There are some blogs you sit down and plan, and then there are the ones that keep coming back when you’re trying to switch off.

This episode is about one of those.

It started with something I kept noticing about counsellors, and the more I saw it, the harder it became to ignore. Not just what people were struggling with, but what they were making it mean about themselves… and how much weight that was carrying.

I didn’t set out to write a blog about it. I just found myself wanting to say something to those people.

This is about what happened next, and why I nearly didn’t share it.

If you want to see the kind of blogs I’m talking about, these are the ones that came from moments like that:

An open letter to therapists with mental health issues

An open letter to new counsellors and therapists

An open letter to the counsellor who’s finding marketing hard

Dear Santa

This month’s Framework First walks you through exactly how to write this kind of blog, step by step: Framework First Blogging Method

If this is the first time you’ve come across my work, this is the best place to start: Start Here

If you’ve come across terms like E-E-A-T or YMYL recently and thought…

“I feel like I should know what that means…”

You’re definitely not alone.

In this episode, I’m joined by Theo Ruby - someone I’ve worked with for years and regularly refer people to when they need help with the tech and SEO side of their website.

We’re talking about what’s actually changing when it comes to Google… and why, for once, it’s actually good news for counsellors.

We talk about:

• What E-E-A-T actually means (in plain English)
• What YMYL is and why counselling websites are treated differently
• Why this isn’t about learning a whole new strategy
• How to make small changes that can make a big difference
• Why your experience matters more than ever
• How to use AI without losing your voice
• What Google is really looking for (and what it’s starting to ignore)

This isn’t about trying to “keep up with SEO.”

It’s about something much simpler.

👉 helping the right people find you

👉 helping them recognise themselves in what you write

👉 and making it easier for them to feel confident reaching out

And actually…

Most counsellors are already doing parts of this.

It’s just about being a bit more intentional with it.

Instead of writing:

“Anxiety can be managed using…”

You might say:

“In my work with clients, I’ve found…”

Same idea but now you’re showing:

• Your experience
• Your understanding
• How you actually work

And that’s exactly the kind of thing Google is starting to prioritise.

This is the bit I really want you to take away:

You don’t need to:

• Write more
• Sound more “professional”
• Or become an SEO expert

You just need to:

👉 show more of what you already bring to your work

• Theo’s guide to E-E-A-T: EEAT for Therapists: A Practical Guide to E-E-A-T and YMYL
• Join our FREE live workshop with myself and Theo on 14th May : Make Your Private Practice Website Stand Out Online

Theo Ruby has spent 8 years working exclusively with private practice owners across the UK. He helps therapists, counsellors, and hypnotherapists attract the right clients through SEO, website design, and digital marketing.

Theo knows the mental health sector well. He understands why generic marketing advice rarely fits a private practice, and he builds his work around the specific needs of each practitioner. Having supported hundreds of practice owners, he brings grounded, practical experience to every project. His approach is clear, straightforward, and focused on results that matter. Find out more at theoruby.com.

There are a few things I see on counselling websites all the time.

They’re not big, obvious mistakes. In fact, they’re usually things you’ve added because you’re trying to do things properly - be clear, professional, and helpful.

But the way they show up can quietly change how your website feels to someone who’s already unsure about reaching out.

And that small shift?

It can be enough to make someone hesitate… or leave.

In this episode, I’m talking through three of the most common things I see - the kind that don’t look like a problem on the surface, but can make your website feel heavier, more formal, or just a bit harder to connect with.

If your counselling website isn’t bringing in as many enquiries as you’d expect, there’s a good chance one of these is sitting there.

• The kind of wording that can make your website feel more “official” than you intended
• Why timing matters just as much as what you say
• A small shift that can change how safe your website feels to a potential client

I’ve been exploring this idea a bit more here - how trying to say too much on your counselling website can actually get in the way:

👉 Why your counselling website might be trying to do too much

If it feels like something’s not quite landing , like you’re saying all the “right” things but it’s still not connecting - this is exactly what we work through inside Write Your Homepage.

We take everything that’s currently a bit muddled and turn it into something clear. Clear enough that the right person lands on your page and thinks, ‘that’s me’.

With love,

Jane xx