Posted on Sunday, 6th July 2008 by CopywritingCat
Lisa Nelson requested a Cat Scan for her site: http://www.enutritionservices.com
Lisa’s big challenge is to add the 2 W’s to her home page: Who are you and Why should I care.
Her visitors will ask questions like: What is e-Nutrition? What’s an RD and an LN? How do clients benefit from working with an RD instead of a WMA — a Well Meaning Amateur? And why a web version of something the insurance should cover?
Inside, in the FAQ, Lisa tells us she is a Registered Dietitian, or RD. She also suggests that her clients might get insurance reimbursement for her services.
Will visitors “get it?” Specific suggestions:
(1) Clarify why clients will call you.
I suspect clients call when they have tried and failed to change their lifestyles.
Maybe they’re tired of long waits for providers who are indifferent or even rude. Maybe they’re busy professionals who welcome the privacy and flexibility of phone consultations.
Your headline needs to address your client’s most desperate needs. As a 30-second example, your market may resonate to a message like:
“Are you struggling to get healthy - but you want to live your life while you save your life?”
Or they may respond positively to a stronger message… something about living to see the grandchildren. You have to test so you communicate “strong,” not “scary.”
(2) Clarify how your clients benefit.
If I faced serious health problems myself, I would want to know:
Will you provide accountability — talk to me every week and be supportive with challenges like the mandatory calorie-filled company dinner?”
Will you translate the medical requirements for my condition into a manageable schedule that fits my ridiculous schedule?
Will you offer the same services as the RD my doctor recommends (but faster and hassle-free)?
For final copy, you wouldn’t stop there: you’d spell out the benefits of health, energy, and longer life that result from your new lifestyle.
(3) Clarify your role in creating the benefits.
Does a client need a doctor’s letter? Where do you fit into the treatment plan?
Mention that clients may able to get insurance reimbursement but save details for a “services” page.
(4) Create a stronger title for your giveaway.
Now you promise, “Stop wasting money and take control of your health.”
Come up with something like, “Five Supermarket Foods to Lower Your Blood Pressure.” or “7 Delicious Foods That Lower Cholesterol.”
Be honest but appeal to curiosity and, once again, their deepest concerns.
(5) Create pages that flow logically from one to the next.
The FAQs cover a wide range all at once. For instance, guide readers to learn more about you and your benefits before introducing services and fees.
Finally, add a warm, professional look to your website. Keep it simple… and don’t forget the keywords.
That’s all we can do today. I suspect you provide a valuable service. Now tell the world!
For a frugal website makeover, check out my forthcoming teleseminar.
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Tags: copy, copywriting, web site marketing
Posted in copywriting, website marketing
