If you’ve ever wondered why your marketing efforts aren’t quite landing—or felt like you’re spinning your wheels trying all the things—this episode is for you. I’m digging into one of the most overlooked and underestimated pieces of a therapist’s marketing strategy: your website.

In this episode, we’ll talk about why your website should be your hardest working marketing tool, what it needs to do to actually convert curious visitors into confident clients, and how to tell if it’s quietly holding you back. Plus, I’ll share a real-life story of a therapist whose new website immediately brought in four ideal clients—all because her new site finally did its job.

Here’s what you’ll learn in this episode:

1️⃣ Why treating your website like a checklist item is costing you more than you realize—and what it should be doing instead

2️⃣ The five essential jobs your website must do to attract, convert, and connect with right-fit clients

3️⃣ Common signs your site isn’t working (and how to fix it without burning it all down)

Resources & Links Mentioned:

• The Walker Strategy Co website: walkerstrategyco.com
• Done-for-you services: walkerstrategyco.com/services

Connect + Subscribe

Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice.

Explore more marketing support for therapists: The Walker Strategy Co website: walkerstrategyco.com

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by Anna Walker—marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.

Hello.

2

00:00:00,330 --> 00:00:00,960

Hello.

3

00:00:01,020 --> 00:00:04,230

Welcome back to Marketing

Therapy, episode seven.

4

00:00:04,800 --> 00:00:09,000

If you've ever said to yourself,

well, I have a website.

5

00:00:09,570 --> 00:00:16,500

Now what this episode is for you, because

here's the truth, a lot of therapists

6

00:00:16,500 --> 00:00:22,229

don't realize until much later on,

your website isn't a box to check.

7

00:00:22,769 --> 00:00:26,489

It's the foundation of your

entire marketing strategy.

8

00:00:27,720 --> 00:00:30,419

Too few therapists

actually treat it that way.

9

00:00:31,049 --> 00:00:34,680

This is not something you build

after you decide to start putting

10

00:00:34,680 --> 00:00:37,320

yourself out there when done right.

11

00:00:37,320 --> 00:00:41,129

It's the thing that makes all

your other marketing efforts

12

00:00:41,129 --> 00:00:44,129

work better because of that.

13

00:00:44,490 --> 00:00:48,900

If your website is not doing its

job, that is the first place to

14

00:00:48,900 --> 00:00:51,899

look before you touch anything

else related to your marketing.

15

00:00:53,399 --> 00:00:56,519

You've heard out there how

important having a website is.

16

00:00:56,579 --> 00:01:01,709

You know that, I don't have to tell

you it, but too many therapists

17

00:01:01,709 --> 00:01:05,280

aren't treating their website like

the foundation that it actually is.

18

00:01:05,789 --> 00:01:09,750

So today we're unpacking the

role your website really plays in

19

00:01:09,750 --> 00:01:15,149

attracting the right clients and

how when done well, it makes every

20

00:01:15,149 --> 00:01:17,220

other piece of your marketing easier.

21

00:01:17,489 --> 00:01:20,370

More effective and also more sustainable.

22

00:01:20,549 --> 00:01:23,160

And sustainability right

now is the name of the game.

23

00:01:24,660 --> 00:01:27,119

Now, let's start with the

big misconception out there.

24

00:01:27,270 --> 00:01:30,630

So many therapists treat their

website like a digital business card.

25

00:01:31,170 --> 00:01:34,050

They make one because they're

quote unquote supposed to.

26

00:01:35,670 --> 00:01:37,259

They throw up a few pages of copy.

27

00:01:37,259 --> 00:01:41,070

They find a couple stock photos

of a stacked rocks or whatever.

28

00:01:41,160 --> 00:01:43,530

They list their credentials box checked.

29

00:01:44,729 --> 00:01:49,350

But here's the thing, your website

is your number one conversion tool.

30

00:01:50,190 --> 00:01:53,789

It's the piece of your marketing

that turns interest it into action.

31

00:01:53,840 --> 00:01:57,080

It's the place where someone goes

from, I think I might reach out.

32

00:01:57,080 --> 00:02:00,440

I heard about this therapist,

to this is my person.

33

00:02:00,890 --> 00:02:04,610

And if that isn't happening, if

that part isn't working, nothing

34

00:02:04,610 --> 00:02:07,220

else in your marketing is going to

work the way that you want it to.

35

00:02:08,720 --> 00:02:11,210

Now, there are a hundred

ways to market your practice.

36

00:02:11,240 --> 00:02:13,520

It's one of the beauties

of being in this industry.

37

00:02:13,520 --> 00:02:15,050

You get to decide how to do it.

