Three Things You Need to Know Before Writing Copy for Your Website

Copywriting is one of those things that, like clean air, drinkable water, and dry clothes, often goes unnoticed when things are going right. 

Often, we don’t even realize the effect that good writing is having on us . . . it is that good at doing its job. 

The next time you casually click on a Facebook link, and then ten minutes later find yourself subscribing for a new service, ordering a new product, or clicking a button to “Learn More,” you might think it’s the graphics, or the video, or the product itself that managed to attract you. But, nine times out of ten, it was actually the copy.

That’s because words have tremendous power, and there is a reason that people, even those who are articulate and good writers, will hire a professional to write the text that will go on their website. And that’s because on a website you have so little time, and not much of the visitors attention, to coax them into actually taking action and not just clicking away. 

So, if you’re setting out to DIY the copy on your website, there are five fundamental things you must figure out before you get started.

1)   Who are you talking to?

It’s been said before, but it bears repeating: if you are trying to talk to everyone, then you are actually talking to no one. You have to identify who the client is with whom you are trying to connect, and then talk to that person.  If you are a mental health professional who works with victims of trauma, then you are talking to victims of trauma . . . not parents who are searching for play therapy for their child. If you are a physical therapist helping women re-build pelvic floor strength after childbirth, then you are talking to postpartum moms, not men who have suffered a work-related injury. 

These are distinct groups of people, who are looking for vastly different things. Know who you are trying to connect with, and then write your copy for them.

2)   Use the Words that Your Patients Use

If there is one place where clinical, overly technical language does not belong, it’s on a website. The internet is a surprisingly intimate and informal place, and website visitors expect to be spoken to as friends – not as professional colleagues. Even more than that, clinical terms may be confusing or off putting to potential patients. They may not know or be able to articulate what problem they are facing. They may not want to feel labeled or may not be ready to admit the challenges that they need to overcome. Even worse, they may be suffering from having powerful negative feelings about the conditions that they are seeking help for.

Rather than saying, “I treat people suffering from depression, anxiety, and post-traumatic stress disorder, ” why not say: “I help people who feel numb, overwhelmed, and persistently down, to unlock their inner potential for hope and happiness.” The first description would turn many people away. The second is hopeful and empathetic and empowers the reader to move ask for help without shame.

3)   Don’t Say Too Much

It can be tempting to go into a lot of detail when writing copy for your website. After all, your practice or business is something you are deeply passionate about. Your life’s work! Something you went to school for, worked hard for, and spent a long time working towards! It is no surprise that you have a lot to say.

But the truth is that in the world of web design and website copy, less is definitely more. This is because website visitors are goal oriented. Unless you are offering an online course, they have something that they want to get out of visiting your website, and too much text just becomes white noise that they scroll through in search of something to click on. So, write the things you want to say out on paper. And then cut as many words as you can. Then come back the next day, and cut more words.

The process of crafting and targeting the copy for your website may take a real investment of your time, but in the end you’ll end up with something that truly communicates what is most important to your client, and helps your business thrive. 

If you'd like more support as you work to create a powerful website, visit our website for more information about how we can help your practice thrive online!

#webdesign. #therapistmarketing.