How to Create Great Photos for Natural Health Marketing
Your smartphone can give you stunning, authentic images that will enhance your natural health practice’s visual presence across social media, websites, and marketing materials. With the right approach to lighting, composition, and simple editing, your phone can produce professional-quality results that truly showcase your expertise and personality. Starting with a shot list is a great way to ensure you capture a wide variety of images and don’t forget the essentials. Start with this list and create variations under each bullet point. Use several changes of clothes and backgrounds to make even more variations. Photo Shot List For Natural Health Practitioners: 50 Inspiring Ideas Clinical Work Photos Introduce Your Professionalism Consultation notes – Writing patient notes with herbs or plants visible in background Pulse taking – Close-up of hands checking a client’s pulse during consultation Herb preparation – Measuring dried herbs into small bowls or containers Tincture making – Hands working with dropper bottles and herbal extracts Consultation setup – Wide shot of your consultation room before a client arrives Reference books – Flipping through naturopathic reference books or journals Client interaction – Mid-conversation during a consultation (with permission) Supplement organisation – Arranging or selecting supplements from shelves Assessment tools – Using tools like pH strips, blood pressure monitor, or scales Case study review – Reviewing client files with cup of herbal tea nearby Nature & Wellness Photos Demonstrate Your Values and Interests Herb garden visit – Walking through or tending to medicinal herb gardens Wild plant identification – Crouching to examine plants in natural settings Forest bathing – Peaceful moments sitting or walking in woodland areas Sunrise/sunset meditation – Silhouette shots during quiet outdoor reflection Beach wellness – Walking barefoot on sand or collecting seaweed Mountain hiking – Enjoying nature’s pharmacy during countryside walks Park bench reflection – Quiet moments in local parks with journal or book Seasonal foraging – Collecting elderflowers, berries, or other seasonal offerings Outdoor yoga/stretching – Gentle movement in natural settings Nature’s textures – Close-ups of bark, leaves, stones that represent natural healing Education & Consultation Photos Build Trust and Understanding Online consultation – Professional video call setup with good lighting Workshop preparation – Setting up materials for educational seminars Whiteboard teaching – Explaining concepts using diagrams or notes Book writing – Working on educational content at desk or a café Video recording – Speaking into a microphone with professional setup Reading research – Studying latest naturopathic journals or studies Client education – Showing anatomical charts or educational materials Presentation prep – Preparing slides or materials for speaking engagements Social media content – Recording educational videos on smartphone Mentoring moment – Discussing cases with fellow practitioners (with permission) Photos Make Your Personal Brand Shine When creating personal brand content, remember that you are the main character of your own story. Position yourself as the central figure in each shot, showing confidence in your expertise and passion for natural healing. Don’t hide behind your tools or workspace – let your personality and professionalism shine through. Whether you’re holding a book, preparing herbs, or simply looking thoughtfully at the camera, you should be the clear focal point that draws viewers in and helps them connect with you as both a practitioner and a person. Professional headshot – Clean, approachable portrait in natural light Workspace overview – Your desk/office showing personality and professionalism Morning routine – Starting the day with herbal tea or meditation Reading corner – Comfortable spot where you study or relax Qualification display – Certificates or awards in a professional setting Tools of trade – Flat lay of essential naturopathic tools and books Signature style – Outfit that represents your professional aesthetic Travel setup – Working remotely or attending conferences Professional networking – At industry events or colleague meetings Behind-the-scenes – Candid moments of daily professional life Share Your Lifestyle with Photos – Show Your Favourite Things Healthy meal prep – Preparing nutritious meals in a kitchen setting Farmers market visit – Selecting fresh, organic produce Herbal tea ritual – Preparing or enjoying therapeutic teas Exercise routine – Gentle movement that supports wellness philosophy Seasonal cooking – Using fresh, seasonal ingredients in meal preparation Garden to table – Harvesting herbs or vegetables from your garden Wellness practices – Dry brushing, oil pulling, or other daily rituals Healthy snacking – Nutritious snacks that align with naturopathic principles Weekend wellness – How you practice self-care on days off Evening routine – Winding down with herbal tea or gentle stretching Smartphone Photography Tips for Beginners Basic Camera Settings Portrait Mode: Use for people shots – creates nice background blur Grid Lines: Turn on in camera settings to help with composition HDR: Keep on ‘Auto’ for balanced lighting in tricky conditions Focus: Tap on your subject to ensure it’s sharp Lighting Fundamentals Natural Light is Best: Shoot near windows during daylight hours. Avoid harsh midday sun – early morning and late afternoon provide ideal conditions. On overcast days, light is soft and flattering. For indoor shots, position