When creating copy for your dream therapy client, it’s essential to avoid big words, technical jargon, and “me statements.”
I get it – this style of writing is what’s familiar to you. Long sentences detailing the psychopathology of an issue are what your professors wanted in your thesis.
But this isn’t grad school – and it’s not what your dream therapy client is looking for.
When your dream client visits your website, they are in pain. They want to know that you understand them. That you can relate to what they are going through. When they first arrive, they don’t want to hear about you.
The key to a successful therapist website is taking yourself almost completely out of it (except on your about page, of course).
Put yourself in their shoes
Put yourself in their shoesImagine you’re a potential new client.
You’ve finally admitted that you need help and have taken the brave first step of Googling “therapists near me.” You may be hurt, scared, nervous, anxious, excited … and you’re desperately looking to find someone who “gets you.”
While Googling, you discover two identically-designed therapist websites that have completely different opening sentences. Take a moment to read them both; then, ask yourself, “which of these two therapists am I more drawn to, and why?”
- PAGE 1 — I am a licensed Marriage and Family Therapist (LMFT) with 10 years of experience treating depression, anxiety, and relationship issues. I practice EMDR and Somatic Therapy with heavy influence from Gestalt.
- PAGE 2 — You deserve a compassionate therapist … someone to make you feel safe, secure, and connected while guiding you through the healing process. My goal is to support and promote lifelong change that will allow you to form healthy relationships and foster an overall sense of wellbeing.
When you look at the two side-by-side, it’s clear which one is more likely to attract your dream therapy client. While this example may seem extreme, it’s not far off from what a lot of therapists have on their home pages.
How to identify your dream therapy client
Before you start writing, it’s essential to get a clear picture of exactly who your dream client is.
To do this, you’ll want to get very specific. Start by creating a full bio, including:
- What’s their name?
- How old are they?
- What do they like to eat, read, and watch on TV?
- What is their job, income, marital status, etc.
Once you’ve completed this exercise, you’ll have a much better idea of who exactly you want to speak to. This is invaluable in writing your website copy since you can now speak directly to that person and maintain a consistent voice.
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Worried that writing to your dream therapy client will alienate everyone else?
Let me alleviate you of that concern. Just because you’re talking to “one person,” it doesn’t mean that your therapist website is incomprehensible to everyone else. Other people are still going to resonate with your words and the feelings they stir up.
If someone doesn’t resonate with your writing, you probably don’t want them as a client anyway.
How to write to your dream therapy client: a therapist copywriting template
As we saw earlier, making a personal connection with your dream therapy client is an extremely powerful way to draw them in. To get you started, here is a mini-template that you can use. In this example, we will be writing a page on family counseling.
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1. Start with a general statement about the issue or service.
Family relationships are complex.
2. Move into “you/we statements” and show the reader that you “get them.”
Whether you are a parent, child, sibling, or spouse, navigating the waters of your family’s relationships is an essential part of everyday life. Sometimes, it’s easy. Other times, we become so caught up in our own drama that we need an outside perspective to help us see what is happening.
3. Finally, you can talk about yourself.
That’s where I come in. Over the past two decades, I have helped many families reconnect with their loved ones. Through a compassionate and inclusive approach, we will discover exactly where your relationships are getting stuck … and learn ways to bring you all closer together.
4. Bring it back to them and give the reader something to do.
If you would like to learn more about therapy can help your family, please reach out today.
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How to start writing your therapist website copy
Now that you’ve got your dream therapy client and an outline of how to write to them, all that’s left to do is open your favorite word processor and get started.
I recommend writing a flow of consciousness first and editing it down later.
In fact, you don’t even need to write full sentences. Just write down phrases and ideas that you like. Often, these can become call-outs or headers within your text. For example, “live the life you love” could make a great intro to a paragraph about “why you need therapy.”
Also, keep in mind that nothing is ever final when it comes to therapist copywriting. This is the internet – not a printed publication. You can always change, tweak, and rewrite later. For now, just have fun … and go get that dream client!
