Copywriting tips for trauma-informed therapists: do this, not that
When I first started working with therapists, I kept seeing the same thing: websites, particularly trauma therapist websites, that didn’t sound anything like the warm, grounded, thoughtful humans behind them. The kind of people who made clients feel safe the moment they walked into the room suddenly sounded clinical, stiff, or vague online.
And I get it. Writing about trauma work is hard. You want to sound professional without losing your voice; clear without making promises you can’t guarantee; and, ultimately, discovered by your ideal clients—but also to feel good about how you’re showing up.
If you’re a trauma-informed therapist trying to write your own website copy, I want you to know: you’re not alone. Crafting content for a trauma therapist website is challenging.
So let’s make it a little easier. Here are some of the most common copy mistakes I see on therapist websites—and what to try instead.
1. Speak from the heart, not the textbook
Do this:
"We might explore how your past experiences show up in your body and find gentle ways to navigate them, at your own pace."
Not that:
"I utilize evidence-based modalities rooted in psychodynamic and somatic frameworks."
Why: Many therapists feel pressure to prove their training. But here’s the thing: most clients don’t come to your website searching for a modality. They’re looking for a sense of relief. Someone who gets it. Someone safe.
Plain, emotionally aware language isn’t unprofessional—it’s trauma-informed. Want more on this approach? Visit NICABM’s trauma-informed care guide.
2. Lead with their experience, not your resume
Do this:
"You might be feeling overwhelmed, disconnected, or like no one truly sees what you're carrying. Maybe you've tried therapy before, and it didn’t feel quite right."
Not that:
"I offer individual psychotherapy services for trauma, anxiety, and mood disorders."
Why: As trauma therapists, you know how powerful it is to feel seen. The same goes for your website. When you start with their pain, not your titles, you’re showing them that you see them, not just their "presenting problem."
Need help getting into that mindset? Well, try reading your last few intake forms. What words do clients use to describe why they reached out?
3. Focus on the journey, not the destination
Do this:
"Together, we'll work to understand your patterns and create a sense of safety—one step at a time."
Not that:
"I help you heal from trauma and find freedom from anxiety."
Why: It’s natural to want to offer hope. But promising transformation can feel like a setup for failure—especially for clients who have felt let down in the past.
Ground your copy in the process. It communicates care, realism, and partnership, essential qualities for a trauma therapist website. See examples in Ashley Darnall's blog.
4. Show up as a real human
Do this:
"Hi, I'm Alana. I'm a registered clinical counsellor—but more than that, I believe healing happens in relationship."
Not that:
"Alana James, RCC, provides individual psychotherapy services for trauma and anxiety."
Why: When one of my clients swapped out her third-person bio for something warmer and more personal, she started getting messages from new clients saying, "I felt like you were talking directly to me."
You don’t have to overshare. But showing a bit of your personality helps clients imagine what it might feel like to sit across from you—important for a trauma therapist website.
5. Invite, don’t push
Do this:
"Curious about working together? Let's start with a free 15-minute consult."
Not that:
"Book now."
Why: Calls-to-action (CTAs) can feel...icky. Especially if you’re conflict-avoidant (hi, same). But you do need to guide your reader. The trick? Use language that gives them autonomy and permission, not pressure.
Gentle CTAs help prospective clients move from "maybe" to "ready" at their own pace, an ideal approach for a trauma therapist website.
Bonus tip: Your website is a living thing
I wish more people knew this: your website doesn’t have to be perfect right away. Start with what feels true now. Edit later. (Or ask for help.)
If you'd like support in aligning your website copy with your trauma-informed approach, I offer copywriting and web design services that look at both structure and emotional tone. No pressure. Just a thoughtful look at what might help more of the right people find you on your trauma therapist website.
