3 New Copywriting Techniques I’ve Been Trying (and One I’m Giving Up)
Over the last few months, I’ve found myself feeling a bit uninspired when it comes to writing website copy. Why, you ask? Well, let’s just say between fine-tuning templates, late-night brainstorming, and endless cups of coffee, my creativity was in dire need of a reboot.
As you can imagine, that left very little room for what usually lights me up—helping therapists like you craft brand messages that truly connect with your ideal clients. But after trying to shake things up, I’ve discovered some fresh new copywriting techniques that have not only reignited my creativity but also enhanced the way my clients' websites speak to their ideal audiences.
If you’re in a similar place—feeling a bit stuck or bored with the usual copy—and could use a jolt of inspiration, you’re going to love this post. I’m sharing three new copywriting techniques I’ve been testing out. Spoiler alert: there’s one trend I’ve decided to give up for good!
Let’s dive in!
Why Trying New Things in Copywriting is So Important
You might think you’ve got website copywriting down to a science, and that switching things up might disrupt a good thing. But, after clarify and communicating my own private practice brand, I’ve learned that sticking to the same old formula can leave us feeling uninspired—and worse, it can leave your audience feeling uninspired too.
In my own practice, I wanted a website that would attract high-commitment clients. I revamped my copy and tried out a few of these new techniques. And guess what? My ideal clients not only connected with my message but also booked sessions right off my website.
Want to see how you can refresh your approach to website copywriting? Let’s get into it.
#1. New Copywriting Technique: “Conversational Clarity”
As therapists, you have a unique voice and a personal approach to client care. So, why is your website copy sounding like a textbook? I’ve been experimenting with a conversational clarity approach—think of it as having a friendly chat rather than delivering a lecture.
For example, instead of “Therapy sessions are designed to help clients explore their mental health concerns in a safe and supportive environment,” try “Imagine feeling understood, safe, and guided as you talk through what’s really on your mind. That’s the kind of space I create.” See the difference? It’s approachable, warm, and feels like you’re speaking to your client, not at them.
I used this technique on my own website, and the response was phenomenal. More people felt comfortable reaching out because they felt like they were talking to someone who genuinely got them, not reading a clinical brochure.
#2. New Copywriting Technique: “From Pain Points to Possibility”
We all know it’s important to address client pain points on a website, but recently, I’ve started experimenting with framing these pain points as stepping stones rather than barriers. I call it “from pain points to possibility”—a technique that acknowledges where clients are struggling while immediately inviting them to envision a brighter future.
For instance, instead of simply listing struggles like “feeling isolated” or “being stuck in a negative thought loop,” I lead with empathy and follow it up with possibility. It might look like this: “If you’re feeling isolated and uncertain, you’re not alone—and more importantly, you don’t have to stay there.” This way, clients can identify with the pain but also feel hopeful and encouraged to take the next step toward change.
This approach allows potential clients to feel seen and validated in their struggles, while simultaneously offering a vision of transformation. It goes beyond merely listing problems and instead invites them into the possibility of growth.
#3. New Copywriting Technique: “Elevate with Empathy”
In our field, empathy is everything—it’s the heart of your practice and what draws clients to you. But is it present enough in your website copy? I’ve recently started experimenting with what I call “elevate with empathy,” which means centering the client’s emotions and journey in every line of copy. This approach goes beyond simply explaining services; it involves tapping into the emotional landscape of potential clients and speaking to their needs on a deeper level.
For example, instead of “I help clients overcome anxiety,” try, “Imagine waking up and feeling lighter—less burdened by anxious thoughts that once felt inescapable.” This approach invites clients to see their potential transformation and encourages them to connect emotionally with your practice.
Empathy-centered copy doesn’t just describe your services; it validates your clients’ feelings, showing them you’re not just an expert but an ally who understands and respects their journey.
Bonus: What I’m Giving Up On – “Trying to Write Like Everyone Else”
For years, I followed trends, rules, and the “best practices” of copywriting, constantly tweaking my tone to match industry norms or mimic popular voices. But here’s the truth—none of it felt genuine. I noticed that the more I tried to “fit in” with other voices, the more disconnected I felt from my work, and I risked losing that unique, casual, and fun tone my clients resonate with.
Recently, I’ve committed to letting go of fitting in and am focusing instead on developing a distinct voice that feels like me—lighthearted, approachable, and a little sassy. And you know what? It’s been liberating. Not only is the copy more fun to write, but it’s also attracting the exact kind of clients who vibe with my approach.
Key Takeaways
The best part about website copywriting is that it’s a creative process. By experimenting with new approaches like conversational clarity, story-driven testimonials, and client-first copy, you’ll find new ways to resonate with your ideal clients. And if one technique doesn’t feel like the right fit? Move on to the next! There’s no single solution—only the one that aligns best with you and your brand.
Is there a technique that stood out for you? Come join me over on Instagram and let me know!
At Chrystal Renee, we’re all about helping therapists build meaningful connections through their websites while keeping the process lighthearted and stress-free.
Until next time!
Chrystal Renee’
