Summer vs Winter copy - and why now is the time to get your copy done if you're a nonprofit or a therapist

"What good is the warmth of summer, without the cold of winter to give it sweetness?"

John Steinbeck

Steinbeck had a point there. Summer would never feel so good if we hadn't survived the winter first. Although for those of you who live in the same season all year round (aka summer), you may feel differently.

How about you treat winter as your strategy time and have spring and summer as your time of execution?

Don't let winter pass you by

After surviving Christmas, and that alone is worthy of a prize, you may be taking it easy to prep for summer, but prepping for summer, whether you're a nonprofit, therapist, or any business that does good, needs to be done now, not at the last minute, at the dawn of what may be your busiest time. You may be tempted to procrastinate until things get hectic, but I've got a better idea than that. How about you treat winter as your strategy time and have spring and summer as your time of execution?

After the hard slog towards Christmas, it may feel like just too much to start now. You may have had a busy Christmas, and now you have January, known to be the longest month, with lurgies and sales, and people with little in the way of ready cash after the seasonal spend.

If you get your copy done now, you leave yourself plenty of time for editing, refining, and perfecting it.

If you're a nonprofit/charity, you may not have any campaigns or perhaps fewer than usual. This is ideal for focusing on copy, writing, case studies, and articles while you're feeling quiet. Use the time wisely and reconsider your messaging. If you get your copy done now, you leave yourself plenty of time for editing, refining, and perfecting it.

You'll have far better conversion later, in the warmer months, once you've got stronger copy.

And when you're not busy responding to the chaos of the busiest months, you've got time and space to make better decisions. When you're under less pressure than usual, you've got more time to focus your time and attention on things you've neglected. You'll have far better conversion later, in the warmer months, once you've got stronger copy.

Snowdrops are always the first sign of spring, so get your copy done now in time for the busiest months ahead

And remember, it takes a while for conversions to kick in online. Get it right now and let it simmer, and by spring and summer, you could be converting readers into donors/clients/investors or volunteers.

Start planning now, and your spring and summer 2026 could be your best year yet.

Spring and summer may bring you increased visibility, leading to donations, grants, and new campaigns. If your copy doesn't make the grade due to unclear messaging and outdated copy, then you're making yourself vulnerable to lost opportunities. Start planning now, and your spring and summer 2026 could be your best year yet.

A well-prepared and well-executed website can help you raise funds, hire the best people, and develop the kind of partnerships you'll come to value over time.

Winter allows you time to consider your words carefully

It's also important to consider accessibility and inclusion. This requires careful consideration, intention, and review. You can't just slap anything down and hope it'll make the grade. Winter allows you time to consider your words carefully, building inclusive, accessible copy you've given time and thought to.

Whether you're working with neurodivergent communities, large, global audiences (especially if you're an advocate and keynote speaker), or any other member of the disabled community, you'll need to make sure you have the right words that engage and promote inclusivity rather than exclusivity.

And if you're a therapist?

Winter can be quiet, with a packed summer, and with disrupted routines when people go on vacation. Far better to get any copy and content issues sorted now rather than wait until your caseload is full and you can't give it your full attention.

Psychology Today isn't the only place that potential clients will look when searching for a therapist

Winter can bring slightly more predictability, therefore making any website copy decisions less taxing. Also, potential clients could be looking long before they're ready to book. So, having your copy perfect is essential, keeping in mind that Psychology Today isn't the only place that potential clients will look when searching for a therapist.

Your website could be the difference between nobody getting in touch and somebody taking the decision to email you. And you don't just want any kind of referrals, you want the right referrals for your kind of therapy. Ideal clients need clear and concise copy that tells them whether you have what they need.

Reduce the emotional labour in understanding your copy and create boundaries from the get-go

Good copy will reduce misunderstandings and delays in recruiting clients onto your books. Use the winter months to focus on reducing the emotional labour in understanding your copy and creating boundaries, essential for clear communications and expectations.