How to Understand & Improve Your Client Experience

Whatever service or outcome you offer, you’re not just delivering a transformation - you’re creating an experience. And it’s this experience, whether someone works with you or not, that gets shared.

Every interaction tells a story. The clearer and more intentional that story is, the more trust you build with the people who are quietly watching, listening, and deciding whether you’re the right fit for them.

Here’s how you can design and improve that journey and become the first choice for your best prospective clients.

Why Client Experience is The Key to Business Growth

In health and wellbeing, decisions are rarely made on the spot – trust matters, and it can take time to build. The work you do is often deeply personal, so people need to feel seen, safe, and understood long before they say “yes.”

When I studied marketing, we learned that people needed seven touchpoints (where they see you or hear from you) before becoming a client. These days it’s more like fifteen, or more. That’s because we live in an always-on world where people observe quietly, gather information, and take their time.

The journey to becoming a client often starts months before any direct contact is made.

When your client experience is consistent, thoughtful, and value-led at every step, you create the confidence and trust people need to move forward.

Mapping Every Stage of Your Client Journey

Start by reviewing the full journey a client takes from first becoming aware of you, to how you communicate with them during and after working with you through your client’s eyes. What do they see, hear, and feel along the way?

Awareness: How Clients First Discover You

Where do people typically find you? Online? At local events? Through word of mouth?

Your website, social media, and marketing materials are often your first impression. Are they clear, consistent, and reflective of who you are and how you work?

Engagement: Building Trust Through Your Marketing

People usually need time to get to know you.

When I worked as a practitioner, I noticed that many clients took six months or more from discovering me to finally booking.

Recognising this, my colleague Claire and I created a library of over 50 podcast episodes, ran free talks, and sent regular emails. All designed to build familiarity and trust at their own pace. Then, when clients were ready, they already knew us and felt confident we were the right practitioners for them.

Booking: Make the Process Smooth

Is it easy for someone to book with you?

If your process feels confusing, slow, or clunky, it can unintentionally create doubt. Clear calls to action, straightforward forms, and friendly communications go a long way in reassuring people they’re in good hands.

Delivery: How Clients Feel While Working with You

Once someone starts working with you, what’s their experience like?

In my own practice, we also had welcome materials and clear structures in place to help them feel supported and cared for throughout. We also gave clients small, symbolic gifts, like a little Bud Duck keyring, as light-hearted reminders of their resilience and capacity to bounce back.

Follow-Up: Aftercare and Long-Term Connection

Your relationship doesn’t end when the service does.

How do you stay in touch? Are you sending useful resources, seasonal check-ins, or invitations to return? Long-term connection builds loyalty and turns happy clients into advocates. These clients will be your best marketers and provide testimonials that help others to see you as their best choice.

Tips to Enhance Client Experience at Every Stage

Here are a few practical ways to improve how clients experience your business:

Use Simple, Consistent Systems

From booking to follow-up, aim to keep things smooth and easy. Use systems that work for you and your clients. One of the best ways to do this is with a scheduling software like Acuity, Calendly, or my personal favourite, TidyCal. They allow your clients to book appointments immediately and at a time that's convenient for them.

Communicate Clearly and Proactively

If something changes, let people know. Set expectations and deliver on your promises. It builds trust quickly.

Test Your Process from the Client’s Perspective

Walk through the full journey - or ask a friend to do it. What feels clunky? What’s missing? Where could you surprise someone with a thoughtful touch?

Delight Your Clients with Unexpected Value

Exceeding expectations doesn’t need to be grand or expensive. Often, it’s the small gestures that leave the deepest impression - a personal check-in email, a handwritten note, or a thoughtful resource shared after a session.

When clients feel genuinely cared for, they’re far more likely to return and recommend you.

Next Steps: Reviewing and Refining Your Journey

Improving your client experience isn’t a one-time task — it’s an ongoing process. Here’s how to begin:

• Conduct a client experience audit - Map your full journey and highlight every client touchpoint.
• Ask for feedback - A short survey or simple “How was that for you?” conversation can reveal valuable insights.
• Review and update systems - As your business grows, your systems may need to evolve. Make space to review and refine as you go.

Is The Holistic Hub Mastermind Right for You?

If you're:

• Craving clarity and consistency in your marketing
• Tired of figuring it all out alone and want to be part of something bigger than just you
• Looking for supportive guidance from someone who gets it
• Ready to grow a business that works for your life, not against it

…then this could be your next step.

Doors are open for September 2025 starters, with just eight spaces available to keep things focused and intimate. You can find the full information here.

Let’s Have a Chat

Curious? I’d love to talk. There’s no pressure, just a chance to explore whether the Holistic Hub is the right fit for you. Book your call here.