Wellness Copywriting 17 Tips to Create Conversions
E Nicholson
Owner @Azalea City Telesupport | Wellness Industry Focused Marketing | Wellness Content Strategy | Wellness SEO??
As an experienced wellness copywriter writing for various health and wellness brands, crafting compelling copy that motivates readers and moves them to action is key to any successful campaign. In this article, we'll cover 17 tried-and-true tips for writing wellness copy that sells.
Keyword Research is King
When writing for the wellness niche, thorough keyword research is essential. Use tools like Ahrefs, SEMrush and if funds are low try Google Keyword Planner to find related wellness keywords with good search volume and low competition. Focus your copy around 3-5 long-tail keywords that are relevant to your product or service.
Weave your main keyword and related keywords naturally into your:
Keywords should read naturally and not feel stuffed or spammy. Aim for a keyword density of 2-3% maximum.
Tell a Compelling Benefit-Driven Story
Instead of droning on about features, captivate readers by focusing on benefits. We all want to feel good, look good, and live well. Appeal to these emotional drivers.
For example, don't mention an herbal supplement is "packed with antioxidants." Explain how it will give readers "glowing skin", "endless energy" and help them achieve their "health goals faster."
Share case studies and customer testimonials to bring your benefits to life. Use emotive, benefits-driven headlines to reel readers in. Strive to educate while also entertaining with your storytelling.
Provide Social Proof
Readers want to feel confident in your expertise and your products/services. Establish credibility by including:
This social proof helps build trust with readers and shows you know your stuff.
Offer Concrete Proof Points
Don't just make bold claims - back them up with hard evidence. Share facts, figures, studies from reputable sources to validate your statements and differentiate your offerings.
For example, to sell an energy bar you could say:
"Studies show eating protein within 30 minutes of exercise can aid muscle recovery by 20% versus eating carbs alone. With 12g of slow-releasing protein, our energy bars are ideal for post-workout."
Highlight Specific Benefits
Don't leave benefits vague. Zoom in on very tangible, quantifiable ways readers will feel or see an improvement.
For instance, instead of "lose weight", say something like:
"Lose up to 5lbs in your first month following our meal plan and see a visible inch reduction in belly fat."
The more specific the better, this wording speaks? to the reader's self-interest.
Include Well-Formatted Lists
White space and lists scream readability. Break up blocks of text by including:
Maintain a consistent visual hierarchy using appropriate heading sizes, bold, and italics to direct the eye.
Ask Compelling Questions
Throughout your copy, ask curious, benefit-driven questions that tap into the reader's motivations and pain points:
"Are you tired of feeling bloated after big meals?"
"Does the scale not budging frustrate you?"
Provide answers that satisfy reader curiosity and hammer home the key problem your offer solves.
Address Objections and Frequently Asked Questions (FAQs)
Anticipate any doubts or pushback your ideal customer may have and address them upfront in your copy. Ask and answer obvious FAQs related to:
This builds trust and shows you consider your readers' perspectives.
Call Readers to Action Repeatedly
While entertaining your reader, keep nudging them along the buyer journey towards the ultimate goal - taking your desired CTA.
Every few paragraphs, add subtle CTAs to sign up, get a quote, make a purchase etc. Tease bonuses or special offers only available if they act now.
Near the end add an overt urgent CTA reinforcing why they must take the desired next step along with a strong deadline.
Write In an Engaging Tone
Instead of robotically listing facts, write as you naturally speak - with personality, enthusiasm and an educational yet friendly tone.
Add personal anecdotes sharing how you gained insight or overcame health issues yourself. Your tone should inspire action while establishing rapport and trust.
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Don't Forget Mobile Readers
With over half of all web traffic from mobile devices, optimize formatting for smaller screens.
Use shorter paragraphs, fewer words per line, larger font sizes and ample spacing so content remains scannable and easy to read on mobile.
Test rendering across devices before publishing.
Include High-Quality Images
Appropriate photography and graphics improve understanding and help content spread more easily on social platforms.
Use high-resolution images showing real people, products or lifestyle shots related to key benefits described. Ensure all photos are creatively licensed for your use.
Descriptive image captions reinforce what's being shown and provide extra viewable text to search engines.
Conduct A/B Tests
Don't assume your first draft of copy is perfect. Continually test variations of important elements like:
See which tweaks and edits drive the best reader behavior like higher conversions or email opt-ins. Fine-tune based on results.
Promote Your Content
Gorgeous copy falls flat without promotion. Share your new content on social channels daily using relevant hashtags.
Segment email lists to deliver your expertise directly to those most eager for it. Guest post on authority sites in your niche to raise brand awareness.
Always include prominent links back to key offers or CTAs.
Use Video When Possible
Video engages 88% more area of the brain than text alone. Where fitting, supplement long-form copy with short educational or testimonial videos.
Host on your own site or YouTube channel to improve SEO while fostering deeper connections with your readers.
Optimize for Speed
Google rewards fast-loading sites so focus on page speed optimization. Compress images, simplify code, lazy load bulky elements below the fold.
Use a tool like Google PageSpeed Insights to track page load times and budget full seconds where possible. Speed is crucial for conversions so keep optimizing over time.
Measure Performance and Continually Improve
Realize that copy is never truly finished - it requires ongoing refinement. Use analytics to measure copy's key metrics like:
Test new optimizations until copy converts as well as possible. Refine subject lines, hook copy, CTAs and more based on ongoing data.
FAQs about Wellness Copywriting
What is wellness copywriting?
Wellness copywriting is the practice of crafting persuasive and engaging written content specifically focused on promoting products, services, or messages related to health, fitness, mental well-being, and overall wellness. It involves using language and storytelling techniques to inspire and motivate individuals to adopt healthier lifestyles, make wellness-related purchases, or seek out wellness services.
How do I become a health and wellness copywriter?
To become a health and wellness copywriter
How long should my wellness blog posts be?
Generally, 600-1,500 words is a good target for blog posts. This length provides enough depth while still remaining scannable.
Should I always request email opt-ins in my copy?
Yes, aim to request an opt-in where relevant to your goal. But avoid hard selling it - propose a valuable incentive to address reader objections upfront.
What are some common CTAs for wellness copy?
Top CTAs include - "Learn More", "Add to Cart", "Download eBook", "Book a Consult", "Join Our Program", "Sign Up Now". Make sure they satisfy reader
What do copywriters struggle with?
Copywriters may face challenges such as:
Is copywriting a stressful job?
Copywriting can be stressful due to tight deadlines, high expectations, and the need for creativity on demand. However, many find it rewarding and fulfilling, especially when their work effectively communicates messages and drives desired actions.