As a dietitian, if you’ve never worked with a web designer before, it can feel really intimidating. I’ve designed a website for dietitians many times. What is the process REALLY like? What’s included, what’s not? So, I decided to interview one of my dietitian clients, Kim Rose, who had me re-design her logo and website.


Jessica:                 Hey everyone, welcome back to the Digital Lounge podcast. I’m excited today. We have another guest, a friend, and a client of mine. And we’re going to be kind of talking about two different things. We’re going to do a little bit of a behind the scenes of what it’s to work with me and get a dietitian website. But then we’re also gonna take a little bit of a behind the scenes look at Kim’s business and some things she’s doing. So I’m really excited. Thank you so much Kim, for being here.

Kim Rose:            Thank you for having me Jess. Hi everyone.

Jessica:                Yes. Okay. So why don’t we start off with you introducing yourself? Tell us about your business, when you started, all that fun stuff.

Kim Rose:            So my name is Kim Rose. I’m more popularly known as Kim Rose Dietitian on social media. I am a registered Dietitian nutritionist and a certified diabetes educator. So I started my business, Kim Rose Dietician LLC approximately last year. And the reason why I started my business, a provider, a doctor came up to me and they stated that they want their clients, they want their patients to come and see a dietitian. But to go through the middle man or to go through the hospital or the clinic was going to cost their client way too much money out of pocket. So then that physician challenged me and he said, “Well Kim, what are you gonna do about this?” And to be honest with you, I didn’t take him seriously. I was like, “Private practice, that’s not for me. That’s not something that I’m interested in.” But as I started seeing how many patients that could not see me, I was just overwhelmed.

Kim Rose:            So I decided I wanted to give back to my community. So I first started my LLC as something local within the small little retirement community that I live in. And then I said to myself well gee, why only impact my small little community? Why not impact everywhere?

So then I decided to make an Instagram account and to spread the news of diet and nutrition, and the different things that it can do for individuals that have certain conditions such as diabetes, which is my favorite topic. Or heart disease and high cholesterol.

Jessica:                 I love it. And I love that that position challenged you because they saw a need that you could fill. So I’m glad that you followed that and decided to start your business, ’cause then we got to connect and become Instagram friends. We did a YouTube collaboration last year, and then obviously most recently we worked together. But I don’t think I knew that you started so recently. I thought you had been in business for a few years.

Kim Rose:            Yeah, a lot of people tell me that, but it’s actually recently. I’ve been doing YouTube videos for a while, but I didn’t start my LLC until last year.

Jessica:                 Maybe it was because of all of your YouTube videos. I thought you had been in business longer. But hey see, YouTube helped build your authority and I thought you’d been around here for a long time.

Jessica:                 So diving into your business. So you first did your dietitian website yourself when you started your business.

What made you decide that you wanted to hire it out this time and have someone else do your website?

Kim Rose:            So when I created my dietitian website, I clearly remember where I was. I was sitting at my coffee table, and it was the middle of December and I gave myself, “Okay Kim, you have two weeks to work on this.” And I am not by any a technologically savvy person. So to learn things that have to do with technology and learning curves and plugins, and SEOs and all these other things, it was stressful to say the least. For lack of better words, it was stressful. And I knew for a while Jess that you had, you’re a web designer. I knew that this was your expertise. But to be honest with you guys, I’m frugal. My nickname is Frugalita, I am so frugal. And then I just kept looking at your designs as you started creating some of my other colleagues’ websites. I was just like well gee Kim, her stuff is on point. I did my research. I really did. I went to different individuals like, “Hey, can I see your portfolio?” And I kind of stalked you for a little bit, Jess. I went on your websites, and I was like, “Let me see what her PDFs look like. Let me see what her logo designs look like. Let me see what her website designs look for different kinds that she’s worked on in different niches from my own,” just to gather a feel.

Kim Rose:            I said you know what? I am going to hire Jess. Now to be honest with you, oh my goodness. Only if you guys know. At first, just to be frank and put myself out there. As I said, I’m a very frugal person. I was a bit intimidated of your prices. But when I started working with you, I was like, “Oh my goodness, I need to put her in my bank account.”

