The claim that converts is the claim you're not allowed to make
Every wellness founder asks some version of the same question: why can't we just say it works? Because your product is licensed as a food, and Indian food law draws a hard line between food and drug. The Food Safety and Standards (Advertising and Claims) Regulations, 2018 prohibit any claim that a food prevents, treats, alleviates or cures a disease, and any claim implying your health will suffer without it. Your label already says "not for medicinal use". A cure-flavoured landing page contradicts your own packaging.
It's also a ranking problem. Google treats health queries as Your Money or Your Life and holds them to a higher evidence bar, so the page that overclaims is the page a hospital outranks. Law and algorithm point the same way here, which is rare enough to be worth using.
| What brands write | What's defensible | The rule behind it |
|---|---|---|
| "Cures acidity in 7 days" | Nothing close. Rebuild the page around what the ingredient does and who it suits. | Cure and treatment claims belong to a drug licence you don't hold. |
| "Boosts immunity" | A nutrient function claim, describing the physiological role of a nutrient your product actually delivers. | Function claims must attach to a nutrient present in a qualifying amount, and be substantiated. |
| "High in protein" | Only if the product clears the schedule threshold, tied to the Nutrient Reference Value. | "Source of" and "high in" are defined quantities, not adjectives. |
| "100% natural and pure" | Usually neither, once the product is blended, flavoured or processed. | The 2018 regulations set conditions for natural, fresh, pure, original and authentic. |
| "Doctor recommended" | Name the person, their qualification and their relationship to you. | Endorsement rules require material connections disclosed, and health endorsers to state credentials. |
Condition content, written without practising medicine
Your buyers don't search for your product. They search for their problem: supplement for hair fall, magnesium for sleep, best protein for women over 40, why am I always bloated. That's where the volume is, and it's where most brands either chicken out and publish nothing, or overreach and publish a symptom-checker they have no business publishing.
There's a third page and it beats both. It answers the search honestly, explains the mechanism, gives the ranges used in research, states who it isn't for, and says when to see a doctor instead of buying anything.
- What's actually going on, in plain language — the physiology, not a scare paragraph.
- How it's diagnosed, including the blood test to get before self-medicating. Sending a reader to a lab costs you a sale and buys you a customer who stays.
- What the ingredient does, at what dose, over what period. "Most trials run 8–12 weeks" beats "fast results", and it sets an expectation you can meet.
- Who should not take it — pregnancy, thyroid medication, blood thinners. The strongest trust signal available to you, and it costs one paragraph.
- When this isn't a supplement problem. The brand that tells someone to see a doctor is the brand they come back to.
The internal linking that makes it commercial
Condition articles don't need to sell. They need to route. One link to the product, one to the ingredient page, one to the dosage guide — placed after you've answered the question, not before. Structure it as a cluster: an ingredient pillar with condition articles hanging off it, all linking back. The discipline we describe for healthcare content under Google's YMYL bar applies here, with the extra burden that you're also selling the thing.
Evidence, cited properly, with a name attached
"Studies show" is the phrase that tells a search quality rater — and an increasingly literate reader — that no study was read. Wellness is one of the few categories where doing the boring version is a real competitive edge, because so few Indian brands bother. The mechanics take an afternoon per page.
- A named author with a real credential — a registered dietitian, an MSc in nutrition, a doctor with a registration number. Not "Team Wellness".
- A named reviewer, separate from the author, with the review date on the page. Google's E-E-A-T guidance is about demonstrated expertise, and an anonymous byline demonstrates nothing.
- Links to the actual papers, not to a listicle that linked to one. If the evidence is a single small trial, say so.
- A stated position where evidence is thin. "Traditionally used for this; the clinical evidence is limited" never loses you a customer and regularly wins you a citation.
Refill and retention content: the SEO that pays twice
Wellness economics are subscription economics. The first order rarely pays for the acquisition; the third one does. So the content that keeps someone taking the product is worth as much as the content that sold it — and people search for it.
how long does ashwagandha take to work, can I take collagen with coffee, what happens if I stop taking biotin. Post-purchase questions with real volume, also read by people still deciding. One page serves a customer and captures a buyer. Most brands publish neither, then wonder why month-two churn is what it is.
Don't wreck it at the cart
- India's dark patterns guidelines, notified in 2023, name subscription trap, basket sneaking, false urgency and drip pricing among thirteen listed practices. The auto-added subscription and the countdown that resets on refresh are now a regulatory exposure, not just bad manners.
- They're also crutches masking a weak product page. Fix the page: dosage, timeline, what week one feels like, cancellation in one click — a visible cancellation policy tends to raise subscription take-up rather than lower it.
Studios, clinics and consults — the local half of the business
Plenty of wellness brands aren't only a bottle. Yoga studios, physiotherapy, nutrition consults, wellness centres — these are local search problems and they behave nothing like the commerce site.
yoga classes near me, nutritionist in indiranagar are proximity-driven. The Google Business Profile does most of the work, the website supports it, and a national blog does almost nothing for them. If you run both models on one domain, keep them architecturally separate — a commerce tree and a locations tree — so the studio pages aren't buried under 200 ingredient articles.
- One profile per physical location, each pointing at its own page — never the homepage.
- A live timetable on the page. Class times are the query. A PDF from last quarter is not a timetable.
- Trial class or first consult, priced. "Book a free consultation" converts worse than "first session ₹500, 45 minutes, no card needed".
- Practitioner pages with real qualifications and registration details. Nutrition and physiotherapy both carry a lot of unqualified practice — being explicit about yours is a differentiator you're currently hiding.
What it costs to run this properly, and what we actually guarantee
A wellness brand with a catalogue, condition content and a review workflow sits at ₹75,000/mo with us. A single studio or a small supplement range starts at ₹40,000/mo. If Instagram is where your category actually lives — and in wellness it usually is — the Organic Growth Engine bundle puts SEO and organic social together at ₹99,000/mo. All ex-GST, month-to-month after the first quarter, and you keep every asset. Full breakdown on our pricing page.
The expensive part isn't the writing. It's the review loop: a qualified person reading every health claim before it ships, and the discipline to delete the sentence that would have converted better.
What we guarantee is not a ranking position — nobody controls Google's index, and a brand built on evidence shouldn't buy a promise that has none. We freeze your trailing-90-day count of qualified leads from organic search on day one. If we haven't beaten it in 90 days, we keep working free until we do. Three clients a month is why that's a commitment rather than a line in a deck. See how we run SEO.