Nutrition Healthworks
WEB DEVELOPMENT / UX / SEO / CONTENT STRATEGY / PPC
Nutritionist Marketing Case Study
Nutrition HealthWorks is a food-based nutrition company headquartered in Charlotte NC. Our agency has worked with the award-winning team of dietitians and nutritionists to develop an efficient and extremely effective inbound digital marketing strategy that has helped the company expand to over 18 locations and 2 additional markets in Raleigh NC and Savannah GA. Our team developed a content strategy and optimized website that consistently produces new patients for the nutrition company, enabling steady revenue and growth.
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Charlotte’s #1 Nutritionist Company!
Our Process
Problem
Nutrition HealthWorks needed a website and digital presence that could efficiently drive awareness for the small but growing franchise. The company had expanded to over 10 locations in the Charlotte NC market and needed a website and digital strategy that could allow for future growth into new locations. While each location offered similar services there were certain locations that specialized in certain services. The company website also did a poor job of explaining all of the company services as well as the impressive pedigree of the registered dietitians on staff. Lastly, the back office team needed a website that streamlined communication, facilitated quicker onboarding processes, and gave referral partners information about the services offered.
Objective
- Develop a brand-worthy website with effective messaging and room for growth.
- Facilitate back-office process automation for efficiency.
- Ensure the website meets medical regulations and insurance compliance.
- Implement a local SEO strategy to improve visibility for relevant searches.
- Achieve all objectives within a financially sensible framework for the growing business.
Strategy
In order to compete in the highly competitive market of nutritionist services while growing brand awareness, our agency needed to establish a strong digital presence. To start, we needed to modernize the company’s website design and to build out new services pages with optimized content. By optimizing the website’s structure and by building dedicated landing pages for specific services, our SEO specialists predicted the site would rank above competitors. Consistent inbound lead generation and has always been an important metric, but as the company expanded into 3 states, Local SEO became our marketing agency’s focus. By building strong local citations and optimized Google Business Profiles, our firm was able to ensure optimal local search traffic. A number of nutritionists were added to the team each year, and quickly introducing these nutritionists properly would become vital to the lead acquisition process. This need for frequently updating the team roster led to the development of a templated “meet the team” section of the website – built for optimization and quick updates.
Results
Business Strategy Consulting
As Nutrition HealthWorks grew it became more important to make decisions based on data and expertise. As increasing profit margin had become a key focus area, measuring customer lifetime value (CLV), short-term and long-term ROI, and expected returns from advertising channels became a centerpiece of conversation. With more employees being added to the business to meet the ballooning demand for nutritionist services, the need for business intelligence and marketing expertise became even more valuable. In 2020 the leadership inside of Nutrition HealthWorks enlisted our fractional CMO services to define customer lifetime value, measure ROI, and develop strategies for growth. These strategic marketing services resulted in better decision-making, increased CLV, and a direct increase in profitability.
