Speaker:
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Hey there.
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Happy September.
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What?
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September 2026.
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I mean, they tell you that as
you get older, time goes by
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faster and faster, but I didn't
believe it until I experienced it.
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What a wild year.
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I for one am glad to
leave the summer behind.
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July and August 2026 are
months I don't care to repeat.
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Personally, we, we went through a lot.
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My husband had not one but two back
surgeries in August which left him on
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strict bed rest for weeks on end, and me
handling, wrangling, caring for, keeping
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alive three humans our three little kids.
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Fortunately, my mom came out for a
bit and was the, the lifesaver that a
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mom can be in the middle of all this.
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But anyway, we, we find ourselves
here in September and looking
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at the rest of the year, right?
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We are at a time where many, many
clinicians experience an increase
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in inquiries, which hopefully your
practice is set up to receive.
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And it's funny talking about my
mom here because it was someone's
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comment from their mom that brought
on the idea for this episode.
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We wrote copy for a therapist in July,
and she launched her copy in August,
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and she got back to us this week
telling us that not only had she gotten
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four new clients since launching the
website and Psych Today profile that we
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had written for her, but that her mom
read her copy and it sounded like her.
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I mean, that's a crazy compliment, right?
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It's one thing for you to think something
feels good, but for your mom to reflect
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that back to you, someone who likely
knows you better than just about
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anyone, what a special comment, right?
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And this really got me thinking about
the fact that a lot of therapists
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think strategic and sounding
like them are a trade-off, right?
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You gotta pick one or the other, and
usually they're gonna pick strategic.
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Hello, right?
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But I actually think that
these are not at odds at all.
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In fact, I've had, I can count
at least three conversations in
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the last week at the time of this
recording that confirmed this for me.
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I talked to one therapist whose
copy was strategically sound.
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So she had that strategy bucket
totally filled, but it completely
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lost her in the process, and she
didn't know what to do about it.
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I talked to another one whose copy
was technically converting, but
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bringing in all of the wrong people,
and then one who got it right, right,
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and had them both true at once.
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So just in the last week, these three
therapists all wrestling with, "How
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do I make sure my website does what
it needs to do, and still makes sure
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that I'm showing up there," right?
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And this is something we talked about
really recently in our Perfectly Fine
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Website Problem workshop that we ran last
month in August, and the third rule we
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talked about when it comes to becoming
the obvious choice for premium fee clients
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right now is that people choose people.
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Right now, people choose people because
the Internet is drowning in marketing
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right now that sounds like there's
literally no one behind it, 'cause
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there actually might not be, right?
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And as a result, everyone's
skepticism is higher.
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And so it's that idea of being
unmistakable that we talked about in
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a recent episode, that the therapist
with caseloads of premium fee clients
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are the ones who are right now
impossible to mistake for everyone else.
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And you can't do that if
you're not bringing yourself
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into your marketing, right?
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You've likely been trained to downplay
your personality and your voice and
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your point of view, the whole blank
slate thing, right, in grad school.
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But the fact is that right now you
are your biggest differentiator.
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Now, what's interesting is that
credentials, modalities, having a
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niche of some kind used to be enough
to differentiate you because no one was
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that sophisticated in their marketing.
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And now we find ourselves
here in:
2026
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marketing is more sophisticated.
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Everyone has access to Claude
who can give you a strategy
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to Donald Miller's StoryBrand.
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Whatever it is, we've all
heard of these things.
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We're all used to it, and
as a result, what used to be
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differentiators are now table stakes.
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Having a solid website, I mean,
it was the whole basis of our
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perfectly fine website problem.
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You can have a perfectly fine website,
and it's still a problem because
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perfectly fine is table stakes these days.
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So if everyone around you has
the credentials and has at least
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semi-sophisticated marketing, then what
is actually left to choose between?
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You, your personality, your voice,
your point of view, the very things
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that cannot be copied, the very
things that make it unmistakable
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that there actually is a human behind
what this client is looking at.
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So the whole kind of thesis of this
episode that has come as a result of
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the conversations I've had recently,
is that your personality and your
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voice and sounding like you are not
a nice to have layered on top of
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good copy or good marketing strategy.
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They are the strategy.
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Okay, so here are the couple of scenarios
where I saw this play out, and I wonder
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if you see yourself in one of them.
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So one is when strategy
shows up without you.
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So I talked to a therapist who had
worked with a different marketing company
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who specializes in therapists and had
had her website written, and it was
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technically, strategically, totally sound.
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She paid a lot of money for it.
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It was professional.
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It had good structure.
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It hit the right points.