38

00:02:15,500 --> 00:02:19,790

You can decide to post on social media,

attend networking events, run ads, create

39

00:02:19,790 --> 00:02:25,460

content, sign up for directories, but

none of these things are as foundational

40

00:02:25,460 --> 00:02:29,630

as your website because all of those

strategies, every single one of them,

41

00:02:29,690 --> 00:02:31,460

ultimately drive people back to your site.

42

00:02:32,540 --> 00:02:36,945

It's where the decision gets,

and if your website doesn't feel.

43

00:02:37,440 --> 00:02:39,480

Aligned, clear, compelling.

44

00:02:39,870 --> 00:02:42,450

That decision is probably going to be no.

45

00:02:43,450 --> 00:02:46,990

So if you've ever felt like your marketing

isn't working or that you're spinning

46

00:02:46,990 --> 00:02:51,490

your wheels trying all the things, I

want you to pause and ask yourself,

47

00:02:51,970 --> 00:02:54,250

is my website actually doing its job?

48

00:02:55,160 --> 00:02:58,220

Can you honestly say your website is doing

heavy lifting for you and your marketing?

49

00:02:58,790 --> 00:03:00,110

If so, great.

50

00:03:00,530 --> 00:03:01,760

This probably isn't the episode for you.

51

00:03:02,300 --> 00:03:05,360

If not, that's where the shift starts.

52

00:03:06,860 --> 00:03:10,190

Let's start by getting clear on

what a strong website is actually

53

00:03:10,190 --> 00:03:13,340

responsible for, because this is what

so many therapists don't realize.

54

00:03:13,670 --> 00:03:15,500

It's not just about

having something pretty.

55

00:03:15,560 --> 00:03:19,130

Although design absolutely

matters and it's definitely not

56

00:03:19,130 --> 00:03:20,750

about proving how smart you are.

57

00:03:21,285 --> 00:03:24,885

We talked a few episodes back about

having a smart website isn't actually

58

00:03:24,885 --> 00:03:26,175

gonna turn into the results we want.

59

00:03:27,765 --> 00:03:32,805

At its core, your website exists

to do one thing very, very well,

60

00:03:32,805 --> 00:03:34,095

and very, very consistently.

61

00:03:34,095 --> 00:03:39,345

For you, that thing is to turn a curious

visitor is into a confident client.

62

00:03:40,725 --> 00:03:43,215

To do that, it needs to

do a couple key things.

63

00:03:43,365 --> 00:03:49,725

One, it needs to convert visitors into

inquiries, the whole goal of your website.

64

00:03:50,910 --> 00:03:53,850

Is to take someone who's thinking about

therapy, who has realized they need some

65

00:03:53,850 --> 00:03:58,740

support and get them to take action, not

by shouting at them, not by selling in

66

00:03:58,740 --> 00:04:05,340

a slimy way, but by building a really

clear, confident journey and case for

67

00:04:05,340 --> 00:04:07,140

why you are the right fit for them.

68

00:04:08,100 --> 00:04:12,540

If your site isn't converting

visitors into inquiries, then your

69

00:04:12,540 --> 00:04:16,079

other marketing efforts are basically

funneling people into a dead end.

70

00:04:17,079 --> 00:04:17,649

I've used the.

71

00:04:18,055 --> 00:04:20,725

Metaphor before of pouring

water into a leaky bucket.

72

00:04:21,385 --> 00:04:22,345

Why would you wanna do that?

73

00:04:22,645 --> 00:04:25,405

If you're out there pounding the

pavement, digital pavement, real

74

00:04:25,405 --> 00:04:28,645

pavement, whatever, to market your

practice and is leading back to a website

75

00:04:28,645 --> 00:04:33,325

that won't convert them, then in so

many ways you've wasted those efforts.

76

00:04:34,765 --> 00:04:39,325

The other thing your website has to do

these days is communicate premium value.

77

00:04:39,385 --> 00:04:41,305

Not just value, but premium value.

78

00:04:42,070 --> 00:04:44,110

That's where everything

starts to work together.

79

00:04:44,110 --> 00:04:49,810

The design, the copy, the flow, it all

sends a message about how professional

80

00:04:49,810 --> 00:04:51,670

and high caliber your work is.

81

00:04:52,600 --> 00:04:55,330

And it's like we've talked about in

past episodes, when you are charging

82

00:04:55,330 --> 00:04:59,470

premium fees, people are looking

for proof that you are worth it.

83

00:05:00,970 --> 00:05:03,905

Your website is where that proof lives.

84

00:05:05,405 --> 00:05:06,935

Your website is where that proof lives.

85

00:05:08,435 --> 00:05:11,105

The next thing your website needs

to do, it needs to reinforce your

86

00:05:11,105 --> 00:05:13,145

niche and your point of view.

87

00:05:14,645 --> 00:05:17,705

I should be able to land on your

website and immediately know who

88

00:05:17,705 --> 00:05:22,535

you help, where you do it, what

you help your clients accomplish.

