Marketing a Private Practice

Therapy Websites – Free Audio & Video Shows You How To Attract More Clients

The other day I did a one-hour teleconference called, “The Psychology of Client Attracting Websites” for therapists and healers.

I am giving the audio away for free + a video critique I did of a therapist websites.

The audio is just over an hour and it covers the following 5 points on how to make your website client-attracting:

1. The value of the niche-focused website for therapists and healing artists
2. What we know from website usability studies about attracting  therapy and healing clients
3. Why you must have an opt-in freebie / newsletter sign-up on your website
4. How a video introduction can get you more clients
5. The most important element of a client-attracting website: compelling copy

If you haven’t heard me talk on websites for healers and counselors before, you might want to grab the audio-recording now.  Here is the link if if you want to grab them: Client Attracting Websites.

How Compelling Website Copy Mirrors Therapy and Healing – Part 3/5

This article is part 3 in a series called, “How Web Copy Mirrors Therapy and Healing.” In the first article, I defined the term copywriting and then illustrated how compelling web copy can benefit both you and your healing or therapy clients.

In part 2 in this series I discussed the role of empathy in compelling web copy and how it is similar to empathy in your work with your clients.

In this 3rd article, I will show the importance of building hope in your web copy and how this also parallels the healing or therapy relationship.

Once your web copy has shown some understanding and empathy for the suffering your web visitors are experiencing, it’s time to help them build hope that their situation can improve–to show them that it’s possible to move away from pain and suffering.

By the time people arrive at your website, they may have been struggling for a long time and may have tried other methods attempting to find relief with limited, or no results.

Your job at this point in your web copy is to help build hope that may have been lost, or perhaps never existed in the first place. It’s important to mention here that you are *not* making any promises or guarantees that people will feel better if they see you. You are simply helping them see that change is possible.

Why is building hope important? Because if your potential clients don’t have hope, it is less likely they will choose to get help and therefore unlikely that they will become your clients. Furthermore, if they don’t become clients, they are less likely to get the help they need.

So how do you build hope in your web copy?

Just like you do when your clients show hesitancy, doubt or feelings of hopelessness when they come to see you.

You begin by acknowledging their skepticism and doubt, and again show empathy for these feelings.

As you would with a client, you let your web visitors know that it’s natural to feel some hesitancy about seeking help, especially if they have tried unsuccessfully in the past to resolve their problems.

You then reassure them that their life can be different.

By using case studies or testimonials you show them that others have found a way out of their pain, which helps them realize that they can possibly find relief as well.

You build credibility by showing you have the experience, skills, and methods to help them. You use statistics and other evidence to prove that you, or your techniques, have been successful in the past.

You provide whatever information you have that might help them be more receptive to help.

Gradually as you address their fears and concerns about seeking help, their worries begin to melt away.

They will become more receptive to therapy or your healing methods and perhaps be ready to contact you –or at least they will be more likely to remain engaged in your copy and stick around to read more. Perhaps they will even sign up for your newsletter.

Once you have sufficiently built hope, you want to start addressing the specific benefits of working with you. Part 4 of this article will discuss the how to write about benefits in your copy, so stay tuned…

To read Part 1 of this article click here.

To read Part 2 of this article click here.

To add your comments to this article click on the “Comments” link below.

How Compelling Website Copy Mirrors Therapy and Healing – Part 2/5

In the first article of this series I discussed the definition of copywriting and showed how compelling web copy can benefit the client in addition to benefiting you, as a therapist or healing practitioner.

In Part 2 of this series, I am going to show you how using empathy in your copy mirrors the effect of using empathy with your clients in your therapy or healing practice.

As a therapist (and also as a healer) because you care about your clients’ healing process, you take care to ensure you build a strong relationship with them.

And what is the major component in building a strong relationship?

Empathy.

You show your clients that you care, that you understand them and that you really want to help them overcome their problems.

Let’s look at how empathy plays out when potential clients first contact you…

When potential clients first contact you they have a specific problem and that is where their focus is. They want to tell you about their problem and the pain they are experiencing. And, they want to feel that you understand their pain and their specific situation. They want to know that you care and that you ‘get’ them. You will likely ask some questions in order to understand their specific situation better and empathize with their pain.

Through this process of listening, asking questions and showing empathy, you begin to build trust with your potential clients. They then start thinking things like, “Ah, this person seems to ‘get’ me. I feel this person understands what I am going through. Maybe this
therapist (or healer) can help me.”

Potential clients then begin to feel more open to the possibility of working with you. They may not yet have made the final decision to jump on board, but there is an opening towards you that has begun.

And this is precisely what happens for potential clients when your web copy addresses their problems and pain.

