How to Attract and *Keep* Your Ideal Client on Your Therapy Practice Website
Using website copy to upscale your online presence.
Let’s face it. The internet is not a small pond with a select number of websites anymore. It has expanded to a massive ocean, saturated with well over 1 billion websites (!!). In the marketing world, you need to stand out in this vast ocean. Plus, most visitors to websites don’t spend much time deciding whether to linger; they make a quick decision based on first impressions.
With this in mind, I want to help you use your website copy to make your therapy website stand out and uniquely reflect your practice!
FIRST, IT BEGINS WITH YOUR CLIENT. Keep in mind that you do what you do as a therapist because you have empathy for and care about the clients you serve. Even if writing is not your forte, you can do write your web copy!
HOW? ⤵️
By keeping in mind that creating web copy for your therapy website STARTS by having your clients at the forefront of your mind. Let’s take a look at what I mean by that in the steps that follow below.
01. Consider your ideal therapy client…who are they??
First things first. Identify who you serve.
Families? Couples? Children? Marriages? (and so on…)
It is okay to niche yourself in your practice, for multiple reasons, but for what I’m specifically speaking to here: ⤵️
Niching helps you locate your ideal client!
Communicating this on your homepage tells your ideal client, “You’re in the right place!”
It also does wonders from a SEO (search engine optimization) standpoint because search engines can direct potential clients looking for your type of service to your digital doorstep. I’ll be talking more about how you can incorporate SEO into your therapy practice website so your website does this work for you - so stay tuned!
02. Consider your client’s perspective
Your potential client has taken a big, (and in many instances brave) step by looking for someone who offers the type of therapy service they need. Put yourself in their shoes for a moment and consider this:
Why might they have come to your site?
What need do they have?
What could they be feeling?
They are not only looking for someone who will be able to provide the service they are looking for, but also someone with whom they feel like they can work alongside.
With this being said, be you in your web copy, not somebody else. Don’t just write about your credentials, CEUs, and impressive work experience (those are good - there can be a spot for those) but more importantly, make sure to share why you do what you do and what makes you you! Your authenticity will make you relatable and a real person...not just a website. ☺️
Would you like help taking the guesswork out of what to say (and how to say it) on your website?
I’ve created a FREE Website Copy Template to help you generate ideas and write your copy. If having a resource like this sounds wonderful to you, you can claim your FREE website copy template here!
03. Consider your tone
What you say and how you say it communicates who you are to the person you’re speaking with. It’s no different when communicating on your website! (except of course you’ll be typing out your words ;) )
How can you do this? ⤵️
Imagine yourself interacting with a potential client. Pretend they’ve popped by your office to speak with you in-person about your practice and how you work with clients.
What types of questions might they be asking? (jot these down)
What responses would you give to those questions? (jot those down too)
Think about the type of language and tone you use as you interact with this potential client.
And, think about what other information they should know about your practice that leads them to say "Yes! You’re the therapist for me."
In short, what need of theirs are you meeting? Think about how you can explain this for each of your service areas. This will help you develop your unique voice in your web copy.
(P.S. You can turn those notes you jotted down for #2 and #3 into web copy!)
04. Consider your story
Last, what from your story could you professionally and appropriately share with potential clients that would help them feel like you are someone with whom they’d like to work? I say appropriately because you don’t want to dive into your life’s story and allow this section of your website to become your journal to be seen by all.
Don’t be weird. Don’t overshare. They aren’t your bestie.
➡️ INSTEAD, focus on what led you to want to help others in your particular field? Picture yourself again with the potential client who popped by your office, and imagine how you might it explain it to them. This can help you keep it appropriate and provide the written material for how you tell your story.
The main goal here is to show them what unique perspective you could bring to the table.
05. Last, Be Invitational
In the online marketing world, it’s called your Call to Action (CTA), but here I’ll call it the invitation to come work with you.
Depending on the nature of your clients’ needs, some may be ready to jump into therapy with the first “Consult Sign-Up” button they see, but others may need a little more prompting. They may need encouragement to know that they’re —>
welcome at your practice,
that it’s okay to reach out,
and that you’re on the other end of the screen ready to help them.
Your CTAs on your therapy website should be mindful of what mindset your client may be in when they come to your digital office. So keep that in mind to as you create these. ⤵️
FOR EXAMPLE:
If you provide therapy for clients who are going through divorce, PTSD, post-partum, I highly recommend not making your CTAs sound like they’re signing up for an exciting give-away (e.g. “Sounds terrific!” or “I want this!”).
Instead, aim for a CTA which exudes warmth and understanding to their situation (e.g. “Take the next step” or “Learn more about therapy with me”).
Example of a therapy website’s call to action (CTA):
Using a CTA such as “What’s the next step” shows warmth but also gives encouragement to take a next step.
In short, you do what you do as a therapist because you have empathy for and care about the clients you serve. Even if writing is not your forte, you can do this!
Keep in mind that creating web copy for your therapy website starts by keeping your clients at the forefront of your mind.
You’ve got this! Find a spot in your office or home where you’ve noticed most of your ideas and inspiration come to mind, grab you favorite warm beverage and writing/typing tools, and begin jotting down ideas to the items I outlined above.
Would you like a more help with creating your web copy?
I’ve created a Website Copy Template to help bring the words to paper! If having a resource like this sounds wonderful to you, you can claim your FREE website copy template here!
If you’re ready to spend your precious time providing care for your clients (and the self-care you need!) and less time on the details of web design, I would love to come alongside you in this process.
Reach out! I’d love to chat with you how I can support and encourage you as your Squarespace web designer!
