A Copywriting Tip to Make your Therapy Website Stand Out (& Convert into Clients)

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. 💐

When people ask me, “how can I improve my website so it converts into clients?”... there is one piece of advice I repeat over and over again:

Be specific in your copywriting.

Be so specific that your ideal clients feel like you’re reading their mind.

Be so specific that your words make your ideal clients nod along, feel deeply seen & heard, and maybe even a little bit called out. 

Specificity is what makes you stand out as a practitioner, because it answers the subconscious question on clients’ minds: What makes this person the right fit for ME? Why should I invest in their services?

Copywriting that feels specific, rather than vague, is the key to a website that connects and converts into ideal clients.

So, what’s an example of specific copywriting?

Let’s take a statement that I commonly see on therapist websites. Something general, like: “Do you struggle with relationships? I can help.”

To get more specific, I would ask: 

What does that look like, exactly?

What do I mean when I say that?

Which leads to more specific copywriting, like:

⟶ It feels like you sabotage every good relationship that you have, and you have no idea how to break this cycle.

⟶ You’ve never really fit in, and constantly worry that people are talking about you behind your back.

⟶ Though you went no-contact with your family years ago, a part of you still wants that connection & wishes that things were different.

Each of these examples brings us one layer deeper than “You struggle with relationships,” and makes it clear exactly who we’re trying to reach.

After all, not all “relationship struggles” look the same.

Not all “life transitions” look the same.

Not all “attachment wounds” look the same.

But if your copywriting only includes vague statements, then the specific people that you’re most excited & qualified to serve, might not understand why they should reach out to you.

It is the job of copywriting to connect the dots for our clients — here’s the problem that I understand that you’re experiencing, here’s how I can help, here’s what I uniquely offer that you might not find elsewhere.

We each have something deeply unique to offer. I truly believe that — which is why I don’t worry about the therapy/coaching field becoming “too saturated.”

A “saturated” market simply means there is a demand for our services… and yes, it also means that we have to be specific when we market our services.

My dear colleagues & friends: I don’t want your website to get lost in the pile of browser tabs that your ideal client has open. I want your website to catch their attention, connect, and convert!

So, if you’ve been struggling to get clients, I invite you to address this piece of your marketing ecosystem (there are many pieces, copywriting is just one): 

• Read over the copywriting on your website.

• Pick out 1-3 vague statements (like: Do you struggle with anxiety? or You might be feeling stuck - therapy can help).

• Edit them to be more specific.

Imagine your future clients nodding along, feeling seen, and wondering how in the world you are reading their mind. 

That’ll bring you one step closer to a website that connects & converts.

To your abundance & success,

Liz

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