What is a website for, anyway?

When someone asks if you have a website, what do say, and how do you say it?  Do you hesitate, trying to remember the domain name or wish to avoid saying you don’t yet have a website?  Do you immediately apologize before even giving the name, letting the person know you mean to put more effort into the website, or you’ve just started it (even if it’s been 6 months…)? Or, do you proudly tell people to check it out?

Ever asked yourself, what is the point of having a website?  Do you know the possibilities and are you willing to put in the energy?  Next time someone excitedly shares their website, ask them more!  Ask where they got the site, how they figured out what to write, and ask what they’ve learned along the way. 

Why are websites so important?

Let’s briefly talk about the internet and ways people find help these days.  The estimate is that 150,000 people every single month are seeking marriage and family related counseling help.  If you included all the specialties of LMFT’s we are talking about an enormous amount of internet traffic.  If you think about these people searching online, it’s clear they don’t have a referral already (why else do a search?!).  They are putting their heartache to the internet, trusting they will get help.

So then how does Google know who to display on those searches?  What is the magic that makes them put one website on page one and another website on page 10?  This is a newly emerging technical expertise called Search Engine Optimization “SEO”.  If you show up with the right words, you may get clients without effort.  But this is a topic for a future article. 

Three Main Categories of Websites

 

The “Business Card” Website

For people starting out, those with writers block, or those who are intimidated by what to do or say, your website may be little more than a business card with your  name, address, phone and email.  You never update because you’re happy with it, you have no idea what to say, you don’t have the budget to pay someone to add more content, or you may be the type of therapist who has not yet been convinced that websites really matter.   Some therapists have plenty of clients and don’t need internet referrals, or their main clients aren’t online, so a website is not necessarily a priority.  We all have to pick where to put our energy and for some therapists, the lack of interest or need, fear or lack of knowledge is just too great to want to even attempt such a huge undertaking.

The “Brochure” website

These websites read just like a brochure with the about me, services, contact me sections.  Some therapists will set up this type of website and promptly ignore it, viewing it as complete.  Most therapists have brochure websites.  There is a lot you can do to expand this type of website but you’re likely going to have to spend more time, money, and effort to take it to the next step.

The “Online Office” Website

If you want to maximize all the web can do, this one’s for you:  Downloadable intake forms, newsletters (people give you their email to signup), blogging, or if you’re super trendy, you may be on Twitter (don’t worry if you have no idea what Twitter is).  These website owners are likely using Amazon Associates, a program that lets you display books and earn commission through Amazon.com. If you’re cutting-edge you may have an online scheduler to let prospective and current clients book sessions online.  You may even take credit cards online.  This type of online office website is ever-growing and challenges you to expand what you offer to prospective AND current clients.  You’ll maintain different ways people can interact with you (through Twitter, blogs, newsletters, etc.)  One of the benefits to all that work is if you ever write a new book, speak somewhere, change office location, or create a new class or support group, you have a big list of prospective people interested in knowing more. 

The next article in this series will talk more about your website name and whether it’s helping or hurting you.  Future topics will also include website content ideas and understanding more about how search engines should be changing the way you view your website.

Elizabeth Doherty Thomas is the wife and daughter of LMFT’s.  She learned first-hand how to market therapists through two marriage-based websites.  Her passion is to make the world a better place by helping therapists find couples and individuals seeking mental health help online.  Learn more at www.ThomasConsultation.com

 

This article will be first published in the MN LMFT newsletter, March 2009.