How To Get Your Health Coach Website Written, Already! (And 5 Common Website Mistakes To Avoid)
Guest post by Margo Carroll, a wellness copywriter at Remedy Writing, and massage therapist from Seattle, Washington, USA
You love helping people take charge of their health.
You get energized by hopping on a call to guide them through positive nutrition and lifestyle changes.
You geek out on pulling together meal plans, workouts and programs that are customized to super-charge your client’s health.
Way to go! You’re an amazing health advocate!
But when it comes to create a website and an online presence for your business, you feel like you’re way out of your league.
Marketing terms sound like pig latin to you, and the idea of throwing together a website makes you want to run for your chocolate stash (you know, the one that’s hidden in that back corner of your pantry).
I get it. I see you, you passionate health coach extraordinaire.
And I know that with all the heartfelt, incredible skills you have to offer your coaching clients, you deserve a website that lets readers know in the first 10 seconds of scrolling that they’re in the right place.
But like most entrepreneurs who lack a marketing background, you’ve probably felt stuck when it comes to writing compelling marketing material that sells your services for you (and yes, your website is a piece of marketing material!).
You’ve hit the brick wall while trying to write your website. You know the wall I’m talking about, don’t you?
That wall somewhere between “Ok, I need to update the site, this shouldn’t take too long!” and “I can’t believe I’m still sitting at the computer…and I don’t even like anything I’ve written!”
What you need is a simple system to guide you through the process of writing your website copy.
A system that you can use over and over again to write any form of advertising you need, from a social media post, to a blog, email campaign, and more!
Health Coach Website Copywriting Strategies that Convert
I’d like to share with you my simple copywriting strategy that I use for my 1-on-1 clients to write a website that converts.
I’m Margo, and I’m a massage therapist who turned my knowledge of the wellness industry into a second career as a copywriter for wellness business owners. I help massage therapists, health coaches and other small businesses launch authentic, profitable websites and I’m here to share with you the lessons I’ve learned along the way.
I used to be just like you—I adored working directly with my clients but felt like marketing “just wasn’t my thing.”
But when I began to study the proven techniques of copywriting, I came to understand that good marketing is really just a matter of authentically positioning your services in front of an audience that already wants to purchase them.
And once I began writing website copy for wellness professionals, I was hooked.
So stick with me to the end of the article and see if you feel a little lighter, and less “Ew gross I hate sounding sales-y” about writing your website.
In this article you’ll learn:
- What in the world “copywriting” is, and a simple method to apply the techniques of copywriting to your website in a step-by-step way.
- The common mistakes that I see newbies making when writing their websites, and how to avoid them in your own writing.
- Now let’s get started with a few basic terms you’ll need to understand.
FYI – at the end of the article I’m sharing a free resource that I just created to help you put these tips into practice, so read all the way to the end!
What Is Copywriting And Why Should I Care?
The simplest definition of the word copy that I like to use is “text used to sell something via advertising, marketing or publicity.” In the case of your website, we would refer to any and all text that you’ve written on the pages of your website as website copy.
Copywriting, then, is the process of writing text used specifically for marketing purposes.
The reason why you should care about copywriting is that it is what separates the effective marketing campaigns from the ambiguous ones.
Within the first few seconds on your website, your reader should be able to answer three questions immediately:
- What (service/product) does this person offer?
- How is it delivered?
- Who is it for? (And is it for me?)
If they can’t answer those simple questions, it’s time to go back to square one and look at how you’re communicating to them with your website copy.
A few other important marketing terms to understand as you read through this article:
Search Engine Optimization (SEO), which is any activity that’s intended to improve ranking on search engines such as Google.
And last but not least is Call to Action (CTA), which refers to any device used to encourage immediate action by a website visitor, like a “Book a Free Consultation Call” button.
Alright, now let’s get this copywriting party started, shall we!?
My Simple 5-step Process For Writing Your Health Coach Website – even if you hate writing!
