Website Case Study: Grey Couch Counselling
If you’re a Canadian, then you know that while we’re known for our free healthcare, it’s giving budget DIY at best lately. It’s subpar and comes with the asterisk of long wait times and putting up with insurance benefits that FOR SOME REASON don’t cover the treatment you need right now. To get better care, you have to pay for it — out of pocket and at the cost of your well-being. But it shouldn’t be that way. Luckily, Grey Couch Counselling cares enough about our well-being to do something about it — and I was lucky enough to write their website copy. Prepare for a DOOZY of a website case study 👩🏾💻.
About Grey Couch Counselling
Grey Couch Counselling is a small but mighty team of psychotherapists and holistic nutritionists creating a safe space where Canadians can feel comfortable, understood, and have room to make sense of the grey and thrive through it.
They specialize in serving:
💼 Corporate warriors struggling with burnout
🌍 Children of immigrants grappling with their cultural duties and duties to themselves
👩❤️👨 Couples who want to be the best for their S/O
🏃♀️➡️ Mature women in life transition
💸 Individuals with money troubles
🎒 Teens navigating the grey areas of young adulthood
❤️🩹 Empaths struggling with relationships with burnout
They’re on a journey to becoming the go-to holistic care cub for Canadians nationwide. Providing everything from therapy and nutrition support to naturopathy and perimenopausal assistance. But they’re still in the beginning stages of that journey; so with this website relaunch, the founder wanted to:
- Promote their holistic hub of resources as they scale
- Ensure that even though they serve primarily women and BIPOC, that men feel included in the conversation
- Highlight the team and their strengths
- Make sure readers know they’re the main character
- Differentiate themselves from their competitors
Here’s how I did that in their website copy ⬇️
Highlight their growing holistic health hub
While Grey Couch might not offer as many holistic healthcare services as their competitors, they are adding more people to their team, and they have a network of partners they recommend clients to that offer services like naturopathy, perimenopausal coaching, and more.
So I made sure to not only showcase their extensive network of partners, but also invite healthcare practitioners to get in touch and join the network or their team, so Grey Couch can keep growing as a reputable holistic hub!
We also made it clear in the copy how much Grey Couch supports clients in finding the right option for them and interconnect them with other healthcare providers, even if that means they aren’t getting care primarily from Grey Couch Counselling. Because above all, they care about their clients!
Maintain inclusivity for all Canadians
Grey Couch’s Founder mentioned at the beginning of the project that they primarily wanted to serve BIPOC women—as the project went on, she wanted to ensure that she didn’t exclude other Canadians that aren’t women or BIPOC.
So we called out all the different kinds of Canadians Grey Couch have helped, and the problems they’ve dealt with.
At the same time, we made sure that it was clear that Grey Couch, at its core, is all about ensuring Canadian women feel seen, safe, and supported.
Make sure readers know they’re the main character
Canadians go through a lot, and Grey Couch wanted their website visitors to know they take extensive consideration of their clients’ history, present life and future goals, and that they recognize modern challenges and meet clients where they are.
So I made sure to use relevant examples from our daily lives to really make their reader feel seen and heard, and mentioned how they try to make everything accessible with customizable treatment plans that work for their lifestyle and considering healthcare benefits.
Differentiate themselves from other therapy and holistic practices
Again, it wouldn’t be realistic to leverage their offers as a way to position themselves against their competitors. But there were other ways to show Grey Couch as the iconic practice they are!
One way was by highlighting that they want to help Canadians graduate out of therapy. This is a unique perspective on therapy, which many believe to be a lifelong thing—but at Grey Couch, they don’t think people should need to get care forever. So I wanted to make that prominent in the copy.
Main Takeaways
If you find that you’re new to a field that already has market leaders, and want to figure out how to make yourself stand out, try this:
- Demonstrate what you’re great at, and how you’re growing to be even better
- Highlight your unique approach or beliefs
- Use storytelling to paint a picture your dream client can see themselves in
- Make your dream client the main character
Want Website Copy That Sets You Apart?
I want that for you too, babes! Here’s how I can help you:
- Book a free 20-minute Pick My Brain session: you can ask me anything, like how to fix your website copy TUHDAY
- Subscribe to my weekly newsletter to get website copywriting tips sent straight to your inbox
- Sign up for updates on when I release my Website Copywriting Guide & Template
- Hire me to write your website copy, plus all the other fixings for your website launch (or relaunch) like a welcome sequence, a month of content, and more!
Check out other websites I’ve written in my portfolio—for website designers, career strategists, event planners, health coaches, and more! I look forward to seeing your inquiry in my inbox 💌.
