Whether you’re a therapist, a dietitian, a nurse consultant, or another provider – if you want to stand out in the health and wellness space, you'll need a good health and wellness copywriter by your side.
I don't have to tell you how much your audience values accurate information delivered through a relatable, compassionate approach – but while the right message can work wonders, finding the right person to write it is a whole other story.
An experienced health and wellness copywriter can make your website, blog, and marketing materials stand out with authentic, persuasive copy that’s optimized for SEO. In this post, I’ll cover everything you need to know about hiring a health and wellness copywriter, including five essential tips to help you find the perfect fit.
But first – who’s this girl to tell me how to hire a health and wellness copywriter?
That’s fair – I’d ask, too.
Hi, I’m Amy! I’m a website copywriter (and yep, you guessed it – a health and wellness copywriter as well) who spent my entire first career in healthcare before realizing I loved writing websites and working for myself more than I loved burning myself out in corporate health.
And while I now write websites for businesses of all shapes and sizes – there’s always a special place in my heart for healthcare and wellness providers.
Since I don’t practice any more, I don’t maintain my credentials – but for the alphabet soup lovers, they included “Registered Dietitian” and “Certified Eating Disorder Specialist.”
Now, I have the privilege of helping healthcare and wellness brands grow their businesses through relatable, accurate, personable copywriting that showcases their experience.
Résumé dump over – time to dive into how you can find a writer who truly understands your specialties and your goals.
When to Hire a Health and Wellness Copywriter
Your Website Isn’t Getting Traffic
This is one of the #1 problems people ask me about as a website copywriter with web design background – and solving it starts with the *right* health and wellness copywriter, or a web designer/SEO expert who can help you gain organic traffic.
Whoever you hire should take into account:
- Where any current traffic comes from
- Who you want to find your website
- What keywords you have a chance at ranking for
- How your keywords fit into your overall website copy and strategy
Your Website Isn’t Converting as Expected
If your website traffic isn’t turning into bookings, you have a copy problem.
A skilled health and wellness copywriter knows how to blend SEO with conversion tactics that engage visitors and encourage them to take action. Effective copy does more than sound good—it drives results by speaking directly to the needs and emotions of your audience.
Your Website Doesn’t Reflect Your Skills and Expertise
Okay, I said SEO was my clients’ #1 complaint before working together – but it might be a tie with this one.
“I’m so good with what to tell clients in session/appointments to provide them with reassurance, but all the words fall out of my brain when I work on my website.”
“I want my clients to feel like they can relate to me, but I don’t know where the line is between having a ‘personal brand’ and an inappropriate level of self-disclosure.”
“It’s important to me that my clients know I’m highly qualified and trained, but I don’t know how to say it all without reducing my website to a CV with pictures.”
^ If ANY of the above are you – it’s time to get help with your website copy, so you can find more clients in your niche, have an aligned caseload, and finally leverage your website for all it’s worth.
How to Hire a Health and Wellness Copywriter
When you’re ready to find the right health and wellness copywriter for your private practice, here’s where to start:
Tip 1: Look for Health & Wellness Copywriters on Google and Other Private Practice Websites
(Although if you’re reading this, you probably already started with Google)
Tip 2: Look for Experience in Health and Wellness
Not all copywriters are familiar with healthcare or your specialties – you’ll want to hire someone who’s familiar with your industry and can effectively translate that into conversion-focused website copy that feels good to share (not weird and salesy).
The translation part is THE key – because while you know all of the jargon and technical terms for your industry, your clients don’t – and they’re the ones you’re writing for.
Tip 3: Review Their Portfolio for Industry-Specific Work
Take a good look at a copywriter’s past work—especially in health and wellness.
Look for samples that show a good grasp of personality, not just concepts. This will give you a sense of whether they’ll be able to nail your unique voice.
Want an example? Amy and Lisa both technically do the same job (eating disorder dietitians) but have vastly different brand voices and target audiences. I love sharing their sites together as an example of how your personality has to come through on your website for it to really work for you.
Tip 4: Check Their SEO Knowledge
A qualified copywriter should understand SEO best practices, especially for competitive health and wellness keywords. While it’s not a total dealbreaker, having a grasp of SEO basics (if not fully including keyword research as part of your project) will help your copywriter write keyword-friendly content that’s easy for an SEO expert to come in and flush out.
Related: Questions to Ask a Website Designer Before Hiring Them
Tip 5: Assess Their Ability to Write Copy That Sounds Human
Your clients want to feel understood and informed, and your clients are PEOPLE. A great health and wellness copywriter strikes a balance between empathy (understanding the client’s challenges) and authority (providing reliable information).
Your website should read like your tone and approach in your initial session with a client – it is, after all, the first time you’re “meeting.”
Hiring a health and wellness copywriter is one of THE best investments you can make to grow your business. Want that copywriter to be? Head to my services page for details, or straight to my contact page to get started.
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