Creating a website that is both emotionally engaging and effective in converting visitors into patients is a super important part of any successful wellness marketing strategy. Your website is likely one of the first touchpoints for potential customers, and therefore it’s crucial to make an amazing first impression.
Part of making that great first impression is providing a website that is useful to your ideal customer. Here are four things that your customers want to see on your wellness website.
4 Content Elements to Add to Your Wellness Website Today to Get More Customers
As consumers (and humans) we are extremely self-centered when it comes to making purchase or service decisions. When your customers are researching solutions to their problem, they’re thinking to themselves, “how will this help me? How can I use this in my life? What will it do for my problem?”
This is completely normal and as brands we must come to terms with it! The key in creating a successful wellness marketing strategy lies in proving to your customers that you are exactly what they’re looking for. Which means you must stop talking about features and product inclusions and instead start speaking directly with your ideal customers.
So, here’s how to do that.
Show them proof that your product or service really works.
Use words, images, graphics, or video to show them how your product or service is the answer to their problem.
For example, if you’re running a health and wellness practice that specializes in healing chronic illness, feature real patient testimonials on your website about how your practice has healed their chronic issues.
Or, if you’re selling a product that promises to heal skin inflammation or discoloration, show your potential customers before and after pictures of real users.
Another example would be to create a video that gives an inside look into exactly how your product or service works, what to do with it, the background of how it works to treat your customers’ problem, plus real life examples of success. (The brand Glossier is great at doing this - check out their Zit Stick product page for a perfect example of before-and-afters and clear, detailed, product explanation.)
These days, customers are really savvy about online research when it comes to purchasing a product or a service. In fact, research shows that 84% of customers trust online reviews as much as a personal recommendation. So, create a website that’s full of previous customer recommendations, testimonials, reviews, tutorials of how your product/service works, and more.
Be clear, be specific, and use video and images whenever possible. The more you can educate a potential customer about how your service can help their needs specifically, the better.
Address their hesitations about purchasing.
When you’re developing your wellness marketing strategy for your website, be real about what potential customer hesitations might be. If you’ve done focus groups or had potential ideal customers fill out questionnaires, then you already have their hesitations verbalized.
Another great place to go to for this information is your own sales team, or possibly even your front office. The individuals on your team who engage with prospective clients are going to intimately understand what is preventing them from moving forward with your brand. Once you know what these hesitations are, save your team time by addressing them directly on your website.
If their hesitation is about price, use an area on your website to talk about why your product costs what it does and how it compares to its competitors in performance. This is a great opportunity to be really open about your decisions as a brand, as well as clear up any confusion your customers might have.
If your wellness product is vegan or made from ethically sourced material, it might cost more than the competition - but it’s likely that your ideal customers care about both of those things and will be willing to pay extra in order to support a brand they feel personally aligned with.
HubSpot did this exercise when they revamped their website about a year ago and found that customers were hesitating to purchase because they didn’t know if the CRM tool integrated with their email system. This minor detail was preventing them from closing tons of business. By adding a simple line on their website to address this hesitation, they dramatically increased conversions.
Speak their language.
This is so crucial when it comes to attracting the right customers to you. Creating a website with lofty, jargon-packed language for an audience who responds better to flowery words and beautiful metaphors is guaranteed to fail.
When you’re writing content for your wellness website, keep your ideal customer (or, as we call them, your Brand Companion™) at the top of your mind. Does she really want you to paint a picture of idealism and beauty? Or does she want you to cut straight to the point with minimal words and examples?
Furthermore, use the actual words your customer uses. Words you’ve heard them use when they’re describing their challenges, goals, ideal outcomes and frustrations.
Do you know who your Brand Companion is? Do you know how create marketing messages that speak directly to them? Download your free copy of this Brand Companion eBook to learn how to identify, and write for, your ideal customer.
Show them what their life will look like after purchase.
Lastly, your wellness marketing strategy should be all about the incredible outcome you can help patients achieve. The work you do is transformative - unfortunately we often find that you aren’t successfully sharing these powerful outcomes in your marketing and on your website.
Tell your customers the story of what will happen when they use your product and how their life will be afterwards. Prove to your customers that their lives will be better/happier/healthier when they use your wellness product by sharing with them real results from real customers of yours.
Or, if you’ve personally used your products or services and experienced real results, share your own story. Or maybe you actually started your business because you yourself suffered from the exact challenges or conditions your customers are finding themselves in.
There are few things more powerful in creating an emotional connection with customers than by sharing these real, authentic stories and showing how well you truly understand their situation.
Attracting your ideal wellness customers is a lot like dating and falling in love.
You have to prove to them at every single touchpoint that you’re worthy of their energy, time, and money. A big part of that “proof” relies on you having a website that’s helpful, succinct, easy-to-understand, and relevant to their needs and pain points.
Use these tips in creating a website that helps your overall wellness marketing strategy, as opposed to hurting it. When you dive deeper into creating a story and a life that your customers can see themselves in, you’re more likely to find that long-lasting loyal customer relationship that will bring you success again and again.
Are you looking for more ways to drive new business, patients and revenue with your website?
Download our FREE Wellness Website Checklist to make powerful (and simple) changes that will increase leads and patients for your business.