Like all service-based industries, hypnosis has a lot to do with first impressions. The moment you meet someone, impressions begin to form about you. If a client gets the wrong impressions, it becomes more difficult to work with them (assuming they don’t leave). But now, many customers form an impression of you before seeing you.

Many hypnotists ignore marketing. Some don’t bother because they get enough referrals to reserve the solid. Others struggle to know what to say. The good news is, if you have a decent home page for your website, it puts you ahead of everyone else.

Your website is your digital reputation. It’s what potential customers see before meeting you. An effective website, like a powerful reputation, puts them in the right frame of mind to get to know you. Everything becomes easier when customers expect great things from you.

Make sure your home page includes information such as contact details, opening hours and your postal address. When clients search for this information, it means they’re thinking of hiring you, so make things easy for them. But this is information about your business. As important as it is, customers care about something else…

Customers aren’t thinking of you when they read your site. They think of themselves. So talk about them!

I see that many hypnotists talk about themselves and not about the clients. They talk about how they prefer Elman’s inductions to Erickson’s approaches. They spend pages rambling about his background, his journey and his lifestyle. Include this information if you think it adds personality, but hide it. Your customers don’t care, all they want to know is that you can help them.

When a customer opens your page, you have a few seconds to grab their attention. The main headline and first few paragraphs are your only chance to catch them. Don’t waste this by saying ‘Welcome to Hypnosis Business #78297’. As courteous as it is, the customer doesn’t want kindness. They found your page because they have pain in their hearts.

The title and the first few paragraphs should focus on the benefits for the client. Talk about your problems. Talk about what makes the problems unbearable and how you will feel once you are free of them. Maybe it alludes to how hypnosis will help them, or maybe I’ll save that for later on the page. They are suffering now and they don’t want to be. They want to know that you understand, so show that you understand.

This is your hook. Once they think you appreciate their situation, they will listen when you bring up solutions. Hypnosis will ease your suffering. That is what matters to them and that is why they seek their skills in the market. Put yourself second to their needs. After all, in your customer’s mind, that’s exactly where you are.