89

00:05:24,035 --> 00:05:26,615

If I can't figure that out within

10 seconds of landing on your

90

00:05:26,615 --> 00:05:28,265

homepage, I'm probably clicking away.

91

00:05:29,585 --> 00:05:32,225

So we've got to make sure

that niche is shining.

92

00:05:33,095 --> 00:05:36,215

And that point of view, you have

that philosophy, that unique flare

93

00:05:36,215 --> 00:05:39,065

or approach you take to therapy

that needs to be shining too.

94

00:05:40,565 --> 00:05:45,485

And then the last thing, this is that

intangible that happens with a good

95

00:05:45,485 --> 00:05:49,925

website is that it starts to build

trust before your clients even meet you.

96

00:05:50,925 --> 00:05:51,975

That's how we get those.

97

00:05:52,185 --> 00:05:55,305

I read your website and I know you're

the therapist for me, consultations

98

00:05:55,305 --> 00:05:59,835

and emails because a good website

isn't just informing, it's connecting.

99

00:05:59,835 --> 00:05:59,895

I.

100

00:06:00,510 --> 00:06:03,480

It is mirroring your

client's inner experience.

101

00:06:03,570 --> 00:06:05,010

It's making them feel seen.

102

00:06:05,010 --> 00:06:09,510

It's helping them imagine what it

might feel like to be in the room

103

00:06:09,510 --> 00:06:10,920

with you and to do the work with you.

104

00:06:11,920 --> 00:06:16,309

I worked with a therapist recently in

our Done for You program who had all of

105

00:06:16,309 --> 00:06:21,349

the right ingredients, super compelling,

super, just fun to be around, great

106

00:06:21,349 --> 00:06:24,859

clinical skills, really great results

with clients when they were the right fit.

107

00:06:25,189 --> 00:06:28,280

But her old website,

you would never know it.

108

00:06:28,864 --> 00:06:31,414

It was vague, outdated.

109

00:06:31,534 --> 00:06:34,294

It had no real message or niche to it.

110

00:06:35,284 --> 00:06:39,844

We rebuilt it with clear copy, really

bringing her personality through

111

00:06:39,844 --> 00:06:43,974

visually is definitely not your

standard cookie cutter therapy website.

112

00:06:44,214 --> 00:06:46,764

A really clear call to action

and description of what

113

00:06:46,764 --> 00:06:47,694

it's like to work with her.

114

00:06:47,874 --> 00:06:50,484

And the difference was

quite literally immediate.

115

00:06:50,964 --> 00:06:54,084

She sent me an email a month

after launching and she'd gotten

116

00:06:54,084 --> 00:06:55,734

four new ideal fit clients.

117

00:06:56,155 --> 00:07:00,624

Every single one of them had mentioned the

website as the reason they reached out.

118

00:07:01,624 --> 00:07:04,054

That's not magic, that's just strategy.

119

00:07:05,135 --> 00:07:07,505

She was the same clinician

before and after.

120

00:07:07,804 --> 00:07:12,455

We had simply changed the experience

people were having, the trust

121

00:07:12,455 --> 00:07:15,844

that we were building and the

conversion that was happening.

122

00:07:15,844 --> 00:07:20,194

As a result, this is what happens

when your website stops sitting in the

123

00:07:20,194 --> 00:07:23,314

background of your marketing or just being

another box to check and actually start.

124

00:07:23,584 --> 00:07:25,054

Doing its job.

125

00:07:26,554 --> 00:07:30,964

One of the biggest mistakes I

see therapists make is treating

126

00:07:30,964 --> 00:07:34,084

their website right alongside

the rest of their marketing.

127

00:07:34,444 --> 00:07:37,984

So whatever it is that they've decided

to do, whether that's SEO, podcasting

128

00:07:37,984 --> 00:07:41,914

ads, networking, whatever it might be,

their website is just another line item.

129

00:07:42,874 --> 00:07:46,144

Your website is not like those activities.

130

00:07:47,794 --> 00:07:48,994

It comes before them.

131

00:07:49,234 --> 00:07:50,914

It is the foundation for them.

132

00:07:51,844 --> 00:07:55,984

And when your website is set up, well,

whatever you do to market yourself, the

133

00:07:55,984 --> 00:08:00,934

SEO, the podcasting, the ads, it makes

all of those things more effective.

134

00:08:02,314 --> 00:08:03,664

Let's walk through what I mean here.

135

00:08:03,664 --> 00:08:07,779

So in terms of SEO I'll see

people come to me and say, I want

136

00:08:07,779 --> 00:08:08,919

to get clients through Google.

137

00:08:09,489 --> 00:08:13,089

If you don't have a strong website, you

don't have strong SEO period, bar none.

