Website Copywriting for Therapists: Get Specific — Don’t Water Down Your Message
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. 💐
A sign caught my eye the other day as I was driving through Portland, Oregon. The sign was for a store that sold pet supplies - but specifically for pet birds. 🦜
The sign made it super clear that serving pet birds (& their owners) was the exact, specific purpose of this store. In the 2 seconds it took to drive by & read the sign, my brain immediately understood what it was about, and who this store was for.
(Certainly not for me - I have 3 cats, but no birds. 😉)
This reminded me of a common phenomenon that I see with therapy websites.
As someone who loves websites so much that I created an entire second business around them, I say this with love:
Many therapy websites out there are simply too vague.
Vague sounds like: “I help individuals navigate trauma, anxiety, depression, life, transitions, relationship, challenges, and attachment issues.”
These websites have good intentions: they try to speak to everyone & to show that this practitioner is capable of working with a variety of issues.
But in doing so, these websites end up watering down their message, and ultimately speaking to no one.
Meanwhile, the therapy websites that consistently book private-pay clients are the websites that make this info 100% clear:
what they specifically do that other practices do not
why they are specifically & exactly the right fit for their ideal clientele
Specific sounds like: “I help (this specific population) achieve (this specific outcome).”
👉🏽 I help high-conflict couples get back on the same team again.
👉🏽 I help overwhelmed teens navigate social anxiety & find their voice.
👉🏽 I help adults with late-diagnosed ADHD rebuild their life without burnout.
It’s the difference between reading a sign that says, “we sell stuff for pet birds! 🦜” vs. a sign that says “we sell stuff, I guess. 🤷🏻”
Specific messaging draws people in.
Vague messaging is more likely to be forgotten, as it fails to answer the subconscious question on clients’ minds - why should I pick this person/service/business over every other option out there?
If your website had 1 sign to summarize exactly who you help & how you help them: what would it say?
Getting clear on this is the foundation for your entire website.
To your success,
Liz
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