I was so pleased and I am very still pleased. Everyone that says, “Who made your dietitian website?” I’m like, “Girl, Jess Creatives. Do you not know about her?” It was like a burden was lifted off of me. The way that you were able to just dive into my brain and say, “Okay, Kim may like this. She may not this. She likes this color scheme. She likes this format.” Because I’m a control freak. And the way that you just smoothly did everything, just honestly guys, I’m just overwhelmed about it. I need a minute.

So what I love is that you did your research and you talked to other people, because that’s an important part of getting a website.

I don’t want this episode to just be like hire Jess, she’s absolutely [crosstalk 00:06:33]. I know that’s what you were just saying. But, I may not be the best fit for everyone. I know that upfront. I turn people away because I’m like, “We’re not going to be a good fit.” Whether it’s the type of website, your personality, whatever it is. So it’s important to do that research and to look at other people’s portfolios, because my style might not fit someone else’s style. So I think that’s an important part. Now did you actually talk to other designers, or did you just look at other designers’ portfolios?

Kim Rose:            I looked at other designers’ portfolios. I know one designer, one person that you did was [Jezelle 00:07:14], can’t remember her last name right now. But I think I maybe shot her a quick text message here and there. Just simple questions asking her how it was to work with you. Just gathering feedback. And so funny, after you finished working with me, other individuals that are in the dietitian community sent me text messages as well like, “What was your experience working with her? I’m looking to work with her.” I’m like, “Girl, she is solid.”

Jessica:                 Well thank you.

Kim Rose:            Yeah, that is a thing. Definitely doing your research, not just getting a web designer or a graphic designer that they’re cute or you the way they dress. So yeah, I’m going to hire them. But definitely knowing is this someone that I may feel comfortable with?

Kim Rose:            And then also, you’re easy to approach. And as I stated earlier, I’m a control freak. So the fact that I felt comfortable with like, “Hey I don’t this, this logo, I don’t like this color. I don’t like the structure of this page.” It was seamless. And I just love that.

Jessica:                 And you will not be the first client that I’ve had that is a control freak. That is super common. And I know from experience in just being in business for several years that that is one big fear that people have with working with designers, that they’re like, “How do I know that they’re going to design something I like? How much say do I have in this process? What if I don’t like it, then what happens?”

Kim Rose:            Right.

Jessica:                 So did you have any other fears about going into the process besides the control aspect, or was it really just making sure this is going to be something I like?

Kim Rose:            I guess my other fear was, and I don’t know why I thought this. I think the reason why I thought this is because before I hired you, I was about to put down a deposit on another web designer. She basically told me, “Hey, you’re going to have to do this and this and this by yourself.” And I’m just like, what? So my other favorite part of working with you before I saw your whole entire contract and everything else was you were going to be like, “Okay, I’m just going to only take you this far. I’m not going to be there if you have any hiccups.” ‘Cause again, I don’t know anything computer related. I barely know how to function my iPhone guys. So the fact that you’re still there for me. I feel like oh my goodness, Jessica is my internet best friend. I can lean on you. The other day, story. What did I disable Jess?

Jessica:                 Your domain. The way people access your website.

Kim Rose:            Yes. And guys, don’t ask me what I was doing. I don’t know how I did it. But by that time, I was finished working with Jess. So I contacted the support and I was like okay, they’re taking forever to get back to me. So let me contact Jess. And Jess was like, “You didn’t deactivate your domain, did you?” I’m like, “Yeah, I think I did.” So you told me exactly what to do in a matter of two hours versus 18 hours waiting for technical support to chip in. So I really like that. I felt like you’re still there for me. You’re still rooting for me. You’re still in my corner. So I really, really love that.

Jessica:                 And you’re not on a retainer. I always tell my clients when we’re at the beginning, sometimes this comes up at the beginning when they’re inquiring about working with me. Sometimes it comes up while we’re working together, and sometimes it’s at the end and I’m like, “Okay, we’re done.” I always tell my clients, “I’m here as much as you want me.” If you have a quick question, where’s that button again? Or I disabled my domain. What do I do? If I can answer it very quickly in five minutes via email, then I will. I’m not going to be like, “Well first you have to sign this contract and pay me x amount of dollars, and then I will answer your question.” So I say I’m here as much as you want me. If you have quick questions, I’m happy to help. If you decide, “I know you taught me how to add a page to my website, but I don’t really want to. Can I pay you to do it?” Then I can do that as well.

