Wellness Branding: 10 Common Mistakes

Wellness Branding: 10 Common Mistakes

10 Common Branding Mistakes Wellness Professionals Make - Illustration of guy looking at cryptic sign in chiropractic office

IT’S NOT EASY RUNNING A WELLNESS BUSINESS. There are unique challenges, like gaining an elevated level of trust with skeptical prospective clients, assuring compliance with often stringent regulations and integrating advanced technology to differentiate and streamline the customer experience.

It’s challenging to strike a balance between offering a compassionate, human-centric approach and showing the science behind the business. It’s no wonder wellness brands struggle to rise above the noise and create the credibility necessary for long-term success.

We’ve compiled a list of the 10 most common mistakes that wellness pros make in their branding. Take a look at specific things to avoid or change in your approach to promoting your business…

  1. No Clear Brand Strategy or Values
  2. Feature-Focused Messaging
  3. Inconsistent Branding
  4. Generic or Unoriginal Branding
  5. Vague Audience Definition
  6. Ignoring Analytics
  7. Neglecting Brand Evolution
  8. Imbalance of Expertise and Branding
  9. Poor Online Experience
  10. Overly Scientific Language

Let’s get into more detail on each of these points:

1. No Clear Brand Strategy or Values

Many wellness businesses launch without defining their brand strategy and clarifying their values. This leads to confusion internally and externally. It can also confuse potential customers, making it difficult to connect with the brand or understanding what distinguishes it from other brands.

As a wellness professional, you’re likely to have strong and clear values. The definition of your business values and brand strategy can and should be in alignment with your own true values.

2. Feature-Focused Messaging

The features of your products or services have been carefully thought out and designed, so leading with this type of information might feel natural and even exciting. But If you don’t start with the outcomes that the features bring your customers, you’ll miss an emotional resonance that creates the foundation for further engagement and connection.

3. Inconsistent Branding

When your messaging and/or visual elements are different on social media than they are on your website, for example, it can cause confusion (ie: “Is this the same company I saw someplace else?”) and weaken trust. In the same way, your “voice” will also have a familiar ring when your brand is consistent. It may be a warm, casual way of writing and speaking, or perhaps it’s more of a supportive, informative tone. Whatever it is, it’s important that it comes across wherever your people find you.

4. Generic or Unoriginal Branding

Sometimes it’s enough when you’re just getting started to have some materials and copy that look and sound “professional.” There’s so much to do and you may have diminishing energy, time or resources to dedicate to creating a brand that resonates with the true you.

If that’s the case, it might be time to revisit those materials if they’ve been around for some time as you’ve grown. Updating your brand so it reflects the uniqueness of your offerings can have a strong impact on new and potential clients as well as existing onesthat may be more likley to refer people to you when your brand feels like something special and real.

5. Vague Audience Definition

It is said that marketing to everyone is the same as marketing to no one. However, it can feel counterintuitive to target a small segment of folks. After all, what if someone who doesn’t fit that segment skips over your business because they think it’s not for them?

The reality is, these days we swim in a vast sea of information, and oftentimes the only compelling reason to choose one business over another is literally because you have a clear offering specifically for people like them. If you have the courage to say “it’s not everybody,” your chances of getting the attention of the people it is for increase exponentialy.

6. Ignoring Analytics

Marketing is always an experiment. You throw the mud against the wall and see if it sticks. But if you throw the mud and then walk away before you see where it lands, you’ll never know the real value of the effort and whether or not it’s worth repeating.

Analytics might seem like daunting technical stuff, but an installation of some simple software on your website, and making the time to keep track of what it says, is really just a habit that hasn’t started yet.

7. Neglecting Brand Evolution

When you started your business you couldn’t possibly have known what you do now. The types of clients that you engage with, the treatments you offer, even the way your space is set up might now be vastly different from what you started with. But your brand looks and sounds like it hasn’t moved forward with the rest of the business.

Revisiting your brand strategy and guidelines periodically can infuse new energy into your business and even get the attention of new prospective clients.

8. Imbalance of Expertise and Branding

Many wellness professionals have gone through years and years of education and certification training. You’ve put a tremendous amount of effort into building your skills and knowledge.

