Simplifying Copywriting to Improve SEO for Counselors

When I bring up the subject of blogging with my SEO clients, I get a variety of different responses, but the most common responses are: overwhelm, anxiety, and annoyance. As a writer, I struggled to understand why my clients responded negatively to the idea of blogging. After all, blogging is a super important part of a well-rounded SEO strategy. It is a great way to serve your ideal client and get to the top of search engines like Google.

So, to satisfy my curiosity, I polled our clients.

Here was my question: What holds you back from blogging?

• I want to… I just honestly don’t have the time
• I’d much rather use my time to do literally anything else (I want it done for me)
• I don’t know what information to include
• I’m used to the world of academia… so writing in a less clinical way is challenging
• I don’t know how to add content to my website

And… the results are in. The overwhelming majority of our clients said they just don’t have the time.

I get it. Blogging takes some time and as a busy clinician, that’s something that’s hard to come by. But, I want to make blogging feel easy and accessible, especially for those of you who have little free time to devote to it. So today, I want to simplify the blogging process. My hope is that this will make it seem less intimidating.

Write about Things You Enjoy

First things first, in order to make blogging pleasurable and easy to do, it’s critical that you choose a topic that you enjoy writing about. Nothing is more draining than pouring your resources into producing a blog that doesn’t interest you. When you’re not writing about something you’re passionate about, you’re far more likely to get distracted or spend hours researching this topic just to get some ideas. Furthermore, your lack of passion for the subject will come across in your writing and your readers may be able to pick up on it.

A therapist in Franklin, TN shared this antidote with me: “I kinda like copywriting. But I like it more than blogging for sure. I have to decide that “this is the time” and be in the mood to write and be creative. And, I was given a sort of structure outline when I updated my SEO with you all, which was super helpful.

I like writing copy where I can just be myself and realizing that’s the best way to get the best-fit clients. Also, I really hate blogging. Titling, meta descriptions, snippets. And then writing blogs so that the SEO words are in there – that makes it feel sterile in so many ways. So website copywriting is preferable.”

Perhaps, you can relate to his sentiments. Maybe, you’re wondering, how do I target specific keywords and channel my clinical passions? Here’s my answer, first write down a list of topics you’re passionate about, or a list of things you’ve frequently found yourself discussing with your clients. Then take this list, and a list of the keywords you want to target and see how you can tie them together.

Here’s an example:

You’ve been talking to your clients about the importance of sleep hygiene a lot. You’ve helped them understand how getting good sleep impacts their mental health and you’ve provided them with tips on how to solve their sleep-related issues. Great. Write this down.

Now, check out your keyword list. What keywords could you boost? Anxiety, anxiety therapist, anxiety treatment, depression, depression treatment, trauma..? The list goes on and on. Choose or two and think of a way to tie them into this subject. You could write a blog on how proper sleep hygiene lessens depression symptoms, or a Missouri therapist explains why sleep hygiene is important.

When you write about what you enjoy, the words will come and it will take less time.

My hope is that when you sit down to write a blog using this approach, you will find it easy to write about the things you’ve talked about with your clients time and time again. You will know how to explain the subject in a less clinical way and have tips to offer your reader because you’ve shared them with your clients already. When you know what you’re writing about, it’s easier and quicker to produce a high-quality blog.

Write About Timely Topics That Interest You

Another thing you can consider is writing about current events or timely topics. Recently, we discussed Simone Biles’ decision to withdraw from certain Olympic events. My colleague was able to quickly write this blog because she was interested in the topic and had a lot to say because it was fresh on her mind. I encourage you to look for opportunities to do the same.

Perhaps, you read a recent article or news brief that you think your clients would be interested in. Talk about it in a blog post. The key here is to do it when you feel inspired, and that’s usually soon after you hear about a current event. If you don’t have time to sit down and write 500 words on the subject, make a list of talking points on a piece of post-it or on your phone. Then, come back to it later.

Finding the time to do some copywriting is doable, but knowing what to write is another story…

If time isn’t your issue and thinking about what to include and the structure of a blog post overwhelms you, I can help you with that too.

My suggestion is, write as you would talk to a client.

1. Address their pain points
2. Emphasize
3. Provide education on the subject
4. Give them actionable tips
5. Offer them hope (and tie it into your services)

If this isn’t your counseling style, that’s okay. You can still write like you would talk to a client. Then, follow the advice I gave earlier in this blog and look for keywords to target after you’ve written something that interests you. Don’t get too in your head about the structure or what to include, remember you talk to people for a living and you have the skills to communicate your message to your ideal clients.

Finding High-Quality Copywriting Services

Lastly, I have to acknowledge that some people truly do not have any extra time to write a blog. And, that is absolutely okay. If this is the case, I encourage you to consider outsourcing the work if possible. There are lots of copywriting options available at our company and elsewhere to help you blog and get in front of your ideal client. Consider the following:

• Ask your clinicians if you have a group practice
• Ask others to guest blog
• Reach out to grad students or interns
• Talk to a copywriter

A mental health consultant in Denver, CO said: “Copywriting for me feels like a luxury in my life these days. I generally enjoy it but only when I’ve had good sleep and exercise, my other work is caught up, and add that I have childcare…these stars don’t align often. I wish all my blogs could be in my voice or at least highlight more unique perspectives our practice works from. It seems I have to choose between not having it done or it being more generic.”

If you choose to hire a copywriter, it is best to find someone who is willing to work with you to learn about your practice, your ideal client, your brand, and most importantly your specific voice. Our team of SEO specialists would be happy to help you blog with the goal of attracting your ideal clients. We also have a resource list that includes other copywriters we know and trust.

Final Thoughts on SEO and Copywriting

I realize that as a private practice owner, you’re pulled in lots of different directions. So, the time commitment and mental energy that is needed to write copy and blog for your website may be one of the last things you want to do. I hope that approaching blogging in this way will help lessen your stress. It takes some time to get used to blogging and writing copy, but once you do, it will be easier and less time-consuming.

A therapist in North Carolina and Maryland says it best: “Copywriting is so different and it took me a bit to get the swing of things. Using your own voice, connecting with your client, and market yourself is not always easy but totally doable and worth it once you can find your flow!”

Want to know more about blogging, SEO, or copywriting, please reach out to us!

If you’re looking for SEO support, we would love to help you and be a part of your journey to get to the top of Google and reach your ideal client. We offer a variety of SEO options designed to meet the needs of private practice therapists. When you’re ready to begin optimizing your therapy website, please follow these steps:

1. Schedule your free 30-minute consultation with a member of the Simplified SEO Consulting team
2. Learn more about our SEO services and training opportunities
3. Start optimizing your webpage and watch your site rank better on Google!

About the Author:

Cory Moss is a Simplified SEO specialist & our Content Specialist based in the Kansas City metro area. She specializes in working on readability for therapist websites. She really enjoys helping her clients get to the top of Google and attract their ideal clients. Cory is great at speaking to clients about their dream practice and figuring out exactly what content on their website will help them reach those goals. She enjoys helping people learn about SEO and watching how people can improve their optimizing over time!