yourself facing a window for the most appealing results. Avoiding Common Lighting Mistakes: Don’t shoot directly into bright light as this creates unflattering silhouettes. Watch for harsh shadows on faces, particularly when using overhead lighting. If using overhead lighting, add a lamp for warmth. Use a white sheet or wall to bounce light onto your subject for more even illumination. Composition Techniques Rule of Thirds: Imagine your screen divided into 9 equal sections and place essential elements along these lines rather than centring everything. Leading Lines: Use natural lines such as paths, shelves, or desk edges to guide the viewer’s eye toward your main subject. Fill the Frame: Get closer to your subject rather than shooting from far away, which creates more engaging and intimate photographs. Angles and Perspectives: Shoot from slightly above for flattering people shots. Get down to eye level for more engaging photos that create a connection with viewers. Try different angles and don’t just shoot standing up – crouch down or find elevated positions for variety. Taking Great
Bringing Clients Back More Often: Simple Systems to Increase Visit Frequency
In our previous article, we explored how increasing your Average Client Value (ACV) can significantly boost your practice income. [LINK] Today, we’re tackling the second pillar of practice growth: bringing your existing clients back more often. This is often the most overlooked opportunity in natural health practices, yet it’s one of the most straightforward ways to increase your income without finding new clients. Think about it: if you currently see a client four times per year and increase that to six visits, you’ve achieved a 50% increase in appointments from that client. Multiply this across your entire client base, and the impact becomes substantial. The beauty of frequency-focused strategies is that they work with clients who already know, like, and trust you. The Clinical Foundation First Before diving into systems, let’s address the elephant in the room: increased frequency must always serve your clients’ best interests. As natural health practitioners, our role is to support genuine healing journeys, not simply book more appointments. The strategies we’ll discuss should enhance client outcomes whilst building sustainable practices. The good news? When clients receive consistent, appropriate care, they typically experience better results, which naturally leads to stronger therapeutic relationships and more referrals. It’s a win-win scenario when done thoughtfully. At-Appointment Booking: Your Most Powerful Tool The single most effective strategy is booking the next appointment before your client leaves. This sounds obvious, yet many practitioners skip this step, especially when they’re busy or running late. Create a simple habit: as you’re wrapping up each session, discuss the recommended timeframe for their next visit and book it immediately. Don’t assume they’ll call later—they won’t. Life gets busy, symptoms improve temporarily, and good intentions fade. For solo practitioners, consider phrases like: “Based on what we’ve addressed today, I’d recommend seeing you again in two weeks. Shall we get that booked now while you’re here?” This approach removes friction and significantly improves compliance. Automated Reminder Systems Technology can be your greatest ally here, especially when you’re managing everything yourself. Most practice management software offers automated reminder features, but you can start simple: SMS reminders: Set up automated texts 24-48 hours before appointments, and include a gentle prompt about booking follow-ups. Email sequences: Create template emails that go out after specific milestones—perhaps after their third visit, suggesting a maintenance schedule, or seasonal reminders for clients who benefit from regular support. Booking links: Include easy online booking links in all communications, making it effortless for clients to schedule their next appointment. Treatment Plans and Care Packages Rather than booking appointments individually, consider presenting structured treatment plans. This shifts the conversation from “Do you want another appointment?” to “Here’s your recommended healing journey.” For example, you might offer: Initial intensive phase: Three sessions over four weeks Stabilisation phase: Monthly check-ins for three months Maintenance programme: Quarterly wellness visits Package these as care programmes rather than just multiple appointments. clients appreciate having a clear roadmap, and you benefit from improved commitment and cash flow. The Follow-Up Call Strategy A simple phone call 3-7 days after treatment can work wonders. This isn’t about selling—it’s about checking in on their progress and addressing any concerns. Often, clients have questions after they’ve left, and this touchpoint provides tremendous value. During these calls, you can naturally assess whether they’re ready for their next session or if adjustments to their care plan are needed. Many practitioners find that clients often book additional appointments during these conversations. Seasonal and Lifecycle Reminders Set up simple systems to reach out based on: Seasonal patterns: Many conditions flare during specific seasons eg summer heat or winter chill Life events: Stress-related appointments around holidays, exams, or known life changes Anniversaries: Annual check-ins for clients who’ve completed programmes Create template messages for each scenario and schedule them in advance. Your practice software likely has these capabilities, or you can use simple calendar reminders. Educational