Client Case Study: How New Website Copy Helped A Therapist To Get More Clients Through Her Website
My client, Sarah, is a UK based therapist who works with clients in her local area and online.
Prior to investing in her website copy, her website hadn’t brought a single enquiry. As a fairly new therapist who didn’t have a big marketing budget, she was nervous about investing but knew that something needed to change.
I started with a free mini website copy audit, which immediately threw up two big reasons why she wasn’t booking more clients from her website: weak positioning and website copy that was trying to reassure people who weren’t ready for therapy.
The new website copy I created for her had two main roles:
To help her to stand apart from her competitors, especially therapists in her local area so she is positioned differently to the safe, generic messaging and positioning that the majority of her local competitors (and therapists in general) had fallen into.
To switch the messaging away from low intent leads who aren’t ready for therapy and towards high intent, ready to book clients who are choosing between therapists rather than trying to decide if they actually need therapy.
This involved me analysing the messaging and positioning of her competitors, extracting her USP and making sure that she is positioned differently to her competitors.
The sections that had focused heavily on reassurance to low intent leads were replaced with sections that highlighted her USP and the experience of working with her, positioned her to stand apart and gave high intent leads compelling reasons to choose her versus the other local competitors they were also considering.
The impact of her new positioning was almost instant. Within weeks of the new website copy going live, she had her first three enquiries through her website.
This was huge, given that she’d had zero enquiries previously.
On one of her initial consultations, a potential client told her that she’d been looking at other therapists locally but she decided to book with Sarah because her website copy made her stand out against the others, who were all saying similar things and blending into one another.
That’s the power of website copy that positions you as the expert who doesn’t seem the same as everyone else.
Check out my website copy packages here.
NB: Sarah chose the middle tier of my website copy packages: premium positioning and SEO optimisation.
