• Visit Sessions Sites to find out more AND Receive 3 free marketing strategy calls with Tom O’Malley!

Joe Sanok 00:00:01  How long do you spend writing your progress notes? Every day. If it's over 30 minutes, you should check out describe. Describe is a HIPAA compliant. I note taking software that I and many of my students use daily. It saves me 1 to 2 hours a day on my documentation around consulting, and I know it's going to save you more in counseling. Also, it customizes exactly to my own writing style. I recommend that every therapist give it a trial. It's free. Go to describe how to get started for free. Again, that's describe med to get started for free. This is the practice of the practice podcast with Joe. Session number 1224. I'm your host and I am so excited to help you build a thriving private practice you absolutely love. We are covering websites over these three sessions, and we have our friend Tom here from session sites session sites so you can get started over there today. They are not sponsors. They are friends of ours, partners of ours, where we just see the websites that they make and they are beautiful.

Joe Sanok 00:01:20  We've probably had 20 or so of our members that are in the practice academy that just are, you know, doing an amazing job. We had one lady who got a new website and then started using Fully Booked, which is a pay per click company we recommend. And she was full in one month, 17 new clients in one month. So when you have a good website, when you have good SEO, you have good pay per click. It doesn't take long to fill you up. So today Tom's going to be talking all about from click to client optimizing your website for conversions. Here we go.

Tom O'Malley 00:01:51  Hello there. Welcome back to part two of Therapy Marketing Summer camp on the practice of the Practice podcast. Podcasts. You know what just occurred to me about one episode? Too late. Aside from Joe's flattering introduction of me to your wonderful community, I haven't really said who I am or what the heck I'm doing here. so real quick. My name is Tom O'Malley, and I've been a professional web designer and digital marketer for over 20 years now.

Tom O'Malley 00:02:19  I went to college for filmmaking, of all things. Spoiler alert. I'm not a filmmaker. I spent about a decade in New York City at a nonprofit organization as their IT slash website manager. From there, I bounced around different agencies, focusing mostly on web design, development, branding, and copywriting, all while freelancing on the side. Much like many of you listening, I'm an entrepreneur at heart and quickly learned. Having a boss just isn't in my DNA. So I launched my own digital marketing studio in 2019 19 and never looked back. I've worked with virtually every type of business across nearly all industries and learned a lot. Today, I exclusively helped private practice owners and could not be happier. Now, enough about me. On to the good stuff. This is a short and sweet solo episode today. Just me and you sitting down for a casual chat about the single most important thing in online marketing conversion optimization. Of course, getting more website traffic is everybody's goal, but what happens after that first click is just as important.

Tom O'Malley 00:03:30  Sure, a pretty site is lovely to look at, but design is only half the experience. Today, I'll walk you through small but powerful shifts that can turn your therapy website into a quiet but steady pipeline of new clients. So let's let's dive into this word conversion. I know it it sounds like something from a timeshare sales seminar. It's a bit yucky, right? But in this case, all we're really talking about is helping the right person at the right time. Take the next step toward working with you. Not tricking them. Not pressuring them. Just making sure your website doesn't drop the ball after you've done all the hard work of getting them there. Simply put, a conversion is when someone goes from an anonymous visitor to a prospective client. A beautiful, soulful website that doesn't convert is like writing a brilliant book that you forget to publish before you can help people in therapy. You first have to help them take action. Before we dive into those quick wins I promised, let's zoom out for a second and talk about how people actually use a therapist's website.

Tom O'Malley 00:04:43  Because here's the thing. Most of your visitors, they're not reading every word. They're skimming, scanning, glancing, clicking around, half distracted, with 12 other tabs open and five kids running around in the background. They're not looking for your entire life story or dissertation on your modality. They're looking for signs. Signs that they're in the right place. Can this person help me? Do they seem like someone I could open up to? Is it easy to take the next step, or is it a maze of drop down menus and vague contact forms? That's why conversion optimization matters. You're not trying to win a design ward. You're trying to make it ridiculously easy for someone who's likely feeling vulnerable and unsure to say yes to that first step. So everything we're about to walk through. Your CTA, your navigation, your headline should pass that test. Does this help someone feel safe, understood, and clear about what to do next? Okay, so we've talked about how people use your website. but now let's discuss what's actually happening in their mind while they do.

