May 26, 2025 • 24 mins
If you’ve ever wondered why your marketing efforts aren’t quite landing—or felt like you’re spinning your wheels trying all the things—this episode is for you. I’m digging into one of the most overlooked and underestimated pieces of a therapist’s marketing strategy: your website.
In this episode, we’ll talk about why your website should be your hardest working marketing tool, what it needs to do to actually convert curious visitors into confident clients, and how to tell if it’s quietly holding you back. Plus, I’ll share a real-life story of a therapist whose new website immediately brought in four ideal clients—all because her new site finally did its job.
Here’s what you’ll learn in this episode:
1️⃣ Why treating your website like a checklist item is costing you more than you realize—and what it should be doing instead
2️⃣ The five essential jobs your website must do to attract, convert, and connect with right-fit clients
3️⃣ Common signs your site isn’t working (and how to fix it without burning it all down)
Resources & Links Mentioned:
- The Walker Strategy Co website: walkerstrategyco.com
- Done-for-you services: walkerstrategyco.com/services
Connect + Subscribe
Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice.
Explore more marketing support for therapists: The Walker Strategy Co website: walkerstrategyco.com
About Marketing Therapy
Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by Anna Walker—marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello.
(00:00):
Hello.
Welcome back to MarketingTherapy, episode seven.
If you've ever said to yourself,well, I have a website.
Now what this episode is for you, becausehere's the truth, a lot of therapists
don't realize until much later on,your website isn't a box to check.
(00:22):
It's the foundation of yourentire marketing strategy.
Too few therapistsactually treat it that way.
This is not something you buildafter you decide to start putting
yourself out there when done right.
It's the thing that makes allyour other marketing efforts
work better because of that.
(00:44):
If your website is not doing itsjob, that is the first place to
look before you touch anythingelse related to your marketing.
You've heard out there howimportant having a website is.
You know that, I don't have to tellyou it, but too many therapists
aren't treating their website likethe foundation that it actually is.
(01:05):
So today we're unpacking therole your website really plays in
attracting the right clients andhow when done well, it makes every
other piece of your marketing easier.
More effective and also more sustainable.
And sustainability rightnow is the name of the game.
Now, let's start with thebig misconception out there.
(01:27):
So many therapists treat theirwebsite like a digital business card.
They make one because they'requote unquote supposed to.
They throw up a few pages of copy.
They find a couple stock photosof a stacked rocks or whatever.
They list their credentials box checked.
But here's the thing, your websiteis your number one conversion tool.
(01:50):
It's the piece of your marketingthat turns interest it into action.
It's the place where someone goesfrom, I think I might reach out.
I heard about this therapist,to this is my person.
And if that isn't happening, ifthat part isn't working, nothing
else in your marketing is going towork the way that you want it to.
Now, there are a hundredways to market your practice.
(02:11):
It's one of the beautiesof being in this industry.
You get to decide how to do it.
You can decide to post on social media,attend networking events, run ads, create
content, sign up for directories, butnone of these things are as foundational
as your website because all of thosestrategies, every single one of them,
ultimately drive people back to your site.
(02:32):
It's where the decision gets,and if your website doesn't feel.
Aligned, clear, compelling.
That decision is probably going to be no.
So if you've ever felt like your marketingisn't working or that you're spinning
your wheels trying all the things, Iwant you to pause and ask yourself,
is my website actually doing its job?
(02:55):
Can you honestly say your website is doingheavy lifting for you and your marketing?
If so, great.
This probably isn't the episode for you.
If not, that's where the shift starts.
Let's start by getting clear onwhat a strong website is actually
responsible for, because this is whatso many therapists don't realize.
It's not just abouthaving something pretty.
(03:15):
Although design absolutelymatters and it's definitely not
about proving how smart you are.
We talked a few episodes back abouthaving a smart website isn't actually
gonna turn into the results we want.
At its core, your website existsto do one thing very, very well,
and very, very consistently.
For you, that thing is to turn a curiousvisitor is into a confident client.
(03:40):
To do that, it needs todo a couple key things.
One, it needs to convert visitors intoinquiries, the whole goal of your website.
Is to take someone who's thinking abouttherapy, who has realized they need some
support and get them to take action, notby shouting at them, not by selling in
a slimy way, but by building a reallyclear, confident journey and case for
(04:05):
why you are the right fit for them.
If your site isn't convertingvisitors into inquiries, then your
other marketing efforts are basicallyfunneling people into a dead end.
I've used the.
Metaphor before of pouringwater into a leaky bucket.
Why would you wanna do that?
