When I say “expand your health and wellness practice,” I don’t mean moving into a bigger office or hiring more staff. I’m talking about increasing your online traffic to build a larger pool of potential clients.
Read This Guide If…
1. You’re happy with the people your health practice is attracting, but you want to maintain a more consistent, predictable roster.
2. You’ve been thinking about growing your client base to not only feel more fulfilled professionally but also to increase your revenue.
Idea I Want to Share With You as a Copywriter for Small Businesses
Bringing in more clients starts with increasing awareness that you exist. It also involves trusting the process – trusting that the right people will engage with your online content over time. Eventually, the content you share will help people realize they need your services or programs to address their health concerns and wellness goals.
Pivotal Question
How do you increase public awareness of your practice or business?
We Could Approach This in Multiple Ways, but I’m Gonna Suggest This Answer
Digital marketing is the key for growing your health and wellness practice. You can create a multi-channel or omni-channel presence depending on your energy and where your target audience spends time online. Alternatively, you can keep it simple by focusing on one platform. Either way, ensure you have these three essential elements:
1. A social media platform – Publicly showcase your health and wellness business.
2. A website – Make sure you write this in your unique brand voice. This provides easy opportunities for visitors to book appointments or take the next appropriate step with your practice.
3. An email list – Create a private channel to engage with your audience.
If This Already Sounds Like a Lot, Don’t Worry
If managing all three elements feels overwhelming, the good news is you don’t have to create new content for each platform. You can repurpose your content, which offers two major benefits:
1. Content repurposing saves time – You don’t have to constantly think of fresh ideas.
2. Content repurposing keeps your messaging consistent – Your leads won’t be confused about your personality, values, or offerings.
Getting Started: Non-Negotiable #1
To make this happen, stay as organized as possible. Write all your content in a Google Doc, rather than jotting ideas down on paper or in your phone’s notes app. Writing inside a social media app or email platform is risky—glitches happen, and you could lose valuable content. Always title your Google Docs according to the key ideas within them to stay organized.
Getting Started: Non-Negotiable #2
Eliminate distractions during content creation. This might mean leaving your phone in another room or putting it on airplane mode. Alternatively, take your laptop to a park and write offline in a Google Doc (like I’m doing right now). Whatever your method, set up an environment that promotes relaxation and clear thinking.
Getting Started: Non-Negotiable #3
Write in a way that leverages your natural strengths. If your ideas flow better when spoken out loud, record yourself talking through a piece of content and type up the key points as you listen back. If writing in full paragraphs feels overwhelming, jot down bullet points in your Google Doc and later convert them into a paragraph.
The Logistics of Writing for Multiple Channels
When repurposing content for your three platforms (social media, website, and email), it’s typically easier to move from long-form writing to short-form. In other words, write a cohesive, personality-filled website first, then break that down into smaller pieces for Instagram, Facebook, TikTok, etc. This is usually simpler than stringing together small social media chunks into a five-page website.
The Exception to This Rule
I’ll contradict myself here. If you’re creating a brand voice guidelines (BVG) document, it makes sense to write short-form content first. This is something I do for my clients when they hire me to write a full website. The BVG document contains key marketing messages, organized by length and perspective.
For example, one section of the BVG might have a two- or three-paragraph message written in the first person (using “I” or “we”) to create a personal connection with the reader. Another section might have under-10-word messages that give a quick snapshot of your business’s core offer. Once the BVG is completed, you can copy-and-paste your marketing messages onto your Instagram bio, LinkedIn about section, and other short-form settings.
However, my original point was that you can use the short-form messages within your BVG to create long-form pieces like your entire website homepage, for example.
Now That You Know About BVG, Here’s How You Might Wanna Proceed
1. Write your brand voice guidelines (BVG).
2. Write your five-page website (or write more pages, depending on your needs).
3. Write your social media posts.
4. Write your emails.
(I’ll admit I’m oversimplifying digital marketing with this four-point list.)
How to Write Your Brand Voice Guidelines (BVG)
Book your free strategy call to learn more about the 5+ elements of the Brand Voice Guidelines (BVG) document that will help your health and wellness practice attract more clients or patients in 2025.
