This case study covers ongoing social media strategy and management for a well-established Irish wellness business. For confidentiality, I’m keeping the brand anonymous, but the strategy and results are all real and fully documented.
The Challenge
In a wellness business, trust is everything. Before someone books a treatment or a class, they need to feel confident in the practitioner, their expertise, their approach, and the kind of experience they’ll have. Instagram is often where that trust is built or lost, long before anyone picks up the phone or sends an email.
This client had a strong reputation and a loyal client base built over years of practice. What they needed was someone who could translate that expertise and warmth into a consistent, professional social media presence, including content that educated potential clients, showcased the treatments, and gave people a reason to take the next step. All of it managed consistently, without adding to an already full schedule.
The Solution
The strategy was built around two things that work together: educational content that builds trust over time, and treatment-specific content that converts.
Educational posts build the kind of familiarity that makes someone eventually decide to book. People save them, share them, return to them. They don’t always produce an immediate click, but they do the slow work of making the practitioner the obvious choice when someone is ready.
Treatment-specific posts do the more direct work, driving profile visits and link clicks from people who are already interested and just need a nudge. The data across nearly two years has consistently shown that this strategy works.
Everything is planned, written, designed, and scheduled by me each month, with the strategy reviewed and adjusted based on what the data shows (what’s driving clicks, what’s earning saves, what needs rethinking).
The Results
All results below are from organic content only. No paid advertising.
The number that tells this story best is CTR: click-through rate, meaning the percentage of people who visit the profile and then click the link in bio. For a wellness business where a booking decision involves real trust and real consideration, that click is the moment someone decides they want to know more. Industry benchmarks for organic bio link CTR sit at 2–5% on average.
This account has never dropped below 25% in any single month across nearly two years of data.
The CTR across the full collaboration: most months it sits between 30–50%, with a few exceptional peaks well above that. This is the number that has held consistently through algorithm changes, seasonal dips, and everything else because the content is reaching the right people and giving them a reason to act.
Standout figures:
- 1,017 link in bio clicks in the first six months — including Q4, when organic reach is notoriously harder across the board
- CTR of 57% in August — more than half of everyone who visited the profile clicked through to the website
- 318 website clicks in a single month (August), up +116% from the previous month
- CTR of ~103% in September: an exceptional result that indicates people were returning to the profile and clicking more than once, a strong signal of genuine interest
- CTR of ~60% in November: a strong recovery after a natural dip at the start of Q4
- New bookings came in consistently throughout, with multiple new clients mentioning they discovered the business through Instagram
Conclusion
Nearly two years in, the CTR has never dropped below 25%. Most months it’s between 30 and 50%. Several months it’s been well above that. All of it organic, all of it built around a strategy that prioritises the right audience over big numbers.
For a trust-based wellness business, that’s exactly what Instagram should be doing: not collecting followers for the sake of it, but consistently moving the right people from the feed to the website to the booking page.
What the data shows across the full period is that even when reach fluctuates, the CTR stays strong. The people who find this profile are consistently motivated to take the next step. That’s what a well-built strategy looks like over time.
A CTR consistently above industry average, new bookings from organic content alone, and a presence that keeps converting even during the slowest months: this is what strategic social media marketing looks like in practice. If you want the same for your business, I’d love to hear from you. Use the button below to get started (based in Ireland, I work remotely with clients internationally).
A MATTER OF NOURISHMENT 