Melissa Boufounos is a Certified Holistic Nutritionist who works primarily with hockey players and athletes. She’s built a reputation in the sports nutrition space, runs an established business, and is known for being a straight-shooter with high standards (and a no-BS attitude, in the best way).
She originally built her website herself back in 2015. It had served her well over the years, but it was time for a serious refresh—something more modern, polished, and strategic. That’s where I came in.
Web Redesign Project Overview
Initial Assessment: Melissa’s site had good bones—she had been maintaining it herself for years—but some elements were starting to show their age. She didn’t love the layout or design anymore and didn’t have the time (or desire) to figure out how to fix it.
“I wanted a professional refresh so that it wouldn’t look like I designed the website myself.”
Branding: We didn’t touch her logo or color palette much, but the goal was to elevate the visual aesthetic so it looked clean, sharp, and like the go-to resource for hockey performance nutrition.
Offers: Her offers were already clear, but we made strategic updates to the layout, copy, and flow of each page to better guide visitors and increase conversions.
SEO: Her site wasn’t completely unoptimized—but there was a lot of room for growth. We added structure, optimized keywords, and made technical updates that laid the groundwork for consistent organic traffic growth.
The Nutrition Website Strategy Plan
Melissa was already on WordPress, and we kept it that way—building the new site on a Flywheel demo so we could iterate quickly and test everything without disrupting her live site. She had a strong brand board and a solid foundation, but we wanted to give her website structure and SEO a serious boost.
Here’s what we focused on:
- Long-form copy: Every core page had 700+ words to give Google the context it needs—and give site visitors the clarity they need to trust and convert.
- No popups: We skipped the popups and focused on seamless, distraction-free flow.
- 3 clear offers, 3 clear CTAs: Her home page now clearly points to her three key offers—workshops, brand spokesperson work, and the Hockey Nutrition Playbook—with space for short, benefit-forward blurbs for each.
- SEO-friendly blog setup: We prepped her blog with a modern template that mirrors what she liked from others in the space. She’ll start posting when she’s ready, but the backend is already structured for SEO.
- Optimized service pages: Each offer got its own page with SEO-rich copy, compelling headlines, and embedded forms with custom questions—making it easier for people to inquire and easier for Melissa to pre-qualify leads.
- Content that matches her authority: From writing out credentials and values to embedding IG reels and adding brand callouts, we made sure the copy and layout reinforce her as an expert in the athletic nutrition space.
- Better UX everywhere: We consolidated testimonials, made her Amazon shop and freebies easier to find, removed clutter, and moved her contact page to the footer so people always know where to find her.
Every piece of this website was designed to look better, function better, and rank better—and it’s already doing all three.
Final Website Design Highlights
Here are a few features we implemented:
Service Page Layouts
Each of Melissa’s services—like 1:1 coaching, workshops, and brand partnerships—got its own dedicated page. We gave every page an optimized URL, strong headline, benefit-driven copy, and visuals that matched the offer. This not only improved SEO, but made it easier for visitors to land on the exact offer they need and understand how to take action.
Instead of cramming all her services onto a single page, each one is now positioned as its own destination—making it easier to rank in search and easier for leads to self-select.
Clear Calls to Action
We made sure that every page on Melissa’s site leads somewhere—whether that’s applying for coaching, booking a workshop, or reaching out for a brand partnership. Each CTA is specific to the page it lives on, so there’s no confusion about what to do next.
From “Apply Now” buttons on her coaching page to inquiry forms for media work, the site flows naturally from content to conversion without dead ends or guesswork.
Elevated Authority with Dedicated Brand & Media Pages
Melissa’s media presence and brand partnerships were already impressive—but her old site didn’t really showcase that. Now, she has dedicated pages for her brand spokesperson work and press features. We included a detailed list of services, past media appearances, and screenshots of her IG content to reinforce her credibility as a go-to expert in the industry.
By giving her authority the spotlight it deserves, her site now positions her not just as a practitioner—but as a recognized leader in the sports nutrition space.
Website Plugins Used:
- CookieYes GDPR Cookie Consent
- WP Forms
- Divi Supreme Modules
- Google Analytics Dashboard for WP
- Rank Math SEO (aff link)
- WP Rocket (aff link)
Website Results + ROI
Melissa had great offers. A strong reputation. And a loyal audience.
But her website wasn’t fully doing its job—until now.
With the overhaul, we gave her:
- A more professional, polished first impression that builds instant trust
- Clear, benefit-driven messaging for each service
- Thoughtful page layouts that guide people to take action
Now, even people who’ve never followed her on Instagram or joined her email list are landing on her site and saying: “Yes, this is exactly who I need.”
Here’s what has happened:
- $10,000 in revenue directly from her website, even when she wasn’t blogging
- $6,000 contract with a sports league across the country
- Increased course sales from people who weren’t on her email list or following her on social media
- New leads from across Canada, many of whom found her via search
“In the past few months, I’ve had a lot of client and team work come in from people who have never followed me on social, aren’t on my email list, etc.”
I still haven’t even started actively blogging!”
Melissa now has a website that doesn’t just look better—it works better, too. And the results speak for themselves.
Did you know? Research shows that 75% of users judge a company’s credibility based on its website design.
If you’re ready to transform your website and boost your online presence, contact me to see how I can help.
Final Website Design Reveal
