Therapist Website Copy That Doesn’t Say Much (And What to Say Instead) - Part 2 of 2
If Part 1 was about ditching the most overused therapist phrases out there, this post is about calling out the copy that’s just… fine. Not wrong. Not offensive. Just incredibly blah.
Didn’t read Part 1? Here it is: The Ultra-Overused, Empty Therapist Website Phrases (And What to Say Instead)
In this final post of the two-part series, we’re looking at two big buckets of language that might be quietly holding your website back:
“This Could Be Any Therapist” Copy – Phrases that are technically true but so generic they could live on any therapist’s website.
Inspirational but Overdone Buzzwords – Trendy, vague, or overly poetic phrases that sound nice but don’t say anything real.
Let’s break them down, figure out what you’re actually trying to say with them, and give you better ways to say it.
“This Could Be Any Therapist” Copy
These phrases might be true. They might be kind. But they’re not doing the heavy lifting of helping your client feel connected, understood, and excited to work with you. You don’t need to toss them all, but it’s worth asking: could this sentence be on a thousand other websites?
1. “Meet you where you are”
What you're trying to say: You offer individualized, compassionate care that adapts to the client's needs.
Why it doesn’t work: It’s vague and overused. It also puts the emotional labor on the client to figure out what that means.
Instead, try:
“We’ll go at your pace—no pressure, no overwhelm.”
“Whether you’re totally lost or just need a nudge, we’ll start from there.”
“If you’re somewhere between ‘holding it together’ and ‘hanging by a thread,’ that’s a perfectly fine place to begin.”
“Wherever you are—confused, overwhelmed, or just tired—we can work with that.”
2. “Your feelings are valid”
What you're trying to say: You want clients to feel seen and affirmed.
Why it doesn’t work: It’s a little therapy-jargon-y for some folks, and it’s so common it’s lost impact.
Instead, try:
“You’re not overreacting. You’re responding to something real.”
“It makes sense that you feel this way.”
“You don’t need to justify your emotions here.”
3. “A safe, nonjudgmental space”
What you're trying to say: You create a welcoming and accepting environment.
Why it doesn’t work: Everyone says this—and unfortunately, not everyone means it. It’s not enough to state it; show it.
Instead, try:
“Say the quiet part out loud. I’m listening.”
“You don’t have to shrink yourself here.”
“No filters, no judgment. Just you being real.”
Or better yet, try focusing less on your approach and more on what the client will gain from working with you!
4. “Live your best life”
What you're trying to say: Therapy helps people feel better and live more fully.
Why it doesn’t work: It sounds like a Pinterest quote on a coffee mug. What does “best” even mean?
Instead, try:
“Let’s help your life feel like yours again.”
“More ease. More energy. More of what matters to you.”
“We’ll figure out what a good life looks like for you.”
5. “Find your true self”
What you're trying to say: You help clients connect with their authenticity or values.
Why it doesn’t work: It’s abstract and kind of existential in a way that may feel overwhelming.
Instead, try:
“Let’s get back to the you that feels most like you.”
“You’re not lost—you’ve just been surviving. We’ll reconnect with who you are underneath it all.”
“This isn’t about changing who you are. It’s about remembering who you are.”
6. “Healing is not linear”
What you're trying to say: The process is full of ups and downs and that’s normal.
Why it doesn’t work: Clients may not know what “linear” means in this context—and it doesn’t offer much hope.
Instead, try:
“Progress might feel messy—and that’s okay.”
“We’ll celebrate your wins and get through the setbacks together.”
“It won’t always feel like a straight line, but you will move forward.”
7. “Discover your inner strength”
What you're trying to say: You help clients build resilience and self-confidence.
Why it doesn’t work: Feels like a line from a self-help book. It doesn’t feel personal.
Instead, try:
“You’ve been stronger than you know—let’s tap into that.”
“We’ll build your confidence from the inside out.”
“You’ve gotten this far. Imagine what’s next when you have support.”
8. “Take the first step”
What you're trying to say: You’re inviting the client to reach out or start therapy.
