The Most Common Copywriting Mistakes Therapists Make (And How We Fix Them)

You’re staring at a blank page, trying to write the perfect homepage, about page or blog. You want it to sound professional, warm, and maybe even SEO-friendly — but suddenly you’re spiraling over whether “healing journey” sounds too cliché or if you should include every detail about your training. Doing your own copywriting is hard. Even harder when you’re trying to sound like you and connect with potential clients, not write a college thesis.

If that sounds familiar, you’re not alone. Here are some of the most common copywriting mistakes we see therapists make (and how we help clean them up).

1. Writing Like It’s a Graduate Paper Instead of a Website

We see this all the time. You’re trained to be thorough and precise, which makes sense in your clinical notes and intake forms. But online? People aren’t looking to read a dense, academic breakdown of your work.

They’re skimming. Possibly overwhelmed. They’re just trying to figure out if you get them.

Here’s the thing: your potential clients aren’t reading your site the way a professor might read a thesis. They’re probably skimming while half-distracted, looking for quick signs that you understand what they’re going through and can actually help.

Dense paragraphs, clinical jargon, and long-winded explanations can feel overwhelming. And if they can’t immediately see how you relate to their struggles or what kind of support you offer, they’re likely to click away before giving you a chance.

What we do instead: We focus on readability first. That means breaking up long blocks of text, simplifying your language, and making sure your content is easy to scan. We also make sure your copywriting actually sounds like you — grounded, conversational, and compassionate. When your writing feels warm and human, it helps clients feel seen — and makes them more likely to reach out.

2. Getting Stuck Between “Conversational” and “Professional”

This is such a common challenge. On one hand, you don’t want your website to sound stiff or robotic — but on the other, you’re a trained professional, not someone casually giving advice on Reddit. Striking the right balance between being warm and being credible? It’s trickier than it sounds.

A homepage that sounds like a group chat might not instill confidence. But one that reads like a peer-reviewed journal article might push potential clients away. The goal isn’t to choose one extreme or the other — it’s to find a blend that feels natural and true to you.

We dive deeper into this balance in this blog on conversational vs. professional tone, but here’s the short version:
Your clients want to feel like you get them, and that you know what you’re doing. Your content should make them feel safe and seen.

What we do instead: We spend time getting to know your voice and how you naturally connect with people. Whether that’s through an intake call or questionnaires, we listen for how you speak in real life — and we write to match that tone.

3. Choosing Blog Topics That Are Too Broad (or Too Long)

We love a good blog post! And yes, blogging can absolutely support your SEO strategy. But here’s the problem: when your blog tries to answer everything about anxiety, complex PTSD, or parenting struggles in one 2,000-word post, it can easily become overwhelming for your reader.

Most potential clients aren’t settling in for a deep-dive research session. They’re scanning for answers, reassurance, or a sense that someone understands what they’re going through. If they land on a post that feels more like a textbook than a helpful resource, they’re likely to click away before they ever make it to your call-to-action.

And from an SEO perspective? Trying to cover too many bases in one post can actually hurt your chances of ranking. It dilutes your focus and makes it harder for search engines to understand what the page is really about.

What we do instead: We help you choose focused, strategic blog topics that directly address the real-life questions your ideal clients are asking. Each post is written with a clear purpose, a specific keyword in mind, and enough substance to be helpful, without overwhelming your reader.  This may also look like doing a blog post series that you post throughout the month.  We keep things short, digestible, and laser-focused on connecting with your audience and supporting your SEO goals.

4. Obsessing Over Grammar Instead of Clarity

Let’s be honest — most therapy clients aren’t reading your website with a red pen in hand. They’re not grading your copywriting on grammar; they’re trying to figure out if you’re someone they can trust.

So yes, we value clean, professional writing. But if you’re spending hours making sure every sentence is perfectly structured, you’re probably missing the bigger picture. What really matters is whether your message is clear, your tone is warm, and your copywriting sounds like you.

Technically perfect grammar doesn’t mean much if the sentence is hard to follow or feels stiff. And no, your clients aren’t going to bounce because you ended a sentence with a preposition. But they will bounce if your content feels robotic or confusing.

5. Not Saying Enough

At Simplified SEO Consulting, we understand that you don’t want to sound pushy or “sales-y.” However, if your website content is too vague, short, or doesn’t answer basic questions, your potential clients will leave feeling confused, unsure, or worse — completely disengaged.

People need to know who you help, how you help them, and what they need to do next to reach out. Without this clarity, it’s hard for them to know if you’re the right fit for their needs. And when your copywriting is too vague, they might not even realize you’re the solution they’re looking for.

The good news? You can be clear about what you offer without being pushy or overly “sales-y.” You can be warm, welcoming, and still provide all the necessary details for potential clients to confidently take the next step.

6. Keyword Stuffing Like It’s 2010

Yes, keywords still matter. But here’s the reality: cramming the same keyword, like “trauma therapy in Seattle,” into every paragraph doesn’t just make your website sound forced and unnatural — it can actually hurt your SEO ranking. Search engines have evolved, and so has what they consider valuable content. Google now focuses on content that feels natural, helpful, and authentic, rather than content that seems like it’s been written for the algorithm.

When you overstuff your content with keywords, it detracts from the message you’re trying to convey and could cause potential clients to disengage. It also doesn’t align with the kind of thoughtful, helpful content that Google wants to highlight.

What we do instead: We do strategic, thoughtful keyword research and carefully build those keywords into your copy in a way that flows naturally and supports your overall message. Our goal is to ensure your keywords help guide your potential clients to the content they need without overwhelming them or making the copy feel forced. The result? Content that speaks to your ideal client and ranks well with search engines — all while keeping the focus on clarity, trust, and connection.

Stop Overthinking It — Start Connecting

At the end of the day, your website and blog content should be a reflection of you — your expertise, your approach, and your ability to connect with clients truly. At Simplified SEO Consulting, our copywriting services create clear, approachable, and strategic content that not only resonates with your ideal clients but also boosts your online presence. Whether it’s refining your homepage, crafting engaging blog posts, or making sure your message is both human and SEO-friendly, we’re here to make sure your copy works harder for you. Let us help you transform your website into a powerful tool that attracts the right clients and makes it easy for them to get in touch.

Start Reaching Your Ideal Clients Today

Ready for a website that actually sounds like you — and helps the right clients find you? We’d love to help. Whether you need a refresh of your website, blog content that feels more like a conversation than a college essay, or just a second pair of eyes to bring clarity to your words, we’re here for it. Follow the steps below to schedule a free consultation:

1. Reach out to work with us and let’s make your message clear, confident, and true to who you are.
2. Learn more about copywriting by exploring our blogs.
3. Work with a specialist who crates content that speaks to your ideal client and ranks well with search engines.

Other Services Offered by Simplified SEO Consulting

In addition to copywriting services, we provide a variety of services to help you strengthen your online presence and drive meaningful results. Our Done for You SEO service delivers comprehensive SEO management, handled entirely by our experienced team, so you can focus on other aspects of your business. If you’re looking for a more tailored approach, our Strategy Sessions provide personalized consultations to develop a custom SEO plan for your needs. We also offer Consultation Sessions for in-depth advice on optimizing your website and online presence. For clients looking to improve their website’s performance, our Technical SEO service enhances your site’s structure and functionality. Our Local SEO helps boost visibility in specific geographic areas, ensuring you connect with local customers.