Do You Need A Professional Writer to Help With Your Website Content?

Do you need good content for your website, but you don’t feel qualified to write it or don’t feel like you have the time to make it happen? Are you worried that your voice isn’t going to be recognizable if someone else writes content for your specialty-pages-for-therapistswebsite? Do you realize that there are specific ways to write website copy that encourage people to call you, but you don’t know how to do it? At CounselingWise, we can help you with website content problems.  If you feel like you don’t have the marketing savvy-ness or time to write your own website content – don’t worry! We have a trained group of well-qualified writers with extensive experience writing for therapy websites. We can help write your specialty pages and/or free reports for you as well as provide strategic search engine optimization (SEO) to help potential clients find and stay on your counseling site. We understand that in order for you to stand out for a specialty in your field, your specialties must be presented well on your website. The key to effective website content is all about how it is written. We have developed a 7-Point Marketing Message approach to copywriting for psychologist websites, and we have written numerous informational reports and quizzes that our clients use to invite opt-ins to their email lists. To learn more about our proven approach to writing for counseling websites, watch the webinar replay below. Our strategic writing resources and services can help you connect with your potential clients on a much deeper level, increasing the likelihood that they will pick up the phone and give you a call.

Click here to read a summarized transcript of the above webinar replay

Lacking Confidence in Your Writing?

Learn How to Write Quality Website Copy

By Becky DeGrossa

Last year we surveyed therapists asking them about their biggest problems and concerns they faced when marketing their practice online, and here’s what they had to say:

How do I communicate to a potential client?

                                                 How do I write with a marketing bent?

                         How do I write specialty pages? 

                                                 I love to write, but writing copy is difficult!

 I question how my presentation is to others. I can’t see myself as my clients would see me.

Does this sound like you? We found that the biggest problem therapists face with their online marketing is creating quality content for their site.

And in fact, content is one of the most important elements of building a successful therapy site. I know that writing isn’t easy. It’s taking your ideas and making them public for your peers, potential clients, friends and family, everyone to see. I remember how I felt when I was new to the field. I wondered, what do I have to say that’s new? Everything I could say has already been said before. How can I really impact my readers? It was unfamiliar territory to me. And I know exactly how you feel.

That’s why I’ve made this webinar: to help you with the most important foundational element you need to start marketing your practice online: writing specialty pages.

The specialty page enables you to speak directly to your potential clients about their primary issue and how you can provide help.

In the industry, there’s a lot of different terminology used to refer to the specialty page: marketing message, website copy, sales copy, and copy. If you hear any of these terms being used, they are referring to the specialty page.

Why do you need specialty pages?

If you write a decent specialty pages, you have the opportunity to rank well for that particular topic in an organic Google search. For example, if a user were to click on your link after searching “depression Denver” in Google, it would take them directly to your page about depression. This is called a landing page. In this case, the user shouldn’t have any doubts or questions about where they’ve landed. You want to cast a net to your reader that says, you’re in the right place.

How to make that happen…

 Make sure you have a full page for each issue and population that you treat. For example, you if you treat anxiety for teens and adults, you will want to have pages for each.

Each page should have a captivating headline that immediately addresses your client’s concerns. You want to structure your copy with headlines to guide readers through the page, as well as images that speak to your clients and services. Most readers scan a page first to make sure it’s relevant to them, and then they go back and read thoroughly.

Make sure your pages are between 900-1200 words. I know that’s a lot more than most therapist write, but hitting that length will help you rank well in Google.

The good news is that you’re already gifted in being able to talk to people about what they’re going through. There’s a lot of people out there who cannot imagine how other people are feeling or how to reach them. But you know how to do this. You’ve made a career of this! The entire time you’re writing your message, imagine someone is coming in for a consult, and talk to them as if they are sitting right in front of you. You don’t want these messages to sound like a sales pitch. You want to address your potential clients’ needs personally.

 7 Easy Steps To Ensure You’re Writing Quality Copy

 At Counseling Wise, we’ve created a 7-step marketing message structure to help you write impactful website copy.

This is the system we use when we’re writing website copy for our clients, and we’ve seen it work over and over again.

  1. Problem
  2. Solution
  3. Explanation
  4. Identify and answer objections
  5. Proof
  6. Uniqueness
  7. Call to action

To get started writing your website content, we recommend that you complete our Dig Deep Exercise. This exercise allows you to identify your client population, what their issue is and how you can provide help and hope. You can download the Dig Deep exercise here:

The Dig Deep Exercise

When you’re answering these questions, be vulnerable—feel the feelings your client feels so that you can relate to them. You want to make sure that each section is completed honestly, and just the way you want it.

1. Problem

Although all of the questions are helpful, the questions you want to spend the most time are:

What keeps them awake at night, worrying, in pain of just frustrated, lying in bed, eyes open, staring at the ceiling. Take you to that place where you’re the fly on the wall, watching them.

 What is their single biggest problem related to what you offer that causes them the most pain or frustration.

