Is Your Social Media a 'Shop Window' or a 'Welcome Mat'?
- Lynne D Jones
- Aug 3
- 3 min read
If you’re a therapist, a coach, or a wellness practitioner, you’ve probably been told you need to be on social media. So you post. You share your services, you announce your availability, and you wait. But sometimes, it can feel like you’re shouting into a void, or worse, that it just doesn’t feel like you.
Often, the problem is simple. We’re told to treat social media like a shop window: polished, perfect, and constantly trying to sell.
But for businesses built on trust and human connection, a shop window can feel cold and distant.
What you really need is a welcome mat.
The Difference Between a Window and a Mat
Think about it. A shop window is designed for people to look at. It displays products under perfect lighting. It’s a one-way communication: “Here’s what I have for sale.” It keeps people on the outside, looking in.
A welcome mat, on the other hand, is an invitation. It says, “Come on in, take your shoes off, get comfortable.” It’s the start of a conversation. It’s about creating a safe, warm space where people feel seen and heard before you’ve even mentioned what you do.
As someone who has trained with Sister Stories, I’ve learned so much about the power of holding space and creating circles of trust. The principles are exactly the same online. Your social media shouldn't be a broadcast of your services; it should be an invitation into your world. It’s about connection, not just content.
How to Roll Out Your Digital Welcome Mat
How do you stop polishing the glass of the shop window and start creating a space that feels genuinely welcoming?
1. Share Your ‘Why’, Not Just Your ‘What’ People connect with passion. Instead of just posting a list of your services, share the story behind them. Why did you become a therapist? What moment made you want to be a coach? Sharing a piece of your journey is a powerful act of generosity that builds an instant bond.
2. Ask Gentle Questions A welcome mat invites conversation. Instead of only posting statements, ask your followers gentle, open-ended questions. It could be as simple as, “What’s one small thing that brought you joy this week?” This shows you’re interested in them as people, not just as potential clients.
3. Show the Person Behind the Practice You don’t need to share every detail of your life, but showing small, human moments can make a huge difference. A picture of the book you’re reading, the view from your window, or your favourite mug of tea can make your practice feel more approachable and real. It reminds people that they’re connecting with a person, not a faceless brand.
4. Celebrate Your Community When someone leaves a kind comment, respond with genuine warmth. If a client shares a positive experience (and gives you explicit permission to share it), celebrate that success. By nurturing the community you have, you create a space that others will naturally want to join.
Your Website is Your Front Door
Ultimately, your social media is the path leading to your front door, and your website is that door. While your social media can be the warm, welcoming mat, your website is the calm, professional, and safe space where the real work happens.
If you’re tired of trying to maintain a perfect shop window and want to create an online presence that feels more like home, I can help. Let’s build a space that truly reflects the heart of your practice.
So invite people over from your social media, put the kettle on and share a hot cup of welcoming tea with them when they reach your website.
