Your website is your first impression—and your words do the heavy lifting.
But too often, therapists and small business owners fall into one of two traps: writing like a corporation… or writing for everyone but their actual clients.
Here’s the truth: Clear, intentional messaging builds trust faster than any design element. If your words connect, your audience will take action.
So whether you're writing your homepage, services page, or bio, these copywriting tips will help your site sound more like you, and resonate with the people you actually want to reach.
If you wouldn’t say it in session or in a client conversation, don’t write it on your site.
Use warm, accessible language that reflects your tone and approach. Avoid buzzwords, filler, and trying to sound like a “brand.” Instead, aim for thoughtful, direct, and calm.
🛠️ Instead of: “We offer a variety of client-centered therapeutic interventions across multiple modalities.”
✅ Try: “I offer therapy that’s grounded in curiosity, compassion, and collaboration—so you feel safe, heard, and supported.”
Your website is about your client’s experience; not your resume.
A good rule of thumb: For every paragraph about you, there should be one that connects back to them. What they’re struggling with. What they need to hear. What working with you might feel like.
🛠️ Try using more “you” than “I” in your copy.
✅ Example:
“You don’t need someone to tell you what’s wrong. You need someone to walk with you while you figure out what’s next.”
Headlines are how people scan your site. If your headers aren’t clear, people will bounce.
Good headlines:
🛠️ Avoid vague headlines like:
“Our Approach” or “Welcome”
✅ Use headlines like:
“How Therapy With Me Works” or “What to Expect in Our First Session”
Being “clever” feels fun, but clarity is what converts. If people don’t get it within 5–7 seconds, they’re gone.
Here’s a test: Ask a friend who knows nothing about your work to read your homepage. If they can’t tell what you do and who you help in 10 seconds? It’s time to clarify.
✅ Focus on clear service descriptions, client outcomes, and how to take the next step.
Every page should answer the question: “What should I do next?”
Whether it’s booking a discovery call, downloading a free guide, or reading your services page—guide your visitors toward something specific.
🛠️ Examples of strong CTAs:
The right words don’t just describe your work—they open the door for someone to say yes to it.
Whether you’re refreshing your homepage or writing your website from scratch, clear messaging is how you build trust before the first conversation.
If you're growing a private practice or a mission-driven small business, I’d love to support you with a website that reflects your values, and helps you move forward with clarity.
Let's build a site that meets this moment and moves with you into the next one.
