3 Ways to Write a Better Website

Communicating with clarity and compassion is one of our greatest professional superpowers as helping professionals.

That said, when it comes to translating this strength to the words on our websites, our professional directory profiles, and our bios and “about me” pages, many of us struggle. 

Fortunately, it’s not too difficult to meaningfully connect with the clients you’re trying to reach online. The key is to try to replicate an actual in-person conversation by using conversational copy.

Here are three key principles to keep in mind as you’re writing for your website and other online homes. 

Speak to one person

One of the most potent shifts you can make with your copy is to direct it specifically toward the reader. Too often in an effort to attract as many prospective clients as we can, we revert to a general style of writing that actually undermines the effectiveness of our websites and professional profiles. Here’s how this specificity looks in practice: 

First, know exactly who you’re talking to

Chances are, you’re capable of working with a wide variety of clients. Yet on a practical level, it’s virtually impossible to connect meaningfully with that many individuals through the words on your website.

Instead, by focusing on a particular subset of qualities that characterize the clients you’re best suited (and most delighted) to serve, you’ll be able to write with greater specificity and resonance. While this means your words won’t necessarily connect with everyone you could possibly work with, it also means you’ll connect more powerfully with your target clients.   

Then, make it about them

From our classroom education to our clinical training, we emerge from grad school having spent a tremendous amount of time reflecting on our own work. Combine this with our genuine enjoyment of the process, and it’s no wonder our copy tends to focus on discussing our approach to (and experience of) our work.

Unfortunately, this not only derails our goal of engaging the people we’re trying to reach—it also runs the risk of alienating them.

Effective copy approximates the personal connection we feel in an in-person conversation. By incorporating “you” language (so literally using the words “you” and “your”) and framing your descriptions from the client’s perspective, you’ll stand out as a provider who’s attentive to their experience and responsive to their needs.

Review your website copy or professional directory listing, and ask yourself the following questions. The answers here can help inform any new copy you craft, or any edits you may need to make to what you already have.

1. Is it clear who I’m speaking to with my copy? Does this draw in a specific subset of the population, or could this appeal to just about anyone? 
2. Am I addressing prospective clients directly, using you, your, etc.? Does my copy approximate an in-person conversation?  
3. Are my examples and descriptions centered around the client’s experience, as opposed to my own? Am I echoing their current struggles, highlighting their hopes for the future, and demystifying the process they’ll experience in therapy?

Limit use of jargon

It may seem to go without saying, but another key part of making your online presence more accessible is to literally make it more accessible. With so many professional terms swirling around in our brains, it’s inevitable that some of that therapy jargon will seep into our copy sooner or later. 

But, while this technical vocabulary might be meaningful in conversations with colleagues, it can be a barrier to clients who may not know what your words mean, and as a result, click to another profile. Jargon often represents an opportunity to simplify our language and help our message really connect with prospective clients. To limit your jargon in your copy, here are some steps you can take: 

First, identify instances of jargon in your writing 

To ensure your writing is accessible and meaningful to prospective clients, begin with a careful review. Seek the input of someone outside your field to note anything they’re not familiar with, or use an AI tool like Dejargonizer to assess your content and flag any jargon words or phrases.
In most cases, the language you use can be simplified to better connect with your intended audience. Do your best to revise and try not to be discouraged if you need a few drafts to get there. Clear and concise writing takes practice!

Be judicious about the jargon you do decide to use

While most instances of jargon can be simplified or eliminated entirely, there might be certain circumstances in which you find it valuable to use a specific term or phrase.

For instance, if you know that the population you’re trying to reach is already familiar with a jargon term and using this to search for support and other resources, it might make sense to include this language in your copy.

Or perhaps you’re creating content around a certain technical term. In these cases, it can be useful to highlight that word or phrase, and then define it using more accessible examples, metaphors, or other illustrations.

However you choose to approach jargon in your writing, the ultimate goal is to serve your clients well. Keep this in mind as you write and revise, and adjust accordingly along the way.   

Practice empathy

Of all the natural strengths we possess, empathy is perhaps the one we most take for granted. Yet, it’s an incredible asset when it comes to communicating with intention and care!

A simple strategy for infusing your copy with empathy is to consider the feelings, thoughts, and actions of the people who land on your site or directory profile. This will help you connect with their emotional state, deliver a focused and meaningful message, and invite a clear next step toward something helpful.

From your initial brainstorming to your final call-to-action, get in the habit of reviewing your writing and pausing to consider:  

1. How are prospective clients feeling when they land on my website or professional directory listing? Is this the feeling I’d like them to have, or do I need to adjust my copy?
2. What are the most important things they need to know about working with me? And as a bonus, what’s one way I can serve them (like debunking a myth or sharing a resource) whether or not they choose to work with me?
3. What’s one clear next step I can invite them into?

Your work as a therapist is rich and nuanced. Therefore, it’s only natural that you’d attempt to capture all that complexity in your online presence.

However, when it comes to connecting meaningfully with prospective clients, less is often more.

By taking the time to thoughtfully craft (and edit) your website copy or professional directory profile with simple, conversational communication in mind, you’ll be much more likely to stand out to the people you’re trying to reach and serve.

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