How to write about your therapy or coaching services (so more clients reach out)

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Finding the right words to explain your work can feel impossible

If you’re a therapist, coach, or service-based professional, you’ve likely asked yourself:
“How do I talk about my services in a way that feels true to me and attracts the right clients?”

Most therapists are brilliant at their craft—but writing about it? That’s where things get tricky.

The good news? You don’t have to sound pushy or salesy to bring in more of the clients you love working with.

Why the words on your website really matter

When someone visits your website, they’re scanning for one thing: “Can this person help me?”

Your bio, your service descriptions, your homepage—they’re all quietly answering that question. If your words don’t feel clear, welcoming, and reassuring, people may click away, even if you’re exactly who they need.

What happens when your website doesn’t speak to the right clients

You might be:

• Getting fewer inquiries than you’d like
• Hearing “I wasn’t sure if you were the right fit”
• Attracting clients who aren’t aligned with your specialty

And you might be thinking: “Do I just need to market harder?” Actually, the first step is usually finding the right way to explain what you do.

The #1 mistake I see: unclear or clinical wording

Here’s what happens a lot:

• You use broad or vague phrases like “I help people heal” or “supporting growth.”
• You default to clinical terms because you’re worried about sounding unprofessional.
• You avoid calls to action like “Let’s talk” because you don’t want to sound pushy.

How to write about your work clearly and confidently

Instead of trying to "sell" yourself, think about how to:

• Speak directly to your ideal client’s challenges (e.g., anxiety, burnout, parenting stress)
• Reflect their language (not just clinical terms)
• Make it easy for them to take the next step

💡 pro tip: Your website can sound professional and warm at the same time—it’s all about balance.

A real-world example: how one therapist's website overhaul generated 500+ new client leads

Take Dr. Amy Boyers, a psychologist in Miami, who worked with a fantastic web design and copywriting agency down there to improve her marketing strategy and website. By focusing her website copy on clear, empathetic descriptions of how she helps high-achieving adults manage eating disorders and burnout, she:

• +4,194% increase in organic traffic
• 302 leads from Google Search
• 227 additional leads from Google Maps
• Now ranking for 1,600+ keywords, including "eating disorder psychologist" and "therapist Miami"

By refining her copy and improving her SEO, Amy was able to stop relying solely on word-of-mouth and saw a significant lift in trust, traffic, and conversions. That's the power of one hard-working website.

The free template that makes this easy (and stays ethically sound)

I created a free tool that helps you describe your services clearly and confidently—no marketing degree needed. Inside, you’ll find:

• Simple prompts to write your website bio and service descriptions
• Real-world examples that balance empathy, clarity, and professionalism
• A format designed to avoid overpromising and stay within common regulatory guidelines

FAQs therapists and coaches ask me about writing their website copy

Q: Will this help even if I hate writing?
A: Yes! The prompts are designed to make it easy and low-pressure.

Q: Is it aligned with therapist regulatory guidelines?
A: Definitely. The template avoids exaggerated claims and focuses on safe, professional language.

Q: Can I use this for social media too?
A: Absolutely. Clear, human-first writing works everywhere you show up.

Ready to write copy that brings the right clients to your door?

You don’t have to do it alone. The website messaging template is free, easy to follow, and designed to help you attract clients and feel proud of how you explain your work—ethically and professionally.

👉 Download the free template here

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