A therapy practice came to

A therapy practice came to me with a homepage headline that could've belonged to any counsellor in any city: "Therapy for Individuals and Couples. Begin Your Healing Journey Today."

Headlines like this are technically and structurally sound, but without differentiation and positioning, services are interchangeable.

A simple rewrite that focused on the therapist's location and spoke to potential clients rather than using tired industry terms reduced pressure and barriers to conversion.

Vague metaphors might sound pretty, but real conversations are much easier to visualise than a "healing journey".

Website copywriting isn't always glamorous. Sometimes it's about stripping it back to basics.