In this video, writer and designer-for-hire Nikki Bonsol shares tips and insights to help you write your psychotherapy website copy.
- What website copy is and why it matters
- How website copy can help you be seen by your ideal clients
- Common writing and copy mistakes to avoid
- Writing your about page
- And one thing that you can do right now to improve your website copy (Hint: do you have a call to action on every page of your website?)
Watch the video to get these website insights and more. Session notes and links can be found below.
Session Notes + Links
What Website Copy is and Why it Matters on a Psychotherapy Website
Website copy is the written content of your website that helps potential clients get to know you, find out if you can help them with their specific needs, if they can connect with you, and if they might like working with you.
The Importance of Website Copy that Allows you to be Seen by your Ideal Clients
“What makes you stand out is your unique blend of personality, what you’re passionate about helping people with, and who you passionate about helping. Being seen for all of that is what will help those specific people find you.”
In other words, don’t hide those parts of your personality that might really connect with someone you’d really love working with and could really benefit from working with you too.
Everyone has something that makes them unique and special and, as Kat wrote to her email list, “there’s no shortage of pain in the world”, and therefore, no shortage of clients.
3 Common Writing and Copy Mistakes to Avoid
- Trying to put down your thoughts and edit them at the same time. Instead: dedicate a space/time to get down all of your ideas without editing, then take a break and go back and edit. Separating those two are super easy.
- Inserting too much content or content that isn’t super relevant or usable for your clients. (Editor note from Kat: Are your website visitors really going to read your 500 page dissertation on Gottman)? A related mistake here is waiting until you have the “perfect” website content. That is something that may never happen or take years so better to get yourself out there.
- Not inserting a call to action on every page of your website. Don’t forget and don’t be afraid to ask! CTAs help your visitors know what the first step.
Why Writing an About Page is so Difficult
It’s difficult to distill people, with all of their wonderful complexities, down to an “about” page. Also, people get overwhelmed trying to figure out “what part of myself should I write about here.”
It can also be challenging to sell yourself as a healer. One of Nikki’s students put it very succinctly when she said, “I don’t want it to sound like I’m profiting off of this person’s pain.”
So another difficulty for healers is that they don’t want to be salesy, manipulative, or pokey. Hard to do when we’re barraged by yucky marketing all the time!
How to Overcome the Challenges to Writing an About Page
On days when you feel like selling is a bad thing, try to remember to, “shift your mindset to remember that your website is a tool to help you connect with people so you can help them… selling as a healer is helping.”
If you don’t tell them what you’re good at and how you can help, they’re not going to know.
Empathy is such a big part of design and copy and therapists are in a great position for reaching out to people on that level. Do it and get more clients and help them!
An Action You Can Take Right Now to Improve Your Website’s Copy
Go through your website, look at each page, and make sure there is one call to action on every page. Remember that a call to action is simply an invitation to take that next step. For example, a call to action could be to:
- Ask your visitor to get your free download
- Invite your visitor onto your newsletter or email list
- Ask your visitor if they’ll join you on FB or other social media
- See if your visitor would like to call for that first consultation or appointment
Importantly: keep it to one or two calls to action – not more! Too many calls to action will lead to website visitors not doing anything.
Nikki’s website: nicolebonsol.com
And consider grabbing her opt-in freebie where she gives you help with writing your about page copy (for free).
Nikki’s copywriting course
If you want to learn more about calls to action, here are some tips on call to action strategy and examples.
We spoke a little about why About Me pages for therapists so here’s a guide on how to write the best therapist About Me page.
In this video, Nikki is discussing the importance of having only one or two calls to action on a page. This is so true!