5 Website Copy Tips To Optimize Sales For Healthcare Providers
5 Website Copy Tips To Optimize Sales For Healthcare Providers
Ways to Improve Webpages for Fitness, Beauty, Nutritional and Medical Professionals
By Fredrick Little
Welcome to the age of digital media where eCommerce is becoming the predominant means of buying almost anything. The internet is a blessing because it has provided a means for anyone anywhere to have access to information. Sometimes this information leads us to products that change our lives. Unfortunately, the natural law of economics is supply and demand.
In a world where information is easily accessible anytime and anywhere the supply is in abundance' therefore the demand drops. According to Tony Haile in his Time magazine article," one in every three visitors spend less than 15 seconds reading articles they land on."
Does that mean we should give up hope? No! This doesn't mean that people aren't searching for new information or products. This means that people are selective of there sources. Copywriting is a technique for marketing. An effective Piece of copy has the ability to captivate a reader and show them how your product is different from others and why it has the potential to change ther
lives for the better. I'm a Healthcare copywriter who specializes in sales page and website design. Here are a few tips that I use to effectively market product online.
1. Capture the audience
The basics of marketing are like our skeletons. Bones are bones and unless you're a specialist it's hard to decipher the difference. Well, your title is the skull of that skeleton. It's what catches the reader's eye for that initial 15 seconds.
Imagine walking down the street in a big city. Its a world of its own full of ads; however, while our subconscious minds may be processing these ads, there are only a few registered by our conscious mind. As you continue to walk down the street there are a few ads you pass without a second thought but one, in particular, catches your eye. A Billboard simple titled "Pimples?" With the name of the Product and "fights pimples, cleans pores".
Sounds simple, doesn't it? Well, the truth is that most people are busy doing something else when they cross an advertisement. Keep your title short but insure that it addresses a problem that somebody has. According to the National Institute of Arthritis and Musculoskeletal and Skin Diseases (NIAMS) "An estimated 80 percent of people between ages 11 and 30 have acne outbreaks at some point." And where there is a problem there is a demand to confront it.
In addition to the simple and powerful words, the image associated with the headline is just as important. For this example, let's say it is a woman using the paper for the billboard to cover her face. Once again the design is simple but what makes it stand out is creativity. Of course online we arent working with tangible objects, but we can be intentional in our selection of graphics.
2. Relate to the audience
As I mentioned before, it's important to write with the audience in mind. Nobody is gonna click on a link if it seems like the service provided isn't for them! People have become accustomed to ignoring the influx of products and information available to them so it's important to tailor your writing to envoke an emotional response.
Pathos is the strongest tool for persuasion because humans are emotional craters. In the words of Bill Tomlinson, a professor of informatics at the University of California, "When we are young, the response to an emotion is less complex. For negative emotions we naturally take a course of action that we perceive might resolve or dissolve the emotion. For positive emotions, we try to hold and maintain the pleasant feeling. These responses are natural, for we are just trying to stop the displeasure and enjoy the pleasure."
That Acne on that won't go away creates a feeling akin to sinking on the titanic. In marketing, it's our job to offer the person suffering from this feeling a raft. Bringing me to my next point.
3. It about them not you
While its important to provide credibility behind the company providing the product, it is even more important to keep the focus on the product and what it can do for your client. If the goal is to help others and make a living doing so then make sure the client knows how you plan to do it and why it is gonna be successful.
Let's say there are two different personal trainers pitching you an exercise plan. One share's their life story, their business motto, and certification. The other mentions their certification but goes on to discuss their training methods. They share how the experience with them is actually gonna play out.
As a consumer its great to know that you dealing with someone who is creditable; However, it's even better knowing how that person is going to help you. Sprinkle your credentials throughout your writing, don't make it the center point.
4. Why your product is so great
So you've hooked the reader's attention and reeled them in by addressing their emotions. Now its time to explain why your product is for them. You need to make the reader confident that buying this product will create change. Let them know what those changes are.
Do you have hair products that use all-natural ingredients? Maybe you produce vitamins and can offer solutions on how to use them to optimize consumer health. You need to find selling points and push them.
5. Don't worry about the competition
Stay in your own lane and find out what works for you. No two products are the same because the people behind them are different. There is so much that goes into the creation of a product and the delivery of a service. When you create something no matter how hard you try there is a remnant of you in it. When you deliver a service, who you are matters. The way you communicate is naturally going to draw in a particular crowd. Find out who that crowd is and show them how you can help them.
Photo by Designecologist from Pexels
when we focus on our own personal development we see tremendous progress. The same holds for our ability to produce and provide. Worry about what you could be doing better, not what others are doing better than you.