Struggling to create eye-catching health content that drives the right traffic to your website?
Welcome back! In part 1 of this blog post we covered tools you can use to create beautiful health websites. Now we’ll talk about the health content you’ll add to your website.
The words you fill your web pages with are so important. You have the chance to begin a life-long relationship with your client or drive them away.
The right words make all the difference. The first step to doing this the right way is crafting an attention grabbing headline.
The headline is your first opportunity to convince someone to read your health content. It may be your only opportunity.
You see, lots of people never even make it past the headline. They skim headlines and subheads to decide if they want to venture into your content.
That’s a big deal. You can either move someone into your content or drive them away with the wrong headline.
Now that you know how important headlines are, how should you go about writing them?
Start by focusing on the main benefit of your product or service. The headline should tell the reader exactly how your heath product will change her life.
The right headline is directly related to your health content. So you wouldn’t use “How to Find The 10 Best Swamp Tours in New Orleans” as a headline for an article about Creole Cuisine.
Establishing trust with your customers starts with honest advertising. Deliver on every promise you make.
Marketers have spent decades and lots of money researching the perfect headline length.
Shorter headlines usually outperform long headlines. But it really depends on where your prospect sees it. The ideal headline length for Facebook is very different than a blog post on your health website.
Try to aim for 8 words or fewer in your headlines whenever possible. The headline should be long enough to explain what the health content is about and no longer.
A few questions you can ask yourself before choosing a headline are:
Focusing on how useful your product is gives people a reason to want to learn more about it. Showcasing the product’s uniqueness will set you apart from the competition.
You could easily spend 80% of total project time working on a fire headline and you wouldn’t have wasted a second. It’s THAT important.
Things to avoid:
Subheads are a very powerful tool. Use them the right way and you’ll make it easy for your reader to know if the product or service is for her.
How? Well, while a decent subhead previewsncontent that follows, a great one can do so much more!
Well crafted subheads motivate prospects to read your health content.
Great subheads can even convince some prospects to buy your product. That’s a really big deal in 2022 because nowadays most people scan web pages and other content.
Create quality subheads and you’re one step closer to driving traffic into your health content.
Keep a few points in mind when creating subheads:
So, if you’re working on a subhead for a group of paragraphs that talk about the anxiety relieving effects of CBD. A quality subhead could say: “Tackle anxiety easily with CBD”.
That way skimmers will know the benefit of the product without even having to read the content. Save your customers’ time and get right to the point.
What about prospects that choose to read your health content? What should you say to them?
Everything starts with market research. If you’re a Health and Wellness Copywriter you can get this information from your client.
Marketing professionals have buyer profiles for their customers. A buyer profile gives you all sorts of information about your target market.
It usually includes customer demographics, preferences and purchase history. This will help you get to know who your prospect is. After you know who you’re talking to, you’ll know how to talk to them.
What if you’re not familiar with your target market and you’re working with a client that isn’t sure?
Interviewing people in your target market will give you a good picture of who your prospect is. Learn about their likes and dislikes. Ask about their daily activities and really listen to the answers. This step is crucial to knowing what to say to your prospects.
Social media is a powerful tool when used the right way. Because we share so much these days you can learn alot about people. Read through comments and look at liked photos. Pay attention to how customers react to your client’s social media postings.
You can use this information to influence the words you’ll use to reach your ideal customer.
Keyword research websites are a valuable tool you can use to help drive traffic to your website. They use search engine sites like google to see what people are searching for online.
An added benefit of this is using the right keywords will help you trend higher on search engines. This will drive more of the right traffic to your health website.
A few keyword research tools:
Using the right words will help drive traffic to your health website and keep your readers engaged.
Things to avoid:
4. How to Talk to Your Customers
Now you know who your prospect is and you know what you need to say to her. The next step is figuring out how you plan on talking to her. Do this by writing in a casual, conversational way.
Think of it this way, who would you trust to give you reliable information, a close friend or a complete stranger?
No doubt you’d listen to what your friend has to say before you’d even think about turning to someone you don’t know.
Write to your prospect the same way you would talk to a good friend. You probably don’t pay much attention to how you talk to people you know well. Because you’re comfortable with them, you speak in a casual manner.
Get comfortable with your prospects (you can even pretend like you’re writing to a close friend if it helps!).
As health copywriters we’re at a disadvantage. We don’t know our prospect and we won’t get the chance to meet face-to-face. Without facial expressions and body language, context gets lost. There’s a way around this though.
Add emphasis by underlining or bolding important words. Show excitement by using exclamation marks or ALL CAPS.
Use this tip to instantly make your customers comfortable. Do this the right way and you’ll be able to keep traffic on your website.
Things to avoid:
The last step to driving traffic to your health website is making your content look good. Copywriting isn’t formal so you don’t need to follow standard grammar rules.
Stick to the basics. Your content should be structured well and typo free.
After you’ve gotten rid of typos and you’re happy with the content’s structure you can move on to a final review. A great resource for this is The Hemingway Editor.
It’s a FREE content app that shows you how you can make your health content bold, direct and easy to understand. Use it to do a final check on your copy before showing it to the world.
The editor suggests simple alternatives for complex sentences. And it even helps you use a direct voice by limiting passive statements in your content.
When you’re finished you’ll get a readability score so you can post with confidence. Use the Hemingway Editor to create effective content that gets the job done.
And now… you’re done!
I’ll wrap this blog post up with a quick review. If you missed part 1 of the post, you can read it here.
You’ve got 10 tips for driving the right traffic to your website and keeping it there.
Last week I showed you how you can create beautiful websites by:
This week we dove into content. We talked about:
Now you’re ready to start creating beautiful web pages with health content that hits the mark. Start using these tips today to drive business to your website and keep it there.
If you don’t have time to use these tips but you still want to drive traffic to your health website, you should hire a copywriter.
I’m a trained Health and Wellness Copywriter with the skills to get the job done right. Connect with me using the contact box below and I’ll reach out to you.
Until next time!
Let’s Connect!