A Black male therapist sits at a desk, focused on typing on his computer. The image conveys professionalism, dedication, and a welcoming atmosphere, ideal for therapy or mental health-related contexts.

Imagine this: you’re visiting my house for the first time. As you pull up, you notice it looks just like every other house on the block—except one of my house numbers is dangling by a nail, the lawn has overtaken the walkway, and my Christmas lights are still hanging... in July. What would you think about me?

Maybe you’d assume I’m disorganized, not very detail oriented, or that I don’t care about your experience at my home. You might even wonder if you were at the wrong house!

Now, imagine a different scene. You arrive at my home, and it’s tidy and cared for. The yard looks nice, the house has unique touches that reflect my personality, and the moment you step inside, it smells incredible—like fresh flowers. Suddenly, you’re left with a completely different impression.

Your website is exactly the same. It’s your chance to make a strong first impression, showing potential clients that you understand them, pay attention to details, and care deeply about your work. But if your copy is riddled with small mistakes or lacks authenticity, it’s like showing up to greet someone with a messy front yard and a crooked house number.

Here’s the good news: with a few thoughtful tweaks, your website copy can feel polished, intelligent, and inviting—all while making the right impression on your ideal clients. Let’s break down the most common copywriting mistakes that might be holding you back and how to fix them.

The Core Problem: Therapist-Focused Writing

A lot of therapy websites fall into the trap of being therapist-focused instead of client-centered. You might be writing with your credentials, expertise, or SEO strategy in mind, but here’s the catch: your clients aren’t looking for impressive jargon or search engine tricks. They’re looking for someone who understands them.

Ask yourself: Does my writing address my clients’ concerns in a way they’ll understand? Does it feel warm and personal? When you start with the client’s perspective, your copy becomes more relatable, engaging, and ultimately more effective.

Credibility Killers in Website Copywriting

Let’s unpack the most common therapist-focused mistakes and how they can undermine your credibility.

1. Sterile and Overly Clinical Language

What It Looks Like:
Writing that feels cold, formal, or detached. For example:

“Our practice specializes in evidence-based interventions for a variety of mental health disorders.”
“Clients report statistically significant improvements in emotional functioning after completing our program.”

Why It’s a Problem:
This kind of language can make you sound like you’re writing a research paper instead of talking to someone who’s struggling and looking for help. It feels impersonal and unapproachable, which can turn potential clients away.

How to Fix It:
Write as though you’re having a conversation with a client. For example:

Instead of “We provide evidence-based care for anxiety,” try “I help people break free from the grip of anxiety and find calm in their daily lives.”

2. Saying Things Clients Don’t Say

What It Looks Like:
Using overly clinical or technical terms your clients would never use, like:

“Dysregulated emotional states”
“Self-efficacy”
“Somatic symptomology”

Why It’s a Problem:
If your language doesn’t match how clients describe their struggles, they won’t feel like your services are meant for them. They’re likely searching for things like “feeling stuck” or “can’t stop worrying,” not academic terminology.

How to Fix It:
Use the words your clients use. Think about how they describe their struggles during sessions, and reflect that in your copy.

3. Overuse of Clichés

What It Looks Like:
Relying on phrases that feel tired or generic, like:

“At the end of the day…”
“A journey of healing…”
“One step at a time.”
“You’re not alone.”

Why It’s a Problem:
Clichés make your writing feel lazy and unoriginal. Your potential clients might tune out because they’ve read it all before.

How to Fix It:
Be specific and authentic. Instead of "Let’s embark on your healing journey together so you can finally live your best life and become the best version of yourself," try “You don’t have to keep carrying the weight of everything you’ve been through. Right now, it might feel like life is a constant uphill climb—like no matter how hard you try, you can’t shake the fear, the overwhelm, or the sense that something is holding you back. Together, we’ll uncover what’s at the root of those feelings, work through the pain, and help you finally feel free to move forward in a way that feels lighter, more grounded, and full of possibility.”

4. Trying Too Hard

What It Looks Like:
Going overboard with your personality; using slang, swearing, or trying to sound too “cool”:

“I’m not your average therapist—I keep it real, no BS.”
"Hey, just so you know, I’m totally chill if you drop a few f-bombs in session—I might even toss one out myself! Come as you are, whether that’s in slippers, pajamas, or whatever. No judgment here; this is a safe space to be 100% you, no matter what!"

Why It’s a Problem:
It feels forced and inauthentic. Potential clients might question whether this is the real you.

How to Fix It:
Be yourself. If you’re naturally casual, it’s okay to write that way—but stay grounded and professional.

5. Keyword Stuffing

What It Looks Like:
Using the same keyword repeatedly in an attempt to improve SEO:

“Anxiety therapy is helpful for anxiety for women in Portland. Anxiety therapy at Embark Counseling help women who struggle with disorders.”

Why It’s a Problem:
It feels unnatural and clunky, and it can actually hurt your SEO rankings.

How to Fix It:
Write naturally, focusing on what your clients need to hear. Sprinkle in keywords where they fit organically.

6. Unnecessary Repetition

What It Looks Like:
Repeating the same point in slightly different ways within a short paragraph. For example:

"I help clients work through their anxiety so they can feel more in control of their lives. Anxiety can be overwhelming, often making even the simplest tasks feel impossible. But with the right support, it’s possible to regain that sense of balance and calm. Together, we’ll work on strategies to manage anxiety so it doesn’t feel like it’s running the show. My goal is to help clients move past the constant cycle of worry and stress so they can finally feel like they’re in charge of their own lives again."

Why It’s a Problem:
It wastes space and can bore your reader.

How to Fix It:
Edit ruthlessly. Stick to the main point and say it once, clearly.

7. Typos and Grammar Mistakes

What They Look Like:

Misused punctuation.
Subject-verb agreement errors (e.g., “Clients is struggling” instead of “Clients are struggling”).
Misusing “they’re,” “their,” and “there.”

Why It’s a Problem:
These errors make you look careless, which can make clients question your attention to detail.

How to Fix It:
Always proofread, use tools like Grammarly, and ask someone else to review your work.

8. Echoing

What It Looks Like: Repeating the same word or phrase at the beginning of consecutive sentences and using similar sentence structures throughout:

“I work with individuals who feel stuck in their careers, individuals who struggle to maintain meaningful relationships, and individuals who carry the weight of unresolved trauma. I work with clients seeking clarity in their lives, clients looking to build resilience in the face of adversity, and clients ready to explore patterns that no longer serve them. I work to create a space where vulnerability feels safe, where healing becomes possible, and where growth can flourish.”

Why It’s a Problem: This repetition makes your writing feel monotonous and unpolished. Using the same sentence structure repeatedly can also make the content harder to read and less engaging.

How to Fix It: Vary your sentence structure and avoid repeating the same word or phrase. This keeps your writing dynamic and holds the reader’s attention.

9. Overuse of "That"

What It Looks Like:
Using “that” unnecessarily in sentences, like:

“I believe that therapy is a space that can help you grow.”

Why It’s a Problem:
It clutters your writing.

How to Fix It:
Remove unnecessary "that"s for cleaner sentences:

“I believe therapy is a space to help you grow.”

Conclusion

Your website is an extension of your practice. By avoiding these common mistakes, you can ensure your writing reflects your intelligence, professionalism, and compassion. Remember, you don’t need to be a perfect writer—you just need to write with your clients in mind.