Why it doesn’t work: It’s a bit generic and lacks personality. You can do better with your call to action!
Instead, try:
“Not sure where to start? This is it.”
“Let’s make this easier—reach out when you’re ready.”
“Ready-ish? That’s enough. Let’s talk.”
9. “Empower yourself”
What you're trying to say: You want to help clients feel more agency and control.
Why it doesn’t work: Feels a little forced—like a motivational poster from the 2000s.
Instead, try:
“Let’s get you back in the driver’s seat.”
“You already have the power. Therapy helps you use it.”
“No more just getting by. Let’s help you take up space.”
10. “Work through your past”
What you're trying to say: You help people understand and heal from their history.
Why it doesn’t work: It sounds clinical and heavy without any support or clarity.
Instead, try:
“Your past doesn’t have to keep calling the shots.”
“We’ll make sense of what happened so you can move forward.”
“You’re not stuck. You’re just carrying old stories—we’ll rewrite them.”
Inspirational Buzzwords That Don’t Say Much
These phrases are often beautiful but lack substance. They’re popular because they sound warm and encouraging—but they rarely give the client anything concrete to connect with.
You don’t need to be poetic. You need to be clear, relatable, and human.
1. “Supporting you on your healing journey”
Too vague. Support how? Healing from what? Instead, be more specific:
“Whether it’s anxiety, burnout, or just feeling stuck—I’ve got tools that can help.”
“We’ll figure this out together. And I’ll be here the whole way.”
2. “Helping you navigate life’s challenges”
What challenges? What kind of help?
“From breakups to burnout, therapy can help you handle the hard stuff.”
“Life’s a lot. Like… a lot a lot. You don’t have to white-knuckle it solo.”
“Overwhelmed? Yeah, that checks out. Let’s make this feel a little more manageable.”
3. “Step into your power”
Unless you’re running a women’s retreat in Sedona, try:
“Let’s quiet the self-doubt so you can show up with more confidence and less apology.”
“Imagine trusting your gut and backing yourself—therapy can help you get there.”
“You’ve always had the power. Therapy helps you use it.”
4. “Break free from limiting beliefs”
Try this instead:
“Let’s untangle those thoughts that keep holding you back.”
“You don’t have to believe every story your mind tells you.”
“Our minds can run on outdated software too long—Let’s rewrite the code.”
5. “Find balance”
Feels like a myth, doesn’t it?
“Let’s make life feel a little less overwhelming.”
“More boundaries. More breathing room. Less burnout.”
“Imagine a week where you’re not running on fumes, where your to-do list doesn’t win, and you finally have time to breathe—and maybe even laugh a little.”
“Let’s find a rhythm that works for you. One where you’re not constantly choosing between rest and responsibility.”
6. “Invest in yourself”
It’s true… but it also sounds like a pitch for a luxury skincare line.
“You’re worth the time it takes to feel better.”
“This is for you. Not your boss, your partner, or your parents.”
7. “Helping you thrive, not just survive”
Try something more tangible:
“Let’s get you past survival mode.”
“You deserve more than just ‘getting through the day.’”
8. “You deserve to be happy”
Yes, but what does therapy have to do with that?
“We’ll work on the stuff that’s been getting in the way of your joy.”
“Let’s figure out what happiness looks like for you.”
Time for a Copy Check
Let’s wrap this up with a quick exercise. Pull up your website and ask:
Does this sound like something any therapist could have written?
Could I make this feel more human, specific, or personal?
Can I show (not just tell) how I help?
Website copy doesn’t have to be poetic. But it should be personal.
If you need help? My website templates come with a Copywriting Guide that helps you write copy that sounds like you—and connects with your ideal clients.
👉 Check out the Template Shop here!
This is the final post in my two-part series on therapist website copy. If you missed Part 1, go back and read The Ultra-Overused, Empty Therapist Website Phrases (And What to Say Instead). These two posts together will help you write copy that feels warm, real, and totally you.
Let’s make sure your website sounds as human and helpful as you actually are.
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