How to Talk About Yourself Without Talking About Yourself on Your Therapy Website
In the competitive landscape of therapy services, a therapist's website is often the first point of contact for potential clients. Yet, many therapists fall into the trap of focusing solely on their approach and credentials, missing the mark on communicating what truly matters to clients: the benefits of the service.
Rather than leading with statements like "I'm a compassionate, nonjudgmental therapist" or "I provide a safe space for you to process your feelings," it's crucial to shift the focus toward implicitly communicating these aspects throughout the content. As clients explore the advantages of the service, they should naturally glean insights into your approach and personality through tone, language choice, and narratives.
This article delves into the art of subtly weaving your approach and personality into your content, ensuring that the benefits of the service remain at the forefront.
Definition of Terms
If you’re new here and need some clarity on some terms, here’s a definition of the types of content you will write about on your website. Knowing their definitions will help you understand the rest of this article.
Value Proposition
Your services' value proposition outlines the unique benefits and advantages clients can anticipate. It answers the pivotal question: "What's in it for the client?" This includes specific outcomes, results, or solutions therapy provides to address their needs, challenges, or goals. Essentially, it articulates why potential clients should choose you and what they can gain.
Service
In the context of a therapist's private practice, the service refers to the range of professional offerings and interventions provided to clients during therapy sessions. This includes the various modalities, techniques, and methodologies employed by you, the therapist, to facilitate growth, healing, and personal development. Services may encompass individual therapy, group therapy, couples counseling, workshops, and other forms of therapeutic support tailored to meet the client's needs.
Therapy Approach
A therapy approach refers to the overarching philosophy, methodology, or framework that guides your work with clients. It represents your theoretical orientation, values, and beliefs about human behavior and change. Different therapy approaches include cognitive-behavioral therapy (CBT), psychodynamic therapy, humanistic therapy, dialectical behavior therapy (DBT), and many others. The approach informs how you understand and address clients' concerns, as well as the techniques used to facilitate growth and healing.
Therapist Personality
This entails the personal traits supporting your therapy approach and value proposition, such as empathy, warmth, authenticity, and compassion.
The primary focus of your website should center on clear, explicit communication of the Value Proposition, showcasing the tangible benefits clients can expect. I advise therapists that around 80% of their website copy should focus on propelling this value proposition forward. The remaining 20% serves to bolster this central message.
Shouldn’t my website be about me?
Centering the website content solely on you, your credentials and your achievements can overshadow the client's needs and goals. It may come across as self-focused rather than client-centered. Clients visit therapy websites to find solutions to their challenges and understand how therapy can benefit them. A focus on the therapist alone can leave clients wondering, "But how does this help me?"
Instead, keep the spotlight on how your approach benefits clients and meets their unique needs. Describe the outcomes clients can expect from therapy, the skills they will gain, and how their lives will improve. This client-centered approach shows that you understand their struggles and are committed to supporting their growth and well-being.
Implicit Versus Explicit Language
I mentioned that I will help you subtly weave your approach and personality into your content while ensuring that the benefits of the service take center stage. This involves using implicit and explicit language.
Implicit communication involves conveying messages indirectly, relying on subtle cues and context for understanding. In contrast, explicit communication is direct and straightforward, leaving no room for ambiguity. In this example, I use both explicit and implicit language:
Imagine waking up to clear mornings, free from the lingering haze of yesterday’s binge. Each day unfolds with energy, vitality, and purpose. Together, we'll uncover your inner resilience and shed the chains of alcohol's grip. Your relationships will flourish, grounded in honesty and trust - no more masks or lies. I'll guide you as you release the urge to escape, fostering skills to connect deeply with yourself and those around you. Your journey towards a vibrant, alcohol-free life begins now.
If you’d like to learn more about how to write a great Value Proposition, I’ve provided a link at the bottom of the page.
Not only is it clear what the client would gain from therapy, but you can easily describe this therapist as supportive, empathetic, and motivating. The client would feel seen and understood by this therapist and could tell that they are an expert on addiction because they talked about the “chains of alcohol’s grip” and the “masks and lies” that alcoholics rely on to continue drinking. The therapist’s optimism will appeal to someone seeking help for something they feel they don’t have control over.
The therapist did not explicitly say they are supportive, empathic, knowledgable, optimistic, etc., but they implied these things through the tone and message.
See how that’s done?
Now let’s practice! Here is how to weave aspects of your personality, style, and approach into your content without explicitly stating them.
Sharing Information About Yourself - Subtly
Before reviewing the strategies for implicit communication, start by pinpointing what you want to convey implicitly. List adjectives and phrases reflecting qualities you wish to showcase. Do you want to share aspects of your personality that you think your ideal client would find appealing? Do you want to communicate a particular style or approach that your ideal clients would be attracted to?
You don’t need to reveal every one of your redeeming qualities - though I’m sure you have many of them. More isn’t better - it just dilutes your main message - so try to stick to just a few qualities.
Here are five ways to communicate aspects of your personality and approach into your copy.
STORYTELLING
Share anecdotes that embody your approach without explicitly stating it. For instance:
As a single mom, I know the weight of unrealistic expectations and the constant battle to do it all. I remember striving for perfection and feeling guilty for falling short. It wasn't until I got curious about my need for everything to be perfect that I began to see a different path. I didn’t have to be supermom. My “mishaps” weren’t failures - just lessons.
As your guide, I offer a shared experience and path to a more liberated version of motherhood. Together, we'll navigate the complexities of being a single mom with humor, curiosity, and a healthy dose of irreverence. It's time to let go of the impossible standards and be realistic. Imperfection is embraced here, and 'good enough' parenting is celebrated. Your path to self-acceptance and peace begins here.
