What is the first thing that you do when you receive a referral to work with a healthcare professional?
If your answer is “Google them”, you’re not alone.
One way to help your website to grow and perform better is by writing really great blog posts. The benefits of blogging for business entrepreneurs are huge…if done well!
Your time and energy is limited: finding ways to be more efficient help you to also be more effective in helping your ideal clients.
Here is how the investment of blogs can help to save you time (and grow your business) in the long run.
Let your ideal audience get to know you
Don’t be offended, but you’re not for everyone. No one is.
Writing blogs that are authentically you, and speak to your ideal audience helps them to get to know, like and trust you. Your blogs get to keep working for you – for forever!
Your nutrition blogs also help weed out folks who are not a good fit for you. This is a good thing!
If your reader doesn’t vibe with what you’re sharing or recommending on your site, they’re probably not going to book a consult with you. This means that you’re getting better quality initial consults because they already know who you’re helping and how.
You want to work with your ideal clients because they’re the ones who light you up and make you LOVE having your private practice. Trying to make it work with a less-than-ideal client is like an awkward blind date – no one is having fun and everyone is making their exit strategy.
Instead, when your ideal client visits your website and:
- Gets their questions answered, before they even ask
- Feels understood
- Notices things explained in language that they’re comfortable with
They are going to feel confident that YOU can solve their problems and race to book an appointment with you.
Answer common questions
I’ll bet there are some common questions that literally every single one of your clients asks you.
Great: those can all be blog posts.
Capture those answers into some amazing new blog posts so that you can quickly refer your folks to them, instead of explaining the answer during a session, for the seven-millionth time.
Or, heaven forbid, actually typing out that long answer again.
You can also consider putting those FAQ blog posts in your automatic email sequences.
Provides content to share
Not sure what to send to your email list? Let them know what the newest content is on your blogs!
Keep it short and oh-so-sweet: you want to get more readers actually onto your blog, not just reading about your post via your email. The traffic actually on your website is what counts for SEO purposes.
Try leading with a bit of mystery.
Let’s pretend that I write for RD business owners (spoiler, I do) and that I wrote a blog answering common questions about what it is actually like to hire a nutrition writer (spoiler, I did).
I would recommend sending out the blog link in an email to anyone who might be thinking about hiring me.
For example, “wondering what it is like to work with a ghostwriter for your nutrition business? Your common questions answered in today’s post!”
Super short, super sweet, lets my email list get to know me better and helps them to move closer to working with me.
Build authority online
Having the right content on your website helps your website to get more popular online. This is all about SEO, folks.
Before you feel sick to your stomach and panicky because SEO sounds intimidating and scary, know that it is much more like a board game than you’d guess. SEO strategy helps your website to perform better over time. Little changes help to optimize your site over time (just like little changes to the foods that you’re eating and drinks that you’re enjoying can optimize your health over time – nothing happens overnight).
Your blog can really be a boost because you’re probably adding new ones once in a while. And, the better job you do with formatting, keywords and such, the better these continue to work for you, for forever.
That’s a wrap
As an entrepreneur, it is important to be efficient with your time and energy: they’re both limited!
Blogs — done well — can help to grow your authority online, explain the answers to your common questions as well as provide value to share to your email list and social media.
As you learn the benefits of blogging for business owners, you know that this is an investment worth making. But alas, dietitians are not taught how to write well or anything about SEO strategy.
If you’d like to learn some concrete ways to start building your copywriting skills, check out my free guide: 10 Ways to Build Skills as a New Writer.
This blog was originally published in September 2020. It has since been updated.