What’s In It For Them?

This is going to be the most important question you can ask yourself when writing copy for your website.

You need to look at your website from your client’s perspective.

What’s in it for your reader? What do they care about? What’s important to THEM?

Your clients will see your coaching or therapy practice from a different perspective than you do.

They will want to know whether you can help them. That’s really what it comes down to.

Once they are sure that you are the right person to help them, they will want to know how they can work with you. And how they can contact you.

Therefore, your content should be arranged in a way that answers these questions.

You need to make your website about your client, not you.

Use “You” rather than “I”

Does your website contain a lot of “I”? See whether you can rephrase those sentences. Use “You” instead of “I”.

For example: Instead of “I will teach you”, you can say “You will learn”.

Describe the benefits rather than features

We often get caught up in the features of our modality, but what the client cares about are the benefits.

For example: Instead of talking about how “Acupuncture is one of Traditional Chinese Medicine treatments involving the insertion of fine needles on the body” you can talk about how acupuncture can relieve their symptoms.

Show that you understand their pain

Demonstrate to your reader that you really understand them. Show them that you know their pain. Let them see that you get their challenges and problems. And then explain how you can help them resolve their issues.

Use testimonials to show what great work you do

Testimonials from past clients are the most effective way of demonstrating that you are great at what you do. So rather than writing about how great you are at helping others, let your clients tell your readers how you have helped them.

And if you want some help with your website, then get in touch.

Let's chat about your website!

Contact me today to arrange a call.

Hi there!
I'm Uta Demontis.


I help coaches and therapists get more clients.

I'm a coach & web designer.

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Website Checklist for Coaches & Therapists
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