A road sign saying disappointment road to avert the dangers of outsourcing without planning

I’m often asked why I spend so much time writing copy for websites when ‘it doesn’t work for health-related businesses’.

It’s a common complaint I hear from the counsellors and therapists that I work with.


Picture of a man looking at social media wondering why his website isnt getting high traffic

Along with murmurings of “I got a new website last year but I haven’t had much contact from it”


“other websites always seem to be at the top of Google but mine never is, why should I bother?”.

It is crucial for every business, health related or not, to have an online presence.

A website is effectively your shop window that’s open 24 hours a day.

It tells the world what you do, and why potential clients should be interested enough to contact you.

And that is where most websites from the health and wellness industry fail.

I specialise in writing web copy for counsellors, therapists and other health related businesses, and I can tell you that the most common copywriting fail I come across is…

saying the same thing as everyone else.

This is so common amongst therapists and counsellors, that I’m genuinely surprised when I come across a website that’s a little bit different.

Look on Google for therapists’ websites, and you’ll usually come across a simple website with a few pages.

The home page is nearly always the same though, and can be broken down as:

  • hi, I’m a therapist
  • these are all the issues a therapist can help you with
  • contact me

 Put yourselves in the shoes of someone looking for a therapist.

Photo of someone using a laptop to find a local therapist

Let’s say that you are suffering from severe depression caused by the death of a loved one.

You find a website for a therapist local to you, and see that they can help you with depression

…but also, psychosexual health, infertility and abuse counselling.

“Well, none of them apply to me, I want someone who really knows what they are doing with depression” and you click away to find someone more suitable.

Potential clients want to know that you can help them specifically with their problem.

Girl using a mobile phone at a coffee shop

It’s the same for anything, really. For example, if you’re looking for a physiotherapist you want to be sure that they’re trained to treat your particular condition - sports physio is very different from that used for rehabilitation.

Therapy can assist many different people with many different concerns, but your clients aren’t particularly interested in everything you can do, or how you can help other people.

They want to have 100% attention on them and their needs.

Focus on what you do best and tell the world how good you are at it

If the majority of your patients are suffering from anxiety, or you have a particular interest in psychosexual health, then this should be your focus.

By specialising like this, you establish yourself as an expert in that particular area. and stand apart from the competition.

It doesn’t mean you have to stop working in the other areas of therapy, you’ll still get word of mouth referrals from your satisfied clients, but it will improve your website’s search ranking.

Thus, attracting the ‘right’ visitors to your page, and convert potential patients into actual clients. 

Any type of marketing, digital or traditional, should have a definite focus rather than a ‘catch all’ approach

One of the best ways of creating a strong website focus, and establishing your reputation in that particular area, is by having articles and blogs that delve further into the theme

Let’s say that you specialise in personality disorders.

You could have a series of articles, videos, or podcasts introducing each disorder, how they differ and the best approaches for treatment.

Your blog could go into further detail with case studies, training and workshops you’ve attended, and what you’ve learned from them – along with facts and statistics.

Tablet showing the 5 copywriting questions

​​Any potential client reading your website will quickly come to realise that a) you really do know what you’re talking about and b) are the right therapist to help them.

 So take a good look at your own website now and ask yourself –

Am I saying anything different than my competition?
Would a potential client be interested in me based on what they can read?

If the answer is a no or maybe, you probably have some work to do!
To arrange a free consultation with Words by Zoe, and find out how I can help turn your website into a marketing machine that really works, get in touch

About the Author Zoe Hughes

Zoe is an experienced content writer specialising in the health and wellness sector. Zoe now combines her writing skills with marketing and search engine optimisation to provide a complete content marketing solution to her clients.

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