Writing for your psychology or therapy website: How to get started and key principles

Writing for your psychology or therapy website: How to get started and key principles.I've been getting lots of questions lately from people who are getting really stuck with writing for their website. And I see why; it can seem like a really intimidating job. And we've done some really awesome deep dive episodes here on the Business of Psychology with Allie Linn, who's a copywriter, with Vicki Jakes, who's a keyword expert, and with Melissa, who did an amazing episode with us on website design. But I know that it can all feel a little bit overwhelming, and people can get really stuck with just the simple stuff of how to write the basic copy for a homepage and about page on their websites. Today we will talk through the following:Key principles of good writing for psychologists and therapists.Keywords. How you can scatter those through your homepage in order to make sure that the right people can find your website on Google. Homepage. What to include on a good homepage.About page. What you need to say and what you don’t. Key principles of good writing for psychologists and therapists.There are a few key principles that you must remember when you're writing anything that's for your ideal client. So whether that's your website, whether that's your blog, whether it's emails, or social media posts.  Write for your potential clients, not for your peers. This is such a problem for psychologists and therapists, we all do this, we all worry loads about what the people we trained with will think, what old supervisors will think, what other people in our professional groups will think. But the fact is, that doesn't matter. If your mission is to help a certain client group who need your support, then think about them when you're writing and try to cut out all that noise that your mind might generate about what other people in your life might think.Speak their language. You've got to meet your ideal client where they're at right now, rather than where you want them to be. So it may be that the way that they talk about their problems is really different from the way that you would frame them. I think that's very often true, especially if we're in the perinatal, parenting or child development space. It might be that people are saying things online and asking questions online, and you found your ideal clients and you've been talking to them, but you feel a bit uncomfortable with the way that they phrase things. You need to find a way to use that phrasing, their words, in your content and in your website, so that they can see that you understand them and that you don't judge them. People feel really judged if they land on a page and it's not using any of the terminology they would use. And it's very clear that the psychologist or therapist or other professional thinks that there is a better way of talking about it. We would never do that in the first therapy session with someone would we? In our first therapy sessions with people we mirror their language and then we gradually modulate it, do some psychoeducation, maybe change the way that they see the issue...