Now that you’ve hung your shingle, it’s important that your brand reflects your credentials and expertise. Cheesy stock art and poorly written copy will undermine all that you’ve invested in becoming the professional you are.

9. Poor Online Experience

Every business that wants a piece of the market needs a website and some level of social media presence. But just slapping something up there with a DIY platform or a social media profile that just sits there with no character can do more harm than good.

You don’t get a second chance at a first impression. Make sure what people are experiencing online is easy to navigate, contains the most sought-after information that people are looking for regarding your area of expertise, and the look and feel reflect your honest brand.

10. Overly Scientific Language

Being immersed in your profession as a wellness expert means that there are terms and ideas that you use all the time, but they’re often not heard in the everyday language of your average client. Be careful of using jargon, acronyms or uncommon words. Even if you think it’s common knowledge, you may not realize how many people aren’t familiar with it.

Did you recognize any “mistake” in the list that you might have fallen into? Not to worry, just like health issues, the first step to improving your brand and your business is becoming aware of them.

Wondering what you can do to make some improvements? I love helping wellness professionals grow and thrive while maintaining their values and integrity! The doors are open to you. Feel free to book a heart-to-heart, no obligation call with me.

From the Embers

From the Embers

Woman waking frazzled for The Art of Self-discipline by Lindy Bostrom

THE “STATE OF EMERGENCY” chaos, panic, scrambling, adrenaline-pumping, horrifying reality that so many of us here in LA County have just experienced with the wildfires is now starting to settle with the ash and smoke that has filled the air for the past week.

I’m finding I need more time for reflection. For quiet and peace. I suppose I’m still processing. Although I myself still have a home, many friends and neighbors lost theirs. The process of rebuilding their lives and finding a new place to call home is just beginning. The outreach in the community has been nothing short of miraculous, and restores my faith in humanity. We are all still reeling from the devastation.

My husband and I had to evacuate on Tuesday night, January 7th—packing suitcases with valuables and grabbing our emergency backpacks that sit at the ready by the front door. Sam came running into the house around 9pm, yelling “We gotta go now! There’s FIRE!” I ran out to the back patio to see, and sure enough, there was a wall of orange and red flames I could see through the trees that was maybe a couple of blocks away. It felt surreal. I caught my breath, my heart racing, and ran upstairs to get a better look, recording on my phone in disbelief. Then we got the f%*k out of there.

See my short video of that night, seeing the fire from the backyard

But reflecting now, back at my house, I see nature, resilient  and steadfast, renewing, pushing through the soot, and blooming again.

There’s nothing like a life-threatening encounter that brings one’s priorities into full light. I got a new “field pocket” set of watercolors from my sister for Christmas. I decided to break it in the other day, and let the brush move across the page without premeditated thought. It was a free-form exercise that helped me to occupy a meditative space. I have been wanting to paint more, but never seem to find the time. But here it is, and in spite of “life going on” and “getting back to business,” I did find the time, and plan to continue finding a corner of peace on a regular basis. After all, everyday is a gift, and we aren’t promised the next. Our time is precious.

If you have a vision for your life and livelihood that you are ready to make a reality, now might be the right time to move forward with it. Whether it’s stepping up to a new offering that’s been on your mind and heart, or jumping into a whole new endeavor, I encourage you to find the space in your life to make it happen.

Perhaps I can help you take the first steps to making it a reality with visuals and brand ideas. You may be interested in a review of your website with the Website Success Blueprint, and the service is still being offered at 50% off for the rest of January. If that sounds like something you need, please reach out

A spontaneous vision. The red ring could be the fire, and the scene inside, the sanctuary found in the sense of peace and quiet that comes from within.

May you find peace and a quiet place in your heart, no matter what is happening around you. 

Are You Fluent?

Are You Fluent?

Woman waking frazzled for The Art of Self-discipline by Lindy Bostrom

I’m taking a trip to Portugal soon! While I speak Spanish, there are substantial differences between Spanish and Portuguese, not the least is the pronunciation, which is critical for native speakers to be able to understand me! Are you fluent in any languages?

