What Does It Take to Write Copy That Attracts Clients?
Are you ready to build a website that connects deeply with clients and helps you grow a private practice with ease? You may have already tried different strategies, read blog after blog, or even attended a webinar on copywriting. But today, I’m offering my approach to achieving what we’re all after—a website with words that truly resonate with clients.
Many therapists believe that to be "professional," their copy needs to sound formal or even clinical.
But this can create a barrier rather than a bridge. When your potential clients land on your site, they aren’t looking for formal terminology; they’re looking for someone who can understand their pain points and needs. If you’re struggling to create website copy that speaks directly to potential clients, you’re in the right place.
Let’s take a behind-the-scenes look at what goes into writing copy that genuinely attracts clients to your practice.
Why Connection Matters in Copywriting
A key goal of your website copy should be to foster connection. Potential clients don’t know your credentials and achievements yet; they’re interested in finding someone who "gets" them and can help them through their specific struggles.
Think about the last time you read something that truly resonated with you. Maybe it was an article that gave you a fresh perspective or a book that felt like it was written just for you. That’s the kind of connection you want to create with your copy—words that reflect an understanding of the challenges and needs of your ideal client.
Avoiding Common Mistakes in Copywriting for Therapists
Before diving into what makes great copy, let’s briefly touch on some common mistakes therapists often make when writing for their websites:
Being too vague: General statements like "I’m here to help you feel better" don’t offer much clarity on how you can assist a client or what they can expect from working with you. Specificity is essential.
Overusing jargon: While terms like "CBT" or "coping mechanisms" might be meaningful to you, they may alienate someone who isn’t familiar with them. Aim for language that feels conversational and clear.
Writing for other therapists instead of clients: You’re not here to impress your peers; you’re here to connect with clients. Keep your words approachable and empathetic.
Lacking structure: A wall of text can be overwhelming. Break down ideas with headers, bullet points, or short paragraphs to make your copy easy to scan and digest.
Always Remember to Embrace Your Unique Voice
If you’ve been finding yourself second-guessing your writing style or thinking, “Will this make me sound unprofessional?”—it’s time to challenge that thought.
Ask yourself, “Why do I feel my authentic voice isn’t valuable to my clients?” Often, clients are looking for a therapist they can relate to. Your authentic voice, including your warmth, humor, or insight, can make your website feel inviting and welcoming.
Many therapists feel they need to "tone down" their personalities for fear of being perceived as unprofessional. In reality, though, it’s your genuine personality that will attract the right clients to you. So, lean into your strengths! If your communication style is straightforward and practical, use that tone. If you’re more nurturing or empathetic, let that shine through.
For a related topic, check out my post on The Perfect Website Strategy for Mental Health Therapists: Clarity, Copy and Client Attraction.
My Routine for Crafting Client-Attracting Copy
Let’s get practical! I’ve worked with many therapists who felt "stuck" when writing copy for their websites. Here’s my tried-and-true routine that helps keep my words both impactful and client-focused.
1. Reconnecting with My Brand Core
Each day, I start by centering myself on the core values and mission behind my brand. Why? Because every word should align with the purpose of my work. This keeps my writing focused, ensures it’s aligned with the brand, and reminds me of the bigger picture.
Tip: Before you sit down to write, jot down a few bullet points on your purpose and mission. This can help guide your writing and prevent you from drifting off-topic.
2. Imagining My Ideal Client’s Experience
Once I’m centered on my brand, I shift my focus to my ideal client avatar. What are they going through right now? What are their primary challenges, and what are they hoping to achieve? By keeping these questions in mind, I can write copy that speaks directly to their needs.
Tip: Picture a real-life person as you write. Consider how you’d speak to them directly in a session and incorporate that tone into your writing.
3. Prioritizing Clarity and Approachability
After a day of writing, I go back through and edit my copy with a fresh eye, ensuring that the language remains accessible and conversational. I focus on trimming any jargon, rephrasing complex ideas into straightforward language, and adding conversational touches.
Key Questions to Ask Yourself While Writing
As you craft copy, certain questions can guide you toward creating words that will resonate deeply with clients. These include:
What is my client feeling as they read this? – Your copy should acknowledge their pain points and create a sense of comfort.
Am I answering their “What’s in it for me?” question? – Clients want to know how you can help them specifically.
Does this sound like my authentic voice? – Don’t get caught up in sounding “perfect.” Authenticity is what builds trust.
These questions will act as your compass, ensuring you stay aligned with your ideal client’s needs and your voice.
Practical Tips for Writing Compelling Copy
If you’re ready to dig deeper into writing effective copy, here are some actionable tips you can implement right away:
1. Speak to Their Pain Points Directly
Potential clients want to know that you understand their struggles. Use language that validates their feelings and directly addresses the challenges they’re facing.
Example: Instead of “I offer support for people struggling with anxiety,” try “If constant worry is keeping you up at night and making daily tasks feel overwhelming, let’s work together to find relief.”
2. Use Conversational Language
This doesn’t mean using slang or being overly casual, but rather, adopting a friendly, approachable tone. Try writing as though you’re speaking to a friend. This simple adjustment can make a big difference in the relatability of your copy.
Example: Rather than “I specialize in Cognitive Behavioral Therapy for anxiety disorders,” try “Together, we’ll explore the patterns of worry that have been holding you back and find practical strategies to manage them.”
3. Be Clear in Your Call-to-Action
Once you’ve made a connection with your client through your copy, give them a clear next step. Whether it’s booking a consultation, downloading a free resource, or exploring your services page, make sure your call-to-action is direct and accessible.
Essential Traits for Success: Authenticity, Empathy, and Discipline
You don’t need an extensive background in writing to create powerful copy, but certain traits will help you hone this skill:
Authenticity: The more genuine your tone, the more likely clients will resonate with your message.
Empathy: Understanding your client’s challenges allows you to speak directly to their pain points.
Discipline: Crafting compelling copy takes time. Set aside dedicated blocks for writing and editing to see the best results.
Specific Steps to Refine Your Copywriting Process
Start with an Outline: Avoid the blank-page blues by drafting an outline before you start. Identify the main points you want to cover, and sketch out your introduction, key sections, and conclusion.
Write in Drafts: Don’t expect the first draft to be perfect. Write with the goal of getting your ideas down, then return later to edit for clarity and conciseness.
Use a Template: If you find yourself stuck, use a template or copywriting framework to guide you. A classic option is PAS (Problem, Agitation, Solution), where you introduce the problem, explain why it’s painful, and then offer your solution.
Before you write a word, I can not stress enough how important it is to know your ideal client…inside and out! You can’t write effective copy if you don’t know who you’re talking to!
Because I know how vital it is to understand your ideal client in order to be able to write compelling copy, I’ve created a free guide for therapists to help you simplify the process.
Download “The Ideal Client Checklist for Mental Health Therapists”.
Wrapping it Up
Writing website copy that resonates with clients isn’t about perfection—it’s about connection.
When you focus on being clear, authentic, and compassionate, your words will naturally begin to draw in the clients who need your unique expertise.
Click here to download your FREE IDEAL CLIENT CHECKLIST FOR MENTAL HEALTH THERAPISTS to help you refine your message and build a website that brings in your ideal clients!
Until next time!
Chrystal Renee’ xoxoxox