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Like, technically did what
website copy is supposed to do.
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But what she was kind of lamenting
is that it was missing her.
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It was missing her unique point of view
about the anxiety work that she does.
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It was missing her unique approach
when it comes to the kind of
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integrated, holistic approach that
she takes to her work with clients.
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So she read it, and she felt
like she wasn't showing up, and
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she recognized that her clients
would be seeing that too, right?
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We know that clients are looking
at a bunch of different websites,
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five, seven, nine other therapists'
websites, and she recognized.
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She had the insight to realize,
"Oh my gosh, this is what my
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clients were experiencing.
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They can read something that
is technically sound, but
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they have no idea about me.
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They aren't getting to know me,
and therefore they don't know if
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I'm the right therapist for them."
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And so I think this is a really great
example of the fact that strategy only
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copy can technically work, but it does not
build the kind of connection that makes
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someone choose you specifically, and I
want people choosing you specifically.
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I want people saying, "I looked
at a bunch of different websites,"
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or, "I don't care what your fee is.
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I want to work with you."
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And those are not pie in
the sky possibilities.
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Those are real life things that can
happen and that I hear happen in
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the therapists that we work with.
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Because technically fine is not the
same thing as connection, and people
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right now are desperate for connection.
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They want to know there's
a human behind it.
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I shared a stat recently in one of our
Facebook Live trainings that 68% of people
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regularly wonder whether the content
they encounter online is even real.
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Two-thirds of the people reading your
website are wondering if it's even real.
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Y'all, we cannot gloss over the
importance of this right now.
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Okay?
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Connection is critical and especially
in the industry that you're in,
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especially in the deeply relational
work that you do, people are craving
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it, and it's actually possible to
start creating that connection before
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people even get in the room with you.
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That's the beauty of a website done right.
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So that's the challenging rub here is that
you can do it right, check all the boxes,
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but still miss that one piece, that felt
piece that people are ultimately seeking.
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Okay, the second one that I wonder if
you see yourself in, the second scenario
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based on, again, a conversation I had.
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This is from a Confident Copy Live member.
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We just kicked off our final cohort
of:
2026
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a great kickoff party where I got
to meet each of the clinicians and
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hear more about their niche and
their approach and things like that.
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And she shared something really,
really interesting, that her site
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is, by most measures, working.
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She is getting inquiries.
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Awesome.
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Cool.
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We could stop there, right?
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But what was actually wrong is that
these people aren't the right fit.
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So her website was doing a good job of
converting, but it was not attracting
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right-fit clients and blessing
and releasing those who weren't.
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Her copy, she could see, didn't reflect
her and where her niche had gone.
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It wasn't reflective of the
clinician she is today and the
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clients she wants to be seeing.
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We talk a lot about how good
websites, good copy should attract
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right-fit clients and also bless
and release those who aren't.
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We call that filtering.
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If your copy isn't correctly filtering,
then it's not working for you, even
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if the inquiries are coming in, right?
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'Cause marketing, good marketing, is not
just about generating inquiries, period.
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It's about generating the right inquiries.
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So your copy should be created in such a
way that the right-fit client is going to
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recognize themselves, and the wrong-fit
client is going to self-select out.
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They're gonna say, "Nope, that's
not the type of anxiety I'm
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experiencing," or, "Nope, that's not
the type of experience I want out of
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therapy," before they book a call.
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Can your website do that?
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Does it both attract
and bless and release?
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It's gotta do both to really do its job.
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Now, if you don't filter, if your website
doesn't do that for you, then every
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wrong-fit inquiry is time and energy and,
quite frankly, some disappointment, right?
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When in fact, that time and
energy could have gone towards
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someone who was the right fit.
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So a website that sounds like a
generic, sanitized version of you
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can work, but it doesn't necessarily
get the right clients for you.
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Now, here's that third scenario,
again, based on a conversation I had
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when both are happening, when there
is both strategy and personality.
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So a therapist came to us, and she
currently had a website using the
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SimplePractice website extension,
which you'll hear me say is better than
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nothing but is not gonna get you where
you wanna go, especially if you're a
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private pay therapist just because of
how limited you are in the number of
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pages and the formatting and what you
can share and what you can't there.
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It's just, it's not gonna do the
heavy lifting, and she knew that.
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She had it as sort of a placeholder.
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She'd actually purchased one of our
Squarespace templates, but she got the
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template, and she's like, "What do I say?
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Who am I?
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What is my niche?"
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She's kind of having all these existential
questions, and she wasn't getting
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the clients that, that she needed.
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So she came to us.
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She had the template.
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We got to know her on a really deep level.
