Podcast Summary: Private Practice Startup Podcast

Episode 99: 3 Secrets to Writing Specialty Pages That Get You Clients

Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Becky DeGrossa (CounselingWise)
Date: August 18, 2018

Episode Overview

This episode dives deep into the art and science of writing effective specialty pages—website content targeted at specific client needs—that not only rank in search engines but genuinely connect with potential clients and inspire them to reach out. Website marketing expert Becky DeGrossa of CounselingWise joins Kate and Katie to reveal a proven system for creating standout specialty pages, the rich opportunities this provides private practice owners, and actionable secrets for optimizing both visibility and emotional resonance.

Key Discussion Points & Insights

Getting to Know Becky DeGrossa

• Becky introduces herself with fun facts, such as world travels (25 countries!), her love for elephants, and mastering the “OP” language, a playful code she uses with her 91-year-old swim coach ([06:07]–[08:17]).
• The mood is light and relational, setting the stage for an episode focused on authentic communication.

Why Specialty Pages Matter

• Becky explains how specialty pages have evolved as foundational to any therapist website’s marketing strategy ([08:39]–[09:32]).
• Notably, she emphasizes the shift towards longer, richer content that both ranks on Google and genuinely serves site visitors.

The 9-Step Process (with a Focus on the 3 Most Important Steps)

1. Identifying Your Niche:

• Find overlap between your passions, expertise, and what people search for online.
• “People don’t usually type in anxiety because my hair is falling out... They’re going to say ‘anxiety treatment’ or ‘anxiety therapist.’” – Becky ([08:50])

2. Keyword Research:

• Understanding and targeting what prospective clients type into search engines.
• Tips: Use tools like kwfinder.com for affordable, actionable insights ([22:35]–[24:24]).

3. Writing the Specialty Page:

• Develop long-form, optimized, emotionally compelling content (1000–1200 words recommended).

• The writing should:

  • Outline the pain/problem in detail
  • Normalize the client’s experience
  • Provide hope and direction
  • Address objections/fears directly
  • Establish your unique value with testimonials, stories, or peer endorsements
  • Include a call to action

• On objections: “We call those out directly because it’s the elephant in the room... Why don’t we go ahead and just say, ‘You may wonder, what if my partner won’t come in to couples counseling?’ Okay, great question—people ask that all the time.” – Becky ([12:38])

• Kate’s experience: She shares relief in outsourcing this work to experts, describing the time-consuming challenge of self-writing and the value of being interviewed for more authentic copy ([17:32], [18:32])

Additional Secrets & Takeaways

Secret #1: Content Length Matters ([14:24]–[21:36])

• “A big thing is the whole length issue. A lot of people will say, ‘You’re kidding. No one’s going to read that.’...But that’s not what they’re looking for from you. They want someone who can go deep.” – Becky ([14:24])
• Well-optimized, in-depth pages consistently outperform short summaries in driving traffic and conversions.

Secret #2: Use Search-friendly Language

• “Get yourself to that beginner’s mind...Think about what that person really needs to hear, and you’re gonna do much better.” – Becky ([20:22])
• Avoid jargon (“EMDR level 1 and 2…”) because clients don’t know or care about clinical terms—speak plainly.

Secret #3: Empathy and Authenticity Connects

• Do a “dig deep” exercise to identify client pain, their secret worries, and dreams ([24:28]–[27:11]).
• Invite vulnerability, both in the therapist’s story and in guessing what the client is feeling.
• “You’ve got to show up as a human. You know, you just do. That’s really attractive.” – Becky ([27:20])

Classic Mistakes Therapists Make

• Over-using clinical jargon
• Under-explaining what they actually DO and the client experience
• Relying on short, generic paragraphs (“If no one sees it, who cares?” – Becky, [09:11])
• Not optimizing for the right keywords or search terms
• Failing to address potential clients’ objections/fears directly

Notable Quotes & Memorable Moments

• “It ends up resulting in a page that is very in depth...It touches on all the pain, normalizes the situation so they don’t feel like a total freak...and gives them hope that therapy can actually help.” – Becky ([11:17])
• “When you are an expert in your craft and you know it...that’s so important isn’t just like, ‘Oh, we’re gonna create coping skills for your anxiety—call me.’” – Katie ([15:22])
• “Either you are your ideal client or the reason that you came to therapy is some related event... Go back there. That’s a vulnerable process.” – Katie ([26:38])
• “There is definitely a system to make this work...If you can’t rank in Google because you’re in San Francisco, you can still write a heck of a specialty page and run AdWords and get traffic to it.” – Becky ([28:10])

Timestamps for Key Segments

• [04:44] – Becky’s introduction and fun facts (“OP” Language, travel stories)
• [08:39] – Introduction to writing specialty pages and why long content matters
• [09:40] – The step-by-step process they use for crafting pages that convert
• [12:38] – Addressing client objections within the specialty pages
• [14:18] – Importance of depth and length in specialty content
• [17:32] – Kate describes the value of outsourcing writing
• [19:45] – Common mistakes therapists make with copy (jargon, too brief, unclear messaging)
• [21:36] – The "three secrets" summary
• [22:35] – Tips and tools for keyword research
• [24:28] – The power of emotional resonance and the "dig deep" exercise
• [26:38] – Vulnerability and authenticity in connecting with ideal clients
• [27:20] – “Blank slates are over:” why therapists must show up as real people
• [28:10] – Final takeaways and encouragement for therapists

Actionable Advice for Listeners

• Write Longer, Emotionally-Rich Content: Don’t be afraid to write 1000–1200 words, deeply demonstrating your understanding of client pain points and providing hope.
• Do Real Keyword Research: Use KWFinder or similar to optimize for what your actual clients search.
• Speak Human, Not Therapist: Replace jargon with relatable, layperson language.
• Dig Deep into Empathy: Capture your ideal client’s emotional landscape and share relevant parts of your own story if appropriate.
• Address Objections Openly: Don’t shy away from clients’ likely concerns or hesitations.
• Include a Compelling Call to Action: Don’t just inform—invite your reader to take the next step.

Resources Mentioned

• Becky DeGrossa’s company: CounselingWise.com
• Private Practice Builders Facebook Group
• Free 3-Phase Roadmap & case study (link in show notes)
• KWFinder.com for keyword research

Episode Tone & Style

Conversational, warm, and practical—Kate and Katie keep the conversation fun and approachable while highlighting expertise and providing concrete advice. They openly share their own challenges as therapists and marketers to increase authenticity.

For New Listeners

If you haven’t listened to the episode, this summary will guide you through Becky’s most valuable insights on specialty pages, actionable strategies to enhance your practice’s website, and provide tools for greater visibility and authenticity in your marketing.