Your private practice website is one of your most powerful tools for your business.
Whether your potential client finds you on Google, or they’ve been referred to you by a friend, their first impression will come from your website and so you want to make their website visit as impactful and meaningful as possible, to increase the chance of them becoming a paying client.
Not only are things like the design, the pages, and the features of your website all really important, there’s one thing that will truly make a difference…
– how you speak to your clients.
Your website should show that you understand your ideal clients, you know what problem they’re dealing with, and that you can help them navigate from where they are now, to where they want to be. The language you use is very important as this will help you to form an element of trust with your client before they step foot into your practice or book their first session. Here’s how you can make your website speak to your clients so you can grow your client base, help your ideal clients, and create your dream practice.
Use “Pain to Solution” language
In order to properly connect with your readers, you need to use THEIR language to show that you understand the position they’re in now, and where they want to be.
Write about specific problems they may be experiencing, and use language that they’d use when researching the issue on Google or when chatting with a friend. Talk about symptoms that they’re aware of and that they can relate to, and ask, “Where do you want to be?” or “What do you wish you could be/do/have?”
Speak to your ideal client
I’ve touched on this before, but it’s far better to be a specialist than a generalist. While you may offer a range of counselling and/or coaching services, focus on 1 or 2 that you specialize in, and really speak to your ideal client. Use personal pronouns like “I” and “you” so you’re speaking directly to your client and they feel like you understand their needs.
Share your why to build a connection
The counselling and/or coaching relationship is a very personal and intimate thing, so you want your clients to feel at ease with you from the very beginning. Share your why with your readers on your About Page so they can understand why you do the work you do, and whether your own experiences have led you to where you are. This is NOT about airing your dirty laundry…it’s about showing them that you understand where they are now and where they want to be. You want to show your expertise as well as your humanness, so that you can build a connection with your readers to encourage them to pick up the phone or send you an email to book their first session.
Do you need some help to make your website speak to your clients? If so, reach out to us today to talk more about how we can guide you to attract your ideal clients.