5 Essential SEO Copywriting Tips for Wellness Blogs
Is there anything more frustrating than having the stress of writing a well-researched piece of content for your wellness blog for it not to be seen by your potential audience?
It’s not surprising.
4.4 million blog posts are published every day, with 104 million bloggers publishing worldwide.
The question is, how do you get your health and wellness blog in front of the right audience for the right keywords?
This blog post on 5 essential SEO copywriting tips for wellness blogs will help you do just that. These five tips give you the ability to write with more confidence, save time, and get your content seen by your ideal clients.
If the stats depress you and you’re now wondering whether to have a blog for your health and wellbeing business, the statistics speak for themselves.
- Businesses that blog produce 67% more leads per month
- Blog posts are the most effective form of content over email, ebooks and white papers
- Businesses who use their blogs for content marketing see 13 times the return on investment (ROI) than businesses that don’t
- Blog posts that are updated increase traffic by 106%
- Bloggers who spend over 6 hours on a post improve results by 31%
These stats are startling, but the problem is that most blogs on healthy lifestyles miss out on viewers because they do not follow a simple set of rules.
Blogs should be written for the user in mind, aligning with user intent, but certain things need to be considered when it comes to how search engines view your page. This can make a profound difference in how your content is consumed and where it appears on Google.
Following these 5 SEO copywriting tips for wellness blogs will save you time and help your blog posts do what they should do… get you leads.
Capture Your Viewer’s Attention
People viewing a webpage spend very little time before clicking away onto something more appealing.
According to research, 55% of pages viewed get only seconds of viewing time.
Capturing your customer’s attention immediately is vital if you want to stop them from searching your competitors’ pages and letting them wow your audience. Once they’ve clicked away, it’s highly unlikely that they’ll return.
This means a lost opportunity for a potential paying customer.
The longer your reader is on your page, the more likely they are to read on and come back a second time.
The more time a potential client is on your wellness blog, the more likely they are to return. Research suggests they are up to twice as likely to return. Getting your reader to come back to your website is crucial.
So why is the need for your viewers to return to your well-being site so important?
It’s important because returning visitors are 75% more likely to buy your products and services than first-time visitors.
Getting your readers to come back to read more means you are more likely to convince them to buy your products or services.
Optimise Your Headlines and Sub-Headlines
Most people skim read a webpage or a blog.
If something doesn’t pop out at them straight away, they are going elsewhere to find what they’re looking for.
This is where headlines come in.
David Ogilvy, one of the most famous advertisers and the inspiration behind the hit TV series Madmen, stressed the importance of headlines:
The headline is the most important element in most advertisements. It is the telegram that decides whether the reader will read the copy.
On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
Having your sub-headlines saying what’s in the body of your content can pique your reader’s interest, so make them count.
Think about the value your content will provide your potential customer. If they think that your content will answer a question or resolve a pain point they have, they are more likely to stop and read.
And, if you’ve resolved an issue that’s been bugging them, they will start to trust you and see you as a valuable source of information.
If they trust you, they are more likely to return, and we know how important that is.
Optimising your headlines and sub-headlines means making sure that they capture the readers’ attention, but also contain the keywords your page is competing for.
Take Advantage of Copywriting Formulas
Time is limited when you’re trying to run a business, so why make things more difficult for yourself?
It’s not feasible to reinvent the wheel each time you need to post something. There are loads of proven copywriting formulas that can help you write targeted content that works.
Tap into a wealth of tried and tested copywriting formulas that have been proven to work.
One copywriting formula that grabs an audience’s attention is AIDA.
AIDA Copywriting Formula
- Attention or Awareness
- Interest
- Desire
- Action
AIDA is one of the oldest copywriting formulas and is still used today.
And why is it so popular?
Because it works!
People copywrite using AIDA because it’s a copywriting method that pulls people in, grabs their attention and gets them to take action.
Attention
Write persuasive copy that captures your reader’s attention and makes them aware of your product or service.
This is usually done by a captivating headline that hooks your reader in.
The first paragraph should then be equally as enticing, encouraging them to read on.
Interest
Once you’ve caught their attention you need to keep it. You need to capture their imagination and generate interest in your product or service. What value does your product or service offer your reader?
This will encourage your potential customer to find out more about you and what you have to offer.
Write your body copy in short sentences and be concise, rather than writing long paragraphs that are going to be quickly skipped over.
Understanding your audience is vital for this. Knowing who they are, the language they use and the issues they face will give you insight into how to get them interested in your business.
Use language that your ideal customer would use so they can identify with what you’re saying.
Desire
Once you’ve captured your ideal client’s interest, you need to get them to desire what you’re selling.
