READY TO USE YOUR WORDS TO ATTRACT YOUR DREAM CLIENT?I'M IN!
READY TO USE YOUR WORDS TO ATTRACT YOUR DREAM CLIENT?

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COVID Response Copy

A guide (+ templates) to keeping your audience updated

TRUSTED BY
DrMichaela Michaela Bucchianeri health and wellness copywriting with heart covid response copy

Scrambling to update your web presence to reflect how you’re doing business amid the changing COVID-19 guidelines?⠀

Pull up a seat, friend. We’re all trying to get our bearings around here…⠀

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3 principles to keep in mind

As legislation + recommendations continue to evolve, it’s important to keep your clients/patients updated. ⠀

Here are 3 things to keep in mind as you’re updating your website, social media platforms, and any other piece of virtual real estate: ⠀

1) CLEAR IS KIND⠀

It’s better to share even potentially-disappointing updates CLEARLY than to gloss over, downplay, or avoid sharing them entirely.⠀

Not ready to resume in-person services? State this clearly. ⠀

Your people are already navigating their own uncertainty + urgency. Don’t add to their confusion with an unclear message.⠀

2) MANAGE EXPECTATIONS AS EARLY AS POSSIBLE

What questions might your current clients/patients have about your offerings right now? Prospective clients/patients?⠀

By addressing these up front, you’ll reduce the volume of questions coming in AND you’ll help remove potential barriers for your people.⠀

For example: ⠀

Implementing new precautionary measures around the office? ⠀

Spell these out in specific terms. Paint a picture of what your clients/patients can expect to experience when they enter the building, waiting room, treatment room, etc.⠀ ⠀

3) EVERYTHING IS MODIFIABLE⠀

In the world of online communication, nothing’s etched in stone.⠀

So, don’t fret about crafting a “finalized” version of your COVID response copy. ⠀

Simply share the relevant update, clearly + concisely, using the info you have available today.

As the situation (+ your response to it) evolves, your copy can, too.⠀

What to include

You know your niche + your clients/patients best. So, use your own judgment (+ consult as necessary) to determine what information to convey about your response to COVID-19.

In general, though, many health/wellness businesses will benefit from considering the following categories of information:

  • timelines: responsiveness to inquiries, estimated wait times, delays in delivery of services or other offerings, timing of ongoing communication, timing of payment processing
  • payment: rates, fee structure, billing/payment practices, reimbursements⠀
  • forms: changes to required paperwork, modified methods of paperwork delivery and/or completion
  • communication: updated contact information, preferred method(s) of communication, estimated response wait
  • processes/procedures: changes to typical operations, safety precautions, emergency procedures ⠀
  • accessibility: current or projected dates/hours of operation, changes to access, personnel changes
  • experience: what to expect from waiting period, reception area+ other common spaces, service room(s), virtual visits/appts

ready to attract more of the right people to your business?

YES, PLEASE!


Where to share it

ON YOUR WEBSITE

Your site’s likely the first place current and prospective clients/patients will check for updates. Be sure yours features clear copy that represents how your business is operating.

Some places to include your COVID response copy on your website:

  • a pop-up message or floating banner on the core pages of your site
  • a static banner on the top of your site
  • a static message in the footer of your site
  • a clearly-labeled (i.e., COVID-19) option in your main menu / navigation bar, linking to a page or downloadable document
  • a dedicated blog post or other freely-accessible piece of content featured on your site

ON YOUR SOCIAL MEDIA PLATFORMS

The role of COVID response copy on your social media platforms will depend on how you currently use social media in your business

Some places to consider:

  • linking in your bio to an announcement
  • IG: Story updates, saved to a dedicated COVID-19 highlight
  • FB: a clearly marked statement pinned to the top of your feed
  • a pre-recorded video sharing your updated COVID response
  • a live video sharing your updated COVID response and/or addressing questions
  • a DM autoresponder message sharing your updated COVID response

ON YOUR SEARCH ENGINE LISTINGS

Take a moment to list out all the places your business comes up in online search. Then, one by one, go through + update your presence on each search engine to reflect your current COVID response.

A few places to start:

  • Google: business listing, AdWords account, relevant landing pages
  • Pinterest: original pin(s) (pinned to dedicated board titled YOUR BUSINESS NAME COVID-19 RESPONSE) linking back to dedicated COVID response page on your site
  • YouTube: clear announcement in your channel’s About section; dedicated pre-recorded or live video sharing your current response
  • Professional directories (e.g., PsychologyToday, HealthProfs): Update service delivery options; include brief COVID response copy in dedicated COVID-19 Statement section

IN YOUR EMAIL COMMUNICATIONS

Whether or not you’re actively using an email list in your business, it’s worth considering how you might use email to communicate your COVID response.

A few ideas:

  • include a clearly marked link to and/or statement of your current COVID response in the signature of your email
  • create a simple email autoresponder sharing your current COVID response
  • if you have an email list, send an announcement sharing your current COVID response
  • reach out directly to relevant contacts and/or primary referral sources to share you current COVID response

want my best tips for writing your business copy?

YES, PLEASE!


COVID response copy templates

Here are some suggested templates to help you draft your own COVID response copy. Please mix, match, and adapt as necessary to suit the needs of your business + clients/patients.

OFFERING VIRTUAL/REMOTE SERVICES ONLY

For the health and safety of my clients/patients and community, I’m exclusively offering virtual appointments/sessions until further notice.

To schedule an appointment/session, please click here/call this number/submit this form…

To learn more about current timelines, communication practices, policies + procedures, health/safety precautions, accessibility, and what you can expect from your next appointment/session/visit, please click/call…

OFFERING CHOICE OF VIRTUAL OR IN-OFFICE SERVICES

As of DATE, I’m offering the option of virtual or in-office appointments/sessions until further notice. To protect the health and safety of my clients/patients and community, in-office services will be provided based on the following eligibility requirements…

To schedule an appointment/session and/or determine eligibility for in-office services, please click here/call this number/submit this form… 

To learn more about current timelines, communication practices, policies + procedures, health/safety precautions, accessibility, and what you can expect from your next appointment/session/visit, please click/call…

TRANSITIONING TO IN-PERSON SERVICES

As of DATE, I will begin offering in-office appointments/sessions on a first come, first served basis to eligible clients/patients, until current allowable capacity is reached. Currently, I estimate a return to exclusively in-person services by DATE, pending ongoing guidance from [governing body/bodies].

To protect the health and safety of my clients/patients and community, in-office services will be provided based on the following eligibility requirements…

To schedule an appointment/session and/or determine eligibility for in-office services, please click here/call this number/submit this form… 

To learn more about current timelines, communication practices, policies + procedures, health/safety precautions, accessibility, and what you can expect from your next appointment/session/visit, please click/call…


Let’s take action!

OK, here’s your action step for today:

  • Use one or more of the templates above to draft your own COVID response copy for your business.

Cheering you on!


TAKE ME TO THE QUIZ


HI!  I’M MICHAELA. 

I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.

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