Q:

“I have a quote which really defines the core of therapy for me (or part of it). It’s very dear to me, and I always thought it should be at the top of the landing page. My question for you is this: would it be possible and advisable to have this quote on the landing page, sort of like the first thing you see when the site opens? Or would it just make the page too top heavy, or too text heavy?”

– A. M.

A:

The most powerful website copy that you can create is copy that both reflects who you are and reflects your best fit clients. So the guiding question around if you should have a quote (or any other copy) on your website should be:

Does this speak to how I help?

How you help is that sweet spot between your solution and your clients needs. Once you know what that spot is, do two things in that space:

  1. Focus on making sure a website visitor knows that you understand them. Validate and reflect their current lived experiences back to them.
  2. Let them know exactly what your solution is, the specific benefits your solution has, and why you are uniquely suited to help.

In some cases, with some therapists, speaking to certain audiences, quotes can work. But there is not blanket rule on this – it really depends.

What I would caution you against is completely creating your website copy around things that hold meaning to you alone. If a quote doesn’t support the above points coming through, your quote is not showing your understanding or how you help. You need website copy that allows your website visitors to feel seen and heard and confident you can help.

Is It Relatable?

The best quotes to use will also be quotes that are relatable. Would you best fit clients see themselves in the quote? Either their current struggle or their desires?

Quotes need to be relatable in terms of language too. A quote ought to use language that your best fit clients uses themselves.

For example, a very popular quote among therapists is by Leonard Cohen. It says, “There is a crack in everything. That’s how the light gets in.”

This quote is very poetic and quite beautiful. But it’s not super relatable. Would your best fit client say, “I feel like I’m cracked” or “I really need some light to get in right now?”

Examples of a more relatable quotes might be ones like these:

  • “Every day begins with an act of courage and hope: getting out of bed” – Mason Cooley
  • “Love yourself first and everything else falls into line.” – Lucille Ball
  • “Sometimes the people around you won’t understand your journey. They don’t need to, it’s not for them.” – Joubert Botha
  • “There is hope, even when your brain tells you there isn’t.” – John Green
  • “There’s a difference between giving up and knowing you’ve had enough” – Unknown
  • “I keep moving ahead, as always, knowing deep down inside that I am a good person and that I am worthy of a good life.” ― Jonathan Harnisch
  • “There’s not shame in dealing with these things. There’s no shame in having to fight everyday.” — Jared Padalecki

Using Quote Idea 1: Floating Feature

Ok, let’s say you’ve identified that a quote does, in fact, speak to how you help and is relatable. One idea for how to place it on your website is to feature it in it’s own space

For such quotes, you can create what I’m going to call a floating featured quote which is essentially creating a space to feature the quote on it’s own, perhaps overlaying an image and with some unique styles on the font.

As you asked specifically about putting the quote at the top of the home page, note that it is not recommended to put a quote in that position. The top of your website’s homepage is valuable space that you need for being direct in communicating who you help, how you help them, where you help them, and the benefit of working with you.

Instead of at the top of the home page, scoot the quote down and insert it as a floating featured quote.

See an example of a floating featured quote in action on the therapist website home page I designed over on Empathysites. View it on the serene template.

Notice the priorities were the home page heading, the subscribe form, and the copy speaking about the services and linking to them vs. the inspirational quote.

The floating featured quote could also appear at the end of the page as the last row before the website’s footer, kinda like a sweet “P.S.” to the other copy on the home page.

Using Quote Idea 2: In Context

Another, perhaps more powerful way to use a quote is to weave it into your copy and give it some context.

For example, say you love this Carl Sagan quote, “Understanding is a kind of ecstasy.” And you’ve already identified that this is relatable for your best fit clients. They have expressed to you that they are confused about why they have the feelings they do and their core desire is to be able to understand what is even going on.

So instead of having it just floating the quote around by itself, you can also use it within a paragraph.

For example, check out how copywriter Niki Bonsol worked a Carl Sagan quote into this paragraph for Rosemary Madruga:

“Together we’ll take a closer look at the negative thoughts that trap you. We’ll begin by connecting the dots to find out where those thoughts came from because, to quote Carl Sagan, “Understanding is a kind of ecstasy.” Becoming aware of our “stuff” is the first step in creating change.”

When a quote is used in context, it can create a great connection. Especially when used in a context like this. Quotes in context can help potential clients understand more deeply what it is you can offer them and what destination they could reach with your help.

Feature How You Help, Not The Quote

Often quotes can seem random or take up valuable real estate where something more important ought to be communicated.

How you place quotes on your therapist website is important, but it’s even more important to consider if a quote should be used at all.

Does the quote speak to how you help?

If so, the quote can enhance your message, not confuse or distract from it. Feature it on it’s own or work it into a paragraph and let visitors know how you help.

Posted in Website Copy