Writing content for health care websites is different from other types of writing.
Enlist the writing services of William Esteb for your website launch or relaunch. You’ll get a marketing pro who crafts website content that turns visitors into patients and clients.
That means being mindful of these and other competing tensions:
Informational — A common mistake is to focus on how or why you deliver your service. However, effective content converts those features into patient benefits.
Persuasive — The written words must make a compelling argument for the visitor to buy your service. That’s why you want a veteran copywriter, not a frustrated novelist.
Branding — The content of your website must stay true to the “voice” of your practice. Stray too far, and prospective patients won’t pick up on the trust signals they need.
Search Engine Optimization — No one will see the most brilliant website content if search engines ignore it. Great writing engages humans and search engines.
Browsability — Website content isn’t read word-for-word. It’s skimmed. Make sure your content is scannable. This means short paragraphs, subheads and bullet points.
Readability — Use short declarative sentences. Even one-word sentences. Use multi-syllable words sparingly. Use techniques that make it easy to read the text.
Analytics — How do website visitors engage with your content? What’s the bounce rate? The click-through rate? The time spent on page? Amateurs ignore these important metrics.
If you’re refreshing your current website or launching a new one, enlist a writer fanatical about health care. A professional copywriter who has been motivating patients for over four decades.
Schedule a Content Consultation to discuss your project.