Why your Website isn’t Converting into Clients: 5 Common Copywriting Mistakes
You worked so hard on your website, and finally launched it into the world (sweaty palms and all)… so why aren’t clients reaching out?
Let’s explore why your website isn’t converting into clients, from a copywriting point of view – and what you can do about it.
Introduction
I’m Liz Zhou, a web designer & copywriter (who’s also a therapist!). I build beautiful, thoughtful websites for therapists & coaches, so they can connect with their ideal clients and show up authentically online.
What is copywriting? Why does it matter for therapy + coaching websites?
Copywriting (text) is the heart of your website. It doesn’t matter how fancy or pretty your design is – if your words don’t speak directly to your ideal clients and genuinely connect with them, they’re unlikely to reach out.
(After all, you probably wouldn’t respond to an email that’s super generic and doesn’t even seem like it was written for you. The same principle applies to website text – people will click away if they don’t feel a connection or sense of trust with you.)
On a therapy or coaching website, good copywriting is all about making your ideal client feel seen, heard, and understood. Keep the focus on your ideal client’s experiences, feelings, struggles, and goals. Then, share how you / your services might help them.
Keep reading for common mistakes that show up in website copywriting.
Copywriting Mistake #1: TOO MUCH INFO
When people seek our therapy or coaching services, it’s likely that they’re already feeling overwhelmed. Avoid blasting them with walls of text, or endless paragraphs that make your website feel like a novel.
(Nothing against novels, by the way. But considering how fleeting our attention can be in this digital age, people are more likely to skim a website than actually read it word for word. Use every inch of online “real estate” wisely.)
You want to strike a balance between sharing enough information so that clients can make an informed decision, while not overloading them with details that’ll cause indecision or confusion.
EXAMPLE:
If you specialize in intensives, and present 6+ different formats for intensives on your website, it’s possible that your ideal clients will become overwhelmed by ALL the options (even if all the options are great). They might end up staring at your website, spinning their wheels, but never actually reaching out.
Consider condensing your offerings into 1-3 distinct formats – like a 3-hour intensive, 6-hour intensive, or multi-day intensive – and making it crystal-clear which option is best for what type of person / presenting issue.
When you present a streamlined & simple menu of options, clients are less likely to experience information overload & more likely to actually reach out. Then, during your intro call with them, you can determine what intensive format is the best fit.
Copywriting Mistake #2: TOO LITTLE INFO
Now, let’s talk about the opposite problem: too little info. A sparse website, with just a few bullet points or vague paragraphs, is unlikely to convert into inquiries.
Don’t make your clients dig for essential information – like what services you offer (weekly therapy, intensives, or coaching programs?), where your services are available (online or in-person?), and who you serve (individuals, couples, families, children, or a specific population?).
Copywriting Mistake #3: GENERIC / ROBOTIC / AI TONE
Your website should sound like you – not like your best friend, your colleague, or ChatGPT (though AI may have played a role in your brainstorming or editing process).
Go ahead and read a few paragraphs of your website out loud. Do any phrases sound awkward or out of place, like something you wouldn’t actually say in real life?
To create more authentic-to-you copywriting, make a list of common phrases that you say in sessions with clients, or in everyday conversations. Then, sprinkle those phrases into your website copy.
Copywriting Mistake #4: NOT CLIENT-CENTERED / TOO FOCUSED ON YOU
Just as you wouldn’t talk too much about yourself during a client’s session, you also don’t want your website to be solely focused on you. Make it client-centered. Most sections/pages should speak directly to your ideal clients (using “You…” language – “You struggle with… / You’re tired of feeling… / You want to feel… / You wish you could…”).
When you mention yourself, it should be in the context of how you help your clients.
EXAMPLE:
Instead of simply writing, “I’m trained in EMDR and Gestalt therapy” (100% focused on you), you could write: “As an EMDR and Gestalt therapist, I help (X population) let go of limiting beliefs & feel more whole and connected to themselves” (client-centered).
Copywriting Mistake #5: TOO MUCH CLINICAL JARGON
This is a common therapist mistake, usually stemming from our grad school days. If your website is filled with clinical jargon like “attachment styles,” “affect regulation,” or “DBT” (without ever explaining what it stands for), your ideal clients might struggle to understand what you’re saying. Or they might feel intimidated by the concept of therapy.
No worries, though – it’s a simple fix. Notice where clinical jargon is showing up, and ask yourself, “How would I explain this concept to a client in session?” or “How would I break this down to a 5th grader?”
Fancy terms like “attachment styles” can be boiled down to something simple & digestible, like: “why you keep repeating the same toxic cycles in your relationships.” “Affect regulation” translates to “learning how to stay calm in overwhelming situations.”
When you replace clinical jargon with simple, human language, your services become more approachable, and the benefits of working with you become more clear.
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 a stellar, high-converting website?
Whether you’re starting from scratch or revamping your existing website, I’ve got you covered. Explore web design & copywriting services — so you can have a website that saves you time + energy, markets for you 24/7, and brings aligned clients to your practice.
👉🏽 Book an intro call for a website project with Liz.
