Why Your Site Needs a Therapy Slogan, Tagline, and Mission Statement
Therapy comes in all shapes and sizes. There’s behavioral therapy, hypnotherapy, occupational therapy, speech therapy, physical therapy, massage therapy… the list goes on and on.
But no matter which type of therapy you provide, the reason is always the same – to help people heal.
Does your private practice website depict this right off the bat?
There are, of course, many different ways to ensure it does. Among the most obvious are your business name and website URL.
But then there are all of the smaller pieces of your brand that truly attract your ideal client to your website and ultimately, your business. These include the visual aspects of your site such as its color scheme, fonts, and imagery, as well as the branding aspects of your practice such as your brand’s tagline, slogan, and mission statement.
In today’s post, we’re going to cover these important branding aspects – therapy slogans, mission statements, and taglines.
Because these terms are often used interchangeably (or combined in an effort to save a little time), let’s take things from the beginning and start out by making sure we understand the difference between these three types of branding texts:
- Therapy slogans say in about 12 words or less what you do, who you do it for, and/or why you do it.
- Mission statements are more descriptive and commonly consist of a few sentences making one short paragraph that explains the ‘how’ and ‘why’ of your business as a whole.
- Taglines are written representations of your brand that summarize your practice in only a few words.
Now let’s dive in a little deeper and talk more about what each of these are and what makes them effective so that you can build a truly successful private practice.
A slogan, also sometimes referred to as a motto, is a shorter version of your private practice’s mission statement written specifically for your ideal client.
It’s your opportunity to tell your target audience why they should choose your practice, what you can offer them, and why you do what you do; all within one single, short sentence.
For example, Brighter Vision’s slogan can be found right under our tagline in the main banner of our homepage:
The slogan “custom websites & marketing solutions for therapists” tells website visitors who our ideal client is as well as the tools we provide to help them with marketing their business.
Here are some other examples of therapy slogans:
- “Mental Health Matters: Nourish Your Mind, Nourish Your Life.”
- “Embrace Healing: Transform Pain into Progress.”
- “Find Your Inner Peace, Find Your True Strength.”
- “Mental Wellness: A Journey Towards a Happier You.”
- “Empowerment in Therapy: Unleash Your Inner Strength.”
- “Emotional Wellness: Crafting a Future of Hope and Happiness.”
- “Inspiring Growth: Plant Seeds of Change, Harvest Well-being.”
- “Healing Begins With a Single Step Towards Self-Discovery.”
- “Cultivate Emotional Wellbeing, Cultivate a Fuller Life.”
For a more in-depth guide on slogans specifically, check out Hubspot’s article on the slogan creation process.
Mission statements – also sometimes referred to as “vision statements” or “company values” – are the most descriptive of the three and are traditionally created to inspire a practice from within. They should demonstrate the importance of a higher emotional connection between your practice’s employees and its clients by reinforcing the values you were founded on.
While your mission statement can certainly be shared with clients – either displayed somewhere in your office or somewhere on your private practice website – it should be designed as an internal document to bring all departments together as one collective brand.
But what does this mean in layman’s terms?
Write up a few sentences to tell your employees the ‘why’ and ‘how’ behind the work you do in your private practice. It should contain all the thoughts necessary to engage and inspire your staff.
Ask yourself questions like…
- What are our objectives?
- How will we go about fulfilling these objectives?
- Who do we serve?
- How do we serve them?
- What are we promising our clients?
- How will we deliver on those promises?
This is your chance to make sure all of your employees – whether they’re a fellow practicing therapist, a part of your administrative staff, or a member of the weekly cleaning crew – are all on the same page.
Be concise in your answers and make them as simple as possible so that everyone who enters the back end of your practice (for any reason) understands the values you stand for and how they should be acting on those values to best represent your practice.
Think of your mission statement as the North Star guiding everyone within your practice to success, rather than a branding message.
Here are some examples of mission statements:
- “Empowerment Transformative Therapy is a therapy practice dedicated to guiding clients on transformative journeys towards self-discovery. Our mission is to empower individuals to understand and embrace their true selves, fostering personal growth and resilience.”
- “We focus on helping individuals embrace life with all its challenges and joys. We are committed to providing support and guidance for those navigating the complexities of mental illness, offering a path towards healing and fulfillment.”
- “Our therapy practice is dedicated to healing hearts through compassionate and effective care. We believe in the potential of every individual to achieve personal growth and overcome life’s hurdles, and we are here to support that journey every step of the way.”
- “We are dedicated to transforming challenges into opportunities for growth, one session at a time. Our mission is to guide individuals towards achieving inner balance, providing a supportive and nurturing environment where every session is a step towards personal empowerment and well-being.”
- “Our mission is to guide individuals on a path of positive change and inner harmony. We are committed to restoring hope in the hearts of those we serve, through innovative therapy methods. Each step of the healing journey is designed to inspire resilience, helping clients navigate life’s challenges with strength and balance. We believe in the transformative power of therapy to renew spirits and foster lasting wellbeing.”
A tagline is an even shorter yet version of your private practice’s slogan. It’s essentially the battle cry of your overall brand.
A tagline is commonly displayed directly underneath your business name in your company logo and it can be a real asset if it’s crafted the right way.
Unlike mission statements and slogans, taglines have the unique ability to be created to embody implied meanings. The best taglines in the history of marketing are memorable without directly coming out and saying what the product is.
Take the Brighter Vision tagline, for instance:
“Marketing Made Simple”
This tagline doesn’t come right out and say how we make marketing simple or who we make marketing simple for, but it does position us in the category of marketing. This tells our website visitors that if they’ve come to our site for marketing help of any kind, they should explore the different services we have to offer.
Then, our slogan – “custom websites & marketing solutions for therapists” – further explains the ways we help with marketing as well as who we provide those services for.
If you’re struggling to come up with a great tagline for your therapy business, here are a few examples to spark some inspiration for your own private practice:
- “Improve your life. Reduce your stress” – for a hypnotherapy practice
- “Your place • Your schedule • Our touch” – for someone who provides traveling therapy services (at their own clients’ homes/offices)
- “Because your child deserves the best” – for a children’s therapist
- “Creating pathways for better communication” – for a couple’s counselor
- “Here to help you, help your loved one” – for someone who provides counseling for caregivers
The Difference Matters
The difference between these three terms may seem minor, but the time spent on creating each of these for your brand can make a huge impact on your success. The more explanative you can get with your practice’s goals and values, the better you’ll be able to communicate your brand and connect with your ideal client. So, give your brand a little self-care and take some time to create a mission statement, slogan, and tagline for your private practice.
Wait! You Don’t Have A Therapist Website Yet?
Brighter Vision is the ultimate marketing package for therapists, centered around the best therapist website you’ve ever had. Contact us today to get started.