Reaching Readers: How to Make Your Therapist Website More Personal To Attract Your Ideal Clients
Do you know how to make your website appealing? How to magnetize your readers, especially your ideal clients, and speak to them directly? How to turn one virtual visit into a relationship that may, in time, transform into a booked consultation?
Using language and emotion to connect with the hearts and minds of your readers is key. By infusing your therapist website with personality and knowledge in a way that exudes professionalism, you’ll elevate the perception of your expertise, and provide insight into who you are and why you are the expert they should choose for therapy. With this in mind, the voice, style, and information you share on your therapist website matter greatly.
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To put this into context, think about reading a book. Is it more enjoyable and compelling to read an engaging full-bodied story or a heavy text? Which of these choices is most likely to pull you through to the end? For the vast majority of people, the former is true.
This is the same for your website. You need to write in a way that connects, informs, and says, “I know what you’re going through and I know how to help,” to pull your readers through to the end goal (i.e. a booked consult). So, your phrasing should build trust and belief, not overwhelm readers with technical jargon or ego.
Below, we’ll discuss how you can utilize your tone of writing to reach your current, and prospective, clients. The aim is to stand out in the right way so you attract the right people.
Use your natural voice
The first step is to add your voice to your web pages and blog. In the therapy profession, where so much of your success depends on how well you connect with your clients, it’s important that people know who you are. This translates into trust.
By speaking — or in this case, writing — in your natural voice, readers can get to know you. This doesn’t mean you should opt for monotone or strictly clinical expression. The best approach is quite the opposite.
But, how do you find your voice? Next time you’re with clients, be deeply aware of each exchange. Ask yourself:
- What words or phrases do I use?
- What words or phrases do my clients use?
- How do my clients explain what is happening in their lives?
- What stories do I share that resonate?
- What explanations do I use that are easily understood?
When you work out what words or phrases connect, use this in your writing. People want to consult with a therapist who has expertise in their specific condition. When your words and phrases show that you have intimate knowledge, your perceived value grows.
So, if you already have a website, reread it with fresh eyes. Ask yourself: Where is it dull, clinical, boring? How can you change the text to become inspiring, informative, and engaging?
Invest in your “About” Page
Your “About” page is one of the first places readers will visit when they’re searching for a therapist. Ensure you allow them to virtually “meet” you.
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Here are our top 5 tips to encourage a great first connection:
- Feature a professional, smiling photo of yourself.
- Share your contact information so they can reach out to you.
- Include relevant experience and expertise. What are your qualifications? What condition or conditions do you specialize in? Explain what you do and how you can help.
- Incorporate a sprinkle of personal information to add a layer of connection and promote ease with readers. Yes, fun and humanizing facts are perfect!
- Spell out your niche or niches.
You should discuss your niche or niches on your “About” page. We know it can feel uncomfortable, or counterintuitive, to include a niche — The goal is to grow your practice, so that would mean attracting everyone possible, right? Well, if success is a goal, that shouldn’t be the case. Think about it this way. If you have a brain tumor, would you prefer to see a specialist neurosurgeon or a generalist? Your potential clients want to consult with an expert too.
Look at your list. There will be certain conditions or issues that you treat often, love to treat, and have great success with. State these plainly.
Consider your ideal client. If you know who you love to serve but aren’t sure how to write for them, read our article, Tips on Writing Copy That Attracts Your Ideal Client.
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People love “Dear Abby” or “Talk To The Expert” style columns. Give people what they want!
When you pen your blog, write from a first-person perspective. Present information in a casual, conversational manner as if you were talking to a single real human. Just like we do here at Brighter Vision. It’s easier to read, simpler to understand, and more impactful.
So, what should you discuss? There are numerous topics to cover as a therapist, but here are a few options to get you started:
Respond to common issues
What condition or conditions do you treat? What common problems arise for people with this condition? If you specialize in helping clients with depression, for example, consider what other issues are intertwined with this mental illness? Write about these.
For depression, this list could include:
- Limited capacity to work
- Relationship strain
- Loss of appetite
What questions do your clients ask? Write a blog that shares your expert opinion and actionable answers.
To inspire ideas and make this process easy:
- Take daily notes about questions asked by your clients
- Use a platform like AnswerThePublic.
This search tool allows you to enter a topic and see what internet searchers are looking for. For example, a quick search for the term “anxiety” shows that people are asking questions like:
- Can anxiety cause diarrhea/headache/stomach pain/high blood pressure/dizziness/nausea?
- Who gets anxiety disorders?
- How anxiety makes you feel?
- When anxiety overwhelms you?
- Will anxiety pass?
- Are anxiety attacks and panic attacks the same?
The results divide questions into those that ask: are, can, how, what, when, where, which, who, why, and will. This provides endless ideas. Your job, then, is to provide answers and expert insight and advice.
Maintain your professionalism
Yes, you should use your natural voice and speak from your heart to engage and appeal to readers. But, always remember that you are a professional. Your readers should first and foremost understand that you are a health practitioner; an expert in your field.
With this in mind, maintaining professionalism is key. Simply speak with your readers as you do with your clients.
Connecting with your readers in a meaningful way is important for practice success. As is displaying why you are the right therapist for them.
By using your natural voice, creating a clear and convincing “About” page, posting well-considered regular blogs, and maintaining your professionalism, you will mark yourself as an expert and attract your ideal clients. Often in spades! This can transform your practice.
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