Why Hiring a Mental Health Copywriter is the Best Way To Grow Your Practice
It’s been a long road getting to where you are now.
Four years of undergrad work, followed by a few years working on your Master’s Degree. And then you had a few years of clinical work followed by more studying for your licensure.
Now you’re a licensed professional mental health therapist. You’ve been in your profession for a few years and are ready to grow your practice. You aren’t sure where to go next.
You turn to the most trusted resource for answers to our questions – Google.
You type, “How to grow my mental health practice”. You click on a blog titled “Hire a Mental Health Copywriter and Watch Your Practice Grow” and become intrigued.
“Mental health copywriter? What is this?” you ask yourself.
Glad you asked. My name’s Mary Herzog and I’m a copywriter for mental health and wellness professionals just like you. I write connection-focused copy for therapists, psychologists, and mental health counselors.
If you’d rather skip reading and go straight to talking, click the button and schedule a Discovery Call with me.
But if you’re like most people and want to get a little information first, keep reading.
We’ll start with the basics first.
What’s a mental health copywriter, exactly?
A copywriter writes the words, or the copy, for web pages, blogs and articles, social media ads, email sequences, sales pages, and landing pages. They use words to connect, empathize, and motivate the reader to take some sort of action.
You’ve been exposed to copywriting without even realizing it. It’s happening right now, in fact.
Anytime you’re on a website, get an email from a business, or read a product description on Amazon you’re looking at a piece of copy.
If the copy’s done its job you respond to what it’s asking you to do.
Sometimes it’s as simple as joining a newsletter. Other times it’s making a large purchase for an online course. Either way, the copy’s written and formatted in such a way that you feel compelled and motivated to take the action the copywriter wants you to take.
Who benefits from a copywriter?
Any and all businesses benefit from what a copywriter can do.
As a business owner, your marketing plan is the foundation of your success. It’s impossible to sell without marketing your product or service to the people.
And that’s what copywriting does.
A copywriter provides the words that promote your business, which then brings in the right customers, and the end result is a sale. But it all starts with compelling copy connecting to your readers.
Plenty of businesses have websites with tons of words on them. But a copywriter knows the importance of using those words in an effective way.
Copywriters write copy with the intent:
To establish trust
Build authority in your industry
Develop relationships with consumers.
All with the end goal of getting people talking, sharing, and buying what it is you sell.
But perhaps the most valuable role a solid copywriter does for your business is to get it on page one on Google. And they do this by knowing, understanding, and applying the powerful strategies of search engine optimization (SEO).
What’s SEO and why do you need it as a business owner?
SEO is the way you grow traffic to your website using free, organic, and natural search results. When the copy, or words, on your website are SEO focused, you’re better aligned to show up at the top of Google.
Here’s a simple explanation of how it works.
Google crawls your website and makes notes of the words you use. If you’re using words that are relevant and highly searched for, Google responds well to that and moves you to the top, driving traffic to your website.
This might be the most important part of SEO, so read carefully.
When SEO is done right, you don’t just drive any traffic to your website. You drive qualified traffic.
Why does this matter?
It’s no good having hundreds of people visit your website only to move on and not take any action because you don’t have what they’re looking for. You want people coming to your website who are interested in what you’re selling.
SEO brings your ideal client right to your website, free of charge. That’s pretty powerful stuff.
How does SEO work?
People turn to search engines when they’re looking for an answer, service provider, or product for their problem.
There are close to 19 billion searches (1) done each month in the United States on computers alone. And nearly two-thirds of these are done on Google. This number doesn’t even take into account searches done on mobile devices. That’s an even higher number.
Because people are using search engines a lot to find solutions, we want to make sure you show up on page one as a mental health professional.
SEO works when you use the same words on your website as what people are typing into search engines. You’re telling search engines your website has relevant information based on what someone is looking for.
Why does SEO matter for your mental health practice?
SEO matters for all businesses, including your mental health practice.
Let’s break down how you landed on this blog so you can see SEO in action.
You needed an answer to a specific question – “How to grow my mental health practice”. You went to a search engine and typed that question in and got pages of results matching your search.
The SEO strategies I used in this blog resulted in it showing up at the top, which made it so much easier for you to find it and ultimately click on it.
It wouldn’t have been as effective if you typed something broad such as “growing my business” into a search engine. The results shown wouldn’t have been as applicable to you and your needs.
The same is true when people are searching for therapists online.
People use specific questions when typing a search into Google. Such as “a qualified mental health therapist in my area who specializes in childhood trauma” and they are given results based on those words.
