understand the types of services and products they offer to postpartum moms.
- 1:1 Nutrition Support
- 1:1 Breastfeeding Support
- Functional Nutrition Coaching Program
- Courses & Ebooks
Overall, each of their services & products focus on finding a root-cause approach to their nutrition and breastfeeding concerns. This was something that we really honed into during the copywriting & SEO phase to ensure her ideal client understood the value that this brings to their life.
After reviewing the entire service suite of Aloha Nutrition, we could see the need for a strong branding presence. Because Allegra and her team had so many courses & digital offerings, the branding was getting lost in these items. When this happens, the audience becomes disconnected from the offer and will not convert.
We then reviewed the online digital presence of Aloha Nutrition and felt that the overall design needed to better support the trust-building aspect of their messaging. Good thing we are niched down into the private practice space and know just how to combat this!
The Challenge: A Brand That Didn’t Reflect Expertise
Prior to working with our team, Allegra herself was already positioned as the postpartum and breastfeeding expert. The problem? Her brand wasn’t.
When people heard the name, “Allegra Gast, Dietitian and IBCLC” they immediately associated postpartum and breastfeeding expert. However, they didn’t do the same when hearing “Aloha Nutrition”. This is where the branding piece is significant in ensuring no disconnect is visible.
Maybe you’ve found yourself in this same area – established on social media, but your brand isn’t fully recognized. You need a brand.
The Solution: A Full Brand & Website Overhaul
With this being one of our full package clients, there were several phases to this project. We’ll briefly outline them below.
Branding for Aloha Nutrition
Our branding phase began with a kickoff call + intake questionnaire review. We outlined ideal client preferences while also listening to personal preferences. The key to making an impactful brand is meshing your likes/dislikes with your ideal clients – we call it the “sweet spot” of branding.
To position Aloha Nutrition the brand as a leading expert, we developed brand assets that showcase this visually. We decided on three different identifying icons: a woman, baby and a flower. We also meshed each of these together into the one main identifier for Aloha Nutrition.
Each of these mean different things:
- Floral = Aloha background. Allegra started her business while in Hawaii, where many of her clients came to know her. Aloha means love, which also translates into the love a mother has for her baby.
- Woman = Aloha Nutrition focuses on helping moms feel good in motherhood.
- Baby = Again, encompassed in a heart to showcase that the baby is a primal focal point in postpartum.
The User-Friendly Website Design
My personal favorite part – the website – was vital to “wrapping” this project with a bow. Allegra did have a functional WordPress website, but again, it didn’t connect her to her brand.
To better do this, we ramped up the visuals to appeal to her ideal client and those who knew her personally via social media. We also reevaluated the organization of her content. One of the difficulties she had prior to working with us confusion on the different offerings she has. To make it crystal clear, we better organized it!
Copywriting & SEO for Aloha Nutrition
We complete this portion simultaneously with the website design. To have a functional, converting website, you have to have a clear SEO strategy for Google to do its magic. Secondly, you have to know how to speak to your ideal client easily.
If you’re anything like me, words are not my expertise. So, our in-house copywriter Diana evaluated her existing messaging, tone & voice and revamped her entire website.
To craft compelling messaging, you have to know the inner beings of your ideal client. This is why we go through a deep breakdown of your ideal client avatar and who they are on a human level.
Aloha Nutrition’s SEO strategy is based on a few of these keywords:
- Lactation consultant
- Breastfeeding support
- Postpartum moms
- Root cause nutrition
- Functional nutrition
And friends – if your website is not converting, the first place to look is at your messaging & SEO. Work with a professional to ensure it’s done right!
The Results: A Cohesive & Professional Online Presence
Three things happened as a result of this project for Aloha Nutrition:
- Allegra now has a website that reflects her expertise and builds trust with new clients.
- How? The branding usage on her social media is consistent with the branding usage on her website, connecting the two and building a trustful brand.
- Aloha Nutrition now has a strong brand identity that matches Allegra’s authority in the postpartum health space.
- How? Clearly defined brand assets that she utilizes to increase brand awareness from even bigger brands.
- SEO optimization that ensures more visibility for her target audience.
- How? In order to grow her practice to multiple practitioners, she needs more clients. To get more clients so that she can take a step back, she cannot rely on just social media. Her website know uses a correct SEO strategy to bring leads to her!
Conclusion: Elevating Brands to Match Their Growth
If you’ve found yourself in a 3-5 year rut with your brand – it’s time to upgrade! Not only visually, but professionally, your brand needs to match the growth you’ve experienced.
Could you imagine if Apple, Nike or Target had never changed their brand since they first were established?! People wouldn’t shop there because it would feel outdated!
Our team was so grateful to work with Allegra and her team to completely overhaul their branding, website & copywriting. After this project, we learned to lean into our intuition as designers and really pull more strategy into designs.
To build your own transformation, apply to work with us HERE.
