One of the very first questions therapists looking to create a website for their private practice ask is, “what pages should my therapy website have?” Or perhaps, “what pages does my therapy website need?”
Even though every private practice is different, there are a core set of important, must-have pages that any therapist website will need.
These pages are important whether you are a solo practice or a group practice. They are important no matter what niche you operate in and for any stage or phase of growth your may be in.
It’s true because all therapist website visitors share a set of common needs and expectations. Based on the commonalities, we can derive a standard set of pages required to make a therapy website work.
In this post, we’ll share the four must-have pages any therapist website should have.
The Four Pages Your Therapy Website Should Have
The four pages are:
- Home page
- About page
- Service page
- Contact page
These pages are the essentials. Without these four pages, you’re not meeting your website visitors in what they are needing from your website: a complete picture of who you are and how you could help them.
When done well, these four pages help take your website visitor on a journey that details not only how you can help them but also how they can get your help. So the journey you create for them ultimately leads them to reaching out and becoming a client.
Let’s check out each page in a bit more detail.
1. Home Page
As the page that many visitors will land on first, the home page needs to quickly tell visitors who you are, where you are, and who you help.
Instead of thinking of this page as a love letter with a long stretch of deep information, think of it as a table of contents or index that provides enough information for a visitor to confirm they are in the right place and quickly get the information they are seeking.
Think of it like creating a hotel lobby with many information desks. When a visitor first walks in, you want them to feel like they are entering into a warm and friendly space. Next, you’ll want them to understand which desk to walk up to by creating big, bold signs with just enough information on them to help them know which desk would be most helpful to them.
One desk might be the “About Me” desk and another might be about “Services” or how to get in touch. If you’re a group practice, you might also feature “About Me” pages for your clinicians or highlight different service areas.
It’s highly important that the home page has solid written information but also a great design including images and colors. That first impression is often made in miliseconds through the visual level of communication. Next, follow it up by with written headings that captures attention and confirms that, “Yes, this could be the therapist to help with my struggle”
Home Page At A Glance:
Purpose: help visitors find what they are looking for quickly
Common Mistake: writing way too much
Top Tip: keep it brief, think of it like small windows into the rest of your site
2. About Page
The About page is one of the most important pages on a therapy website. This is because humans seeking therapy want to learn a bit more about the human they are considering entering into a therapeutic relationship with.
The about page on a therapist website helps people understand how you help. And we really ought to emphasize the “YOU” in that sentence. The about page is about how you are uniquely qualified and who you uniquely are so that website visitors can see if you’d be a good fit for the help they are seeking.
For an in-depth look and therapist about page examples, check out our post on how to write the best about me page for your therapist website.
About Page At A Glance:
Purpose: help visitors understand how you help
Common Mistake: staying distant, clinical, cold
Top Tip: be human
3. Service Page
Service pages, also known as specializations pages, share about what you help with.
These pages are best as a single service or specialization per page. So for instance, a page might be a “Couples Therapy” page or a “Therapy for Depression” page.
Not only do service and specializations pages help visitors understand that you get them, they also inspire hope that healing is possible.
Avoid writing dry, encyclopedia-like, pages that are more like a page out of the DSM than something that meets clients where they are (it’s common to see therapist websites have pages that diagnose instead of sell).
Every service or specialization page ought to guide visitors towards getting your help with a specific invitation like a first call or first session. So write your service pages so they can see themselves in what you are writing, really speak to their needs, and nurture the hope.
Service Page At A Glance:
Purpose: sell visitors on a service
Common Mistake: diagnosing instead of selling
Top Tip: speak to the experiences and desires of the best fit clients for the service
4. Contact Page
A contact page is probably the most underutilized page on a therapist website.
Ideally, your therapist website contact page is not just your basic information like where you’re located or what your email address is, but it’s also a place you can discuss in deeper detail what steps a visitor can take to go from being a visitor to becoming a client.
Don’t just throw your phone number on a page and call it a day. Instead write a contact page that answers questions like: what’s the first step towards getting your help? Do you offer a free call? How to schedule it? And more.
Contact Page At A Glance:
Purpose: share contact information and next steps
Common Mistake: forgetting the next steps part
Top Tip: include the next steps
Beyond The Four Pages
Beyond the Home, About, Service, and Contact page, there are more pages that can be considered. These additional pages expand your website to cover more needs that visitors may have as well as increase the pages that can be found in search engines like google. Good things!
- FAQ – answer questions and care for common concerns
- Fees – share fee information and insurance information
- Blog – index of your blog posts, usually in reverse chronological order so the most recent post is at the top. The blog is also your opportunity to build your email list
- Location – where you share details about your physical office location
And for group practices
- About Us – share about the group practice
- Meet the Team – share about therapists in your practice
The Must-Have Pages: The Essentials For A Therapist Website That Will Get You Clients
Your website visitors land on your website for a reason, they are actively seeking help. It’s your website’s job to take them through your website. You get to guide them through. By linking the pages together and offering the information and answers they need, they will end up reaching out to you.
Writing your website becomes so much more easeful with a plan. So hopefully insight into the pages your therapy website needs will help you. And for even more help with planning your site and getting your website written for you, check out Empathycopy.