So I just have a strong belief that it’s totally pointless for me to build this great website for my clients and then, you’re not empowered to actually edit or manage it yourself.

No, I wanted this to all be in your hands and empower you so that depending on your budget, you can get the help you need when you need it.

Jessica:                 So before we started this process, at the very beginning after you hired me, I had you fill out this questionnaire about your brand and your business. And this is something all of my clients fill outs so I get a really good grasp of what your business is about, who you serve. All the important details that go into creating a logo and a website. And then we have a call to discuss everything on the questionnaire and answer your questions. So I would love to know from your point of view what this part of the process was like. Was it difficult? Was it easy? Did you learn anything new about your business in the process? Or did you think about anything like I need to keep that in mind for the future?

Kim Rose:            So the paper that she had me fill out to be honest with you, it was a little intimidating.

Jessica:                 It’s a little long, it’s a little bit long. I’m not going to lie.

Kim Rose:            It’s long, and it was, I really didn’t know what direction I wanted to focus my business. Because, I’m doing YouTube, I have students, I have personal clients, I was doing menu analysis. So I kind of felt that I needed to tell you all of that on paper. And I was just trying to organize that in my mind and figure out, “You’re asking me all these direct questions, but I have several different answers because I have multiple niches.”

So our first phone call with you, it actually gave me some clarity, and it gave me some confidence as a business entrepreneur. And I kind of feel like you’re a female entrepreneur, I’m a female entrepreneur. So you understood the business aspect of my mind. The input, you weren’t just there as like, “Okay yeah, I’ll take your money and design your dietitian website.” You were like, “Okay Kim, I don’t think this is a good idea because XYZ XYZ.” To have you there telling me that and I’m like, “Well yeah, that kind of makes sense. It just doesn’t go along with what you’re promoting on social media. It just doesn’t fit your niche. You’re doing several different things. You need to narrow.” And I just really love that, I did. It allowed me to really see, though I have two niches at this time, I had multiple before. It allowed me to focus and hone down on what I really want. And you were there in my corner like I know you have this idea, but consider this because X, Y, and Z.

Kim Rose:            And the fact that you would explain yourself, you wouldn’t just be like, “Well yeah, I’ve been doing this for X amount of years and yeah, it works.” You were able to give me the reasoning. And I’m a methodical person, so you have to walk me through the steps. You have to tell me your reason why, I have to process it and then see and understand your perspective in order to make an appropriate decision. So each and every single time we spoke I was like, “Yeah, that makes sense. Why didn’t I think of that?”

Jessica:                 Sometimes we just need an outside perspective. Even me, sometimes I’m talking to my business friends and they’re like, “Well that doesn’t really, why would you do this? You should do that.” And I’m like, oh. So I’ll need an outside perspective.

Kim Rose:            Exactly. And that’s what I really liked throughout the whole entire process. You were there not just like, “Okay yeah Jess, I want this, and this, and this, and this.” For instance, I’m going to give you guys an example.

Kim Rose:            Okay. So on my about page, there is a line that is under the word about, and I thought that line was supposed to be in the middle, pull people’s attention to it. But when I said to Jess, “Hey, I like that line to be moved in the middle,” Jess was like, “But consider this. Studies have shown that left side justification actually gravitates people’s visuals use instead of everything being centered.” And for me to have that science, everything on my life is left justified.

Jessica:                 Yes, yes, yes, yes. I feel accomplished now. Anybody listening right now, text should be left justified whether it’s in a word document or on your website. Now the exception can be if it’s a one line text, if it’s a headline or something. There are certain instances where it is okay, but if I come to your home page and there’s three paragraphs and they’re all center justified, center lined. No, don’t do it. There is research that shows it is easier to read left justified text. And the nerd in me loves some of the research and science behind design decisions. And so many people think, “I’m just going to use these colors, and use these fonts, center my text.” There’s a lot of stuff in design that research shows this makes it easier to read. That makes it easier to read. This makes it difficult.