The words people type into search are what we copywriters call keywords. Keywords are highly searched for and relevant words. We want to use these valuable words in the copy on your website so this person has the best chance of finding you and your services.
Using highly searched-for and relevant keywords and phrases in your blogs and website means:
The right readers find you
Those readers turn into clients
Your practice continues to grow
It all comes down to prospective clients being able to find you and an SEO-optimized website is the way to show up.
We’ve covered a lot about what a copywriter for therapists is, and why it’s a smart idea to hire a copywriter for your mental health practice.
Let’s talk a little more specifically about how I, a copywriter for therapists and mental health counselors, can help you grow your private practice with online marketing strategies.
How Can a Mental Health Copywriter Transform Your Online Marketing Strategy?
If you’re feeling a bit overwhelmed by all you’ve read so far, no worries. Here’s where I put it all together.
What you need to know at this point is how important it is for your website to show up on page one of Google, and a skilled copywriter for mental health and wellness can do just that for you.
But showing up on page one is just the tip of the iceberg of what a copywriter in the mental health and wellness space can do for your business. A copywriter for therapists can give your online marketing strategy a complete makeover.
And who doesn’t love a good before and after story?
Online or digital marketing is when you use the internet as a way to promote your brand or business with the goal of connecting with potential customers.
A mental health copywriter writes copy intent on capturing the attention of prospects by connecting with them through their journey and struggles. And as a result, they become clients.
When it comes down to it, all marketing is valuable. But with 5 billion internet users across the world in April 2022 alone, online marketing is invaluable. And if you aren’t taking advantage of it, you’re missing out on huge opportunities for growth.
5 types of online marketing you need in your mental health practice.
Identify your target audience.
It’s really hard to write with a focus on connecting and building rapport and trust when you aren’t clear about who you are writing to.
You might think copywriting for mental health and wellness can be written to everyone who's in need of these services. But the truth is when you write to all you end up writing to no one.
Knowing your ideal client allows your copywriter to use words aimed to speak directly to this person. Depending on who the reader is, a mental health copywriter structures their writing through:
Using language the reader can relate to
Providing appropriate and comparable examples
Showcasing relevant statistics and case studies
Approaching topics in an empathetic way
Understanding the reader’s fear, struggles, and goals
If you have a specific niche of clients you work with, a copywriter for your mental health practice uses keywords incorporating your niche. For example, if your niche is postpartum depression, blogs and website content are written with this specific reader in mind.
Talking directly to a new mom who’s recovering from childbirth, juggling the demands of an infant, and struggling to care for her own needs is a very specific person.
A copywriter crafts their words with this mom in mind. So when she reads your blog or lands on your website, she feels as though it was written specifically for her.
2. SEO-rich blogs
As mentioned previously, people use search engines to find what they are looking for. And if I haven’t pressed upon you how powerful SEO is, this might.
Here are a few statistics I hope will convince you how much people turn to Google when trying to find mental health professionals like yourself.
“Therapist near me” shows 450,000 searches per month on Google.
“Counselor near me” shows 135,000 searches per month on Google.
“Marriage counselor near me” shows 75,000 searches per month on Google.
“Trauma therapist near me” shows 9,900 searches per month on Google.
“Eating disorder therapist near me” shows 4,500 searches per month on Google.
People are searching for you. They’re already doing half the work, all you need to do is show up.
Statistics tell us the first result in an organic search gets 32.8% of the clicks (2). And getting to the first spot means you're putting out quality content infused with SEO strategies, and blogging is a great way to do that.
But, like most things, it’s not enough to put out a 500-word blog once a month and call it good.
Consistency’s key when it comes to SEO. A mental health and wellness copywriter provides blogs full of the right kind of words and strategies. And when this is done consistently, your website moves to page one.
This way when one of those 450,000 searches is done, your practice is the first one they see.
3. Emails and newsletters sent on a regular basis.
Emails and newsletters are one of the most effective marketing tools out there. Here’s a fact that should get you excited – for every dollar you spend on email marketing your return on investment is $36 (3).
Not bad, huh?
Your emails and newsletters are an easy way for you to build trust and establish relationships with current clients, but also connect with potential clients.
A copywriter for therapists can create a welcome email sequence for your practice. This allows you to share your message, stay on top of mind with clients, and provide valuable content. All without spending tons of money in the process.
As with blogging, consistency’s key when it comes to emails and newsletters. You want to continue to stay top of mind with clients. When you use a copywriter, they take this burden off your plate and get it done consistently.
