Copywriting is an important yet overlooked aspect of marketing for wellness practice. It encompasses the art of weaving compelling and evocative narratives designed to stir the emotion of potential clients, fostering connection while nudging them toward taking action. When executed masterfully, this form of communication becomes a conduit for trust, rapport, and the sustainable growth of one’s professional practice.
Grasping copywriting fundamentals within the therapeutic landscape is pivotal for cultivating a formidable digital footprint. This entails pinpointing the core demographic you aim to serve, delving into their struggles and aspirations, and sculpting a message that echoes their innermost needs. How can you do this for your practice?
I follow a framework used in sales that can be applied to copywriting. It’s labelled the CLOSER, and here’s the breakdown.
🧐 C – Clarify why they are on your website and landing page:
Understand the potential client’s reason for engagement and what they hope to achieve.
🔖 L – Label them with a problem:
Identify and label the specific problem they’re facing. This step helps relate to the potential client’s situation and establishes you as a knowledgeable and empathetic practitioner.
😫 O – Overview of their past pains and struggles:
Discuss the challenges and pains related to their problem. Highlighting these issues emphasizes the urgency of the necessity for a solution.
🏖️ S – Sell them the vacation:
Present the solution as a desirable and effective way to address and relieve their pain points. Make the solution compelling and attractive.
❓ E – Explain away their concerns:
Address any objections or concerns they might have about the solution. Reassurance and clarification of any doubts will build confidence in the proposed solution.
💪 R – Reinforce their decision:
Ensure the prospect feels confident and committed to their choice. Reiterate the benefits and confirm the prospect’s decision to move forward by asking them to take action to book a consultation.
I get each client to fill out each section of the CLOSER. Then, I use a ChatGPT plugin that utilizes the style of three famous copywriters: David Ogilvy, Eugene Schwartz, and Claude Hopkins. Once that spits, I polish it up using Grammarly and send it to the client for them to make any changes so it’s worded as they would like it.
The Finished Product
Here’s an example of a landing page copy for anxiety.
You’re here because you’re ready for real, lasting change.
Anxiety has gripped your life long enough. It’s time to take back control. Anxiety is a part of life, yes. But when it feels like it’s running your life, clouding your every decision, holding you back, keeping you in constant self-doubt—it’s time to draw the line.
Ask yourself:
- Does my anxiety feel overwhelming or out of control?
- Is it stopping me from doing things I truly value?
- Do I avoid important parts of life to escape the fear?
If you answered yes to any of these questions, it’s time to act.
Just imagine a life free of anxiety.
I’m [name], and I know that what works for one person may not work for another.
My approach isn’t one-size-fits-all. I use personalized tools and practical strategies to help you confront your anxiety and finally move forward. Especially if the usual techniques haven’t worked for you, I’ll show you a new way to reclaim peace, confidence, and joy.
Imagine waking up with a renewed sense of calm and energy, feeling in control, and finally living without the constant shadow of fear.
If you want to:
- Boost your self-confidence
- Improve your mood
- Sleep deeply and peacefully
- Feel relaxed and at ease
- Break free from constant worry
- Start living with a renewed purpose
Take the first step today.
Book a free consultation below—because the life you’re longing for is closer than you think.
Other Landing Page
The rest of your landing page should have these seven items on them as well for even better conversions.
I hope you implement this framework for your practice. Feel free to book a free 20-minute consultation to chat about how I can help grow your practice through digital marketing.
