Copywriting Techniques for Therapists
How to Write for Your Therapy Website and Online Marketing Platforms
Writing. It’s a polarizing topic for therapists. Some of us LOVE it, and some of us absolutely LOATHE it. Either way, we all had to do it in school. I still remember sitting in front of a blank Word document, trying to write my final paper for grad school. Just thinking about it now stirs up some anxiety!
So, it’s no wonder that when it comes time to write for our businesses, many of us struggle. But the issue isn’t that we don’t have the words—we do!
I sit with therapists every day, and once they start talking about their practice, the words flow effortlessly.
But when it comes to typing those words out? That’s where it gets tricky.
Here’s the good news: writing for your website is a totally different game. It’s fun! It’s compelling! It’s conversational, empathetic, and engaging.
It’s everything you already are as a therapist. And it’s all about connecting with your ideal clients, helping them feel seen, and encouraging them to take that first step toward trusting you.
If you can’t clearly explain how you can help, your potential clients might not get the support they need. See why copywriting is so important?
But before diving into techniques, let’s define what copywriting is—and what it’s not.
What is Copywriting For Therapists?
Copywriting is the art of persuasive writing.
It’s the words you use to motivate your audience to take action, whether that’s scheduling a consultation, subscribing to your newsletter, or booking a therapy session. Copywriting is about crafting a message that speaks directly to your potential client’s needs, hopes, and concerns.
What copywriting is not: It’s not a place to list your credentials, theories, or every detail of your professional background. Your copy should focus on your client—what they’re going through, how they feel, and how you can help. While these credentials are important, they’re not the main focus of effective copy.
Using Copywriting for Good
Good copywriting is powerful. It has the potential to influence decisions, shift perspectives, and build trust. As a therapist, you’re using this power to help people find the support they need. The key is to always write from a place of integrity and authenticity. Your words should reflect the care and compassion you bring to your therapy practice, while also inspiring action.
Now, let’s explore a few copywriting frameworks you can use to guide your writing.
1. AIDA: Attention, Interest, Desire, Action
AIDA is a popular copywriting framework designed to lead potential clients through a journey:
Attention: Grab their attention.
“Do you dread the sound of your alarm clock every morning?”
“Do you wake up every morning feeling overwhelmed?”
“How does it feel to have a to-do list a mile long with new things popping up every second?”
Interest: Keep them interested by addressing their concerns.
“You don’t have to live with constant anxiety.”
“You know that life shouldn’t feel like this.”
“Even your friends are starting to worry about you.”
Desire: Make them desire a solution.
“Imagine feeling calm and in control of your day.”
“What if life didn’t have to be so hard?”
“Maybe you can actually wake up and feel ready to go to work in the morning.”
Action: Tell them what to do next.
“Therapy can help. I’m here to talk.”
“Book a free consultation to learn how we can work together.”
“Schedule a no-strings attached call today to see if therapy is right for you.”
AIDA helps you write in a way that takes your ideal client from their problem, to a solution, encouraging them to take action with clear, emotionally-driven steps.
2. FAB: Features, Advantages, Benefits
FAB focuses on what you offer (features), why it’s better (advantages), and how it improves your client’s life (benefits).
Feature: “I offer trauma-informed therapy.”
Advantage: “This approach doesn’t just scratch the surface. Together, we will go deep to help you unravel how past wounds shape your present. It’s like finally understanding why certain moments trigger so much pain or anxiety.”
Benefit: “Imagine waking up feeling lighter, free from the grip of your past. You start to rebuild trust, both in yourself and in your relationships. Slowly but surely, you begin to feel whole again.”
With FAB, you don’t just highlight your services. You paint a vivid picture of the transformation your clients will experience. By avoiding all the technical jargon, you can guide your clients to see the real, life-changing impact of your work. How they can heal. How they can find peace. How they can live a life that’s not dictated by trauma, but one filled with connection, growth, and resilience.
3. 4 C’s: Clear, Concise, Compelling, Credible
The 4 C’s are a simple way to make your copy effective.
Clear: Don’t use jargon or complicated language.
