The Hypno Coach

06/06/2026

It's time for another Weekend Challenge. 🌊

Search Like A Stranger. See What Google Shows.

This week we've been talking about your website — and the quiet truth that before any client reads it, Google reads it first, and decides whether that client ever sees you at all.

So this weekend, let's find out what Google is actually showing.

No tools. No tech. No overwhelm.

Just your phone, and two minutes.

How to:

1 Open Google and type in one service you offer, plus your town — like quit smoking hypnotherapy Adelaide

2 Don't search your name — search the way a stranger would, someone who only knows what they need and where they live

3 Look at what comes back — are you there? Your home page, a real service page, or nowhere on the first screen?

4 Now try one or two other services you offer — don't stop at the first, because you might be easy to find for one and invisible for the rest

5 Share what you found in the comments

P.S. There are no wrong answers here. Sitting at the top is worth knowing. Being nowhere is worth knowing too — and it's fixable. An uncomfortable result is still a useful one.

Your search — choose one:

Your main service — The one thing you most want to be known for. Type it with your town and see if you come up. This is the search that matters most, because it's the one most of your future clients are typing too.

A second service — Now try something else you offer. Anxiety, sleep, confidence, whatever it is. You may find you're visible for one and completely missing for another — which tells you exactly where the gap is.

The "near me" version — Try your service followed by "near me" instead of your town. This is how a lot of people search on their phones, and the results can be different from what you'd expect.

Honest verdict — Don't overthink the technical side. Just ask: if I were the client, could I have found me? Yes or no is a perfectly good answer.

Template: "I searched for [service] in my town. Google showed me [result]. So my one takeaway is [what it tells me]."

Examples:
"I searched for quit smoking hypnotherapy in my town. Google showed me my home page, not a dedicated page. So my one takeaway is that I need a proper page for the service I most want to be known for."

"I searched for anxiety hypnotherapy near me. Google showed me nothing on the first screen. So my one takeaway is that I'm invisible for a service I actually offer every week."

"I searched for my main service and there I was, right near the top. So my one takeaway is that what I'm doing is working — and I should do the same for my other services."

"I tried three services and only came up for one. So my one takeaway is that I've got two gaps I never knew were there."
Have fun! Ernest

03/06/2026

All week I've been making the case that your website now has two jobs — convince Google you're worth showing, and convince the visitor to get in touch — and that the way to do both is a handful of deep, single-service pages instead of one page trying to do everything.

Yesterday I asked you to look at your own site and count how many of those pages you'd actually need.

If you did that counting and thought I could do this myself — good, the structure isn't a secret, go for it. But if you did the counting and felt the weight of it — six pages, eight pages, each one done properly, while you're still seeing clients — today's piece is for you.

I'll build them. And it starts with a free look at what you've already got, so you know exactly where you stand before you decide anything. Full details in the piece. 👇

https://hypnotherapistsbusinesspulse.substack.com/publish/post/200229742?r=1eufvm&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

Up to thirty service pages, each one the other half of your Google Business Profile — and it starts with an honest look at what you’ve already got

03/06/2026

Quick question — who is your website actually for?

Most hypnotherapists say the same thing: my clients. The people thinking about booking. And that's true. But it's only one of your website's two jobs.

Because before a single human ever reads your website, Google reads it first — to decide whether that human ever gets to see you at all.

In this short video I break down both jobs your website is quietly doing, why most practitioners have only ever been told about one of them, and what it means for getting found by the people who need you. No jargon. Just a clearer way to look at the website you already have. 🎥👇

02/06/2026

Yesterday's piece left a few people uneasy — the idea that the website you're proudest of might be the reason you're hard to find. So today, the good news.

The fix isn't more. It's not a hundred blog posts or some technical project you'll dread. It's a change of shape: a few deep pages, each doing one job properly, instead of one page trying to do everything. They're called service pages — one page, one service.

I built one as an example so you could actually see it, and in today's piece I walk down it top to bottom. The thing to watch is how every part is quietly talking to two people at once: the visitor who might book, and Google, deciding whether that visitor ever arrives.