138

00:08:14,319 --> 00:08:18,189

I just talked to a therapist recently

who wanted to insert keywords for

139

00:08:18,189 --> 00:08:20,469

postpartum depression into her website.

140

00:08:20,919 --> 00:08:25,509

Her website wasn't doing anything

to enhance her authority in the

141

00:08:25,509 --> 00:08:26,799

realm of postpartum depression.

142

00:08:26,799 --> 00:08:30,399

We couldn't just insert

keywords into the site.

143

00:08:31,149 --> 00:08:32,828

The site itself has to be strong.

144

00:08:33,938 --> 00:08:35,588

. SEO isn't just about keywords.

145

00:08:35,588 --> 00:08:39,698

It's about how your site is structured,

how clear your content is, what the

146

00:08:39,698 --> 00:08:43,328

journey is like, how well it answers

what your clients are searching for.

147

00:08:43,479 --> 00:08:46,149

All the things that come

with a strategic website.

148

00:08:46,719 --> 00:08:50,799

If you want to get found on Google,

your site has to be set up to actually

149

00:08:50,799 --> 00:08:53,049

receive and convert that traffic.

150

00:08:54,549 --> 00:08:57,159

So that one's SEO, and website

are very, very closely tied.

151

00:08:57,159 --> 00:08:58,509

Let's look at something like directories.

152

00:08:59,709 --> 00:09:03,219

I will die on the hill that

Psychology Today still works and

153

00:09:03,219 --> 00:09:04,359

other directories do as well.

154

00:09:05,649 --> 00:09:09,699

They help you get found, but

they rarely get you chosen.

155

00:09:09,759 --> 00:09:10,599

Sometimes they do.

156

00:09:10,689 --> 00:09:11,169

Sometimes.

157

00:09:11,169 --> 00:09:13,089

If your psych today is structured

really, really well, people will

158

00:09:13,089 --> 00:09:14,649

reach out to you directly via there.

159

00:09:16,149 --> 00:09:18,519

More often than not, they're

going to visit your website first.

160

00:09:20,019 --> 00:09:21,324

They're gonna read your profile.

161

00:09:22,614 --> 00:09:25,284

Start to form a connection and

then click over to your site.

162

00:09:26,364 --> 00:09:30,984

If your site is vague, generic,

outdated, that person's gone.

163

00:09:32,214 --> 00:09:35,784

If your website is strong,

interesting connection focused,

164

00:09:36,984 --> 00:09:38,034

they'll click book consult.

165

00:09:38,784 --> 00:09:41,754

So all of a sudden your directory

just started performing better and

166

00:09:41,754 --> 00:09:44,244

you receive a contact form submission.

167

00:09:44,844 --> 00:09:45,744

How did you hear about me?

168

00:09:45,804 --> 00:09:46,644

Psychology Today?

169

00:09:48,144 --> 00:09:49,074

What about networking?

170

00:09:49,929 --> 00:09:52,509

Let's say someone refers a

client to you, they talk you

171

00:09:52,509 --> 00:09:53,919

up, they say, you're amazing.

172

00:09:53,919 --> 00:09:57,609

You'd be a great fit for this client,

for whatever reason, and then the

173

00:09:57,609 --> 00:10:01,059

client visits your website and

they are completely underwhelmed.

174

00:10:02,379 --> 00:10:06,699

Now, we've created a disconnect between

how awesome they thought you were and the

175

00:10:06,699 --> 00:10:08,949

experience they're having on the site.

176

00:10:09,129 --> 00:10:13,389

The trust built in the referral

conversation is getting lost.

177

00:10:14,889 --> 00:10:18,399

Conversely, if your site reinforces

what they've already heard, if you

178

00:10:18,399 --> 00:10:21,099

are talked up by a referral source

and then they visit your website and

179

00:10:21,099 --> 00:10:25,959

holy cow, that is just shining, then

it becomes easy to say yes to you.

180

00:10:27,459 --> 00:10:28,809

All of a sudden, your

networking got better.

181

00:10:30,309 --> 00:10:31,149

What about social media?

182

00:10:31,719 --> 00:10:33,789

Social media is often

where people meet you.

183

00:10:34,539 --> 00:10:39,069

Your website is gonna be where they

choose you, so they might see a reel.

184

00:10:39,099 --> 00:10:41,409

They might interact with you

on your Instagram stories.

185

00:10:41,964 --> 00:10:43,464

But what are they gonna do after that?

186

00:10:44,154 --> 00:10:45,234

They're going to visit your website.

187

00:10:45,234 --> 00:10:49,074

Your website is the continuing

conversation after someone meets

188

00:10:49,074 --> 00:10:50,904

you somewhere, like social media.

189

00:10:50,994 --> 00:10:52,584

It's where the decisions happen.

190

00:10:53,604 --> 00:10:57,504

So if your website is strong, then

a strong social media presence is

191

00:10:57,504 --> 00:10:58,974

only going to be made stronger.

