If all it took was knowledge, we’d all be at our ideal weight and floss every day.
It takes much more than information.
The Internet is awash in it.
By the time a prospective patient or client arrives at your website, they’ve completed their research. Now they’re looking for someone who can help them. That should be the focus of your website.
However, some practitioners attempt to turn their website into a mini-Google.
It’s safer. Less personal. And avoids emotional risk.
This is why you want a website copywriter who approaches your project from a patient’s point of view. Because your website isn’t for you. It’s for the people you wish to serve.
Yes, you want to show up as an expert. But your primary goal is to appeal to your ideal patient or client. Who is likely female. Because women tend to make the health decisions in most families.
Does the content of your website have a feminine bias?
That will mean de-emphasizing gadgets, technology, techniques and procedures. And instead, highlighting the human connection. You’ll want to favor relationships, being supportive and value the emotional implications of your care.
It means your website copywriter should educate without talking down to the visitor.
It means offering hope without making promises you’re unable to deliver.
It means providing inspiration. It must avoid even a whiff of judgment, shame or a “healthier than thou” attitude.
It means using understandable language, metaphors and other devices that satisfy the mind and stir the heart.
Secure the website words that produce results. Discuss your project with a free, no-obligation Content Consultation.