Wellness website copywriting can feel like the ultimate challenge—especially when you’re trying to distill your passion, purpose, and entire client experience into just a few pages. That’s why I sat down with someone who’s made it her mission to make this process feel less overwhelming and way more effective. Meet Emily Aborn, a Small Business Copywriter and Content Marketing Consultant who’s helped thousands of entrepreneurs across 115+ industries, including an impressive range of health and wellness professionals. From psychotherapists to Ayurvedic practitioners, she knows how to uncover your voice and turn it into clear, personality-filled copy that connects. In this post, Emily shares her insights on how to clarify your message, create connection, and make your website copy finally sound like you.
Why Writing Your Own Website Copy Feels Overwhelming
If thinking about writing your website copy spirals you into an existential crisis… congratulations, you’re normal!
Whether you’re a nutritionist, therapist, trainer, or Ayurvedic health coach, odds are you didn’t start your business to stress over sentence structure and whether or not you’re using too many commas.
You’re in the business of transformation, not trying to distill your life’s work into a poignant tagline.
A special variety of dread creeps in when trying to write website copy for yourself:
- “Is this professional enough? Friendly enough? Approachable enough? Confident?”
- “Do I sound like a robot?”
- “Will they see who I am, what I do, and what I stand for clearly!?”
While it may feel like just a pretty page and fancy words on the internet, the immense power your website has isn’t to be overlooked. It has a big job to do as it represents you and speaks to the hearts and minds of the exact clients you serve.
Your Website Says 1,000 Words
Well, probably more like 3,000 if we add it all up, but who’s counting?! Your brand’s messaging isn’t limited only to your website, either. “Copy” or “Messaging” is the distinct flow of words, vocabulary, personality, and tone found throughout your health and wellness business in your:
- Website: Home page, About page, Services pages
- Lead magnets and freebies
- Your bios (yes, even the one on LinkedIn you’ve neglected for six years!)
- Email newsletters and nurture sequences
- Social media content
- And more!
These elements come together cohesively to clearly show who you are, what you do, who you work with, and WHY you’re the right choice for them. Without this clarity, people click away and open another tab. With it? They stick around, schedule Discovery Calls, and you guide them to change their lives.
Blinking Cursor Syndrome: When to Call in Backup
Just like you wouldn’t expect your clients to self-diagnose or navigate their complicated health or emotional issues on their own, you shouldn’t expect yourself to be a wellness website copywriting expert if that’s not your zone of genius.
Some symptoms you might need to bring in a website copywriter (like me!) include:
- You’re spending more time stressing about writing than actually writing
- Your site is a reflection of you ten years ago, but not where you are today
- You’re constantly re-explaining what you do because your website is confusing people
- You’re getting ready to launch a new program or rebrand your business
- Googling “How to Write a Compelling About Page” has only gotten you so far
- You just hired Jordin at Unica Formo to build you a new Showit site
Hiring a copywriter isn’t the same as plugging your ideas into ChatGPT. With a copywriter, copy is customized to YOU and your brand. You won’t get generic, fortune-cookie-cutter fluff that sounds like everyone else on the internet.
When you collaborate with a website copywriter who knows their stuff, you WILL get:
- Time and energy to focus on your clients and do what you love
- A clear message that resonates deeply with the people you help
- A credibility and trust-building machine that works even while you sleep
- An increase in conversions as your emotionally smart, clear copy moves people to action
- A strong foundation for all future marketing
- A website you feel proud of and confident in sharing with others
Keys to Finding the Right Expert in Wellness Website Copywriting
Not all copywriters are created equal. Who you hire matters, and not all writers are the right fit for every business. Here’s what to look for:
- Experience with mission-driven, service-based businesses
- A genuine understanding and curiosity about the health and wellness space
- The ability to capture your voice and personality (we don’t want you sounding like a robot!)
- SEO and strategic marketing knowledge
- A collaborator who can work alongside your Showit website designer, Jordin, to ensure cohesive messaging and branding
- A seamless process that’s as dedicated and thoughtful as you are
To make your decision, ask Jordin who she recommends for YOUR wellness website copywriting and rebrand. Then, peruse their portfolio or website copy, get on a call, and make sure they take time to answer any questions you may have.
Your Work Matters
Your voice, mission, and work are making an impact on the lives of others. The world needs your gifts more than ever before.
Now is the time for your website to amplify your message with clarity and confidence!
Ready to make your message match your mission? Ask Jordin who she recommends, or reach out to Emily and say hey! She’s an open book, ready to share examples, answer questions, and bring your one-of-a-kind voice to life.
Let’s make your words work for you.
FAQs
Q: What is wellness website copywriting?
A: Wellness website copywriting is the practice of writing clear, engaging text that reflects your unique voice and connects with your ideal clients.
Q: Why do I need a copywriter if I can write my own content?
A: A copywriter brings expertise in crafting messages that resonate, increase conversions, and ensure your brand voice is consistent across all touchpoints.
Q: How do I find the right copywriter for my wellness business?
A: Look for experience with mission-driven businesses, SEO knowledge, and a collaborator who understands your brand and vision.
Q: How can better copy improve my website’s results?
Q: How can better copy improve my website’s results?
A: Clear, authentic copy builds trust, attracts aligned clients, increases conversions, and makes your marketing more effective across all platforms.
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Jordin Brinn is the founder and lead designer of Unica Formo — a creative studio in Columbus, Ohio, specializing in custom Showit website design and brand strategy for service-based businesses like coaches, consultants, therapists, creatives, and wellness professionals. With over a decade of business experience, she helps clients bring strategy, clarity, and personality to their online presence.
Explore design services and free resources at unicaformo.com.
