Looking to attract more clients, expand your reach, and grow your audience? Blogging is a medium-to-long-term marketing strategy that can help you boost the online profile of your health and wellness business with relatively little effort.
In this post, I’m going to run through some of the blogging tactics I use to get my clients noticed online.
Who am I? My name is Lucy, and I’m a freelance copywriter specialising in health, nutrition, wellness, and sustainability. I work with clients all over the world, including yoga teachers, health coaches, educational institutions, and ethical lifestyle brands.
The Benefits of Having a Health & Wellness Blog
Honestly, almost all businesses can benefit from having a company blog. It helps you show up in search results, attract visitors to your website, and establish a relationship between you and your clients.
If you run a health & wellness business, that last point is especially important to you. There is SO MUCH information on health online, and so many people claiming that they have the answer.
Making your services or products stand out amongst all that noise can be a challenge. But one of the best ways to do it is to establish yourself as an expert in your field. Regular blog posts showcase your knowledge, give readers helpful and practical advice, and build trust.
Yes, practicalities like SEO matter too. No one can benefit from your health & wellness knowledge if they don’t know you exist. But your blog is also a point of connection between you and the person on the other side of the screen. If you treat blogging as a relationship-building tool, it will help you convert interested readers to loyal clients.
Which brings me to my first tip for writing blog posts to market your health & wellness services:
1. Write for Your Reader First
Look, we all know that part of the reason you want a blog for your wellness brand is to get found on Google (and other search engines). SEO should be a consideration in all your website content, but it shouldn’t come first.
Your reader comes before Google’s bots when you think about the content you include on your health & wellness blog. After all, you work with humans, not machines.
Think about who your target customer is and what they need from you. Why would someone be searching for your services? What problems are they facing?
When you start from a place of wanting to help your audience solve their issues, you’ll already be part-way to creating a blog that gets more clients for your wellness business.
2. Structure for Readability
I spend a lot of time staring at screens. I bet you do too. By the end of some days, my eyes are so tired, and my brain is so fried, I can barely understand what I’m reading. (I must get better at wearing my glasses).
Your potential clients likely have busy lives. There are lots of things competing for their attention online and, like me, they probably spend more time than is healthy looking at screens.
If I click onto a website where the text is small, or there are large dense paragraphs, or there are no engaging images, I bounce straight back off. My eyes and my overtaxed brain can’t cope, so I go looking for something easier to read.
This is especially true if I am reading on a phone, like over 50% of internet users.
This means that you need to structure your blog content well, making it easier to read on a (small) screen.
Short paragraphs, plenty of white space. Headings, lists, bullet points. Anything that can help someone who is skim-reading get the gist quickly.
Images are good too. And please, please make sure the text is big enough to read easily.
3. Pick Topics Your Audience Want to Read
Points 1 & 2 are more about how to write your blog than what to write. But the content itself is obviously pretty important if you want your new blog to be effective in marketing your health and wellness services.
The good news is that picking topics your audience want to read will help with SEO as well since these are the things that they’ll be searching for online.
Not sure what your audience wants to know about? Here are a few tips for coming up with post topics for your health & wellness blog:
- What do clients ask you about? If there are frequently asked questions, use these to write a blog post.
- What topics get a lot of engagement when you share them via other channels, such as social media?
- What do your competitors write about on their blogs and social media? Can you offer a new perspective?
- Has there been any new research or articles in the press that are relevant to your business?
- Do you run online training or webinars? These can be written up as blog posts too
Another way to come up with blog ideas is to use Google to your own advantage. Both the autofill function and the “people also ask” section can help you find new ideas for blog posts.
And you can ask your audience too. What content would they like to see from you?
4. Write a Compelling Headline
Just like the subject line of an email, the headline of your blog post is vital to attracting readers. It is your first opportunity to get them to click through to your site, so it needs to be eye-catching.
I like to use the CoSchedule Headline Studio to help me come up with clickable titles for my clients’ blog posts. There’s a paid version, which gives you some helpful extra SEO insights, but the free version is fine for most people’s needs.
What makes a good headline for a blog post is different from what works in print. Usually, when your target audience searches online, they are researching options, looking for a solution to a problem, or gathering more knowledge.
This means blog titles that show the relevance of your post to their search query are more effective than clever puns or wordplay.
Types of headlines that tend to do well include:
- Lists – “5 ways to protect your eye health”, “The top 15 reasons to eat more veg”
- Guides – “how to start a yoga routine”, “the beginner’s guide to ancient grains”
- Why – “why you find it hard to exercise (and what to do about it)”, “why Japan has some of the healthiest people in the world”
- Questions – “is breathwork better than therapy?”, “are avocados environmentally friendly?”
Don’t forget to use your primary keyword in your blog title to help with SEO.
5. Make Your Content Work Hard
Once you’ve gone to the trouble of writing a blog post, you may as well get as much mileage out of it as possible.
Blog posts can be used as a basis for social media posts and email newsletters, so you are not constantly having to scramble for new content. You can even use them to create your PPC ad campaigns.
Don’t forget to revisit your old posts too. Once you’ve built up a library of blog posts, you can periodically go back through your archives and dig out relevant posts to help you create content for social media.
6. Be Patient
Blogging isn’t an instant marketing win. It takes time for content marketing tactics like this to gain traction. So, you’ll need to be patient and not expect to see immediate results.
Generally, I suggest blogging consistently for at least 6 months before you evaluate whether it is helping your health & wellness business find new clients.
How often should you post? If you have the capacity, aiming for a blog post a week is great – or even more regularly. But if you can’t, once a fortnight or even once a month can still bring results.
The key is consistency. Posting regularly but less frequently will be more effective than creating loads of blog posts one week and then none for months. There is no need to stretch yourself too thin trying to keep up with an unachievable content calendar.
If even once a month doesn’t seem possible, it might be time to get some extra help. Freelance content writers (like me) are more affordable than an extra member of staff, and also bring all their expertise in writing, planning content, and optimising blog posts for search engines.
Many of my clients are small businesses or sole traders. They rarely have any extra capacity for writing regular blog posts, which is why they come to me to do it for them.
If you need some help with your health & wellness blog, get in touch to discuss what I can do for you.