How Hiring a Holistic Wellness Copywriter Helps Build Trust in Your Wellness Brand

I’m currently enjoying re-vamping a Healer’s website ahead of an exciting new rebrand.

The old website copy was miles away from this gentle, compassionate lady. It felt like her words had been suited and booted for a boardroom appearance rather than a nurturing, candle-lit space. Those crucial words read like an instruction manual - missing her heart and passion and not reflecting her brilliance or spirituality. 

The copy was choked with cliches, fluff, and jargon creating a feeling of confusion. 

What’s that kind of experience like for your reader?

When your website copy isn’t ‘You’, they will feel the mismatch. It won’t be shouty, in their face, rather more of a whisper, but something won’t sit right. 

It's like seeing someone wearing an outfit of spots and stripes together. It jolts the senses, and instead of feeling invited in, calm and reassured, your reader tends to pause, maybe back off. 

And…before you know it, their attention wavers, and they click away. A missed opportunity.

What we know is trust isn’t just about what you say. It’s about how your words make people feel. And when those words don’t reflect your warmth, values, and voice, they can sneakily destroy the very trust you’re trying to build.

Trust is at the heart of your wellness business - the foundation everything (your success) is built on.

In a world overflowing with wellness trends and self-proclaimed experts, trust is everything. Even the most beautifully designed website or carefully crafted offer can feel shaky without it. When you have it, you build something rock solid that clients can lean into with confidence.

Trust is one of the elements of your business that turns curious visitors into committed clients. The right words encourage people to open up and believe that lasting change is possible.It starts long before the first coaching session or discovery call; it starts with the very first words they read on your website and in your social media content and is carried through to every touchpoint they come across.

Here’s the thing: People don’t just want another coach, nutritionist, or healer; they want someone who gets them, someone who understands their struggles, needs, and goals. 

The kicker? 

Trust isn’t built on ‘quick fix’ marketing gimmicks or perfectly curated Instagram grids. It’s built through clear, honest, and compassionate communication, the kind that a holistic health and wellness copywriter helps you uncover and share so your value and expertise stand out like a punnet of ripe strawberries in a fridge full of leftovers.

Hands up if you find it easy to write about yourself?

Oh, not so easy - and even though I’m a copywriter, I find it really hard to write about me. It’s far easier to do it for clients.

Why is this?

Well, when you’re deeply connected to your business and work, it’s tough to step back and dig deep to find words that laser in and connect with your audience. 

Enter a holistic wellness copywriter. They’re way more than just a writer; they’re a message shaper, a brand voice clarifier, and a trust-builder. The bottom line is they’re a strategist and a trusted brand partner who understands that powerful messaging and carefully chosen words deepen connection, spark emotion and make people feel understood as they fuel your business growth.

Let’s take a look at 10 ways they can help your wellness brand feel genuine, approachable and trusted.

1. Clear, honest messaging that connects straight away

Imagine landing on a website and having no idea what the person actually does. (Seriously, it happens). You scroll, squint, re-read, and…click away, confused.

That’s what your audience does, too, often in seconds.

People won't hang around to decode your message when it is vague, wordy, or bloated with wellness jargon. They’re not being rude; they’re overwhelmed and tired and looking for someone who shows how much they understand them.  

A good copywriter helps you say what you do in plain, human language, yes - human language, the kind that makes someone pause and think, “Yes, this is exactly what I’ve been looking for.”

When people understand you straight away - who you help, how you help them, and why it matters, they trust you faster.

2. Writing that feels like a genuine conversation not a sales pitch

Have you ever read a website that sounds robotic or in-your-face salesy? 

Yep, me too. 

A skilled copywriter brutally cuts the fluff and jargon, making your message feel natural, honest and personal. Instead of sounding like a commercial, your content becomes a conversation, helping people feel seen, understood and confident in taking their next step.

3. A website that invites you in before it gets down to the selling bit

I always use the analogy of your Home Page as a grand entrance hall. 

You set the scene for the space your client steps into—probably the first page they land on. Its job isn’t to get down to selling but to set the scene for what your reader can expect and reassure them they’re in the right place. The words on that page are an invitation with signposts (calls to action) to explore the rest of the website.

Think of it as if shopping for something in real life rather than online. 

You’re shopping for something special, a dress for your anniversary break. You want to look and feel your best.

You walk into the first shop…hm, it’s crammed with clothes. The rails are packed. There’s some lovely stuff but it’s far too chaotic and the saleswoman is ‘on you’ before you can get your bearings. You feel pressured - not just the saleswoman, but there’s no order to the layout, and you can’t see prices on anything.

You know what, you’re just going to head off and find a coffee - you need it after that experience. 

Now imagine the next shop after your chaotic experience 

You walk into a clear space, and you’re welcomed with a smile. Everything is in clearly laid-out sections, colour-coordinated and priced. Accessories are carefully placed alongside outfits. There’s an inviting sofa in the corner with a coffee station for when you want a break from browsing. Before you’ve even tried anything on, you’re already thinking, this is the shop for me. 

