Health and Wellness Copywriting That Sells: 7 Key Tips

The global wellness industry is projected to grow at a whopping 8.6% average annual growth, reaching $8.5 trillion in 2027. This means that to grow your brand, health and wellness copywriting should take absolute priority on your agenda. It’s how you’re going to color outside the lines and make your brand voice HEARD!

Yet, in health and wellness, writing great copy is easier said than done. From crafting catchy website headlines to search engine optimization (SEO), some so many bits and pieces go into crafting a persuasive message that engages your audience and inspires them to take action toward a healthier lifestyle.

If trying to find the right words makes your brain hurt, don’t worry! In this article, I (Haley, a psychology-driven copywriter and CEO of Slade Copy House), will walk you through my best health and wellness copywriting strategies so you can build a high-converting holistic health brand.

What Is Health and Wellness Copywriting (and Why Does It Even Matter)?

First things first. Why should you even CARE about health and wellness copywriting for your brand? After all, you offer a top-notch service or product, regularly show up on social media, and read up on top-performing marketing strategies in your health and wellness niche. Isn’t that enough to succeed?!

The truth is, the positive impact of effective copywriting can’t be underestimated. Compelling copy draws 7.8 times more site traffic and produces better brand recall because it builds a genuine connection with your target audience.

In an economy where consumers prioritize their well-being and seek trustworthy solutions, good copywriting increases your audience’s trust in your brand and sets it apart in a crowded market.

Copywriting is more than just “writing words.” Well-crafted copy starts a conversation with your ideal client and speaks to their innermost desires. To help you reach your business goals, there’s a great deal of research, strategy, and creativity that goes into writing copy, whether it’s your website copy or a long-form sales page for your newest product.

7 Hush-Hush Tips for Health and Wellness Copywriting to Drive Conversion Rates

1. Understand Health Trends and Consumer Behavior

Whether you’re a mental health professional, a dietitian, or a wellness brand, staying ahead of emerging health trends and understanding evolving consumer behavior is essential to remain relevant and competitive.

High-converting copywriting is always based on extensive research, and there are multiple types of research that you should be conducting on a regular basis. 

Market Research

Market research helps you understand emerging trends and opportunities for innovation. You can use online resources, such as industry reports and market analyses, to predict what kinds of solutions are going to be in demand and what your potential clients actually want. You can also use social media, such as Instagram and Facebook, to monitor conversations and understand your customers better.

Voice of Customer Research

Voice of Customer (VoC) research is a powerful copywriting tool that gives you direct insights into the preferences, experiences, and expectations of your target audience.

It opens your eyes to the specific ways in which your customers are talking and thinking about your service or product. Using VoC data in your copy allows you to speak directly to their pain points and desires (as well as overcome potential objections).

Surveys, customer interviews, feedback forms, and social media interactions are some of the best ways to conduct Voice of Customer research. I like to organize all of the data I gather in a spreadsheet and use it to figure out what my target audience is struggling with, what they might be worried about when deciding whether or not to invest in a service or a product, and what kind of transformation they’re searching for.

Competitor Research

Last but not least, staying updated on what your competitors are doing is a great way to do copywriting research. Identify who your main competitors are and stay updated on their progress. Are they launching a new type of service or product? Using new sales tactics? Make a note of it and figure out how you can evolve your online marketing strategies.

Overall, your copywriting should be informed by the changes and trends in your industry and contribute to the ongoing conversation in a unique, fresh way.

2. Leverage Scientific Authority and Expertise

In health and wellness, it’s important to establish credibility and trustworthiness for your brand. You’re dealing with people’s physical, emotional, and/or spiritual health, so it’s crucial to show your audience that you’re qualified to do the work you claim you can do.

Consumers are becoming more and more aware of the fact that there’s NO quality control in the online space, so it’s important to use your copywriting to establish yourself as a true expert who has valuable information to share.

HOW you leverage your authority and expertise largely depends on what you do in the health and wellness space. 

For mental health professionals, such as therapists, sharing your qualifications and educational background is important. If you’re selling a holistic health product, back up your claims with scientific research and expert opinions from reputable sources whenever possible.

For example, take a look at how we incorporated credentials into the bio of our recent client Nourishing NY, a private NYC practice that helps young men and women overcome disordered eating.

Incorporating credentials into health and wellness copywriting.
Establishing authority through health and wellness copywriting.

3. Highlight Unique Selling Propositions (USPs)

The health and wellness industry is competitive, so it’s important to use your copy to establish what’s UNIQUE about what you offer early on.

Unique Selling Propositions (USPs) are distinctive qualities that your product and/or service has that differentiate them from competitors and give your consumers compelling reasons to buy them.

