The conversion moment: They just read your hero (you understand their condition and won't rush them) and your validation stats (this is real, common, treatable). Now, before you show them your phased protocol, they need one quick answer: "Do you treat MY specific type?" This section answers that in 5 seconds. It's a scannable list that lets them identify their specific presentation, confirms you treat it, then they move on to see HOW you treat it (your phased protocol).

The data: Adding this brief conditions list before your protocol section increases conversions by 8-13% because it removes the "do they even treat my type?" doubt before they invest time reading your protocol phases. Without this section, some visitors bounce thinking "they probably don't treat my specific situation." With it, they self-select confidently and continue reading.

What you're building: A section headline, a slash-separated list of specific conditions/types (scannable in 5 seconds), and one bridge sentence that transitions to your protocol. Total: 30-60 words that confirm scope before diving into method. Simple, clean, strategic.

DO THIS NOW (Set timer: 15 minutes)

Step 1: List the specific types/presentations you treat (6 minutes)

Pull up your last 20 intake forms. What specific types, causes, or presentations do you see most? Write them all down.

Decision framework:

• Include: Specific types you feel confident treating and see regularly
• Include: Specialized areas where you have training/experience
• Exclude: Types you'd refer out or don't feel equipped to handle
• Exclude: Types you theoretically could treat but never actually see

Your list should reflect your ACTUAL practice, not theoretical capability. If you list "combat trauma" but have never treated a veteran and have no military-specific training, remove it.

Step 2: Choose your list strategy (3 minutes)

Comprehensive approach: List broad range showing you treat multiple types (8-15 items)

• Use when: You're a generalist in this protocol area, want to capture wide searches, have genuine experience across types
• Risk: Seems scattered if you don't actually treat all of them

Specialized approach: Lead with 3-5 core specializations, then add "and other presentations"

• Use when: You have clear specializations you want to emphasize, specific training in certain types, positioning as expert not generalist
• Risk: Miss searches for types not explicitly listed

Pick the approach that matches your expertise and positioning.

Step 3: Order your list strategically (3 minutes)

Ordering options:

• Most common first: Start with presentations you see most, descending
• Specialization first: Lead with your unique training/expertise areas
• Severity progression: Mild to severe, or acute to complex
• Search volume: Most-searched terms first (check Google Keyword Planner)

Most therapists should use "most common first" unless they have strong specialization positioning.

Step 4: Write headline and bridge sentence (3 minutes)

Headline formula options:

• "[Protocol type] We Treat" (straightforward)
• "We Specialize In [Protocol]—All Types" (if comprehensive)
• "Types of [Condition] We Work With" (neutral)

Bridge sentence formula:"[Acknowledge variety] + [same approach statement]"

Example: "While each type is unique, our [X]-phase protocol works effectively across all these presentations."

4 Complete Examples

Example 1: Trauma & PTSD (Comprehensive approach)

Trauma Conditions We Treat

PTSD (Post-Traumatic Stress Disorder) / Complex PTSD and Complex Trauma / Childhood and Developmental Trauma / Sexual Trauma and Assault / Domestic Violence Trauma / Acute Trauma / Medical Trauma / Accident and Injury Trauma / Attachment and Relational Trauma / Grief and Loss Trauma / Betrayal Trauma / Vicarious and Secondary Trauma

While each type of trauma is unique, our 3-phase protocol works effectively across all these presentations.

Example 2: Affair Recovery & Trust Rebuilding (Specialized approach)

Types of Betrayal We Help Couples Repair

Physical Affairs / Emotional Affairs / Online and Digital Infidelity / One-Time Betrayals / Ongoing Affairs / Sexual Betrayal / Financial Infidelity / Broken Trust Without Infidelity / Multiple Betrayals

Regardless of betrayal type, we use the same 3-phase approach: crisis stabilization, understanding what broke, and structured repair.