I’ve been using a Portuguese language app for a couple of weeks in preparation. My phone has translation software, too. But I am very glad that I’ll be visiting people there that are fluent! 

To me, learning a new language is exciting and empowering—and they say it’s good for your brain. But it takes an enormous amount of time and practice. It seems simple at first—when you learn a few new words—but the reality of being immersed in a country, walking the streets with questions and needs, will call upon me to expand my little morsel of knowledge. 

Marketing is like that, too. You may have a few tools that make it seem like you can “wing it” on your own, but in reality, it’s often apparent that you’ll need help to accomplish your goals. 

You may be able to build your own website—there are so many tools out there these days that can help you put something up that works. But then what? 

There is a marketing “language” that connects the dots between your website and potential clients. How fluent are you in this language?

Would you like to find out what you’re missing with a trusted “native speaker” who has been walking the marketing streets for over 30 years? 

My new service, the Website Success Blueprint, can help you decide whether or not you need more help with your marketing. 

As part of this service, we’ll evaluate all aspects of your website from User Experience and Content Relevance, to overall functionality. I’ll help you develop a plan to:

  • Attract right-fit clients
  • Make it easier for potential clients to find the information they need and book appointments
  • Nurture trust and credibility in your brand 
  • Increase client retention in your business

What You Get:

  • A customized Website Success Blueprint Action Plan
  • A personalized video review. 
  • A 1:1 live follow-up call to go over your Action Plan, discuss your next steps, and ask any questions you may have. 

Rest assured, this is NOT an automated, cookie-cutter review. It is done in real-time by a real human being (me!)

And while there are additional services that I offer to support you in your marketing journey, there will be no pressure to buy anything else—this plan can be effective in and of itself!

How Long Does it Take?

1-2 weeks from start to finish

How Much Does it Cost?
The best part! For a limited time you can sign-up for 30% off the regular price of $400! In other words, for an investment of less than $300 you can get the report, video, 1:1 call and a new strategy, unique to your particular needs, to get your website to do the heavy lifting for your business growth in 2025!

Find out more >

Interested? Have questions? 

Fictitious Prison

Fictitious Prison

Woman waking frazzled for The Art of Self-discipline by Lindy Bostrom

OVER THE PAST FIVE PLUS YEARS I’ve noticed a pattern in my behavior that has progressively gotten worse. I treat exercise and healthy home cooking as an “extra—nice-to-have,” but not necessary. What bumps them off my schedule is work, and ultimately the idea that if the activity isn’t leading to income, it’s not important.

As a result I’ve put on an extra 20 lbs that feels like it won’t budge and I have some troubling numbers that have shown up in my bloodwork. WHAT!? I identify as a very healthy person. People used to think I was 10 years younger than I am. Not anymore. 

Something in me asks: What happened? Then, the critical, self-deprecating voice jumps in and says DUH—you don’t exercise enough, you don’t cook like you used to or meditate…what did you expect?

True. But not helpful. 

Then while in the shower yesterday morning, I had an epiphany.

As I was thinking, I wish I didn’t feel this sense of overwhelm every morning, with more to do than I can possibly complete in a day, a new thought came to me:  

I don’t have to feel this way! It’s self-inflicted. I have control over my to-do list and whether to even show up to anything I have scheduled. 

That’s not to say I would pull no-shows on scheduled live meetings, but…recorded sessions, one too many Zoom networking calls, social plans? None of that has to be so heavy that it compounds my already-elevated stress levels and lead me to sacrifice my own well-being.

A small thought. A simple thought. A logical one.

Yet that moment in the shower yesterday where this new thought came in gave me permission to put myself first—over profits, perceived obligations or some inner sense of guilt.

I guess I had to reach a sort of desperate state where the ridiculousness of the “prison” I put myself in revealed itself as fictitious, freeing me to write a different story and live life on my terms. 

Do you live in a prison of your own creation?

Need help creating your vision? Getting through the list of marketing goals, planning and execution? I’m here to help! Schedule a free, no pitch consultation with me now!

