When you started your business you probably learned quickly that you need a website. But how did you know how to write a good website? Writing copy for websites is something that not everyone can do, and that’s ok. That’s why you’re the mental health professional and I’m the copywriter!
Good website content is one of the most important parts of having a good website, but it isn’t everything. You also need to think about all the back-end stuff, including Search Engine Optimization (SEO).
We’re going to unpack some of the ways to write a good website. Not everyone is a writer, and that’s ok. That’s why copywriters exist. But I have a few tips and tricks up my sleeve that can help you understand what makes good website content.
The most important part about writing copy for websites is SEO. If you don’t already know, SEO determines how you rank in a Google search. There are lots of ways to use SEO, but let’s go over a couple that matter when you write a good website.
The first is to use keywords and long-tail keywords. These are what people are typing into Google. You want to rank for as many of these as possible so that people can find your site. Because let’s face it, what’s the point of having good website content if no one’s reading it?
A great way to find keywords is to just start typing words and phrases into Google. See what pops up on the first page. But more importantly, scroll down to the bottom of the search page. You’ll see a bunch of related search terms. Start checking those out and before you know it you’ll have your keywords.
One of those back-end things I was talking about is something called a meta description. This is the text that shows up under the title tag when you Google something. It’s a great place to add keywords. For example, one of the long-tail keywords I rank for is “mental health copywriter.” I made sure to put that phrase in my meta description. If you’re on this site because you Googled me, go back and take a look at what popped up.
Meta descriptions, title tags, and URLs need to be a certain length. You control how long those are. You want to make sure they’re long enough that they give all the information but not too long that they lose people. Also, Google will penalize you for writing things are too long or too short.
One of the most important ways to optimize your website for SEO is to write consistent blogs that are also SEO-optimized. Writing copy for websites isn’t complete unless you have blogs written at least once a week. When I first created my website I was all the way in the back of Google searches, past page five (no one looks past page one or two, so that wasn’t good). Once I started writing weekly blogs I moved up to page one within a few months. That may seem like a long time, but not in the world of SEO. A couple of months to rank a website with good content isn’t that long. SEO is a long game.
Good website content flows nicely. I’ve seen a lot of websites that are beautifully designed but don’t make any sense in the way that they’re written. Writing copy for websites can be difficult when it comes to finding the right flow.
This isn’t always true and there are probably people who disagree with me, but the key to good website content is to write the words first and then add the design. You can have a pretty website that makes no sense. People will catch on in about five seconds and “bounce.”
A good website has a low bounce rate, which means that people stayed on your site long enough to click around. People will bounce if they’re not incentivized to click on another page or otherwise engage in more than one page of your website, so make it impossible for them NOT to click on that page.
“Learn more” buttons are great to keep the flow going because you can include a bunch of different things on your homepage. If there’s a “learn more” button it’ll take you to the next page that makes the most sense for what you’re trying to accomplish.
Write About Relevant Content
If you want good website content, you have to write relevant content. Every aspect of your website should be relevant to your therapy practice and who you are as a therapist. It should be clear who and what you do.
That means you need to know who your ideal client is. If you haven’t already, create an ideal client avatar. This is a person you create in your mind that checks all the boxes of the people you hope to work with. Your ideal client is your target audience.
When writing copy for websites you absolutely should be including blogs. Your blogs should be relevant to your target audience. In order to write relevant content, you need to know your ideal audience. What areas of treatment do they need that you can provide? How old are they? Can they afford you? What are their biggest pain points?
Create An Email List
Email lists are great because they give you the opportunity to build and maintain relationships with your clients through regular emails and newsletters.
Good websites include an opt-in with a freebie that adds the person to your email list. When you came to my site you saw my opt-in pop up right away. If you sign up for my email list you’ll get the freebie I’m offering plus emails about me and what I do and an exclusive offer just for you. That’s the kind of thing I recommend to my clients.
Your freebie could be an ebook with tips on how to manage stress or a guide to managing your child’s tantrums. Make sure that people can only get the freebie if they sign up for your email list. Your copywriter will write an automated email sequence that includes the exclusive offer that gets people in the door.
For example, my exclusive offer is a version of an SEO consultation and audit service. In my exclusive offer, I provide a less in-depth version of that for $100 less than my usual rate for the full experience. You can play around with what your offer would be, but it should be something that gets people to act.
Must-Have Pages On Your Website
You don’t need a lot of pages to write a good website. But there are some key pages that you need to have. These are:
- About page
- Services page
- FAQ page
- Contact page
If you have a podcast or have appeared as a speaker or were featured in a magazine, you could also have a “media” or “resources” page. This would highlight your accomplishments and is great PR.
We just went over a lot of ways to write good website content in a very short period of time. If you’re feeling overwhelmed, don’t, because I got you covered.
As a former therapist, I speak your language. And as a copywriter, I know how to write a good website. Writing copy for websites is one of the main parts of my job. Contact me to set up a free consultation. We’ll discuss your website needs and how I can take the burden of writing copy for your website off your plate.