Confused Minds Always Say No
Confused minds always say no.
This is one of the biggest customer pains that can hurt your therapy practice.
People only take action after reading words that cause them to take action.
While the previous sentence sounds reductive, it’s a simple truth. Words (messaging) are what tell people you can help them. Words are what cause people to click ‘schedule appointment’ or pick up the phone.
When the words you use are unclear, they won’t take action. They’ll walk away.
Some areas to explore…
Your practice’s one-liner or buyer mission statement
Headlines on your practice website
Your therapy service options
How you suggest they take action to find help
What happens after they schedule an appointment
What they should expect from their therapist
And some simple ways to cut confusion…
Have someone who isn’t a therapist review your website. Without the curse of knowledge that you bear, they will notice obvious red flags.
Use the free Hemingway App to make sure your writing is accessible. Paste in your web copy and assess its readability. Grade 5–7 is great. Grade 9, 10, and higher will be too hard or too dense.
Ask “how can I make this more clear” or “how could someone misread this” on every section of your website.
Sending more traffic to your website won't do any good if you offer isn't clear. Eliminate confusion and your website will help you build your therapy practice.
PS: the readability of this article is grade 5 😉