The Art of Self-discipline

The Art of Self-discipline

Woman waking frazzled for The Art of Self-discipline by Lindy Bostrom

I WOKE UP THIS MORNING with a knot in the pit of my stomach. As soon as I opened my eyes, I knew I was never going to get everything done that was on my list today, much less be able to get some exercise. Overwhelm set in.

When setting goals and getting projects underway, oftentimes I’ll start with a blast of energy and momentum, but relying on passion and willpower alone doesn’t work. My plans fizzle and fall flat because there’s no structure to sustain them.

Can you relate? Why do many of us so often find ourselves in this state? I’ve been time-blocking my calendar, even making buffers between scheduled work & meetings. I try to break down tasks into smaller pieces, but I still underestimate how much time things take. It’s like trying to curb the flow of a waterfall!

Something always seems to interfere—it can be an unexpected, urgent need—but oftentimes it’s really just my own mind. 

What do I have to do, not just to get back on track, but stay on track?

I have come to think that staying on track is about self-discipline and I believe our society is plagued by a lack of it.

  • We see it in the divisions of the government—especially with name-calling and slandering.
  • We see it in our own impulsive, self-destructive decisions regarding drinking, consuming, spending, and exercise (or lack thereof.)
  • We see it in the aimless way we sometimes go about our days—unfolding into lives that lack planning and clarity; behaving in constant reaction to the external environment. 
  • We see it not only as over-indulgence but over-commitment where we bite off more than we can chew in visions of grandeur that don’t involve patience and persistence.

When an Olympic athlete wins the gold, we know they didn’t get there by making excuses when it was time to get up at 6am and practice in a thunderstorm, or when a personal setback threatened to derail the day or even the whole week. Somehow they obviously managed to stay on track. They have figured something out that is directly linked to their success. There’s something that gives them that edge. 

For a long time now, I’ve pondered what it takes to cultivate self-discipline. I’ve come up with seven components. I have the impulse to include an 8th: focus. But all seven of these components require focus—it’s the thread that connects them:

  1. Emotional Intelligence 
  2. Clarity 
  3. Commitment 
  4. Moderation 
  5. Self-respect 
  6. Action
  7. Accountability

Let’s go into each one in more detail, to understand more deeply what is required to develop self-discipline.

Emotional Intelligence

The mind plays tricks—justifying inaction.

“Oh, I can’t do my exercise this morning—I have to answer those important emails right away!” or “Just one more episode and then I’ll go to bed”

Three episodes later, finally going to sleep and then you oversleep in the morning so now you skip exercising because the whole day is behind the eight ball. How can we get a handle on our own behavior?

As Daniel Goleman’s book by the same name says, EI (Emotional Intelligence) is about making the distinction between the rational and emotional mind, requiring focused internal dialogue. Try to take a beat before reacting. Watch your emotions as if you’re just an observer, then use that position to make an intelligent, rational decision about how you want to respond to your feeling. This is much harder than it seems when you’re in the middle of heightened emotions, but it’s worth practicing.

Clarity

Say I want to make $200k/year as a painter, but I find it’s like pedaling uphill. I’m exhausted and feel like I’m on a never-ending hamster wheel trying to reach that goal!

Bringing more clarity to this vision is going to help manifest it. To make things crystal clear in my mind, I imagine working only 20 hours per week. And I only work with clients that have exciting projects and great communication skills. I also have a clean, quiet, studio with comfortable decor and lots of natural light; a small kitchen with plants and a place to sit with visitors, and outside there are trees and flowers and singing birds. How’s that for a clear, specific vision?

I’m not worried about how it’s going to happen now. It’s important to just get really clear on my vision. 

Commitment

Have you ever said you wanted something, and that you were “going to do it…tomorrow”? Then tomorrow comes and you hit the snooze button. Talking about it before you do it can deflate the momentum. The trap of becoming enamored with the statement over the action can happen that way. 

Speak it. Write it. Bring it to mind several times a day. Set reminders. Say it with conviction. Promise yourself. Be prepared to sacrifice. Emails will go unanswered, shopping will have to wait. Telling other people can backfire. Tell yourself and prove it to yourself by doing it before you say anything to anyone.