If you're out there pounding thepavement, digital pavement, real
(04:25):
pavement, whatever, to market yourpractice and is leading back to a website
that won't convert them, then in somany ways you've wasted those efforts.
The other thing your website has to dothese days is communicate premium value.
Not just value, but premium value.
That's where everythingstarts to work together.
The design, the copy, the flow, it allsends a message about how professional
(04:49):
and high caliber your work is.
And it's like we've talked about inpast episodes, when you are charging
premium fees, people are lookingfor proof that you are worth it.
Your website is where that proof lives.
Your website is where that proof lives.
The next thing your website needsto do, it needs to reinforce your
(05:11):
niche and your point of view.
I should be able to land on yourwebsite and immediately know who
you help, where you do it, whatyou help your clients accomplish.
If I can't figure that out within10 seconds of landing on your
homepage, I'm probably clicking away.
So we've got to make surethat niche is shining.
(05:33):
And that point of view, you havethat philosophy, that unique flare
or approach you take to therapythat needs to be shining too.
And then the last thing, this is thatintangible that happens with a good
website is that it starts to buildtrust before your clients even meet you.
That's how we get those.
I read your website and I know you'rethe therapist for me, consultations
(05:55):
and emails because a good websiteisn't just informing, it's connecting.
I.
It is mirroring yourclient's inner experience.
It's making them feel seen.
It's helping them imagine what itmight feel like to be in the room
with you and to do the work with you.
I worked with a therapist recently inour Done for You program who had all of
(06:16):
the right ingredients, super compelling,super, just fun to be around, great
clinical skills, really great resultswith clients when they were the right fit.
But her old website,you would never know it.
It was vague, outdated.
It had no real message or niche to it.
We rebuilt it with clear copy, reallybringing her personality through
(06:39):
visually is definitely not yourstandard cookie cutter therapy website.
A really clear call to actionand description of what
it's like to work with her.
And the difference wasquite literally immediate.
She sent me an email a monthafter launching and she'd gotten
four new ideal fit clients.
Every single one of them had mentioned thewebsite as the reason they reached out.
(07:01):
That's not magic, that's just strategy.
She was the same clinicianbefore and after.
We had simply changed the experiencepeople were having, the trust
that we were building and theconversion that was happening.
As a result, this is what happenswhen your website stops sitting in the
background of your marketing or just beinganother box to check and actually start.
(07:23):
Doing its job.
One of the biggest mistakes Isee therapists make is treating
their website right alongsidethe rest of their marketing.
So whatever it is that they've decidedto do, whether that's SEO, podcasting
ads, networking, whatever it might be,their website is just another line item.
Your website is not like those activities.
(07:47):
It comes before them.
It is the foundation for them.
And when your website is set up, well,whatever you do to market yourself, the
SEO, the podcasting, the ads, it makesall of those things more effective.
Let's walk through what I mean here.
So in terms of SEO I'll seepeople come to me and say, I want
to get clients through Google.
(08:09):
If you don't have a strong website, youdon't have strong SEO period, bar none.
I just talked to a therapist recentlywho wanted to insert keywords for
postpartum depression into her website.
Her website wasn't doing anythingto enhance her authority in the
realm of postpartum depression.
We couldn't just insertkeywords into the site.
(08:31):
The site itself has to be strong.
. SEO isn't just about keywords.
It's about how your site is structured,how clear your content is, what the
journey is like, how well it answerswhat your clients are searching for.
All the things that comewith a strategic website.
If you want to get found on Google,your site has to be set up to actually
receive and convert that traffic.
(08:54):
So that one's SEO, and websiteare very, very closely tied.
Let's look at something like directories.
I will die on the hill thatPsychology Today still works and
other directories do as well.
They help you get found, butthey rarely get you chosen.
Sometimes they do.
Sometimes.
If your psych today is structuredreally, really well, people will
reach out to you directly via there.
(09:16):
More often than not, they'regoing to visit your website first.
They're gonna read your profile.
Start to form a connection andthen click over to your site.
If your site is vague, generic,outdated, that person's gone.
If your website is strong,interesting connection focused,
(09:36):
they'll click book consult.
So all of a sudden your directoryjust started performing better and
you receive a contact form submission.
How did you hear about me?
Psychology Today?
What about networking?
Let's say someone refers aclient to you, they talk you
up, they say, you're amazing.
You'd be a great fit for this client,for whatever reason, and then the
(09:57):
client visits your website andthey are completely underwhelmed.
Now, we've created a disconnect betweenhow awesome they thought you were and the
experience they're having on the site.
The trust built in the referralconversation is getting lost.
