Case Study: Website Revamp & Digital Tool Integration

TLDR: Fresh Roots Nutrition hired me to streamline their website, getting improved branding, a new website, and a setup that saves the owner time every week in the process!

Client Introduction

Fresh Roots Nutrition is a woman-owned business based out of Concord, New Hampshire. The owner, Traci, has been a registered dietitian and nutritionist for nearly 20 years and has a solid client base.

Upon consulting with an artist about updating her logo and/or branding, she received feedback that her website could use some improvements. (That’s how we got connected.)

The Challenge

Traci had been using Wix as her website builder and appointment scheduler for quite some time, but there were some changes she knew she definitely wanted to make.

Among the challenges she faced were:

• The branding was inconsistent.
• There were distracting widgets on some pages.
• Her fun and caring personality was not accurately reflected.
• The Wix-based appointment scheduler did not connect with her HIPAA-compliant record-keeping system and required her to take manual steps for every new client.
  
  

The Process & Insight

Pre-Implementation Call

Traci and I met to discuss the details of the project that we hadn’t covered during our Discovery Call. We confirmed I had the access I needed to her Wix and record-keeping system accounts. We identified which web pages were necessary to keep and which should be removed from or added to her website. In her case, we decided to reuse most of the copy already on her site and sprinkle in a few new bits of information where necessary.

Homework

I created a homework assignment to collect new bits of information from Traci to use on her website. She was also tasked with selecting and providing new stock photos and headshots that she would like to use on the website.

Branding Improvements

Traci was able to reconnect with the artist to establish a new color palette and new fonts for her brand through a quick brand-strengthening exercise.

Implementation Period

I built out the new website framework in Wix as a new site which gave me a clean slate for branding colors, fonts, and navigation settings. Using existing content made this phase possible to complete rather quickly.

It was during this time that I also explored all of the options for integrating Traci’s record-keeping system into her website. This involved reading the company’s help articles, making phone calls, and testing out its features until I determined the best option that would reduce the need for Traci to take so many manual steps for her business.

Review & Revision Period

Once everything was in place on the website, I took a screenshot of each web page and uploaded them to our Project Hub where Traci could leave specific feedback or request specific changes easily.

Launch Period

After all the pages were approved in the Project Hub, it was time to ‘flip the switch’ in her Wix account so her new website would show up on her custom domain for her business. I triple-checked the website’s SEO settings, mobile viewing format, links, and form functionality to make sure there would be no surprises later on.

The Solution

The solutions for Traci turned out to include:

• A new color palette and new fonts to represent her brand, provided by a collaborating artist
• A new website with improved navigation and without distracting widgets
• Clear links to her HIPAA-compliant record-keeping system
• Utilization of Wix’s blog feature to showcase Traci’s recipes, resources, and cooking videos

The Impact

The best parts about this project are the lasting impacts for Traci and her business! To name a few:

• Her new branding elements better reflect both Traci’s taste and her personality!
• She saves time every week because she no longer has to manually create client records in her HIPAA-compliant record-keeping system!
• Her clients will be able to easily find and log into their client portal!
• Her clients will have a streamlined experience scheduling and managing their sessions!

Check out the Home page before and after screenshots: