Health Writer Tips:
How Health & Wellness Brands Can Grow Online
Last Updated February 6th 2021 by Declan Davey
#1 Health Copywriter on Google
Health and wellness is a multi-billion-pound industry.
But that doesn’t mean it’s easy to get a slice of the pie!
Competition is fierce — and thanks to the COVID-19 pandemic — more health brands are having to move their products and services online.
No doubt, a strong digital presence will help you stay “top-of-mind” among your target audience…
And seeing as your potential clients and customers are accessible to the world, your business needs to be out there competing every day, creating valuable content…
“But my to-do list is too long — I don’t have time!”
That’s the common complaint, right?
I hear ya. Keeping up with the workload to grow your online presence (while maintaining your service delivery) can be difficult...
Particularly if you don’t really consider yourself a health writer…
It’s time.
It’s energy.
And time + energy = money!
So, whether you want to save on ALL of the above when writing yourself, or you’re looking to get a health writer’s help, check out the tips below on how you can market your brand online.
Content Marketing For Long-Term Gains
When it comes to marketing and building a brand online, everyone agrees:
Content is King!
The phrase comes from a 1996 essay by Microsoft founder Bill Gates…
A controversial individual — but twenty-five years later, his predictions are more accurate than ever.
Now, the term “content” covers graphics and video as well as text, yet written content is still the most important factor to pay attention to.
Am I biased?
Perhaps!
But remember, your messaging is the glue that holds everything together…
Your visual content should stem from the words you speak, not the other way around.
Anyway, let’s get real for a second:
Content marketing is a slooow burn.
Well, you’re talking at least 3-6 months — which doesn’t feel too speedy in this digital age…
The winners are those who stay patient (and determined) enough to keep up both the quantity and quality of their content.
Like with most things in life, it takes time to build and see results — but when you do — the effort pays off…
You generate traffic on autopilot…
And you bring in a steady stream of leads, meaning you don’t need to rely on paid ads.
(Hi-five to cutting down on your ad budget!)
So, where would you start when it comes to content marketing in the health and wellness sector?
#1 Start a blog
Sad times…
Here’s the truth — it’s no longer enough to create a website and throw up some information about your business.
To get eyes on your website, you’ll need to start showcasing your knowledge and expertise.
Where to do that?
Well, a blog is the perfect place!
Did you know that blogs are considered to be one of the most trustworthy resources for users to gather info online?
Naturally, you want to encourage potential customers to put their trust in your business…
Trust turns into customer loyalty — and loyalty turns into greater long-term impact (plus, increased sales!)
Create Intentional, Organized Topics
Want to know a cool fact?
This 2020 Hubspot survey showed a 25% year-on-year increase in traffic and search rankings for their site when they reorganized the blog into topic clusters…
Health writers can help you do exactly this, making your website more streamlined and easier for readers to navigate.
Here’s a top tip:
Allow your audience to go “down the rabbit hole” on your content…
A.k.a. the more time your audience spends on your site, and the more content touch-points there are, the more likely it is that they’ll convert into customers.
Don’t Ignore SEO
As you may know already, SEO — Search Engine Optimisation — is about getting listed in web searches.
The algorithms that drive search engines (like Google) look for certain things on your website…
These include — among other things — the length of your articles, the keywords, internal and external links, and multimedia such as images and videos.
As a general rule of thumb, the more relevant content you post, the better algorithms will view your website…
And — as a result — the more chances you have to rank highly in organic search.
Honestly, SEO is a field of its own and it can become very complicated…
But a health writer with SEO expertise (“oh, hey there!”) can show you how to find the right keywords for your audience.
You can find keywords via online tools like Google Keyword Planner, Ubersuggest, or Keyword Tool.
Knowing your competitors’ keywords will help you rank alongside (or even above!) them. Sometimes the results may surprise you!
For example, I managed to rank at the very top of Google for the search term “health and wellness copywriter” just 5 months after publishing a blog page optimized for this keyword.
You can do the same for keywords you want to rank for!
#2 Run an email campaign – yes, they still work!
Around the world, there are almost 4 billion email users.
A huge market, but because it's free, email is open to abuse.
You want to be sure your emails:
a) actually get read, and
b) stand out from the crowd!
Fear not, because there are some strategies health writers can support you with to create a successful email campaign:
Use a compelling subject line that attracts the readers’ attention and makes them want to read further.
Subject lines like “First twenty to RSVP get a free supplement bundle” can generate clicks!
Provide something of value to your subscribers.
Email subscribers should have access to things that non-subscribers don’t.
Otherwise, why bother signing up, right?
Give them access to subscriber-only resources, discount offers, first access to limited offers, etc. (And of course, don’t use the same offer all the time!)
Keep the copy short and simple.
Long-winded emails don’t get read.
Keep things tight and direct readers to landing pages on your site that give those who are interested more info. (Please don’t ever send them to your home page and expect them to find their way!)