Conversely, if your site reinforceswhat they've already heard, if you
(10:18):
are talked up by a referral sourceand then they visit your website and
holy cow, that is just shining, thenit becomes easy to say yes to you.
All of a sudden, yournetworking got better.
What about social media?
Social media is oftenwhere people meet you.
Your website is gonna be where theychoose you, so they might see a reel.
(10:39):
They might interact with youon your Instagram stories.
But what are they gonna do after that?
They're going to visit your website.
Your website is the continuingconversation after someone meets
you somewhere, like social media.
It's where the decisions happen.
So if your website is strong, thena strong social media presence is
only going to be made stronger.
(11:00):
So yes, these other strategies,they can work on their own.
Sure.
Psychology Today can workon its own social media.
Sure.
Networking.
Absolutely.
But when your website is dialed in,they work better, faster, smarter, and
most importantly, they don't fizzle out.
Because a good website gives youleverage, it allows the other pieces of
(11:23):
your marketing to carry more weight withless effort, everything gets better, but
your website does not belong on the samechecklist as the rest of your marketing.
It comes before that.
And that's something that Ijust don't see enough therapists
embracing and understanding.
Okay, so by now you might bewondering, well, how do I know if
(11:45):
my website is actually helping?
I don't know, Anna.
I dunno if it is or not.
Is it helping me or is it holding me back?
Here are some of the more common signsthat your website might not be doing.
Its job.
One is that you're gettingtraffic but not consults.
Now, I wanna give a caveat here.
You need sufficienttraffic to your website.
(12:06):
You need eyeballs in orderto turn into consults.
So if you don't have enough trafficcoming to the site, it can be difficult to
know, is this a website issue or is this.
A traffic issue, so please know that.
But if you know people are landing onyour site, if you are boots on the ground
out there, marketing your practice, maybenet networking directory, social media
(12:29):
what have you, but you're not hearingfrom them, that's a conversion problem.
And it tells us that somethingon your site might be unclear,
forgettable, giving them some reasonto not reach out or to click away.
Another sign your site might not bedoing its job is if your consults
feel really vague or disconnected.
Like a shot in the dark.
(12:50):
If people are showing up saying thingslike, I'm still looking around, or I'm
not sure what I need, that tells us thatyour website didn't help them pre-qualify
themselves for being a good fit.
And that's not to say every singleright fit client is going to show
up 100% sold to a consult, but weshould see a trend in their openness.
And awareness of the work that you doand how it aligns with their needs.
(13:15):
Because a strong site helps peoplesee themselves in your message.
So they come in alreadyhalfway to saying yes, right?
So we should see a theme of that, and ifwe're not, then it tells us that something
might be missing in that connection.
Another thing, if you don't feelproud to share your website.
(13:35):
If you hesitate before sendingsomeone your link, if your gut
reaction is, it's not great, buthere you go, hear me, that matters.
And this is one of those intangiblethings that is hard to measure, but if
you don't feel good about your marketing,your clients can sniff that out.
Your referral can sniff that out.
(13:57):
A lack of confidence trickles intohow you talk about your work and
how people experience you online.
If you don't feel good aboutsending people to your website, if
you know it's not doing its job,that will impact your marketing.
I've seen it happen and it's one ofthose, like I said, strange intangibles,
but the transformation that comeswhen you feel good about talking about
(14:18):
your work, when you feel good aboutsending people there, dropping your
URL when responding to a Facebook post,whatever that might be, that matters.
And then of course, if you're not gettinginquiries that reflect your ideal client.
We talked about this in a past episode.
If you're attracting people who are feeresistant, who are not aligned with your
niche, not a good clinical fit, thismight not be because your practice is off.
(14:41):
It's just the way thatyou're presenting it.
So we might see some opportunitythere for improvement as well.
The bottom line is that ifyour site is not consistently
leading to RightFit consults.
Right fit inquiries that areconverting into clients, then
it's time to take a closer look.
Your website in this market absolutelyneeds to be one of the hardest
(15:05):
working parts of your business.
And if it's not pulling its weight,it's a signal that we need to revisit.
We need to realign.
Now, what does a strong strategicconversion, friendly, all the
things website actually include.
Now there are a lot of bells and whistlesyou can add to your website, and I love
a good bell and I love a good whistle.
(15:26):
But here's the fundamentals we have gotto have clear and client-focused copy.
Number one.
At the end of the day, the number onedetermining factor in whether people reach
out to you are the words on the page.
Your site should speak directly toyour ideal client's experience less.
Here's my resume, whatI'm passionate about more.
(15:46):
Here's how I help people like you.
This means having specific emotionallyresonant conversational language.
If you wouldn't say it out loud,don't write it on your website.
