The 5-Part Therapy Practice Website Header Framework

Note:

This article is focused on well optimized headers for therapy practices. However, the underlying framework works fantastic for many sectors, especially those that provide an invisible transformation (i.e. coaches, consultants, fitness and wellness, education services, financial advisors).

The top of every website—often called the header, the hero, or above the fold—is where first impressions happen.

That first impression happens in a snap—50 milliseconds. Faster than the blink of an eye. Because the header of your website sets the first impression, it’s crucial to growing a healthy practice.

Here is a five-part framework to create a website header that will qualify and converts visitor better than before:

1. Title: Identify the pain and the value you provide

2. Subtitle: Explain how you solve that pain

3. Video: Introduce yourself and visualize the experience

4. Visuals: Show the desired future state

5. CTA: Make the next step easy

1 · Title

Identify the pain and the value you provide.

The goal of your title is to help website visitors qualify themselves. Here are two formats that work well:

Explain what you do and for whom.

With a tightly positioned service, the best headline says what you do and for whom. Quick and succinct. In this case, a (category) for (persona) structure works well.

Lead with the transformation.

If your category is less developed, lead with the transformation. Here, use a (benefit) by (capability) structure.

2 · Subtitle

Explain how you solve that pain.

The subtitle is your opportunity to show the visitor how your unique approach can help them find the transformation.

3 - Video

Introduce yourself and visualize the experience.

Using video can raise intent to take action by more than 90%. As solo practitioner or leader of a group practice: your personality matters. Use video to create a personal connection and build trust.

Also use that same video to showcase the experience: parking, check-in, therapy sessions. Shed light on what your clients can expect so they can visualize taking action.

4 · Visuals

Show the desired future state.

Give people a good glimpse of their future with your help. Skip on showing struggling faces, empty rooms, or landscapes. Instead, show a symbolic image of their vibrant future. Bonus if you can use design elements to show diverse people in diverse environments.

5 · Call to action

Make the next step easy.

Your call to action should make the next step easy. Instead of hoping they’ll commit to an appointment, consider a smaller first step with a CTA that addresses their biggest objection:

Another option is to link the CTA promise to the pain they experience:

Focus and clarity.

In split seconds, your customer is trying to decide if you’re the right fit or not. Improve how quickly and clearly your webpage communicates value and you’ll help your practice grow.

1. Identify the pain and the value you provide

2. Explain how you solve that pain

3. Introduce yourself and help visualize the experience

4. Show the desired future state

5. Make the next step easy

Hat tip to Harry Dry and Marketing Examples for leading with a strong framework.