Jessica:                 There is a study that shows certain fonts make instruction manuals easier to read. Not just in the sense of like, I can’t literally read this, when you can’t read someone’s handwriting ’cause it’s so sloppy. Not in that sense, but people are more open to reading instruction manuals when it’s a specific font, rather than other fonts. That’s how much science there is behind design. I wish I could remember what the font is right now. I think it’s Arial maybe, but don’t quote me on that. But there is research that shows that.

Jessica:                 So sometimes, I think people think that when I’m telling you on Instagram or my blogs or videos like, “Hey, you should do this.” And maybe that’s my fault that I should mention that there’s research that shows this. But when I’m like, “Hey, you should use this font or avoid these color combinations.” They’re like, “That’s just Jessica’s preferences.” No, I’m really telling you that this and this are good design decisions for specific reasons.

Kim Rose:            Exactly. And I really appreciated that throughout the whole process. Even with designing my logo, I gave you some examples of logos that I like. And you’re like, “Kim, this specific font and this specific design for this logo doesn’t really go because you’re not talking,” I wanted a logo that had flowers in it. And you were like, you put it nicely but you were like, “How in the world are you going to talk about flowers and roses?”

Jessica:                 I didn’t say how in the world, but…

Kim Rose:            Right. You didn’t. You didn’t. But I at least started thinking well gee, you said it nicely, but I’m just thinking yeah, Jessica’s right Kim, how in the world? Get your mind right Kim, get your mind right.

Jessica:                 And the other thing we talked about with your logo was you showed me some really great examples. Sometimes, ’cause I always ask clients for gimme examples of logos you like and dislike just so I can get a better feel for what you’re wanting, and we can take what your brand is really about and your preferences, and blend that together in a logo for you. And you gave me some really great examples, but they were very sophisticated. And not that you weren’t sophisticated, but your brand is more casual like mine. You were like, “I really like this one.” Then you sent some more, and I’m like, “These are great logos, but these aren’t a good fit for your brand.”

Jessica:                 So we had to find that balance between it does look really sophisticated. It’s a similar kind of layout and similar fonts without it being too sophisticated to match the feel of your website and your brand as a whole.

Even your copy ties into how your brand and website is perceived, and your copy is really nicely written.

It’s very casual and approachable. So if we have this really fancy logo and then a certain color palette and then you see the copy, it can feel really disjointed.

Kim Rose:            Right.

Jessica:                 So you and I worked through that to find a nice balance of sophistication but casual, and still something that we both liked.

Kim Rose:            Definitely. And every time I see it I’m just like [inaudible 00:21:27].

Jessica:                 I’m glad. I’m glad. So let’s shift gears a little bit, because I want to talk about your business specifically. Now part of what we talked about in that strategy call and just throughout the process was including more social proof on your website, especially because you have some universities around the country who utilize your trainings. And I’m like hello, we need to have this information, point it out on your website. And now there were some restrictions of what exactly we could include because of the universities and copyright, and all that kind of fun stuff. But what I want to know is how did those relationships come about? How did your trainings become a part of some classes at different universities?

Kim Rose:            So that came about through YouTube, which is a great platform. Great platform. I can talk to Jess for hours about YouTube because we both have very strong opinions on this. So five years ago, four or five years ago when I created my YouTube channel, I noticed that not a lot of dietitians were on YouTube. Because YouTube is not, in my opinion, it’s not as friendly as Instagram.

Jessica:                 Yes.

Kim Rose:            It’s not as friendly at all. So I just said you know what Kim, just start creating some videos that you had struggles with as a dietetic intern or a dietetic student. So because of that, seeing that YouTube is just the number one video platform in the world, I started creating these videos and then I started getting traction from professors that would just email me and tell me that they use my resources in class. And I had different students send me snapshots via email of, “Hey, we’re watching your videos in class today.” And I’m like oh wow, that’s awesome.