Touchpoints Regular educational content keeps you top-of-mind whilst providing genuine value. This could be: Monthly newsletters with health tips relevant to your clients’ conditions Social media posts that prompt clients to consider their wellness needs Simple blog posts addressing common questions The goal isn’t to overwhelm busy clients with constant communication, but to provide occasional, valuable touchpoints that remind them of their health goals. Make Rebooking Irresistible Consider offering small incentives for immediate rebooking: Early bird pricing: Slight discounts for booking next appointments before leaving Package deals: Better per-session rates when booking multiple appointments Priority booking times: special times in your calendar kept for regular clients Keep these straightforward—complexity defeats the purpose for solo practitioners. Bringing It All Together The key to increasing visit frequency lies in creating simple, sustainable systems rather than relying on your memory or good intentions. Start with booking next appointments during current visits, add one automated reminder system, and gradually build from there. Remember, this approach works best when combined with your improved ACV strategies. Higher-value clients who visit more frequently create the foundation for a thriving, sustainable natural health practice. The goal isn’t to overwhelm yourself with complex systems, but to create gentle, automated nudges that keep your clients engaged with their health journey—and naturally lead them back to your practice door.
How to Increase Average Client Value: A Guide for Natural Health Practitioners
The formula for Average Client Value (ACV) is simple: if your monthly revenue is $10,000 and you see 50 clients, then ACV is Revenue/Clients = $200 per client. This is one of the key metrics that determines the financial sustainability of your practice. Do a quick calculation for last month: total client revenue divided by number of clients seen… how does it look? With our [ABC program] we work on increasing this by at least 40%, not to make you ‘expensive’ but to unlock the value and extended services clients are seeking. So ACV would increase to $280 per client and monthly income to $14,000 – think about what you could do with an extra $4000! Understanding and ethically increasing this metric is crucial for building a thriving practice. Often, focusing on existing clients and expanding your service offerings can be more effective than constantly seeking new clients. 1. Understanding Client Needs and Health Goals The foundation of increasing client value lies in conducting comprehensive initial assessments that uncover all health concerns, not just the presenting complaint. When you explore family health history, lifestyle factors, and long-term wellness goals, you naturally identify interconnected health issues that benefit from holistic treatment approaches. Creating personalised wellness roadmaps helps clients see their health journey from their current state to desired outcomes. By identifying multiple phases of care – acute treatment, stabilisation, optimisation, and maintenance – you present treatment options as an investment in long-term health rather than isolated sessions. Regular health reassessments allow you to track progress, adjust treatment plans, and introduce new services as clients’ health awareness and trust grow. These periodic reviews often reveal new health priorities that clients hadn’t initially considered addressing. 2. Developing Professional Recommendation Skills Mastering professional guidance means framing recommendations around client health outcomes rather than revenue generation. Use evidence-based explanations for why certain treatments or products are beneficial, and practise confident, caring delivery without apologising for professional fees. When clients express hesitations, acknowledge financial concerns with empathy while maintaining service value. Offer payment plans or package deals that make comprehensive care more accessible, and explain the cost of NOT addressing health issues early. Building trust through education transforms the practitioner-client relationship. Share relevant research, demonstrate expertise through mini-educational moments during treatments, and create informational materials clients can take home to establish yourself as a trusted health advisor. 3. Designing Service Packages and Expanding Offerings Most solo practitioners severely limit their earning potential by offering too few services. Create treatment packages that bundle related services at a slight discount to encourage comprehensive care investment. Progressive care levels work particularly well: Basic: Essential treatment only Comprehensive: Treatment plus targeted supplements and products Premium: Above plus specialised testing or additional modalities VIP: All services plus priority scheduling and extended consultation time Strategic service sequencing ensures your intake process naturally leads to additional services, with advanced treatments positioned as natural progressions in the healing journey. Expanding Your Revenue Streams Professional-grade supplements represent one of the most accessible ways to increase client value immediately. Stock high-quality supplements that complement your treatments, particularly practitioner-only brands that clients can’t buy elsewhere. Create custom supplement protocols based on individual needs and provide detailed explanation sheets for each recommended product. Specialised testing services open up new revenue opportunities. Functional lab testing for food sensitivities, hormone panels, or micronutrient analysis provides valuable diagnostic information while generating additional income. Body composition analysis, toxic load assessments, and genetic testing for personalised nutrition plans are all services solo practitioners can easily incorporate. Adding new treatment modalities doesn’t require years of training. Learn complementary skills that enhance your primary expertise, offer group classes or workshops on health topics, or provide specialised treatments for specific conditions like fertility or stress management. Consider developing home care programmes with check-in consultations for ongoing client engagement. 