Copywriting 101 for Therapists:
How to Write Client Attracting Web
By Juliet Austin
Marketing Coach & Copywriter
What is Copywriting?
Copywriting is the art and science of writing
sales and marketing materials. The goal is to
get potential clients or customers to take
action on your offer.
Why is Copywriting Important?
People on average are exposed to
somewhere between 1599-5000+ ads
every day. Client-attracting copy will
help your website stand out and get
Copywriting is a well-researched
science with specific principles, rules
and quantifiable results that have been
tested and proven, over and over
• Your copy is the primary element that
determines whether people will hire you.
• 60-75% of buying decisions are made on
the headline alone. A well-written headline
can be 17 times more effective than a poor
• Average conversion rates for websites can
be as low as .05%. This number can get up
to 5% or more with well-written copy.
6 Step Formula for Copywriting
1. Write a client-attracting headline.
2. Identify and describe the client’s
3. Describe the solution.
4. Provide proof and establish
5. Describe your uniqueness.
6. Have a call to action.
1. Attention-Getting Headline
Targeted to a specific audience.
Let readers know that your site is for
Wanted response: “This is me.”
Focus on core problem or key benefit.
Choose interesting, meaningful and/or
Speak to clients emotions.
Be clear and to the point.
Identifies specific problems/pain of client.
Address core emotions.
Shows understanding and empathy.
2. Describe the Problem
Identify specific benefits, outcomes and
Identify positive emotions associated with
solving the problem.
Paint a picture of what the client’s life would
look like if the problem was solved.
3. Describe the Solution
Use compelling testimonials if possible.
Write compelling before/after stories.
Use statistics on your effectiveness as a
therapist and/or your approach.
Describe any special credentials.
4. Establish Credibility
Why should they hire you?
What is special about you?
How are you different/unique?
5. Establish Uniqueness
Tell them what to do next.
Free consultation (maybe by phone or in
Sign up for newsletter, free report,
assessment test, go to another web page, etc.
6. Have a Call to Action