You’ve completed the first part of wellness content marketing: posting content. Nice work. But after allowing some time for the content to rank, you’ve noticed that your visitors aren’t converting into anything more than visitors. Maybe they’re clicking out after a few seconds or perhaps they bounce around on your website and then never return. That’s not good. 

If you’re wondering why your wellness brand traffic isn’t converting, it’s probably a combination of issues, including weak calls to action, generic content, lack of topical authority, and mismatched search intent. Let’s break it down and fix it. 

Wellness content marketing needs strong CTAs

Wellness content is highly saturated. You need to make yourself stand out through quality content that provides actual value to your readers. But even more important, you need to give them something to do with their newfound knowledge. 

Let’s say you’ve stepped up your med spa marketing strategy and started posting informative blogs. Your posts include real, searchable content that your med spa target audience cares about. 

They read a full blog about the side effects of microneedling because they are thinking about trying it out. After learning all about the side effects, the blog just ends. They think “cool, now I need to find a place that offers it” and click out of your website, never to return. 

You left a huge opportunity on the table! Had the blog ended with a strong call to action for the reader to book a consultation with your company or even learn more about the process, they might stick around and even book with you. 

Strong calls to action are crucial in the wellness marketing space. Don’t spend all the time and effort creating wellness blogs only to end them with zero steps forward. 
Generic wellness blogs don’t convert (Yes, this includes AI) 

The internet is full of wellness content. If your posts don’t hone in on a topic and provide real value, why would it not get lost in a sea of other content?

Generic blogs don’t do anything for wellness brands. They just waste time, money, and resources from brands who aren’t focused on their wellness content strategy. 

For those trying to save time, money, and resources, don’t get caught up in using AI to write your wellness content. AI can’t infuse real expertise, experience, and authority into a blog. 

For your wellness content to convert, it’s crucial to create a strategy that builds off of itself. That means honing in on specific topics and creating authentic content that provides real value to readers. Lean into storytelling where you can. Your blog should leave readers with takeaways they can’t get elsewhere. 

No topical authority means no ROI

This goes hand in hand with the above point: If your blog lacks topical authority, it’s going to get lost in a sea of generic content. 

I’m a freelance writer and content strategist. Notice how my website isn’t focused on me being a freelance writer and content strategist? It’s focused on how I grow marketing strategies for highly regulated industries like cannabis and wellness. I get into the nitty gritty of marketing for these specific spaces. 

That’s how you build topical authority. Stay away from huge broad ideas. Hone in on content you can build off of and continue to create new pieces about. 

Need inspiration? Check out how I turn one health topic into 10 high-intent articles. 

Mismatched search intent prevents wellness traffic conversion 

Let’s say you write a bunch of SEO supplement content to boost traffic to your supplement e-commerce site. But you’re writing things like “vitamins vs. supplements” or “how are supplements made?”

Meanwhile, your target audience is searching for things like “what works better for anxiety, ashwagandha or 5-HTP?” and “third-party tested CBD supplements.”

You’re not going to make sales or conversions if you’re driving traffic about an adjacent subject. Zoom into what your target audience is searching for. 

I’ll give you an example. Before I expanded into wellness, I was solely a freelance cannabis writer. I spent a long time building my blog to gather cannabis-related traffic. 

But when I first started, I wasn’t thinking about search intent. I was thinking about driving traffic only. So I posted recipes and lifestyle content about cannabis, despite my goal of driving traffic to convert new cannabis writing clients. 

One recipe blog I wrote blew up. It drove the majority of traffic to my site for years. And guess how many conversions I got? Yeah, zero. Because no one is going to buy content writing services from a weed recipe. 

Final thoughts on why your wellness traffic isn’t converting 

If you’re already leaning into content marketing for wellness, you’re on the right track. But it’s crucial that you build out a strategy and don’t just write whatever comes to mind. 

Need help in that department? I love putting together wellness content strategies. I also love to execute the strategies and watch the results roll in (slowly, over time, and then quickly as the strategy and content compound). 

Send me a message to discuss turning your blog into an effective marketing tool that drives awareness and conversions.