How to Write Value-Driven Copy on Your Practice Website
What's the #1 complaint clients express about their experience with previous therapists?
"She was a good listener, but that's about it."
"He didn't really offer me any tools or strategies."
"I didn't learn anything. I felt like I just vented for an hour."
"It was nice to talk to someone about my problems, but I can do that with a friend."
Clients want more than someone who listens. They want insight, perspective, strategies, skills, inspiration, and guidance. They come to therapy because THEY WANT CHANGE.
When you're writing your website copy, don't tell your potential clients that you're "nonjudgmental" or that "this is a safe space," or that you're a "compassionate listener." Those are the expected qualities of a therapist. There’s no need to talk about them.
Also, in those statements, you trying to sell therapy. Clients don't want therapy. Clients want the outcomes of therapy.
Sell the results.
Clients need to know that the value of the service you are providing. They want to know how their lives will be different if they work with you.
It's like a firefighter telling you that they will respond to your house fire. Duh. That's what firefighters do. You want to know that the fire will be put out and that your house, your family, your pets, and all your precious belongings will be saved. That's the VALUE the firefighter brings to your life.
How to Write Value-Driven Copy on Your Website
Here’s an easy-peasy way to get all the content you need for writing values-driven copy:
Use the following categories to make a list of all the things that will be different about your ideal clients’ lives if therapy is working for them:
Their relationships
Their health
Their career (or another role, like parenting)
Their recreational/leisure activities
Identify what they will start doing, what they might stop doing, what will look different, how they might feel, what they may accomplish, and/or what will improve.
Now, take what you’ve written and summarize it. Transform those words into concise website copy that speaks directly to your ideal client. Clean it up by removing any industry jargon. Re-word your phrases so they sound like something your ideal client might actually say.
That’s it! Now you have value-driven copy that will have your ideal clients calling you up ASAP!
High Five Design Co
High Five Design Co. by Emily Whitish is a design and digital marketing company in Seattle, WA. I specialize in custom One-Day Websites, Website Templates, and Content Writing Guides for therapists, counselors, and coaches.