Writing for health care has special challenges. Besides the fact that something more interesting may be just a click away, website content must connect emotionally with the visitor.
This means tapping into two key emotional levers: hope and trust.
Hope: A Reason to Believe in a Better Tomorrow
Hope is one of the most powerful emotions required for healing. No hope means no healing.
A lack of hope invites discouragement. It permits doubt to flourish.
Effective website writing inspires hope improving conversion by:
• Acknowledging the visitor’s emotional state
• Explaining what may be possible
• Reassuring the visitor how you’ve helped others
• Providing an action plan that holds promise
• Offering a sense of realistic optimism
The key is to accomplish these goals without making unwise promises. Or making a claim that your board or regulatory agency won’t permit.
Trust: You’ll Put My Needs Before Your Own
Trust, while not an emotion, is a feeling, detected in the gut. A lack of the right trust signals prevents visitors from taking action.
This means you get website traffic, but few visitors become patients or clients.
Effective website writing communicates trust and confidence by:
• “Seeing” them—as a person, not a condition
• Telling the truth while avoiding hyperbole
• Sharing specifics, being precise and detailed
• Offering choices and encouraging involvement
• Making a credible care plan
These and other cues, supply the reassurance visitors seek.
Effective website writing supplies the proper mix of hope and trust.
Website Content That Connects and Persuades
Would your practice or health care business benefit from this content strategy? Find out.
Arrange a free Content Consultation today. Explain your website marketing situation and get your questions answered.