What Therapy Clients Want to See When They Land on Your Website
The internet is a big and crowded place, so how can you stand out in front of your potential clients and, more importantly, how can you ensure they get all the information they need when they land on your page?
It’s easy enough to create a website today - hop on Squarespace or purchase a template, click a few buttons and you’ve got it - but to create one that’s informative, engaging, and helpful is trickier.
That’s why we’re here! To help you make the most of your corner of the internet, taking you step-by-step through the things you need (and the things you don’t) so you can engage your audience and ensure a seamless, enjoyable, and enticing experience that will get prospective clients queuing to book with you.
Before we get started, the basics of your website need to be up to scratch, so check the following things before you get going:
Are all the links working and directing to where they should be?
Is it loading quickly? Statistics show that if it takes more than 3 seconds for a webpage to load you’ll see a very high bounce rate, which means people will land on your site, get tired of waiting, and leave.
Do you feel it represents you well? This is a little more in-depth but, at the end of the day, you want your website to represent you and your practice honestly. Feel like you need a website refresh? Check out our templates or our Done in a Day service.
Once you’ve checked out the above, now it’s time to dive into all the things you need that will help to make your website one that people will remember.
Tip 1: Clients want to know whether or not you’re a good fit for them
To answer these queries quickly, share who & where you serve at the top of the page. When designing your website, there are two important things to consider. The first is that we live in a fast-paced society. People want and expect to be told information quickly and efficiently. The second is that people find it easier to connect and engage when they feel like you understand their unique challenges, which is why it’s important that your website tells visitors ASAP whether your website is the right place for them to be or whether they need to move on to find someone who is a better fit.
Things to consider:
Who is your demographic?
Do you have a niche?
Where do you serve people?
Do you offer an online option, solely in-person, or both?
Tip 2: Clients want to know what you offer and what sets you apart
As prospective clients journey through your website, they want to know what kind of therapy you provide and what you specialize in. While having a broad target audience can be beneficial and will enable those who aren’t sure what they need help with to come to you, having a good understanding of who your ideal client is will allow you to speak directly to their unique pain points and struggles through your website copy.
Tip 3: Clients want to know who you are
Quick preface - only disclose what you feel comfortable disclosing.
While it’s certainly helpful to share about your education and specialties, you might consider answering these questions as well:
Why did you pursue therapy?
What is your background in terms of other interests? This will help to make you more personable.
What do you love about what you do?
You can also talk about your approach - do you use specific tools and resources? Demystifying some of the therapy process can make prospective clients feel more confident to take that next step with you and schedule a consultation.
Tip 4: Clients want to see your face
We all know the saying “A picture is worth a thousand words” and it’s just as true here. Giving your potential client the opportunity to put a face to a name and make eye contact with you will help create a meaningful connection by increasing their sense of trust and making them feel more comfortable on your website.
Tip: Have at least one image of you smiling and looking directly into the camera. This style of image will be easier for your potential clients to connect with than an image of you looking off to the side.
Here are some examples:
Tip 5: Clients want to know how you can help them
This is arguably the most important part - what can you help them with and why should they choose you for therapy? When writing your website copy, focus on how your clients feel when they’re experiencing their challenges and how they could feel after the therapy.
What will improve for these clients? What will have changed within them? How might they see the world or their circumstances differently after therapy? What are the benefits of ongoing therapy or therapy for a particular struggle? Try to paint a picture of the difference in their life now to when they’ve had a few sessions with you. Honesty is of course crucial here - do not guarantee these changes, just show what’s possible.
Additional tips
The information on your website is really valuable, but so is its usability, which is why you need to ensure you have an intuitive and dynamic interface.
It’s also important to think about the customer journey - when they land on your homepage what do you want them to see? Remember, people like to know what you can do for them - and quickly - so ensure that your homepage navigation takes them to this information pronto. And, once they know how you can help, what action do you want them to take?
Book an introductory call?
Book in a session?
Fill out a form?
Call or email you?
Make it really, really clear what they should do - don’t make it hard to find or ambiguous. People like to be told what to do when they’re on a website, or else every page feels like a dead end.
Remember, many potential clients who land on your website may never have experienced working with a therapist before so it’s highly recommended to have a brief explanation of how your process works (this can be located on the same page as your ‘next steps’ described above).
With these tips and your own added flair, you’ll have an engaging and helpful website that leads people to book in with you. Simplicity and clarity are key, so try not to overcomplicate your website, instead stick to these basics and your future clients will be ready to say ‘yes’ as soon as they’ve been through your site!
