Tips on Writing Copy That Attracts Your Ideal Client
Today, most people begin their search for a new therapist with a simple internet search. Users flock to Google and other search engines, eager to find that one perfect match – a website they can quickly understand and a therapist that gets it. But, while a professional-looking website is vital in catching a user’s immediate attention, it’s only one-half of the equation for online success.
The best private practice websites are the ones that have well-written, original content that gives visitors exactly what they’re looking for right away. Good website content is equally, if not more important, than a site’s appearance, especially when it comes to converting those visitors into new clients.
Unfortunately, like many of you know, writing the perfect website copy is easier said than done. With some practice and tips, you can perfect it and start converting more users into clients. This blog will cover how to write website copy that enables you to connect with your ideal client online.
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Know Your Ideal Client
The most effective website copy targets a specific niche or the particular type of clients you want to attract. It’s best if, before you start writing, you first identify (in as much detail as possible) the specific types of people you want to serve. Identifying your ideal client will help you write website copy that addresses and acknowledges their top concerns, making it evident to the searcher that you are the best fit for the job.
You want your website to showcase information that catches your ideal client’s attention and is easy for them to relate to, and remember, not all attention is equal.
For example, who do you want to spend time with for an initial consultation?
- Option #1: A qualified client looking for the exact services you offer
- Option #2: Someone who may be looking for a therapist working under a different specialty
Probably option #1, right?
When written correctly, your website copy can act as a matchmaker and help users identify if you’re a proper fit for them. This will save both of you both time and money. Rather than just attracting as many people as possible, you want to attract as many qualified clients as possible.
The headlines you use can help qualify your traffic. If you focus your copy on converting your best prospects, you will be more likely to attract them. And as for the rest… Do you really care if they click away if they weren’t going to convert anyway?
Well-written copy can appeal to your most likely prospects. Content that plays it safe, or tries to appeal to everyone, does not usually convert nearly as well.
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Keep It Simple
Your website should be informative, but not too wordy. When it comes to your site’s content, you don’t want to overdo it and overwhelm your visitors. Too much information on a page can make it hard for your visitors to digest, and you only have a few seconds to let your website visitors know they’re in the right place.
You were probably rewarded for writing long detailed paragraphs in grad school. However, you will not receive the same praise for carrying that over to your private practice website. Your visitors want to find what they’re looking for fast, in easy-to-read answers. They don’t want to spend too much time searching through miscellaneous information. They’re likely already a little on edge, and they just want to know that you are the person who can help them through whatever they are going through.
Use the first section of your homepage to display a short bio about who you are and who you serve.
Another tip to make your page less overwhelming is to leave plenty of white space on the page and break up your content into short paragraphs. Consider using bullet points, bolded words, and strong headlines to help the important information stand out.
Also, create separate Service pages for every single specialty you offer. For example, if you work with individuals, couples, and families, you should have individual pages for each of these services. Creating these Specialty Service pages will make it much easier for visitors to find the most relevant information without picking through any extraneous information.
No matter where you put the information, your website copy needs to communicate what you offer concisely. A well-written copy can ensure your site visitors understand exactly what’s so great about your practice and convince them to give you a call.
When writing your page copy, keep your writing tone conversational, easy to read, and avoid too many clinical terms. Remember, your potential client is currently under duress and looking for relief. It may seem obvious, but potential clients need to see your authentic self come through in your web copy.
One of the biggest roadblocks for therapists regarding genuine and authentic website copy is the fear that self-disclosure or showing a sense of humor will appear unprofessional.
However, if that’s how you usually talk to clients, then having it come through in your website will help potential clients know if you’re the right therapist for them.
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Always Have a Call to Action
Every page of your therapist website should do two things:
- Provide answers to your ideal clients’ questions
- Direct the reader to take a specific action
Whether that action is to call you for a consultation, schedule an appointment, watch a video, or visit another page on your website for more information, they should always be encouraged to take another step.
To you, it may seem obvious that you’d like the reader to call you for an appointment, but explicitly asking someone to take action on your website dramatically increases the likelihood that the user converts. Be sure your web copy always invites potential clients to take the next step and blatantly guides them in that direction.
Generally, you want to include your call-to-action at the end of most of your pages or sections. If you’ve done a good job with your content, the reader will feel interested in your services and open to scheduling an appointment or requesting more information. That’s the ideal moment to throw in a call-to-action, guiding them in the direction you’d like them to take next. When in doubt, it’s always a good idea to include a call to action whenever you can.
The results you get from your website are a compilation of many different factors. Some of them are design-related. Some of them are copy-related. But both are equally important.
Do you want people to call you, download something, or schedule an appointment with you directly on your website? The best copy either subliminally or explicitly gets them to do just that.
We’re not going to sugar coat it and pretend that writing compelling web copy is quick and easy. You will need to be prepared to put in the time and effort. But, once you do, you will be pleasantly surprised with the results.
Lastly, keep in mind that your website’s copy should always be a work in progress. You’ll want to adjust your content as your business evolves and grows, and every time you add a new service or practitioner to your practice.
As you’re working on your website’s content, I hope you find these suggestions helpful in writing copy to attract your ideal clients’ attention and fill your schedule with your best-fit clients.
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