How to Write Great Specialty Pages for Your Therapy Website

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.
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’m writing this blog and you can download the full 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, 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. 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.

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 ______.”

2. 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.

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