Website copywriting for a health professional

By Steven Lewis

 New website content has meant more leads for Jo Grabyn

Jo Grabyn works with the chronically ill in Sydney and around Australia. They need a practitioner who can get to the point, not tire them out with more confusion than they’ve already suffered.

Jo Grabyn of Bounce Matters is a nutritional medicine specialist with clinics in Sydney. She works with patients suffering chronic health conditions. Often GPs and specialists have been unable to make a diagnosis, which means people coming to her website are exhausted, confused and scared.

A self-described “life-long learner”, Jo has undertaken an extraordinary amount of research, study and training in several health disciplines. Her website reflected this and her reliance on hard science to make diagnoses. Unfortunately, this was communicated in a way that overwhelmed readers and confused them. They left her website not sure whether she could help them or not.

Getting to the heart of the matter with succinct copywriting

 The new website uses copywriting principles of persuasion to generate more leads for Jo

Before we do any copywriting on a website, we start with research. We can only write effectively when we know as much as possible about our client and their clients and competitors.

With Jo, our website copywriters:

  1. Reviewed: We reviewed Jo’s website and gave her a comprehensive report on where her content was strong and where her message was getting lost.
  2. Researched: We held a workshop with Jo to talk about her business goals and how she planned to refine her services to meet those goals. We created a profile of her ideal client, getting a good understanding of the health issues they face and matching this the ways Jo could help.
  3. Tested: We interviewed a selection of Jo’s patients. We wanted to know the language they used when talking about Jo and their health, as well as what they liked about Jo and had experienced with other practitioners.
  4. Tested some more: We also talked to GPs who refer their patients to Jo, so that we could address those reasons on the websites. That way Jo’s website had messages for a secondary audience, GPs looking for a specialist like Jo for their patients.

Narrowing things down

Part of the reason Jo’s website content was confusing was that she can treat a wide range of complaints. On her old website, she tried to talk to everyone.

Our research showed that a typical patient was a woman who presented with unusual but prolonged fatigue. The reasons might be different for every patient but this presentation was common to many.

We choose an image that spoke to that patient–a busy woman slumped at her desk despite trying caffeine and sugar to keep her awake.

We added a strapline from the patient’s point of view, “I never feel this way, but it’s been a year now”.

The powerful combination of one image and a single sentence are enough to tell Jo’s typical patient that she’s finally arrived somewhere she’ll be understood.

There’s explanation about who Jo is, how she works and who she works for, but it’s brief and focussed on the what not the how. When the right patient comes along, she’ll make the all-important first call to Jo. That’s the time to talk about the how.

Results from the new copywriting and website


Jo is now getting those calls from prospective patients who have seen the site and understood immediately that her services are for them. She’s no longer losing potential clients who’ve given up without making contact because her website was confusing. And she’s not having to spend time on the phone explaining herself to patients who’ve not understood enough from the site.

Today, the calls she’s getting are from patients who want to get started.

Also, Jo was asked by Mindfood magazine for an article on brain health, an area of special knowledge discussed on her website.


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