I’ve built websites for several therapists and counselors, and the conversations always start the same way: “I want to look professional but not cold. Qualified but not intimidating. Trustworthy but approachable.”
That balance is tricky. Too clinical and you feel distant. Too casual and you seem unqualified. Mental health websites need to thread a needle that other service sites don’t.
Let me walk you through what actually works, based on sites I’ve built and data about what converts visitors into clients.
Why Therapist Websites Are Different
When someone visits a plumber’s website, they’re evaluating competence and price. When someone visits a therapist’s website, they’re trying to answer: “Will this person understand me? Can I trust them with my most difficult thoughts? Will they judge me?”
That’s a completely different decision-making process.
Your website isn’t just a brochure. It’s the first part of the therapeutic relationship. People are sizing up whether they can be vulnerable with you based on your photo, your words, and how your site feels.
That means every element—copy, design, images, structure—needs to work toward building that trust.
The Homepage: First Impressions Matter Enormously
Your hero section needs three elements:
- Immediate clarity about what you do - “Counseling for anxiety and relationship issues” not “Supporting your journey to wellness”
- A warm, professional photo of you - Preferably in your practice space, looking directly at camera, slight smile
- One clear next step - “Book a free consultation” or “Get in touch to discuss how I can help”
The mistake I see most often: Vague, inspirational language that sounds nice but doesn’t tell visitors anything concrete. “Helping you navigate life’s challenges” could mean anything. “EMDR therapy for trauma and PTSD” is specific and helps the right people self-select.
The tone balance:
- Too formal: “I provide evidence-based psychological interventions utilizing cognitive-behavioral frameworks.”
- Too casual: “Hey! Let’s chat about what’s been bugging you lately.”
- About right: “I help people work through anxiety, depression, and relationship difficulties using CBT and person-centered approaches.”
First person works better than third person for therapists. “I specialize in…” feels more personal than “Jane specializes in…” You’re not a corporation, you’re a person they might open up to.
Your Bio: Where Trust Is Built or Lost
This is the most important page on your site. Clients will spend 2-3 minutes reading it, looking for signals that you’re the right person.
What they’re looking for:
Credentials and qualifications - Don’t be humble here. BACP accreditation, your qualifications (PG Dip, MA, etc.), how many years practicing, specialized training. Put this near the top.
Relevant experience - If you specialize in trauma, mention your trauma training and how many trauma clients you’ve worked with. If you work with couples, say so explicitly.
Your approach - In plain language, what happens in your sessions? “I use CBT, which means we’ll work together to identify thought patterns that aren’t serving you, and develop practical strategies to change them.” Not textbook definitions, explanations.
Why you do this work - A paragraph about what drew you to therapy can be powerful. It humanizes you. Just keep it professional—your own therapy journey is probably too personal to share publicly.
What it’s like to work with you - “In our first session, we’ll…” This reduces anxiety about the unknown.
Credentials: Make Them Visible
Every therapist website should have:
A credentials section showing:
- Professional body memberships (BACP, UKCP, NCS, etc.)
- Qualifications with years obtained
- Specialized training
- DBS check (reassuring for parent clients)
- Insurance/indemnity (signals professionalism)
Put logos of BACP, UKCP, or other bodies somewhere visible. People recognize these and they build instant credibility.
If you’re provisionally registered or working toward full accreditation, say so. Being honest about where you are in your career is better than being vague.
Services: Be Specific About What You Treat
“I work with anxiety, depression, trauma, relationships, self-esteem, stress, life transitions, grief, and personal growth.”
That list is so broad it signals you don’t specialize in anything. Potential clients see it and think, “Do you actually have deep experience with MY specific issue?”
Better approach: 3-5 primary areas you genuinely specialize in, each with its own section:
Anxiety Therapy:
- What kinds of anxiety you treat (social, generalized, panic, health anxiety)
- Your approach
- What success looks like
- Typical session count
This level of specificity helps the right people self-identify and helps wrong-fit clients self-select out (which saves everyone time).
If you’re a generalist and genuinely work with a wide range of issues, say so: “I’m a generalist therapist working with adults facing various challenges.” That’s honest and some clients specifically want a generalist.
Privacy & Security: Address Fears Directly
People looking for therapy worry about:
- Someone finding out they’re in therapy
- Their information being exposed
- Records being hacked or leaked
- Being seen entering your office
Your website needs to address these fears directly.
Privacy page should cover:
- How you store notes (encrypted, secure system)
- Who has access to records (only you)
- How long you keep records
- Your confidentiality policy
- Legal limits of confidentiality (harm to self/others, court orders)
Technical security:
- HTTPS (padlock in browser) is mandatory
- Contact forms should be encrypted
- Don’t use plain email for sensitive information
- Consider offering Signal/WhatsApp for initial contact if clients prefer
On-site privacy:
- If you have a waiting room, mention that it’s private
- If you’re in a shared building, explain how discretion is maintained
- If you offer online therapy, mention the secure platform you use
Practical Information: Remove Decision Friction
Fees - I understand the impulse to say “Contact me for fees.” You think it starts a conversation. But 43% of potential clients abandon their search when fees aren’t clear.
You don’t need to list exact prices if you have a sliding scale, but give ranges:
- “Individual sessions: £55-75 per 50 minutes”
- “I offer a limited number of reduced-fee spaces for students and low-income clients”
Location - If you’re in-person, make it easy to find you. Google Maps embed, parking information, public transport directions, accessibility notes.
Online therapy - If you offer it, say which platforms you use (Zoom, Doxy.me, etc.) and what clients need (laptop with webcam, private space, good internet).
Cancellation policy - State it clearly. Most therapists charge for late cancellations (24-48 hours). That’s reasonable and standard, just say so upfront.