Moderation

“I am going to do a 2-hour yoga practice followed by a 90-minute walk every morning before I start my work day!”

Have you ever said something that seemed like such a great idea, but then the reality of maintaining it every day hit you after day two?

Know yourself. If you’re going to start a new habit, it must feel easy. There should be a response like “I can do that, no problem.” Resistance in the beginning is going to be there anyway. Give yourself the best chance by starting a habit first—something you won’t skip. Spend five to 10 minutes a day—you can expand it later. Once you have the excitement of seeing results and satisfaction that you’re sticking to it, it will fuel you.

Self-respect

“I wanted to stop eating cookies and watching two hours of television every night. But here I go again. What a loser I am! I might as well give up.”

Have you been there?

Self-respect means that you keep your promises to yourself and you are also gentle and kind with yourself. It doesn’t mean you’re off the hook. It means that sometimes you’ll slip, sometimes you’ll falter. Watch yourself as an observer—as a parent watching their child, or as an older sibling or aunt/uncle/friend. Gently prod yourself. Instead of saying “You’re such a loser!” say “You can do this. Keep trying.” 

Action

“I was going to send out those emails to prospective clients. I know I need to do it! But every time I’m about to, something gets in the way. I have to finish a task on my list. or I just feel like they’re going to hate me. They’ll say ‘STOP! Take me off your list!’ I don’t want to bother anyone…”

Taking action is where the rubber meets the road. Nothing happens without it. Planning, research, and preparation are all necessary, but they mean nothing without infusing these steps with action.

Action can also mean inaction. There are things that will get in the way that must be sacrificed. Counter that “one more episode” response with your vision and realize at that moment that the one decision you make right then and there can determine your ultimate success. Keep the vision. Keep the faith. Keep taking action.

And fear? It’s natural, but it doesn’t have to stop you. Be willing to make mistakes. Make a fool of yourself. Even risk annoying people. Try things that don’t work. Do it all with the perspective of learning and growing. We can only learn so much from theory—we must experience to truly learn and grow.

Get Help

“I’m going to get up at 7am and do 100 sit-ups everyday! Then I’ll create and send my newsletter every week!”

Nice vision, but what happens when you don’t do it? Nothing. So it starts and stops in fits and sputters. It gets pushed to the back burner more often than not.

Knowing yourself means knowing what you need to do to stay on track. For many it’s having a partner that is there for the sole purpose of holding you accountable to what you say you’re going to do. But your partner must be equally as committed to holding you accountable as you are to doing this work.

It’s often better to hire a coach or trainer rather than asking a friend or family member to do this. I had a mentor that always said: “No one will invest in you more than you’re willing to invest in yourself.” 

_______________________________

Remember that every one of these seven components must be infused with focus. It’s the glue that will hold it all together. Focus means harnessing your attention. Steeling yourself against distractions. Cultivating awareness of not only what’s happening outside of you, but also inside. With deliberate focus on each of the seven steps in the art of self-discipline, you’ll start to gain some momentum.

Hell, you just might find yourself waking up well-rested and energized—ready to start a new day.

 

Need help creating your vision? Getting through the list of marketing goals, planning and execution? I’m here to help! Schedule a free, no pitch consultation with me now!

Messages from Within

Messages from Within

Dreaming woman

There’s an internal storyline we all have that knows a lot more than our conscious, chattering mind does.

Whether it’s in dreams or just quiet time, things come up from deep within, giving us messages, sometimes in code. It requires contemplation to decode them, and only you can do it—someone else will project their own storyline onto it.

Messages from this place tell us the truth that is stored within. They tell us the true meaning of our actions—where they’re leading us to, and where to go next.

When you’re stumped or feeling blocked with your plans and vision, empty your mind to make space for the deeper truth and guidance to emerge.

 

 

Staying Alive

Staying Alive

Hand giving medicine to another hand with marketing icons ©Lindy Bostrom

A few weeks ago, I came down with possibly the worst flu I’ve had in my life, and after 60 years, that’s no small thing. Yikes. 

