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ROC Weekly Marketing Minute
Using Copywriting Effectively to Convert Rehab Clients from Your Site
Copywriting is the act of writing content to help prompt readers into taking an action. Digital copywriting is creating content that is to be shared on the internet.
SEO has had a huge impact on how and why businesses engage in copywriting. Web content can help you communicate to potential clients about what you offer, how you can help them, and how they can get started.
How to create effective website copy for your rehab center
Step 1: Identify your website objectives- As a rehab owner, your purpose is likely to have potential clients fill out a form or call to your facility.
Step 2: Decide how to use your homepage- Tailor your home page so that the potential client can convert without having to leave the page.
Step 3: Determine how many pages your site needs- Include an about page and a services page. For any other page, determine if it will increase the likelihood of the site meeting its objectives (converting clients). Be sure to include:
Why your program works
Level of care patients receive
Qualifications of your staff and facility
Company culture and facilities
Testimonials from alumni
10 tips for writing website copy
Identify the site objectives: Always identify the goal of the site and each page.
Lead with the main point: This accompanies the goal and is specific to the action you want the viewer to take. For instance, on your services page, your point is likely your value proposition.
The goal of each line is to get the reader to read the next one: Write so that every line is intentional.
Focus on client needs and wants: Rather than focusing on your business and brand, focus on the needs and wants of the client. Your business is only of interest within the specific context of meeting those needs and desires. Consider what happens in people’s lives once they become sober: criminal activity reduces, relationships improve, job opportunities rise, etc. These are people’s objectives when seeking your services, so be sure to explain your program effectiveness relating to them.
Write conversationally: Keep your tone casual and straightforward. Avoid sounding stiff or filling your copy with business or industry jargon.
Keep your writing clear: Make it very clear that your offering is a good fit for the viewer. Rather than focusing on persuasion, focus on clarity and explain how you can help them and meet their needs.
Include who, what, where, why, and how: Ask yourself a few things about your copy:
What is the offer?
Why does it matter?
Where is it being offered?
Who is it being offered to?
How does it work?
Use proof: Back your claims up with testimonials, stats, and examples to offer proof.
Anticipate and address challenges/objections: Try to anticipate any objections or concerns a potential client may have and provide the answer to them before they ask.
Always be closing: Have CTAs throughout your copy and provide opportunities to convert, so the reader always has the option to meet your website goal. Use action words to help prompt them to take an action.
Write to both the person with SUD and their loved ones who may be looking for services.
Use questions throughout your copy to help viewers find the answers they are looking for. This can include “Does your loved one need help?” and, “Are you concerned about a family member with an addiction?”
Inspire trust that you run your facility professionally and compassionately
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