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We provided recommendations and
consultation on what to focus on,
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how to position herself, whether or
not she should continue focusing on
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individuals or just lean into the
couple's work that she was enjoying,
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and created that copy for her.
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So she was able to easily drop it
into her Weld template, in this case,
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one of the templates from our shop.
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We also wrote her a new Psych
Today profile to coordinate with
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that updated copy, and she went
and launched it early in August.
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And then we heard from her in the
last week of August that she had
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gotten four new clients since those
things had gone live, and she was
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the one who said that her mom read
it and that it sounded like her.
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Again, I love when people get clients.
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I love that compliment from her mom.
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That really represents the fact that
because she brought herself into her
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marketing, it was actually turning into
the types of clients that she wanted.
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So remember, strategy and authenticity,
not necessarily a trade-off here, right?
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They can actually compound each other.
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They can serve one another, and that's
what makes good copy really, really good.
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Because we know that the specificity
of who this clinician was, her
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unique approach to her work with
couples, her unique approach to
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even her work with individuals
is what made the strategy work.
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I just don't think that a generic
version of that site would have produced
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those four right fit clients for her.
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So that's why the question I'd
really like you to ask yourself is
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not just, "Is my copy strategic?"
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But, "Is my copy strategic and me?"
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Okay?
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So I have six questions.
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I wanna do a little self-audit with you
as you look at your website to determine
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if this is doing what it needs to do.
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Okay?
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First is the read aloud test.
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Okay?
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I want you to pull up your homepage
or your about page right now, and
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I want you to read it out loud.
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Literally.
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In your office, by yourself, whatever
it might be, read it out loud.
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Is this something you would actually say?
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My guess is, based on some of the
conversations I have with you and the
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websites I read, the answer is no.
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Okay, good information.
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Move on to number two.
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This is a quick one.
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Pronoun check.
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Are you writing I or did
you write in third person?
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My friend, if you are writing
in third person, please go
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make that change right now.
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We've gotta have I, you, me language
happening in your website, right?
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We are establishing and initiating
a one-on-one conversation between
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you and your ideal fit client.
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We cannot do that if we're saying, "Jane
Smith, LCSW, is a therapist based in
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Nashville who is passionate about…"
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No, no, no, no, no.
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We've got to be talking like a
real person, as a real person.
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Okay?
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Next one is what I call the swap test.
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Could another therapist in your
niche paste this copy on their
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own site and it would still work?
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If yes, you're missing you.
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You are missing the you factor there.
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There are absolutely things you
do that other therapists do.
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There are absolutely parts of
your website most likely that
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could be applied to another
therapist's website and be relevant.
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But as a whole, it
should be unique enough.
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It should have such a differentiated
point of view that it doesn't
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actually apply to others.
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Okay, next up, the jargon test.
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Are you using too much clinical language?
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Are you overusing modality names?
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Are you trying to sound more professional,
buttoned up, LinkedIn bio style
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versus you talking in your own words?
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Okay, so look for jargon.
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Look for those words that your clients
themselves would not understand and
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therefore may just be intimidated
or confused by and replace them.
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Okay, next up, our friend or family test.
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Okay, call your mom just
like this therapist did.
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Have someone who knows you, who
knows you well, read it cold.
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Does it sound like you?
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Are they getting a sense of you
as a person and as a therapist as
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much as they know that part of you?
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Is that coming through?
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And then finally, the filtering test.
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This is my favorite one of
this entire list of six.
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Read your website as a wrong fit client.
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So hold in your mind someone who
is not the right fit, someone maybe
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you had to refer out or you got on a
consultation with you or disappointed
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by because it wasn't a good fit.
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Does anything here make
them self-select out?
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Or would just about anyone
think that they're a fit here?
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So again, hold in your mind a
wrong fit client and read your
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website through that lens.
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Are they able to self-select out?
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If not, your website is not doing
the filtering that it needs to Okay?
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So here's the thing.
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These six audits, the read aloud test, the
pronoun test, the swap test, the jargon
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test, the friend or family test, the
filtering test , if your website doesn't
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pass these, it's probably not 'cause
the strategy is wrong, but the strategy
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very well may be missing you here, okay?
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And that is critical right now.
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Again, people choose people.
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They are desperate for connection.
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They are desperate for personality, okay?
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And personality does not have to
come at the expense of strategy.
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Right now, you are your
biggest differentiator in
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the market that you exist in.
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You probably feel like there are
a ton of therapists around you.
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Most therapists that I know would say,
"Yes, my, my market is saturated."