I wondered if I was actually going to die. Seriously. I thought: “Is this how it’ll go down? Pain & agony—a headache that is squeezing my brain so hard I can hardly breathe, much less think. Then it gets so bad that I black out. And that’s it. Off into the mysterious void…”

Fortunately, it wasn’t my time yet (obviously). My partner took me to emergency where they ran tests, put me on IV and told me it was a nondescript virus and not covid.

I eat healthy, exercise regularly and take my vitamins. But a virus is an opportunist. The doctor put me on some very effective pain meds—there are exceptions to clean living!—and I started to feel better. I felt soooo very grateful. 

I realized that all the stress I regularly subject myself to is largely unnecessary. After all, I’m alive! I even have food, water, a place to live, and a loving, dedicated partner, to boot.

Which brings me to this: 

You may think the health of your business is good…you’re doing all the right things and managing to keep it rolling. 

But are you prepared for the inadvertent “virus” that could come along at any time? A drop in sales, the loss of a revenue source, or an ongoing sense of overwhelm that’s compromising your business immune system? 

What if you had some great meds that could remedy your stress and reduce your risks? By “meds” I mean help. What if you had someone that could pick up the slack on the stuff that you’re not that good at, and don’t even enjoy, when it comes to branding, marketing and promotion?

What if you could juuuust focus on your clients, knowing that the business is being sustained, because you have some good drugs (ummm, I mean help!)

Help like:

• An updated Brand Identity attracting your ideal audience & their top-most concerns

• A freshly Branded Website that’s an effective online sales tool

• A Customized Marketing Plan that focuses your promotional efforts to reach ideal prospects

Think about it. Imagine how it would feel to have…

• A steady, reliable business that brings you security & peace of mind
• A monetary foundation that gives you the freedom to operate with a high level of integrity
• Ease in your day-to-day, so you’re able to focus on what you’re really passionate about because the sales & marketing is doing its job

When you’re ready to chat about the possibilities of a business that’s sustained with vibrant communications and a healthy base of ideal clients, drop me a line.

After all, you’re alive! Why not make the most of it?

 

6 Signs Your Wellness Business Needs a Check-up

6 Signs Your Wellness Business Needs a Check-up

Wellness Business 6 Signs

Running a wellness business requires wearing multiple hats. The stuff that got you inspired to start the business, like creating the most effective treatments for clients, can get overshadowed with tasks like handling billing, patient follow-up and promoting the business. It’s important to balance business needs with genuine care for clients. Here are 6 signs that suggest it’s time for a Wellness Business Check-up:

1. You’re Overwhelmed

You find yourself overwhelmed by the demands of marketing your business while also managing other aspects of your operation. DIY was great to get your business off the ground, but you’re a health expert, not a marketer. How would it feel if you had more time to focus on your clients and their personalized wellness programs because you have marketing support from someone you trust—someone who understands and aligns with your values?

2. You Struggle to Convey Your Unique Offerings

You may present a unique combination of modalities or offer original, customized products, but you struggle to effectively communicate about them to your audience. Since what you do is not the mainstream standard, you could use some materials that articulate these benefits in a compelling and understandable way. If you don’t feel your marketing materials reflect your particular capabilities and/or you’re embarrassed to present them, this is a sign your wellness business needs a check-up.

3. Crickets are Chirping

If your current marketing efforts aren’t reaching or resonating with the people that you are meant to serve, it’s probably time to look at what’s working and what’s not with your outreach and advertising to determine where the gaps are.

4. You’re Unsure About Compliance

The health and wellness industry is often subject to strict advertising regulations, especially regarding product or treatment claims. For example, Ayurvedic practitioners cannot call themselves ‘doctors’ in the United States, even if they have a valid Ayurvedic degree from India where it is natural to do so. Ayurvedic practitioners cannot make a diagnosis according to allopathic medicine unless they are also medical doctors.” source  If you’re unsure how to market your wellness business effectively while staying compliant, it’s important to have the correct information.

5. People Always Ask: “What are your fees?”

If you’re finding that the main question prospective clients ask is about cost, it’s going to be a race to the bottom. This is a sure sign that your business is struggling to differentiate itself from competitors. Whether or not you take insurance may be a factor, but if people see a unique benefit to working with you that they can’t get with anyone else, the questions—and decisions—will change.

