If you’re a therapist or private practice owner wondering what to put on your website to attract and convert potential clients, you’re not alone. A beautiful site is great, but without the right content and structure, it likely won’t do the heavy lifting your practice needs. Your website should work as hard as you do.
At MYM, we specialize in building therapist websites that aren’t just pretty—they’re persuasive, strategic, and designed to get results. Here’s what to include so your website speaks to the right people, builds trust, and turns curious visitors into committed clients.
1. Clear Positioning: You’re the Guide, Not the Hero
One of the biggest mistakes we see on therapist websites is making the site all about the therapist. Of course, your background and qualifications matter, but they shouldn’t be the centerpiece.
Your ideal client should be the hero of your website.
Use messaging that speaks directly to their pain points and goals. Show them you understand what they’re going through. Position yourself as the guide who can help them get from where they are now to where they want to be.
Use natural, client-centered phrases that people are already searching for—this helps with connection and SEO.
2. A Logical Flow of In-World Actions
Think of your website like a therapy session: it should feel safe, structured, and purposeful. Guide visitors step by step, from recognizing their struggle to realizing they’re in the right place, to knowing how to get started.
Each section should build naturally to the next:
- A hook that speaks to the client’s current pain
- Clear explanation of your services
- Introduction to your team (if applicable)
- Next steps to book or contact you
Tip: Don’t make online booking the only call to action. Some clients want to reach out first, or might not be ready to commit to an appointment yet. Offer different entry points like a free consultation, a contact form, or an FAQ page.
3. Highlight Your Services and Where You Offer Them
Make it crystal clear:
- What types of therapy you offer (individual, couples, trauma-focused, etc.)
- Who you support (adults, teens, parents, LGBTQIA+ clients, etc.)
- Where you offer services (in person, online, and specific cities or regions)
Instead of cramming this all into one page, create dedicated service pages for your key specialties. This not only improves SEO but helps potential clients feel understood and seen.
These individual service pages also perform well as landing pages for Google Ads. According to Unbounce, dedicated landing pages can boost conversions compared to generic pages. When your ad clicks lead to a page that matches the exact service someone searched for, you’re far more likely to turn that click into a consultation.
4. Individual Bios That Build Real Connection
If your practice includes multiple therapists, each one deserves their own space. A group photo and a list of names won’t cut it.
Each therapist should have their own bio page.
Use these bios to:
- Share what makes them different (style, specialties, approach)
- Speak directly to the clients they support
- Offer a glimpse into what it’s like to work with them
Tip: Use a mix of long-form and scannable formats. Although paragraphs are good for SEO and the story-lovers, having highly-scannable sections for details (such as specialties) can ensure people don’t have to look too hard for the information they are looking for.
5. Set Expectations with a Clear Contact Flow
If someone fills out your contact form, what happens next? Do they get a call? An email? Is there a waitlist?
Tell them.
Setting clear expectations helps people feel safe and builds trust. Instead of leaving them wondering, use a short thank-you page or post-submission message that clarifies:
- How long it typically takes to receive a response
- Whether they can book online or should wait to be contacted
- What happens next, step-by-step
Sometimes people reach out to multiple clinics at once. If your response time lags, they may end up working with someone else simply because that person replied first. On the admin side, make sure you’ve got a system in place to follow up quickly.
6. Use Outcome-Oriented Imagery
Skip the generic stock photos and show potential clients what life can look like after therapy.
Choose images that reflect:
- The outcome of therapy (calm, confidence, connection)
- The diversity in your target audience
These visual cues help clients envision themselves in the story you’re telling. It also increases trust and relatability.
Need help sourcing inclusive imagery? Try free stock image sites like nappy.co, tonl.co, Pexels, or Unsplash. For paid options, consider Adobe Stock or iStock. Always review the licensing terms for any image you use and check whether attribution is required.
7. Prioritize Mobile Optimization and Load Speed
Most visitors will find your site on their phone. If it’s slow, clunky, or confusing to navigate, they’ll bounce quickly.
Every MYM site is:
- Fully mobile-optimized
- Built for quick load times
- Structured for smooth navigation across all devices
Use tools like Google PageSpeed Insights or GTmetrix to evaluate your current site performance. Fast-loading pages help reduce bounce rates and improve rankings, especially for people searching on mobile.
Final Thoughts
A therapist website that actually works isn’t about bells and whistles. It’s about clarity, empathy, and intentional design. Speak to your clients’ real needs, make it easy to connect, and build a site that walks them toward healing before they’ve even booked.
Want a website that does all of this and more?
Every MYM website is built with strategy, warmth, and real connection in mind so your ideal clients can find you, trust you, and take the next step.
Let’s build it together.
