If your therapy website feels more like a digital brochure than a client magnet, you’re not alone. A lot of therapists know they “should” have a website, but they don’t always know how to make it work for them.
The good news? You don’t need to overhaul everything right this second. You just need to start with the four pages that will do the heavy lifting.
Think of these as your “must-have” pages. They’re not the only pages you’ll ever need, but without them, your site can’t do its job. And that job is to help someone go from “I’m just looking” to “I’m ready to reach out.”
1. The Homepage: Your Digital First Impression
Your homepage is your hello, your welcome mat, and your front door all rolled into one. Visitors decide in a few seconds whether they should stick around or click away, so let’s make those seconds count.
Here’s what makes a homepage work:
- A clear headline that says who you help and how you help them.
- Your location and service type right up front. People want to know immediately if you work in their area and if you offer in-person, online, or both.
- A quick intro that connects with your audience’s pain points and shows that you “get” them.
- A featured services section with your main specialties so visitors know right away if you’re the right fit.
- Who you are. If you’re a solo practice, include a short section about the founder. If you’re a group practice, share a high-level statement or section about your practice as a whole and link to therapist bios. (See below for more on why bios matter.)
- A primary call-to-action (CTA) (such as “Get Started” over “Book Now”). This can lead to a contact page where visitors choose their preferred way to reach out. Online booking can also be offered as an option.
- Consistent CTAs throughout the page, especially on mobile, where long scrolling can cause visitors to miss opportunities to act. Every major section should have a relevant CTA so it is always easy for someone to take the next step.
- Clear navigation so visitors can easily find Services, Bio, and Contact.
When designed this way, your homepage not only makes a strong first impression but also removes guesswork for your visitors, guiding them toward connection without feeling pressured.
2. The Services Page: Your “Here’s How We Help” Space
Your homepage can only hold so much without turning into a novel (and trust us, no one’s curling up with a 3,000-word homepage over a cup of tea). A dedicated Services or Specialties page lets you give a fuller picture of what you offer.
Make it scannable.
How to make this page effective:
- Use bullet points or short sections to make it easy to skim.
- Keep the language simple and client-focused, touching on the challenges and words your specific audiences use.
- Organize specialties into categories or alphabetize them.
- Include CTAs throughout so visitors can act without scrolling back.
Note: Detailed specialty pages for each condition, modality, population, or assessment you offer are how you start to build SEO power. They are also AMAZING for ads. You can start with a basic service page, but remember to add depth to your website over time.
3. The Bio Page: Make it Human
We call this the Bio page, not the About page, because it should feel like a genuine conversation, not a press release or a CV in APA format.
The goal here is to help potential clients feel like they already know you. Use the real language you hear in sessions. Avoid long academic lists. Credentials are important, but they’re not the hook.
Make it scannable:
- Specialties and populations served.
- Therapy formats offered (in-person, online, hybrid).
- Appointment times or availability.
- Therapy modalities (more people are looking for a specific approach!).
- A relatable personal note about your approach.
Focus on the details your audience actually cares about, and remember, they care most about how you can help them (with some relatable details sprinkled in).
4. The Contact Page: Remove All Barriers
If your website is doing its job, this is where visitors will land when they’re ready to reach out. Your job here is to make that process as frictionless as possible.
Key elements:
- All the ways to get in touch: contact form, phone number (if you can answer promptly), email, online booking link.
- Online booking: Whether through JaneApp, Simple Practice, or Calendly, make sure it’s clearly linked and opens in a new tab.
- A simple contact form with only essential fields. Too many questions upfront can scare people off faster than a therapy bill without insurance coverage.
- Location and embedded Google Map to help with SEO and make it easy for local clients to find you.
- A thank you page after form submission with a clear follow-up timeline and maybe a bonus link to book online.
Beyond the Basics
Once you have these four pages, the real magic happens when you start adding depth:
- Dedicated pages for each service or specialty.
- A regularly updated blog to boost SEO and showcase your expertise.
- Resources pages with handouts, guides, or recommended tools for your clients.
Your website should grow with your practice. Think of it as an evolving tool, not a one-and-done project.
Ready to see what this looks like in action?
Browse examples in our portfolio and picture how your practice could shine online.
When you’re ready to turn browsers into booked clients, book your free discovery call. We’ll make sure your website isn’t just another digital business card, but your best marketing tool.
