Updated on September 9, 2025
Every day, qualified prospects visit your website, spend 30 seconds looking around, and then leave to check out your competitors. They want to believe you can help them, but your website doesn’t give them clear reasons to trust you or obvious next steps to take.
The problem isn’t your expertise or your offering. It’s how you’re communicating online.
People read websites differently from any other medium. Nielsen Norman Group’s eye-tracking studies show that web visitors scan in an F-pattern, reading the first few words of headlines and the opening sentences of paragraphs before deciding whether to stay or leave. They’re not reading every word – they’re hunting for specific information that answers their immediate questions.
This means your web writing must work twice as hard as traditional copy. It has to build credibility quickly while making it obvious what visitors should do next. Here are four rules that accomplish both.
Rule 1: Lead With Outcomes/Benefits, Not Features
Most business websites start by explaining what they do (features) instead of what customers get (outcomes or benefits).
Your prospects don’t care about your credentials or your therapeutic approach until they know you understand their problem. Lead with the outcome they want, then explain how you deliver it.
🔴 Instead of: “I’m a licensed clinical social worker specializing in cognitive behavioral therapy and trauma-informed care for adults.”
🟢 Try: “I help adults overcome anxiety and depression so they can feel confident in their relationships and at work. Most clients notice meaningful improvements within 6-8 sessions.”
The second version immediately addresses potential patients’ struggles and sets realistic expectations about the process.
Quick application: Rewrite your homepage headline to start with the problem you solve or your clients’ desired outcome. Use a specific timeframe if appropriate for your practice.
Rule 2: Structure Content For Scanners, Not Readers
Nielsen Norman’s research confirms what you probably suspected: web visitors don’t read paragraphs like they read books. They scan headlines, bullet points, and the first sentence of each section to decide if the content is relevant.
This means your page structure matters as much as your actual words. Break up long paragraphs, use descriptive subheadings, and front-load important information.
🔴 Poor structure: “Our comprehensive approach integrates various evidence-based therapeutic modalities to address each client’s unique needs through individualized treatment planning that considers both immediate symptoms and long-term wellness goals.”
🟢 Better structure: “I help with:
- Anxiety that interferes with work or relationships
- Depression that makes daily tasks feel overwhelming
- Life transitions that leave you feeling stuck
My approach: Short-term, practical therapy focused on real changes you can make starting this week.”
The second version gives scanners multiple entry points and helps them quickly assess whether you address their specific situation.
Quick application: Add descriptive subheadings every 2-3 paragraphs and break up any paragraph longer than 4 lines.
Rule 3: Make One Clear Ask Per Page
Confused visitors don’t convert. When people land on a page offering five different ways to engage, most choose none.
Each page should guide visitors toward one primary action. Supporting information is fine, but make the main path obvious.
🔴 Confusing page: Contact form + phone number + email address + online scheduler + “request information” button + newsletter signup + insurance verification form
🟢 Clear page: One prominent “Schedule a free 15-minute consultation” button with supporting text: “We’ll discuss what’s bringing you to therapy and whether we’re a good fit. No commitment required.”
The second approach removes decision paralysis and reduces the anxiety many people feel about starting therapy.
Quick application: On each page, pick the one action that’s most valuable for your business. Make that option prominent, and move everything else to secondary positions.
Rule 4: Use Social Proof That Addresses Specific Concerns
Generic testimonials don’t build much trust because they don’t address your prospects’ specific doubts about working with you.
Instead of collecting praise about how “caring” or “professional” you are, gather proof that speaks to the outcomes people want and the concerns that hold them back.
🔴 Generic testimonial: “Dr. Smith is very professional and helped me a lot. I would recommend her to anyone.”
🟢 Specific testimonial: “I was nervous about trying therapy again after a bad experience with another counselor. Dr. Smith made me feel heard from the first session and gave me practical tools I could actually use. After three months, my panic attacks went from daily to maybe once a month.” – M.R.
The specific version addresses therapy skepticism (common concern), mentions the collaborative relationship (trust-building), and includes a measurable improvement (credibility) without violating patient privacy.
Quick application: Ask current clients to describe the specific concern that brought them to you and the concrete change they’ve experienced. Always get written permission and consider using initials only.
Making It Work For Your Business
Good web writing follows a predictable pattern: hook attention quickly, address the visitor’s main concern, explain what you’ll do about it, prove you can deliver, and make the next step obvious.
Most websites get one or two of these elements right but miss the others. The result is qualified prospects who leave without engaging because they can’t quickly determine if you’re the right solution.
Start by auditing your homepage against these four rules. Does it lead with client outcomes? Can visitors scan it easily? Is there one clear next step? Does your social proof address specific concerns people have about your services?
Small changes to how you present information online can dramatically increase the number of visitors who become customers. Businesses that get this right don’t just convert more traffic, they attract better-qualified prospects who are ready to move forward.
Ready to improve your website’s content? Contact Garrett Digital for an audit that will identify opportunities to increase engagement and conversions.
