Creating an effective directory profile is crucial for therapists who want to attract clients online. In today’s blog, we examine how people search for therapists and what this behaviour means for your profile. Understanding these search behaviours can significantly increase your chances of being chosen by potential clients. Let’s explore some strategies for optimising your therapy directory profile.
If you prefer to listen, I also have a podcast that explores this topic. You can listen below.
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Optimising Your Therapy Directory Profile for Mobile Users
Why Mobile Optimisation Matters
The first consideration is that a significant portion of internet users, about 50-60%, access the web via smartphones. This means optimising your therapy directory profile for mobile viewing is essential. Ensure your profile is easily readable on a small screen, with clear headings and scannable content.
Tips for Mobile-Friendly Profiles
- Headlines That Catch the Eye: Use attention-grabbing headlines like “Feeling Anxious? Therapy Can Help.”
- Focus on Benefits: Highlight how therapy can help rather than describing your modalities.
- Scannable Content: Avoid long paragraphs. Use bullet points and short sentences to make your profile easily read on a mobile device.
Understanding Different Search Behaviours
The Idle Scroller
Idle scrollers may not be actively seeking therapy but might stumble upon your profile out of curiosity. For example, they may click through from a link shared on social media by one of the directories. These users are easily distracted and might be multitasking. Your goal is to make a strong, immediate impression that sticks with them.
Strategies for Idle Scrollers
- Engaging Headlines: Start with questions or statements that address common issues, like “Stressed Out? Discover How Therapy Can Help.”
- Consistent Messaging: Maintain clear and consistent communication to build familiarity over time.
- Quick, Clear Information: Provide concise information that can be quickly absorbed, catering to their fleeting attention span.
The Casual Browser
Another subset of idle scrollers is those who casually browse directories without a pressing need for therapy. They might be exploring their options or satisfying their curiosity. This is similar to how people window shop or browse online marketplaces like Vinted without a specific purchase in mind.
How to Capture Casual Browsers
- Eye-catching Visuals: Use professional photos of yourself, your room and consider recording an introductory video to capture attention.
- Engaging Content: Include anecdotes or brief success stories that resonate emotionally.
- Contact Options: Make it easy for them to save your profile for future reference or contact you directly with minimal effort.
The Purposeful Searcher
These users have decided they need therapy and are actively looking for a therapist. They often start by refining their search based on location and specific issues.
How to Appeal to Purposeful Searchers
- Compelling First Sentences: The first few sentences of your profile are crucial. On platforms like the Counselling Directory, when people use search, only the start of your profile may show up initially, so optimising your therapy directory profile is key to enticing them to read more.
- Relevant Keywords: Ensure your profile includes keywords related to the issues you specialise in to help users find you more easily.
- Professional Photograph: A friendly, professional photo can make a significant difference, as clients often choose therapists they feel visually comfortable with.
Enhancing Credibility
Purposeful searchers often look for credibility and expertise. Here’s how to enhance your profile to appeal to these users:
- Qualifications: Clearly list your relevant qualifications and membership status of professional organisations (for example, “BACP Accredited”. However, as we discussed in my previous blog, on Creating an Irresistible Directory Profile, don’t overwhelm your reader.
- Client Testimonials: Include brief testimonials or reviews from past clients.
- Published Work: Mention any articles, books, or research papers you’ve authored or contributed to. This could include contributions to the directory that you’re using.
The Emotional Seeker
Emotionally distressed clients may search for help impulsively, often during moments of acute distress. They need immediate, clear, and comforting information.
Tailoring Your Profile for Emotional Seekers
- Symptom Keywords: Use specific keywords that describe common emotional symptoms, such as “feeling overwhelmed” or “panic attacks.”
- Simple, Direct Language: Avoid complex language and keep your profile straightforward and easy to read.
- Immediate Call to Action: Encourage them to “Get Help Now” and reassure them of your availability.
Providing Immediate Reassurance
For emotional seekers, providing a sense of immediate reassurance and support is crucial. Here are additional strategies:
- Calming Visuals: Use soothing images in your profile, for example, you may add a photo of your room or a particular wall illustration you’ve got.
- Emergency Contact Information: Provide clear information on how to reach you or emergency services if needed.
- Availability and Accessibility: Clearly state your availability and any immediate openings you have for new clients.
Specialising and Standing Out
Highlight Your Niche
Specialising in a niche, such as working with clients experiencing baby loss or struggling with infertility, can make your profile stand out. Clearly state your speciality in the opening sentences to attract the right clients.
Showcase Your Unique Skills
If you offer something unique, like additional language skills or experience with specific populations, highlight this prominently in your profile. Optimising your therapy directory profile to showcase these skills can attract clients who value them.
Building a Strong Personal Brand
Developing a strong personal brand can help you stand out even more. Here are some tips:
- Consistent Messaging: Ensure that your message is consistent across all platforms, including your website and social media.
- Professional Development: showcase your professional development activities on your profile by stating extra qualifications you’ve gained.
- Community Involvement: Highlight any involvement in community activities or professional organisations.
Engaging with Clients Through Content
Creating content that engages potential clients can also set you apart. Consider adding these elements to your profile:
- Blog Posts: Share links to blog posts you’ve written on relevant topics.
- Videos: Include a short video introduction or clips from webinars or talks you’ve given.
- Resources: Provide links to downloadable resources or guides that potential clients might find useful.
Understanding Search Behaviour Can Help You Get Found
Creating an effective directory profile involves understanding the varied search behaviours of potential clients and optimising your profile accordingly. By catering to mobile users, engaging idle scrollers, appealing to purposeful searchers, and comforting emotional seekers, you can increase your chances of attracting and retaining clients.
For more personal help optimising your therapy directory profile, consider joining my group coaching, Therapy Growth Group, and participate in the Make Your Profile Work programme.