Setting Your Marketing Up For a Successful 2025 As a Wellness Practitioner
Want 2025 to be the year that your marketing has a system that attracts, nurtures and sells to right fit potential clients without you having to show up all the time?
These are the marketing foundations I recommend having in place as a wellness practitioner as we head into 2025:
Website copy that builds trust & authority and shows the true impact of what you do for your clients
(because most of the wellness pro websites I see don’t do this well enough)
Just having a bit of info on your website about who you are, who you help and how you do it isn't nearly enough to encourage potential clients to take action these days.
Especially when it comes to health and wellness.
We're in an era where we need to build trust and empathy much more than before.
This basic type of website copy may have worked even a year or so back.
But things have shifted and your marketing needs to keep pace.
Sadly I still see so many wellness pros who were taught that putting up a bit of copy to have a presence is enough (usually on a business course & usually by a non copywriter) and they need the next shiny object if they're not getting clients.
Why it's a problem 👇
The landscape is shifting and basic website copy isn't building enough trust or empathy or giving potential clients the info they need to make an informed decision about whether they should sign up for your freebie, let alone book a call with you.
Your website copy needs to shift too to make sure that you're giving potential clients what they need to know.
If it's not, you're probably getting a high bounce rate ie people are quickly exiting your website because they're not getting what they need.
Or maybe you're not getting traffic because you were never taught you need to optimise the copy to be found online.
Why you need a strategic approach👇
Your potential clients need certain questions answered and to be given specific info when they land on your website.
You need to factor in where they are, where you need them to be and what they need to know to bridge the gap and encourage action.
This is why I follow a framework when I write or audit website copy for my clients because having certain copy sections guarantees that the big questions and important info is going to be there.
Buy my website copy frameworks for your home page, about page and services pages
Funnel(s) to bring people into your world and start to nurture them
What's your plan as you continue to grow your audience on social media?
If it's along the lines of 'pray that the algorithm shows them your content and they reach out to work with you', I'm here to tell you that's there another way (a less stressful and more predictable way!).
What if your plan switched to encourage the people who come into your world to join your email list, at which point they start receiving nurture emails that help them to get to know, like and trust you (followed by your regular newsletters)?
They become warmer a lot sooner and build a relationship with you that's not based on whether they see your content in their feed here and there.
Think of social media as the way to get them into your world and email as the way to build the relationship until they're ready to work with you.
Moving them from social media to your emails can look like this:
A freebie funnel based around an opt in, followed by a fairly short welcome sequence to grow the know, like and trust factor
A masterclass funnel based around a free training (usually available to watch on demand), followed by emails to build trust and authority (sometimes sales led, often not if the free training is more of a lead magnet)
No specific opt in at all but a welcome sequence to grow the know, like and trust factor.
Blogs can also be a good way to attract potential clients into your world - crucially those who are actively searching for health and wellness information you’re an expert on.
But blogs will ONLY work as an attraction marketing tool if you’re doing good keyword research to optimise your blog posts for search and get in front of the right people. Otherwise, your blogs risk being seen by hardly anyone.
Read more: How do you choose the right funnel for your wellness business?
Read more: The 7 types of funnels that can help you to grow your wellness business
Read more: Client case study - Nurturing new leads with a freebie funnel
Buy my on-demand masterclass email sequence templates
Buy my pre and post masterclass email sequence templates
Buy my budget friendly keyword research guide here
Welcome sequence
As part of the above or running off the back of a sign-up/opt-in form if nothing else.
Welcome sequences are the basis for how subscribers can start to become friends (which is the first step for how they'll become clients).
If you don't have a welcome sequence that does a great job of building a strong relationship with new subscribers and helps them get to know, like and trust you, it's a LOT harder to get clients from your emails.
Your newsletters might be genuinely amazing but if you're relying on them to actually build the relationship rather than merely maintain and strengthen an already strong relationship, you're putting a ton of pressure on them and you're very likely to feel that email marketing just isn't for you.
Your welcome sequence should be doing huge heavy lifting from the moment a potential client joins your email list.
Then your regular emails can build on this.
Those wellness pros who are getting clients from their emails have a super strong welcome sequence that's helping to encourage potential clients to take the next step with them when they're ready. (I might even have written it for them 😉)
It's not their newsletters alone.
It's time to get your own kick ass welcome sequence in place so you can start getting more from your emails.
I'm here to help with done for you copy, done with you support or DIY templates.
Get my free welcome sequence mini guide here
Read more: Why you need a welcome sequence to help you get more clients
Read more: What you’re missing out on if you don’t have welcome emails after your freebie
Read more: Can you sell in your welcome sequence?
Buy my budget friendly welcome sequence templates
Regular newsletters
Strategically crafted newsletters can help you sell specific offers as well as maintaining the relationships you've built in your funnel / welcome sequence.
Your welcome sequence starts the relationship with new subscribers on the right foot..
Your newsletters grow the relationship and help to cement you as that trusted friend over time.
When potential clients keep seeing you pop into their inbox with value (not just educational value - see one of my recent reels for what else value can look like) and the know, like and trust factor really grows, it's much more likely that they'll reach out to you when they're ready.
Newsletters are a long game in that respect.
You likely won't get a flood of enquiries from any one newsletter but the cumulative effect of banking trust and connection and becoming that trusted friend in the inbox adds up.
If regular newsletters feel like a huge commitment, I'm here to help.
You can book a batch of newsletters to see you through a certain time period or work with me every month to stay consistent with your nurture and connection building.
Or you can book a Copy Roadmap to give you the bespoke action plan to guide the next few newsletters you write.
Deeper email nurture
Most of your leads won’t be ready to work with you even after a great welcome sequence that has helped to grow your know, like and trust factor and this is normal.
These leads need more nurture and that’s exactly what a deeper email nurture sequence does. I recommend having this in place to be sent after an automated welcome sequence ends and before a new potential client starts to receive your regular newsletters.
Buy my deeper email nurture sequence templates
Core sales sequence to sell a signature offer
You can have several of these if you have several different offers, especially if there's a slightly different audience for each one. They build trust, overcome myths and objections, increase social proof in your offer and generally sell your offer from different angles.
Having all of this in place means you have a system for bringing new potential clients into your world, taking them on a strategic & intentional journey to introduce them to you and your offers, selling to those who are ready, and nurturing those who aren't until they're ready to take the next step with you.
You can build on these foundations with more sophisticated and targeted email marketing, of course, but these are the basics I recommend for marketing that means you don't have to show up all the time.
Buy my budget friendly sales sequence templates
Missing some of these foundations in your marketing?
If it feels like the right time to get these foundations in your marketing up and running ASAP, let’s chat about working on it together. I can write the copy for you (done for you copy) or give you the basis to do it yourself (done with you) - either from scratch or to optimise existing foundations to make sure they’re doing a great job for you.
As a wellness copywriter, I specialise in writing marketing and sales copy for health and wellness coaches, nutritionists, Nutritional Therapists and therapists and other wellness practitioners - particularly for funnels, email marketing, website copy and blogs.