Kim Rose:            So speaking with you, I never even thought about these testimonials on my website until you were like, “Hey Kim.” To build up your brand. Because again, you’re more than just a web designer. You’re a cheerleader in my corner rooting for me me, navigating me through the aspects of business. So you said, “Why don’t you reach out and get some testimonials?” And at first I was so scared ’cause testimonials isn’t something that I have ever asked anyone to do before. But when I decided, “Yes. Kim, do it, do it, do it. It’s a great idea. It will give you credibility. It will hone in on specifically the audiences that you want.” It was so simple. Everyone was like, “Yeah, sure.”

Jessica:                 Of course.

Kim Rose:            Yeah. So yeah, I definitely thank you again for encouraging me to do that. And I feel it makes the website just a little different from the previous website I had before. In the previous website, yeah I had cute pictures and whatever. But now I feel like okay yeah, I’m getting in the down and dirty of this business thing, which I’m still navigating and I’m still learning. But I really felt like you are more so to me like a coach, prepping me and telling me. So I love that.

Jessica:                 Well that’s good. That’s why it’s important, and obviously I am bias because I am a website designer and make dietitian websites. But that’s why it’s important to work with someone who does this day in and day out. Because I think of the things that no one else does. When I mean no one else, I mean people who aren’t web designers. I’m not saying other web designers don’t think about this stuff too. It’s important. And whether it’s testimonials from clients or universities, that’s important. Whether it’s just a client, that still has merit and that’s still important social proof to have on your website. And it’s also important for anyone listening if you have been featured anywhere, if you have been on podcasts or featured on blogs in articles, magazines, whatever. If you have been featured, have that listed on your website. That also gives you credibility.

Jessica:                 And it just shows people care about what she has to say. It doesn’t have to be, obviously if you’re on Forbes magazine or something, let’s make sure [inaudible 00:26:22]. But even if it’s not, it still shows if you are in your local newspaper, you’re on your local news channel or morning show, whatever, that’s still important. Don’t feel like it’s only the whatever newspaper for my county. Hello.

Jessica:                 I always think about as a business owner myself, I have had a lot of different features on podcasts and blogs. And honestly yes, some are bigger than others. But I always share them on Instagram or Facebook, whatever. And it never fails that friends who are not business owners may see my post about I was on this podcast or whatever.

Jessica:                 And they’re like, “Jessica, that was so cool on that podcast, you were on that blog post.” I’m like yeah. Yes, [inaudible 00:27:18] no feature is a bad feature. But you’re acting like I was on Forbes magazine or something, and I was not. So it’s always important to show any kind of social proof you can on the website. So I’m really glad that we added this to your new website because I think it’s awesome. Not just think, I know that it’s awesome that universities are reaching out to you and wanting to use your training. And it also shows the power of YouTube.

Kim Rose:            Right, exactly.

Jessica:                 Like you said, we could talk about that forever. Now, something else that we had talked about, and I know you’re working on. And I think this really, really cool, is you are working on adding Spanish translations for your products on your website. So what made you decide to do this? And I’d also love to hear how you went about doing this. How did you get, or how are you getting these products translated in case someone else wants to do that too?

Kim Rose:            Sure. So why did I go about doing this? So there’s a lot of my clients who are Spanish speakers, and there was a physician that referred a diabetic client to me. So when I called to make the appointment, even though he spoke English, he told me that he would understand the information that I desire to give him more if I was a Spanish speaker. And because I was not a Spanish speaker, he decided to seek the services of another dietician, which in the area where I live, there is none. There is no Spanish speaking dietitian in the area where I live.

Kim Rose:            And that really disheartened me, because I’m saying to myself you have type two diabetes, and this is something so easily — it was newly diagnosed. That can be managed through your medications and your diet, and because I’m not a Spanish speaker, I cannot give you those services. I can give them to you in English, but as he stated he’s not going to fully comprehend. And I’ve definitely respected that.

Jessica:                 Right.

Kim Rose:            Definitely. So for that reason, throughout this whole entire process I’ve had an intern working with me. And my intern is a native Spanish speaker.

After having this conversation with this client that never got to be a client, I said to her, “I would really love to translate what I do into Spanish.”

And hey, put them up on YouTube so that the Spanish speaking community, which is a very large growing community, could utilize these things.

