In today’s post, I’m going to give you a peek into the conversation Brittany Herzberg and I had on the podcast. She is an SEO and copywriting queen, who specializes in working with holistic healthcare providers wanting to rank higher on Google and attract the attention of their ideal client on their website. Her knowledge is amazing and I’m so happy to share it with you!
Why SEO and Copywriting?
I love Brittany’s story and path, and you know it’s because I love a good pivot. Brittany was a massage therapist, who in 2020, decided to revamp and rewrite her website. As she was learning more about copywriting and SEO she realized that most of her clients came from the work she had put in to show up well in search engines and speak directly to her dream clients with her copy.
When being in person was limited and on top of that moving to a new place made typical massage therapy really difficult, she decided to pull in her other skills and really hone in on what made her SEO and copywriting skills great. She’s always been interested in writing in some capacity, maybe books or screenplays, but that didn’t end up feeling aligned for her. When she dove deeper into what copywriting actually meant and started to write for others she realized she could capture others’ voices well and use that to target their ideal clients.
At the beginning of her pivot, she used her love of learning to soak in as much SEO knowledge and copywriting skills as possible. She started on the Clubhouse app with friends, popping in rooms and gathering tons of knowledge there and then trying things out on her own. She realized she could do it with the feedback from people she was working with and from there she started to feel comfortable pitching her self-taught skills to potential clients.
Working with Small Businesses on Copywriting and SEO
Brittany took on the challenge of making SEO and copywriting more approachable and affordable for others. Sometimes seen as this huge investment and impossible task to tackle she wanted to make it easier for others to access and knew her skills could help them.
One thing she specializes in is taking client case studies and formatting them into what she calls “client story pages”. She flipped the name to make it more fun, and used a different writing approach to make the testimonials less boring, and more relatable to appeal to the ideal client. Sometimes a testimonial page sounds so generic and robotic that people don’t get past the first couple of sentences. Finding ways to showcase your personality through your website and your client testimonials is vital to having potential clients get to know you and feel like they’re making the right choice by working with you.
Making connections is vital to the customer experience journey and these testimonial stories can create that between potential clients and past clients to close the deal. Sometimes your potential customer doesn’t connect to the business owner’s journey but sees themself in the past client which gives them the push to invest. Sometimes they can only see how far you’ve already come in your business, which may seem unattainable to them at the moment. But if your past clients explain their transformation while working with you, they can see themselves in that story. Not every client has to have these giant transformations either. The numbers don’t have to be huge and the results don’t have to be insane. So if you’re just starting out don’t worry if the transformations don’t seem earth-shattering, it’s ok if your results seem attainable and relatable.
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Gathering Client Testimonials
It may seem scary to start asking and gathering testimonials, but Brittany explained that it doesn’t have to be complicated. She recommended getting started where people have already mentioned you. Check your DMs and see if you have a client that has given you kudos or said something positive. It’s as simple as screenshotting that without any identifying information from that client and using it in a social media post or as an addition to an email. Some clients are happy to send a quick voice memo that you can transcribe and add to your client stories.
Brittany even offers a template on her website if you don’t know what to ask for in a testimonial. You can quickly send it out to your clients and it’s easy for both of you to get an awesome testimonial. She explains it as “mad libs style” fill in the blank, so it couldn’t be more simple! If you’re still feeling intimidated by asking for testimonials, try to put that out of your mind and approach it positively. If you know you’ve had a good experience with them, they’re probably happy to give you a shout-out. The worst you may hear is that they’re busy and to come back to them later.
Creating Strategies That Work for You: The Bottomline
I love that Brittany put an emphasis on taking what you already have and turning it into powerful client stories and using focused keywords. She mentioned screenshotting compliments from your DMs and reusing those in your content, emails, or on your website, which is brilliant! For keywords, try to focus on one SEO area at a time. Of course, the more places you show up with intentional SEO the better, but focus on what you’re already doing first then expand from there. If you’re creating blogs do it with the keywords you want to be found on Google. Optimize your Instagram bio to be searchable for your niche, not just your name.
If you can start plugging those keywords and testimonials into all you’re doing and the content you’re creating. It will give you stronger searchability and when people find you, they’ll see past clients raving about you. Which definitely isn’t a bad thing!
If you are taking one step at a time toward bettering your website and intentionally targeting your ideal audience that’s progress! SEO and copywriting for small businesses can be scary but you’ve got this!
CONNECT WITH MEGAN:
Watch this episode on video here: https://www.facebook.com/megan.yelaney/videos/548537179781488
Enroll in my Free Outline Your Perfect Offer Course here: www.meganyelaney.com/free-offer-course
*Join her 1-1 coaching waitlist (spots avail in July): https://hello.dubsado.com/public/form/view/5fa6ed2fb2b67f70ad11a107
Other free resources and offers here: www.meganyelaney.com
Learn more about Brittany here-
SEO Cheat Sheet: https://brittanyherzberg.com/seo-basics-checklist
Get Client Testimonials that Convert: https://brittanyherzberg.com/how-to-client-testimonials
Testimonial Template: https://brittanyherzberg.com/digital-shop/client-testimonial-template