If you’re a mental health professional, you may have a proprietary approach to working with clients that helps them make faster and deeper changes in their lives. If you’re selling a wellness product, maybe you use innovative technology or sustainable sourcing practices to create it. Or maybe you have a unique philosophy or a personal brand that makes your target audience resonate with you.

Highlighting USPs in health and wellness copywriting.

CASE IN POINT! When writing copy for one of our clients, Halsa Nutrition, we highlighted the founder’s philosophy of building a relationship with food and eating vs. going on a diet throughout the website.

4. Appeal to Real Human Emotions

Buying is inherently an emotional decision, influenced by unconscious factors that go beyond rationality and logic. Emotions such as desire, fear, joy, and anticipation play a much bigger role in purchasing decisions than you may think! 

On the other side of the screen, some REAL people need to feel a genuine connection with your brand before they even consider buying. The best way to appeal to your audience’s emotions? Tell them a good story.

Infusing your copy with storytelling can bring powerful results, such as making people 55% more likely to buy from you in the future and increasing the value of your product or service by a whopping 2,706% (yup, for real).

Don’t make yourself sound like a robot to appear more “professional.” Share what makes you (and your brand) human, get REALLY specific with your words, and make your customers feel like they’re at the center of your brand narrative.

5. Win Them Over with Social Proof and Testimonials

Social proof is king! Consumers are increasingly relying on the opinions and experiences of others to inform their purchasing decisions, so make sure that your website and sales pages are FULL of legitimate pieces of social proof.

Authentic testimonials, success stories, user reviews, case studies, video testimonials…there are SO many ways to share real-life stories of people who have experienced positive transformations as a result of working with you or buying your product. Make social proof front and center whenever you’re writing your copy.

6. Don’t Forget About SEO Optimization

Having the most incredible copywriting in the world doesn’t matter if your target audience can’t FIND your website or sales page. Optimizing your copy for SEO helps you appear in Google Search results and drives traffic to your website, which means that more people can discover your service or product (and buy from you!).

Optimizing for SEO is a dynamic and ongoing process, but here are the five things to focus on:

  1. Keyword Research: Do thorough keyword research to identify relevant terms and phrases that your target audience is searching for (as it relates to your service or product).
  2. On-Page Optimization: Optimize your website’s on-page elements including title tags, meta descriptions, headers, and URLs with your target keywords to increase your website traffic.
  3. Quality Content: Create informative and engaging content (blog posts) that addresses the needs, questions, and interests of your audience, naturally incorporating your target keywords.
  4. Mobile Optimization: Make sure that your website is mobile-friendly and optimized for different devices and screen sizes – mobile-friendliness is a key factor in Google’s algorithm!
  5. Link Building and Authority: Build quality backlinks from reputable and relevant websites in the health and wellness niche to improve your website’s authority, credibility, and rankings in search engines.

SEO optimized copy is key for bringing new leads to your business. For best results, hire an SEO Copywriter!

7. Hire a Health and Wellness Copywriter

At the end of the day, writing high-converting copy is not a skill that you can quickly learn on your own. It takes literal years for copywriters to hone their skills and start writing high-performing copy that drives more sales.

Copywriters are not only great writers. They also have a deep understanding of buyer psychology and can creatively apply their knowledge to your website copy, landing pages, email campaigns, and more. Many business owners start out DIY-ing their copy, but if your health and wellness brand is ready for an upgrade…hiring a health and wellness copywriter is a must!

Hiring a Health and Wellness Copywriter FAQs

Why should I hire a health and wellness copywriter to create my copy?

So many reasons! From conveying the unique benefits of your products or services to inspiring action through persuasive CTAs, a health and wellness copywriter can elevate your brand’s messaging, increase engagement, and drive conversions. Copywriting is one of the most important aspects of business success, and hiring a copywriter is going to bring you much better results than writing your own copy.

What qualifications should a health and wellness copywriter have?

Your health and wellness copywriter should have a blend of relevant qualifications and expertise, including research skills, a deep understanding of buyer psychology, and an in-depth knowledge of SEO principles. That said, the MOST important thing is that you like their style and way of writing. To make your decision, ask to see their portfolio!

What kinds of results can a health and wellness copywriter get me?

Working with a health and wellness copywriter can bring fantastic results to your business. Having better copywriting on your website and sales pages directly translates to more money and sales, but the positives of working with a copywriter expand beyond that. It also helps you increase your brand awareness, build a more genuine connection with your audience, and improve your search engine rankings.

I’m sold. How do I sign up?

Ayyooooo! We’re so excited to help your health and wellness brand grow. To get started, learn more about our copywriting services and get in touch! 


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