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3 OVERLOOKED PIECES OF COPY EVERY HEALTH/WELLNESS WEBSITE NEEDS

If your website = home, then this is *that* closet

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copywriting with heart overlooked pieces of copy air plants and wood tray on white surface

overlooked pieces of copy

So, you’ve got yourself a website.

(Whew! Congrats, friend.)

All that careful consideration. The time spent squinting at each line. Striking just the right tone.

Chances are, you spent the bulk of your energy on the heavy hitters:

Home page.
About page.
Services / Work with Me page.

And with good reason! No matter who you serve or how, these are the pages that carry the most meaningful information for your website visitors.

But just like that one closet in your home that’s marked with a perpetual “I’ll deal with you later”…

…I’m willing to bet there’s some copy on your website that’s simply been a bit… overlooked.

Hey, no shame– it happens to all of us!

The main thing is to be honest with ourselves about those overlooked pieces of copy… and then give ’em the attention they deserve.

Read on for 3 overlooked pieces of copy every health + wellness website needs:

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For the uninitiated, above the fold simply means positioned in the top portion of the page.

As in, visible without having to scroll.

It’s a throwback to the days of print journalism wherein the juiciest headlines were to be placed front and center, not buried beneath the (literal) fold of that day’s newspaper.

(Oh man, anyone else really wanna watch Newsies now? Just me?)

Anyway, this is prime real estate on any website, all teed up to feature a call-to-action (via a button or opt-in field). Some of the biggest brands out there (e.g., Netflix, Apple) take clear advantage of this approach.

Unfortunately, many health + wellness businesses miss the opportunity to highlight the primary action they want visitors to take.

And that’s a real shame, friend!

ASK YOURSELF:

  • What’s the single most important action I want visitors to my site to take?
  • Does the copy at the top of my Home page support this goal?
  • How can I nudge visitors toward that action as soon as they land on my site?

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

YES, PLEASE!


2) A clear invitation on each page.

It’s one of the most overlooked pieces of copy for sure.

In fact, it’s so overlooked that there’s not even an agreed-upon term for it.

I like to call it the navigation invitation because that’s exactly what it’s designed to do:

Encourage seamless movement throughout your site.

Ever found yourself on someone’s site, feeling amused or curious but also kinda… lost?

Yeah, same here. And it’s not a good feeling.

There should ALWAYS be a next step for your site visitors to take.

A new page to visit.
A button to click.
A video to play.

Otherwise, why the heck should they stick around?

I recommend mapping out the specific journey you want site visitors to take throughout your site (and yeah, it’s AOK if there are a few path variations!). Then, carefully review every page of your site + make sure it ends with copy that clearly guides them to the next step in the flow.

ASK YOURSELF:

  • Based on the information visitors have just read on this page, what’s the most logical next step for them to take?
  • How can I make it supremely easy for them to take that step?

3) A Contact page that serves you + your visitors.

Of all the overlooked pieces of copy I see on health + wellness websites, the Contact page is perhaps the biggest throw-away of them all.

Most of us toss up some generic invite to get in touch + maybe embed a basic contact form.

And whoa, what a missed opportunity this is!

Think about it:

Every choice you’ve made on your site, every line has been carefully crafted with one driving goal in mind:

You want your visitors to connect with you directly.

How counterintuitive is it to neglect the page whose sole purpose is to facilitate that connection?

And yet, we do this all the time!

When it’s doing its job, your Contact page should begin shaping visitors’ expectations before they ever make contact with you. (And, ideally, it should save you some time + effort in the process!)

The specifics of this will depend on you + your business. But, I recommend considering the questions below to help get you started:

ASK YOURSELF:

  • What essential pieces of information do website visitors need from me in order to take the next step to working with me?
  • What essential pieces of information do I need from them before we take the next step? What questions do I want to build into a Contact form? Which questions will be optional + which will be required?
  • What are some reasons a website visitor might contact me besides working together? How can I address those needs here on this page so they don’t have to contact me?
  • What questions do I answer most in my first conversation with website visitors? How can I shift that part of the process here onto my Contact page (e.g., via an FAQs section)?
  • How can I forecast what happens next (e.g., process, timing) so visitors know exactly what to expect after they contact me?

want a schedule filled with dream clients?

YES, PLEASE!


Let’s take action!

OK, here’s your action step for today:

  • Set a timer for 30 minutes and conduct a review of your website. Make sure it contains all 3 of the overlooked pieces of copy above!  

Cheering you on!


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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