What Potential Clients Look For When Choosing a Healer

Ever wonder what makes someone choose one practitioner over another? Here's what potential clients actually think about when searching for the right healer.

Finding a healer is personal. When someone searches for a therapist, an acupuncturist, or a chiropractor, they’re often navigating vulnerability, hope, and uncertainty all at once.

So what makes them choose you?

After working with dozens of wellness practitioners and talking to countless people who’ve searched for healers, we’ve learned what actually matters to potential clients. It might not be what you think.

They Want to Feel Understood Before They Ever Meet You

The very first thing potential clients look for is a sense of connection. They’re scanning your website, your photos, your words—asking themselves: Does this person get me?

This happens fast. Within seconds, they’re forming impressions:

  • “This feels warm and welcoming.”
  • “They seem to understand what I’m going through.”
  • “I could imagine talking to this person.”

Or the opposite:

  • “This feels clinical and cold.”
  • “I don’t see myself here.”
  • “Something feels off.”

The language on your website matters enormously. Speaking directly to their struggles—not just listing your services—makes all the difference.

Credentials Matter, But Not the Way You Think

Yes, potential clients want to know you’re qualified. But here’s what surprised us: they rarely spend much time reading about your degrees and certifications.

What they do care about:

  • That you have proper training (a quick confirmation)
  • Your specific experience with their particular issue
  • How long you’ve been practicing

A brief credentials section provides reassurance. But listing every workshop you’ve ever attended? That often overwhelms rather than impresses.

The takeaway: Mention your key qualifications, but don’t let them dominate your message.

Photos Build Trust Faster Than Words

Humans are visual creatures. Your photo is often the most powerful element on your website.

What builds trust:

  • A warm, genuine smile
  • Natural lighting
  • Seeing your authentic self
  • Photos of your actual space

What creates distance:

  • Stiff, formal portraits
  • Dark or low-quality images
  • Stock photos (they can always tell)
  • No photo at all

People want to know who they’re going to meet. Give them a real glimpse.

They’re Looking for Specialization

“I help everyone with everything” sounds flexible, but it often backfires.

Potential clients are more likely to choose someone who speaks specifically to their situation:

  • “I specialize in anxiety and life transitions”
  • “I work with athletes recovering from injury”
  • “I focus on women’s health and hormonal balance”

When someone sees that you specialize in exactly what they’re dealing with, they think: This is the person for me.

You don’t have to narrow your practice dramatically. Just lead with specificity on your website, even if you serve a broader range of clients in reality.

Reviews and Testimonials Carry Serious Weight

Social proof is powerful. When potential clients see that others have had positive experiences, their hesitation decreases.

Even a few genuine testimonials can make a significant difference:

  • “Working with [practitioner] changed my life.”
  • “I finally found someone who listened.”
  • “I wish I’d found them sooner.”

If you don’t have testimonials on your website, make it a priority to gather some. A simple email to past clients asking for a brief review can go a long way.

And don’t forget Google reviews—many people check there before they even visit your website.

They Need a Clear Next Step

This seems obvious, but it’s surprising how often it’s overlooked.

After browsing your website, potential clients need to know exactly what to do:

  • Should they call?
  • Fill out a form?
  • Book online?
  • Email you?

If the path forward isn’t clear, many will simply leave. They’re already taking a vulnerable step by reaching out—don’t make them figure out how.

One clear call-to-action on every page. That’s all it takes.

Location and Logistics Still Matter

Practical details can make or break the decision:

  • Are you conveniently located?
  • Do you offer telehealth or virtual sessions?
  • What are your hours?
  • Do you take their insurance (if applicable)?

Make this information easy to find. Nothing is more frustrating for a potential client than having to hunt for your address or phone number.

The “Feeling” Factor

At the end of the day, choosing a healer comes down to something intangible: Does this feel right?

All the elements we’ve discussed—your words, your photos, your specialization, your testimonials—contribute to that feeling. Together, they create an emotional impression that either draws people in or pushes them away.

You can’t control how everyone perceives you. But you can be intentional about presenting your authentic self clearly and warmly.

What This Means for Your Practice

If you want to attract more of your ideal clients, consider:

  1. Speaking to their struggles first before talking about yourself
  2. Showing your authentic self through warm, genuine photos
  3. Being specific about who you help and how
  4. Sharing testimonials from clients who’ve had great experiences
  5. Making the next step obvious on every page
  6. Keeping practical information accessible

Your potential clients are out there, looking for exactly what you offer. Make it easy for them to find you—and to feel like they’ve found the right person.

At Elevas Digital, we design websites that help healers connect with the clients they’re meant to serve. If your website isn’t working as hard as you are, let’s have a conversation.