Health and Wellness Copywriting: How to Write Great Copy for Your Health and Wellness Business Website
Improving your health and wellness copywriting skills can help you to grow your business. Your patients or customers are out there doing the research they need to be doing to improve their health. They’re looking up the type of information that will improve their quality of life right now.
If it’s your website that they land on, you’ll want them to book an appointment, buy your product, or sign up for your service before they’re done. Strong website copy can help you to establish trust amongst new customers. This can be accomplished through quality health and wellness copywriting.
The Many Business Sectors In Health and Wellness
The health and wellness industry is comprised of several sectors, all of which can benefit from stronger copywriting. Below are just a few of the sectors that can strengthen their website and grow their business by concentrating on stronger health and wellness copywriting:
- CBD companies
- Supplement companies
- Nutritionists and dietitians
- Medical devices
- Health and wellness products
All of these sectors of health and wellness can benefit by using their website copy to help establish trust with their patients and customers.
8 Tips for Improving Your Health and Wellness Copywriting Right Now
Keep it Simple — Remember your readers aren’t going to have the same level of technical knowledge that you have. They’re not going to understand high level health-related concepts. The best thing you can do is quickly and easily tell them who you are and how you can help them.
Your explanations on how a product or service works need to be written in ways that your readers can understand. If your health and wellness business is B2C, you’re probably not writing to an audience of doctors, so it’s best not to make it sound like a medical school textbook.
Identify with the Problem — What drives customers or patients in your direction? What problems are they trying to solve? The first step is to identify with that problem. Show a little compassion and empathy, and then present them with your solution. This helps to put them in the right mindset to listen.
Your readers will be more apt to take action when you show them that you care.
Focus on the Benefit — This is a general marketing truism, but it’s crucial when it comes to health and wellness copywriting. How do you make people feel better? How does your product or service get rid of their particular ailment? Focus your content on this, rather than any product features or generic statements about your services. People want to know how you can help them. Stay focused on benefits over features.
Be Persuasive — It’s not enough to write ok website copy, or even good website copy. You’ll need to write persuasive website copy if you want to get the most out of the platform. People need to be persuaded to make a purchase. They need to know what you want them to do and be convinced that acting with you is in their best interests. It’s time to put some of those high school English persuasive writing techniques into practice.
Use Social Proof — As a business owner, of course you can talk about how great your product or service is. People expect it. But when you include a variety of testimonials, reviews, or case studies on your website, you’re allowing your customers to do the talking, which can help convince someone who’s on the fence to take action.
People often look at the reviews and testimonials before they make a purchase. You can make this easier for them by making them prominent on your website.
Convince Them that You’re Right for Them — The about page is a critical piece of writing for your website. It’s where readers head when they want to know why you’re the one they should buy from. You can think of your about page as your company’s resume. Instead of an employer wanting to know why they should hire you, it’s a customer with the same question.
Well-written copy that conveys your company’s voice and expertise is a must. Friendly and knowledgeable copy can help establish trust. Your about page, and website in general should serve as the launching pad to a lasting business relationship.
Create a Clear Call to Action — Make it known what action you want readers to take. It can be things like fill out our contact form, download our free guide, book an appointment, or order our product.
Don’t say anything about what you want them to do and you risk them leaving before they do anything at all. Give them too many actions to complete, and they won’t know which is the focus. It’s best to stick with one action per page.
Be a Resource — When it comes to health and wellness, there’s no shortage of information being published on the internet. All of this information is not created equal. You can help answer some common questions on your company blog, and put people who may be searching for answers at a stressful time in their lives at ease.
When you become a trusted resource for their health questions, they’re more likely to do business with you in the long run.
Strong Health and Wellness Copywriting is a Must
Your website is the first place prospective customers or patients will visit when they’re trying to decide if you’re right for them. Strong health and wellness copywriting can provide that nudge for people to take action. If you’re not the type of person who wants to sit down and write all that copy yourself, that’s ok.
Matt Brennan is a Chicago Marketing Copywriter and copy editor. He has more than 20 years of experience as a professional writer. His work has been published in ProBlogger, Addicted2Success, and Business 2 Community. He is also the author of Write Right — Sell Now and The Virus and Us.