Client-centered website copywriting: A guide for therapists
People seek a therapist with whom they feel a sense of rapport, trust, and connection. That’s clear enough. But how do you convey this in your website copywriting?
The challenge of writing for your website is to give your ideal clients a sense of how it is to work with you - it’s about finding that balance between professionalism and conveying who you are as a person. Your future client wants to have an idea about how it’s like to be in therapeutic relationship with you.
The goal of this guide is to clarify the purpose of writing for your website and to provide you with the key points to build that emotional connection with your audience.
01. Centering the experience of your client
The essence of copywriting lies in making your clients feel seen, heard, and understood in their struggles.
When you think about the journey that this person is on as they’re looking for a therapist, imagine the level of pain and desperation they may be in. Could they be in distress? Could they easily get discouraged from overwhelming or underwhelming information? Are they looking for a particular kind of therapy?
Your website copy should clarify the points they’re searching for and generally offer them a sense of hope and the possibility for positive change.
02. From general to personal
First crucial point that will change your writing for more emotional connection is to relate to ONE PERSON. If you write to a general audience, your writing will come across as generic. If you write for one person, every person that comes to your website will feel as if you’re speaking directly to them.
Secondly, focus on authenticity rather than perfectionism. Being vulnerable and genuine will resonate far more deeply with your audience than overly polished, impersonal language. It’s all about sharing your truth and inviting others to connect with it.
Remind yourself that writing for your website is an opportunity to express what truly matters to you and your clients. Push the comfort level to write more specifically and in a way that speaks from your heart. That’s what people want to read, and that’s where emotional connection stems from. Your writing should aim to touch someone's heart, even if in a small way.
03. The right balance between professionalism and human-ness
You can use a neutral and objective tone when describing psychological concepts, but always include a personal and relatable tone too. By reflecting both professionalism and warmth you’ll create an environment where clients resonate, feel safe and, most importantly, feel like they can trust you. Your website can sound professional and human.
04. Client-oriented message
Do you know what your ideal client really wants?
You know that quenching feeling when someone can name exactly what you’re feeling and going through? That’s where healing begins, it’s the feeling of being seen. Center your client’s experience when you’re writing your copy.
Describe what they’re going through and the life trajectory change that’s possible when they work with you.
Your landing (home) page will be 80% focused on addressing your clients’ needs, concerns and aspirations. Generally, follow these steps when you outline your therapy services page :
See and understand their experience.
The transformations that are possible.
How your work helps them get there.
The best place for explaining your own experience and listing credentials will be on your About page.
Practical Steps to Writing Compelling Copy
Now that you better understand copywriting, you’re ready to start typing.
1. Collect your thoughts and ideas
Website copywriting is not a linear process, and you should intentionally dedicate time to it. Start collecting your thoughts, ideas and client insights in a Google doc, and allow yourself the freedom to brainstorm and refine over time.
2. Do the research
Talk to your audience:
Ask people what they look for in a therapist. Understand their needs, preferences, and the language they use. What qualities do they look for in a therapist? What words do they use to describe what they’re going through? These insights will inform the tone and content of your website copy, so that you can position yourself as the answer to their solutions.
Go over testimonials:
Review testimonials from past clients to identify the transformations they experienced through your therapy. Take note of the keywords and phrases they use (use your doc!), as these can be powerful tools in your writing.
3. Have a clear goal for each page on your website
For each page of your website, define what you’re trying to achieve and the action you want your clients to take. Having a clear objective will help organize and guide your writing process and ensure that your writing moves your future client towards a specific action. Also, a nice side-effect is you’ll write less to say more!
4. Write in your own voice
Saying it again so you don’t forget - authenticity should be your priority. Write in your own voice, as if your clients were right in front of you. Let your personality and passion shine through your words, facilitating a genuine connection with those who visit your website.
Wrapping up
You’re all set. By understanding copywriting and its aim, and following the steps in this guide, you can finally craft copy that matches the level of quality of your services. Remember, it's not just about what you say; it's about how you make your clients feel. Let your authenticity and empathy guide your words, and the rest will come naturally.
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