6. You’ve Got Digital Paralysis

In today’s digital age, a strong online presence is crucial, even for a brick and mortar wellness business that requires in-person consultations. If it feels like trying to update your website, social media promotion, or online advertising is technical torture, it’s time to get help with your digital marketing strategies.

How many items did you check off the list? Are you thinking it might be time for you to get some help? 

And if you want to explore…

Discover our Wellness Market Mastery Suite

» Attract quality, long-term clients

» Charge the prices that will sustain your business

» Reduce the sales cycle, making it an easy “yes” for new clients

Right-click to download this handy infographic and feel free to pass it on!

Wellness Business infographic

Book a Free Call for a no-strings-attached Check-up for your wellness business!

Writing for your Website: 7 Best Practices

Writing for your Website: 7 Best Practices

writing for your website

WRITING FOR YOUR WEBSITE TAKES TIME, but with the proper considerations, you can get it done fairly quickly and effectively.

One of the most common obstacles I come across with clients is getting the final “copy,” or text, from them that will comprise a large part of the content on their site. Almost every time the schedule goes off-the-rails, it’s delayed because the client has underestimated the time it takes to come up with their content. 

No one knows & understands your business like you do, so even if you hire a professional copywriter, you’re still going to need to actively participate in the process. Also keep in mind that even the best writers are not necessarily versed in writing for the web, so if you do hire someone, make sure they have experience in this area.

Below are 7 best practices for writing for your website:

1. THE GOAL

Establish the ultimate goal of the website. Is it more sales? More clients? Higher paying clients? More visibility online? Always have the goal in mind as you write.

2. THE AUDIENCE

So much of the time, when you start writing for your website you want to talk about all of the great credentials and experience the company has. The truth is, visitors really want to know if you understand them — learning about you is secondary. Know your audience & their pain points. Pain points are areas of top concern for your customers. What problem are they trying to solve?

3. KEEP IT SHORT

Rarely does anyone jump in and read a page full of text word by word. This study shows that scannable text calls attention to key information, lightening your readers’ cognitive load. Draw your reader in with short snippets of information they can skim through. A website should never take the place of a live conversation or the experience they’ll have as a paying customer. Don’t try to explain every detail of everything on your site. Let them contact you or sign up for more.

4. MAKE AN OUTLINE

Create “sections” using a hierarchy of 3 tiers: Headlines, Sub-heads and Body copy, each explaining your point in more detail.

  • A Headline is a clear title. It should give the visitor confirmation that they’ve come to the page they intended. Don’t try to be clever or you’ll lose your readers to confusion.
  • Sub-heads should always define the headline more clearly.
  • Body copy goes into more detail—but it should still be concise.

5. BREAK IT UP

Photos or illustrations that support your content can be used to make the page more visually appealing, but a “visual” break can also be a few words from the article or a quote. Both would be designed as larger text that is set apart from your body copy. It should say something that will illuminate a strong point in your copy.
Another way to break up text and make it more skimmable is to use bulleted or numbered lists.

6. YOUR “VOICE”

It’s not just what you say, but how you say it. What’s your  brand’s personality? Is it casual? sophisticated? playful? Whatever emotions you want your audience to experience by interacting with your company should be characterized in the way you are writing for your website. For example, I can say “Contact Us” but I also might say “Give us a holler!” See the difference?

7. CALLS TO ACTION

A Call-to-Action is the one thing you want your visitors to do as a result of coming to that page. It could be the same for multiple pages — “Contact Us” or “Sign Up for Our Mailing List” or even “Book a Free Session.” Always have a main Call to Action for every page and be specific.

I hope this is a helpful guide to get started writing for your website — and if you follow these steps before venturing into the design phase, you’re much more likely to stay on schedule and launch on time.

Need help writing for your website? We offer Brand-Smart Web Design packages that include copywriting. We also help established businesses with refining their existing copy. Feel free to reach out and let’s explore the possibilities.

What’s Your Brand Building Strategy?

What’s Your Brand Building Strategy?

Pie chart representing brand divided

Can You Separate the Visuals From Your Brand?

