Why Authenticity Matters on your Website
Introduction
This is an excerpt from Delightful Sites — a weekly email series helping therapists, coaches, and entrepreneurs build sustainable, values-aligned businesses, through the power of website marketing. 💐
There’s a reason your clients want to work with you — not with an agency, not with ChatGPT, and not with a faceless corporation.
People want to work with YOU because they want to connect with an authentic human being. Because they know that another 20-page download of self-care tips is not a substitute for a real, genuine, therapeutic relationship.
In 2026, your website is the main place that people go to check you out. Your website is an opportunity to express your authentic self as a practitioner — and therefore do the heavy lifting for your marketing.
You see, another credential or certification won’t necessarily move the needle when it comes to booking your next client. To be honest, most clients aren’t asking to see our resumes. They’re asking themselves:
Do I feel safe, comfortable, and connected with this person?
Do they empathize with my struggles?
Do I trust that they can help me?
When it comes to being authentic on your website, I’m not saying you have to disclose your entire life story or share beyond your comfort zone. Your version of authenticity is exactly that – your version.
Here’s what it might look like to sprinkle some authenticity throughout your website:
🦄 Explicitly state what makes you unique & different from other practitioners.
For example, your copy might include a statement like: “While most anxiety therapy focuses on A B C, working with me is different. I incorporate X Y Z (this unique perspective, personality traits like humor & directness, or modalities that go beyond symptom relief).”
🌈 Share about your personal identities & lived experiences.
This can help build trust & connection with clients who share these identities & lived experiences. There’s no reason we have to be mysterious, blank-slate therapists, when the very reason people seek us out is because they see parts of themselves reflected in us. How powerful is that?
🎙️ Write how you actually speak.
Don’t worry about having perfect grammar or million-dollar words. Your clients want to hear your voice, not a soulless script from ChatGPT.
Bottom line: an authentic website is a win-win for both practitioners & clients.
When your website reflects who you are (your energy, your personality, your special sauce), it’ll attract the clients who connect well with you (& want to work with you)… and gently screen out the people who wouldn’t be a good fit for you & your practice. This saves time and energy for everyone.
So, don’t hide yourself in your marketing — be yourself.
Talk again soon,
Liz
Need an expert perspective on your DIY website project?
👉🏽 Book a website audit with Liz.
I’ll provide personalized feedback on your site, and you’ll leave with 3+ actionable steps to improve your design, copywriting, and SEO.
Ready for an unforgettable website that attracts ideal clients with ease?
Whether you’re starting from scratch or revamping your existing website, I’ve got you covered. Explore website packages (done-for-you web design, copywriting, and SEO services) — so you can have a website that saves you time & energy, markets for you 24/7, and makes you feel great about your online presence.
👉🏽 Book an intro call for a website project with Liz.
Liked this blog post?
It’s an excerpt from my newsletter, Delightful Sites — a weekly email series helping therapists, coaches, and entrepreneurs build sustainable, values-aligned businesses, through the power of website marketing.
👉🏽 Subscribe here to receive letters from Liz directly in your inbox.
