Writing good copy is essential for any industry, healthcare included. Whether you’re marketing for a hospital, private practice, or other healthcare facilities, it’s important to have great copywriting skills to attract clients, increase conversions, and raise revenue. Just because health is a serious topic doesn’t mean you have to write boring copy that readers can’t relate to.
Here are 5 healthcare copywriting best practices you can use to engage your readers:
1. USE CAPTIVATING HEADLINES
Steer clear of boring headlines. People won’t click on a headline that’s not captivating and attention-grabbing, especially if they see a better headline from your competitor. For example, “How to Lose Weight” probably won’t grab as much attention as “How to Lose Weight Fast”. One simple word can make all the difference when writing a headline.
Try using other powerful, attention-getting words like, “Suddenly”, “Now”, “Quick”, or “Easy”. These “trigger” words create a sense of urgency within readers and make them feel like they’ll be missing out if they don’t click on your headline and see what you have to say. Title your post something along the lines of, “The Truth About…” and you’ll have people yearning to learn more.
2. GRAB ATTENTION WITH A GREAT INTRODUCTION
Once you’ve attracted some readers with great headlines, you must keep their attention within the body of your writing. A strong introduction is key to keeping readers on your page. Of course, the rest of your copy should be just as strong. But your introduction is sort of like your first impression. If you don’t get that right, readers will just click away. And don’t worry, you can accomplish this without trying to be the next David Ogilvy.
Within your introduction, try not to bore your readers too much with healthcare statistics. Talk about how reading your content will benefit them. Ask yourself this question: Why should they care? Another best practice to follow when writing your introduction is to try and keep it as short as possible. It should introduce readers to your topic, not go on and on about the topic; that’s for the body of the post.
3. FOCUS ON YOUR TARGET AUDIENCE
Get to know your audience and their interests. What do they like reading about? Think about their age group, education level, and gender. If your audience is relatively young, between the ages of 21-38, posting about topics like dementia or Alzheimer’s may not interest them as much as posts on staying in shape and losing weight. If you want to appeal to a wide range of people, post about products and services that can help everyone of all ages, from all walks of life.
4. KEEP YOUR COMPETITION IN MIND
To write the best copy for your healthcare business, you should know what your competitors are doing. You should be writing content that is better than theirs. To gain insight into what’s working for your competitors, visit their websites and read about what people are saying about them. You can visit forums, social media pages, and blogs. This will help you learn about certain pain points and things that you shouldn’t do in terms of copywriting. You can learn from your competitors’ healthcare copywriting mistakes.
5. END WITH A STRONG CALL-TO-ACTION
Once you’re done writing your healthcare post, white paper, advertisement, or press release, don’t just leave your readers hanging. Give them something to do. Encourage them to take action. This is especially important if you’re advertising a product or service. If you wrote an informative eBook, tell your readers to click the download button. If you’re trying to get more subscribers to your mailing list, include a form that asks for their name and email address.
Do you want to grow your healthcare business? At navGOhealth, we’ll help you do just that with our healthcare digital marketing services. Contact us today to learn more!