Why are online articles relevant to your health practice? In short, they help your clients (and those ideal prospective clients) with helpful information about different health topics. More specifically, they help to do (at least) six things:
- EDUCATE THEM (& YOU)
- Helpful knowledge is power for your clients and others (sometimes researching for articles improves your own knowledge too!)
- IMPROVE CREDIBILITY
- Articles can show them you know what you are talking about.
- BUILDS TRUST
- Helpful articles raises your authority in the eyes of others, and this credibility improves their trust in you.
- RELATIONSHIP BUILDING
- Relationship building – Through recognition and trust, there is a greater likelihood they will engage with you (e.g. make a booking).
- Your website is more likely to be found on Google searches for particular topics.
- YOUR OWN INSPIRATION
- Researching and writing articles can be surprisingly fun and inspiring.
WHAT DO I DO WITH THESE ONLINE ARTICLES?
You can spread this ‘information love’ on your website (the more pages with keywords means better Google ranking), send out as an eNews to those who have subscribed to your list; and post on social media – and allow those who know you to share the article with others. You can also consider printing the article on sheets of paper to give out to clients (and/or edited down version on a DL flyer to pass onto others). There is also the option to send the article to health & wellbeing magazine editors, and be associated with a reputable publication (note: publications often prefer exclusive material i.e. not distributed elsewhere)
ONLINE ARTICLE STRUCTURE
Have a question or bold, eye-catching statement that makes the reader want to read more (e.g. What are the natural alternatives for asthma?) As part of the headline hook it is important to consider keywords that people might use in Google’s search field to find a service like yours.
IMAGES THAT ATTRACT
Professional, attractive images are vital (when your articles appear in social media the image is often what people see first). Use something unique and eye catching that still applies to your topic. Try www.pixabay.com for free photographs that don’t require a credit to the photographer.
Waffle at your peril! People now scan information. So if you create too much text they will be less likely to read it. Break it up into headings and sub headings. Write from your visitor’s perspective. Have text that speaks from their point of view. For example: ‘Your condition/If you are having difficulty/If you struggling with/If you want to feel… This is much more effective than: ‘This condition is..’ When writing for the internet less formal text is preferred as it builds a stronger connection.
‘CALL TO ACTION’
At the end of your article page, have a call-to-action, inspire people to contact you, to book online or at least sign up to your e-news. You can also have links to similar articles you have written to keep them reading – talk to your website developer about this functionality.
Ever thought of interviewing other health practitioners for your articles? We look at the benefits and pitfalls in our next article…