A copywriter for mental health and wellness knows emails and newsletters are a great way to:
Answer questions about therapy and mental health
Provide your hours and contact info
Include freebies relevant to your clients
Share any upcoming events
Send them to your website for online resources and tools
Sending an email or newsletter out once a month isn’t enough. You have a powerful message to share and a copywriter for your mental health practice ensures your message is shared on a frequent basis.
4. Landing pages with a strategic goal.
You might be asking yourself, “Why do I need a landing page? I already have a website. Isn’t that enough?” The quick answer is no.
But let me first explain what a landing page is.
A landing page is a standalone web page with a strategic goal in a larger campaign. Let’s say you’re hosting a webinar on teenage depression. A copywriter creates a landing page specifically focused on getting clients to sign up for this webinar.
Simply putting the event on your website isn’t enough, unfortunately.
People get lost, don’t know where to click, and eventually give up. A landing page is a way to meet people where they’re at, and then guide them in the direction you want them to go. And in using this example, the goal’s to get them to sign up for your webinar. That’s it.
But there’s an even greater benefit when it comes to landing pages.
Once someone has “opted-in” or signed up, you now have their email and can continue building a relationship with them. They’re now a part of your email sequence and newsletters allowing you to start building a relationship. And you do this by providing trustworthy, quality content.
A mental health copywriter creates landing pages:
Clearly explaining the offer
Pinpointing who the offer is intended for
Explaining the value of the offer
Guiding the reader to a single call to action
Removing any barriers in the buying process
If you're looking to increase your client base without adding extra admin work, a landing page is a must. A copywriter creates landing pages for your mental health practice designed to move a prospective client along the journey toward your end goal.
5. Get comfortable with video marketing.
If that makes you nervous, you’re not alone. Many people run from the idea of putting out videos of themselves all over the Internet. Myself included.
But that’s why this is such a valuable online marketing tool. Plenty of people are just too nervous to take advantage of this online marketing avenue.
Video marketing’s one of the best ways to get new clients as a mental health therapist. And what better platform to tackle than YouTube? It’s the best platform to provide value and showcase your credibility and authority.
It’s important to know Google owns YouTube. And you already know Google is the number one search engine on the Internet. But did you know that YouTube is the second largest one? Google loves videos.
So when you’ve got a stellar video with quality content on YouTube, Google favors that and pushes it to the top of the search results page.
Creating valuable content on YouTube is a great way to improve your search engine rankings. Doing this allows your ideal clients to find you quicker and easier.
YouTube marketing helps grow your mental health practice because:
Video grabs people’s attention instantly
It’s a cheap marketing tool
You provide a multi-sensory experience
Quality videos can go viral
It goes hand in hand with SEO
A mental health copywriter creates content for your videos intent on earning you more appearances on YouTube and Google. Copywriters use high-ranking keywords in the headline and description. These continue to improve your SEO.
YouTube offers so much potential for your practice’s growth. Don’t let the stress of creating content stop you from utilizing this platform successfully.
A copywriter provides you with the perfect script. All you have to do is record it.
Expanding your practice starts with hiring a mental health copywriter.
Copywriting and marketing go hand in hand.
You can’t sell your services without marketing them, and marketing requires copy that persuades, connects, and calls readers to act.
A mental health copywriter understands how important words are when speaking with your ideal client about their health and wellness issues. But they also know how to effectively use SEO techniques and strategies so those words get in front of the right people.
If you’re excited about getting your practice to the next level with some of these strategies, book a Free 30-Minute Discovery Call today.
As a copywriter in the mental health and wellness industry, I write copy with empathy as its foundation. Each piece focuses on:
Your client’s burdens, struggles, and pain points
How you have the solution to their struggles
What steps do they need to take to move toward wellness
You became a mental health professional to help others heal, transform, and become the best version of themselves. If most of your time, energy, and resources are given to your patients, it’s hard to find the time, energy, and resources to grow your business.
As a mental health copywriter, I can help grow your business while you continue caring for your clients.
Schedule a Discovery Call today.
(1) "Comscore Releases March 2015 U.S. Desktop Search Engine ...." 15 Apr. 2015, https://www.comscore.com/Insights/Rankings/comScore-Releases-March-2015-US-Desktop-Search-Engine-Rankings. Accessed 12 Jan. 2023.
(2) "Eye Tracking in 2016: How Searchers Interact with Mobile SERPs vs ...." 3 Mar. 2016, https://moz.com/blog/eye-tracking-2016-how-searchers-interact-mobile-serps-desktop. Accessed 13 Jan. 2023.
(3) "The Ultimate List of Email Marketing Stats for 2022 - HubSpot Blog." 30 Nov. 2022, https://blog.hubspot.com/marketing/email-marketing-stats. Accessed 17 Jan. 2023.