Having a website is essential for your practice. You’ve invested in making your website look professional; you’ve written thorough descriptions of your services, shared a heartfelt message about the mission of your practice, and provided all the information your potential clients need to schedule an appointment with you.
But alas, your calendar has more white spaces on it than you’d care to see.
It all comes down to one simple reason. And that reason is…
Your web copy isn’t written to convert visitors into customers.
If you want to attract the right kind of patients via your website, your website copy needs to grab their attention, create an emotional connection, and help them believe that you are the person that can absolutely help them.
The truth is, they aren’t looking for a perfectly crafted mission statement, or a long list of features, benefits, or your honorary accolades. They are looking for someone who can help them solve a problem or find a solution. And if your website doesn’t communicate that message quickly and clearly, they won’t be sticking around to find out more.
Information alone won’t turn a prospect into a new patient. Your web copy needs to clearly communicate that you are the right practitioner who can help your potential visitor get the results they are looking for.
If you’re ready to turn your website into a new patient magnet, then keep reading. We’re going to break down how to write the copy for your Homepage, About page, and your Services page so you can have a website that schedules new appointments while you sleep!
From the top!
Homepage: A harsh reality about the internet is this: you only have 3-5 seconds to grab your viewer’s attention before potentially losing them. So, your homepage copy needs to let them know that they’ve found the answer to their problem, right away. That this is the exact place that has the solution they’ve been looking for.
But first, you have to know your ideal patient very well and the best way to do that is to talk to them, honestly and candidly. What problems do they have? What do they worry about? How is their life negatively impacted by their health issues? What kind of solution would help them feel better?
Then, wrap this up into one sentence and put it in your “above the fold” copy. How do you solve their problem? This should be the very first thing they read when they land on your website! However, many websites make the home page all about the practitioner (you) or your business. Wrong approach. Instead, use the homepage to elaborate on their pain points, concerns, and counter their objections. Give them a reason to scroll and learn more about how you can help them.
About Page: Your About page is the place to connect with your visitor. It’s where you can share your own story; why you do what you do, what lead you to the field of functional nutrition and holistic medicine, or when your ‘ah-ha’ moment occurred. Read through your About page and ask yourself, “Would I go to me?” If the answer is anything other than HECK YES, then it’s time to re-write it with more of your personality included.
This is the part of your website that lets your visitor know you are just like them. Once you’ve written your copy, read it out loud. If it doesn’t sound personal and genuinely resemble you, keep working on it. Be patient with this process, and it will pay off in the long haul. Get some perspective from colleagues and friends that you know will provide you honest feedback.
Service Page: It may seem counter-intuitive, but less is more when it comes to writing about what you do. Aim to keep the copy on your service page “scan-able.” Use bullet points and leave plenty of white space which allows the reader to assimilate the information rather than merely skimming over it. Avoid filling up the space with a long list of features and benefits (they’re not really interested anyway). Instead, use that space to talk about the results your patients will get from working with you. Paint the picture of what their life will look like after they’ve resolved their health issue. Remember that people take action based on how they feel, so your services page is your opportunity to make that emotional connection and sell them on the results they will get after coming to you for care.
Key Takeaway: Your website copy should focus on creating a strong emotional connection with your prospective patients. Always make it about them. Hook them with your headline copy on your Homepage by showing them that you ‘get them’ and you empathize with them. Speak to their pain points, answer their questions, and counter their objections. Use your About page to tell your story, show off your personality, and use your Services page to emphasize the feeling and emotions that your prospect will have after receiving your care.
Remember, it’s not about you; it’s about them. You are merely the guide to help them get the results they’re looking for!