So far we've focused on Who, What and Where. Tonight's post in on Why.
Why is a powerful question - I think the most powerful of them all. For our purposes it frames two particular questions:
Why are people visiting your website?
Why should they pick you to work with?
Let's start with the former. Why are people visiting your website? The bulk of them (or, the ones you hope to reach most - potential clients) have a problem that they need help with. Again, going to the 80/20 rule, most of those people are suffering from anxiety, depression, or relationship troubles.
Mark that one word - suffering. Many of the top therapy marketing experts talk about this - meeting your clients pain. You need to write in a way that recognizes that people are coming to your site in pain - in trouble. Your job is to communicate that you understand the kinds of pain they suffer, and that you can help them with it.
Let's go then to the latter question. There will likely be a number of therapist websites in your area - and most will at least list anxiety, depression & relationships somewhere in their site. Why will they pick you?
This has different layers to it. First, you need to be legitimate - you have to seem credible, professional and confident. This is relayed in everything on your website - the design, text, photos, all of it. This is the gestalt of your website.
Secondly, if you've passed that "sniff test", people will see if they think you cover their problem. If you have a specialty and they need help with that, you are in.
Finally, they want to see if they resonate with you. I call this idea the "Resonance Niche". It says that who you are (your history, your personality, your style) will determine some of the people who choose you. No use in faking this stuff. Some people will be into it, some won't. I don't know anyone, though, who is into incongruence.
OK - off to work!
Happy Counseling! Peter
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