A good therapist website does two jobs at once: it helps your best fit clients feel safe enough to reach out, and it gives them clear next steps when they’re ready.
If you’ve ever wondered “Do I have enough pages?” or “What should I include without oversharing?”—this checklist is for you. Below are the essential pages most private practice therapist websites need, plus a few optional pages that can boost SEO (search engine optimization) and reduce back-and-forth emails.
Quick checklist: the must-have pages
- Home page
- About page
- Services page (or Specialty pages)
- Fees & Insurance page
- FAQ page
- Contact page
- Privacy / Policies (and any required disclaimers)
Optional Pages/Sections
- Blog/Resources
- Online therapy / Telehealth page
- Consultation / Get Started page
Home Page (your “welcome + what to do next” page)
Your home page isn’t your whole story—it’s a friendly, clear starting point. Most people tend to scan a website and often don’t go past the homepage, so it should quickly answer:
- Who you help
- What you help with
- Where/how you work (in-person, online, location)
- What someone should do next (contact, consult, schedule)
What to include
- A simple headline: For example: “Therapy for anxious high-achievers in New York”
- 2–4 issues/specialties you support (avoid a giant list)
- A short “how it works” section (3 steps is perfect)
- A clear primary call-to-action (CTA): Book a consult or Contact me
- A few trust signals: credentials, modalities, specialties, associations
- A photo that feels warm and professional (you, or your space – more about why a good photo matters)
Pro tip: The goal is not to convince everyone. It’s to help the right people (your best-fit clients) recognize themselves.
About Page (make a connection without oversharing)
Clients don’t need your life story and every training you’ve ever taken—they need to know what it’s like to be in the room (or on the video call) with you. They need to know you “get them” and can help.
What to include
- Your approach and style (warm, structured, collaborative, etc.)
- Who you’re a good fit for
- What sessions look like
- Credentials in a clean, skimmable format
- A friendly photo
Helpful prompts
- “Clients often tell me they appreciate that I…”
- “In sessions, we’ll focus on…”
- “You don’t have to have the right words to start—my job is to help you find them.”
Services page (clarity reduces anxiety)
This page helps clients self-select and reduces “Do you treat this?” emails. You can structure it as one general Services page or separate pages by specialty (great for SEO).
What to include
- The services you offer (individual, couples, teens, group, etc.)
- Areas of focus (a curated list)
- Modalities you use (brief definitions, no jargon)
- Session length and format (in-person/telehealth)
- What progress can look like (gentle, realistic language)
SEO note: If you want more organic traffic, consider separate pages like:
- Anxiety therapy in [City]
- Trauma therapy / EMDR
- Couples therapy
Each page should be genuinely informative—not just a list of keywords.
Fees & Insurance page (set expectations early)
Money uncertainty is one of the biggest reasons potential clients don’t reach out. A transparent fees page builds trust.
What to include
- Session fee(s)
- Whether you accept insurance, are out-of-network, or private pay only
- How payment works
- Superbills (if you provide them)
- Sliding scale info (if applicable)
- Cancellation policy (brief—full policy can live elsewhere too)
FAQ page
FAQs save time and help clients feel oriented. Keep answers short and calm.
Common FAQ ideas
- “How do I know if therapy is right for me?”
- “Do you offer a free consultation?”
- “What happens in the first session?”
- “How often will we meet?”
- “How long does therapy take?”
- “Do you diagnose?” (if relevant)
- “What’s your cancellation policy?”
- “Do you work with ___?” (add your niche specifics)
Pro tip: If you find yourself answering the same email twice, it belongs in your FAQ. The FAQ can also be a place to enhance your SEO. Here are a couple of examples of FAQ pages that achieve this: example one, example two
Contact page (make it easy to take the next step)
Your contact page should feel straightforward, not intimidating. Let potential clients know the best way to contact you–if you don’t like phone calls, tell clients to email you. If you prefer they call and leave a message, tell them. Choose what works best for you.
What to include
- A simple contact form (name, email/phone, a short message)
- A clear expectation: “I respond within 1–2 business days.”
- Location info (city/neighborhood or general area)
- Telehealth states (if applicable)
- A phone number only if you want calls
- Crisis disclaimer (if needed for your practice)
Design tip: Keep it minimal. One primary action, not five.
Want a website that feels like you—and helps the right clients reach out?
If your website is missing pages, feels outdated, or doesn’t reflect the quality of your work, you don’t have to piece it together alone. A therapist website can be warm, ethical, and conversion-friendly without feeling “salesy.” If you’re interested in a therapist website, reach out today.
Jennifer Breslow is a therapist and graphic designer who has been designing websites, logos and printed marketing materials for therapists since 2011. She offer tips for putting your best self forward online to attract the clients you most want to work with.