4. Optimising Follow-Up and Ongoing Care Establish structured follow-up protocols to ensure clients continue their healing journey rather than dropping off after initial improvement. Clear follow-up schedules based on condition severity, combined with automated reminder systems for supplement reorders and appointments, maintain treatment momentum whilst generating consistent revenue. Develop maintenance and prevention programmes for long-term client relationships. Seasonal wellness programmes, quarterly health optimisation consultations, and specific programmes for life transitions like pregnancy or menopause provide ongoing value whilst ensuring steady income streams. Build genuine long-term relationships by celebrating client health victories, remembering personal details, and creating community among your clients. This approach naturally leads to increased health service investment and generates valuable referrals. 5. Improving Communication and Client Experience Professional presentation of recommendations significantly impacts client acceptance rates. Use visual aids and charts to explain treatment plans, provide written summaries with clear rationales, and create professional treatment portfolios for complex cases to demonstrate value and build confidence. A consultative approach works far better than direct selling in healthcare. Ask permission before making recommendations and present choices rather than single options. Use collaborative language like “Let’s create a plan that works for your health goals and lifestyle” to make clients feel empowered rather than pressured. Address the whole person to reveal additional service opportunities. Inquire about stress levels, sleep quality, relationships, and work satisfaction to identify how health issues impact daily life. This holistic approach naturally leads to recommendations addressing multiple wellness aspects. 6. Implementing Group Programmes and Technology Solutions Group programmes offer excellent revenue opportunities: Detox programmes with group support and individual consultations Weight management programmes with weekly group meetings Condition-specific support groups for fertility, digestive health, or chronic fatigue Educational workshops on healthy cooking, supplements, or self-care techniques These programmes create a community whilst generating income from multiple clients simultaneously. Technology solutions like virtual consultations, online health tracking systems, and digital health tools provide convenient services clients value whilst reducing your time investment per client. Offer expedited appointments or concierge-style services at premium pricing for busy professionals willing to pay for convenience. 7. Building Strategic Partnerships and Specialised Programmes Collaborative care models with other practitioners allow you to offer comprehensive wellness programmes that no single
Why Making a Healthy Income Serves Your Healing Mission
Instead of thinking: “Charging more takes advantage of vulnerable people” Think: “Charging appropriately allows me to provide exceptional care and serves as an investment in the client’s healing journey” Instead of thinking: “Focusing on money makes me materialistic” Think: “Financial health allows me to focus on healing rather than constantly worrying about survival” Instead of thinking: “I should struggle financially to prove my dedication” Think: “My financial well-being directly impacts my ability to serve others effectively” Client billings – expenses = your income. It’s that simple. Yet many natural health practitioners struggle with this equation, feeling somehow that focusing on ‘sales’ conflicts with their calling to heal and serve others. If you’re making a good income, you can be more generous, more present, and more effective in your healing work. When money is tight, you’re stressed, distracted, and often forced to make compromises that ultimately serve no one. It’s time to reframe your relationship with sales and income, and understand why making good money actually enhances your ability to fulfil your mission. The Spiritual Side of Financial Health Many practitioners worry that charging properly or focusing on profit somehow diminishes their spiritual integrity. This couldn’t be further from the truth. Consider this: a struggling practitioner serves fewer people less effectively than a thriving one. When you operate from financial abundance rather than scarcity, you can: Focus completely on your clients during sessions instead of worrying about bills Turn away clients who aren’t a good fit rather than taking everyone out of desperation Invest in your own healing and development without guilt Be genuinely generous rather than resentful about discounts and payment plans What Healthy Profits Actually Fund Let’s break down where your profits really go, because it’s rarely what people imagine: Professional Development & Training Advanced certifications and continuing education