Writing about your treatment center isn’t easy. You want to capture what makes your program special—i.e., the care, the people who work for you, and the outcomes you’ve helped clients achieve. And it’s natural to want to share your mission and story. But when your audience is someone searching for help in a vulnerable moment, the way that story is told matters.
After reviewing thousands of programs, we’ve seen how even strong centers can start to sound alike when their copy leans on the same familiar phrases and formats. Below are five common writing mistakes we see and how to fix them so your message connects more deeply with the people who need your care.
The mistake: Many websites list features like “We offer individual therapy, yoga, and family sessions,” but stop short of helping readers visualize what that means.
Why it doesn’t work: People looking for treatment are emotionally overwhelmed. A list of services doesn’t help them imagine the relief or transformation they’re hoping for.
What to do instead: Translate features into beneficial experiences. Instead of listing “private rooms,” you might say, “Our private rooms give clients a calm space to reflect between therapy sessions and at the end of the day.”
The mistake: Starting with “Our founder…” or “Our mission is…” centers the story on the program rather than the person seeking help.
Why it doesn’t work: Potential clients aren’t on your website to learn your history, they’re looking for hope and clarity about what you offer. They need to know, “Can this place help someone like me or my loved one?”
What to do instead: Write from the reader’s perspective, showing understanding of what they’re going through and how the center can meet those needs. For example: “For clients who have tried to stop before and felt discouraged, our program helps them find a new path forward.”
The mistake: Overusing clinical jargon like “CBT,” “DBT,” “integrated care” or “comprehensive treatment” without explaining what they mean in practice and how they benefit clients’ lives.
Why it doesn’t work: While these words may sound professional, they’ve become so common that readers often skim past them or feel confused about what they actually mean. Someone in crisis doesn’t think in clinical terms. They just want to understand how your center helps.
What to do instead: Translate professional jargon into clear, grounded descriptions. Instead of “We use dialectical behavior therapy,” say, “Dialectical behavior therapy helps clients manage intense emotions and build a toolkit of healthy coping skills.” This helps readers connect the language to a real outcome.
The mistake: Packing too much detail or too many messages into one section of your website.
Why it doesn’t work: When readers are anxious or in crisis, long paragraphs and mixed messages make it hard to focus. If your website feels crowded or confusing, they may click away before realizing how much your program could help.
What to do instead: Make it easy to scan and absorb. Use clear headings, short paragraphs, and strong opening lines that guide readers to the most important takeaways—like who you help and what sets your approach apart.
The mistake: Writing in a purely clinical tone — “Our center offers evidence-based therapies for substance use disorders.”
Why it doesn’t work: Facts matter, but readers also need hope. Without emotion, the copy feels cold.
What to do instead: Write with warmth and empathy while staying professional. You might say, “Recovery is possible, and you don’t have to do it alone. Our team is here to help you start that journey.”
By steering clear of these common mistakes, and being understandable, empathetic, and specific, you can turn your website into one that stands out among the rest.
Want to see how our copywriters do it for your profile on Recovery.com? Check out our demo profile!