192

00:11:00,474 --> 00:11:04,249

So yes, these other strategies,

they can work on their own.

193

00:11:04,819 --> 00:11:05,300

Sure.

194

00:11:05,959 --> 00:11:08,060

Psychology Today can work

on its own social media.

195

00:11:08,089 --> 00:11:08,420

Sure.

196

00:11:08,449 --> 00:11:08,900

Networking.

197

00:11:08,900 --> 00:11:09,439

Absolutely.

198

00:11:09,829 --> 00:11:16,249

But when your website is dialed in,

they work better, faster, smarter, and

199

00:11:16,249 --> 00:11:18,199

most importantly, they don't fizzle out.

200

00:11:19,219 --> 00:11:23,719

Because a good website gives you

leverage, it allows the other pieces of

201

00:11:23,719 --> 00:11:30,109

your marketing to carry more weight with

less effort, everything gets better, but

202

00:11:30,109 --> 00:11:34,129

your website does not belong on the same

checklist as the rest of your marketing.

203

00:11:34,159 --> 00:11:35,719

It comes before that.

204

00:11:37,009 --> 00:11:39,439

And that's something that I

just don't see enough therapists

205

00:11:39,439 --> 00:11:41,059

embracing and understanding.

206

00:11:42,559 --> 00:11:45,379

Okay, so by now you might be

wondering, well, how do I know if

207

00:11:45,379 --> 00:11:46,489

my website is actually helping?

208

00:11:46,489 --> 00:11:47,179

I don't know, Anna.

209

00:11:47,749 --> 00:11:48,709

I dunno if it is or not.

210

00:11:49,339 --> 00:11:50,899

Is it helping me or is it holding me back?

211

00:11:52,399 --> 00:11:55,939

Here are some of the more common signs

that your website might not be doing.

212

00:11:55,939 --> 00:11:56,419

Its job.

213

00:11:56,479 --> 00:11:59,119

One is that you're getting

traffic but not consults.

214

00:11:59,509 --> 00:12:01,159

Now, I wanna give a caveat here.

215

00:12:02,059 --> 00:12:04,729

You need sufficient

traffic to your website.

216

00:12:06,229 --> 00:12:09,349

You need eyeballs in order

to turn into consults.

217

00:12:09,709 --> 00:12:15,139

So if you don't have enough traffic

coming to the site, it can be difficult to

218

00:12:15,139 --> 00:12:18,259

know, is this a website issue or is this.

219

00:12:18,634 --> 00:12:20,554

A traffic issue, so please know that.

220

00:12:20,854 --> 00:12:24,904

But if you know people are landing on

your site, if you are boots on the ground

221

00:12:24,904 --> 00:12:29,704

out there, marketing your practice, maybe

net networking directory, social media

222

00:12:29,714 --> 00:12:33,794

what have you, but you're not hearing

from them, that's a conversion problem.

223

00:12:34,634 --> 00:12:37,934

And it tells us that something

on your site might be unclear,

224

00:12:37,934 --> 00:12:42,164

forgettable, giving them some reason

to not reach out or to click away.

225

00:12:43,664 --> 00:12:46,634

Another sign your site might not be

doing its job is if your consults

226

00:12:46,634 --> 00:12:49,034

feel really vague or disconnected.

227

00:12:49,034 --> 00:12:50,084

Like a shot in the dark.

228

00:12:50,714 --> 00:12:54,164

If people are showing up saying things

like, I'm still looking around, or I'm

229

00:12:54,164 --> 00:12:58,784

not sure what I need, that tells us that

your website didn't help them pre-qualify

230

00:12:58,784 --> 00:13:00,794

themselves for being a good fit.

231

00:13:01,094 --> 00:13:04,154

And that's not to say every single

right fit client is going to show

232

00:13:04,154 --> 00:13:10,154

up 100% sold to a consult, but we

should see a trend in their openness.

233

00:13:10,499 --> 00:13:14,789

And awareness of the work that you do

and how it aligns with their needs.

234

00:13:15,689 --> 00:13:20,339

Because a strong site helps people

see themselves in your message.

235

00:13:20,459 --> 00:13:24,179

So they come in already

halfway to saying yes, right?

236

00:13:24,179 --> 00:13:28,319

So we should see a theme of that, and if

we're not, then it tells us that something

237

00:13:28,319 --> 00:13:29,729

might be missing in that connection.

238

00:13:31,229 --> 00:13:34,409

Another thing, if you don't feel

proud to share your website.

239

00:13:35,909 --> 00:13:38,639

If you hesitate before sending

someone your link, if your gut

240

00:13:38,639 --> 00:13:44,339

reaction is, it's not great, but

here you go, hear me, that matters.

