About Elizabeth Pace
I help coaches, therapists and wellness practitioners clarify their website messaging, copywriting and site structure, so the right clients feel recognised when they visit your site, and comfortable reaching out.
Prefer to listen? Here’s the audio version:
Your gift is helping others to thrive. Mine is helping your website show it.
Growing up, most of my family’s income came from running small retail businesses. After school and at weekends I’d help out.
This gave me a love for small business – that feeling of freedom and autonomy, but also an understanding of the amount of resilience and hard work needed to run one.
After finishing my studies, I drifted into digital content – writing and updating copy for websites. I enjoyed it and ended up specialising in content and user experience design – which just means that I wrote website copy that was relevant to the reader, easy to read, with a clear journey through the site.
Today I love walking into a shop or café and noticing what’s great about it and what could be improved. I feel the same when I land on a website, which I think of as the online equivalent of a physical store – I notice good visual design and a clear call to action, and I also see where the messaging confuses, where information is missing and where there’s a lack of a clear next step.
Using coaching skills as part of my work with practitioners
In 2016, a love of personal development and a curiosity about coaching led me to do a Diploma in Transformational Coaching with Animas Centre for Coaching. This training honed my observation skills and taught me how to ask the right questions and listen deeply to the answers.
At a coaching conference one weekend one of the speakers told us to “have courage” and get our services out into the world where they were needed.
Not long after, Donald Trump became President of the United States, and I found myself thinking back to the ‘have courage’ speech. Having grown up around small business, I knew that 'having courage' was only the first step for a practitioner to get their work into the world. But I also couldn't help thinking about how, if all practitioners had thriving businesses helping people with their emotional and physical needs, there would likely be far fewer Donald Trumps on the planet.
I love working with clients like you to help articulate your work and find the right words for your site. The bigger ‘why’, however, is that your work can make a profound difference. But to make that difference, people need to know you exist and understand what you do.
Why practitioners struggle with their website
Having gone through a coaching course myself, I know there’s little in the way of training on how to actually run a practice. I think we had one day tagged on to the end of our course where someone talked to us about marketing and how to get clients.
Websites were barely mentioned, even though it’s the home where all your marketing leads.
As a coach, therapist or wellness practitioner, your website has only minutes, often seconds, to communicate what you do.
If someone walks into a shop and it’s jumbled and they can’t find what they’re looking for, they ask the shop assistant. If someone visits a jumbled, unclear website, they’ll hit the back button and leave. They won’t email and ask if you can help them – it’s easier to visit the next practitioner on their list.
You love what you do and do it well. But you’re naturally so immersed in your own work that it’s hard to know if your website is clear about who you help and how.
I bring my content and user experience designer's eye to website messaging and copywriting, and a coach’s ear, to exactly this situation.
Your work ripples out
The world in 2026 has my attention… it feels like it’s up to something. Through the lens of world events, it looks, and is, chaotic and cruel. But underneath I sense hope and optimism.
Small is beautiful – and powerful. You’ll never fully know the impact your work has on the world. What you do helps to heal emotionally and physically, and that healing ripples out far beyond your clients – it reaches their family, friends and neighbourhoods.
Your website is often the beginning of that impact. Get it right, and it does the heavy lifting of building initial trust and understanding, leaving the visitor feeling safe and confident enough to make an enquiry.
If you’re a practitioner who’s unsure if your website is clear about who you work with and what you do, drop me a link to your website – I’ll take a quick look and let you know what’s working, and what could be improved.