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15 Best Practices for Launching a Client-Focused Blog

Posted by Alatheia Nielsen on May 20, 2019 8:00:00 AM

Women are increasingly turning to the internet for answers to reproductive health questions, including unplanned pregnancy. In fact, a Guttmacher study between May and June 2017 found more than 200,000 searches were made, looking for information on self-abortion alone.

With so many people asking questions online, and groups like Planned Parenthood willing to answer, someone considering abortion may make their decision without ever contacting your center.

A great way to reach these potential clients as they're searching for answers is by incorporating a blog into your website. Here are 15 best practices on how to blog: 

1. Keep it Client Focused - everything on your website, and especially your blog, should be aimed at clients. While sharing personal client comments (with proper confidentiality and consent) can be powerful, make sure they focus on the client’s feelings before and after coming to the center. The outcome of the pregnancy decision should never be the focus of a client-facing blog.

2. Answer Client Questions - choose topics your potential clients are probably wondering about. Possible questions to answer would be, “When can I be pregnant?,” “Can I get pregnant while taking birth control?,” “What are the earliest signs of pregnancy?,” “Can I get pregnant doing X?,” “Should I get tested for STIs?,” “Is abortion safe?,” and “Does an abortion hurt?” Think about other questions you get on the phone or in the client room and address some of those. Don’t forget to use headlines that will capture a reader’s attention. For example, “The 3 Things To Do After a Positive Pregnancy Test.”

3. Use Clear Language - Avoid both watered down language and highly technical terminology (except where necessary for providing accurate medical information). Avoid euphemisms like “private parts” or “sleeping together.” Instead, use accurate, specific terms like “vagina,” “penis,” “sex,” "sexual intercourse,” “vaginal intercourse,” etc.

4. Cover Uncomfortable Topics - Writing candidly on topics like oral sex, anal sex, STIs and other issues related to sexuality and reproduction might be uncomfortable. But, this information is readily available online already - and most sources, if not crude or inaccurate, do not offer Christ-centered compassion, hope, and help. Answering your clients’ most uncomfortable questions demonstrates to them you are not only willing to be open and honest, but that you are also knowledgeable and trustworthy.

5. Keep it short - The longer your blog post is, the less likely someone will be to finish it. Keep your posts short, upbeat and informational. A good limit is 500 words. If you feel that isn’t enough space to cover as much detail as necessary, consider including footnotes or links to additional posts where the reader can go for more information.


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