You want to attract your ideal clients by being genuine, not pushy. But you’ve struggled with writing text for your website that feels both effective and ethical.
These days, a lot of therapists are feeling pressured to amp up their web presence.
You've probably encountered a lot of digital marketing experts who say you have to be flashier or more aggressive to persuade prospective clients to contact you for therapy services. But you hesitate, because something about the whole thing just feels… off.
Your instincts are absolutely right. The typical “finding their pain points” approach to marketing is just not appropriate when it comes to therapy services. I know this because I’ve been in both seats in the therapy office, as a counselor and as a client. And only someone with a counseling background will understand that a manipulative approach to marketing will repel clients, not attract them.
That's because therapy clients don't want to be manipulated or persuaded. They're in pain, and they just want to know whether you can make them feel safe and supported. The best therapist websites are the ones that put prospective clients at ease and empower them to decide what to do next—trusting that they will get in touch when your services are a good fit.
This is the ethical approach to writing copy for a therapy website. And a secondary benefit of doing it this way is that it will help to distinguish your therapy practice from your competitors.
Most therapist websites are either too generic and vague, with no sense of the person behind the practice, or too reliant on the kind of “buy now” tactics that actually scare away potential clients.
When your website authentically reflects who you are, the right clients will reach out to you.
The therapeutic relationship doesn't begin with the first office visit, or the first phone call.
It starts with your website. Why? Because your website is an extension of your values and your personality. It gives clients a glimpse into how they'll feel when they work with you in person.
Ideally, the text on your site offers gentle and informative guidance to potential clients. It's designed to gain trust so that clients will make the leap of faith to contact you by email or phone. It extends a friendly invitation to connect, but allows the client to be in charge of what happens next—without fear tactics or hype.
You offer a unique set of skills and training, with your values and personality deeply influencing how you work with clients.
You want a website that radiates your authentic therapeutic self like a beacon, so that the ideal clients you're seeking are the ones who contact you.
Attract more clients through authentic connection, not manipulation.
I share your clinical background, as an experienced counselor and art therapist. I speak your language, and I understand your business needs.
But what's more important is that I understand the needs of your clients. I've been on the client side of things more than once, with both negative and positive experiences in finding the right therapist for my specific struggles.
I know what draws clients in. And I know what makes them click away.
Am I the best fit for your writing needs?
Since 2008, I've been doing clinical work with adults, children, and families as a master's-level art therapist and counselor in community agencies.
Meanwhile, I've maintained a freelance writing business focusing on blogs, web copywriting, and other types of online writing. I've also facilitated non-clinical creativity groups for adults in my own studio space and at Hirsch Wellness Network.
I've followed a circuitous educational path. In a former life, I was an English major and small-time newspaper copyeditor at Western Carolina University, and I worked at Duke University Press for a while. Eventually, a few transformational life changes led me to go back to school for a B.A. in Integrative Studies at Guilford College, followed by a master's degree in Transpersonal Counseling Psychology at Naropa University (with a concentration in Art Therapy and a big dose of mindfulness training).
My core values are relationship, continual growth, and mark-making. My favorite hobby, which encompasses nearly everything I enjoy, is makin' stuff.