How to Write Therapy Website Content That Actually Connects (Beyond The Same Advice That's Everywhere)
You know your website content matters. But what should you actually say…and how do you make sure it doesn't sound like every other therapist out there?
If you're tired of generic advice and staring at a blank page, this guide is for you! Today I’m spilling 7 years worth of experience writing therapist website content, all in one post.
✨ Pro Tip: If you’re planning to refresh or build your site soon, grab my free Therapist Website Prep Kit. It walks you through everything you’ll need–from words, to photos, and brand style so writing your content (and actually finishing your website) feels 10x easier. Discover the Kit Here ->
Index
The 3-Question Client Clarity Exercise
How to Describe Yourself without Sounding Generic
Why your website content is falling flat
From Generic to Specific: Real Examples
The Emotional Journey Principle
Realistic Hope vs. False Promises
Website Structure for Overwhelmed Humans
Start With Who
OK, I know I promised advice you’ve never heard before, but this is one that bears repeating. You have to have a specific audience in mind when you’re writing! There’s no way around it.
Why many therapists avoid this step:
You’ll see a lot of therapists write like they're talking to everyone, and this comes from a good place! They just don’t want to leave anyone out. But there’s a cost to that. It means they're connecting with no one.
Your website should feel like a conversation with a specific person who needs your help.
Think of it this way: you wouldn't run a therapy session addressing "people in general." You're talking to the specific person sitting across from you. Your website copy should work the same way.
The Easy 3-Question Client Clarity Exercise
Think of a current or past client you absolutely loved working with. Picture them sitting in your office. Now answer these three questions:
1. What did they actually say about why they came to therapy? Use their words, not clinical terms. (They said "my partner and I fight constantly," not "we have communication deficits.")
2. What problems were keeping them up at 3am? Get specific about their daily struggles and fears right now (not what the will be after 6 months of therapy-right now, in the rawness of it).
3. After working with you, what could they do differently? How did their life tangibly change? You can think of how they felt differently, but make sure not to skip what they could DO.
How to Describe Yourself without Sounding Generic
Avoid these overused words:
Authentic
Empathic
Warm
Approachable
Friendly
Funny
Why are these words off-limits?
These are assumed qualities of any therapist. They don't differentiate you.
And instead of saying that you’re “funny”, use humor in your content and people will pick up on your humor–show don’t tell.
What to ask yourself to find some unique descriptors:
What would that favorite client you thought of earlier say you were like?
What do colleagues, supervisors or consultants say about you? (You could even ask them!)
What do you find yourself saying a lot in sessions?
What themes tie your work together? Or put another way, what is a North Star for you as a therapist? What changes do you hope to bring to your client’s life/the world?
Why does this work matter to you?
More Than Just a Thought Exercise: A Quick Reminder About What is Really at Stake
Here's what often gets forgotten in all the talk about niching down in marketing: having a clear focus prevents burnout.
Why? When you work with clients who aren't a good fit week after week, it wears you down.
Burnout isn't about “not doing enough self-care"—it's about feeling ineffective over time (which can happen when you are working with mismatched clients week after week).
Plus, a client who's a perfect fit for you already values your work, engages fully, and doesn't resent paying your fee.
Why Most Therapy Website Copy Falls Flat
OK, it’s example time. Here's the kind of content you might see on a therapy website:
Before:
I provide therapy for individuals struggling with anxiety and depression. I utilize evidence-based approaches including CBT and mindfulness techniques to help clients develop coping strategies and improve their mental health outcomes. My approach is warm and collaborative.
Now here's the same therapist with copy that actually connects:
After:
That knot in your stomach when you wake up at 3am, mind already racing about everything that could go wrong today? I get it.
You've probably tried to "think positive" or "just relax," but your brain doesn't seem to have an off switch. You're exhausted from feeling on edge all the time, and you're starting to avoid things that used to bring you joy.
I help anxious high-achievers like you learn to quiet that inner critic and actually enjoy your life again. No judgment, no "just breathe" platitudes–just practical tools that actually work.
Ready to feel like yourself again? Let's talk.
What’s the difference?