That’s the difference clear, intentional copy can make.

It creates a space where people feel seen, supported, and ready to say yes - even before the first conversation.

4. Sharing real client stories that inspire confidence

People trust people. 

That’s why working with a copywriter isn’t just about fancy words (they should be clear rather than clever!). It’s about sharing real stories. Stories that are from a wonderful flawed human and not a polished PR pitch.

Good copy brings out the heart of your testimonials and case studies. It builds trust by showing what life felt like when the client struggled, what changed, and how that felt. It speaks to your reader’s doubts, aspirations and desires as it gently helps them see what’s possible for them too.

When people read honest, down-to-earth stories they can relate to, trust begins to build.

5. Consistency across all platforms (so your brand feels solid & reliable)

If your brand sounds different everywhere, well, it feels…off. 

One way on your website, another in your emails, and completely different on social media… it’s a bit like trying to follow a story with missing pages. But when everything sounds like you - the magic of a consistent voice and tone - it clicks.

 People know what to expect. They feel like they know you.

A good copywriter helps bring that together. So whether someone finds you through a blog, an Instagram post or your homepage, your voice feels familiar, solid and reliable.

Trust can’t be rushed, it continues to grow over time when you’re consistent. 

6. Share what you know - and position yourself as a thought leader.

As we all know, trust doesn’t happen overnight. It grows when potential clients see you as a knowledgeable, honest, generous guide. 

A wellness copywriter helps you to share your expertise, turning your knowledge into blog posts that answer the questions your audience is already asking, email sequences that gently build connection over time, and FAQs that show you understand there may be hesitation, worries and confusion to be overcome. 

This kind of content does more than inform, it shows you care. No pressure. No hard sell. And when people feel supported like that, they remember you. They trust you. And when the time’s right, they choose you.

7. Emails that feel like a real conversation

Think about the last time you opened an email and thought, “This actually sounds like a real person.” You probably kept reading. Maybe you smiled or laughed. Even better if you’d heard that person speak before, and you could almost hear them speaking the words on the screen.

What about the ones you cast an eye over and deleted? Were they a boring jumble of words or straight in for the kill - ‘Buy my…’

You probably can’t remember!

A skilled copywriter helps you write emails that feel warm, human, and honest - building on the trust your subscriber has already shown in you by giving their email address. They help position you as ‘the one’ by sharing your value and your promotions so when clients are ready to trust you to help them, you’re on their radar, close by and top of mind.

When your emails sound like the human you, they don’t just get opened; they get read, inspire and get your reader to take ‘happy’ action.

8. Calls to action that feel like an invitation not a deadline to beat

We’ve all been there…

You’ve clicked through to the sales page and you know at some point you will be ‘sold’.

But…there is that moment when the energy shifts. Uh, Oh, here we go and the warm, supportive and friendly tone skips a beat.

‘Sign up before it’s too late’

Instead of heading off to fetch your credit card from your handbag you pause and…stop. Game over. Instead of feeling ready to take action you pull back.

You felt pressured and it’s a fast and furious way to shake someone’s trust.

Trust in marketing isn’t about forcing people into making a decision it’s about gently guiding them towards the right decision for them, having been clear and honest with all they need to know to be able to make a decision.

A wellness copywriter will write calls to action that highlight the value of the benefits for the reader - leaving them free to choose without pressure.

9. Marketing that respects your clients, their choices and their timing

I don’t know about you, but I’m pretty confident you can spot fear-based marketing a mile away! Still, today, too many marketing strategies rely on scarcity, fear and manipulation. 

In my humble opinion - it stinks!

Your clients aren’t looking for that, and neither are you.

Cue: A skilled copywriter who refines your messaging to make sure it’s built on honesty and reflects your values. There are no false promises, only achievable outcomes .

Trust is built by showing up consistently and letting your values lead the way.

10. Freeing you up to focus on what you love - and gives you joy

Let’s be honest - writing your own words, whether for your website, email - or whatever, can feel like wading through quicksand.

If you know what you want to say, it’s a great start, but when the words won’t play nicely, hours disappear as your tea gets cold, and you feel fraught and frustrated.

That blinking cursor and empty screen - it spells doom and gloom and there’s enough of that without making more of our own.

That’s where copywriter swoops in, superhero cape and all, so you can stop editing every sentence 5 times and give your words energy with a clear voice and flow…along with relief as you get another task crossed off your to-do list.

Trust Starts with the Right Words…

Your copy isn’t just about explaining what you do. It’s about building trust - quietly, consistently, and in a way that feels comfortable for you.

Every word on your site, from your homepage to your thank you page, has a role to play, a job to do, and it helps people feel valued, understood, and ready to say yes.

This is exactly why I do what I do.

As a strategic, holistic wellness copywriter, I can help you shape a message that sounds like you so you can share your expertise and build genuine relationships with the people who need you most.

If you have this niggling feeling your words aren’t connecting, inspiring and building trust, let’s talk or pop your questions in the comments below.