When a client hires me to write their website copy for them, I don’t just read what they already have, do a little brainstorming, and then re-write it in a way I think sounds good.
I used a carefully created system, based off of proven marketing techniques, to create a website that makes their message crystal clear to visitors from the Home Page to the Contact Page.
I want to share that system with you right here. Go ahead, swipe my system! You can thank me later.
Step One: LEARNING
The copywriting process has to begin with the answer to the third of those three questions I just shared with you: Who is this service/product for?
You might think this is backwards, because after all aren’t we writing about your services and products, so shouldn’t we start from there?
But the hard truth is that your products are nothing without an audience to deliver them to. I know you want to help people, so we have to figure out exactly who you’re going to help in order to do that.
You’re going to create a target client profile (also called an ideal client avatar), and include as much detail as possible.
For example, “I provide health coaching services to women aged 35-55 who work in the Tech sector, are busy professionals, unmarried, highly tech savvy, and who have limited time to dedicate to their health.”
This might not be your audience, but you get the idea. Go sit down with a paper and pen, and start writing all the different components that make up your ideal client, until you’ve settled on the profile that works for you.
Step Two: PLANNING
Now you’re going to go out and find your target client where they already are, whether that means a sample group of your own previous clients, or a sample of potential clients that fit the profile you created – if you’re just starting out and have no previous clientele yet.
If you have a client base, take the time to do 5-8 skype calls with clients and interview them about what their pain points were when they came to you for help, what about you attracted them or seemed different than other health coaches out there, and what transformation they experienced as a result of your approach.
If you don’t have any clients of your own yet, go look for people who match your ideal client profile where they already spend time online.
That could mean browsing the reviews of a competitor’s business in Yelp (if you have a physical location), reading through Facebook posts and questions that relate to your services, and even going through Quora and Reddit to find the most popular questions people are asking related to your niche.
Then you’re going to record everything you learn about the struggles and desires of your ideal client for use in the next step.
Step Three: CREATING
Here is where you’re actually going to assemble your content into what looks like website copy, rather than a series of quotes from your target client research.
You’re going to start with an outline, which will include your Home page, About page, Services page, Contact page, etc., and then within that outline you’ll have a subsection for each part of the page, including Headlines, Sub-headlines, Body Text, Bullet Points, and so on.
Use as much of what you learned from your target client research as possible when writing this copy.
This is how you’ll make your reader feel like you “got inside their head” and truly understand who they are, what they need, and how to deliver it in a way that’s perfect for them.
Step Four: EDITING
I’ll talk more about this below in the common mistakes, but this is SUCH an important step in the writing process, yet it’s one that is skimmed over much of the time.
Whether you need to hire someone to look everything over for you after you’re done, have a couple friends take a look, or you’re able to do the editing yourself, make the time for it! You won’t regret it.
Test every link, make sure your thoughts flow from one to the next, treat your business like the amazing brand that it is and make sure that you take the time to polish your copy after it’s written.
Step Five: LAUNCHING
Woohoo! You made it to the launch!
It’s time to send your website copy out into the world and see how it’s received!
It will take a few weeks to test the waters, monitor your analytics, and see what’s working and what’s not.
Maybe you notice that nobody’s clicking over to your Services page—alright, now we know we need a better CTA directing them there. Perhaps you find out people aren’t scrolling all the way through the Home page, great, now we just need to trim down the copy so there’s less for them to read through.
Don’t feel like your website copy is set in stone once it’s launched.
This is YOUR website, not a published dissertation.
You’ve absolutely got room to grow, edit, change and improve it as often as you need to.
Pssst! Grab this FREE RESOURCE to help you put this five-step system into practice!
Common Mistakes to Avoid When You’re Writing for Your Wellness Website
Beyond just following the process I’ve outlined for writing your copy, I want to make sure you avoid the mistakes that I see newbies making with their website copy over and over again.