Tom O'Malley 00:05:56  Listen to me trying to tell you about psychology, but trust me, user behavior is a horse of a different color. In episode one of this series, we learned about the story brand framework and the idea that your website should make your client the hero, not you. You're merely the guide. Effective website strategy is about understanding where that hero is in their journey. When they land on your site, they're not booking a session right away. That's rarely the first thing they do. No, first they're scanning for safety. Then they're wondering if you get what they're going through. Then they're silently asking, can this person actually help me? That's why your website isn't just a digital brochure, it's a bridge. It should guide someone through a natural sequence of small Yes. Yes. This person sees me. Yes. They understand what I'm struggling with. Yes, they feel trustworthy. Yes. I'm ready to reach out. If your site skips ahead to the book now without walking them through these mini confirmations, you're likely losing them too early.

Tom O'Malley 00:07:08  So everything you place on your site, your headline, your CTA, your bio, even your photo should support those steps. It's not about being persuasive. It's about being human. Predictable and easy to trust. Now that we understand how clients move through your website emotionally and mentally, let's explore what you can actually do about it. Remember, this isn't about having a perfect website. It's about having a purposeful one. You don't need custom code or a full rebrand to make your site more inviting and effective. Just a few thoughtful changes placed in the right spots can gently guide someone from I'm not sure to. I think I'm ready.

Joe Sanok 00:07:57  As a therapist, I can tell you from experience that having the right EHR is an absolute lifeline. I recommend using therapy notes. They make billing, scheduling, note taking, telehealth, and e-prescribing incredibly easy. Best of all, they offer live telephone support that's available seven days a week. You don't have to take my word for it. Do your own research and see for yourself.

Joe Sanok 00:08:20  Therapy notes is the number one highest rated EHR system available today, with a 4.9 out of five stars on Trustpilot and on Google. All you have to do is click the link below or type promo code Joe on their website over at Therapy Notes and receive a special two month trial. Absolutely free. Again, that's therapy notes.com and use promo code Joe on the website if you're coming from another EHR. Therapy notes will also import your demographic data quick and easy at no cost, so you can get started right away. Trust me. Don't waste any more of your time and try therapy notes. Just use promo code Joe at checkout.

Tom O'Malley 00:09:03  All right, so now that we're on the same page, maybe you're feeling inspired and want to take action. Here's what you can do this week to start seeing better results from your website. No tech headaches, no major overhaul, just small strategic moves with big impact. Quick win number one. Commit to one clear call to action. Pick one CTA phrase like book a free consult or schedule an intro and make sure it's consistent across your home page.

Tom O'Malley 00:09:36  About page services page. Blog posts every page. Add it more than once per page if possible. Repetition creates clarity and convenience. I'd say even keep your button styles consistent throughout as well. Same color, size, look and feel. The idea is to not make people work for it, or have to expend an ounce of additional mental exertion before taking action. Quick win number two reduce CTA anxiety. This is one I've been experimenting with a bit recently on some of my client websites. When you display a call to action button, let's say book a console. Add a small piece of text beneath to alleviate potential worries. This is a good chance to set expectations how long the call will be. If it's on phone or video, mention that it's casual. No pressure. Zero obligation. You'd be surprised how little touches like this can tip people to take action. Quick win number three look above the fold. This applies to your home page homepage specifically, but it's relevant throughout your site. Above the fold is an old newspaper term for putting the good stuff front and center so people can effortlessly understand what's inside.

