Work/Case Study: Natural Lifemanship

Educating and Connecting the Next Generation of Healing Professionals

The Challenge

How do we create a world where connected relationships are the norm, and not the exception? That is the question the Natural Lifemanship Institute is built upon.

Natural Lifemanship is a training platform and community that is based on the principles of trauma-informed care, attachment theory, and the science of interpersonal neurobiology.

For many years, it was known for its hands-on training with horses. During COVID, all of that changed. They fully embraced online learning and emerged from the pandemic as the industry leader in training therapists and others in the healing professions to use equine assisted services in their work.

As they evolved into the media company and training hub they are today, their website, online learning platform and community needed to evolve along with them.

The Goal

One of the things that makes Natural Lifemanship so revered in its industry is the relationship-driven approach to healing. They needed human relationships to be at the center of everything they do, including all of their digital assets.

Our goal was to develop a website and online learning platform that was infused with the same high touch, interactive, community-driven experience that their members had always known.

Digital Marketing Strategy

SEO Strategy

Website Design & Development

Social Media Marketing

Content Strategy & Development




Natural Lifemanship’s approach to training and interacting with their community is very personal, relationship-driven and conversational. We took a look at how visitors were interacting with the website and finding what they needed. What we found is that the site was very dense and tough for new visitors to navigate. Part of this is because of the very customized learning paths available to NL students. 

We needed an easy way for people to find the path that’s right for them and understand which trainings to take, in what order, and what kind of results they can expect to see.

To meet this need, we built out two important tools on the website. First, we created an interactive tool that allows visitors to see the network of trainings and understand how they are woven together. Additionally, we created an assessment that greets visitors on the homepage and invites them to answer a few questions to place them in the ideal path.


In addition to increasing traffic and conversions for its signature programs, Natural Lifemanship has seen an increase in average purchase value on the site as a whole, as well as increased membership retention rates.

“Wayward Kind gets us! They listen and seek to deeply understand what we need to communicate to our customers. They’re organized, responsive, profoundly competent, creative, and careful with our budget.”