241

00:13:45,479 --> 00:13:49,919

And this is one of those intangible

things that is hard to measure, but if

242

00:13:49,919 --> 00:13:53,429

you don't feel good about your marketing,

your clients can sniff that out.

243

00:13:53,609 --> 00:13:55,799

Your referral can sniff that out.

244

00:13:57,089 --> 00:14:00,269

A lack of confidence trickles into

how you talk about your work and

245

00:14:00,269 --> 00:14:02,189

how people experience you online.

246

00:14:02,864 --> 00:14:05,234

If you don't feel good about

sending people to your website, if

247

00:14:05,234 --> 00:14:08,624

you know it's not doing its job,

that will impact your marketing.

248

00:14:10,124 --> 00:14:13,394

I've seen it happen and it's one of

those, like I said, strange intangibles,

249

00:14:14,894 --> 00:14:18,794

but the transformation that comes

when you feel good about talking about

250

00:14:18,794 --> 00:14:22,484

your work, when you feel good about

sending people there, dropping your

251

00:14:22,484 --> 00:14:26,654

URL when responding to a Facebook post,

whatever that might be, that matters.

252

00:14:28,154 --> 00:14:30,914

And then of course, if you're not getting

inquiries that reflect your ideal client.

253

00:14:30,914 --> 00:14:32,924

We talked about this in a past episode.

254

00:14:33,044 --> 00:14:36,674

If you're attracting people who are fee

resistant, who are not aligned with your

255

00:14:36,674 --> 00:14:41,594

niche, not a good clinical fit, this

might not be because your practice is off.

256

00:14:41,624 --> 00:14:43,274

It's just the way that

you're presenting it.

257

00:14:43,334 --> 00:14:47,234

So we might see some opportunity

there for improvement as well.

258

00:14:48,764 --> 00:14:51,614

The bottom line is that if

your site is not consistently

259

00:14:51,614 --> 00:14:53,564

leading to RightFit consults.

260

00:14:54,524 --> 00:14:58,604

Right fit inquiries that are

converting into clients, then

261

00:14:58,604 --> 00:14:59,864

it's time to take a closer look.

262

00:15:01,214 --> 00:15:05,384

Your website in this market absolutely

needs to be one of the hardest

263

00:15:05,384 --> 00:15:06,944

working parts of your business.

264

00:15:07,724 --> 00:15:12,554

And if it's not pulling its weight,

it's a signal that we need to revisit.

265

00:15:12,584 --> 00:15:13,544

We need to realign.

266

00:15:15,044 --> 00:15:18,614

Now, what does a strong strategic

conversion, friendly, all the

267

00:15:18,614 --> 00:15:20,504

things website actually include.

268

00:15:21,420 --> 00:15:24,749

Now there are a lot of bells and whistles

you can add to your website, and I love

269

00:15:24,749 --> 00:15:26,069

a good bell and I love a good whistle.

270

00:15:26,069 --> 00:15:31,049

But here's the fundamentals we have got

to have clear and client-focused copy.

271

00:15:31,049 --> 00:15:31,499

Number one.

272

00:15:32,519 --> 00:15:35,789

At the end of the day, the number one

determining factor in whether people reach

273

00:15:35,789 --> 00:15:37,709

out to you are the words on the page.

274

00:15:38,910 --> 00:15:44,549

Your site should speak directly to

your ideal client's experience less.

275

00:15:44,549 --> 00:15:46,890

Here's my resume, what

I'm passionate about more.

276

00:15:46,890 --> 00:15:49,229

Here's how I help people like you.

277

00:15:50,369 --> 00:15:55,799

This means having specific emotionally

resonant conversational language.

278

00:15:55,799 --> 00:15:58,289

If you wouldn't say it out loud,

don't write it on your website.

279

00:15:58,979 --> 00:16:01,859

That is centered around what

your client is going through and

280

00:16:01,859 --> 00:16:03,149

how you help them move forward.

281

00:16:04,649 --> 00:16:05,429

So that's the first thing.

282

00:16:05,429 --> 00:16:07,739

We have to have that

clear client focused copy.

283

00:16:08,229 --> 00:16:12,519

If you're wondering where to start

to improve your website, your copy is

284

00:16:12,519 --> 00:16:14,589

100% where I would suggest beginning.

285

00:16:15,760 --> 00:16:21,100

The next thing we have got to have

a clear brand and visual presence.

286

00:16:22,209 --> 00:16:25,030

The words that you work so hard

to write and your design, they

287

00:16:25,030 --> 00:16:26,500

need to feel cohesive together.

288

00:16:26,709 --> 00:16:30,250

They need to reflect the tone,

the energy, the personality of

289

00:16:30,250 --> 00:16:31,660

your work and your practice.

