You have a website. You might have spent a fortune on it. It’s live, there on the internet BUT, it’s not bringing you the clients you were expecting. Why? What words should you be using on your website to make sure it’s doing it’s job and bringing clients to your diary?
Your website is the portal to your business. Yes, social media is massively important in helping you build a thriving therapy biz, but when people search for a therapist to help them, they usually do it on the internet and make a choice from the pages that appear there. So, are you showing up in a search and are your website words attracting clients or overwhelming them?
Are you showing up?
When people search they usually make a choice from the results that appear on the first page, so it’s really important that you do everything you can to end up on that page, but how…?
Register with Google my Business – this will bring your business up on a location map so clients can find therapists close to them. It’s really easy to do and it’s free so make sure you’re business is registered.
Is your page updated regularly – you need to be making sure you’re maximising your SEO (search engine optimisation – the chances of you ending up on that first page of an internet search) and having a website that’s regularly updated is one way to help that. A simply way to do that is to blog. Blogging is great for lots of reasons but, adding a new one to your website every week, fortnight or even month will help get your page seen.
Are your keywords working – keywords are the words people use to search for your help. I won’t go into masses of detail now, but if you try to work out what these are you can set these keywords on your website s,o that when they search your page will appear.
For both your blogs and your keywords have a think about what people will be searching for like ‘help with anxiety’ or ‘therapist in (your area)’ or alternatives to help with x, y, or z. By having keywords set up and writing blogs about these things it will mean your page is much more likely to appear on that front page.
What do they find when they get there?
A client has found your website, but what they are greeted with when they click on your page can be the difference between them booking into your diary or clicking away.
Can they find out who you are? You’d be amazed how hard it is to find out who a therapist is on their website. Their name, their gender, their picture. A client decides to book a session with you because they feel like they have got to know you, like what you have to say and trust that you can help them. They can’t do that if you’re hiding away. Who you are, how you can help and them and are there images and even videos of you on your website? Don’t hide in the shadows.
Are they met with word overwhelm? Hands up who has a website that lists ALL the things they can help with along with an explanation of how? I know that’s what I used to have. Maybe you have a list of all the training you’ve done, your qualifications, rows of logos from the CPD you’ve done, lists of acronyms and the bodies you’re accredited with.
This terrifies clients.
They won’t know what half of these things are, they might not know which therapy they want or which thing to choose and they won’t read lots of words, because these days we want things that are bite size and easy to digest. So, they don’t read and simply click away.
When I work with therapists and we work on their words on their websites they see such a difference in how well their website is working for them.
Remember, you only have about 7 seconds to grab someone’s attention and make them want to know more so you need to use that 7 seconds to get across clear and concise information about how you can transform their life, so that they want to look around and find out more.
Are you wasting space? Do you have a rolling banner across the top of your website with lovely calming images or the things you can help with? Do you have a contact me button on your home page? These are both examples of places where you can be using the space better and getting more out of it.
As I mention above, clients don’t want to read through lists of services you help with or have to work out what box/label to put their thing into, so why not use that space for something that will help. A banner with your photo on, your name and a short summary of who you’re helping or how you can help is a much more effective way to grab someone’s attention within that 7 seconds (and it’s really easy to create in something like canva.com).
And if you have that contact me form on your home page just think about whether clients would be ready to contact you after just finding you in an internet search…probably not, so why not use that space for something else? You can still have a contact me form as a menu option across the top of your page, but here why not have a ‘start here’ button or a ‘find out more’ button where you can lead potential clients to where you want them to go next – an about you page, your testimonials, your freebie. Somewhere where you can continue to build that know, like and trust factor clients need before they feel ready to book. Leading people around your site is a great way to help them stay there for longer.
Are you showing them why they want to buy? I get asked a lot about whether you should include prices and services on your website and my answer is it’s up to you, but just like listing all your services and qualifications can put clients off, so can giving them a list of price alternatives or options to choose from. So what does work? Having a sales page. This is a page that talks to potential clients about how they are feeling now, what has made them start looking for a therapist and how is their thing affecting them. Then it talks to them about how they wish life was, how would things be different without this thing etc. and then you explain that the way from where they are to where they want to be is YOU. Working with you will transform how they feel. This way it doesn’t matter on the therapy you use, it just matters that you can help them feel better. Sales pages have a HUGE impact on how full your diary is because people want to invest in getting that new feeling and they see that you understand how they feel and can help change that. When people get in touch you can send them the link and they can read more, doing away with those long free consultations.
Are you tracking your website’s health?
In order to know if your website is working you need to check it’s health regularly. Using tools such as Google Analytics or on WordPress sites plugins such as Count Per Day help show you how many people visit your site, whether they arrive and simply click away or stay and look around (this is your bounce rate), what pages they visit and lots more info. You should be keeping an eye on these figures each month and making sure your website is working for you and helping you show up in front of the people who are looking for your help right now.
There are people out there who will tell you that you need to invest 100s to get your website working for you but that’s not true. When you get some of these things in place and you make sure your website words are working for you then clients will start to connect and want to work with you.