As a mental health therapist, your website is your main tool to reach clients and connect with them emotionally. Your website acts as both your online business card and your body of work. It’s how you show your expertise in subjects your clients care about while also offering hope and direction to people in need.
But, with so many therapists online, it’s hard to build a website that stands out from the crowd. That’s why website copywriting is crucial.
Below you’ll find the ins and outs of website copywriting geared towards mental health therapists. The contents are unique because in this profession, not all marketing avenues are available to you. So writing in a way that aligns with what your clients need and matches your values is critical.
9 Website Copywriting Tips For Mental Health Therapists
#1 Know your target audience
Before you begin writing your therapist website copy, you need to understand your target audience or “ideal client” is. The best source for this information can be found in your intake forms.
Almost every therapist I know spends a good amount of time on-boarding new clients. The notes you took in those sessions are like gold to you. Why? Because you transcribed in your notes exactly where your client was at mentally and emotionally when they decided they were ready for therapy. That means, you have a strong marketing awareness of what led your clients to decide now was the time for counseling.
When it comes to your copywriting, you want to reflect back to potential clients your connection to their pain and motivation for therapy. Gather your notes from your intake sessions before you start writing and you’ll have direct insight into how your clients speak about their challenges. Then, reflect that back on your pages.
#2 After reviewing your notes, make a list of your potential client’s pain-points
This list should reflect your client’s needs and what therapy can do for them. In other words, why do they need therapy from you and why do they need it now?
- List out the issues they are struggling with – be specific.
- What do they want from therapy – what is the resolution or goal?
- What are the impediments to reaching their goals?
- What will happen in their lives if they don’t face or deal with what’s in front of them?
This list will help you make sure that your website copy aligns with your clients needs and wishes. It will also help you monitor if/when your copy is too salesy or overly promotional without clearly helping clients first.
#3 Match your clients needs to your ideal client profile
Some clients that you treat are not really your ideal match. They may have needs you can support, but as you think about your therapy practice 5 years in the future, you want to focus on the clients you still want to support.
In your website copy it’s important to emphasize the clients you most want to attract over others. That doesn’t mean you should eliminate general therapeutic services from your menu. But you may want to demote that from the top of your offerings list.
#4 Teach about the value of therapy without overdoing it
Remember that some people who read your website will have been in therapy before and others are only beginning their journey.
Therapy can feel scary and like a very big leap for some clients to take on. Even with the pain and stress they’re under, it’s still a big ask for many people to begin the therapy process. It’s vulnerable and it’s risky. And, of course, therapy novices have no idea of the relief that’s on the other side. So it’s important in your website copy to remember that you’re speaking at times to people who have no proof of the value of this work.
Speak about the benefits of therapy, but remember that if you go too far, it feels unrealistic to someone in deep mental pain.
#5 Use your experience as a therapist as a primary reason why you can help people
As a trained clinician, you are a bonified expert. You have the credentials and experience to back this up so talk about it. And again, you don’t need to overdo it, but sharing your lived experience as a therapist working in your field you have a leg up on your competition.
When it makes sense you can share client experiences from your point of view, always being careful to not share identifying details.
That can look like this, “Working with a long-time married couple for the past year, we tackled communication issues at the root including listening, asking for support, asking for intimacy, setting boundaries and equity around chores and parenting.”
#6 Be clear and concise
Your website copy should be easy to read and comprehend. Avoid therapese, jargon or technical terms unless you offer an explanation. Your goal is to avoid confusing your clients. Short sentences (less than 20 words), short paragraphs (2-3 sentences at max), subheadings to break your content into sections, bullet points and numbered lists are all advisable.
This is how your website copy becomes easier for your clients to read and take an action from.
#7 Be yourself
It’s so important that your website reflect who you are. If you’re a super buttoned up therapist who wears a tie to every appointment, you want your website to read and feel traditional, from the fonts to the images. If you’re a groovy down-to-earth therapist, you want your site to reflect that.
So while every website should convey a sense of professionalism and authority, you also want to be approachable and empathetic. Your website copy should reflect your personality and values as a therapist.
#8 Optimize for SEO
Your therapist website will be useless if potential patients can’t find it. That’s where search engine optimization (SEO) comes in. SEO refers to the process of improving your website’s visibility on search engines like Google, Bing, or Yahoo.
By including relevant keywords, heading tags and metadata in your website copy, you can increase your search engine rankings and attract more traffic to your website. Just be sure you know what your keywords are. You would be greatly surprised to learn how people actually search for therapy and it’s often different than you might image.
After your main landing pages are created, you need to continue contributing to your website by writing blogs. And just like your main pages, you can use your keywords to write SEO-focused listicles or essays. Both work to drive interest and traffic to your site.
#9 Finally, include a call-to-action
This is your “take action now” offer to clients. It should be included in the website copy on all pages and can be as simple as a link to your contact page or a button to schedule a therapy session with you. Make it easy for people to connect by including your phone number, email or link to your contact form in a variety of places.
Website copywriting is an essential part of building a strong therapists website. When you know what your clients want from their therapy experience, you’re already light years ahead of your competition. Just remember that you should regularly update your website with fresh content and adjust your messaging/brand based on client feedback.
Copywriting Tips For Mental Health Therapists (FAQs)
What makes website copywriting essential for mental health therapists?
Effective website copywriting is crucial for mental health therapists because it helps communicate their expertise, approach, and the types of therapy they offer in a way that resonates with potential clients. Good copy can build trust, educate visitors, and encourage them to take the next step in seeking help.
How can therapists ensure their website copy is client-focused?
Therapists can ensure their website copy is client-focused by addressing the reader directly, using empathetic language, and clearly stating how their services can solve specific problems or improve the client’s well-being. Including client testimonials and success stories can also make the content more relatable and client-centered.
What are some key elements to include in a therapist’s website copy?
Key elements include a clear value proposition, descriptions of services offered, therapist qualifications and specialties, client testimonials, and a clear call to action. Additionally, information on the therapeutic process, what to expect during sessions, and answers to frequently asked questions can be very helpful for potential clients.
Can therapists write their own website copy, or should they hire a professional copywriter?
Therapists can write their own website copy, especially if they have a good grasp of their brand voice and the ability to write persuasively. However, hiring a professional copywriter who understands SEO and conversion-focused writing can enhance the quality and effectiveness of the website, and may be a good investment.
How can therapists reflect their unique approach in their website copy?
Therapists can reflect their unique approach by sharing their personal philosophy on therapy, their specific methodology, and the unique benefits of their practice. Using a tone and language that align with their personal style can also help the copy stand out and give potential clients a feel for what working with them would be like.
That said, not everyone loves to write and we understand that. If we can support you with your website copy, SEO or marketing plan, please contact our team for a consultation.