When potential clients land at your website they often don’t know anything about you. Their problems are foremost in their mind and they are looking for help.

They are hurting, perhaps anxious, and maybe even feeling discouraged or hopeless about the likelihood of their situation improving.

Your job with your web copy is to show empathy and let them know that you understand their problems. And, in order to show that you understand them, you need to address their problems very specifically.

It is through your web copy that you begin the relationship building process just like you would if you were speaking with a potential client on the phone or sitting with a client in your office. By empathizing with their pain you start to build trust–at least enough
trust to encourage them to stick around and read your website further.

Stay tuned for Part 3 in this series where I will tell you how to continue the relationship building process with clients through your web copy.  Empathy is only the first step. In the next article, I will discuss the importance of building hope in your potential clients and letting them know what the benefits of working with you can be.

To read Part 3 of this article click here.

To add your comments to this article click on the “Comments” link below.

Private Practice Fianances Made Easy

Therapists, Coaches and Healers: Are You Chasing Your Prospects Away from Your Website?

Many people assume that when their web visitors land at their website they read almost everything that’s  there.

In most cases, this is far from what  happens…In fact, your visitors maybe taking a fast exit.

And that is definitely NOT what you want to happen.

Not only do you need to give your web visitors a reason to stick around and read about what you have to offer, you need to make sure you don’t give them a reason to run!

Here are 5 reactions that cause potential clients to leave your site and never return:

1. Confusion

Shortly after they arrive, your potential clients want to know if the site has what they are looking for. If you have an unclear, unfocused or ambiguous message they will feel confused. When people get confused they become agitated, and when they are agitated they leave.

Make sure your site is clearly focused on a specific target market. Have a focused headline that helps them
determine whether or not you have what they want, and make sure your offer is clear.

2. Overwhelm

Does your site overwhelm your visitor with too many elements? Too many graphics, too many colors,
or too many offers?  Overwhelm makes people want to get out of there as fast as they can. Keep the number of elements on your pages limited, and allow plenty of white space to make it easy to see the things you want them to see.

3. Boredom

Does your copy sound bland or boring? Does it make the reader say, “ho-hum”? Prospective clients are not
going to want to hire someone whose website bores them. Have engaging riveting copy that keeps people
glued to your site so they get excited about working with you. Make them feel hopeful that what you
have to offer can help them solve their problems.

4. Impatience

Don’t make your visitors frantically search around trying to find the information they want. Causing your
prospects to feel impatient will obviously be a big turn-off. Make the experience of navigating your website easy and pleasant. This will encourage them to come back as often as possible.

5. Indecision

Don’t leave your web visitors with unanswered questions. When people don’t have all the information they need to make a decision, guess what? They don’t make a decision. They hesitate. They wait. And if they hesitate, they leave your site and may never come back. You can make sure that people don’t leave undecided by giving them the information they need in order to make a decision.
(By the way, do you know what information your target market is seeking? If not, you probably want to find out.)

It is well known that people “buy” based on their emotions. If you are causing your web visitors to experience negative emotions when they visit your site, you will be the one experiencing the negative emotions when you next look at your bank account!

Want to make sure your website isn’t chasing potential clients away?

Check out the Client-Attracting Websites Home Study Program.

Website Content or Website Copy: What’s on Your Healing or Counselor Website?

If you read my December newsletter you will know that starting on February 5 for the first time ever I am offering a website coaching program called the Client-Attracting Websites Coaching Program. This program is for those wanting guidance and advice on how to make their websites attract more clients.

Over the next 5 weeks I am going to be sharing some of the secrets to having a successful website that we will be putting
into practice in the Client Attracting Websites Coaching Program.

By “secrets” I mean the tried and true, proven scientific principals of websites that attract clients.

The sad reality is that most therapists, coaches and health care professionals are still unaware of these principles, and as a
result, their websites are not attracting nearly the number of clients that they should be.

So, here comes the first  secret….

A client-attracting website has client-attracting copy, not simply written content.

Huh?

What does that mean?

Let’s begin with some definitions.

Website content is any content you have on your site.  The main purpose of website content is to provide information to people.
Unfortunately, most websites only consist of content and it’s also what most web designers focus on because they don’t know
any better.

Website copy is also content that provides information, but it goes one step further (and it’s a big step)…

The main purpose of website copy is to get people to take action once they land at your site. This action could be to get people
to sign-up for your newsletter or call you to set up an appointment.

Compelling web copy is the single most important aspect of a healing or counseling website that attracts clients.

People go to your website to find out what you have to offer them. It’s your job to show them how they will benefit from
working with you or from buying something from you. You will have to convince them that they will likely get what they want
from taking the action(s) that you want them to take.

Now of course website content– if it’s well done– will usually attract some clients, but client-attracting website copy will
typically attract a lot more.

