Potential Clients Are Rarely Only Considering Booking With You + Website Copy That Sounds Like Everyone Else Can Cost The Booking
There's a pattern I see consistently across wellness, beauty and skin professional websites.
The (often unintentional) slide into sounding like everyone else in your niche. It feels safe because if everyone else is doing it, they must be having success, right?
What it actually creates is a sea of messaging so similar that a potential client comparing her options struggles to find a meaningful reason to choose one practitioner over another.
And you quickly become invisible unless you’re the clinic that sets itself apart as the one that dig deeps into what makes them different and positions itself to be different.
The Ten Websites Problem
Put yourself in your ideal client's position for a moment.
She's ready to invest.
So she does what every high-intent client does. She opens multiple websites and compares, looking for the specific thing that will make one clinic feel clearly right over all the others.
She has ten websites open.
And they all sound similar.
She can't distinguish between them because their website copy is saying the same things in the same way and every clinic feels the same.
The only difference is price or quickest availability.
Then She Opens Website Eleven
Now imagine she opens one more website.
The messaging is different. It clearly positions the clinic to stand apart from the safe, generic positioning that the others have,
She closes the other ten tabs and chooses that clinic.
That's the difference between copy that tries to sound like everyone else and copy that owns what makes a clinic genuinely different. And it's the difference between a website that blends into the competition and one that ends the search.
The High-Intent Client Comparison
Your low-intent potential clients aka the ones who are vaguely interested, who might book someday and, who are only in the early stages of wondering whether they even need this type of support are relatively forgiving of generic copy. They're not yet in the intensive comparison mindset. They're browsing, warming up and getting a general sense of the landscape.
Your high-intent potential clients aka the ones who are actively searching, who have already decided they're going to invest, and who have multiple websites open and are making a real decision today want to know why they should choose YOU over your competitors.
Stop Blending In & Start Being Irreplaceable
Your ideal client is out there right now with ten websites open.
She might be looking at your website.
The question is whether your website copy is the one that ends her search or whether it's contributing to the sea of sameness she's swimming through on her way to finding someone whose positioning made it impossible to keep looking further.
That's the question every word of your website copy should be answering. And it's the question I dig into at the start of every project I take on.
Sally Aquire is a website and blog copywriter for wellness, beauty and skin professionals. She digs deep into what makes practitioners genuinely different and turns it into website copy that positions them as irreplaceable experts so ready-to-book clients instantly see that they've found what they've been looking for.
