5 elements of the best therapist websites

1. A professional headshot 

Your website photos, especially your headshot, are one of the most effective ways to showcase your personality to a potential client. Kovach recommends taking professional headshots if you can to ensure the best quality possible. Dress and pose in a way that actually represents you, not what you think a therapist should look like in a picture. For example, if you tend to dress casually for sessions, do the same for your photos, so people can get a feel for what it’s like to meet with you. “Adding a video to your website can also go a long way in communicating your personality to visitors,” she says. 

Read some tips for taking headshots — even with an iPhone.

2. Personalized content

As a therapist, you’re clinically trained, but jargon can be difficult for everyday readers to digest. Kovach recommends writing your web copy in a professional-but-warm voice, with the same empathy you’d express working face-to-face with a client. “You may be publishing to the public, but you don’t want to write like you’re talking to the entire world,” she says. “Try to connect with one person when you’re writing instead.” You can do that by identifying your ideal client before getting to work on your copy (a process that will also help you build your caseload). Try to incorporate keywords your ideal client might Google, such as specific mental health conditions or symptoms you treat. 

3. A biography that explains your “why”

An “about me” page should include a biography that clearly communicates your background, education, and specialty — but Kovach emphasizes this section isn’t just about listing your credentials. “I really advocate for therapists to share their stories in whatever way they’re comfortable with,” she says. “If you have a niche, try to share a connection point that explains why you’re doing the work you do. People care about your mission if they’re choosing to invest in working with you.”

Read more about best practices for your website bio.

4. Easy-to-navigate design

A slick-looking website can be appealing to visitors, but you should also make sure yours is simple to navigate. “Therapy-seekers are likely visiting your page from a place of overwhelm, so you want to make it as easy as possible for them,” says Kovach. For example, write copy short chunks rather than long bursts, breaking up sections with headers. When possible, use bullet points for lists to make it easy for people to scan your page and learn more about why working with you could be a good fit. 

5. A clear call to action

Whether you want people to book directly online or email you with questions, be sure to include a call to action on your website. “Whatever your call to action is, make sure it’s super clear on the site, like a button in the right hand corner that says ‘book here,’” says Kovach. Making it easy to reach out lowers the barrier to people to schedule with you, which ultimately means you’ll have the opportunity to help more people.