In this article I’m going to share with you five important elements your website should have in order to attract ideal clients to your private practice.
The Importance of Your Website & Private Practice Success
Your private practice website is one of the most important marketing tools that you posses.
When a potential client finds your name on Psychology Today or hears about you through another source, your website is probably the first place they’ll go to see if you are a good fit for them.
But if your website is not speaking their language or connecting with the people you want to serve, then this marketing tool is failing you.
There are a number of things you can do to make sure you let your potential client know that you understand them and you’re the best person to help them in their current situation.
Let’s talk about five simple things to include in your website to maximize conversions and get more of the clients you love.
Self-promotion is hard and it often feels awkward when we try to write copy for our websites.
So we often hide behind information.
I know I’m guilty of this in my own business.
It’s easier to share lots of information about your therapy practice than to say, with confidence, that your services can create change in a person’s life.
I see this a lot with the private practice websites I review.
A website will have tons of information about therapy, the clinician’s approach and details about specific issues you address in counseling.
These are all good things.
But the key is making sure that your website contains information that is the most important to your ideal client, delivered in a way that resonates with them.
For example, if you specialize in helping people overcome anxiety and the overwhelm in their life, you probably don’t want a novel of information on your homepage about the definition of anxiety and how you treat it.
Save that for a specific page that someone can get to only if they want more information.
For pages like your homepage and your about page (often the most-visited) you want to succinctly call out your ideal clients and the benefit you bring to them.
Listen to your current clients and how they describe their struggles and use their own words for marketing copy.
Doing so will let potential clients know they are in the right place when they land on your website and they will instantly feel connected; because you get them and the struggles they are going through.
It will also repel the clients who are wrong for you, which will keep you from wasting time with those who aren’t a right fit for your services.
Blogging is one of the best ways to attract your ideal client to your website and grow your traffic.
But your ideal client won’t show up to read your blog if there is nothing there of value to them.
Use your blog as way of sharing your expertise with your ideal client whether they become a paying client or not.
Listen to the issues and struggles of your current clients and begin keeping a list of topics you could discuss on your blog.
As you publish these blogs over time you’ll not only be giving your ideal clients more proof of your expertise, but you’ll be giving Google more content to crawl and more keywords to rank for.
Your private practice website content should take potential clients on a journey toward becoming a paying client.
They go from passively reading your content to getting to know you and your practice to finally deciding you are the one who can help them and reaching out to you to get started.
In order to get a potential client to take that next step with you, you have to give them the opportunity to do so.
People need direction.
So, give them a clear and simple call to action at the end of each page or blog post that will lead them closer to you.
Encourage them to take whatever next step you’d like them to take to move your relationship with them to a new level.
Many therapists like to offer a free 20-minute phone consultation while others give away a free resource in exchange for an email.
Here is an example of a call to action from a recent client:
Potential clients will see that eye-catching area on most of her pages and know exactly what to do to take the next step.
Don’t forget to keep it simple and only have one call to action on each page. Too many choices may overwhelm the user which may cause them to bounce off your website.
We launched my wife’s therapy website back in 2011 and began the process of growing her practice and trying to attract traffic.
When I look back at her traffic, through Google Analytics, I can see that even after all this time, her About page is still the second most-visited page after her homepage.
So once someone lands on her homepage, it seems they want to know more about her and how she can help them in their present situation.
I’m willing to bet that the same case is true for most of you reading this post.
The majority of people landing on your site want to know about you before they do anything with you.
Or, more importantly, they want to know if you can help them.
In therapy, we open up our lives and our hearts to strangers. It’s natural to want to find a person whom you can relate to and trust before beginning this journey.
Your about page can build that trust. It can give your potential clients the reassurance they need in order to take that next step and reach out.
Do your best to not just share about yourself on this page, but use words that identify your ideal client, the problems your potential client is facing and how you can help them solve those problems.
Let them know that you get them.
Once you start imagining your ideal client and the people that you really want to help the most, writing this page will come so much easier and your message will be so much clearer.
Your about page should not be just a bio of your life and accomplishments, but a story of how your experiences have equipped you to help your potential clients achieve the change they truly want to see in their lives.
Take a look at your current about page.
Do you identify who you help and the value your service can bring to their lives?
If not, spend some time reworking your copy and make sure you’re speaking directly to your potential client, meeting them where their at.
As humans, we crave connection.
This means we’re more likely to pay someone for a service if we feel a connection with them.
It also means we make quick judgements based on whether someone appears trustworthy.
A few years ago, when I was searching for my own therapist, I found myself looking at a number of Psychology Today profiles as well as websites for therapists.
If I didn’t see a professional headshot or a face I felt some sort of warmth or connection from, I just moved on.
Maybe I’m shallow… or maybe I’m just human.
But if I felt no sense of connection – if I couldn’t look into their eyes – it felt very scary to reach out to a stranger.
And if their photo was poor quality or looked like they cropped it from their favorite family photo?
I just didn’t take them seriously as a professional.
So, one of the best ways to create connection quickly with your website visitors and project yourself as a pro is to include professional photos of yourself.
Reaching out for help can be a scary thing for many people.
You can help relieve those fears by letting potential clients know that there is a warm, friendly human on the other end of the phone line or email.
You can take it one step further and have a video created where you speak to your ideal clients, share some of your personality and give them some shots of your office.
By the time they reach out to you they’ll already feel like they know you and have an idea of what it would be like to sit across from you in your office.
You can use the 5 tips above to make sure you have a website that’s going to attract your ideal client and convert them into a paying one.
So, how does your therapy website measure up?
Whether you’ve got all five of the above aspects nailed down or you feel like you’ve got some work to do – use the above to take a fresh look at your website and look for ways to improve.
Listen to your clients; the way they describe things, the problems they come to you for, etc.
Keep notes and you’ll always have a wealth of information and inspiration to pull from when you want to improve your marketing and serve your audience better.
Ready to attract MORE clients? Get FREE access to Daniel’s library of checklists, e-books and other resources, just for therapists by clicking here.
Daniel Fava, founder of Create My Therapist Website, teaches therapists how to create websites and attract clients online. After building a user-friendly website for his wife’s private practice and seeing the impact it had on her business, he became passionate about helping others achieve the same. Daniel offers web design services, consultations and online training to help you grow your practice. You can learn more by visiting www.createmytherapistwebsite.com