That is centered around whatyour client is going through and
how you help them move forward.
So that's the first thing.
We have to have thatclear client focused copy.
(16:08):
If you're wondering where to startto improve your website, your copy is
100% where I would suggest beginning.
The next thing we have got to havea clear brand and visual presence.
The words that you work so hardto write and your design, they
need to feel cohesive together.
They need to reflect the tone,the energy, the personality of
(16:30):
your work and your practice.
If you're very warm and relational inreal life, which I imagine you are,
your site shouldn't feel clinical andstiff and robotic, we need your brand
voice, and that is ultimately your voice.
And your visuals to align so that peopleare really trusting what they see.
It feels consistent.
(16:52):
We also really need to make sure that thejourney through your website is clear.
So an easy to navigate structureis also very important here.
Your website should notfeel like a scavenger hunt.
Today I was looking at a therapist'swebsite trying to get to her
specialty pages, and they wereall named really strange things.
I could barely make myway around the menu.
(17:12):
One of the pages was hidden in the footer.
If I was a client, Iwould've just clicked away.
It was genuinely confusing.
Your website shouldn'tfeel like a scavenger hunt.
Make it simple for people tofind what they need, whether
that is your specialties, yourabout page, your contact form.
Make it easy for them to findthe information that is going to
(17:33):
lead them to realize you are thetherapist they've been looking for.
The easier that journey, the morelikely they will take action with you.
And then finally, make sure thatyour website has a confident, a
clear invitation to reach out.
This sounds obvious, but you wouldbe surprised how many therapists bury
or kind of downplay getting in touch.
(17:55):
They don't wanna have too many buttonsbecause they don't wanna be pushy.
We call this your CTAor your call to action.
It should be clear, warm, easyto find from every single page.
Not if you want or no pressure, butsomething that really feels like, Hey,
if this sounds like what you need.
Let's go.
(18:15):
Let's get started.
Remember, your RightFit client ishere because they are motivated
and ready to do the work.
Don't bury the lead or make thatmore difficult than it needs to be.
Invite them to take the nextstep by having really clear
invitations to do that.
And then one bonus signof a strong website.
You feel proud of it.
(18:37):
You should be excited tosend people to this truly.
It should reflect your values and yourvoice and your vision for your practice.
It should be something you actuallywant people to see, because again,
when you have that foundation andyou have the confidence in it,
everything else starts to get easier.
(18:59):
You might be sitting herethinking to yourself, okay, Anna,
but I already have a website.
It's not perfect, but it's fine.
Isn't that enough?
And here's my honest answer, maybe,but good enough isn't good enough.
If you're not getting consistentresults, if people aren't reaching
out to you because of your website,if you're not hearing your website
(19:22):
really spoke to me on consult calls, ifit's not leading to right fit private
pay clients, then good enough mightbe costing you more than you realize.
Only you can decide that.
Now, this doesn't mean youneed to burn it all down.
It doesn't mean you need a $10,000rebrand or six months to start
(19:43):
from scratch, but it does meanit's really time to get honest.
Is this site really doingthe job you need it to do?
Is it helping people say yes, or is itquietly creating confusion, hesitation,
distance with your ideal clients?
(20:04):
Get really honest with yourself becauseonly you know the answer to that.
And I get it.
Sometimes more often than not, you'vepoured a lot of time, energy, and
or money into your current site.
I understand that.
And the idea of reworking itcan feel incredibly exhausting.
But your website is one of thevery few business investments
(20:26):
that touches every single part ofyour marketing, every single part.
It is the foundation.
And if that foundation isn't solid.
Anything you build on top of it isgoing to feel shaky and stressful,
So if you're feeling overwhelmed byyour marketing or maybe frustrated that
things aren't working the way you feellike they should, your website is the
(20:49):
place to start, not because you shouldhave one, not because it's a box to
check and everyone tells you to, butbecause it is the piece that has the
potential to make everything else you'redoing to grow your practice easier.
No other part of your marketingplan has that potential.
When your website.
(21:10):
Is set up correctly and strategically.
Your SEO gets better.
Your referrals convert faster,your consults feel smoother.
You feel more confident sending peoplethere, and it becomes the marketing tool
that really holds the rest together.
It's the one tool that can workquietly in the background day or
night while you are in session or outof it on vacation, doing whatever.
(21:34):
That's really doing theheavy lifting for you.
This isn't an autopilot situation.
It's not launch your website and incomethe clients, but it is set this up
to succeed and have an engine, havea muscle, have a system running in
the background that you can trust,knowing that whatever you pour into
that system, whether that's networking.
