As a health practitioner, you want to be writing regular content. But you might be finding that your content is a bit hit-and-miss. So what articles do prospective clients want to read? It can depend on your target audience, but here are a few guidelines to get you on track with writing articles for them.
It’s one thing to write an eye-catching headline that someone clicks on. But how can you encourage them to make it to the end of the article – let alone convert to a paying client? Simple! You give them what they want.
Prospective Clients Want To Read Simple Articles
Very few practitioners will have a client base that is made up of medical experts and academics. For the most part, your clients will be everyday people with an average awareness of health topics. So it’s up to you to tailor content to where they are at.
Don’t assume that clients know exactly what you’re on about! Always explain any content that you wouldn’t have understood before you began your studies. If you’re not sure whether someone would understand it, ask a friend who isn’t into wellness.
Articles also need to be simple in terms of the content itself. Even if you’re fascinated by it, most clients don’t want to understand the biochemical level workings of the microbiome. All they care about is how your knowledge and advice can make them feel better.
Prospective Clients Want Articles That Are Easy To Read
On a similar note, content needs to be easy to read. What do I mean by that? You want to make sure you’re:
- Minimising the length of your sentences – aim for 20 words or less
- Minimising the length of your words – readability prefers you use mostly words of 1-3 syllables
- Keeping paragraphs to 2-4 sentences long, or 3-4 lines
- Keeping most of your articles between 500-750 words
What does this look like in practice?
You might write a sentence like:
‘Alterations in the composition or balance of the intestinal microbiota
(yes, I pinched this straight from an academic paper)
But what might be better for a client to read is:
‘Changes to the balance or makeup of your gut bacteria, or dysbiosis, are linked to many digestive problems’
See how they both say pretty much the same thing, but one is much easier to read? Stick to the latter wherever you can.
Prospective Clients Want To Read Actionable Articles
The occasional theory article is fine, but most articles need to have actionable info. What can you give your reader so that they can action the information you share? And please, don’t ever believe that giving them actionable advice means they won’t pay you.
General actions that everyone can benefit from is absolutely fine. Even little things like drinking more water and upping their veggie intake can help with almost any problem. Remember, you always want to include a call-to-action after explaining that more personalised advice can be even more beneficial!
Prospective Clients Want To Read Related Articles
Let me tell you something, as a person with a rare chronic disease. There is nothing more exciting than coming across a practitioner who understands your symptoms and struggles! But imagine coming across one article that covers the condition, and realising that there’s no further information?
The easiest way to attract your ideal clients with content is to create related articles and link them all together. This is easy to do, particularly if you do stick to the 500-750 word goal for an article. To learn more about brainstorming out related topics, check out this previous article.
Struggling to create the content your prospective clients want to read? You’re not alone – I’m here to help. Click here to learn more about the services I offer, and how they can support your business.