Writing. We all know how to do it. As a therapist myself, I know that we are skilled, competent, educated writers. Heck, we all had to write 128,048,934 bazillion research papers in grad school, right?

However, writing sh!t that goes online… Now, that’s a whole different story.

That’s where copywriting comes in.

When I explain to someone who is unfamiliar with copywriting, I often say, “It’s like professional writing. I help therapists write the words that go on their website, blogs, emails, etc.—basically, the words that go on any online marketing platform.”

And BAM! They get it.

They’re like, “OHHHH, I’ve been wanting to hire someone to do this. I just didn’t even know that mental health copywriters existed.”

Well, now you know! IYKYK ;)

So, now for the 101 part. If they did teach copywriting in school, what would the curriculum be for the most basic class? Introducing: 

“Copywriting for Therapists by Ashley Darnall, LCSW”

1. Understand Your Target Client Population

Niche—either a word that makes you cringe or one you feel confident about. There’s no in-between. 

But even if you hate the word “niche” or feel that it’s impossible for you to “niche down” because you see clients from various walks of life…

Let’s come up with a few ideas of WHO your IDEAL client is. Who do you enjoy working with the most? What fuels you?

Understanding your target client is the foundation of effective copywriting. Imagine your ideal client—what do they worry about? What keeps them up at night? What are they looking for in therapy? The more clearly you can picture them, the better your writing will connect.

This isn’t just about demographics like age or gender. It’s about their struggles, desires, and the language they use. If you’re speaking directly to those concerns and hopes, your message will resonate deeply.

And when you write to this person, others who also fit with you will resonate with your copy.

2. Once you understand who they are, figure out what they are typing into the Google Search bar to find you.

*Save this for later when we talk about SEO keywords for therapists.*

3. Write Like You’re Talking to Your Ideal Client

I know you can convert potential inquiries to actual clients when you get them on the phone or see them in person. But what if you had that same conversion rate when they read your therapy website or Psychology Today profile?

This is why you want to write conversationally. Put away all that drab, boringggggg academic writing. Ignore grammar rules… (yikes, yes! I just said that!) It’s PERFECTLY okay to use punctuation where it feels like you’re talking to the reader.

I know it’ll feel weird at first. But writing your website copy or social media captions like you’re writing an academic paper ain’t it. Promise.

[P.S. this DOES mean using 1st and 2nd person.]

Your website isn’t a journal article. It’s not a place to prove your expertise by how well you can construct complex sentences. It’s a place to connect with potential clients. And how do you connect with people? By talking to them.

Think about how you would explain something in a session. That’s the tone you want in your copy. Warm, approachable, and easy to understand. Imagine a client sitting across from you, and write as if you’re speaking directly to them.

4. What Do You Write?

Start with the end in mind.

All copy starts with some sort of “HOOK”—meaning write something that draws your reader in and makes them want to read more.

The hook is your opening line, the first thing your reader sees. It needs to grab their attention and make them want to keep reading.

A good hook might ask a question, make a bold statement, or tap into a common pain point. Something like, “Do you feel like anxiety is running your life?” or “Tired of feeling like you’re just surviving instead of thriving?” hooks the reader because it speaks directly to their experience.

Once you’ve hooked them, you can lead them through the rest of your copy, showing them how therapy with you is the answer they’ve been looking for.

Then “begin with the end in mind.” Don’t wait until the end of the page to tell them the conclusion or the solution to their problem. Tell them in the beginning.

So, if you’re writing website copy, maybe start with a few questions about how your client feels BEFORE THERAPY.

When you paint a picture of their life before therapy, you’re showing them that you understand their struggles. Maybe they feel stuck, overwhelmed, or disconnected. 

Then, RIGHT AFTER, show them (don’t just tell them). Describe with your words, paint a picture, of what life could look like after therapy with you. Maybe they’ll feel more confident, peaceful, or connected.

Use vivid language to make this transformation feel real. Instead of saying, “You’ll feel better,” say, “Imagine waking up each morning with a sense of peace, knowing that you have the tools to handle whatever comes your way.”

Painting this before-and-after image in their mind will show them the transformation that they can have through therapy with you. 

People don’t want to invest in “therapy”. They invest in a solution to their problems. They want to know that working with you will lead to the changes they crave in their lives. 

Then, you can get into the details. But you’ve already nailed it from the beginning. Because as you know, if you don’t entice people to stay on your website, they will be gone in less than 1 second.

5. Always, I Mean Always, Have a Call-to-Action

What is the purpose of your writing? If it’s your therapy website, then you probably want them to go to your contact page to schedule a free consultation. So have your writing lead them there…

A call-to-action (CTA) isn’t just a nice-to-have. It’s a must-have. Every piece of copy you write should lead the reader somewhere. Whether it’s booking a session, signing up for a newsletter, or reading another page on your site, you want to guide them.

Like, hey, that’s my goal here. I want you to schedule a consultation for mental health copywriting with me. So…

See what I did there? ;)

It’s not pushy or sales-y to lead people where they should go next on your website. If you want them to read more about you, then lead them to your about-me page.

“Ready to take the next step? Book your free consultation now,” is direct and to the point.

And don’t be afraid to include multiple CTAs throughout your site. Different people will be ready to take action at different points in their journey through your site, so give them plenty of opportunities.

But EVERY section should end with some sort of Call-to-Action.

One last tip: make sure your CTA is easy to follow. If you’re asking them to book a session, make sure the link *actually* works and that the process is straightforward. The last thing you want is for a potential client to get frustrated and leave your site because they couldn’t figure out how to schedule an appointment. UGH. 

Copywriting for therapists IS NOT about sounding smart. But it’s about connecting with your clients, with people who need your help. 

It’s about speaking their language, showing them that you understand their struggles, and guiding them to the solution they’ve been searching for. 

And most importantly, it’s about leading them to take action—because that’s what will ultimately fill your practice with clients who are a perfect fit for you AND help some people create a better life for themselves!