 What do they secretly, privately desire most? Become your potential client and finish this sentence, “If I could just ______.”

 3. Solution

You want to give your potential client hope that healing is possible. This is not about how you work, your modalities or your philosophy, but rather a place for you to introduce the benefits of therapy and to express confidence that healing is possible.

3. Explanation

Normalize your client’s experience so that they know they aren’t alone. This is also a place for you to agitate the problem and provide trust. This is your opportunity to say; hey, I know what you’re going through and help is available.

4. Objections

I know it may be counterintuitive to bring up your client’s objections to coming to therapy, but bringing up your potential clients’ resistance, fears and objections makes you seem more credible and relatable. You want to consider the top three objections your client population has or could express about receiving therapy services, name them, and address them.

5. Proof

Offering your clients social proof i.e. testimonials from other professionals, other clients, etc. increases trust and credibility.

6. Uniqueness

Now that your potential client has read your page and they understand the benefit of therapy, you don’t want to them to shop around for someone else. Call out what makes you unique. What’s your experience in this field? Do you have life history as it pertains to this issue? What’s your demeanor? Will you laugh cry along with your clients, cry with them? Show them who you are.

7. Call to action

Now that your client has read through your page, tell them exactly what to do next. Encourage them to call for a free consultation. Provide a free report download that requires an email address so that you can stay in touch. You don’t want them to read through your entire page and then leave.

Follow these steps you will start to see your website traffic convert to phone calls! If your site is currently getting a lot of traffic but you’re not getting any calls, that means your website copy needs work. If you would like feedback on your website copy, you’re welcome to try out our editing services. We have a trained staff of professional journalistic writers who can give you feedback on your pages, or, if you don’t have time to write your pages, we can setup an interview and write your pages for you.

Now you have all the information you need to start writing quality website content; it’s just a matter of you taking the time to write. If you’re reading through this and have other concerns with your website, please contact Curtis in the contact window at

Thank you!

Replay of webinar

PLEASE NOTE: Prices mentioned in the webinar are subject to change. Please refer to the specialty page for current pricing.

Here is the Process:

The process when writing for psychologist websites involves the following:

  1. Phone interview with YOU. One of our trained writers will schedule a phone interview with you to ensure your message content and tone is unique to you.
  2. Writer develops your specialty page. Once you complete the interview, your writer will start writing your specialty page using our proven 7-Point Marketing Message approach.
  3. You give feedback on your message. Once the writing is complete, you give feedback on your content. Two rounds of revisions are included in the page fee (additional rounds of edits are billed hourly).
  4. Final edits are made.
  5. We send you your completed specialty page (so you can upload it to your site, add images, and format the page).

For a small additional fee, if you have a Squarespace or WordPress site, we can find images for you (or use images you provide to us) and upload and format the page with optimized images and with your SEO fields. Please let us know if you want these services on top of the writing service.

How much does this cost?

Our fee is $300 per marketing message (what we like to call a specialty page) when we are copywriting for therapy websites. A typical marketing message (including the interview) takes anywhere between 5 and 7 hours.

How long will this take?

After an interview is conducted, you can expect to see the first draft of your specialty page within about 7-10 business days. In some cases and depending on how quickly you are able to respond, specialty pages may take longer to complete. If you are in a hurry and need content fast, we will do our best to accommodate your desired timeline.

How do I get started?

If you are ready to add quality content to your website, content that turns potential clients into REAL clients, simply click the ‘Get Started’ button below. The fee to get started is $300, which covers the interview, the writing of the page, optimization of the content and up to two rounds of edits. Any additional time spent writing or editing your content will be billed at $55 per hour.

Do you provide resources or editing so I can write my own content?

You may wish to create your own content, but you aren’t sure where to start or how to write in a way that will reach and engage potential clients. Maybe you feel confident in your writing skills, but you would like guidance and support as you learn the nuances of copywriting for counseling websites. We offer a wide variety of therapy writing resources, including webinars and our one-of-a-kind Specialty Page Blueprint, to help you write and optimize your own specialty page content. You can develop content that follows our proven 7-Point Marketing Message approach, helping potential clients find and connect with your message. By using language your potential clients are searching for and can understand, you increase your site’s visibility and make your content more accessible. Individuals visiting the site can see that you understand what they are going through and that, with your help, relief, healing and growth are possible.

Due to the amount of writing we are handling, we are unavailable to edit client-written content. If you would like help developing a specialty page using content you have already written, you can purchase a flat rate specialty page and your writer can incorporate what you already have into a new, optimized marketing message.

To have one of our writers develop your Specialty Page/Marketing Message ($300 ea), sign up below:


To learn more and order a Specialty Page Blueprint to write your own content ($47), click here.

If you have questions about copywriting for therapy websites or any of our writing services, contact us today.

To find out more about building a quality therapy website, click here to find out what we do best. 

(Refund Policy: Once the services have been performed, no refunds will be provided.)