Healthy-ish

// Custom Website experience

Showit + WordPress ·

Wellness & Nutrition

Healthy-ish with Emma Petersen

Emma Petersen built a loyal Instagram following over a decade as a food and fitness creator from London. But as her business evolved, expanding from recipe development, two cookbooks, to a nutrition coaching practice, her digital presence hadn't kept pace. She needed a website that could hold the full weight of what she'd built and turn curious followers into paying clients.

Brand story:

The brief was clear but layered: design a website that professionally positions Emma within the wellness industry, showcases her range as a creator and coach, and converts social traffic, largely arriving on mobile, into real business. All without losing an ounce of her bold, high-energy personality.

The challenge:

Website Strategy and Creative Direction
UX Strategy and Sitemap Architecture
Custom Showit Site with WordPress Blog Integration
Fully Responsive Design, Mobile-First Approach
Image Optimization and Asset Preparation
Domain Setup and Third-Party Integrations
SEO Foundation Setup

scope of work:

Every site I build is designed for you to actually live in. I design in Showit so you can update your own content with confidence, no technical background needed. Your project also includes a personalized walkthrough and post-launch support so you're never left figuring it out alone.

My Creative approach:

The design direction leaned into Emma's existing brand energy: bold color, dynamic layouts, and a warmth that pulls you in immediately. Every page was built around a strategic conversion flow, guiding visitors from her story into her services without friction.

Because the majority of Emma's audience arrives from Instagram on mobile, the mobile experience was designed with the same intentionality as desktop, not as an afterthought. Every section, animation, and interaction was considered for both screens equally.

Blog page

While the Showit platform handles the design, WordPress powers the blog. The result is full creative control over every visual detail, without sacrificing the SEO performance that a recipe and wellness content strategy depends on. No compromises between aesthetics and function.