You love your work. Your passion for helping people on their wellness journey exudes from every pore. Someone asks you what you do for work and you positively fizz with enthusiasm.
So why are so many health & wellness websites as exciting as watching paint dry? So many are written to the same formula, which is something like my qualifications + my picture = a long list of services. Even those that add a pinch of ‘my story’ for extra flavour still miss the sales mark.
This is exactly the path I fell into years ago when developing my website. And although I did get clients from my website, generally they came from referrals.
Content is King (or Queen) because it’s the words and images you see that need to rule to give you supremacy over any other wellness thought in your clients head and heart.
Let’s break down how this can be done. After all, it’s a big call. To make your words speak so directly to a wannabe client that they can only think of you (rather than the next business on Google search).
It’s all about them not you
If you want your client to only think about you, you actually need to make your content about them.
What is more memorable than the feeling that someone is speaking directly to you, out of the great space that is the internet?
Everything, and I mean everything, should be written with your clients’ needs at the front of your mind. Put yourself in their shoes, as someone reading your information. Be truthful about whether you’d give it a second glance.
On a website you’ve about 7 seconds to connect on a personal level with your client before they dance away somewhere else. (A bit like speed dating!)
Give them what they think they need straight away.
How many times have you bought something you didn’t need? Plenty I think!
I didn’t need the ab-cruncher, that bar of chocolate, the nice padded cushion that goes under my laptop …
So, how many time did you buy something that you didn’t want? Not often. Want trumps need every time, unless you have iron-clad will power.
It’s easy to turn down something that you don’t think you want.
It’s very hard to turn down something that you think you need.
Keep talking to them
Your website is great at showing a big red ‘stop’ light to people who are looking for help on their wellness journey. But that’s only the introduction.
You aren’t introduced to someone and then ask them to marry you in the next breath (it could be either very creepy or romantic, but it all depends on the content)!
So why expect a client to land on your page and buy immediately?
Take the chance to start a relationship with your client. Get that conversation going, ask them what they want, how they want it, how their day was, where they grew up, what their next holiday is.
Conversations build trust and commitment. They get to know you and how you are the best person in the world to help them! And make that chatter consistent – in timing, in language and in form.
But don’t forget that this is all getting them ready to buy from you. So keep reminding them in small, delicate ways that you really are the best solution to their problems.
Just as I’ll remind you now that if you want to speak with the words your client will listen to, just head over to my website and sign up for my free copy of ‘The Plan: Making the most of your time and marketing efforts’.
I’m not going to spam you from now until 2020, just send you three emails, each with a packet of marketing glitter to set your business apart.
To infinity and beyond!
Hi, I'm Katrina. I love writing, and I love helping people grow their businesses.