5 copywriting tips to get more clients

Writing blogs and website copy takes time and let's face it, a certain level of skill. While may not be your favourite part of your small business, copywriting is important.

Quality copy can help you increase your visibility on the web, enhance your traffic and more importantly, convert readers into clients. If you're not writing copy on your website, there are plenty of reasons why you should start now!  

So how can you improve your copywriting to attract your ideal client and allow search engines like Google to utilise the content?

Here are 5 copywriting tips for conversion success and getting more clients into your clinic! 

1. Get to know your ideal client and speak to them 

Who is your ideal client? What do they think about or talk to their friends about? What do they Google or search on Facebook?

Knowing the in's and out's of your ideal client including their demographics, interests and pain points is essential when writing quality copy. 

Create an avatar for your ideal client. You may have one, two or three depending on your niche. Give them a name and a personality so you're talking directly to them as you write your copy. Download our FREE Avatar Worksheet to help guide you.

Don't know all the information? Start utilising your current or past client base - email a survey asking a few questions. Put some polls up on Instagram or question stickers to gather info. 

Why is this important?

Knowing your client will can:

• Help inform the tone of voice or the language you use in the copy

• Assist your selection of keywords for your content

• Guide you on the level of clinical jargon used

• Attract more of your ideal clients to your content

• Increase the frequency and number of visitors to your site and the amount of time they spend there (a tick for Google).

• Increase the chance of your readers sharing your content or name with their community.

2. Take the time to choose your keywords

Keywords simply refer to the terms your client uses in search engines like Google or Duck Duck Go to find the practitioner, content, service or product. 

When writing copy for your website or blog, you want to use the right keywords so your ideal client can discover you. 

My tip - take time to use online tools like Keyword Surfer, Keyword Magic Tool or KW Finder to search keywords your targeted clients might use to find your clinic. 

Make a list that you can refer back to when writing your content. Spending an hour or so doing this now will save you time when writing your content.

Stuck for topic ideas? Answer the Public is a great tool to generate ideas and is especially helpful if you want to batch content. 

Remember to be considered when you use keywords in your copy. Search Engines are savvy enough to know when you're writing for Google versus writing for your audience. Talk to your client, then focus on the SEO component of your copy and naturally integrate keywords.

3. Focus on your conversion goal

What's your aim when writing your copy? What do you want your reader to do?

There are several different conversion goals, but you only want to focus on one. 

• Is it to get people to subscribe to your mailing list?

• Do you want them to book a free discovery call?

• Are you encouraging them to book a consult or purchase a package?

• Do you want the reader to buy a product?

Decide on what you want your reader to do before you start writing the copy. This will help you put the right message and link to the appropriate conversion goal to inspire the reader to make the move. 

4. K.I.S.S 

Keep your copy simple and concise. The average person spends just 37 seconds reading a blog post. 

But if the content is engaging and the topic positioned correctly for your readers, the ideal reading time increases to 7 minutes.

Keeping your copy simple is particularly important when you're discussing clinical topics. How can you remove medical jargon, statistics or clinical study results and write your copy for the general public?

Remember terms like the Kreb's Cycle, mucous membrane integrity or hypothalamic-pituitary-ovarian axis might be familiar to you, but they are often too complex for your mainstream readers and don't add value. 

5. Create a well-written and well-structured article 

Content must be engaging and easy to read for your audience. 

Structure your content in a way that clearly guides your reader to find the information they need and to take action.

Here are a few quick tips when drafting the layout and writing the copy:

• Use a strong headline to inform and grab your readers attention.

• Write in a personal and engaging tone of voice.

• Use headers (H1, H2) to visually break up your article and help focus your reader, as well as appease search engines.

• Break up your copy into sub-topics, paragraphs and easy-to-read text like bullets and numbered lists.

• Add appropriate visuals that reinforce your content or highlight your conversion goal.

• Use internal and external links to relevant content to instil trust, increase the time spend on your site and encourage conversion.

• Finish with a strong call to action.

Lost for words?

If you’re not sure where to start with your website copy or want to take your marketing to the next level, jump over to our copywriting packages to see how we can help take the stress away and convert more clients.

---