Copy should include emotional trigger words based on your audience’s pain points like “learn to live pain-free," or "discover the confidence you never thought you’d have.”
Always include a call to action.
Tell readers what you want them to do next (eg. buy, attend, register), how to do it (phone, email, WhatsApp), and when to do it.
Also, don’t forget to make it super clear WHY they should be taking this action (e.g. to make a saving, to grab one of your limited spaces, to capitalize on a one-off offer).
Campaigns should follow the sales cycle.
Create awareness, agitate a problem your subscribers are likely to be facing, and warm them up to the conversion point.
Don't get tricked into thinking a single email can do it all.
You’ll overwhelm readers and chase them away. Instead, build a funnel that guides customers from one simple step to another.
#3 Optimize your sales pages
A sales page has just one purpose – to convert!
Everything else you’ve done so far has led to this, so it’s important not to rush this part…
Make sure to include these components to create sales-winning material:
A headline that counters a primary objection. People are always going to have an excuse to not fully commit to their health and wellness. You’ve probably heard them all — so use these objections to your advantage.
Consider the difference between “Healthy Meals Every Night” and “Healthy Meals Every Night Without Breaking the Bank.”
Or, “Make Time for Self-Care” versus “Make Time for Self-Care Without Sacrificing Time With the Kids.”
Which versions of the headlines are more powerful?
The ones that overcome the excuses. Agreed?
2. Differences between you and other health programs or products.
Tell readers why they will be successful this time versus all of the other times they’ve tried and failed.
3. The results clients will realize.
Support these with real success stories and social proof. Including these elements has far more impact than any other option and can boost conversion by 15%.
4. Pricing and special offers - If the customer is set to get a discount or special offer, tell them!
Your audience won’t just assume your value. Ensure you spell it out for them in clear terms.
5. Most importantly, a link/button to register or buy.
Call-to-action buttons seal the deal. They need to be obvious and show your audience how to get the thing they want!
You’d be surprised how many people get stuck or confused because the call-to-action isn’t large or specific enough!
#4 Be consistent and watch your tone of voice (TOV)
Last year, Amazon Halo released a new function that assesses the tone of voice of their clients. For what reason?
So people can find out how they come across to others…
Just like our vocal tone can relay our moods and intentions, written content has a tone, too. It’s not so much what you say, so much as how it is said.
(I know this sounds like the beginning of an argument, but stick with me here!)
Ask yourself:
What is your brand’s TOV?
Or if you don’t have one yet, how do you want to come across?
If you haven’t considered your brand’s tone of voice (and apply it throughout your content), this could be a weak spot in your marketing strategy.
After all, if your brand’s messaging is all over the place, it’s not going to resonate with your target audience…
Of course, the right TOV for your brand will depend on you and your clients.
You may want to keep the tone strictly professional, with medical and scientific terminology.
Or you may want to be more conversational, friendly, and informal, which is my preference (as you can probably tell by the GIFs!)
Whatever your brand TOV, it needs to be intentional and consistent.
A health writer can assist you to put together a TOV guide. You’ll then be able to share this with relevant team members or new hires.
As a somewhat random example, the excerpt below is from the branding guide of a Welsh spa town called Llandrindod Wells (jeez, what a mouthful!)
Tone-of-voice guide
Source: llandrindod.co.uk
#5 Health and wellness trends to watch
You don’t need me to tell you how vital it is to stay up-to-date in your content, whether you’re creating it yourself or you have a health writer on-board.
Here are a few 2021 trends I’d recommend watching out for:
● Build your trust. 90% of people check out online reviews before committing to a purchase.
So, make sure your content is backed by sources or convincing social proof.
● Be honest. With the world of “fake news” becoming the norm (whether we like it or not), audiences don’t know where to turn for true information.
Position yourself as a reliable, approachable expert.
The more transparent you can be with your content on your site and on social media platforms, the better.
● Reference current events. For instance, right now, 52% of adults in the US are more willing to buy from companies that are addressing the COVID-19 threat.
This won’t stay relevant forever, but it’s a great example of how current events can shape consumer habits.
Don’t shy away from big topics — it can get people talking about your brand and encourage them to spread the message.
Overall...
Owning a health business demands you to wear many hats.
You have to perfect your product or service, manage operations, and commit to a marketing and sales strategy.
In my experience, it’s the latter that health biz owners struggle most with…
Marketing is tiring. Selling can feel manipulative and icky. But they don’t have to be any of these things…
Health writers (whether it be me you choose or another fine fellow!) are here to help.
They’ll support you to deliver on your content strategy, so you can focus on the long list of other important stuff!
To sum up, then…
In this guide, I’ve given you a few key pointers for creating content of value for your readers.
With the right type of content, readers can become your fans, followers, and subscribers.
And what does this lead to?
More revenue, and a growing health business that you can feel proud of.
