health coach copywriting

Guide to Writing Effective Content for Your Health Coaching Business Website

You know your website is the most powerful piece of your online marketing plan for building your health coaching business. While it’s important that your website functions well and makes it easy for your ideal client to take action to connect with you, good content is most essential.

Every page of your website is an opportunity to create a relationship with your potential clients and inspire them to take action. To do that, you must know exactly who you are trying to reach and understand what personal health concerns and challenges lead them to search for your kind of service.

Write content for your website that speaks directly to your ideal client in language they can resonate with, in your own voice.

Consider how each page of content relates to the next, and how they all work together to represent your brand online.

In this post, I’m sharing pieces of my exclusive Content Creation Guides with you as a starting place for your own content creation process. In conjunction with private coaching, these guides help my clients move through the process of creating effective content for their health coaching websites.

Website Content Creation Tips

Write every word of your website’s content with one person in mind: your ideal client. Write naturally, the same way you would speak to her directly. You should use the same intimate tone throughout your social media efforts too.

Every page should end with a call-to-action. Don’t leave your ideal client hanging. If she’s ready to connect with you after she reads a page on your website, make it easy. Invite her to schedule a Breakthrough Session and/or offer your free gift incentive.

The same goes for your blog posts. End each post with an action the reader can take: subscribe to your blog, get your free gift, make a purchase, or schedule a Breakthrough Session.

Use energetic and engaging titles and subtitles throughout your website’s pages and blog posts. Keep paragraphs short (2-3 sentences max) to make it easy for your Ideal Client to skim through your content. Many of your Ideal Clients are too busy to take in every word you write, and keeping that in mind will improve the likelihood that the busy visitor still learns enough about what you offer to take an action.

Your Website’s Homepage

Your homepage is the first step in the process of creating a meaningful relationship with your potential clients.

The best way to use the homepage of your website is by writing a Personal Letter from you to your ideal client.

First, bring your ideal client clearly to mind. It may be a past or current client, or your image of who would be your ideal client.

Write the way you speak. Read it back to yourself to be sure that it’s written conversationally, in your own voice. Don’t use “we”, “they”, and “our”, use “I”, “you” and “your”.

Start by answering this question: What are the top challenges or issues your potential ideal client faces right now?

What recurring concerns keep him or her up at night? Be specific. Write about challenges that make your ideal health coaching client say “Wow, that’s me!” as soon as they reach your website. Write up to five bullet points – be very specific. These points can also be in question form.

Go on to describe the downside of not dealing with these challenges, and then highlight what’s possible as a result of working with you. Introduce yourself, and why you’re the right fit for them.

Your About Page

The intention of the About page is to allow your ideal client to begin getting to know you as a real person, not a list of credentials. This is not a place to hide behind your titles and sing the praises of the school(s) you attended.

Use this page to tell your story, show you’re a real person, who’s imperfect and been where your client has been.

There are many different About Page styles, but the most effective is the “Personal Story” style. You want to create personal connection with your potential clients, and this is the best way to do it.

Tell the most relevant parts of your life story, to create resonance for your ideal client, and help him or her begin to know, like and trust you.

Telling your story on your About page isn’t about writing a memoir or a casual blog post. You’re letting yourself be a little vulnerable and real, and professional at the same time. You’re telling your story for a purpose.

Your Breakthrough Session Page

Whether or not you choose to include a page on your health coaching business website that describes your Services or Programs, you’ll want to have a dedicated page to offer your initial consultation.

The Breakthrough Session page acts like a short “salespage” for your initial consultation. Keep it simple and to the point.

I recommend giving it a client-attractive name that fits your brand. Calling it “Health History” or “Free Consultation” does not inspire action, and downplays its purpose and value.

Use this page to manage expectations and set the tone for the session. Be sure to make it clear that this session is not a “trial” coaching session, not a free Q&A session and won’t be lead by the prospective client.

The Breakthrough Session is lead by you, and the intent is to get clear about whether you want to work together.

Include a clear and easy call-to-action depending on what step you want your ideal client to take: make a purchase (followed by an auto-responder that gives them instructions on scheduling their session), call or email you directly, or choose an opening on your online calendar.

Private Coaching and Content Creation Guides

I work closely with my VIP Coaching Clients every day to create business-building content for their health coaching websites. Starting by delving deep into the Ideal Client Profile, my clients are lead step-by-step through my exclusive Content Creation Guides to complete each page of their website and learn a great deal about how to create a successful business they love in the process.

If you’re ready to launch or re-launch your website with clarity and client-attracting content, get started now with an Awesome Business Breakthrough Session and save $20 with coupon code HCW20.

To you and your awesome business,

Heather Cottrell

Heather Cottrell shows coaches, bloggers, wellness pros and other mompreneurs how to grow your business online. Get expert support and coaching around content creation, social media strategies and digital marketing specially designed for creative professionals with a mindset for success. Find Heather Cottrell Business Services at and on Facebook | Twitter | Pinterest | LinkedIn.

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