In this story, we see the therapist brings empathy, interest, and openness to their work. Their style appears to be inviting, encouraging, uplifting, and cheerful.
TONE
Creating a specific tone in your website copy can help you convey additional messages. This involves defining the voice of your persona. Is it warm and empathetic, professional and authoritative, or friendly and conversational? Your tone should reflect the personality traits you want to convey.
Next, tailor your tone to resonate with the emotions and needs of your target clients. Are they seeking comfort and understanding? Or are they looking for motivation and inspiration? Understanding your audience helps you strike the right emotional chord. You can use descriptive language and metaphors to paint a vivid picture of the therapeutic journey. This helps create an emotional connection and enhances the impact of your message.
LANGUAGE
Using active verbs and a first or second-person perspective creates a sense of immediacy and connection with the reader. Active verbs propel the narrative forward. By using "I" or "you," the words become more personal, directly involving the reader in the conversation. This approach makes the content more relatable, engaging, and persuasive. For instance,
I aim to help you take charge of your life, unveil the hidden strengths within you, and unlock the doors to a brighter, less anxious future. In our sessions, I’ll provide practical tools and insights to address your OCD symptoms with confidence. Together, we'll explore your anxiety and empower you to make meaningful changes. I'm here as your guide and ally, offering support, encouragement, and a listening ear. You deserve a life filled with joy, purpose, and fulfillment.
Active verbs such as "take charge," "unveil," "unlock," and "explore" create a sense of action and momentum. Using "you" and "I" directly involves the potential client and establishes a personal connection, making the message more engaging and compelling.
TRANSPARENCY & AUTHENTICITY
Transparency and authenticity in website copywriting involve offering genuine glimpses into your values, beliefs, and personal experiences as a therapist. This strategy fosters trust and connection with potential clients by demonstrating openness and honesty. By sharing honest reflections and insights, you create a relatable and humanizing portrayal of yourself as a therapist. Clients are more likely to resonate with your message when they sense that you are genuine and transparent. Here’s an example:
Losing a loved one can feel like the world has shattered around you, leaving you adrift in a sea of emotions. It was during my darkest loss experiences that I learned the importance of allowing myself to feel the pain and acknowledge the void left behind. In our sessions, I’ll compassionately guide you through the complexities of grief and help you embrace the messy, unpredictable nature of the healing process. Together, we'll create a space where you can explore your feelings without judgment, honor the memories of your loved one, and uncover resilience within yourself.
In this example, we can see that the therapist values facing, acknowledging, and embracing painful emotions. They also value being a supportive guide who does not judge them when grief gets messy and unpredictable.
CONSISTENCY
If you want to convey reliability and trust on your website, consistency is key. This involves:
Using consistent colors, fonts, and visual elements throughout the site to create a unified brand identity.
Images and graphics should align with the overall theme and messaging, evoking the desired emotions.
The tone and voice of the content should remain consistent, whether warm and empathetic, professional and informative, or casual and conversational.
Organizing content with clear headings and bullet points helps visitors navigate easily, while a defined brand message reflecting values and therapy approach should be prominently displayed.
Contact information should be consistently available, reinforcing accessibility and reliability.
Regular updates maintain the site's relevance, showing dedication to providing valuable resources and care.
This cohesive approach ensures visitors feel confident in engaging with a practice that values professionalism and client well-being.
Pitfalls to Avoid: Clearing the Path to Connection
Using Jargon and Industry Language
Falling into the trap of using technical jargon and industry-specific language can alienate potential clients who may not be familiar with these terms. Clients seeking therapy are looking for clarity and understanding, not confusing terminology. Jargon creates a barrier to understanding and may make you appear inaccessible.
Instead, speak in clear, understandable terms that resonate with your audience. Use language that reflects how you would speak to a client in a session, avoiding unnecessary complexity. This allows clients to feel comfortable and engaged, fostering a sense of connection and trust.
Being Vague or Passive
Clients want to feel motivated and inspired to take action towards positive change. Using vague language or a passive tone can make your message seem unclear, uninspiring, and lacking confidence. It leaves room for misinterpretation and may fail to engage potential clients. It may even lead to skepticism and a lack of trust in your ability to help them.
Be direct and engaging, showing confidence in your ability to facilitate change. Use active verbs to convey a sense of energy and momentum. Describe your approach with clarity and enthusiasm, emphasizing the proactive steps clients will take toward their goals. This clarity and assertiveness create a sense of assurance and excitement, encouraging clients to take the next step.
Omitting Promises of Transformation
Clients seek therapy with the hope of making positive changes in their lives. However, if you avoid discussing the transformative potential of therapy, clients may become uncertain about what to expect. This omission could downplay your pivotal role in guiding clients toward growth. Given the common complaint of clients feeling that therapists simply "sit and nod," it becomes crucial to demonstrate a serious commitment to facilitating change.
To effectively convey this commitment, therapists should highlight the outcomes clients can achieve, the skills they will develop, and the support they will receive on their therapeutic journey. This balanced approach illustrates confidence in the therapist's ability to drive change while also acknowledging and respecting the client's active role in their personal growth.
In Conclusion
Crafting your therapy website copy with implicit communication requires a thoughtful blend of these strategies. By sidestepping common pitfalls and focusing on clear, engaging language that centers on the client's journey, you create a narrative that resonates, fostering trust and connection from the first click. Your website isn't merely a static page but an invitation to embark on a transformative journey together, guiding and connecting with those seeking your support and guidance.
What to learn how to write a killer value proposition? Check this out: How to Write a Value Proposition that Resonates With Your Ideal Client (+ 5 Examples)
