The Client
Jessica Harris is a business coach for therapists who specializes in helping therapists transition their private practices away from an insurance-based model (and focusing on cash-pay clients instead). You can read more about her website copywriting project here – but in this post, we’re getting straight into her main sales page: The Therapist Private Pay Accelerator.
The Blueprint & Deliverables
I wrote two sales pages for Jessica’s website:
- One for her signature offer, The Therapist Private Pay Accelerator (a 12-week business coaching program)
- One for her “work and play” therapist retreats (which you can find in this case study)
The Therapist Private Pay Accelerator
The Accelerator is Jessica’s signature 12-week coaching program for therapists who want to book more cash-pay clients (and leave insurance behind), increase their income, decrease their clinical hours, and actually enjoy their career and life – without burnout.
The Ideal Student
While therapists can use the Accelerator to start their private practices, it’s *mostly* geared toward therapists who have been in private practice for a while, and are struggling to make enough money (or control their schedules).
Specifically, they’re struggling with:
- Finding a way to market their business that not only works, but doesn’t require constant content creation.
- Getting enough of the right clients into their practice.
- Figuring out the logistics of making money in their practice – from setting rates to setting their caseloads and schedule.
We wanted to speak to these more logistical pain points right off the bat, but *also* provide a deeper insight into why all of these problems are actual problems.
In my opinion, one of THE best decisions we made on this page was to draw several parallels between how Jessica’s potential clients are feeling, and how their therapy clients are feeling. Therapists often ask their clients to apply the same kindness to themselves as they do to others, and we flipped this concept on its head by putting their therapists straight into their clients’ shoes, and giving them the same advice they give to clients every day.
Beyond the above, Jess’s students are afraid to say:
That they’re kind of questioning their decision to become therapists in the first place – because it’s *so* common for therapists to be expected to “suck it up,” and resign themselves to a career of being underpaid and overworked.
(Until they meet Jess, of course)
The Curriculum
Because the Accelerator goes far beyond a self-paced course (Jess’s team provides a ton of hands-on support and daily coaching calls for their students), we reiterated the content and format in a few different ways:
- With a clear program tagline (“A twelve-week program for private practice therapists who are ready to finally make their business sustainable, profitable, and enjoyable again.”)
- With an overview that explains the mixture of pre-recorded content + live content + 1:1 business coaching
- With a breakdown of each module of pre-recorded content, written in the most benefit-rich way (and in both a quick summary sentence + bullet-pointed content, for the skimmers)
The Bio
I love including a bite-sized bio with sales pages – readers are simply not going to buy from someone they don't know, but with a highly-shareable sales page format (and coupled with the fact that Jessica often runs Google Ads to this page), it was crucial that put her expertise into this page.
But of course, like any good About page or bio – it's not actually about Jessica; it's about her ability to help whoever's reading it (it's also one of my favorite bite-sized bios ever).
Construction Crew
You can read the complete sales page here!
👷🏻♀️ Copywriting: Me, ofc
👷🏻♀️ Design: Sierra of Sierra Creative, on Squarespace