Kim Rose:            I think also another reason why I kind of felt drawn to this is because before I started my dietetic internship, I took a year off of school simply serving the Spanish population for the same reason. Teaching them this is a start, this is what it does to your blood sugar. This is a protein, this is a non-starchy vegetable. So I do have a special place in my heart for them.

Kim Rose:            So with what my student did as she took my videos, which are in English and she took the materials that I made, which are in English, and she translated them into Spanish. So specifically for the videos, she used a specific app. So I’m speaking in English, but my subtitles are all in Spanish, and the worksheets that correspond to the subtitles are in Spanish as well so that they can easily follow along.

Jessica:                 Awesome. And I love that. What great coincidence that your intern speaks Spanish. Hello, let’s utilize this. but for anybody who you know is like, “Oh my gosh, I live in a town with a lot of Spanish speaking or German, or Portuguese, whatever.” And you’re like, “Well I also want to do this, but I don’t have an intern who speaks this language, whatever.” I want to name some resources, You can actually get podcasts and videos transcribed in another language. And I believe it starts at $3 a minute. So it can be a little bit pricey, but it’s an investment. You’re reaching more people. The other ones you might try are You can post freelance jobs there. I’m not sure if there’s a lot of translators on there or not, but it’s worth a shot. And then lastly, there’s always, which I usually hesitate to recommend because a lot of people go there for logos and websites. That’s not a good idea. That’s a whole nother conversation. But I’m pretty sure there are people who transcribe on there. Obviously the pricing will vary just depending on the person, but those are some options if you don’t have anybody local that can transcribe for you.

Jessica:                 And it’s always worth mentioning on your Instagram or your Facebook, “Hey, do any of my friends speak Spanish or Portuguese,” or whatever. Or do you know someone who does, who would want a freelance job to help me transcribe these videos and rewrite these worksheets so they’re in this other language. I just love that you did this with the translations, because again you’re filling a need. And rather than just being like, “Oh man, I lost that client. That’s a real bummer.” I’m going to do something about this. This is not okay. These people still deserve care.

Kim Rose:            Exactly.

Jessica:                 The last thing that I just want to mention about your dietitian website, something really cool that I know you also thought was pretty cool, was we were able to set it up so that YouTube videos are automatically posted as WordPress blog posts. I did this through a plugin, and I do this for my own website too.

But your YouTube presence is so strong. And we want to be driving people to our websites. But it’s better for SEO if we can keep people on your website longer. And if you’re creating new content on your website, Google loves that. So by “creating new content,” by creating these blog posts that have a YouTube video in them, then that’s automatic new content on your website. But you were like, “Jessica, I don’t want to put my YouTube videos and blog posts. This does not sound fun.” So I was like, “Don’t you worry, I have a way to automate this.” That’s just a little tip for anyone listening. On WordPress specifically, there is a way to automatically send YouTube videos and create a blog post. Kim literally does not have to do anything with her websites in terms of that. She just uploads a YouTube video, and it appears on her website. So it’s beneficial to have that content also appearing on her website.

But I would love for you to as we wrap up just tell us about your YouTube channel, what type of content you create, where we can find you on YouTube, and just anywhere else online. How we can find you and connect with you.

Kim Rose:            So my YouTube Channel, that name is Kim Rose. Actually, my name for all my social media platforms and handles is Kim Rose Dietitian. So on my YouTube channel, I create videos specifically for future dietitians. And also now I’m going to be creating videos for people that have diabetes, just to learn a little bit more about how diet and lifestyle, hormones and exercise, all those good things that I teach my clients on a daily basis impact their blood sugars. So that is my YouTube channel. So feel free, go ahead. Like, comment, subscribe. My Instagram also is Kim Rose Dietitian. So I do post there about one to two times a week on the same content. So really, my social media platform is for educational purposes. I know people like to see the pretty videos that talk about nothing, and the pretty posts that don’t say anything, but mine is purely educational. So if you are a future dietitian or a nutrition professional that is looking for any information on clinical dietetics, I am your go-to girl. And also for anyone that has diabetes that has a question or wants more information about their diet and lifestyle as it relates to it, I’m your go-to person as well.