290

00:16:32,680 --> 00:16:36,010

If you're very warm and relational in

real life, which I imagine you are,

291

00:16:36,340 --> 00:16:41,560

your site shouldn't feel clinical and

stiff and robotic, we need your brand

292

00:16:41,560 --> 00:16:43,960

voice, and that is ultimately your voice.

293

00:16:44,289 --> 00:16:49,360

And your visuals to align so that people

are really trusting what they see.

294

00:16:49,630 --> 00:16:50,949

It feels consistent.

295

00:16:52,450 --> 00:16:56,260

We also really need to make sure that the

journey through your website is clear.

296

00:16:56,260 --> 00:17:00,400

So an easy to navigate structure

is also very important here.

297

00:17:01,510 --> 00:17:04,599

Your website should not

feel like a scavenger hunt.

298

00:17:04,930 --> 00:17:07,839

Today I was looking at a therapist's

website trying to get to her

299

00:17:07,839 --> 00:17:11,020

specialty pages, and they were

all named really strange things.

300

00:17:11,020 --> 00:17:12,670

I could barely make my

way around the menu.

301

00:17:12,730 --> 00:17:14,380

One of the pages was hidden in the footer.

302

00:17:15,220 --> 00:17:17,200

If I was a client, I

would've just clicked away.

303

00:17:17,290 --> 00:17:18,970

It was genuinely confusing.

304

00:17:19,869 --> 00:17:21,730

Your website shouldn't

feel like a scavenger hunt.

305

00:17:23,230 --> 00:17:26,200

Make it simple for people to

find what they need, whether

306

00:17:26,200 --> 00:17:29,410

that is your specialties, your

about page, your contact form.

307

00:17:29,770 --> 00:17:33,130

Make it easy for them to find

the information that is going to

308

00:17:33,130 --> 00:17:35,530

lead them to realize you are the

therapist they've been looking for.

309

00:17:36,160 --> 00:17:39,460

The easier that journey, the more

likely they will take action with you.

310

00:17:40,960 --> 00:17:44,470

And then finally, make sure that

your website has a confident, a

311

00:17:44,470 --> 00:17:46,600

clear invitation to reach out.

312

00:17:48,085 --> 00:17:52,255

This sounds obvious, but you would

be surprised how many therapists bury

313

00:17:52,255 --> 00:17:54,835

or kind of downplay getting in touch.

314

00:17:55,495 --> 00:17:58,585

They don't wanna have too many buttons

because they don't wanna be pushy.

315

00:17:59,425 --> 00:18:01,915

We call this your CTA

or your call to action.

316

00:18:02,065 --> 00:18:08,305

It should be clear, warm, easy

to find from every single page.

317

00:18:09,085 --> 00:18:13,225

Not if you want or no pressure, but

something that really feels like, Hey,

318

00:18:13,225 --> 00:18:14,575

if this sounds like what you need.

319

00:18:15,025 --> 00:18:15,745

Let's go.

320

00:18:15,775 --> 00:18:16,735

Let's get started.

321

00:18:16,915 --> 00:18:20,455

Remember, your RightFit client is

here because they are motivated

322

00:18:20,455 --> 00:18:22,345

and ready to do the work.

323

00:18:22,705 --> 00:18:25,705

Don't bury the lead or make that

more difficult than it needs to be.

324

00:18:26,065 --> 00:18:29,545

Invite them to take the next

step by having really clear

325

00:18:29,545 --> 00:18:31,105

invitations to do that.

326

00:18:32,605 --> 00:18:35,095

And then one bonus sign

of a strong website.

327

00:18:35,485 --> 00:18:36,655

You feel proud of it.

328

00:18:37,645 --> 00:18:41,545

You should be excited to

send people to this truly.

329

00:18:43,045 --> 00:18:48,295

It should reflect your values and your

voice and your vision for your practice.

330

00:18:48,535 --> 00:18:52,014

It should be something you actually

want people to see, because again,

331

00:18:52,014 --> 00:18:55,345

when you have that foundation and

you have the confidence in it,

332

00:18:55,825 --> 00:18:57,775

everything else starts to get easier.

333

00:18:59,275 --> 00:19:02,185

You might be sitting here

thinking to yourself, okay, Anna,

334

00:19:02,575 --> 00:19:03,775

but I already have a website.

335

00:19:03,895 --> 00:19:05,845

It's not perfect, but it's fine.

336

00:19:06,745 --> 00:19:07,585

Isn't that enough?

337

00:19:09,085 --> 00:19:14,215

And here's my honest answer, maybe,

but good enough isn't good enough.

338

00:19:14,215 --> 00:19:18,325

If you're not getting consistent

results, if people aren't reaching

339

00:19:18,325 --> 00:19:22,795

out to you because of your website,

if you're not hearing your website

340

00:19:22,795 --> 00:19:28,375

really spoke to me on consult calls, if

it's not leading to right fit private

341

00:19:28,375 --> 00:19:33,025

pay clients, then good enough might

be costing you more than you realize.