And the best part? It's finite. You don't need a sprawling website. You need a handful of these. New piece is up, with the example page to scroll through yourself. 👇

https://open.substack.com/pub/hypnotherapistsbusinesspulse/p/what-a-page-that-does-both-jobs-looks?r=1eufvm&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

I built one as an example. Let me walk you through it, piece by piece — and show you how every part is quietly doing two things at once

01/06/2026

Picture the website most hypnotherapists have. One home page. A welcome, a photo, a bit about your training, a list of the things you help with, a contact form at the bottom. One page doing everything.

For years that was fine. That was the website.

But nobody searches for "a lovely hypnotherapist who does a range of things." They search for one specific thing — quit smoking, panic attacks, fear of flying — and they search it close to ready. When they land on a page that talks about you and lists eight services, the page that's trying to speak to everyone speaks to no one in particular.

Google has the exact same problem with it. And in a zero-click world, that doesn't mean you rank lower. It often means you're not there at all.

The uncomfortable part? It's usually the page you're proudest of. New piece is up. 👇

https://open.substack.com/pub/hypnotherapistsbusinesspulse/p/the-one-page-thats-quietly-working?r=1eufvm&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

Most hypnotherapists have a website built to do everything. That’s exactly why it does neither job well

01/06/2026

Last week we talked about the biggest shift in search in twenty-five years — Google answering questions itself, so nobody clicks through to anyone. A few of you wrote back asking the obvious question: if that's true, what's the point of my website at all?

So this week is about your website. And it starts with something most hypnotherapists have never been told: your website has two jobs now, not one. It convinces the visitor to book you — that part you know. But before any human ever sees it, Google reads it to decide whether you're worth showing at all.

If that first job fails, the second one never gets a chance. The visitor doesn't arrive unconvinced. They simply never arrive.

New piece is up. 👇
https://open.substack.com/pub/hypnotherapistsbusinesspulse/p/your-website-has-two-jobs?r=1eufvm&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

One of them isn’t for people, and it’s quietly become the one that decides whether anyone ever sees you

27/05/2026

Today is offer day in The Hypnotherapists Business Pulse.

This week we've worked through what Google's new AI search means for self-employed hypnotherapists relying on local clients. We've landed on the same place we keep coming back to — a properly optimised Google Business Profile, working in step with your website, is the foundation for everything that follows.

If you've been reading this week and thinking yes, I understand, but I'm not going to be the one to do this work — today's article is for you.

Four spots. One filled. Three remaining. USD $750, one-time.

https://open.substack.com/pub/hypnotherapistsbusinesspulse/p/your-google-business-profile-properly?r=1eufvm&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

The done-for-you version. Three spots open.

26/05/2026

Here's the part of last week's Google announcement almost no one outside the SEO world is talking about.

When Google's AI Overviews first rolled out in 2023, they appeared on one hundred percent of local "near me" healthcare searches.

By December 2025, that number had dropped to zero.

Not low. Zero.

For self-employed hypnotherapists relying on local clients, that single statistic changes the whole conversation. Today's article walks you through why — and what it means for the next twelve months.

https://open.substack.com/pub/hypnotherapistsbusinesspulse/p/actually-heres-the-good-news-for?r=1eufvm&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

The decision Google quietly made about local search which affects every hypnotherapist looking for local clients.

25/05/2026

If your honest first reaction to yesterday's news was "I can barely keep up with what's already out there — and now this?" — you are not alone.

AI Overviews. AI Mode. The new intelligent search box. Agents that search while you sleep.

That feeling of "how bad is my situation, actually?" is the most reasonable response in the world.

Today's article sits with that question — and offers a way to find out.

https://open.substack.com/pub/hypnotherapistsbusinesspulse/p/is-this-just-going-to-get-harder?r=1eufvm&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

A fair question, with a calmer answer than you’d expect

24/05/2026

Last Tuesday Google announced what they're calling the biggest change to their search box in over twenty-five years.

Their words. Not mine.

If you've been seeing the headlines and wondering what this actually means for a self-employed hypnotherapist relying on local clients — that's what this week of The Hypnotherapists Business Pulse is about.

Today's article walks you through the announcement itself, the link to Google's own blog post, and a clear signal of what changes for you across the week ahead.

https://open.substack.com/pub/hypnotherapistsbusinesspulse/p/google-just-changed-the-search-box?r=1eufvm&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true