The aim of your copy should be to develop an emotional connection to your product or service.
Remember, people are not interested in you, they want to know what’s in it for them and how your product or service can provide what they really want.
Action
Make it as easy as possible for your potential customer to take action.
This could be buying straight away, downloading lead-generating content, picking up the phone, etc.
Any barrier to stopping them from taking action could result in a loss of a sale or conversion. If it takes two or three clicks to get to a page or download an item, the chances of them giving up increase.
Each click reduces the possibility of a conversion, so make it simple.
Another copywriting formula is the PASTOR formula.
The PASTOR Copywriting Formula
When it comes to health and wellbeing blogs, the majority of readers will be looking to improve their mental health or physical health and to find ways to alleviate pain or a problem they may have.
They’re on Google looking for answers or ways to improve their situation. The PASTOR formula gives you the ability to take them on a journey, resulting in converting them into clients.
PASTOR is an acronym, which stands for:
- Pain/Person
- Amplify
- Story or Solution
- Transformation
- Offer
- Response
Pain/Person
This copywriting formula starts with identifying who you’re targeting. The more targeted your content marketing strategy is, the more effective it will be. Knowing your customers is vital.
Once you understand your ideal client, you’ll have a good idea of the main issues they face.
Write about their pain, condition or ailment in a way that your reader can identify with what you’re saying.
Amplify
To understand the issue fully and to find a solution, you first need to take them on a journey.
Amplify the condition in detail and where it might lead if not addressed or treated. Create a sense of urgency and the need to take action
Story/Solution
This leads into a story of one person’s experience of dealing with this issue and the solution that they found that helped them overcome their pain.
This will help the reader to identify with this experience.
Let the story pull the reader in and inspire them and compel them into doing something about it.
Transformation
There’s a big difference between the features of what you’re selling and the outcome and how that person will feel after using your product or service.
Go into detail about how they will feel and the benefits of resolving their issue in a way that they can identify with and want.
This can be supported by testimonials from previous clients that have benefited from using this particular method or product.
Offer
Make an offer that they can’t refuse.
Lay your offer out and explain exactly what they will get when they purchase your product or service.
Response
Get them to respond.
This means creating a compelling call-to-action that hooks them into engaging with your product or service.
This could be adding the product to the checkout cart, signing up to a course, adding themselves to your mailing list, etc.
This is your opportunity to continue your relationship with your reader, rather than letting them disappear because once they’ve clicked away, they’re gone forever.
Copywriting formulas are helpful and can help save you time, but don’t be too rigid when it comes to applying them.
Your writing should flow and come across as natural. If you’re talking to somebody and you’re getting along and you suddenly realise they’re working from a script, you’ll naturally turn off. This is the same with the copy you produce. If it’s too robotic, it will not have the desired effect.
Create Long-Form Evergreen Content
There seems to be a discrepancy. People tend to have short attention spans, hence the need to hook them in with a captivating headline and opening sentences, however, long-form content regularly outperforms shorter blog posts.
Although this depends on the purpose of your posts, if you’re writing evergreen content, writing lengthier posts is generally considered more effective.
So what is defined as long-form content?
Anything over 2,000 words can be considered long-form content.
Writing longer pieces can give you the edge over your competitors, especially as the average blog post is approximately 500-600 words long.
Write lengthier content that goes into greater detail. This can establish your blog as the go-to site for anything to do with health and wellbeing.
It creates confidence in what you’re writing, making your reader come back for more.
Long-form content also improves search engine ranking over the longer term. It helps generate organic leads by improving your ability to attract organic traffic.
Be Concise With Your Long-Form Content
As a content writer, you need to be aware that your reader is interested in the value that you provide them.
Waffling will only result in lost readers and potential fans for future work, so don’t waste their time.
Be concise with thoughtful language so they can enjoy what’s on offer now as well as long after reading your blog post because we know how busy life gets sometimes.
These 5 SEO copywriting tips for wellness blogs was written to help businesses in the health and wellbeing sector who feel overwhelmed with having to write content and with the number of blogs out there. I hope this is of some help.
If you are feeling overwhelmed with having to write copy, About Now Ltd offers an excellent SEO copywriting service, which includes research into understanding your ideal clients to connect with what they’re searching for. If you’re interested in boosting your search engine ranking and generating more leads, please send me an email at john@aboutnowuk.com.
About Now Ltd is an SEO and web design agency with a difference. We use cutting-edge analytics and valuable data to understand your competitors and write engaging content that speaks directly to your chosen audience. This will give you a powerful advantage in getting your business in front of the right people. For more information on boosting your online visibility and getting your website working, click on the link below and we’ll get back to you within 24 hours.