The second version speaks directly to someone's lived experience instead of hiding behind clinical language.
It uses “you phrases” more than “I phrases.”
It aims to connect with the client where they are before explaining how they can help
The "3am Client Test" (The Simple Shift That Changes Everything)
Here's the reality: most people don't search for therapists during business hours when they're feeling calm and collected.
They're Googling "therapist near me" at 3am when they can't sleep, or during their lunch break after a panic attack, or in their car after another fight with their partner.
The 3am Client Test asks: Would someone in crisis immediately understand that you can help them?
Let me show you what I mean with a real transformation from working with a real client of mine and how I helped her re-shape her content:
Before:
I specialize in working with individuals experiencing anxiety and relationship challenges. My approach integrates evidence-based therapeutic modalities to help clients develop healthy coping mechanisms and communication skills.
3am Client Test Result: Someone lying awake worried about their marriage would have no idea if this therapist gets their specific situation. It’s sounds professional, yes, but it also sounds disconnected.
After:
Your partner says you're "overreacting" but inside you feel like you're drowning. You love them, but every conversation seems to turn into a fight. You're starting to wonder if you're the problem—or if this relationship can even be saved.
I help couples who've lost their way back to each other find their connection again. Not through blame or taking sides, but by helping you both feel heard and understood.
3am Client Test Result: Someone in relationship crisis instantly thinks "This person understands exactly what I'm going through."
How to Apply the “3am Client Test” to Your Therapy Website
Start with their emotional reality, not your clinical assessment.
😐 "I treat depression and anxiety disorders."
🤩 "You're exhausted from pretending it's fine when inside you're falling apart."
Use their actual words, not clinical terms.
😐 "I help clients with attachment issues."
🤩 "I help people who keep choosing partners who can't meet them halfway."
Address their specific fears about therapy.
😐 "I create a safe space."
🤩 "You're worried I'll judge you for staying in your relationship or tell you to 'just leave.'"
Illustrate the life they want, not just reducing symptoms.
😐"I help reduce anxiety symptoms."
🤩 "I help anxious high-achievers stop second-guessing themselves and start trusting their instincts."
Why This Works So Powerfully
The 3am Client Test works because it meets people exactly where they are right now.
You're not jumping ahead to insights they'll gain after months of therapy, and you're not starting with your own clinical assessment of their situation.
You're building trust and showing expertise in a way that matters. Someone thinking "I keep choosing people who can't meet me halfway" will trust you infinitely more than if you'd listed your attachment theory training.
You're proving you understand the emotional heart of their struggle, and that's the expertise they're actually looking for.
Struggling to put your website into words?
🌻 Meet Bloomy–your Therapy Website Pal.
She’s made to helps therapists write their websites with clarity, ease (and zero tech overwhelm).
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From Generic to Specific: Real Examples
The difference between content that connects with people and content that gets ignored often comes down to one thing: specificity.
Let me show you some real transformations from my experience with therapist clients.
Transformation #1: Anxiety Therapy
Before: Generic
I help clients who struggle with anxiety develop coping strategies and learn to manage their symptoms through evidence-based approaches.
After: Specific
You're tired of your brain treating every email like an emergency. You want to stop rehearsing conversations that will never happen and actually enjoy dinner without your mind jumping to your endless to-do list.
I help anxious high-achievers learn to turn down the volume on that inner critic so you can trust yourself again. We'll work together to help you feel calm and confident–not just manage symptoms, but actually enjoy your life.
Why it works: The "after" version speaks to their actual daily experience, then shows the life they want, not just problem management.
Transformation #2: Couples Therapy
Before: Clinical and General
I provide couples therapy to help partners improve communication and resolve conflict using evidence-based interventions.
After: Emotionally Resonant
You used to laugh together. Now you're like roommates who occasionally argue about whose turn it is to take out the trash. You love each other, but you're not sure you like each other anymore—and that scares you.
I help couples find their way back to each other. Not through blame or taking sides, but by helping you both feel heard and understood so you can rebuild the connection that brought you together.
Why it works: It captures the heartbreak of lost connection, then offers hope for getting back what they miss most.
