Is your website writing project for a new site or to refurbish an existing one?
Either way, I can help.
Here are some of the many factors I take into account:
The Purpose of Each Page
Google doesn’t rank websites; it ranks individual pages. Start by identifying the purpose of every page. Then, make sure it’s easy to scan by the visitor.
The Targeted Keywords of Each Page
Proper keyword density is essential for optimum SEO performance. Effective website writing means delivering content visitors want. Plus, keeping an eye on how search engine algorithms will interpret each page.
Connecting with Your Ideal Patient
Effective marketing content converts visitors into patients. That means entering the conversation going on in the prospects mind. What questions do they have? What might impede their buying decision? Where are they in the process?
Their Emotional Ground of Being
If only health care consumers were rational and logical—but they’re not. That means your website content must consider their emotional state. Are they fearful? Do they feel rushed? Need motivation? Effective website content must be mindful of these and other emotional triggers.
Making Your Content Relevant
Nothing prompts visitors to hit the Back button faster than irrelevant content. That means title tags, description tags, anchor text and headlines must not oversell. The key is to show up accurately and generously, without hyperbole.
Reflecting Your Point of View
Your website is the “voice” or your practice. It reflects your branding and your patient care philosophy. That may mean interviews with you and your various stakeholders. Plus, being aware of what your competitors are doing.
Mindful of the Call to Action
Non-marketing-oriented content writers often overlook the call to action. Each page on your website should guide the visitor along a path to ultimately choosing you.
And my call to action?
Arrange a free Content Consultation to discuss your project.