5 things an SLP’s website should communicate

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5 things an SLP’s website should communicate


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by Rachel Wynn, MS, CCC-SLP

Websites and blogs are the new first impression. What does your website and blog say about you? Have you considered the message you are communicating to potential clients via your website?

With Story Zest, I focus on writing that tells your story. I believe your story is very important to attracting your ideal client. When I complete website analysis for my clients I do a point-by-point inspection of your website to give you ideas of what is working and what needs improvement. Here are 5 things your website should be communicating.

1.You like your job

Sounds silly, right? But I look at many private practice websites where it’s just a business. Being a therapist isn’t just a business though, right? It’s a life calling. I once tried to give it up. It didn’t work. My work as an SLP is what makes my heart happy. It’s the good news that keeps me awake at night. Your website should communicate you like your job. And do not use the word passion. “Passion” has become overused and watered down. You can’t say you are passionate about something. You have to show you are.

2.Just what exactly is your job?

When I introduce myself as a speech therapist, people assume I work with kids with articulation disorders or stuttering (and really they don’t know the difference between the two). Truth is, my specialty is cognitive-communication.  Our scope as therapists is broad and misunderstood. Your website should communicate what problems you solve and what your expertise is. If you structure your website to serve the client that makes your heart sing, you’ll attract those clients.

3.What does therapy look like?

This goes along with people not knowing exactly what we do. Your website should give examples of what therapy looks like in your private practice and what clients should expect. How do you communicate with clients? The more you paint a picture of what therapy is, the less hesitant people will be about taking that next step and calling to get started.

4.Who is your ideal client?

You may not state, “my ideal client is… “But the language on your site should communicate who you enjoy treating and which clients you bring the greatest results. When we communicate our ideal client, we attract them and make the therapy experience better for both therapist and client. Everybody wins.

5.Ways to connect without calling for an appointment 

Your reader may not be ready to call and make an appointment. Perhaps they entering a very busy season, money is tight, or there is some denial about the need for services. You need a way to continue developing a relationship with your potential clients until they are ready. A blog and newsletter are great ways to communicate your value and develop a relationship with potential clients.

Hopefully these guidelines of what your website should communicate will inspire you to makes revisions, you deserve it!


Rachel Wynn, MS CCC-SLP is on a mission to improve healthcare. She believes a vibrant private practice community also improves healthcare for patients and staff. She helps private practices reach their goals through Story Zest’s writing and editing, blog, newsletter, and website analysis services. Sign up for Story Zest’s newsletter and schedule your free consultation today. Her labor of love is advocating for better elder care and work environments for therapists through Gray Matter Therapy


15 May 2014 17:58
by Rachel Wynn, MS, CCC-SLP