UNICA
FORMO
Branding + website design studio
Office hours:
M-Th 8am-4pm est
Unica Formo, led by Jordin Brinn, specializing in personality-driven Showit website design and branding for creative service-based businesses in Ohio and Beyond.
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Nutritionist Website Design for a Modern, Insurance-Based Practice
Happy Trails Nutrition
Happy Trails Nutrition
The Scope: custom Showit Web Design
The Vibes: Warm, clear, and credibility-driven
The Industry: Insurance-Based nutrition counseling
For HT Nutrition, the goal was to create a modern, approachable website that simplifies complex information while building immediate trust with potential clients. This project focused on balancing professionalism with warmth, ensuring visitors can quickly understand services, insurance options, and how to get started.
Words from Jen:
COMING SOON
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Unica Formo Design Services
Before we get into the project, here’s a snapshot of how we help wellness professionals bring their brand visions to life. Whether you're building from scratch or ready for a full refresh, our services are designed to align your brand, website, and strategy—so your business feels like you and speaks to the clients you’re meant to serve.
• Custom Showit Website Design
• Mobile Optimization
• Foundational SEO
• Website Copy Guidance
• Showit Template Customization
• Design Day Intensives
• Ongoing Support Retainers
• Brand Identity Design
• Logo Suites (Primary, Secondary, Submarks)
• Custom Pattern & Illustration Design
• Color Palette & Typography Suites
The Challenge
HT Nutrition needed a modern, user-friendly website design for a nutrition practice that felt significantly more credible, clear, and conversion-focused than its previous version. The existing site felt drab and basic and did not fully reflect Jen’s experience, professionalism, or the depth of care she provides to clients.
A key priority was elevating the visual storytelling of the brand. Jen had strong pride in her own photography and wanted her imagery to play a central role in the website experience. The challenge was balancing that personal touch with a clean, professional healthcare aesthetic that still built immediate trust with potential clients.
At the same time, the site needed to dramatically improve clarity and navigation. Visitors had to be able to quickly understand services, insurance coverage, and how to take the next step without confusion. Because insurance can often feel overwhelming or unclear in this industry, it was especially important to present this information in a way that felt simple, supportive, and easy to act on.
Before
After
The Approach
We designed and developed a Nutritionist Website Design for a Modern, Insurance-Based Practice with a focus on clarity, trust, and ease of navigation; ensuring complex information is simplified without losing depth or credibility.
Jen’s photography was intentionally integrated throughout the design to bring warmth, personality, and authenticity to the experience. This helped balance the clinical nature of the industry with a more human-centered feel, reinforcing trust while avoiding a generic or overly corporate aesthetic.
To improve usability, the entire site was restructured around user experience and intuitive navigation. Content was simplified and reorganized so visitors can quickly understand services and next steps. A dedicated Insurance page was created to clearly outline coverage details, answer common questions, and even guide users on what insurance codes and information to request from their providers — making a typically confusing process feel straightforward and accessible.
To further support conversions, we implemented a persistent “Book Now” button across both desktop and mobile. This ensures users always have a clear, frictionless path to schedule an appointment no matter where they are on the site, significantly improving the ease of booking.
From an SEO standpoint, we implemented structured data (schema markup) across key pages, including local business schema and targeted markup for the insurance page. This helps search engines better understand the context of the site, improving visibility in local search results and strengthening organic discoverability for insurance-based nutrition services.
The result is a modern, strategically designed nutritionist website that balances warmth and professionalism, clearly communicates expertise, and removes barriers between discovery and booking.
