What to Actually Write on Your Wellness Website Homepage When You've Been Staring at a Blank Screen and Nothing Sounds Right
You know your wellness website homepage needs new copy. You know you need to update your About page section. You know your Services section doesn't really explain what you do anymore. However, every time you sit down to write, you stare at the blank screen wondering, “What am I actually supposed to say?”
This is an extremely common concern, even for experienced wellness professionals who have been in business for quite some time.
Additionally, writing website copy isn't the same as writing a social media caption or a blog post. Your mental health professional website, therapist website, or other wellness website needs to follow a structure that clearly explains who you are, who you help, what you offer, why you're different, and what a prospective client should do next.
If you're a wellness professional who has been staring at a blank screen since you purchased your domain, let's go over 9 homepage copy fixes and tips to keep in mind.
Photo by Sachu Zayn
Your Homepage: Start With Who You Help
Your homepage doesn't need to tell your whole story. In fact, your hero section is the perfect place to communicate who you help + what you help with + the desired outcome.
This small piece of real estate on your website is essentially the welcome doormat to your business. It should welcome your ideal client with the right wording while highlighting their pain point and showing them how you can help.
Let's look at a few copywriting examples:
Therapist:
“Therapy for women navigating anxiety, burnout, and major life transitions.”
Massage Therapist:
“Therapeutic massage for busy professionals seeking relief from chronic tension and stress.”
Coach:
“Support for women ready to rebuild confidence and create meaningful change.”
Notice that none of these examples attempt to explain everything about the business. Instead, they quickly communicate who the service is for and what the professional can help with. Your hero section should give visitors enough information to understand that they may be in the right place and encourage them to continue exploring your website.
Below your hero section, your therapist website should lead into a brief introduction that further summarizes the objective of your business or your overall mission. Think of this section as an opportunity to expand slightly on the message you introduced in your hero section. You don't need to tell your entire story here. Instead, provide enough information to reassure potential clients about what you do and who you serve.
For further reassurance, you can even use your introduction section to feature questions that help visitors recognize themselves and confirm that they're in the right place.
For example:
Therapist:
“Are you experiencing a major life change but having trouble finding the right support that makes you feel seen, heard, and affirmed?”
Massage Therapist:
“Has working from home created more tension in your shoulders and back from sitting for long periods of time, but you're looking for a more holistic approach to relief?”
Coach:
“Are you struggling to find your purpose in life but aren't sure what you're good at?”
These are all examples of reflective questions that you can briefly incorporate into your introduction. You could also use graphics or infographics to make this section stand out in a creative way.
The goal is to make your visitors think, “Yes, this is for me.”
Photo by Beyzahzah
Your About Section: Don't Just List Your Credentials
Simply put, your homepage About section should give visitors a small glimpse into who you are as a person and professional. However, it shouldn't become your entire résumé.
Remember, this is a preview of your About page, not the full story.
Here is a simple format to follow:
Add a professional photo
Who are you, and who are you at heart?
Why do you do this type of work?
Credentials
Experience
Philosophy
Values
How are you different?
The format for your dedicated About page can remain relatively similar whether you're creating a psychologist website, therapist website, or website for massage therapists.
However, your homepage only needs to introduce these ideas. You can then include a “Learn More About Me” button that directs visitors to your full About page, where they can explore your professional journey, credentials, philosophy, and experience in greater detail.
Just keep in mind that your About page isn't really about telling your entire life story. It's about helping the right client understand the person behind the practice.
With that said, always remember to make this section ultimately reflect back to them and why you're qualified to help.
Photo by Yan Krukau
Your Services Section: Go Beyond Listing Your Services
Your homepage Services section should give visitors a preview of what you offer, not attempt to explain every service in full detail.
When writing your Services section, you should be prepared to briefly explain:
What is the service + who is it for + what problem does it address + what can someone expect?
You can then provide a button that directs visitors to your dedicated Services page, where you can expand on the details, pricing, process, and next steps.
Let's look at a simple example.
Instead of simply writing:
60-Minute Massage — $100
You could expand it slightly:
60-Minute Therapeutic Massage
“Designed for clients experiencing muscle tension, stress, and everyday physical discomfort. Each session is customized based on what your body needs that day.”
That's enough information to give someone an understanding of the service without overwhelming them with everything they need to know.
Then, your CTA could say:
Explore Massage Services →
This allows visitors who are interested to continue to your dedicated Services page for more information.
Keep in mind that whether you're writing a Services section for a therapist, psychologist, massage therapist, coach, or other wellness professional, your goal is to help someone understand what you offer and what it's actually like to work with you.
Your homepage should spark curiosity and build confidence. Your dedicated Services page can then do the heavy lifting.
Photo by Markus Winkler
Your Contact Section: Tell Them What Happens Next
When writing the Contact section of your homepage, you don't need to use complicated copy. With that said, your messaging should be straightforward and clearly explain how someone can get in touch with you and what they can expect as the next step.