Tom O'Malley 00:10:55  If the first headline in your website says welcome, it's time to give it a glow up. Make it specific, client centered, and emotionally relevant. Who do you help and what are they struggling with? Quick win. Number four. Trim your navigation. Pause this podcast. Open your site and look at the navigation menu like a first time visitor. Are there too many choices? Aim for 5 to 6 clear links. Max. This is an exercise in restraint for sure. We don't want to give visitors any opportunity to get lost along the way. It's 2025 and nobody has the time or attention for it. Edit. Condense. Merge. Cut. Do what you got to do to streamline that navigation also. Whether on desktop or mobile, you're most important link should be visually obvious. Find a way to draw extra flair and attention to your call to action in the navigation menu. Quick win number five. Add trust building elements until your visitors become paying clients. They're strangers, and that works both ways.

Tom O'Malley 00:12:05  In the world of online marketing, that's a challenge every successful business must overcome. There are a handful of trust signals you can sprinkle throughout your website that will give people that little extra nudge of confidence in your services. It begins with your headshot. Believe it or not. Sometimes that's all it takes. Updating your photo to something warm, clear, and professional will pay dividends in your practice. I promise the rules around testimonials in this field are such a pain. So frustrating because social proof is a fail safe motivator in literally every corner of the internet. If you do have client testimonials, strip them of all identifying details and get them on your site today. If not, see about collecting some kind words from colleagues and advisers you've worked with in the past. Anything that says another human thinks I'm good at this. If you belong to any professional associations or have been verified by any third party services or boards, or have special certifications, add those badges to your website too. Again, it may not seem like much, but these tiny trust signals work together to create an aura of competency.

Tom O'Malley 00:13:18  Lastly, adding a what to expect section creates a subtle layer of trust on your website. It demonstrates you have a plan outlining what happens next in a warm, clear way. Now don't go crazy with a ten step treatment plan. This is more of a three step high level outline. It can reduce that emotional friction and make the unknown feel safer. All right. Before we wrap up, let's take a collective deep breath because I know that even with all these quick wins, this stuff can feel overwhelming. So let me be the first to say you don't need to change everything. If your website's already live and functional, that's a win. You showed up, you took that leap, and now you just refining. You don't need a new logo. You don't need to rewrite every page of copy. You don't need to add a blog or hire a brand strategist. Start small. Pick one of the five wins we talked about. Maybe it's updating your CTA or rewriting your homepage headline and focus on just that.

Tom O'Malley 00:14:27  Every time you reduce friction, clarify a message or make your next step easier to find. You're not just improving your site, you're helping someone take a step toward healing, and that's kind of the whole point. So there you have it. Five quick wins you can implement this week to turn your website into something more than just a digital business card. You don't need to start from scratch or revamp everything. Small changes. Clear CTAs. Simplified navigation. More focused headlines can make a big difference in how your site supports your practice. And if these past two episodes have sparked ideas or made you realize your site could be working a lot harder for you, maybe. Maybe I've earned a shameless plug. Head over to session sites to explore what's possible for your practice online. Your clients deserve a great first impression, and you deserve a website that reflects the heart of your work. Thanks for listening.

Joe Sanok 00:15:34  Thank you so much for hanging out with us today. We could not do the show without our amazing sponsors. Today our sponsor is Therapy Notes.

Joe Sanok 00:15:42  Therapy notes is the best electronic health records out there. They'll give you a couple months for free. Also, if you're in our membership community, they're going to give you even more months for free. That's just a bonus that they give people that are in the practice academy. If you do want to be a part of the practice academy, that's over at practice of the practice membership. Also, therapy notes. Use promo code Joe at checkout and you'll get those free months for free. Thank you for letting me enter your ears and into your brain. Have a great day. We'll talk to you soon. Special thanks to the band. Silence is sexy for that intro music, and this podcast is designed to provide accurate and authoritative information in regard to the subject matter covered. It is given with the understanding that neither the host, the producers, the publishers or guests are rendering legal, accounting, clinical or other professional information. If you want a professional, you should find one.