Conferences, workshops, and retreats that enhance your skills Personal therapy, coaching, or healing work to maintain your own wellbeing Books, courses, and resources that make you more effective Better Client Experience High-quality supplements, oils, or products for your practice Comfortable, welcoming treatment spaces with quality furnishings Professional-grade equipment that provides better results Fresh linens, flowers, and ambience to support a healing atmosphere Business Sustainability Professional insurance that protects both you and your clients Administrative support so you can focus on healing rather than paperwork Technology that streamlines bookings and client communication Marketing to Reach More People Subscriptions to services like Canva, email and SMS systems A paid subscription to an AI service like ChatGPT or Claude can provide productivity support and multiple benefits A part-time Virtual Assistant to handle bookings and administration A social media assistant to ensure regular updates Community Contribution Taxes that fund healthcare, education, and social services Donations to causes you care about (when you’re not struggling financially) Pro bono or sliding-scale work for those who genuinely can’t afford your services Employment and internships for other practitioners Personal Wellbeing Time off and holidays for rest and rejuvenation without financial stress Quality healthcare for yourself and your family A comfortable home environment that supports your own healing Financial security that reduces stress and allows you to show up fully The Ripple Effect of Practitioner Prosperity When natural health practitioners thrive financially: Your Practice Expands You can afford to specialise rather than being a generalist out of financial necessity You attract higher-quality clients who value your work You can invest in results-driven approaches rather than cutting corners Word-of-mouth referrals increase because you’re not stressed and scattered The Industry Benefits You model financial health for other practitioners You can mentor newcomers instead of seeing them as competition You contribute to the professional credibility of natural health You help establish fair pricing standards that benefit all practitioners Your Community Gains More people receive quality natural health services You can offer scholarships or reduced rates from a position of abundance You contribute economically to your local community You’re a positive example of alternative career success Redefining “Service” True service isn’t about martyrdom or working for nothing. True service is about: Sustainability: Building a practice that can serve people for decades, not just until you burn out Quality: Having the resources to provide excellent care rather than just adequate care Accessibility: Creating a successful model that other practitioners can replicate Impact: Reaching and helping more people because you’re not constantly in survival mode The Abundance Mindset Shift Calculate your true costs – Include everything from rent and supplies to your own healthcare and professional development Value your expertise – You’ve invested years in training; your knowledge and skills have significant worth Set boundaries – Healthy financial guidelines create respectful, positive relationships Invest in success – Use your income to improve your skills, space, and client experience Track the positive impact – Notice how financial stability improves your effectiveness and client outcomes The Bottom Line A high-income practice isn’t a luxury – it’s a necessity for sustainable healing work. When you thrive financially, everyone benefits: you can show up more fully, your clients receive better care, and the natural health community gains credibility and strength. Your healing gifts are valuable. Price them accordingly, profit appropriately, and watch how financial health enhances rather than diminishes your ability to serve. Remember: You can’t pour from an empty cup, and you can’t build a sustainable healing practice from an empty bank account.
Customer Focus Analyser: Transform Your Website Performance
Why Customer-Focused Language Matters Are you inadvertently pushing customers away with self-centred copy? Research shows that excessive focus on your brand in marketing content can significantly reduce engagement and conversion rates. When your content overuses words like “we,” “our,” and your brand name, it creates a psychological barrier between you and your potential customers, making it harder for them to envisage the value you are offering. Introducing the Customer Focus Analyser Meet your secret weapon for creating customer-centric content that converts. Based on extensive marketing research, the ideal ratio of customer-focused language (“you,” “your”) to brand-focused language should be 3:1. This analyser instantly measures your copy and provides a clear score, showing how well you balance customer and brand focus in your content. A score of 100 indicates a good balance, whilst lower scores suggest your copy might be too brand-centric or too focused on ‘me’ or ‘we’. How to Use the Analyser Enter your brand name in the first field Paste your marketing copy into the text area How to Use the Analyser Your overall Customer Focus Score (aim for 100) Customer focus count (mentions of “you” and “your”) Brand focus count (mentions of “we,” “our,” and your brand name) The current ratio of customer-to-brand references Personalised suggestions for improvement Start Optimising Your Copy Try it now with your website copy, email campaigns, or social media posts. Whether you’re writing