Your chances of converting a casual web browser into an actual client significantly increases when you have a well written, dynamic website profile. Think of your profile as the very first conversation and interaction that you are having with the potential client. Mental health professionals are very skilled at building rapport, communicating empathy and offering support. However, this does not always translate into a client taking that extra step and contacting you. Here are some tips on how to turn a web browser into a new client:
- Communicate empathy and support to the client. Let them know how difficult it can be to reach out for help.
- Ask good, even provocative questions: “Are you suffering from panic attacks and need solutions fast?” “Have you made attempts to change without success?” Your profile should be more about establishing a relationship and rapport with the potential client and less about you (they will find out how great you are when they meet you!).
- Educate them on who you are and your background. Highlight specific achievements or awards. Consider putting your bio towards the end of the profile, not the beginning. Most web browsers, unfortunately, will not read your entire profile and will tend to skim and read the first few sentences of each paragraph.
- Return on Investment. Inform the potential client what they will be receiving (e.g. communication skills, tools to manage anxiety, etc.) in return by investing in therapy. Although therapy is a “service-based” industry, you are still providing your clients with real tools (i.e. your “products”).
- Differentiate yourself. What makes you different than another professional with your specialty? What advanced training or experience do you have in your specialty? Be careful to not bore them with technical language or details that they may not remember or understand.
- Motivate to Action. Encourage the potential client to actually contact you. This is probably the most commonly missed step for therapists.
- Offer an Incentive. Consumers expect something for free, especially on-line. Offer a complementary phone evaluation, a discount on your initial assessment, free tips (e.g. “5 warning signs of Anxiety”) or something to spark the client’s interest in calling you.
- Keep you profile succinct and visually appealing. Write small (2-3 sentence) paragraphs separated from one another rather than a big block of text.
- Contact & Insurance Info. Provide a link to you website, email, etc. if you provide “out of network” insurance coverage then explain what this and how this process works. Reassure the client that you can guide the client through this process in a stress-free manner.