How do I know that compelling web copy attracts more therapy or healing clients?

Because it’s been proven over and over.

Many expert copywriters are fanatical about testing their copy.They write different versions of web pages and then test the
results they get. Changing even one word in a headline on a website has been shown to increase response rates by up to 100%
or more.

So, if you want to have client-attracting web copy on your site and want help while you write it, come and join us in the
Client Attracting Websites Coaching Program that begins on February 5.

Writing your client-attracting web copy will be one of the main benefits you will gain from joining us in the coaching program.

I will not only be showing you how to write client-attracting web copy in the coaching program, I will be available to provide
you with personalized guidance, advice and feedback on your copy each and every week for 9 weeks.

I want to help you have your client-attracting website copy completed at least by the end of April, if not sooner.

Sign-up now as the early bird deadline expires January 15.

I can’t wait to “see” you in the program!

Cheers,

Juliet

PS. You can save $50 if you sign up by January 15.Click here to find out more.

PPS. Not ready to join us in the Coaching Program? You can still get the information in the Client-Attracting Websites Home Study
Program and work through the material on your own.  Don’t hesitate though…the price goes up for that on January 16 as
well. Click here for more information.

UPDATE: The next Client-Attracting Websites Coaching Program begins on September 10, 2009. The Early bird deadline expires on August 27, 2009. Check it out.

5 Mistakes Often Made on Healing Artist and Therapist Websites

I recently published my newsletter article on the mistakes therapists and healers make with their websites. These website mistakes are some of the main reasons therapists fail and building a successful therapy, coaching or healing practice.

Here is a summary of the 5 key points:

1. Your Website looks like it was designed by an amateur.

2. Your website does not focus on any particular type of client, or client problem.

3. The content of your site is focused on you, as the counselor or healer.

4.  You lack a strategy for getting potential therapy or healing clients to return to your site.

5. Your site is poorly optimized for search engines.

If you would like to read the full article click here:

If you want help in attracting more therapy or healing clients through your website, you might want to check out the  Client Attracting Websites Home Study Program. Check it out now.

The Launch of The Marketing Dialogues 2007 Website Series for Counsellors and Healers

The launch of The Marketing Dialogues 2007 Website Series: Developing and Marketing a Client Attracting Website was held last week here in Vancouver, BC.

The first dialogue in the series was entitled, Developing a Client Attracting Website: An Overview. One of the highlights of the evening for everyone was a short presentation by Diane Anderson of Diane Anderson and Associates, a client of mine. Diane gave a wonderful presentation on the growth and success of her business after we worked to develop her website and write the copy, and then had Nathaniel Richman of nrichmedia do the design for the site.

Diane’s website is a great example of how important it is to have a client attracting website. She has been getting a great response to it from clients.

The slide on the left shows her increase in clients over the past 2 years and how it has shot up rapidly since her website went up in August, 2006.

Congratulations on your success Diane, and thanks for an awesome presentation! You inspired many.

The Marketing Dialogues are turning out to be a huge success. My intent was to make them not only a learning environment, but also a community where healing professionals, alternative health practitioners and counsellors could network and build relationships with one another. They have, in 3 short months, become all of this and more. I am very pleased to say the least.

If you haven’t yet been out to one and reside in Vancouver, BC, you might want to come and meet us. The next dialogue will be held on Thursday, February 15, 2007. Details here.

About Juliet

I assist counselors, coaches and a variety of healing professionals (i.e. massage therapists, body workers, complimentary health practitioners, etc.) in marketing their private practices.

I have been studying, implementing and educating professionals on both on and off line marketing  methods since 1999. My services include coaching, consulting, and copywriting.

As a former counselor, I understand the resistances, doubts, misconceptions, and other problems helping and healing professionals  have with marketing.

Being an ideas person who thrives on change and variety, I usually have several new business projects on the go, and am constantly learning and testing new marketing approaches.

I am graduate of CoachU, The Institute for Life Coach Training, and member of The School of Coaching at Coachville.

I act as the Director of the Canadian Office of The Institute for Life Coach Training and am a former member of the founding board of  the Vancouver Chapter of the International Coaching Federation. I am also a member of the International Association of Coaches, The Canadian Counselling Association and The Healers in Business Network.

I reside in beautiful Vancouver, BC on the west coast of Canada. In my spare time I love to kayak, hike, dance and listen to great music.

I am an unconventional adventurist, an engaged social activist, and live my life from a Buddhist perspective.

Check out my website for more information:www.julietaustin.com Or visit my marketing a private practice blog at: www.marketingaprivatepractice.com

If you are looking for help with building your practice, check out my low-cost marketing program: www.buildyourprivatepractice.com