5 website copy mistakes health professionals are making

The 5 Website Copy Mistakes Health Pros Are Making – and how to fix ’em!

You’ve seen them — a bunch of bold headings with the latest trending buzzwords (organic, grass-fed, free-range, artisanal, self-care, biohacking, longevity & anti-aging), followed by a pile of text on a dedicated sales page or perhaps in an eye-catching ad on socials.

Yet, you literally have NO idea what it’s trying to advertise or sell?!

The 5 Web Copy Mistakes You're Making - and how to fix 'em |  | Krista Goncalves Co.

When it comes to your web copy (the written words on your website), a visitor should have answers to THESE questions fairly quickly:

  • WHO are you? (no need to give your full bio on the homepage though!)
  • WHO are your offerings for? (your target audience or ideal client; do they feel like you’re speaking to them?)
  • WHAT do you offer? (what are your solutions to your audience’s problems, struggles & pain points?)
  • WHAT will the reader/visitor get out of it? (how will they feel when they work with you and/or buy your stuff? i.e. what’s in it for them?)

*Notice all the ‘feeling’ stuff… this will be of the utmost importance later. Keep skimmin’!

If your reader or website visitor can’t easily IDENTIFY THOSE 4 THINGS (and you’re noticing readers are quickly leaving or “bouncing” from your site), you need to re-evaluate how you’re communicating to them through your written words.

Effective copywriting is kind of like learning a new dialect.

If you want to DIY your web copy – DON’T do the following 5 things:

Copywriting is the process of writing text used for marketing purposes. To be more specific, it’s the words you use to promote and sell your services, programs, and products through advertising and marketing.

It’s basically what separates the effective marketing campaigns from the not-so-effective ones… like the ones I described at the beginning. *Le sigh*

Since I’m so connected to the online health & wellness business space, I can easily identify the 5 most common mistakes that I watch so many Health Pros & Wellness Entrepreneurs make when they DIY their own web copy.

(And you can be rest assured that I’ve made them too! Hey, human over here!)

1/ Make it all about YOU.

Want to know what your readers and your target audience – who are also a pool of your ideal clients – care about the most?

Themselves… and what you can do for them.

They do care about you, of course, but more in the context of how you can address their pain points, help them accomplish their goals and provide the solution to their problems.

Keeping this in mind…

Everything you write should be framed with the underlying messaging that clearly demonstrates that you know how to meet the needs of your ideal client effectively. Click To Tweet

The caveat to writing about yourself (because there’s also your About Me page) is doing so in such a way that it’s in the context of providing value to your potential clients while invoking emotion – basically, you want your clients to FEEL a certain way.

That should really be the whole point of your copy – and your business for that matter!

This starts with knowing your target audience in great detail.

Some quick tips on how to get to know your Ideal Client better:

  • First, know who YOU are – have you ever written your “elevator pitch” or your “audio logo” before? I talk about it HERE
  • Know your competitors – who is doing similar work in a similar field to you? i.e. who probably has a copycat audience to yours?
  • Map out precisely WHO your ideal client is, i.e. if it came down to describing just ONE PERSON in great detail – who are they?
  • Then find out where this ONE PERSON hangs out online, what questions do they ask, what “language” do they speak, what struggles, challenges, frustrations do they deal with (pain points) and what are their goals & priorities (what solutions do they need)?
5 Website Copywriting Mistakes Most Health Pros Are Making | Not knowing ideal client's pain points - and not using messaging that speaks directly to them

The above process I’ve just described shouldn’t be done lightly – take some time to really map it all out. Your business will grow just in the process!

Robert Collier is quoted as saying:

“Always enter the conversation already taking place in the customer’s mind.”

2/ Using a loosey-goosey Call To Action (CTA)

The CTA on any given page (or blog post) should always be…

  • Brief and to-the-point
  • Eye-catching
  • Action-provoking
  • Relevant to the rest of the copy

Avoid having multiple CTA’s on the same page, especially all in close proximity to one another – more is not better!

Also…

A call-to-action (CTA) that is not well-defined will cause readers to quickly leave your website because they’re confused by your vague messaging Click To Tweet

For example, “Get monthly tips sent to your inbox” isn’t an effective CTA as it doesn’t offer the 3 keys your ideal client must FEEL before they’re most likely to take action:

  • Value – what are the “tips”?
  • Relevance – how is a “tip” going to solve my problem?
  • Urgency – what’s the rush, I can sign up any old time for a tip!

On the other hand,

“Does YOUR brand need an injection of juice, like right now?! Grab the FREE Juiced Up Brand Checklist & DIY Audit Guide!” offers clear value, relevance to a specific need, and that it must happen now because urgent action is required!

The 5 Big Mistakes You're Making With Your Website Copy | Vague Call to Action

3/ Ignoring SEO

It should go without saying that your website copy should be written for your people, and should speak their language, but that doesn’t mean you should forget about showing the search engines some #wordlove

Basically, there are 2 ways you can incorporate your keywords into your copy:

  • Keep a list of your keywords handy while you write to help you find more natural places to put them OR
  • Go back after you’ve written your content to find logical places to put them in

Either way, keywords should be placed where they sound like they belong, but don’t force it!

Also, consider frequency: if you cram in too many, not only does your writing go downhill, but the search engines will penalize you. However, if you don’t use enough of them, you simply won’t get found by your ideal clients.

Generally speaking, do a little research, and come up with a few key phrases and just incorporate them as best you can.

Using a plugin like Yoast for your website can make a big difference and makes implementing a simple SEO strategy as part of your copywriting a lot easier!

Keep this in mind though – you’re probably not an SEO expert (you’re a health expert dammit!), and if learning the nuances of it simply is not in your wheelhouse, don’t bother going beyond the basic keyword strategy.

However, if you do want to uplevel your SEO game, hire an expert to optimize your blog posts, website, videos and other content.

4/ Not testing what’s working

It’s largely impossible to predict how your target audience or ideal client is going to react to what you’ve written – there’s just so many factors involved.

That’s why testing out the measurable parts of your writing is the key to honing in on your soon-to-be mad copywriting skills!

FYI – “measurables” are things that you’re able to get feedback on through your analytics, whether that’s a plugin on your website, Google Analytics or from your email marketing platform.

For example, A/B split testing of email subject lines.

5/ Hitting ‘publish’ before proofreading

This has got to be one of my biggest pet peeves of all — finding a giant glaring error in an otherwise great piece of content!

Never, ever, ever hit that ‘publish’ button without thoroughly proofreading and fixing your errors.

Even if you won the spelling bee in Grade Four and the teacher always asked for your help with writing on the blackboard. *waves hand triumphantly*

Trust me, there are likely still going to be a few errors!

Proficient editing = better copy and better content overall. Click To Tweet

Using the spell check function of your word processor or in Google docs + the Grammarly app are a good start!

However, if you need some fresh eyes on your work, be sure to seek out an external editor. *waves hand triumphantly*


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(umm, did you catch that clear & focused CTA?)