How to prioritize the content on your health and wellness website

In this blog post from Okay, Okapi - where wellness pros learn to write better than okay copy that sounds like them - learn how to priortize the content on your health and wellness website.

Your website is like your business card. Your 24-7 marketing plan. Your backup plan when you can’t afford to take out a full-page ad in the local natural health magazine or, you know, a giant billboard on the busiest highway in town. 

But building a website is no joke. There’s a lot of work involved. Lots of planning and designing and creating and tweaking and obsessing. 

How the hell are you supposed to know what pages or content you need first when you’re just starting out and EVERYTHING feels important? I’ve got a surprisingly simple plan for you, and, no, it doesn’t include the same answer for everyone. AND the first two things aren’t even on your website.

Mind. Blown.

Let’s just strike down the first excuse now: Yes, you do need a website. I’m pretty sure you’d be lying if you said you didn’t immediately google someone you’re thinking of hiring or working with. Or stalk them on social media. 

No one goes to that restaurant in town that doesn’t have a website or at least a menu on one of those fly-by-night menu sharing sites. (Can we ever really be certain that’s the menu? The most current menu? Will I have my heart set on something only to show up and it’s no longer on offer?!?)

So why should it be any different for you?

Maybe you haven’t launched your website because you want it to be perfect. You want to make sure every word is right, every image is amazing, every single thing has been thought of. So you spend MONTHS tinkering behind the scenes and before you know it a year has gone by and you STILL hate your website and every sentence and picture on it. So you just keep it to yourself a little longer.

Or maybe you’re so overwhelmed with all the possibilities that you don’t even know where to start. What content do you need? What should you call each page? Is there an ideal number of words for each page? A prescribed picture to word ratio?

Here’s a super simple plan to help you overcome your inner perfectionist, take imperfect action, and figure out what website content you should prioritize and what content can take a backseat for now.

Create your opt-in.

Listen, people aren’t signing up for newsletters just because you have one. They just aren’t. I mean, yeah, your mom will probably sign up even if you don’t have a crazy cool, super useful freebie, but the random people that stumble upon your website? Probably not.

Plus, with the whole GDPR thing, you can’t really trick people in to subscribing any more. (Not that you were doing that to begin with, right? RIGHT?)

So the first thing you really should do is craft an opt-in that your ideal client is gonna go cuckoo for. Without this, you aren’t giving people much of a reason to subscribe to your list.

Make it valuable, make it pretty, and make it an easy yes for your client.

Write and schedule your welcome sequence.

Wait, what? That’s not even a page on your website! It doesn't even GO on your website!

You’re so astute. I like you.

Your autoresponders are pretty important. They deliver that freebie you so lovingly created. They welcome people to your business. They create that know, like, and trust factor. They give you a chance to sell.

And…do you like when you sign up for someone’s email list and then never hear from them again? (Rhetorical question.)

So, after you develop your to-die-for download, you’re going to write some emails to go along with it. 

At the very least, you’ll want one email. But you might as well go ahead and write an entire sequence while you’re at it. It doesn’t have to be 15 emails. It doesn’t have to be 10. It can be three or five or six or seven…however many emails you feel good sending and that gives you enough of an opportunity to get your freebie in your client’s hands, to introduce yourself, to establish some authority, and to ask for a sale.

Get a landing page up.

Now we’re actually getting to the content on your website – hooray! You’ve got your opt-in, you’ve got your email series, and the next step is a landing page so you can connect all these pieces and start growing your list.

When you’re stressing about all the content you HAVE to develop for your site, a really quick solution to at least establish a presence is to create a landing page.

It should be simple with a really clear call-to-action (ahem, sign up for email list). It should give people a reason to sign up for said email list (ahem, your opt-in offer). And it should be connected to your autoresponders.

I’m not saying you ONLY ever need a landing page. Goodness, the interwebs powers-that-be might curse me for that suggestion. What I’m saying is that, instead of freaking out and getting stuck and overanalyzing and really just not starting your business because you can’t get an entire website written, designed, and working flawlessly in one day, launch with just a page.

Then, you can work behind the scenes on creating all the other content you want on your site. But having a landing page up and working for you takes some of the pressure off having everything done right away and having it be perfect right now.

Ask yourself what your goal is.

This is where the path diverges a bit, my friend. Everyone – whether you’re a health coach, a yoga teacher, a nutritionist, an energy healer, a dog walker – should have their opt-in, their autoresponders, and a landing page when they’re just getting started.

But what content you focus on next depends on YOUR goals.

So ask yourself what your goal is. Do you want to get people to sign up for your email list? Do you want to book discovery calls? Do you want to get clients?

If you want people to sign up for your list, you’re going to highlight your opt-in offer. Maybe you have a series of blog posts that lead to the opt-in offer. Maybe you have some content upgrades in your blog posts to encourage people to sign up. Maybe you build out your existing landing page a little bit more, turn it into a home page, and make it even more attractive.

If booking discovery calls is your goal, you’ll want a booking page on your site. You’ll probably want a work with me page that leads to your discovery call. You’ll probably want an awesome about me page that makes your client think you totally get them and makes them want to talk to you NOW.

If you’re looking for clients, you’re definitely going to want a work with me page. And an about me page so people can decide if you’re what they’re looking for. And blog posts that lead to your services. And maybe even a contact page so people can reach out and ask questions. 

In the end, most of us will end up with pretty similar pages on our websites – a home page, a work with me page, an about page, a booking page, a contact page, a blog – but how we get there should be different and based on what we need in our businesses right now.

Here’s where you’re going to take some action! Some totally imperfect, totally awesome action. Ask yourself what you need in your business right now. And then map out what your website needs to have in order to help you reach that goal. Fun, right?

Even more fun? If all that content you’re developing sounds like you! (Yep, it’s true.) If you’re tired of sounding fake and trying to write like everyone BUT you, take 10 Days to Better Than Okay Copy for a spin. You’ll learn how to write copy that sounds like you so your whole website will sound like you. As if we weren’t having enough fun already, it’s free! Who said you can’t have fun without spending money? See for yourself right here.

Tracie Kendziorawebsite