342

00:19:33,235 --> 00:19:34,435

Only you can decide that.

343

00:19:35,935 --> 00:19:38,545

Now, this doesn't mean you

need to burn it all down.

344

00:19:38,875 --> 00:19:43,735

It doesn't mean you need a $10,000

rebrand or six months to start

345

00:19:43,735 --> 00:19:47,095

from scratch, but it does mean

it's really time to get honest.

346

00:19:48,385 --> 00:19:50,905

Is this site really doing

the job you need it to do?

347

00:19:51,805 --> 00:20:00,535

Is it helping people say yes, or is it

quietly creating confusion, hesitation,

348

00:20:00,535 --> 00:20:02,575

distance with your ideal clients?

349

00:20:04,075 --> 00:20:06,685

Get really honest with yourself because

only you know the answer to that.

350

00:20:08,125 --> 00:20:08,785

And I get it.

351

00:20:08,815 --> 00:20:14,515

Sometimes more often than not, you've

poured a lot of time, energy, and

352

00:20:14,515 --> 00:20:16,015

or money into your current site.

353

00:20:16,165 --> 00:20:17,035

I understand that.

354

00:20:17,275 --> 00:20:20,095

And the idea of reworking it

can feel incredibly exhausting.

355

00:20:21,535 --> 00:20:25,735

But your website is one of the

very few business investments

356

00:20:26,005 --> 00:20:30,805

that touches every single part of

your marketing, every single part.

357

00:20:31,315 --> 00:20:32,845

It is the foundation.

358

00:20:33,745 --> 00:20:35,455

And if that foundation isn't solid.

359

00:20:36,040 --> 00:20:40,570

Anything you build on top of it is

going to feel shaky and stressful,

360

00:20:42,070 --> 00:20:45,580

So if you're feeling overwhelmed by

your marketing or maybe frustrated that

361

00:20:45,580 --> 00:20:49,480

things aren't working the way you feel

like they should, your website is the

362

00:20:49,480 --> 00:20:54,040

place to start, not because you should

have one, not because it's a box to

363

00:20:54,040 --> 00:20:57,910

check and everyone tells you to, but

because it is the piece that has the

364

00:20:57,910 --> 00:21:02,350

potential to make everything else you're

doing to grow your practice easier.

365

00:21:03,670 --> 00:21:07,540

No other part of your marketing

plan has that potential.

366

00:21:09,040 --> 00:21:09,910

When your website.

367

00:21:10,285 --> 00:21:13,165

Is set up correctly and strategically.

368

00:21:13,225 --> 00:21:14,545

Your SEO gets better.

369

00:21:14,725 --> 00:21:18,295

Your referrals convert faster,

your consults feel smoother.

370

00:21:18,775 --> 00:21:23,365

You feel more confident sending people

there, and it becomes the marketing tool

371

00:21:23,365 --> 00:21:25,915

that really holds the rest together.

372

00:21:26,905 --> 00:21:30,085

It's the one tool that can work

quietly in the background day or

373

00:21:30,085 --> 00:21:33,745

night while you are in session or out

of it on vacation, doing whatever.

374

00:21:34,315 --> 00:21:36,175

That's really doing the

heavy lifting for you.

375

00:21:36,255 --> 00:21:38,265

This isn't an autopilot situation.

376

00:21:38,673 --> 00:21:44,013

It's not launch your website and income

the clients, but it is set this up

377

00:21:44,013 --> 00:21:49,083

to succeed and have an engine, have

a muscle, have a system running in

378

00:21:49,083 --> 00:21:53,793

the background that you can trust,

knowing that whatever you pour into

379

00:21:53,793 --> 00:21:56,253

that system, whether that's networking.

380

00:21:57,183 --> 00:22:00,393

Social media or any one of the hundred

other ways you can get clients these

381

00:22:00,393 --> 00:22:07,953

days, that system is churning and working

and set up for success because once

382

00:22:07,953 --> 00:22:10,923

your foundation is in place, everything

you build on top of it starts to click.

383

00:22:12,423 --> 00:22:16,083

So maybe you don't need a

fancier strategy maybe right now.

384

00:22:16,083 --> 00:22:17,973

You just need a foundation

that works better.

385

00:22:19,053 --> 00:22:22,833

One that reflects your values

attracts the right people.

386

00:22:23,493 --> 00:22:27,363

And gives you the confidence

to grow on solid ground.

387

00:22:28,893 --> 00:22:30,903

You deserve a website that

pulls its weight and you

388

00:22:30,903 --> 00:22:32,973

are capable of building one.

389

00:22:33,993 --> 00:22:34,623

Thanks for listening.

390

00:22:35,913 --> 00:22:36,513

I'll see you next time.