For example, you can use warm, inviting text alongside a contact form. A Squarespace web designer can create and customize a contact form for your website that captures simple information such as first and last names, email addresses, and messages. Depending on the tools you use, this information can also help you build your email list while delivering inquiries directly to you.
It's also good practice to add a quick thank-you message after a form has been submitted so that the sender knows the form is working and their message has been received.
Whether you decide to use a contact form or another method of communication, you should clearly state the estimated amount of time a potential client can expect to hear back from you. This provides greater transparency and helps manage expectations.
Booking links can also be helpful on your Contact page, as they can streamline consultations and service bookings. As a good rule of practice, be sure to clearly communicate what will happen next when someone decides to reach out. Providing this information in advance can offer additional reassurance and make the process feel more comfortable.
Photo by Julia Filirovska
Your FAQs: Turn Repeated Questions Into Website Copy
The good news is that writing wellness website content for your FAQ section should come fairly easily because you're using this space to answer questions that you already know are frequently asked, helpful, and “searchable.”
As a wellness professional, start by reflecting on the questions you regularly receive through DMs, emails, phone calls, consultations, and conversations with existing clients. Then, compile a list of the questions that come up most often.
Here's an example of what some of those questions might look like:
Do you offer virtual sessions?
How much do sessions cost?
Do you accept insurance?
How long are appointments?
Where are you located?
What happens during the first session?
Do you work with [specific concern]?
FAQs can also provide natural opportunities to incorporate the search terms your ideal clients are already using when looking for services online.
Use your keyword research to identify the phrases your ideal clients are likely to search for, and then incorporate those terms naturally into your questions and answers. This can help your wellness website provide useful information to visitors while also creating additional opportunities for search engines to understand what your website and services are about.
The goal isn't to force keywords into every question. Instead, think about how you can use language that sounds natural to your audience while still reflecting the words they may already be using to find a professional like you.
Photo by Polina Tankilevitch
Write Like a Human, Not a Brochure
It is important to come across as a professional when creating your website copy, but there is a delicate balance between sounding clinical and writing in a way that your ideal client can easily understand.
For example, imagine you're sitting across from your ideal client and explaining what you do. Use that approach as your guide. Write everything down, organize the information, edit it for clarity, and then add your brand voice to make everything sound cohesive.
The idea here is not to strive for perfection but to simply get the words out of your head and onto paper so that you can organize your messaging and add structure.
Photo by Areej Amin
When in Doubt, Choose Clarity Over More Content
One of the biggest website-writing mistakes is trying to fill every section with information. Whether you're working on a therapist website or psychologist website, you don't want to write so much that it seems like you're saying everything and nothing at the same time because your main message is getting lost.
As a rule of thumb, less is more. Believe it or not, clarity is often easier to achieve when you focus on communicating only the important points about who, what, when, where, and why, while allowing enough white space (or breathing room) for prospective clients to reflect and consider their next step.
Ask yourself:
“Does this sentence help my ideal client understand, trust, or take action?”
If not, it may not need to be there.
If you're unsure, a wellness web designer can help organize the information you already have so that it becomes a clear client journey rather than a collection of disconnected paragraphs.
Photo by Ann H
Don't Start With the Website. Start With the Questions.
Contrary to popular belief, it's not recommended to start a website with the visuals before the written framework has been created. Not only will this framework help guide your potential clients through your website, but it will also be necessary to hand over to your web designer before they begin creating the visuals for your site.
Similar to what I mentioned about choosing clarity over content, when it comes to creating your website framework, start by getting all of the answers out of your head and onto paper. Then, use that information as your organizational framework to clearly identify key information about your business, who you serve, and the benefits you provide.
Here is a simple framework to get you started, but remember: clarity over content.
Who am I helping?
What are they struggling with?
What do I offer?
Why do I do this work?
What makes my approach different?
What questions do they have?
What should they do next?
Once you can answer these questions, you'll be well on your way to creating the foundation for your website copy.
Photo by ROCKETMANN TEAM
Your Website Copy Doesn't Have to Be Perfect — Begin Here
At this point, we've addressed the importance of knowing what to write when you're struggling to create a framework for your wellness website. I'm here to further encourage you that you already have much of the information you need. Now, it's simply a matter of clearly communicating the value of what you offer to the people you're here to serve.
If you've been staring at a blank screen wondering what you're supposed to write on your website, have no fear. I created The Wellness Website Content Planner to help you work through the process one section at a time.
The planner was designed to help you prepare and organize the important information you'll need for your website before you begin working with a wellness web designer. More specifically, The Wellness Website Content Planner includes fill-in-the-blank frameworks for your Homepage, About, Services, Contact, and other pages, along with thoughtful prompts to help you get your ideas out of your head and onto the page. Additional notes sections also help you keep everything organized throughout the process.
Once you've completed the planner to the best of your ability, you can hand it over to your wellness web designer, who will have the majority of the messaging, important framework, and basic website information needed to begin building your site.
Ready to stop staring at a blank screen? Start planning your website with The Wellness Website Content Planner today.
