Does your health website look like an encyclopedia? Or is it simply a directory, pointing potential patients to your office/contact page? Yeah, you know what I’m talking about...those websites you land on that you immediately want to click away from. If that’s your website, don’t fret! I’m going to share with you three simple copywriting formulas to make your health website shine!
What Is a Copywriting Formula?
I’m all about working smarter, not harder. I’m betting you are too. You didn’t go through all that schooling to be where you are today without learning efficiency. A copywriting formula is a tool to help you write more efficiently.
That’s right, a tool.
A copywriting formula will not magically transform your website into a work of art, it’s more like a paint-by-numbers than a Picasso. It will, however, give you the bare bones of a converting website that attracts (instead of repels) potential patients.
You should know that it takes a while to learn how and when to use a copywriting formula. In fact, you don’t HAVE to use copywriting formulas at all. But, if you’re an alternative healthcare professional looking to DIY your website, they can come in handy.
I’ve found that the best way to use copywriting formulas is when organizing your thoughts. You know when you’ve got so many ideas running through your head it’s like a marathon race went off? Like you have so much to say and have no idea which thoughts to cheer for? Yeah, that’s when to use a copywriting formula.
Now, before we get into our formulas, let’s take a deep breath...in...and...out. Get ready to give yourself permission to follow the formula. You don’t have to reinvent the wheel to write a good website.
Copywriting Formulas to Make Your Health Website Shine
Formula #1: PAS
This is one of the most popular formulas, and one of the easiest to use. It is simple, yet also highly effective. Here is what it stands for:
Problem - Introduce a problem you reader has encountered.
Agitate - Agitate the problem using emotional language.
Solution - Offer a solution to the problem.
Remember, people don’t make lifestyle changes or quit bad habits unless they have a reason to. The first part of this formula is you giving them a reason. Think about the pain points of your target audience and spell it out for them in your copy. Make your audience feel a little called out - like you know what’s going through their mind.
Don’t forget, your problem can still be a positive sentiment, but one that calls out a potential stumbling block.
After you have introduced the problem, remind your audience why it’s such a big deal. Talk about what would happen to them if the problem persisted. Use emotional language and describe what this would look like. If you have a good grasp on your target audience, you can even use phrases and words they themselves use!
Then, before they spiral into depression, give them a solution. Tell your audience exactly how they can alleviate their problem or overcome the challenges they're facing by working with you. Explain this part clearly and concisely so there is no confusion (aka sell yourself and don’t beat around the bush).
Formula #2: AIDA
The second formula is another popular choice among copywriters. It’s a little different than the first. This copywriting formula plays more on a reader’s curiosity than their pain points. Here is what AIDA stands for:
Attention - Grab the reader's attention.
Interest - Create interest by sparking their curiosity.
Desire - Give them something to desire.
Action - Encourage them to take action.
There are different ways to grab your potential patient’s attention. You could start by asking a question or using an eye-catching visual. You could also start with a controversial statement. What grabs your readers will depend largely on who your target audience is.
Now that you have their attention, create interest by sparking their curiosity. A great way to do this is by sharing a short story of success and make them ask “How.” Another way to spark curiosity is by introducing compelling facts into your copy.
When you get your reader’s mind turning, give them something to desire. Paint a picture of what it would look like for THEM to be the leading character in a success story. Use descriptive language and get your audience to really imagine themselves in that role. Then, BAM, use a CTA to encourage them to take action!
Formula #3 PPPP
PPPP is perhaps a more simple version of AIDA. However, this copywriting formula uses more descriptive language than AIDA. If you’re someone who wants patients to feel what it’s like to work together before they sign on, this is the formula to use.
Picture - paint a picture that attracts attention and creates desiree for your idea, product, or service.
Promise - Describe the benefits that you promise to deliver.
Prove - Prove that they can trust you to deliver on your promise.
Push - Encourage them to take action.
The best way to use this formula is to start with a story. While there are many different ways to grab attention with AIDA, this formula (PPPP) is all about transporting your reader into another world with your words. To do that you need to use a story. Paint a picture that creates desire by telling a compelling, captivating story.
After you tell a story, describe the benefits of working together. Those should be the benefits the main character in your story experienced in the “Picture” part.
Now that you’ve got your audience on the phone, prove that they can trust you. The way to show proof is through testimonials. You told a story of one of your patients, then you outlined the benefits of working together.
Seal the deal by sharing more stories from past patients that demonstrate your expertise.
End the formula by including a CTA. This provides the audience their logical next step so they don’t have time to think about what they should or shouldn’t do - it’s right there underneath the testimonial.
Where to Use a Copywriting Formula?
Feeling empowered and with a framework to write efficiently and effectively, you’re ready to go attack your website. OH wait, where are you even supposed to use a copywriting formula on your website?
Good question. The answer, however, is a little vague.
In truth, you can use a copywriting formula anywhere. So, here are a few places I would recommend you start with:
Email Sales Funnels
If you’re not feeling confident, or you just don’t have the time, let me write your website for you! I love helping alternative healthcare professionals transform their online presence into something that truly represents THEM. My copywriting services are affordable and quick for all my busy health’prenuers out there! Send me a message if you’re ready to get started!