If you’re looking to improve the readability of your health website copywriting, you don’t need to rewrite your copy completely.
You can make some huge improvements with a few small edits. As long as you use what you have creatively.
This can be tricky. Particularly in the healthcare industry, where health copywriting requires writers to convey complicated messages in simple terms.
You may feel that editing your health website copywriting to improve its readability involves “dumbing it down”. Luckily, this is not the case.
There are a few simple readability tricks that work across all health niches. Without sacrificing key messaging or branding.
In the past, I’ve written web copy for 18-25 year-old adventure travellers and one of the world’s leading medical journal publishers. Two vastly distinct audiences. The difference in my approach? There wasn’t one. I simply followed these self-imposed readability rules.
Use short words and shorter sentences in your health website copywriting
- Choose the shortest verbs
- Engage an online thesaurus/synonym checker if you need help
- Check your character count
- Get to the point straight away
- Provide quick facts
- Remember: when you’re online, shortness rules
Make every word essential
This is about making the most of those short words and sentences. Analyse your copy carefully. Read each individual word and the sentence in full, aloud. Do you need every word? Could your message be clearer if you used synonyms? Use actionable verbs, avoid repetition and keep clear of jargon.
Keep your website copywriting consistent
Know your message and stick to it. Don’t introduce irrelevant ideas or themes, and avoid trying to say too much in a short space. If you’re selling a product, choose the most appealing aspect of your offer and highlight it. Most of the time, only convey one key message. Multiple messages can confuse readers and drive them away.
Review the layout of your website
Do all of the elements on the web page come together? Consider the following:
- Headings (which also need to be short and snappy)
- Formatting (bullet lists like there’s no tomorrow)
- Remember: consider the page as a whole as well as the copy within.
Do you have any other tips, or questions about your health website copywriting?