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Right now, you sitting there in your
office, on your walk, in your kitchen,
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or wherever you're listening to this,
you are your biggest differentiator.
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You are your biggest opportunity
to stand out and to be chosen by
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the right fit clients for you.
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If your website is only strategic
and only has the bones of what is
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technically fine, then it is leaving
that advantage completely unused.
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If your website doesn't have strategy
or this, then we really need to talk,
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but you gotta have this piece, okay?
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If you saw as you went through that audit,
those six questions, those six tests,
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that there are gaps there, then maybe you
need a little distance from your work.
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It's one of the interesting things that
I often hear from the therapists that
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we write copy for is that they're too
close to the work that they do, that they
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don't know how to describe it anymore.
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They need someone to reflect it back to
them, which is one of my favorite things
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about our process is that we really deeply
get to know you, and then we're able to
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develop copy, share it back with you.
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And I even had a therapist tell me in
our copy review session yesterday, she
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said, "I wanna book with that therapist."
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I'm like, "Yes, that's what I want you to
experience when you read your website."
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Oh my goodness, that's who my clients
are choosing to work with, and
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holy cow, I kinda like her, right?
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That's what I wanna see happen.
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Now, our done-for-you services, our
copywriting, but certainly our design as
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well if you're looking for the visual and
aesthetic piece, this is about creating
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something that is both strategically
sound and genuinely like you.
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Okay?
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Both of those things together.
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I tell my team all the time we have
a very, very small team a handful of
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copywriters, a handful of designers
who are all deeply trained on the
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specific process we use for therapists.
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But we take a great care in
really deeply understanding you.
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I can tell you about Jenna.
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She's one of our copywriters.
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She was working with a clinician, we're
about to share the copy with her later
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this week, who is pretty academic.
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Very, very, very, very well-trained.
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Really knows her niche, is very,
very confident in her approach.
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She's a clinical psychologist.
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And Jenna had the forethought, after
meeting this therapist and understanding
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the work that she does and how she
wants to be perceived and how her
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ideal clients are making decisions,
to remove contractions from her copy.
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So rather than can't,
cannot, that kind of thing.
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And there are a couple places we still
used them, but I was reviewing the
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copy that Jenna had written, 'cause I,
I review everything that we write for
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our clients, and I was like, "Oh my
gosh, I could hear her saying this."
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So we really sit with you.
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We really sit with your approach,
your voice, and also what matters to
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your clients, how they're gonna make
decisions about their therapist, and
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then we craft copy that literally
should sound like what you say.
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Now, we have a revision
process, and we always value the
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collaboration with clients to
get our copy to its final state.
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But it's really, really incredible to see
what happens when you get a little bit
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of distance from the work that you do and
you have someone else reflect back to you
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what makes you different, why you're good
at what you do, what type of experience
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you offer, and then for it to feel
like, oh yeah, that's exactly it, right?
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That's why I love our
done-for-you services.
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Now, of course Confident Copy, our
templates, our other great resources.
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In the case of the, the client whose
mom loved her copy, she had purchased
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one of our templates and was able
to plug the copy that we wrote in
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for her and get those clients using
the, the template that we'd created.
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So if you're someone who is more kind
of, you know, gonna bootstrap it and
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that sort of thing, then awesome, DIY it.
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But DIY it knowing that at least the
strategy's there, and then don't forget
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to bring yourself into it, right?
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Make sure that whatever you create
can pass that self-audit, those six
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tests that we just went through.
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If you're interested in chatting
about our done for you services,
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please book a call with me.
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Yes, actually me.
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Sometimes people are like, "Oh, I
thought I was gonna get someone else."
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I'm like, "Nope, it's me."
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But if you wanna sit down and chat about
whether our done for you copy, design,
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branding services would be right for
you, I would love to get to do that.
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Head over to
walkerstrategyco.com/services.
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You can take a look at some of
our packages and schedule a call
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based on your availability there.
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We are, at the time of this recording,
beginning to book into October
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and November, so if that's a good
timeframe for you, get on our schedule.
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If you're looking at the new year, we
could also book out further from there.
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So now is definitely the time to be
thinking about that, especially as, like
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I mentioned at the top of the episode,
we're getting into September, we're
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getting into this busier season, and then
we're gonna get to the top of the year
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where we have yet another traditional
influx of inquiries and things like that.
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Whatever it is that you do, please
bring yourself into your copy.
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Please, please, please bring
yourself into your copy and don't
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let strategy sanitize what makes you
different right now, which is you.
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Which is your unique approach, your point
of view, and the really, really, really
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incredible work you do when you're in
the right room with the right clients.
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I'll see you in our next episode.