1 | Not proofreading for spelling, grammar, and tone errors.
Whenever I think “of course they’ll proofread, that goes without saying!” I inevitably come across yet another website with easy-to-spot mistakes front and center on their homepage.
Never hit publish without thoroughly proofreading and fixing your errors, and whenever you have a “moment of inspiration” and decide to add a few lines of text to your website on a random Tuesday afternoon, make sure you spellcheck and proofread it so that it flows with the rest of the text on the page before it goes live.
2 | Unclear or Vague Call to action on the page
The call to action (CTA) on the page should always be brief, visually striking, require action, and flow well with the rest of the page.
Having too many CTAs on the page, or a CTA that’s unclear, will lead visitors to exit quickly due to overwhelm or vague messaging.
For example, “Call to get to know me and my coaching system better,” is an extremely weak CTA that doesn’t offer value, urgency, or relevance to the reader.
However, “Book Your FREE Introductory Coaching Call Now!” offers clear value (get your call on the calendar), urgency (do it right now before you forget!), and relevance (they’ve been reading your health coach website, so of course they want a health coach!).
Avoid having multiple CTAs on the same page. Don’t offer buttons to “Call for more info,” “Schedule your call,” and “Like us on Facebook,” all in close proximity to one another.
You want to offer site visitors the chance to take action and book with you right away, before they walk away from the computer, forget about you and move on to the next thing.
3 | Unprofessional or Inconsistent Branding
Look, I’m not going to tell you that you need to get a professionally designed logo when you’re first starting out, or that you have to have a professional photographer take some headshots for you before you get your site up and running – although professional photos are absolutely one of the first things you should invest in once you’re able to.
I know that you have to choose your investments wisely.
But branding is about so much more than just a logo!
Branding involves the brainstorming of your niche, name, color scheme and tagline that are so crucial to creating a polished look on your new site.
Humans crave visual consistency and routine. We are naturally more likely to trust something that looks the same over and over again as we interact with it.
So with your website, make sure that the visual aesthetic is similar across all your pages, don’t use old versions of a logo on one page and the updated version on another. Don’t change up the color scheme on each page.
This allows the reader’s mind to establish a pattern that they will come to expect from your site, which helps them to build trust in you.
4 | Leaving Out your Contact Information
Beyond the importance of publishing your address and phone number for SEO purposes (if you have a physical location for your business), having current contact information displayed clearly on your website also helps the reader develop a sense of trust in you.
The “know, like, trust” factor is what will eventually draw readers in to work with you, so the transparency provided by including your contact information helps connect them to you as a small business owner, not just an impersonal business with a website.
5 | Not Publishing your Packages + Pricing
If someone finds you via your Facebook posts and clicks over to you site, odds are the first thing they want to see is how much your services cost.
They already know they like your style since they’ve been following you on Social Media, so they’ll just scan through the “About Me” information until they get to what they really want: your pricing.
Be sure to make this super clear on your site, and if you offer different price tiers, say so. If you sell discounted package deals, make that clear right up front on your site. Even better if you have a link on the site to “Book a session’ right on the same page as your pricing!
Even if you only do custom-quote work like group corporate coaching, just adding “Hourly rates begin at $75, contact us for a detailed quote,” will get you more conversions than just an invitation to request a quote on it’s own.
I hope you learned some copywriting techniques from this post that will help you get your website from “please don’t letthem find me on my website…” to “YES! Go check out my website because it’s amazingly clear and user-friendly!”
And if you still need more help writing your website, I’ve created a free, beginner-friendly email course called Wellness Websites 101 for you so you can put all this into practice.
Join your fellow wellness entrepreneurs in the course right HERE
Margo Carroll, copywriter at Remedy Writing (www.MargoCarroll.com), also runs the show as a Wellness Brand Strategist at Your Wellness Website Blueprint.
When she’s not writing valuable articles such as this one, she enjoys trail running, spending time with family, and a piping hot mug of tea.