Most therapy websites look and sound the same. They don't convey the unique therapeutic presence of the person behind the private practice—the human being who is able to help clients who are in pain. Your private practice website should radiate your authentic therapeutic self like a beacon, so that your ideal clients will find and recognize you.

Think of how you talk about your work to other therapists. The language you use is probably warm, passionate, inspired, excited phrasing that's unique to your personality and counseling style. Is this the same language that appears on your website right now?

If there's a disconnect between your genuine therapist self and the voice of your website, prospective clients will click away. But when your website accurately conveys who you are and what you do, clients will feel as if you've already started building rapport, before they even call you.

A great therapist website lets your ideal clients know how it feels to be with you so that they will reach out to begin that relationship.

You already know how to build rapport in session, and you can easily learn how to do it on your website.

I wrote this guide for therapists who want to do their own website copywriting but are not sure how to convey the essence of their therapeutic approaching, training, and therapeutic presence.

I'm a therapist in active practice myself, and I've compiled this information based on my experience in writing website copy for other therapists. Because of my counseling background, I understand that a therapy private practice has different marketing needs from any other type of service business.

You won't find any language in this guide about "activating pain points" or "sales funnels." There's no filler, no marketing lingo, and no learning curve — just step-by-step actionable tips to get you started writing the text for your website that will attract the kinds of clients you want.

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