(21:57):
Social media or any one of the hundredother ways you can get clients these
days, that system is churning and workingand set up for success because once
your foundation is in place, everythingyou build on top of it starts to click.
So maybe you don't need afancier strategy maybe right now.
You just need a foundationthat works better.
(22:19):
One that reflects your valuesattracts the right people.
And gives you the confidenceto grow on solid ground.
You deserve a website thatpulls its weight and you
are capable of building one.
Thanks for listening.
I'll see you next time.
Hello.
(00:00):
Hello.
Welcome back to MarketingTherapy, episode seven.
If you've ever said to yourself,well, I have a website.
Now what this episode is for you, becausehere's the truth, a lot of therapists
don't realize until much later on,your website isn't a box to check.
(00:22):
It's the foundation of yourentire marketing strategy.
Too few therapistsactually treat it that way.
This is not something you buildafter you decide to start putting
yourself out there when done right.
It's the thing that makes allyour other marketing efforts
work better because of that.
(00:44):
If your website is not doing itsjob, that is the first place to
look before you touch anythingelse related to your marketing.
You've heard out there howimportant having a website is.
You know that, I don't have to tellyou it, but too many therapists
aren't treating their website likethe foundation that it actually is.
(01:05):
So today we're unpacking therole your website really plays in
attracting the right clients andhow when done well, it makes every
other piece of your marketing easier.
More effective and also more sustainable.
And sustainability rightnow is the name of the game.
Now, let's start with thebig misconception out there.
(01:27):
So many therapists treat theirwebsite like a digital business card.
They make one because they'requote unquote supposed to.
They throw up a few pages of copy.
They find a couple stock photosof a stacked rocks or whatever.
They list their credentials box checked.
But here's the thing, your websiteis your number one conversion tool.
(01:50):
It's the piece of your marketingthat turns interest it into action.
It's the place where someone goesfrom, I think I might reach out.
I heard about this therapist,to this is my person.
And if that isn't happening, ifthat part isn't working, nothing
else in your marketing is going towork the way that you want it to.
Now, there are a hundredways to market your practice.
(02:11):
It's one of the beautiesof being in this industry.
You get to decide how to do it.
You can decide to post on social media,attend networking events, run ads, create
content, sign up for directories, butnone of these things are as foundational
as your website because all of thosestrategies, every single one of them,
ultimately drive people back to your site.
(02:32):
It's where the decision gets,and if your website doesn't feel.
Aligned, clear, compelling.
That decision is probably going to be no.
So if you've ever felt like your marketingisn't working or that you're spinning
your wheels trying all the things, Iwant you to pause and ask yourself,
is my website actually doing its job?
(02:55):
Can you honestly say your website is doingheavy lifting for you and your marketing?
If so, great.
This probably isn't the episode for you.
If not, that's where the shift starts.
Let's start by getting clear onwhat a strong website is actually
responsible for, because this is whatso many therapists don't realize.
It's not just abouthaving something pretty.
(03:15):
Although design absolutelymatters and it's definitely not
about proving how smart you are.
We talked a few episodes back abouthaving a smart website isn't actually
gonna turn into the results we want.
At its core, your website existsto do one thing very, very well,
and very, very consistently.
For you, that thing is to turn a curiousvisitor is into a confident client.
(03:40):
To do that, it needs todo a couple key things.
One, it needs to convert visitors intoinquiries, the whole goal of your website.
Is to take someone who's thinking abouttherapy, who has realized they need some
support and get them to take action, notby shouting at them, not by selling in
a slimy way, but by building a reallyclear, confident journey and case for
(04:05):
why you are the right fit for them.
If your site isn't convertingvisitors into inquiries, then your
other marketing efforts are basicallyfunneling people into a dead end.
I've used the.
Metaphor before of pouringwater into a leaky bucket.
Why would you wanna do that?
If you're out there pounding thepavement, digital pavement, real
(04:25):
pavement, whatever, to market yourpractice and is leading back to a website
that won't convert them, then in somany ways you've wasted those efforts.
The other thing your website has to dothese days is communicate premium value.
Not just value, but premium value.
That's where everythingstarts to work together.
The design, the copy, the flow, it allsends a message about how professional
(04:49):
and high caliber your work is.
And it's like we've talked about inpast episodes, when you are charging
premium fees, people are lookingfor proof that you are worth it.
Your website is where that proof lives.
Your website is where that proof lives.
The next thing your website needsto do, it needs to reinforce your
(05:11):
niche and your point of view.
I should be able to land on yourwebsite and immediately know who
you help, where you do it, whatyou help your clients accomplish.
If I can't figure that out within10 seconds of landing on your
homepage, I'm probably clicking away.
