How to Make a Website for Your Wellness Center
This is a guest post for the Aventive Studio blog written by
Eleanor Hecks.
A gorgeous website is one of the best ways to reach new clients and advertise your wellness center online. When people first start looking for the services you offer, they’re most likely to turn to search engines. They’ll type in a local search such as “wellness center in Chicago, Illinois” to find businesses around them offering what they need.
Think about the intent of those who are most likely to search for your products and services. How can you meet their expectations while still staying true to the tone and purpose of your brand?
How Do You Create a Wellness Website?
Global Newswire recently reported the health and wellness market would grow to approximately $6.94 trillion by 2031. Some of the expansion is due to market growth. However, more growth also brings more competition.
If you want to stand out from others in the same field, you have to ensure your wellness center website is stellar. Here are some of the best things to focus on when creating a website for your health business.
1. Know Your Goals
What is your goal for your wellness website? Do you want to increase name recognition or secure qualified leads? Think about what you most want to accomplish by having an online presence.
If you want to sign up new customers, your site will look different than if you just want to get the word out about your center.
For example, an explainer video can tell what you do and why people might want to try your wellness center. On the other hand, if you want to collect leads, you might offer a lead magnet to encourage them to share personal information.
2. Secure Your Site
Anytime you put information online you risk cybercriminals hacking into your account. There are many different ways criminals target companies online.
For example, they may take out a domain name similar to yours and steal traffic. Lookalike websites can give your own brand a bad reputation for something you didn’t do, such as collecting money and not fulfilling orders.
You can’t expect clients to share information with you if they’re worried it might fall into the wrong hands. Make sure you secure your site and protect any information clients share.
3. Figure Out Your Unique Value Proposition (UVP)
Your UVP is the thing that makes you stand out from all those in your industry offering similar products or services. However, your UVP isn’t just what makes you unique but what value you offer to the customer.
For example, if you sell a vitamin regimen, you wouldn’t just mention in passing that you conduct more research than your competitors. You have to think about why the customer might care about research. You’d promote the fact that your vitamins are safer or more effective because of the stringent testing.
Be careful when you make claims on wellness and health products as the FDA prohibits companies making promises they can’t 100% prove to be true. However, you should be able to find a UVP your customers care about to share.
4. Build Credibility
It’s easy enough to choose a platform for your design, create a unique look and get your website up. However, it isn’t as easy to gain consumer trust. People have no reason to believe your business will provide an answer to their problems.
You’re asking them to spend money when they may have never heard of you before. You should add trust factors to show you’re a credible business they can believe in. Sprinkle in some testimonials, add reviews and join organizations in your industry and consumer groups such as the Better Business Bureau or Angie’s List.
5. Add Content
SEMRush’s State of Content Marketing report estimated 47% of companies plan to grow their content teams this year. The ones with successful content strategies make a plan and track results.
Content gives people a reason to visit your site in the first place. A site without articles, videos or images looks as though it might be too new to be trusted. You also won’t rank as high in search engine results pages.
Excellent content gives you something to share on social media and drive more targeted traffic to your pages. The best way to start with content is by thinking about the most common questions those looking for your product or service ask. Answer the main concerns and you’ll gain traffic from those most likely to become your customers.
6. Tweak Wording
Once you’ve built the bones of your site and added some solid content, start tweaking the wording and see how you can improve conversions.
For example, you might look at your headlines and see if they are descriptive and use action verbs. If a person were looking at only the title/headline in a list of search engine results, would it grab their attention? What makes them want to click on your link over all the others on the page?
Also look at your call to action (CTA) buttons. The CTA should use action verbs and be short. If your CTA is longer than a few words, you need to tweak it a bit.
Be Consistent
Wherever customers encounter your brand, they should get the same message and look. You don’t want to seem wishy-washy. Consistency lends a lot of relevancy to your posts, website and business. Think about the message you most want to send and share it on every page of your wellness center website.
Eleanor Hecks is the editor-in-chief at Designerly Magazine. She was the director at a marketing agency prior to becoming a freelance web designer. Eleanor lives in Philly with her husband and dog, Bear.