That opening question might sound a little “in your face” and confrontational, but would you be surprised if I said that, often, this is how many therapists introduce themselves to their prospective clients on their websites?
Okay, that may be a little bit harsh and perhaps a slightly skewed interpretation of things. But, if you have a look at a large number of therapy websites, you will see that, in a lot of cases, the home page elaborates upon the practice owner’s credentials; their training, qualifications and work history; how they’ve spent X years working in this or that service.
It’s all about them.
So … “don’t you know who I am?” often appears to be the point they are making in their efforts to attract clients to come and benefit from their vast experience and multiple skills.
While I appreciate that clients do like to know that the person they are considering coming to see has got the relevant qualifications and experience to help them, often, though, this isn’t their primary criterion for choosing their therapist.
The reality is that their primary issue, when they land on your website, is: “do you understand what I am going through AND can you help me deal with it?”
And those questions are not adequately answered by a list of qualifications.
Clients seek out your website when they are in pain – physically, emotionally or both! They have a problem and they are seeking a solution. They are looking for someone who speaks about their problem in language they understand, someone who recognises their pain and who gives them hope that they can be helped.
Your qualifications can be listed elsewhere on your website, but I would like to encourage you to think about that vital “first impression” that the message on your website will make with prospective clients when they first land there.
In my work coaching therapists, I invite them to put themselves in their clients’ shoes. To think about the clients that they work with now, what their problems were when they came to them and how they expressed these problems to them. Then to think about what words reassured these clients at initial contact.
What if your website was able to provide this reassurance to prospective clients even before they called you?
The good news is that it can! But to achieve this outcome, you need to consider how you can express your core message about the service you provide in language that speaks to your prospective client’s pain and how you can relieve it.
Take a little time to think about what you could say in response to this challenge. Craft a core message that introduces your service to prospective clients in language that reflects their reason for seeking you out. This way of presenting your service will help clients understand the experience that they will have if they work with you.
If you can, communicate to them how your service will prioritise their needs, hear their concerns, respect them, and relieve their pain. Help them see how you will go that little bit further for them to help make their experience of working with you as good as it can possibly be.
If you can speak to them in language that they can relate to, not in jargon or thera-speak, then you are much more likely to bring them on-board as active clients.
For more ideas about how to grow your business, learn to systematise your marketing and maximise your referrals, check out my Marketing Your Practice online training programme (including a special Private Practice Hub member discount!). I can guide you in choosing the best marketing strategies for your practice, develop your core message, identify your ideal client or niche market and create a consistent marketing habit to ensure a consistent flow of work through the door. You’ll also get access to my archive of Coaching Club Calls, with Practice Growth Tips and Bonus Worksheets to aid your Practice Growth, month on month, and much, much more.
This is a Guest article written by Dr Colin Clerkin from Your Practice Coach.