So we've got to make surethat niche is shining.
(05:33):
And that point of view, you havethat philosophy, that unique flare
or approach you take to therapythat needs to be shining too.
And then the last thing, this is thatintangible that happens with a good
website is that it starts to buildtrust before your clients even meet you.
That's how we get those.
I read your website and I know you'rethe therapist for me, consultations
(05:55):
and emails because a good websiteisn't just informing, it's connecting.
I.
It is mirroring yourclient's inner experience.
It's making them feel seen.
It's helping them imagine what itmight feel like to be in the room
with you and to do the work with you.
I worked with a therapist recently inour Done for You program who had all of
(06:16):
the right ingredients, super compelling,super, just fun to be around, great
clinical skills, really great resultswith clients when they were the right fit.
But her old website,you would never know it.
It was vague, outdated.
It had no real message or niche to it.
We rebuilt it with clear copy, reallybringing her personality through
(06:39):
visually is definitely not yourstandard cookie cutter therapy website.
A really clear call to actionand description of what
it's like to work with her.
And the difference wasquite literally immediate.
She sent me an email a monthafter launching and she'd gotten
four new ideal fit clients.
Every single one of them had mentioned thewebsite as the reason they reached out.
(07:01):
That's not magic, that's just strategy.
She was the same clinicianbefore and after.
We had simply changed the experiencepeople were having, the trust
that we were building and theconversion that was happening.
As a result, this is what happenswhen your website stops sitting in the
background of your marketing or just beinganother box to check and actually start.
(07:23):
Doing its job.
One of the biggest mistakes Isee therapists make is treating
their website right alongsidethe rest of their marketing.
So whatever it is that they've decidedto do, whether that's SEO, podcasting
ads, networking, whatever it might be,their website is just another line item.
Your website is not like those activities.
(07:47):
It comes before them.
It is the foundation for them.
And when your website is set up, well,whatever you do to market yourself, the
SEO, the podcasting, the ads, it makesall of those things more effective.
Let's walk through what I mean here.
So in terms of SEO I'll seepeople come to me and say, I want
to get clients through Google.
(08:09):
If you don't have a strong website, youdon't have strong SEO period, bar none.
I just talked to a therapist recentlywho wanted to insert keywords for
postpartum depression into her website.
Her website wasn't doing anythingto enhance her authority in the
realm of postpartum depression.
We couldn't just insertkeywords into the site.
(08:31):
The site itself has to be strong.
. SEO isn't just about keywords.
It's about how your site is structured,how clear your content is, what the
journey is like, how well it answerswhat your clients are searching for.
All the things that comewith a strategic website.
If you want to get found on Google,your site has to be set up to actually
receive and convert that traffic.
(08:54):
So that one's SEO, and websiteare very, very closely tied.
Let's look at something like directories.
I will die on the hill thatPsychology Today still works and
other directories do as well.
They help you get found, butthey rarely get you chosen.
Sometimes they do.
Sometimes.
If your psych today is structuredreally, really well, people will
reach out to you directly via there.
(09:16):
More often than not, they'regoing to visit your website first.
They're gonna read your profile.
Start to form a connection andthen click over to your site.
If your site is vague, generic,outdated, that person's gone.
If your website is strong,interesting connection focused,
(09:36):
they'll click book consult.
So all of a sudden your directoryjust started performing better and
you receive a contact form submission.
How did you hear about me?
Psychology Today?
What about networking?
Let's say someone refers aclient to you, they talk you
up, they say, you're amazing.
You'd be a great fit for this client,for whatever reason, and then the
(09:57):
client visits your website andthey are completely underwhelmed.
Now, we've created a disconnect betweenhow awesome they thought you were and the
experience they're having on the site.
The trust built in the referralconversation is getting lost.
Conversely, if your site reinforceswhat they've already heard, if you
(10:18):
are talked up by a referral sourceand then they visit your website and
holy cow, that is just shining, thenit becomes easy to say yes to you.
All of a sudden, yournetworking got better.
What about social media?
Social media is oftenwhere people meet you.
Your website is gonna be where theychoose you, so they might see a reel.
(10:39):
They might interact with youon your Instagram stories.
But what are they gonna do after that?
They're going to visit your website.
Your website is the continuingconversation after someone meets
you somewhere, like social media.
It's where the decisions happen.
So if your website is strong, thena strong social media presence is
only going to be made stronger.
(11:00):
So yes, these other strategies,they can work on their own.
Sure.
Psychology Today can workon its own social media.
Sure.
Networking.
Absolutely.
But when your website is dialed in,they work better, faster, smarter, and
most importantly, they don't fizzle out.
