Veronica Filosa — Registered Nutritionist
Client
Veronica Filosa — Registered Nutritionist
Role
UX/UI Design · CRO · Copywriting · Framer Development
Duration
6 weeks
Scope
Research · Strategy · Design · Copy · Development
The Market
A nutritionist with 3 years of experience, no established brand, and a crowded market of unregulated professionals. The goal was to build a landing page that converted visitors into real bookings — standing out from generic competitors while communicating clinical authority to a skeptical target audience that had already failed previous nutrition programmes.
Identify the Target - Research
Starting from qualitative research on Italian forums and Reddit, I mapped the real pain points of the target — adults 40+, younger women with disordered eating — and built a content strategy around the PAS framework (Problem, Agitate, Solution). Each section answers a specific objection: credentials remove distrust, pain points create emotional recognition, the bridge section explains the difference from other nutritionists, and the process removes uncertainty about what happens after the click.
Design for Users
The design follows a warm, editorial direction — Raleway typography, a terracotta and sand palette, no sharp edges. The initial prototypr went through three iterations before reaching the final layout, optimising the review card position, pain point structure and the bridge section. The landing page was built with exposed colour and font variables, CMS collections for testimonials, blog articles and credentials, and a booking embed system compatible with Cal.com.
Optimizing the Flow
Built entirely in Framer across three breakpoints (1200px · 768px · 390px). Cal.com integration in the Final CTA section via inline embed — zero redirects. CMS collections for testimonials, blog and credentials. Full copy written in Italian with SEO optimisation for high-intent keywords.
Landing Page
Live site at veronicafilosa.it with a fully documented CRO structure, active booking system via Cal.com, and three blog posts with downloadable PDF content for organic lead generation.