Website copywriting for a Naturopath

a case study on crafting website copy that makes patients feel seen and safe

Website Copywriting for Naturopath Australia

Haelan Naturopathy

Haelan Naturopathy takes a full circle approach to Women’s Health, basing their practice on one main goal: to bring your body back to balance.

Founder and lead naturopath Kailene Watt prioritizes more than just treating symptoms—it's about making clients feel seen, heard, and validated–an aspect often overlooked by conventional healthcare providers.

As Kailene's copywriter, my mission was clear: to reflect her authentic voice and commitment to holistic wellness and dedication to her clients' well-being.

Kailene initially approached me through a referral from Cherise at Joelle Studio. At the time, she was just starting out and decided to DIY her website copy. She promised to return when her business boomed, and true to her word, she did! Three years later, with a thriving practice built solely on word-of-mouth, Kailene sought to elevate her website copywriting to match the quality of service she provides.

Given her existing content and desire for concise website copy, we opted for a Copywriting VIP Day, dedicating a solid 8-hour session to revamping her Home, About, and Services pages.

Naturopath & Women’s Health

INDUSTRY -

Byron Bay, Australia

LOCATION -

Website Copywriting VIP Day

SERVICES -

WORDS OF LOVE…

“Just finished reading the draft… you’ve done it! ”

-KAILENE, HAELAN NATUROPATHY

Naturopathic Copywriting that makes women feel seen, and safe

During my initial research for this project, I noticed something important: the tone of voice used on Haelan Naturopathy's Instagram was fun, dynamic, natural, and honest. She spoke to her clients like best friends from school. However, her website copy felt different—more elevated, professional, and–for lack of a better word–safe. It blended into the sameness that’s already out there for naturopaths.

Our main goal became establishing a consistent brand voice that could work across all platforms, from Instagram to the website, and everything in between. We wanted the copywriting to authentically reflect Kailene's personality—warm and compassionate with a touch of humor—while still keeping it relaxed and approachable.

That's why we incorporated phrases like "I’m here to help you get back to your best self, so you can start living your best. damn. life."

Central to our strategy was setting Haelan Naturopathy apart from other naturopaths. We did this by highlighting Kailene's commitment not only to aiding her clients but also to educating them—focusing on the power of knowledge.

My initial research also highlighted that many of Kailene’s clients felt truly seen and valued, experiencing a level of understanding they hadn't encountered through the mainstream healthcare system. It was therefore important that we focused on the emotional support and empowerment she offers, reassuring potential clients that she isn’t just a naturopath, but a friend.