Whether you’re a therapist, a dietitian, a nurse consultant, or another healthcare provider – if you want to stand out in your client niche, you'll need a good-ass health and wellness copywriter by your side (and in your website).
The right copywriter doesn't just help you convert visitors into clients, they also help you:
- Get more of those visitors in the first place, through SEO keyword research and placement
- Be heard in a saturated field of influencers who encourage the “do your own research – and by that, I mean listen to my anecdotal evidence” approach to health
- Translate your expertise, experience, and credentials into words that make sense for your audience – and that they care about
- Spend less time trying to fill your caseload, and more time in actual money-making client sessions, groups, and programs instead
Before we get into when and how to find a health and wellness copywriter – allow me to introduce myself.
Hi! I'm Amy – your new health and wellness copywriter.
Was that too bold? I'll dial it back –
But really, where else are you going to find a copywriter who brings you experience as a Registered Dietitian and Certified Eating Disorder Specialist (yep – my first career!), who can translate your clinical jargon into actually-understandable words that your clients vibe with, and who knows her shit when it comes to website strategy and SEO?
Here, that's where.
You can learn more about my work as a copywriter here, browse my services, or stalk my portfolio!
When to Hire a Health and Wellness Copywriter
Just like there are signs it's time to head to the doctor/dietitian/therapist, there are also signs you need a copywriter to support your business – and also like those health-related signs, your website symptoms are best treated early (or prevented altogether).
Here's how to tell it's time to hire a health and wellness copywriter to write your website:
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:
Look for Specific 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.
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
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 me (I do!)? Head to my services page for details, or straight to my contact page to get started.