The SEO Mistake That Could Be Costing Your Wellness or Skin Business Clients
If you’re a wellness or skin professional, you’ve probably heard it before: “Use keywords to get found on Google.”
But not all keywords are created equal. And if you’re targeting overly broad terms, you might be struggling to attract traffic to your website and assuming that SEO doesn’t work for your business.
Let’s break down why longer-tail keywords are the secret to getting high-intent clients to your website.
Broad Keywords = High Competition, Less Potential to Rank & Low Conversions
Broad keywords are tempting. They have high search volume and you assume that will turn into traffic.
For example:
“facial”
“nutritionist”
“hypnotherapist”
The problem? Everyone wants to compete for these terms.
Your website is going to be buried beneath national chains, big clinics, and businesses with big authority.
Even if you rank, the people who find you aren’t necessarily ready to book — they’re browsing, comparing, and often don’t have the budget or intent to take action.
But in all honesty, you have little chance to rank highly for these broad keywords and it’s a waste of time and effort to prioritise them.
Long-Tail Keywords = Less Traffic But High Intent
Long-tail keywords are more specific search phrases like:
“best acne facialist in [city]”
“nutritionist for hormone balance near me”
“hypnotherapist for anxiety in [city]”
These searches have lower volume but the people typing them are:
Actively looking for a solution
Clear about what they want
More likely to book with an expert who stands out
In short: long-tail keywords attract higher-intent clients.
Why Longer-Tail Keywords Work Better for Your Wellness + Skin Business
Less competition
You’re not trying to rank against every practitioner or expert in your niche — just the ones your ideal client is realistically choosing between.More qualified and higher intent traffic
These clients know what they want so they’re easier to convert with clear, expert-focused website copy.Better ROI for your effort
It’s more efficient to rank for a few targeted phrases that attract the right people than to fight for broad terms that bring everyone and no one.
How to Use Longer-Tail Keywords Effectively As a Wellness or Skin Expert
It’s not just about sprinkling them into your blog posts. The strategy should include:
Your main website pages – Home, Services, About: Optimise them with phrases your ideal clients are actually searching for based on keyword research.
Blog content – Use longer-tail keywords to attract high-intent traffic over time.
Messaging alignment – Make sure your copy clearly communicates why you’re the expert for these specific clients so they don’t leave and book with someone else who’s doing this better.
Remember, SEO works best when your messaging and positioning are strong.
Attracting the right traffic is only half the battle — converting it into bookings is the other.
Stop Guessing — Start Optimising For High Intent Keywords
Many wellness and skin professionals guess at what clients are searching for. But your best-fit clients often describe their needs differently than industry jargon.
Targeting the right long-tail keywords + optimising your website copy to match those searches is what turns visitors into clients consistently.
High-intent clients are searching for your expertise right now but are they finding you or your competitors?
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💻 I'm a copywriter who specialises in website copy for wellness and skin experts that positions you to stand apart from the competition as an irreplaceable expert.
I commonly work with: Nutritional Therapists, nutritionists, dietitians, naturopaths, skin therapists, aestheticians, therapists, counsellors, physiotherapists, hypnotherapists, sleep consultants, physiotherapists, osteopaths, life, mindset coaches, confidence coaches and more. If your work makes people happier, healthier etc.
📞Enquire about working together on a website copy audit or refresh to optimise your website for the right keyword phrases and position yourself as an irreplaceable expert
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