Stop Writing Website Copy That Makes Your Therapy Clients Glaze Over

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‘But I need to show I’m qualified!’

I’ve heard this before from therapists when working on their website copy. And I get it – you’ve invested years in training, supervision, and collecting those letters after your name. Your credentials are important. 

But here’s the thing: your dream clients aren’t hunting for the most academically impressive therapist in town. They’re looking for someone who can help them feel less stuck, less anxious, or maybe just less alone. And right now? Your website might be speaking a language they don’t understand.

Trust me, as a therapy client I looked for someone who made me feel safe on their website, not bombarded with complex terms and jargon. And as a copywriter? I’ve helped therapists translate their brilliant, brainy expertise into website copy that actually connects. 

And let me tell you, there’s an art to breaking down complex therapeutic approaches without losing their essence. 

From surf therapy to somatic experiencing, I’ve seen firsthand how the right words can bridge the gap between professional expertise and human connection.

Let’s Talk About Late-Night Therapy Website Browsing

So, here’s what’s really happening when someone lands on your academic-sounding website:

A potential client opens their laptop at 11 pm, maybe after a particularly rough day. They’ve got multiple tabs open, each one on a different therapist’s website. They skim through your carefully crafted paragraphs about psychodynamic approaches and evidence-based modalities, and…

Click. Another tab closed. Another connection lost.

And honestly, even the most brilliant therapists struggle with this. You’re an expert at supporting clients, creating a safe space, and helping people heal and grow. But turning all that expertise into words your clients understand and connect with? That’s a whole other story. 

When someone lands on your website, they’re not just reading – they’re looking for signs that you get them. They want to know if you can help with whatever pushed them to type ‘find a therapist’ into Google in the middle of the night.

And sure, your training in CBT or other approaches is super important. But leading with the technical stuff? That’s like greeting an anxious new client with a psychology textbook instead of a friendly hello. 

What Your Dream Therapy Clients Actually Want to Learn On Your Website

Want to know the real questions going through your potential clients’ minds as they read your website? They’re not wondering about your specialized training or professional memberships. They’re asking themselves:

• Will I feel awkward telling them about my relationship issues?
• Can they help me stop having panic attacks?
• Are they any different from other therapists?
• Does their perspective on life align with what I want?
• Will they give me actual tools or just listen?

These are the questions your website needs to answer – even if your visitors never ask them out loud.

Sure, eventually your readers want to know a bit about your process. But they’re more interested in the impact your work has on them than theoretical talk. 

Consider ‘I help you identify and communicate your needs in relationships’ instead of‘I use attachment-based therapy.’  Or ‘I’ll teach you practical ways to manage anxiety’ rather than ‘I’m certified in CBT.’

Because here’s what matters most to someone considering therapy:

• That you get why they’re struggling
• That working with you feels doable (not scary)
• That you’ve helped others with similar challenges
• That you can explain things without making them feel dumb
• That there’s actual hope for feeling better

Think about it – when you’re hurting, you want to know someone can help. The exact method? That’s secondary to feeling understood and hopeful.

How to Write About Your Therapy Approach (Without Sounding Like a Textbook)

Write Your Therapy Website To Connect With Clients

Writing about complex ideas in a way that actually connects with people? That’s exactly what I learned getting my MA in History and working as a research assistant. 

Turning academic research into stories that made people care wasn’t just a skill for my resume – it shaped how I approach website copy today.

Because whether you’re explaining therapeutic modalities or historical theories, the same thing matters: making your readers feel something before you dive into the details.

And if your website isn’t quite hitting that sweet spot between expertise and connection? I’d love to help you turn those technical terms into copy that makes your dream clients think ‘finally, someone who gets it.’