A prospective client recently asked me to help them with a brand building strategy, but they didn’t think they needed a logo and weren’t particularly interested in the visuals. They needed to hone in on their messaging and target audience—what were they saying, and to whom? This way of thinking was refreshing to me, as so many business owners think of the logo as their brand, and it is hard to explain that there is a lot of strategic thinking that needs to go into an effective brand strategy.

Even so, at first I was thrown off. For many years I identified my profession principally as a designer, although I have always taken a very informed approach to a brand strategy framework — researching and formulating marketing objectives, helping to develop messaging and positioning. All of this research, however, has been in partnership with the visuals. I never considered isolating this part and leaving the visual development off, or really, leaving the visuals as they were prior to the brand development.

The question is: Can you approach a brand building strategy without visuals?

I thought it would be an interesting approach, so I dove in. As I formulated all of the questions and went to work seeking answers, researching the company’s history and objectives, and looking at the competition, I kept stumbling on visuals. At every turn, whether it was in the way a document was formatted with font choices and styling, or social media posts that included photos or memes, there was no getting away from the visual aspect of any communication.

Coming back to my design roots, I had to respect the fact that, while it is clear that words communicate, unless you’re only doing radio and podcasting, there is no way around addressing the visuals of your brand. Even if you choose not to use images, words — when not in audio format — are written, and therefore visual.

It reminded me of a lesson given by one of my first teachers at Parsons School of Design, Ray Hooper (Senior Designer for Abrams Books at the time.) He was a wonderful teacher who made learning fun, yet instilled in us very important lessons. The first day of class he told us to look around the simple, stark classroom and choose anything we saw inside the room to focus our attention on. Anything at all, whether it was a window frame, a light fixture, a white board, or a chair. He told us to look at it closely. Then he made the point that no matter what the object, someone, at some time, designed it. Design is all around us — all the time! Every physical thing we interact with that has been created by humans, has been designed by humans!

I am called to revisit this early lesson as I chuckle at being lead so far astray as to think I could create a brand without considering the visuals. It turns out, you can’t. If you don’t consider the visuals, it doesn’t mean there aren’t any, it only means you did not take them into consideration when you put all of your hard work into the other components of your brand building strategy; your target audience, positioning, marketing messaging and content development. 

Another point comes from Master Marketer, Seth Godin as he says in Debbie Millman’s breakthrough book, Brand Thinking:

“The reason we keep refreshing the way so many things look is because of our ceaseless race to leverage the feelings of safety and nostalgia this old thing imparts, while simultaneously injecting a sense of newness to seduce us into reengaging in the experience.”

– Seth Godin

In other words, even successful, longstanding brands need to revisit not only their messaging, but their visual representation from time to time. It’s a huge part of what human beings respond to.

But Where and How do the Visuals Come into Play?

1. YOUR LOGO
Acknowledging the fact that a logo is not a brand, it would be a mistake to deem it a useless investment. Since it will be seen and used everywhere from the header of your website to your printed materials, social media pages and advertising, your logo is the ultimate visual representation of your brand. The meaning held in the symbolism of the object or letterform(s), the color choice(s) and the shape will all say something about your business’ values and personality.

2. YOUR DIGITAL IMAGERY
Do your website pages, social media posts, newsletters, blog stories and promotional materials use visuals? Are they as consistent in their look & feel as your messaging? This is critical to brand recognition, and too often overlooked.

3. YOUR IN-PERSON PRESENCE
From conventions and trade shows to in-person networking events, real live encounters are now coming back into play in the business world. You will have printed materials to hand out, displays for your booth and/or presentation materials that must be consistent with your brand in order to ensure people will remember you.

In conclusion, your visuals are the microphone through which your brand speaks. If the “sound” isn’t clear; if it crackles and squeaks, or muffles your voice, it doesn’t matter what you have to say, you will lose a large portion of your audience. If, on the other hand, it does what it is supposed to, all that will be heard is the clear, sweet sound of your newly branded voice.

I offer a number of approaches to take the next step in developing your brand, depending on your needs. If you’re ready, schedule your free, no obligation consultation today.