HOW TO: Write Kick A** Website Copy
Writing copy for your website might be up there with paying your taxes and going to the dentist.
Sure, it’s something that you know you SHOULD do, but do you actually want to?
In this blog post, we are going to teach you how to write copy for your therapy website that you’ll actually want to post and share with the world! Your services deserve to be found, and we’re going to help you get there!
No more aimless google searching with no helpful results. We’ve got you covered!
We’ll cover:
How to write copy for a therapist website
What you should include in your website copy
Using brand therapy to write effective copy
The eight sections of a website homepage
How do I write a copy for a therapy website?
Your homepage will be your #1 viewed page. In reality, this is probably the only page potential viewers will see. Sell your magic here and let go of the need for it to be perfect.
Commit to making it shine, and then invest in the About and Services pages once you’ve gotten into the flow with copywriting. Remember, you don’t have to do everything all at once. Let the progress build naturally over time rather than needing everything to be perfect.
In order to write compelling copy for your therapy website, you must know your client’s “WHY.” Your website exists to tell your story in a manner that resonates directly with your ideal client's desire to seek your services. The goal is to have them KNOW, LIKE and TRUST YOU and ultimately book a consultation call.
We recommend using this brand therapy guide to get inside your ideal client’s mind and write directly to them and for them.
Here are a few tips for writing copy for a therapy website:
Start with your own personal story
Write about why therapy matters
Avoid clinical jargon
Keep things personal and real
Using Brand Therapy to write effective website copy
What is brand identity?
A brand identity consists of:
What your brand says
What your business values are
How you communicate your services
What you want people to feel when they interact with your business
Essentially, your brand identity is the personality of your business and a promise to your customers.
In order to write effective website copy, you first need to be clear about your brand.
Clarity around your brand builds connection. Connection builds value. Value builds profit.
When people feel a genuine connection to you and your brand, they'll pay for your products, tell their friends about you, and support you.
Spend a few hours really envisioning what you want your brand to be known for (use this guide for help with the process!).
After you’ve completed the Brand Therapy Guide, use that as a launching pad to start your website copy.
What should I include in a homepage website copy?
To make an effective homepage copy for your private practice website, we recommend including the following sections:
Website Hompage Copy Sections:
Your value proposition
A brief “About Me”
Your private practice’s values
Services offered
Highlight your blog
Clear “Call to Action” (CTA)
Link to your Mailing List
Footer with site navigation
The Eight Sections of a Kick A** Homepage
Eight sections might seem like a lot but we promise it’s manageable! The eight sections provide easy step-by-step instructions to help you create a homepage that converts and results in sessions with your ideal client!
8 Sections of a Website Therapist Homepage
1. Value Proposition: Your value prop is what makes you unique. The value you offer for your ideal client. This is your 10-second pitch, your special sauce, your magic somethin’ somethin’. Use the Brand Therapy Guide to help clarify what your value prop is.
2. About me: You want to give viewers a quick taste of who you are. When potential clients visit your website, they are thinking, “will I vibe with this person?” Write this section with your ideal client in mind. No jargon or boasting about your clinical training. Keep things conversational. You are a human after all.
Ask yourself: What makes you unique? How do you help clients? What kind of journey will you take them on?
3. Brand Values: Use the brand therapy guide to come up with 3-4 values of your therapy practice. Your brand values help guide your business decisions and keep you in alignment with your principles.
4. Services: Here’s where you will highlight your offerings and let potential clients know how you can help them. Keep the user in mind and list the services you actually want to offer.
5. Blog: This is a great way to increase the visibility of your style and continue to call in the type of client you want to work with. By highlighting your blog, you are showing clients that you are an expert in your field and you’re providing a free resource to the people that you want to work with. If you don’t have a blog yet, don’t worry. Just go ahead and skip this section.
Linking to your blog on your homepage also lets google know that your blog is “legit.” This helps with SEO, which in turn helps with calling in your ideal client.
6. Call to Action: Add a section block with a clear call to action for the next steps for getting in touch with you. Tell the user exactly what you want them to do.
7. Mailing List: Whether or not you currently have an email list, setting it up on your webpage is a smart idea (your future self will thank you). In this block, we recommend adding a section for email list sign-up.
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8. Footer: Designing a quality footer is key for a “healthy” website. It’s a site map for the user to quickly find what’s needed and it helps google understand your site better. It’s also a great place to include your address as a way for Google to verify that you are in the location you say you’re in.
And Voilà! That’s it! The eight sections of an effective homepage.
Next Steps
We created a straightforward, easy to use, practical website copy template that guides you step-by-step through your homepage copy.
If you want to see an example website in action, check out Julie’s private practice website, Third Nature Therapy, designed by Lindsey of course!
JULIE GOLDBERG is the founder of Third Nature Therapy, a virtual therapy group offering holistic mental health care for people seeking a different perspective on wellbeing. As a co-founder of PREMADE and mental health practitioner herself, she offers straightforward and easy to implement methods for running a successful private practice.