How a Hypnotherapist Now Gets Google Enquiries After Our Website Copy Refresh And Why We're Now Optimising for AI Search Too
When Lisa came to me, she had a positioning problem that many established wellness practitioners will recognise.
She was very successful as a hypnotherapist specialising in habit change and had a strong reputation for helping clients to use hypnotherapy to stop smoking, lose weight, improve sleep and other areas of habit change.
But something had shifted in what she wanted her hypnotherapy practice to be known for.
Lisa had developed a deep specialism in trauma recovery and narcissistic abuse and it is an area she is incredibly passionate about.
She wanted to attract more clients in this space and become known for it, both in her native Australia and around the world.
She wanted her website to reflect the depth of expertise she'd built and position her as a specialist in trauma and narcisstic abuse without cutting herself off from the work she was already known for.
She’d spent years trying to strike this balance with ChatGPT and getting more and more frustrated with it.
The Repositioning Challenge
Repositioning an established practitioner is a delicate copywriting challenge and Lisa's situation made it particularly nuanced.
Habit change was still a key part of her work and was still relevant for many of her clients.
The goal was to shift her positioning to move narcissistic abuse recovery and trauma to the front and centre of her website messaging, without making existing habit change clients feel like she was closing the door on them.
This required me to find a central positioning idea that could hold both sides of her practice togethe and allow habit change to still feel aligned with her new direction, rather than an awkward side partner.
Her new positioning = steady Google enquiries
The impact of the repositioning was tangible quickly.
Lisa started getting Google enquiries from people who had found her through search, read her website and reached out specifically because of her new website messaging. She’s based in Australia but has been working with clients as far afield as Ireland!
Why We're Now Going Further To Focus On AI Search Optimisation
The question Lisa and I found ourselves asking after the Google results started coming in was a natural one.
What about AI search?
Because the same clients who are Googling their way to practitioners like Lisa are increasingly also asking AI tools for recommendations. They're asking AI assistants to recommend a hypnotherapist who understands trauma or narcissistic abuse recovery and getting a curated list of suggestions in seconds.
When we worked on her initial refresh last year, AI search had barely got started. Today, it’s one of the key ways that clients are finding experts to work with.
Making sure the website copy was now also optimised for AI search will get her ahead of the competitors who still aren’t thinking about it yet.
So I looked at what we could do to help AI tools to bring Lisa into relevant conversations.
Specific tweaks to her existing copy. New sections structured to answer the exact questions AI tools are asked about practitioners like Lisa. Copy formatted and phrased in ways that give AI tools clearer signals about her specialism, her approach and the specific clients she serves.
That's what we're doing now: a focused AI optimisation project built on the foundation of the repositioning and SEO work we'd already done together.
What AI Optimisation Actually Involves
For Lisa specifically, the AI optimisation work involves several things that are distinct from the original repositioning project.
It involves reviewing her existing copy through the lens of how AI tools read and interpret website content and things like identifying places where the messaging is clear enough for a human reader but doesn't give AI the specific, structured signals it needs to confidently recommend her for the right searches.
It involves adding new sections and copy elements built specifically around the questions AI tools are asked about hypnotherapy for trauma and narcissistic abuse recovery and answering those questions with the depth and specificity that tells AI tools Lisa is a genuine authority in this area.
It involves refining the language used throughout her website to more closely mirror the specific terms, phrases and questions her ideal clients use when they're searching because AI tools match practitioners to searches based on how precisely the language on a website aligns with the language of the search.
Why Positioning and AI Optimisation Have to Work Together
Strong positioning and AI optimisation compound each other.
A website that owns your niche and USP and is optimised for AI search intent gives those tools exactly what they need: to feel clear and confident that you are the best (or at least one of the best) experts to recommend in a specific scenario
Lisa's situation is a good example of why doing the positioning work first matters. The AI optimisation we're doing now is building on a solid foundation of copy that already positions her as an expert.
That makes every AI optimisation tweak more effective than it would be if we were trying to optimise generic copy that hadn't been strategically repositioned first.
Two Ways to Work With Me on AI Optimisation
As part of a full website copy package
For practitioners starting from scratch or doing a full website refresh, AI and SEO optimisation is built into my highest tier website copy package as standard. The positioning work and the AI optimisation are done simultaneously. Every page is written from the ground up to own your niche, position you as a premium expert and give Google and AI tools the specific signals they need to recommend you. This is the most comprehensive approach and delivers the strongest compounding results.
As a standalone AI optimisation project
AI optimisation is also available as a focused standalone project, which is what Lisa is doing. We're working with her existing repositioned copy, making targeted tweaks and additions that give AI tools clearer, more specific signals about her specialism and expertise.
This is a great option n if your website already has strong positioning but hasn't been optimised for AI search intent specifically.
Note: as Lisa's case illustrates, the standalone AI optimisation works best when your positioning is already solid. If your website copy is still generic, sounds like everyone else in your niche or hasn't been strategically repositioned around your USP, combining the positioning work with the AI optimisation will always deliver stronger results than just optimising for AI.
Ready to Find Out Where Your Website Stands?
If you're a wellness, beauty or skin professional and you're not sure whether your website copy is giving AI tools enough to recommend you in the right conversations, you can start with my £99 website copy audit. I’ll look at 3 of your key website pages and review your positioning and whether your website copy is optimised for AI search and SEO.
Sally Aquire is a website, sales page and blog copywriter for wellness, beauty and skin professionals and female founders. She writes strategic website copy that combines premium positioning with AI and SEO optimisation so practitioners get found by the right clients and convert them more consistently.
