Are you guilty of making any of these 5 common messaging mistakes on your health website?
Writing persuasive copy that turns curious site visitors into paying clients can be a challenge. But it really doesn’t have to be like that. It should be easy for you to craft copy that converts.
You don’t have to be a copywriting expert to craft quality content. You just need to have a good understanding of who your selling to, what they struggle with, and how you can help them.
In this post, I’ll be covering the 5 messaging mistakes that I see health + wellness pros making. These things are keeping you from making a consistent income. In other words, you’re missing out on inquiries and sales from a lack of clarity in your messaging.
So, let’s fix that! Are you guilty of making any of these 5 common messaging mistakes on your health website? Keep reading to find out…
If you’re using messaging on your health website that’s vague or made to appeal to everyone then the truth is you aren’t appealing to anyone. Was that a little too harsh?! Apparently, I’m all about that tough love today.
Before you sit down to write anything take a second to remember who your ideal client is. The goal is to write everything as if you’re talking to that dreamy client alone.
If you’re struggling, you can literally find one person online who is your ideal client and sort of stalk them a little bit. Notice their writing style and the kinds of content they create. What are their pain points and ambitious goals? How can you explain the value of your solution (your paid offering) with messaging? How can you position yourself to attract that person?
This is a messaging mistake that I see far too often on health websites. Especially, on the About Page where you may feel like you should be talking all about yourself.
But the reality is that your About page shouldn’t be all about you. Your dream client wants to connect with your story but they also want to see how it relates to them.
They want to learn about you while also hearing how you can help them accomplish their goals, fix their pain points, and provide the solution to their problems.
One big messaging tip is to avoid “I” or “Me” statements. If you find yourself writing them, try flipping those statements around so that you’re connecting with your client.
As you may be able to tell from previous blog posts, I’m pretty passionate about Calls to Action (CTA’s) and that’s because they are effective at guiding users to take action.
This means that people will actually buy your stuff, join your list, or do whatever it is that you want them to do. But only if your call to action messaging is effective.
When writing your CTA’s always choose clarity over catchiness. Keep it brief and make the content relevant to the page that a user is on.
A CTA should guide a user to take the next logical action in a sequence. A few ideas here: you can simply ask someone to take an action, use question statements, or focus on how an action is taken.
If you’re focusing on what’s included in your Offering, instead of the results, then you’re doing things wrong. Results should come first and then you can go into a list of what’s included further down the page.
Your clients don’t care about every little detail when they first land on a sales page. They want to know if this is the right fit for them. If it’s going to solve some of their pain points, or not.
So start by focusing on what you’re the client is struggling with and how you solve those pain points with your offering. Now your leading with results and showing the value of what your offering provides.
I totally get that writing copy isn’t your favorite thing to do in the world. Honestly, it’s not mine either…I’d so much rather be designing something. As a health + wellness pro, I’m sure you’d rather be focused on that.
Using technology to your advantage can help make the process easier and can even make your messaging stronger!
And, I don’t know about you, but I’m all about making life easier. Here are a few of my favorite WordPress plugins and browser extensions to have things streamlined.
Honestly, I have horrible grammar. And, If it weren’t for Grammarly it would be a lot worse. If you understand the struggle then let me introduce you to Grammarly. Seriously go download it (it’s free!) you’ll thank me later.
It can be difficult to intuitively know what your client wants to hear. This is where A/B testing can be really helpful. You can simply try a couple of options and see what performs best. My favorite plugin to add A/B testing to your WordPress website is Nelio AB Testing. And even though it’s not a plugin, I also like Google Optimize.
I don’t want to get into too much detail about the best practices for SEO in this post, because I could go on for a while. The takeaway here is that adding an SEO plugin to your website can make this process much easier and give you a better ranking. My recommendation is Yoast SEO.
So, were you guilty of making any of these 5 messaging mistakes? If so, I hope that this post will help you to up-level your messaging to attract your dream clients and start making consistent income as a health + wellness pro.
If you’re looking for a website designer who will also help you with messaging, strategy, and visibility then my all-inclusive design program, The Wellness Website Method, may be a good fit for you.
I know that writing persuasive copy is key to turning curious site visitors into paying clients. This is why I created the Copy that Converts workbook exclusively for to my 1-on-1 clients inside the Wellness Website Method.
And, if you need some help establishing who you serve so you can have clear messaging then grab a copy of my Wellness Website Workbook below. It’s free! It will guide you to find out what you want to be known for and how to attract those types of clients.
I'll show you how to streamline, connect with your niche, and earn more money from your website.
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