Transformation #3: Teen Therapy
Before: Parent-Focused and Vague
I work with adolescents struggling with behavioral issues and mood disorders to help them develop healthy coping mechanisms.
After: Teen-Focused and Real
Your parents think you're being "difficult," but really you feel like you're drowning and no one understands. Everything feels overwhelming, and you're tired of pretending you have it all figured out.
I'm here to help you navigate all of this without judgment. We'll work together to help you understand your feelings and find ways to cope that actually make sense for your life.
Why it works: It speaks directly to the teenager's experience, then offers understanding and practical help they can relate to.
How to Put Specificity into Action
Drop the clinical language (aka, no more leading with "evidence-based interventions")
Use client’s actual thoughts (e.g. "You're tired of..." instead of "Clients struggle with...")
Get specific about daily life (e.g. emails feeling like emergencies, becoming roommates)
Acknowledge their real fears (e.g. not being understood, relationships failing)
Bottom line: Write what they're thinking, not what you're thinking about their situation.
The Emotional Journey Principle: Meet Them Where They Actually Are
Here's another place where most therapy websites go wrong: they jump straight to hope and healing without acknowledging the messy, complicated reality of where someone is right now.
You can't skip the emotional steps. This is as true in writing as it is in therapy.
Someone who's been in an abusive relationship for three years isn't ready to hear "you deserve better." They're stuck on "maybe I really am the problem." Someone whose anxiety has kept them home for months isn't ready for "imagine feeling confident." They're thinking "what if I have another panic attack?"
Realistic Hope vs. False Promises
Part of what a therapy website can do it offer visitors hope. But what we never want to do is offer guarantees or false promises. Let's look at the difference between statements that instill hope and ones that go too far:
😬 False Promise (Too Big a Leap):
Therapy will help you overcome your anxiety and live your best life!
☺️ Realistic Hope (Meets Them Where They Are):
Right now, leaving the house feels impossible. Let's start with helping you feel safe in your own skin again. From there, we'll take it one small step at a time.
😬 False Promise:
I'll help you build the relationship of your dreams!
☺️ Realistic Hope:
You're not even sure this relationship can be saved. That's okay—we don't have to figure that out today. Let's start by helping you both feel heard.
What to Do Instead: The "Next Right Step" Approach
Instead of promising complete transformation, offer the very next step they can imagine taking:
👎 "Therapy will transform your life!"
👍 "Let's start by helping you get through the day without feeling like you're drowning."
👎 "You'll learn to love yourself!"
👍 "We’ll work on being a little gentler with yourself when you make mistakes."
👎"We'll heal your trauma completely!"
👍 "Let's help you feel more in control when those memories come up."
The beauty of this approach? You're not underselling your skills—you're building trust by showing you understand where your client is right now and making change feel possible rather than insurmountable.
Structure for Overwhelmed Humans: Make Your Content Scannable
Here's a reality check: someone visiting your website is probably stressed, overwhelmed, or in emotional pain (or reading your site on the bus on the way home from work).
Bottom line: They're not going to read every word you write carefully. Research shows people only read 10-20% of online content.
People scan.
So if your website is a wall of text, you're making it harder for people who are already struggling to figure out if you can help them.
The Scannability Checklist
✓ Break up your paragraphs. Nothing makes someone click away faster than a dense block of text. Aim for 2-3 sentences max per paragraph.
✓ Use bullet points liberally. Lists are easier to digest than long sentences.
✓ Write headlines that tell the story. Someone should be able to skim down your page and get the main points just from your headings.
✓ Bold the important stuff. Help key phrases jump out so scanners catch your main points.
The Two Types of Calls to Action You Need
Primary CTAs (Your Main Goal): These guide people toward contacting you. Put these everywhere–end of every page, in your main navigation, sprinkled throughout longer content.
Examples:
"Schedule your free 15-minute consultation"
"Get in touch to get started"
"Ready to feel like yourself again? Let's talk"
Secondary CTAs (For People Not Ready Yet): These help people who need more information before they're ready to reach out or help them stay in touch with you.
