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Lisa Nelson requested a Cat Scan for her site:
http://www.enutritionservices.comLisa's big challenge is to add the 2 W's to her
home page: Who are you and Why should I care.
Her visitors will ask questions like: What
is e-Nutrition? What's an RD and an LN? How do clients
benefit from working with an RD instead of a WMA -- a
Well Meaning Amateur? And why a web version of something
the insurance should cover?
Inside, in the FAQ, Lisa tells us she is a
Registered Dietitian, or RD. She also suggests that her
clients might get insurance reimbursement for her
services.
Will visitors "get it?" Specific suggestions:
(1) Clarify why clients will call you.
I suspect clients call when they have tried and failed to
change their lifestyles.
Maybe they're tired of long waits for providers who are
indifferent or even rude. Maybe they're busy professionals who
welcome the privacy and flexibility of phone
consultations.
Your headline needs to address your client's most
desperate needs. As a 30-second example, your market may
resonate to a message like:
"Are you struggling to get healthy - but you want to live
your life while you save your life?"
Or they may respond positively to a stronger message...
something about living to see the grandchildren. You
have to test so you communicate "strong," not "scary."
(2) Clarify how your clients benefit.
If I faced serious health problems myself, I would
want to know:
Will you provide accountability -- talk to me every week
and be supportive with challenges like the mandatory
calorie-filled company dinner?"
Will you translate the medical requirements for my
condition into a manageable schedule that fits my
ridiculous schedule?
Will you offer the same services as the RD my doctor
recommends (but faster and hassle-free)?
For final copy, you wouldn't stop there: you'd spell out
the benefits of health, energy, and longer life that
result from your new lifestyle.
(3) Clarify your role.
Does a client need a doctor's letter? Where do you fit
into the treatment plan?
Mention that clients may able to get insurance
reimbursement but save details for a "services" page.
(4) Create a stronger title for your giveaway.
Now you promise, "Stop wasting money and take
control of your health."
Come up with something like, "Five Supermarket Foods to
Lower Your Blood Pressure." or "7 Delicious Foods That
Lower Cholesterol."
Be honest but appeal to curiosity and, once again,
their deepest concerns.
(5) Create pages that flow logically from one to the
next.
The FAQs cover a wide range all at once. For instance,
guide readers to learn more about you and your benefits
before introducing services and fees.
Finally, add a warm, professional look to your website.
Keep it simple... and don't forget the keywords.
That's all we can do today. I suspect you provide
a valuable service. Now tell the world!
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For your own Cat Scan:
http://www.copy-cat-copywriting.com/copymini.html
No time to write copy, but need a website that
turns visitors to clients? See
http://www.makewebsiteprofits.com/jump.html
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Recent blog entries:
Business Growth Mindset: Butterfly or Botanist?
Time Management for Blogging
A Headline That Created a Magazine Empire
http://www.copy-cat-copywriting.com/blog
Just for fun (and a more personal approach)
http://www.midlifedog.com/blog
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Go ahead and forward this ezine to friends and
colleagues - no changes, please: I planned it this
way!
Reply to this message if you'd like to reach me.
©2008 Cathy Goodwin All rights
Cathy Goodwin, Ph.D.
http://www.midlifecareerstrategy.com
http://www.copy-cat-copywriting.com
24 Roy Street #376
Seattle, WA 98109
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