Insurance - Do you accept insurance? Which providers? This is a common question, answer it on your site.
Booking: Make It Easy to Take the Next Step
The whole point of your website is to get potential clients to reach out. Don’t make it hard.
Options that work:
Online booking system (Calendly, Acuity, SimplePractice) - Client picks a time, books automatically. Lower barrier than email or phone for many people. Make sure it’s HIPAA/GDPR-compliant.
Contact form - Simple form asking: Name, email, phone (optional), brief message about what they’re looking for. Don’t ask for life history in the form—that comes later.
Phone number - Some people still prefer calling. Make it visible on every page.
Email address - Some prefer email. Just note in your privacy policy that email isn’t secure for sensitive information.
Offer multiple options. Different people have different comfort levels with each.
Response time expectations - “I respond to inquiries within 24 hours on weekdays.” This manages expectations and shows you’re attentive.
Design: Warm, Clean, Professional
Colors:
- Avoid harsh reds and aggressive oranges (too intense for therapy context)
- Blues and greens signal calm and trust
- Warm neutrals (soft beige, warm gray) feel welcoming
- Avoid pure white backgrounds—slightly off-white feels softer
Imagery:
- Photo of you is essential (people need to see who they’ll be talking to)
- Photo of your practice space (helps visualize where they’ll be)
- Avoid stock photos of people looking sad—it feels exploitative
- Natural settings, abstract calming images, or simple patterns work well
Layout:
- Clean, uncluttered
- Easy to read text (good contrast, readable font size)
- Clear navigation (About, Services, Fees, Contact)
- Mobile-friendly (many people search for therapists on phones)
The goal is: professional enough to signal competence, warm enough to signal safety.
SEO for Therapists: Getting Found Locally
Most therapy clients search locally: “therapist in Bristol” or “couples counselor Manchester.”
Local SEO basics:
Google Business Profile - Claim and complete your listing. This shows up in map results.
Location-specific pages - If you serve multiple areas, create pages for each: “Counseling in Clifton” separate from “Counseling in Bristol City Centre.”
Specific service pages - “Anxiety therapy in [city]” ranks better than generic “therapy” page.
Directories - List on Counselling Directory, Psychology Today, BACP Find a Therapist. These are trusted directories that rank well.
Blog content - Articles like “How to find a therapist in [your area]” or “What to expect from CBT therapy” help you rank for informational searches that lead to bookings.
What NOT to Include
Heavy jargon - “Utilizing psychodynamic modalities to facilitate intrapsychic exploration” means nothing to clients. Write clearly.
Too much personal information - Your own therapy journey, your own trauma, your relationship status—these are rarely relevant and can make clients uncomfortable.
Promises of outcomes - You can’t ethically promise therapy will “cure” someone or “transform their life.” Talk about the process, not guaranteed results.
Religious or political content - Unless you specifically offer faith-based counseling or work with a specific political group, keep personal beliefs off your professional site.
Autoplaying music or videos - Jarring and not calming at all.
Accessibility Matters
Mental health services should be accessible to everyone. Your website should be too.
Basic accessibility:
- Text that can be read by screen readers
- Sufficient color contrast
- Keyboard navigation (not everyone uses a mouse)
- Video captions if you have introductory videos
- Alt text on images
Not only is this the right thing to do, it’s increasingly a legal requirement under the Equality Act 2010.
GDPR Compliance
As a therapist, you’re handling sensitive personal data. Your website needs:
- Privacy policy explaining how you handle data
- Cookie consent if you use analytics
- Secure form submission (encrypted)
- Clear retention policies
- Right to access/deletion information
The ICO has specific guidance for healthcare providers. Follow it.
Example Structure for a Therapist Website
Homepage:
- Hero: Photo, what you specialize in, clear CTA
- Brief intro to your approach
- Credentials snapshot
- Recent blog posts (if you blog)
- Contact CTA
About:
- Your story and approach
- Full credentials
- Professional photo
- Why you do this work
Services:
- 3-5 primary specializations, each with detail
- Your therapeutic approach
- What to expect
Fees & Practical Info:
- Session fees
- Insurance
- Cancellation policy
- Location/online options
First Session:
- What happens
- What to bring
- Duration and cost
- What comes next
Contact:
- Multiple contact methods
- Booking system
- Response time expectations
Blog (optional but recommended):
- Articles on common client questions
- Your insights on mental health topics
- Local resources
Budget Expectations
DIY website builders (Squarespace, Wix): £200-400/year including domain and hosting. You’ll spend 20-30 hours building it. Fine for very tight budgets, limited functionality.
Professional website: £3,000-6,000 for custom design, proper SEO, integrated booking, all content. Built in 2-3 weeks. Better long-term investment.
We’ve built several websites for healthcare professionals with the trust-building features discussed in this guide.
Ongoing: £50-100/month for maintenance, updates, and ensuring everything keeps working.
For most therapists in private practice, a professional site pays for itself if it brings you 3-5 additional clients per year. Given that most private practice clients stay for 8-12 sessions at £60-75 per session, that’s easily justified.
Final Thoughts
Your website is doing emotional work before clients ever meet you. It’s answering questions, reducing anxiety, building trust, and helping people decide if you might be the right therapist for them.
That’s a lot to ask of a website. But when it’s done well—clear credentials, warm tone, specific information, easy booking, strong privacy—it becomes a powerful tool for your practice.
I’ve seen therapists double their inquiries after launching a properly built website. Not because they suddenly became better therapists, but because their website finally communicated what clients needed to know to take that scary first step.
Your expertise is in therapy. Making your website communicate that expertise effectively—that’s what I do. If you’re ready to have a digital presence that matches the quality of your practice, let’s talk.