“Don’t let what happened to you stop you from living your life.”
“If thoughts of fear and worry leave you feeling overwhelmed, I can help.”
“I help people struggling with anxiety.”
“I work with couples who feel disconnected and want to rebuild their relationship.”
Concise: Avoid lengthy explanations. We’re not trying to hit a certain word count.
“My approach is simple and effective.”
“We’ll focus on what’s keeping you stuck and find a way forward.”
“Together, we’ll create a treatment plan that works for you.”
Compelling: Show them why they need your help. Use descriptive words and imagery to describe how they feel before therapy versus after.
“Imagine breaking free from constant worry.”
“What would life look like if you weren’t constantly worried about when you’re going to have another panic attack?”
“What would it feel like to reconnect with your partner and finally feel understood?”
Credible: Back it up with evidence.
“I know what it’s like to experience constant fear and worry.”
“I’ve seen how transformative EMDR is for my clients.”
“With 10+ years of experience in trauma therapy, I’ve helped hundreds of clients find peace.”
The 4 C’s help you stay focused and make sure every word counts. Then, your copy will not only be clear and concise but also emotionally compelling and trustworthy—helping clients feel more confident in reaching out for support.
4. The 4 P’s: Promise, Picture, Proof, Push
The 4 P’s are about moving your reader to take action:
Promise: Start by promising an outcome. Example: “I can help you overcome anxiety.”
Picture: Paint a picture of what life can look like after therapy. Example: “Imagine waking up feeling calm and confident.”
Proof: Show them evidence. Example: “I’ve helped over 100 clients manage anxiety and regain control of their lives.”
Push: Encourage them to take action. Example: “Let’s work together. Schedule your consultation today.”
5. Handling Objections Early
Writing copy for your website isn’t like crafting a story where you save the best for last. You need to grab attention immediately and put the transformation front and center.
Start by telling them how your therapy can change their life, because if you don’t hook them at the very beginning, they’ll move on to another therapist’s website.
Many clients come with hesitations—and understandably so. They might have had a bad experience with therapy before, or maybe their mom’s therapist wasn’t ethical. Maybe they’ve seen the stereotypical scenes in movies where all you do is sit on a couch and cry. By addressing these common objections right away, you can ease their concerns and show them you’re different.
Objection: “I’m not sure therapy can help.” or “Maybe you’ve had therapy that didn’t work for you in the past.”
Response: “It’s normal to feel unsure. I offer a free 15-minute consultation to help you decide if therapy is right for you.”
By handling objections from the beginning, you create a smoother path for potential clients to take that next step.
6. Capture Emotions, Encouraging Dreams, and Calming Fears
To write truly compelling copy, you need to tap into your clients' emotions. Connect with what they’re feeling—whether it’s stress, confusion, fear, or hopelessness.
Show them that you understand their struggles and that there’s a path forward. You’re not just offering therapy. You’re offering a way to move from doubt to confidence, from fear to hope.
For example, you can address their doubt:
“You might feel like nothing will ever change, like you’re stuck in a cycle of anxiety or sadness.”
Then, offer the confidence that transformation is possible:
“But with the right support, you can start feeling lighter, more in control, and live a fulfilling life.”
Encouraging dreams helps clients envision what life could look like after working with you. Paint a picture of their future:
“Imagine waking up without that heavy weight in your chest, reconnecting with your loved ones, and feeling more present and at peace.”
At the same time, calm their fears by acknowledging the uncertainty of starting therapy:
“It’s completely normal to feel nervous about opening up. But you don’t have to do it alone. I’ll be with you every step of the way.”
By tapping into both their dreams and their fears, you create a sense of hope and trust. You’re guiding them from the difficult place they’re in now to a place of healing and possibility.
Writing for your therapy website doesn’t have to be overwhelming. Start by focusing on your clients and the journey they’re on.
The goal is always to connect, encourage, and guide.
With thoughtful, clear copy, you can help more people find the support they need and grow your practice along the way. Because that’s what we do as therapists, right?!
I’m Ashley, your mental health copywriter. I’m a therapist for therapists!