#2 – Your Website Isn’t Connecting with the Right People

Maybe you’ve got over the first hurdle and your website is getting traffic, but that doesn’t always mean it’s attracting the right people. The clients who feel a genuine connection with you and your way of working.

In this case the issue isn’t visibility, it’s alignment.

Here’s why that disconnect happens:

• The copy is too generic.
• The tone feels formal or clinical, rather than warm and human.
• The design or imagery doesn’t reflect your personality, approach, or the type of clients you’re aiming to connect with.

Example:

Say you’re a therapist who works with adults navigating ADHD. If your website leads with something like “I specialise in ADHD, executive functioning challenges, and behavioural strategies,” it’s accurate but it doesn’t necessarily connect.

Instead, try language that mirrors your client’s lived experience:

“You have a million ideas, but finishing them feels impossible. Deadlines sneak up on you, your brain never switches off, and you’re tired of feeling like you’re always ‘behind.’ Together, we can slow things down, untangle the overwhelm, and help you find calm structure that actually works for your brain.”

That kind of wording helps visitors instantly feel understood and gets them to imagine what it would be like to work with you.

The Fix:

Write your copy as you’d speak to a new client in session ( grounded, empathetic and human ). Very quickly show that you understand them and how you would help with your specific approach and style.

When your words and visuals feel aligned with your visitors struggle and your approach, you naturally start attracting clients who are the right fit.

#3 – Your Website Feels Dated or Generic

Even before someone reads a single word, they’re already forming an impression of you. If your website looks dated or uses the same stock templates every other therapist is using, it can unintentionally make you seem less current or credible than you really are.

It’s not that you need something flashy or over-designed. But in today’s world, potential clients are used to clean, modern websites that feel calm, intentional, and easy to navigate. When your site feels out of step with that, visitors can quietly click away before they ever discover how good you actually are at what you do.

Here’s why that happens:

• Your site hasn’t been refreshed in a few years and no longer reflects your current practice or brand.
• The layout or imagery feels generic nothing that truly shows you or sets you apart.
• Fonts, colours, or formatting make the content harder to read or less inviting.

The Fix:

Update your website to reflect the therapist you are now and keep your ideal clients in mind.
A few simple design choices like natural imagery, softer colour palettes and clear spacing can make a world of difference. Combine that with authentic messaging and modern structure, and your site will start to feel more professional, welcoming, and true to you.

#4 – Your Message Isn’t Clear Enough

When someone lands on your website, they decide in seconds whether to stay or click away. If it’s not immediately clear who you help, how you help, and what they need to do next, they’ll likely move on. You might be the perfect fit for them but they simply wont know.

It’s not that your words are wrong, they’re just not focused. Many therapist websites try to say too much or stay so general that no one instantly recognises themselves in the copy. Clarity creates safety and when your message is clear, the right people can relax and think, “Yes, this feels like what I need.”

Here’s why that happens:

• Your homepage doesn’t clearly state who you work with or what you specialise in.
• Your headings are broad or abstract (like “Welcome” or “Begin Your Journey”) rather than specific.
• Your content uses professional language, but not the same words your clients would actually use to describe their struggles.

The Fix:

Make it instantly clear who you help and how. Keep your messaging simple, unique, and easy to scan. Think short sentences, clear headings, and language your clients would actually use.

#5 – You Don’t Have a Clear Call to Action

Even if your website feels authentic and informative, visitors can still leave without reaching out simply because they’re unsure what to do next.

A call to action isn’t about being pushy, it’s about guidance. When someone’s anxious, overwhelmed, or unsure if therapy is right for them, a gentle next step helps them feel held and supported, not sold to.

Here’s why this often gets missed:

• You don’t want to sound “salesy” or pressure people.
• You’ve buried your contact link in the footer or menu.
• You haven’t made it clear what the next step actually is.

The Fix:

Guide visitors with a single, calm, and visible next step — like “Book a free 20-minute clarity call” or “Send me a message to see if we’re a good fit.”
Place it clearly on your homepage and at the end of key pages, using warm language that invites, not pushes. When your call to action feels like an invitation, it turns curiosity into connection.

#6 – You’re Not Building Enough Trust or Credibility

Therapy is a deeply personal decision. It’s far more likely for someone to reach out when they know that others have trusted you and had a positive experience. Goes with out saying but any qualifications or accreditations will help with this too – though this should be secondary to real peoples experience.

Here’s why that happens:

• You’re worried that showing qualifications or testimonials might feel “salesy.”
• You assume people already trust you because you’re listed on directories.
• You haven’t included subtle cues of professionalism (like photos, accreditations, or real testimonials).

The Fix:

Add quiet forms of reassurance throughout your site, client testimonials (with permission), credentials, professional memberships and a clear, welcoming photo of you. These all help potential clients feel safe, grounded, and confident in reaching out.