Because a good website gives youleverage, it allows the other pieces of
(11:23):
your marketing to carry more weight withless effort, everything gets better, but
your website does not belong on the samechecklist as the rest of your marketing.
It comes before that.
And that's something that Ijust don't see enough therapists
embracing and understanding.
Okay, so by now you might bewondering, well, how do I know if
(11:45):
my website is actually helping?
I don't know, Anna.
I dunno if it is or not.
Is it helping me or is it holding me back?
Here are some of the more common signsthat your website might not be doing.
Its job.
One is that you're gettingtraffic but not consults.
Now, I wanna give a caveat here.
You need sufficienttraffic to your website.
(12:06):
You need eyeballs in orderto turn into consults.
So if you don't have enough trafficcoming to the site, it can be difficult to
know, is this a website issue or is this.
A traffic issue, so please know that.
But if you know people are landing onyour site, if you are boots on the ground
out there, marketing your practice, maybenet networking directory, social media
(12:29):
what have you, but you're not hearingfrom them, that's a conversion problem.
And it tells us that somethingon your site might be unclear,
forgettable, giving them some reasonto not reach out or to click away.
Another sign your site might not bedoing its job is if your consults
feel really vague or disconnected.
Like a shot in the dark.
(12:50):
If people are showing up saying thingslike, I'm still looking around, or I'm
not sure what I need, that tells us thatyour website didn't help them pre-qualify
themselves for being a good fit.
And that's not to say every singleright fit client is going to show
up 100% sold to a consult, but weshould see a trend in their openness.
And awareness of the work that you doand how it aligns with their needs.
(13:15):
Because a strong site helps peoplesee themselves in your message.
So they come in alreadyhalfway to saying yes, right?
So we should see a theme of that, and ifwe're not, then it tells us that something
might be missing in that connection.
Another thing, if you don't feelproud to share your website.
(13:35):
If you hesitate before sendingsomeone your link, if your gut
reaction is, it's not great, buthere you go, hear me, that matters.
And this is one of those intangiblethings that is hard to measure, but if
you don't feel good about your marketing,your clients can sniff that out.
Your referral can sniff that out.
(13:57):
A lack of confidence trickles intohow you talk about your work and
how people experience you online.
If you don't feel good aboutsending people to your website, if
you know it's not doing its job,that will impact your marketing.
I've seen it happen and it's one ofthose, like I said, strange intangibles,
but the transformation that comeswhen you feel good about talking about
(14:18):
your work, when you feel good aboutsending people there, dropping your
URL when responding to a Facebook post,whatever that might be, that matters.
And then of course, if you're not gettinginquiries that reflect your ideal client.
We talked about this in a past episode.
If you're attracting people who are feeresistant, who are not aligned with your
niche, not a good clinical fit, thismight not be because your practice is off.
(14:41):
It's just the way thatyou're presenting it.
So we might see some opportunitythere for improvement as well.
The bottom line is that ifyour site is not consistently
leading to RightFit consults.
Right fit inquiries that areconverting into clients, then
it's time to take a closer look.
Your website in this market absolutelyneeds to be one of the hardest
(15:05):
working parts of your business.
And if it's not pulling its weight,it's a signal that we need to revisit.
We need to realign.
Now, what does a strong strategicconversion, friendly, all the
things website actually include.
Now there are a lot of bells and whistlesyou can add to your website, and I love
a good bell and I love a good whistle.
(15:26):
But here's the fundamentals we have gotto have clear and client-focused copy.
Number one.
At the end of the day, the number onedetermining factor in whether people reach
out to you are the words on the page.
Your site should speak directly toyour ideal client's experience less.
Here's my resume, whatI'm passionate about more.
(15:46):
Here's how I help people like you.
This means having specific emotionallyresonant conversational language.
If you wouldn't say it out loud,don't write it on your website.
That is centered around whatyour client is going through and
how you help them move forward.
So that's the first thing.
We have to have thatclear client focused copy.
(16:08):
If you're wondering where to startto improve your website, your copy is
100% where I would suggest beginning.
The next thing we have got to havea clear brand and visual presence.
The words that you work so hardto write and your design, they
need to feel cohesive together.
They need to reflect the tone,the energy, the personality of
(16:30):
your work and your practice.
If you're very warm and relational inreal life, which I imagine you are,
your site shouldn't feel clinical andstiff and robotic, we need your brand
voice, and that is ultimately your voice.
And your visuals to align so that peopleare really trusting what they see.
It feels consistent.
(16:52):
We also really need to make sure that thejourney through your website is clear.
So an easy to navigate structureis also very important here.