Example 3: Perinatal Mental Health (Condition-specific approach)

Perinatal Mental Health Conditions We Treat

Prenatal Anxiety and Depression / Postpartum Depression / Postpartum Anxiety / Postpartum OCD / Birth Trauma and PTSD / Pregnancy Loss and Grief / Fertility Struggles and Treatment Stress / Perinatal Mood and Anxiety Disorders (PMADs) / Postpartum Rage / Intrusive Thoughts / Fear of Childbirth

Each condition requires specialized understanding, but the foundation is the same: symptom stabilization first, then processing, then building your new identity as a parent.

Example 4: Eating Disorder Recovery (Clinical categories approach)

Eating Disorders We Treat

Anorexia Nervosa / Bulimia Nervosa / Binge Eating Disorder / ARFID (Avoidant/Restrictive Food Intake Disorder) / Orthorexia / Atypical Anorexia / Other Specified Feeding and Eating Disorders (OSFED) / Compulsive Exercise / Body Dysmorphia Related to Eating

While each eating disorder has unique features, recovery follows the same phased approach: medical and nutritional stabilization, addressing psychological factors, then relapse prevention.

Why These Work

Every example follows the same architecture: clear headline confirming they're in the right place, slash-separated list for 5-second scannability, bridge sentence that says "different types, same safe approach."

The strategic positioning: This section sits between validation stats and protocol phases for a reason. Stats gave them permission ("this is real"). This section gives them confirmation ("yes, we treat YOUR type"). Protocol section gives them safety ("here's HOW we do it in phases"). Remove this section and some visitors think "they probably don't treat my specific situation" and bounce before reaching your protocol.

The list length sweet spot: 8-15 items for comprehensive approaches. Fewer looks limited. More looks unfocused. Trauma can support longer lists (12-15) because there are genuinely many trauma types. Affair recovery needs shorter lists (8-10) because there are fewer distinct categories.

The slash-separated format: Creates scannability. Someone searching for "medical trauma" or "emotional affair" or "birth trauma" can find their term in seconds. Bullet points would make this take up too much vertical space. Paragraph format would make it unscannable.

The bridge sentence job: Transitions from "we treat these specific types" to "now let me show you our phased approach." Without it, the jump from list to protocol feels abrupt. The sentence pattern—acknowledging variety while unifying under same approach—reinforces both expertise (we understand differences) and consistency (same safe method).

The psychological mechanism: Removes doubt before investment. Reading your full protocol section requires 2-3 minutes. Before they invest that time, they need 5-second confirmation: "Yes, they treat what I have." This section provides that confirmation, then immediately moves them forward to method.

3 Deadly Mistakes

❌ Mistake 1: Listing conditions you don't actually treat or feel confident treating

If you list "combat trauma" but have never worked with veterans and have no military-specific training, you've set false expectations. Clients will book expecting expertise you don't have. Only list types you genuinely see and feel equipped to treat. If you'd refer a certain type out, don't list it. Your list should reflect actual capability, not theoretical willingness to try.

❌ Mistake 2: Making the list so long it becomes unreadable

20+ items stops being scannable and starts feeling like keyword stuffing. The conversion benefit comes from quick recognition—they find their type in 5 seconds and move on. If they're scrolling and scanning for 20 seconds, you've lost the benefit. Keep comprehensive lists to 12-15 items maximum. If you truly treat more types than that, use "and other [condition] presentations" to cover remaining without listing exhaustively.

❌ Mistake 3: Using vague or overlapping categories that create confusion

"Relationship Trauma" and "Attachment Trauma" sound similar—are they the same? "Childhood Trauma" and "Developmental Trauma"—what's the difference? Either use distinct categories or combine overlapping ones. The goal is instant recognition, not making them work to figure out which category fits. If a term isn't immediately clear to a non-therapist (like "ARFID"), include the full name in parentheses.

Save Your Work

Copy your conditions list into your protocol page draft. You've confirmed you treat their specific type. Next section: show them your phased approach so they understand HOW you'll help them safely, in stages, without rushing.

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