7 Ways Your Words Help Win the Trust of Clients.
The quest for a good therapist can be a daunting journey for many people.
How do they decide who to put their trust in during one of the most vulnerable times of their life? Read on to discover how the words you choose can encourage potential clients to choose you.
In my role on the front lines of mental health services, I come across a lot of people talking about their search for a therapist. For many, it is fraught with apprehension, primarily centred around trust. At a time when they are at their most vulnerable, they need to reach out to someone new, share their deepest personal emotions and thoughts, and place faith in their skills that will guide them on their path to recovery.
With the right messaging, you can help ease minds. Through a welcoming online space, you can create an atmosphere of trust, warmth, and safety. This will not only inspire confidence in potential clients choosing you as their therapist but will enhance the satisfaction of your existing clients.
Include Everyone
The world has always been a beautifully diverse tapestry of people of varying ethnicities, genders, abilities, religions, and sexualities. Yet our language has often neglected to include everyone. Fortunately, it has evolved and one key way to make potential clients feel you care is through the use of inclusive language:
Address your clients as equals and use ‘we’ or ‘us’ instead of ‘you’ and ‘I’ to instill a sense of collaboration.
When talking about people with mental health issues, or people with a disability, ensure you use person-first language such as, ‘they have a diagnosis of bipolar disorder’ or they have a diagnosis of ADHD. While some prefer identity-first language, using person-first language in your written communication is safer until you know their preference.
Use gender-neutral language opting for ‘they’ in place of ‘he’ or ‘she’ unless gender is known. Similarly, use gender-neutral job titles like ‘police officer’ instead of ‘policeman’, ‘nurse’ instead of ‘male nurse’, and ‘humankind’ instead of ‘mankind’.
Avoid industry-specific jargon or clinical terms that might intimidate or confuse potential clients.
Refrain from using cultural references that could alienate some, particularly people whose first language is not English.
Use appropriate terms for race and ethnicity.
To eliminate age bias replace terms like ‘seniors’ and ‘elderly’ with ‘older people’ or ‘older adults’. Ditto avoid words that associate older adults with frailty, such as ‘vulnerable’ and ‘at risk’.
Exercise caution when using humour.
For more information on resources for inclusive language, this article from The Boldist provides some great information and links. Included here is some great information on accessible designs for users with disabilities. Use these resources whenever in doubt!
Share Some of Yourself
Part of my role in mental health is peer work practice, which means I share (when appropriate) part of my own lived experience of mental health challenges. This practice fosters connection and relatability, thereby reducing the power dynamic and building trust. So consider sharing some personal information about yourself in a professional and relatable manner. You could mention hobbies you enjoy, interests, or personal experiences.
Show Off a Little
I can hear you shy folks already express feelings of ‘ick’ at the thought of asking a client for a testimonial. But it really does enhance credibility when potential clients read others singing your praises. It demonstrates your commitment to client satisfaction and showcases that your practice is client-focused. Also, consider sharing de-identified case examples (with client consent) that illustrate common challenges and how you've worked collaboratively with clients to address them.
Emphasise That You’re on Their Side
Highlighting your commitment to a collaborative therapeutic relationship will give potential clients a sense of empowerment. When you emphasise that you work together with them to help achieve their goals, they feel confident in knowing they will be ‘steering the ship’. Speaking of goals, I often hear people saying the idea of goal setting can be really overwhelming. So it can be comforting if you can highlight that if goals aren’t their thing, you can talk about aspirations and dreams instead. The idea of that seems less confronting according to many people I’ve worked with.
In addition, clearly state your respect for client autonomy and informed consent. Explain that clients have the right to make decisions about their treatment and that their input is valued.
Offer Your Insights
One of the biggest issues people face when searching for a therapist is the long waiting times. If this is you (and yay to that!) it can be a great idea to provide educational resources on your website. These resources demonstrate your care for potential clients and empower your existing clients to take an active role in their mental health. You could include informative blog posts, videos, or self-help materials. Another idea is to offer a weekly email offering self-care tips.
Show Who You Are
Let potential clients know exactly what to expect when they choose you as their therapist. Share your credentials, specify the type of therapy you offer, and explain how you tailor your approach to their unique circumstances. Provide clarity regarding the expected duration of therapy and transparently explain your fees and financial arrangements.
Make it easy for potential clients to reach out with questions or concerns by prominently displaying your contact information, including email, phone number, contact forms, and call-to-action buttons on every page of your website.
Incorporate the Right Images
A picture tells a thousand words, so the saying goes. Does your website showcase a diverse range of people in a positive light? This includes older people. Research shows they are often portrayed negatively. Stereotypical images show depictions of frailty such as a wrinkled hand, a hunched-over body, or a sole person looking sad and lonely.
So ensure you use images of people in groups or pairs, enjoying life, and being positively supported. Ensure they show hope rather than someone sitting in dim light, clutching their head.
Avoid clinical or authoritarian-type images (eg, showing someone in a powerful position). A prominent complaint of those I’ve worked with is the clinical nature of many of the services that are available to them.
By implementing these strategies, you can create a website that promotes a sense of equality and partnership with their clients. They’ll reduce the power imbalance and foster a more inclusive and client-centred therapeutic environment.
If it all sounds too much or too time-consuming, I’m here to help!