Your website should notfeel like a scavenger hunt.
Today I was looking at a therapist'swebsite trying to get to her
specialty pages, and they wereall named really strange things.
I could barely make myway around the menu.
(17:12):
One of the pages was hidden in the footer.
If I was a client, Iwould've just clicked away.
It was genuinely confusing.
Your website shouldn'tfeel like a scavenger hunt.
Make it simple for people tofind what they need, whether
that is your specialties, yourabout page, your contact form.
Make it easy for them to findthe information that is going to
(17:33):
lead them to realize you are thetherapist they've been looking for.
The easier that journey, the morelikely they will take action with you.
And then finally, make sure thatyour website has a confident, a
clear invitation to reach out.
This sounds obvious, but you wouldbe surprised how many therapists bury
or kind of downplay getting in touch.
(17:55):
They don't wanna have too many buttonsbecause they don't wanna be pushy.
We call this your CTAor your call to action.
It should be clear, warm, easyto find from every single page.
Not if you want or no pressure, butsomething that really feels like, Hey,
if this sounds like what you need.
Let's go.
(18:15):
Let's get started.
Remember, your RightFit client ishere because they are motivated
and ready to do the work.
Don't bury the lead or make thatmore difficult than it needs to be.
Invite them to take the nextstep by having really clear
invitations to do that.
And then one bonus signof a strong website.
You feel proud of it.
(18:37):
You should be excited tosend people to this truly.
It should reflect your values and yourvoice and your vision for your practice.
It should be something you actuallywant people to see, because again,
when you have that foundation andyou have the confidence in it,
everything else starts to get easier.
(18:59):
You might be sitting herethinking to yourself, okay, Anna,
but I already have a website.
It's not perfect, but it's fine.
Isn't that enough?
And here's my honest answer, maybe,but good enough isn't good enough.
If you're not getting consistentresults, if people aren't reaching
out to you because of your website,if you're not hearing your website
(19:22):
really spoke to me on consult calls, ifit's not leading to right fit private
pay clients, then good enough mightbe costing you more than you realize.
Only you can decide that.
Now, this doesn't mean youneed to burn it all down.
It doesn't mean you need a $10,000rebrand or six months to start
(19:43):
from scratch, but it does meanit's really time to get honest.
Is this site really doingthe job you need it to do?
Is it helping people say yes, or is itquietly creating confusion, hesitation,
distance with your ideal clients?
(20:04):
Get really honest with yourself becauseonly you know the answer to that.
And I get it.
Sometimes more often than not, you'vepoured a lot of time, energy, and
or money into your current site.
I understand that.
And the idea of reworking itcan feel incredibly exhausting.
But your website is one of thevery few business investments
(20:26):
that touches every single part ofyour marketing, every single part.
It is the foundation.
And if that foundation isn't solid.
Anything you build on top of it isgoing to feel shaky and stressful,
So if you're feeling overwhelmed byyour marketing or maybe frustrated that
things aren't working the way you feellike they should, your website is the
(20:49):
place to start, not because you shouldhave one, not because it's a box to
check and everyone tells you to, butbecause it is the piece that has the
potential to make everything else you'redoing to grow your practice easier.
No other part of your marketingplan has that potential.
When your website.
(21:10):
Is set up correctly and strategically.
Your SEO gets better.
Your referrals convert faster,your consults feel smoother.
You feel more confident sending peoplethere, and it becomes the marketing tool
that really holds the rest together.
It's the one tool that can workquietly in the background day or
night while you are in session or outof it on vacation, doing whatever.
(21:34):
That's really doing theheavy lifting for you.
This isn't an autopilot situation.
It's not launch your website and incomethe clients, but it is set this up
to succeed and have an engine, havea muscle, have a system running in
the background that you can trust,knowing that whatever you pour into
that system, whether that's networking.
(21:57):
Social media or any one of the hundredother ways you can get clients these
days, that system is churning and workingand set up for success because once
your foundation is in place, everythingyou build on top of it starts to click.
So maybe you don't need afancier strategy maybe right now.
You just need a foundationthat works better.
(22:19):
One that reflects your valuesattracts the right people.
And gives you the confidenceto grow on solid ground.
You deserve a website thatpulls its weight and you
are capable of building one.
Thanks for listening.
I'll see you next time.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Special Summer Offer: Exclusively on Apple Podcasts, try our Dateline Premium subscription completely free for one month! With Dateline Premium, you get every episode ad-free plus exclusive bonus content.
The Breakfast Club
The World's Most Dangerous Morning Show, The Breakfast Club, With DJ Envy, Jess Hilarious, And Charlamagne Tha God!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.