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How Compelling Website Copy Mirrors Therapy and Healing – Building Hope: 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 discusses how to write about benefits in your copy.

To start reading at the beginning of this 5-part article series on how web copywriting mirrors therapy, click here.

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

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Edel Walsh, Registered Professional Counsellor and Certified Life Coach

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“My practice filled very quickly after Juliet wrote the copy on my website. I recouped my investment – and more– within a few months of having my website up. I know the reason for this is the tight, targeted copy on my site. How do I know this? Because when people write me to let me know they want to work with me, their emails are very personal. They tell me how much my website copy resonated with them and are ready to commit to working with me before we have even spoken! My practice is now… Read more
Edel Walsh, Registered Professional Counsellor and Certified Life Coach
Moira Mcfadden, Counsellor, Rosyth, Fithe, Scotland
  Moira-headshot“I would highly recommend Juliet as a copywriter and a marketing coach to anyone who is starting up in business. Her copywriting skills alone are worth their weight in gold. I wasted more than £600 on two previous websites until Juliet helped me write the copy on my current site. It’s proving to be very successful in attracting clients. I can’t thank Juliet enough for all the help and encouragement she gave me. You may think she is costing you money, but I promise you her help and advice… Read more
Moira Mcfadden, Counsellor, Rosyth, Fithe, Scotland
DarleeAnn Mathieson, Sports Massage Therapist, Edmonton, Alberta
Darlee-headshot “When I was first referred to you for help with marketing I was lost and I didn’t know what to do to build my massage therapy practice. I was afraid to take any steps in fear of taking the wrong ones. You helped me create a great message on my website focusing on my ideal clients and then you helped me market my practice effectively. With your expert knowledge and skills, I became excited and motivated about my massage practice again. Most importantly, I have 3 times as many clients! Thanks … Read more
DarleeAnn Mathieson, Sports Massage Therapist, Edmonton, Alberta

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