Writing for Trauma-Aware Audiences
If you work in the mental health space, your content is doing more than explaining your services. For some people, it’s the first step they take toward getting help. And that step might feel big.
So, your content needs to feel safe. Not just emotionally, but professionally too. If you’re AHPRA-registered, you’ve got a duty to be accurate and responsible in how you describe your work. That means no guarantees, no testimonials and no emotionally persuasive language - even when it’s well-intended.
This is how I approach writing for clinicians, psychologists and mental health brands. Trauma-aware, AHPRA-friendly and person-led.
1. Write with the tired reader in mind
Don’t assume people are reading your content at their best. They might be overwhelmed. Distracted. Unsure.
Clear layout helps. So does short, straightforward language.
Keep your sentences tight.
Break up long blocks of text.
Put the most important info up top.
The goal isn’t to sound clever. It’s to make it easier for someone to understand how you can help.
2. Avoid defining someone’s experience
Even when you mean well, writing things like “You’re not broken” or “We all carry trauma” can feel like a stretch.
You don’t need to speak for the reader. Just describe what you do and how you work. Let them decide if it feels relevant.
This avoids emotional assumptions and stays aligned with AHPRA’s requirement to keep advertising factual, not persuasive.
3. Let people take the lead
Phrases like “book now” or “start your journey” sound like calls to action, but for a trauma-aware audience, they can feel like pressure.
Try this instead:
“If it feels like the right fit, here’s what working together involves.”
“You’re welcome to reach out when you’re ready.”
“Here’s some info to help you decide.”
This helps your audience stay in control - something many people in your space haven’t had enough of.
4. Keep your descriptions specific and grounded
A lot of clinicians try to stay compliant by using phrases like “evidence-based strategies tailored to your needs.” It ticks the boxes, but it doesn’t really say much.
A better approach:
“We’ll talk through what’s been happening, look at what’s worked or hasn’t, and explore a few options together. You’re part of the process.”
It’s plain, honest and clear. Which is exactly what your reader needs.
5. Let your tone be steady, not salesy
The goal isn’t to inspire. It’s to create trust.
Avoid overused phrases like:
“Empowering your healing journey”
“Helping you become your best self”
“Transforming lives through care”
You don’t need them. You’ve got better words. Rephrase this to explain what someone can expect if they work with you.
Trauma-aware content doesn’t have to feel clinical. And AHPRA compliance doesn’t mean you can’t sound like yourself. You can be warm, clear and professional all at the same time.
If your website or service pages need a review, or your content feels too complex, I can help make it easier to read without losing your voice.