Examples:
"Learn more about my approach"
"Read about working with couples"
"See if we're a good fit"
“Subscribe to my newsletter”
“Join the conversation on Instagram”
“Download my free journal prompts”
How to Make It Easy to Say Yes
Remove friction wherever you can. Don't make people hunt around your website to figure out how to contact you. Don't bury your location in tiny print. Don't make them guess if you take their insurance.
Guide them clearly. After someone reads a page and thinks "yes, this is me," what do you want them to do next? Make it obvious.
Use simple language. Write like you're talking to a friend, not submitting to an academic journal. A 5th grader should be able to understand your website—not because your clients aren't smart, but because clear communication removes barriers.
Remember: confused people don't take action. The easier you make it for someone to understand you can help them and how to take the next step, the more likely they are to reach out.
A Writing Process That Actually Works (Plus How to Get Unstuck When Inevitably You Do)
Writing website copy isn't a one-and-done task. It's a process. And if you're expecting to nail it on the first try, you're setting yourself up for frustration.
The Step-by-Step Process
1. Start with your guiding words. Before you write anything, get clear on how you want to sound. Just create a simple list, nothing fancy, but really let yourself sit with it for a little while and remember, no wrong answers:
How do colleagues describe you?
How do you want to sound to readers?
What can people DO after working with you?
How do you want them to FEEL after working with you?
Pull 3-5 words or phrases from this exercise. These become your North Star when making writing decisions.
2. Write an outline. Just like in school, outline your Home Page, About Page, and Services Pages. (BTW, If you feel like you have no idea what you should put on each page, this is where I highly recommend starting with a Website Template and/or checking out this post What Pages Does Your Therapy Website Need (it explains what each page is for!))
3. Next, fill in what flows, skip what doesn't. Don't get stuck on one section. Write the parts that come easily first. You can always come back to the tricky spots.
4. Work on your headlines. Focus on short, scannable headlines. Someone should be able to skim down your page and understand what you do, who you help, and why you're different.
5. Cut the filler words. Every word should have a purpose. Be like a gardener deadheading flowers–trim what doesn't serve the main message (which is why someone would want to work with you).
6. Trim anything that’s “educational.” This might sound counterintuitive, but things that are educational make great blog posts or free resources, but they can bog down a Service Page like woah.
7. Get fresh eyes on it. When you've been deep in the writing, you lose perspective. Have someone else read it and tell you what they understood.
8. Publish it (even if it's not perfect). Your website is a living document. "Done" is better than "perfect." You can always update it as you grow.
When Writing Feels Impossible (Because We've All Been There)
Writing stuckness is real, and the first thing to know is: give yourself grace. Some days inspiration flows, others it's a slog. That's called being human.
1. Remember your why. Think about 1-3 goals for your practice. What will be different in your life when you reach them? When stuck, reconnect with this vision.
2. Remove all distractions. Close browser tabs, put your phone in another room, find a quiet space. Make it easier for your brain to focus.
3. Edit later, edit later, edit later. Just get thoughts on paper first, even if they're not good. (Expect them not to be good!) Don't worry about spelling or grammar initially.
4. Write like you talk. Conversational language flows more easily and is more effective online. Save academic language for academic papers.
5. Leave and come back. Give your brain time to process in the background. Sleep on it, then return with fresh perspective.
6. Remember people only read 10-20% anyway. Stop agonizing over every word choice. Most people are skimming, so focus on the big picture.
7. Say it out loud. Some people process better by talking. Use voice transcription, then organize your thoughts afterward.
The Bottom Line
You don’t need to be a copywriter to write a website that connects. You just need a clear structure and a few smart tools.
Start with the free Therapist Website Prep Toolkit to organize your ideas →
And if writing your therapy website still feels like pulling teeth, meet Bloomy: Your Therapy Website Pal.
Bloomy is a guided GPT writing tool I created specifically for therapists. It walks you through every section of your website with clear prompts that help you find the right words in your own voice.
Think of it as having me right beside you, minus the calendar scheduling and Zoom fatigue. 😉
Bloomy’s officially in early access mode, and my subscribers get first dibs.
