Use an Explanatory Paragraph to answer your potential client's questions and addresses their concerns. Here’s a sample, fill-in-the-blank style.

I know you’d like to [aspirational identity: the person clients want to become]. The problem is that [what’s holding them back], which makes you feel [how the problem makes them feel].

[The service] can help. I believe [how the problem can be resolved]. I understand [empathetic statement]. That’s why I [demonstrate competency to solve their problem].

Here’s how it works [your three-step plan]. So [call them to action] so you can stop [whatever negative thing will happen or continue to happen if they don’t work with you] and start [what their life will look like if they work with you].

Feature a unique offering. If you offer something that may set you apart from your competition, highlight it on your home page.

Here are some examples:

You serve a very specific population

You have special training to address a unique problem

You offer services in another language

You offer telehealth, home visits, Walk & Talk therapy, or another way of providing the service

You have a unique offering, like an online course or workshop

You have a lead magnet

Engage your visitors by featuring content encouraging them to stay on your website or engage with you.

You can do this with:

A blog summary

A social media feed

Podcast episodes

A short video introduction

A survey or quiz

Photos of your office

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