| Sumario: | Clinicians may have to adapt their online marketing and engagement strategies to convey messages regarding COVID-19 and telehealth appointments for current and potential clients. This study reports the results of a linguistic inquiry of ways therapists presented telehealth services, advertised on their professional websites in six cities in the United States, during the COVID-19 global pandemic. Results of the analysis indicated that while MFTs use positive emotional tone in their language, the authenticity scores were poor. Dimensions of Clout and analytical language scored high. This suggests that MFTs use language that is professional, but distant, or inauthentic. Implications are discussed.
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