landing pages, email campaigns, or social media content, this tool will help ensure your message resonates with your audience’s needs and interests. Customer Focus Analyser Customer Focus Analyser Upload a screenshot and paste your copy to get section-specific optimization suggestions Section Analysis Settings Help Section Type Hero SectionAbout SectionServices/ProductsTestimonialsContact/CTAPricing Select the type of website section you’re analysing for targeted suggestions. Screenshot Upload Click to upload screenshot or drag and drop PNG, JPG up to 10MB Section Copy Include headlines, subheadings, body text, and button text from this section. Analyse Section Copy Optimized Text Copied to clipboard! Section Customer Focus Score 0 Score for your selected section type Copy Analysis Customer Focus: 0 Brand Focus: 0 Ratio: 0:1 Visual Analysis Section-Specific Recommendations Optimized Copy Brand Name Industry Type General BusinessNatural Health & WellnessProfessional ServicesE-commerceCoaching & ConsultingSoftware/SaaSRestaurant/FoodFitness/Gym Additional Brand Terms Enter additional words that represent your brand, separated by commas. Save Settings Reset to Default How to Use Section Analysis Select Section Type: Choose what part of your website you’re analyzing Upload Screenshot: Take a screenshot of that section and upload it Paste Copy: Copy and paste all text from that section Get Analysis: Receive both visual and copy optimization suggestions Implement Changes: Use the optimized copy and visual recommendations Section Types Explained Hero Section: Main headline and primary call-to-action area About Section: Company story and team information Services/Products: What you offer and how it benefits customers Testimonials: Customer reviews and success stories Contact/CTA: Contact forms, buttons, and action areas Pricing: Plans, packages, and pricing information What Gets Analyzed Visual Elements (from screenshot) Headline prominence and visual hierarchy Button placement and visibility Image choices and their message alignment Overall layout supporting customer focus Copy Analysis Customer vs. brand-focused language ratio Section-appropriate messaging Conversion-optimized suggestions Industry-specific recommendations Getting More Value from Your Customer Focus Score Understanding Your Results Your Customer Focus Score provides valuable insights into how effectively your copy connects with your audience. A score of 100 represents the ideal 3:1 ratio of customer-focused to brand-focused language. This balance has been shown through marketing research to optimally engage readers whilst maintaining brand credibility. Best Practices for Customer-Centric Copy Start with Your Customer’s Perspective Before writing any piece of marketing content, consider your audience’s viewpoint: What challenges do they face daily? What outcomes are they seeking? What questions need answering? What might be holding them back? Frame your copy around these insights rather than your company’s achievements or capabilities. Transform Features into Benefits Make your copy more customer-focused by reframing your key messages for your holistic health practice: Instead of “We provide personalised health protocols,” write “You’ll receive a healing journey tailored uniquely to your body and lifestyle” Rather than “Our clinic offers comprehensive nutritional testing,” try “You’ll finally understand exactly which foods serve your body best” Replace “We have 15 years of natural health experience” with “You’ll benefit from proven natural solutions that have helped hundreds of clients restore their health” Instead of “We use advanced diagnostic tools,” write “You’ll gain crystal-clear insights into your body’s unique needs” Rather than “Our practice takes a holistic approach,” try “You’ll experience healing that addresses the root cause of your symptoms, not just quick fixes” Replace “We integrate traditional and modern methods” with “You’ll receive the best of both ancient wisdom and modern nutritional science to support your healing” Remember: When describing your natural health services, focus on the transformation and relief your clients will experience, rather than listing your qualifications or methods. Practical Applications Where to Apply Your Analysis Use the Customer Focus Analyser to improve: Website copy and landing pages Marketing emails and newsletters Social media posts Blog articles and content marketing Sales presentations and proposals Product descriptions Case studies Regular Content Reviews Make it a practice to analyse your content regularly: Review all customer-facing materials quarterly Test different versions of key messages Track improvements in engagement metrics Gather feedback from your target audience Impact on Marketing Performance Measurable Benefits Strong customer focus often leads to: Higher conversion rates Increased time on page Better email response rates Improved social media engagement More positive customer feedback Implementation Tips Finding the Right Balance Whilst maintaining a customer focus is crucial, remember to: Keep your brand voice authentic Include credibility-building statements Back up claims with specific evidence Maintain professional expertise Context Considerations Different content types may require different approaches: About pages naturally include more brand-focus Technical documentation might need a more neutral tone Case studies benefit from a balanced perspective Crisis communications may need more brand statements By regularly using the Customer Focus Analyser and applying these principles, you’ll create stronger, more engaging