Bariatric Meal Prep is a notable brand and trusted individual in the bariatric nutrition space. Owner Kristin is dedicated to educating individuals post bariatric surgery on their nutritional needs. With her yearly Bariatric Symposium, Kristin teams up to host a large online event with other nutrition professionals to help as many people as possible. In this dietitian website design project, Kristin needed a simplified user experience with capacity to hold her membership, Bariatric Meal Prep Academy.
By working with our team, we redesigned her website, crafted new messaging and fully moved her membership from Circle to a self-hosted Memberpress site.
Kristin knew the foundation of her goals started with a website redesign and we were so happy to be a part of her transformation. Years later, we assist Kristin in managing her website and assisting in membership support.
Project Objectives for Kristin’s Dietitian Website Design
In June of 2022, Kristin filled out our inquiry form after she found us in a Facebook Group. In her submission form, she placed she was interested in branding, website design and copywriting. After our discussion on the discovery call, here’s what we determined would be best for Kristin’s project with us:
- Utilize existing branding to leverage and increase brand awareness
- Redesign the WordPress website to increase capacity to handle a fully-custom membership on Memberpress
- Reevaluate messaging and copywriting to better target organic reach via Google Search
- Create a customized membership to craft a unique experience for leverage upon competitors
Once we had clearly outlined our project goals, we dove right into phase one which was redesigning her website and revisiting her copywriting & SEO strategies.
Our Process Redesigning Bariatric Meal Prep
Kristin was originally on a theme called Avada within WordPress. Although a notable theme, the lack of customization was hurting the user experience of the website. For all WordPress websites, we strongly recommend using a blank theme (such as Hello) in combination with the Elementor Pro Plugin.
In our years of experience, we’ve found that this solution meshes the technicality needed for an advanced WordPress website without compromising the ability for our clients to confidently edit their websites themselves. Once this was agreed on, we began conceptualizing her new website.
Utilization of Branding
Kristin came to us with an existing brand identity already in place. She had multiple logo variations, a color palette, brand guidelines and fonts that were consistent across her media.
After evaluating her target audience (post-bariatric surgery individuals) we felt that she already had a strong brand awareness and didn’t want to comprise that.
We did however, decide to add a few fonts to her brand guidelines for an increased diverse suite and to create for a freshness in the brand that didn’t feel so unfamiliar.
Her branding includes:
- A simplified sans serif that is thick and easy to read
- Diverse primary colors that nod to the holistic approach to wellness and nutrition
- Icons that were straightforward yet creative
Messaging & Copywriting Review
Before we could dive into her dietitian website design, we looked at her existing website to determine what we could improve on via messaging & copywriting.
Overall, we found that her existing copywriting was too clinical without an approachable appeal. Those in the bariatric space want to feel heard, seen, understood and taken care of. To craft this message, our copywriter Diana crafted an entire new website copywriting document that felt more approachable with an infusion of “I know this – which is why you should trust me” mentality. The funny thing is – Kristin herself hasn’t been through bariatric surgery, but can quite literally tell you anything and everything about her ideal client.
Dietitian Website Design Strategy
The first thing to think about in a dietitian website design is the project goals. At this point, we’ve leveraged her existing brand and determined new was to increase freshness, we’ve finalized and reevaluated copywriting & SEO to better target her ideal client organically and determined what theme and/or web builder we want to use.
To better improve her website, we wanted to see more results. Because ultimately – bariatric patients want results when they determine to move forward with surgery, right? Yes!
Instead of focusing too much on storytelling, we focused more on the ideal clients that Kristin has worked with. What kind of value or knowledge have they learned with Kristin? Are there tangible numbers to showcase?
With her Bariatric Meal Prep Academy membership being at the forefront, we focused solely on selling the results of this membership on her entire homepage. Not just a sectional highlight – but the entire page.
SEO Research
The last part of her copywriting phase was more on what to do about SEO – Search Engine Optimization. Based on her ideal clients, we could leverage multiple keywords such as, “bariatric post-op support”, “bariatric nutrition”, “bariatric dietitian” and more.
After implementing our SEO suggestions, Kristin was able to increase her organic search by nearly 167%.
But how did we do this?
Well – a large part is Kristin did an amazing job at leveraging ideal keywords through blogging. Once she had a clear understanding of her ideal client and the keywords we were trying to optimize her website for, she was able to craft blog ideas around our strategies. Here’s a few of her top pages on her website, which just so happen to be blogs.
Final Dietitian Website Design for Bariatric Meal Prep
Since her project in 2022, we are managing the website and maintenance. As a website that gets nearly 30K users per month, it’s essential that the plugins and themes remain updated and that there is consistent new content published each month.
The most new and consistent content that is crafted on this website is via her membership, Bariatric Meal Prep Academy. Although Circle was a great platform, Kristin wanted something even more unique that her ideal clients couldn’t get elsewhere.
After working for nearly 9 months on just the membership portion, we transformed this membership from 200 members to nearly 641 active members to this day.
Membership Transformation: Circle to Memberpress
If you haven’t heard of Memberpress, I highly recommend that you familiarize yourself now. This membership plugin is extremely robust and has features that can be completely customized with a developer’s knowledge (that’s me!).
By moving her membership from Circle to Memberpress, we were able to:
- Create a one-of-a-kind Recipe Library
- Establish a completely unique experience that you cannot get elsewhere
- Incorporate resources at the click of a button
- Leverage community members and conversations with individuals
- Strengthen trust and consistency through weekly resource launches
Since launching her membership on Memberpress, we consistently make monthly updates and changes for improvements. If you are a member, you’ve probably requested features that we’ve now implemented!
Don’t just take my word for it – actual members love the Academy!
The Real Results
The real results are this:
- Kristin no longer has to focus her efforts in marketing because her website gets her 30K of fresh eyes every month.
- Because of the unique experience of The Academy, she has 641 active members paying her passive income.
- With the support of our team, Kristin doesn’t have to worry about her website [or membership] going down. She’s got us to manage it.
- As Kristin’s members request features or updates, our team can work immediately on finding solutions.
- With her increased brand awareness in the online space, selling the membership has never been easier.
Since knowing Kristin, I have had immense joy working on this project and hope to continue it forward for many years. Our team at Chloe Creative is dedicated to providing our clients with hand-crafted solutions that will skyrocket your exposure to both your ideal clients and big brands.
If you are a clinician ready for big results, apply to work with us to chat more about your customized solution.
