Do you ever catch yourself writing “psychoeducation,” “somatic regulation,” or “attachment repair” on your website and then wonder why clients don’t reach out?
Here’s the truth:
Most people searching for therapy aren’t fluent in clinical language.
They’re fluent in how it feels.
They don’t Google “trauma-informed EMDR practitioner.”
They search for “how to stop overthinking everything.”
They don’t say, “I need to regulate my nervous system.”
They say, “I just want to stop feeling anxious all the time.”
Your words are your first impression.
And when potential clients don’t understand what you mean, they’ll scroll right past — even if you’re exactly who they need.
Clinical terms make sense to therapists, but not to the people you’re trying to reach.
When your website or posts sound like a textbook, clients don’t think “this therapist is smart.” They think “this isn’t for me.”
Here’s what happens when your message gets lost in translation:
Potential clients can’t tell what you actually do.
They assume your services are too complex or not meant for them.
They keep searching for someone who “gets it.”
1. Speak how your clients speak
If they’d say “I can’t sleep because my thoughts won’t stop,” write that. Not “racing cognition during periods of anxiety.”
2. Swap jargon for connection.
Clinical terms show expertise. But relatability builds trust.
3. Show, don’t diagnose.
Instead of listing modalities, describe outcomes:
“I help people feel grounded and confident again” says more than “I use CBT and DBT methods.”
4. Keep your captions conversational.
On social media, plain talk always outperforms formal talk.
The posts that go viral? Usually the ones that sound like real people, not case studies.
5. Be okay with a little humor.
Even serious work can be approachable. A funny, honest reel about “therapy brain after a long day” often gets more traction than polished educational content — because it’s human.
Final Thought:
Connection comes before conversion.
When clients feel understood, they reach out.
When they feel confused, they don’t.
Your words should make someone think, “That’s me.” Not, “I don’t know what that means.”
Simple doesn’t mean less professional — it means more powerful.