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7 SXO Strategies to Improve Your SEO and Attract More Health & Wellness Clients in 2025
Don’t Forget to Pin it.
If you’ve been wondering why your website isn’t converting as well as it should, or why your Google traffic isn’t leading to actual enquiries, it could be time to look at SXO, the love child of SEO and UX.
Search Experience Optimisation (SXO) blends solid SEO strategy with user-focused website design to help you get found and booked.
Here’s how to put it into action on your health or wellness website.
1. Start With Search Intent, Not Just Keywords
Before you write any page or blog post, think about what your ideal client is really looking for. Are they seeking answers, solutions, or someone to work with?
If you speak to the why behind their search, not just the words they type, your content will work harder for you.
2. Make It Easy on Mobile
More than half of all health-related searches are done on phones. Your site needs to:
Load quickly
Be easy to read on a small screen
Have simple, clear navigation
If it’s hard to use, people will leave, even if you’re ranking well.
3. Keep Your Content Scannable and Helpful
Make your content easy to digest at a glance.
Use:
Headings that guide the eye
Bullet points to highlight key info
Helpful visuals like images or charts
This makes your site feel more useful, especially for people skimming during a busy day.
4. Use Visual Elements That Help You Show Up
Want your FAQs or reviews to show up in Google? Make them easy to spot and clearly laid out.
There are ways web designers can format this extra info (no jargon needed) to help Google display it more prominently in results.
If you have testimonials, FAQs or service details, make sure they’re front and centre.
5. Link Between Pages Like a Guide
Guide your visitors (and Google) around your site.
Mention your Services on your About page. Link to blog posts from your Home page.
And if you’ve got a great freebie or lead magnet, highlight it!
👉 Grab my free Google Search Secrets to learn five powerful fixes you can implement today to start building momentum the smart way.
6. Speed It Up by Simplifying Your Design
A slow site hurts your SEO and your user experience.
What slows things down?
Oversized images (especially banners and full-width photos)
Fancy animations or gifs
Too many font styles or a bulky logo
Simpler = faster. And faster = better rankings and more people sticking around.
7. Show You're Trustworthy
You’re asking people to trust you with their health. That trust starts on your website.
Make sure you:
Share your qualifications or certifications
Add testimonials or success stories
Be transparent about how you work
It builds connection, credibility, and helps your SEO too (Google rewards sites that show real authority).
Keep Going: Content Matters Too
Search experience optimisation is a game-changer, but it works best when paired with regular, valuable blog content that speaks directly to your ideal client.
If you’re not yet using a blog (or you’re not sure what to write), don’t worry, I’ve got you:
These two posts will show you how to use blog writing as a strategic tool for visibility, connection, and client growth, even if writing doesn’t come naturally.
FAQs
What is site health in SEO?
Site health refers to how well your website performs from a technical and user experience point of view. Think of it like a wellness check for your website.
A healthy site will:
Load quickly
Be secure (HTTPS)
Be mobile-friendly
Have no broken links or duplicate content
Strong site health supports your rankings and is a core part of SEO for health and wellness brands.
What is the ranking of a website on Google Search?
A website's ranking refers to where it shows up in Google’s search results for a specific query. The higher your site ranks (ideally in the top 3), the more traffic you'll likely receive.
Rankings are influenced by many things, from your keywords and content to how easy your site is to use. That’s why strategies like SXO are so powerful: they help you rank and keep people on your site once they get there.
What is Google E-E-A-T ranking?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it's a framework Google uses to evaluate your content.
For health and wellness websites, especially, Google wants to see that:
You know your stuff (experience + qualifications)
Others trust you (testimonials, features, backlinks)
Your content is accurate and easy to understand
Showing your E-E-A-T helps improve your visibility and builds client confidence too.
So what’s next?
Get in touch to enquire about the SEO Blueprint package.
If you’re not ready for the Blueprint level of support, I also offer an SEO Health Check which provides a clear and concise personalised report on your website’s current SEO status.
Or, if you’re ready to go ALL IN and invest in my fully managed, ‘hands-off’ SEO Partnership package, you can read all about that here.
And if none of this is where you’re currently at, but you plan to start learning about SEO to manage it entirely independently, then download my new ebook to get a step ahead.
5 Google Search Secrets walks you through 5 key steps I recommend to clients who want to improve their visibility on Google without throwing more time at Instagram or second-guessing their website. And you’re already a step ahead with the first one!
These are real, actionable steps that most SEO agencies wouldn’t share without a contract!
Click 👇 and Download the guide to uncover five powerful fixes you can implement today to start building momentum the smart way.
These are some of the behind-the-scenes actions I take for clients in my SEO Blueprint and SEO Partnership packages, now available to you, free.
Sam Ferguson is a website designer and SEO specialist for nutritionists, functional medicine practitioners, and women in wellness. With a unique blend of industry insight and technical expertise, Sam helps clients create impactful websites that attract, engage, and convert. When she’s not designing, you’ll find her sharing practical digital marketing tips to help wellness professionals grow their online presence with confidence.