Meet Jo, founder of Eat Love Live
Jo Money has built one of Melbourne’s most respected non-diet private practices. Eat Love Live is known for eating disorder care, for working with complex presentations, and for being an attractive workplace for clinicians with similar values.
Beginning with just Jo as the solo clinician, Eat Love Live has grown into a multidisciplinary practice comprising dietitians, a psychologist, a physiotherapist, a family therapist, and eating disorder carer support.
The Eat Love Live website? Jo was DIY-ing the same one she’d had built back when the business first started 16 years ago.
“I just need someone to fix it for me”
While Jo admitted that she kinda liked getting behind the scenes and tinkering with her website, she was holding it all herself, without the technical skills or bandwidth to fix it, while also managing a team of over 15 clinicians and support staff.
Jo shared her concern that the website being big, too wordy and “like a rainbow threw up on it” was making for an unpleasant user experience, especially for neurodivergent visitors.
And 16 years of ad hoc updates had produced:
- a chaotic digital presence that made it difficult to navigate once you arrived and unclear about what the practice offered
- team information lived in multiple places independently, so every time a clinician joined, left, or updated their availability, someone had to manually update everything, everywhere
- deleted pages still appearing in search results, sending visitors to error pages
- no on-page SEO, yet metadata referenced “healthy eating, exercise and dieting” which was completely at odds with Eat Love Live’s approach
- a catch-all nutrition and dietetics page that wasn’t capturing the depth and breadth of the team’s experience
- a decline in search performance
The kicker: the point of conversion—the appointment booking page—wasn’t mobile-friendly.
And from a business perspective, Jo knew Eat Love Live had a solid reputation in Melbourne for providing nutrition support for eating disorders; however, she was in the process of building Eat Love Live into a weight-inclusive multidisciplinary practice, so that clients could have all their needs met within the one practice.
She’d reached a point where the gap between the quality of her practice and what a visitor encountered online had grown too wide to ignore.
“We knew Nina was on the same page from the beginning.”
Jo trusted my understanding of the allied health and anti-diet space, and was confident I could take responsibility for the technical and strategic backend without needing to be briefed on weight-inclusive values.
What an allied-health full website redesign involved
Jo was after a website that was clean, calm (but still colourful), clear and optimised to reach a larger online audience, so I recommended my All-In-One website package to make sure we could cover off strategy, website architecture, SEO, copy along with the design and build.
Full platform migration
The project required a full platform migration: out from a proprietary content management system and into WordPress, where we would have the flexibility to create something completely custom to fit the needs of the business and website visitors.
Architecture and copy restructure
The existing site had a whopping 42 pages and 80 blog posts.
So, I streamlined the structure with a smoother user journey in mind, copyedited every page to remove the big slabs of text and make it web-friendly, while retaining Jo’s kind, compassionate, and concise voice.
I also recommend that we create separate service pages for eating disorder dietetics and general dietetics given Jo wanted the practice to be known for more than ‘just’ eating disorders.
Bespoke team infrastructure & booking page
To solve the problem of reception staff manually updating team information in multiple places every time something changed, I built a team database that holds clinician bios, specialities, age groups, booking links and availability all in one place.
This info feeds through to every team-facing page on the site—the individual bio pages, the team archive, and the Book an Appointment page, complete with filtering so that visitors can quickly find clinicians according to profession, appointment type and availability.
Now reception staff can make one update in one place, and the change will be reflected right across the website.
The same approach was used to build a custom job listings post type, so Eat Love Live can advertise positions in a consistent, on-brand way.
Oh, and the new Book and Appointment page now works perfectly on mobile.
Retained the original Eat Love Live branding
The brief wasn’t to strip everything back and start fresh. Jo had no interest in ditching the Eat Love Live branding— the unmistakable visual identity the practice had built over 16 years. The problem wasn’t the palette. It was that the old site had deployed all of it, everywhere, all at once.
The new design keeps every bit of that colour and character but gives it space to breathe. Thoughtful layout, considered placement, and a lot more white space means the patterns feel like a design choice rather than a sensory overload.
Designed & built to best practice
At launch, the site scored 100/100 across Performance, Accessibility, Best Practices, and SEO on mobile (where over 60% of browsing occurs these days)
The website carbon rating came in at A—cleaner than 83% of all pages globally.
What’s happened since launch
Jo shared that May, June, and July—the first three months after launch—were the biggest consecutive months in the practice’s history.
Jo had set a goal at the start of the year of reaching around 120 client sessions per week. By August 2026, when we caught up to chat, the practice was running at 130—with 154 already booked in the following week and 563 sessions booked in total for the month of August.
Jo credits the improvement to a combination of things: internal process changes and the website working the way it was meant to.
Clients are now using the website to triage themselves and book online without needing as much admin support.
The search metrics back up what the business is already feeling. Some of the highlights included:
- Within the first seven days after launch, website clicks had increased 56%
- Improved click-through rate from 4.1% to 5.3%
- Improved average Google ranking position from 15.3 to 13.6
- 34% increase in website visits through Google Business Profile
- Keyword rankings grew from 908 in January to 974 in July
- Keywords with informational intent (belonging to browsers, not buyers) dropped from 41% to 35%, while local keywords grew from 25% to 29.5% and those with commercial intent from 15% to 18%. That shift—toward people looking for a specific service in a specific place—is exactly what the architecture and on-page SEO work was designed to drive
- A mobile-friendly booking experience that clients can actually use, and do!
Most importantly?
The website finally reflects the warmth, professionalism and care people experience when they walk through Eat Love Live’s doors.
