How to Write Compelling Copy for Your Counseling Website

Having a strong online presence in today’s digital age is crucial for any therapy practice.

Writing copy for your website can seem incredibly intimidating at first, but it doesn’t have to be. Your counseling practice’s website serves as a virtual handshake to your practice and offers potential clients a glimpse into your services and values. The words you choose to portray yourself and your therapy practice matter immensely. Compelling copy has the power of connection, of building trust, and converting visitors into clients.

By following a few simple steps when writing website copy for your private practice, you can simplify the process for yourself and connect with your future clients all at once.

Be yourself.

Your potential clients will know within a few minutes whether or not you’re the therapist for them. There are 1.9 billion websites out there, but there’s only one you. When you read your website copy out loud, your voice, your tone and your story should come out loud and clear.

Identify your target audience.

No matter who your ideal client is, make sure you’re speaking directly to them with your website copy. What are their pain points, their desires, and their needs? Speak directly to the problems they’re facing and empathize with them. Let them know that you offer the very solution they’re seeking.

Identify your Unique Value Proposition (UVP).

What makes your therapy practice different from the rest? What about your approach makes you stand out from the crowd? Highlighting and leaning into what sets you apart from the competition shows your client the benefit of choosing your counseling practice.

Less credentials, more connection.

While it can be tempting to use your website as a place to brag about all your accomplishments, remember that your potential clients are here to see if you’re a good fit for them. Yes—talk about your credentials and your approach but in regards to how these qualifications actually helped you learn how to support your clients.

Tell your story.

Stories have the power to bring people together. Why are you passionate about helping your ideal client? What made you choose this specific area of counseling? Telling your story helps your clients connect with you through the screen. It humanizes you and makes you more relatable. Remember to make sure your story is connecting back to how your passions are helping your ideal client.

Keep the language simple.

Lastly, make sure you’re not talking over anyone’s head. People are here to see if you’re the right fit for them. This isn’t the place for therapeutic terminology. Keep it clear, concise and accessible. Remember that you might be talking to someone who’s never set foot in a therapist’s office before.

Lastly, just do it!

By taking a few simple steps to make sure your voice, empathy and story come through in your website copy, you can make sure you’re connecting with your ideal client from the moment they land on your website. So go forth and write your copy. Get your website out there in the world. Don’t stress over it too much— your website copy is not set in stone and will evolve over time with you and your practice.