Quick Answer
A good therapist website does three things: establishes credibility before you meet, pre-qualifies clients who are a good fit, and reduces friction in the intake process. It needs HIPAA-compliant forms, clear specialty pages that speak to specific concerns, copy written in your voice (not template language), and a booking widget visible on every page. Your website matters more than your Psychology Today profile because clients visit it before they call.
Why your website matters more than your Psychology Today profile
Your website is your digital waiting room. Before a potential client ever calls your office, they have already formed an impression of your practice based on what they see online.
Most potential clients search directories first, but they visit your website before booking. They are looking for reassurance that you understand their specific situation, that your approach resonates with them, and that your practice feels like a safe space.
Your Psychology Today profile has constraints. Limited formatting, identical structure to every other therapist, no control over the surrounding content. Your website is entirely yours.
A strong therapist website does three things:
Establishes credibility before you ever meet
Clients are choosing someone to be vulnerable with. Your website is the first place they decide whether you feel trustworthy. A polished, specific site builds confidence before the first call.
Pre-qualifies clients who are a good fit
When your site clearly describes who you work with and how, the people who reach out are already a good match. That means fewer misaligned consultations and higher conversion to ongoing clients.
Reduces friction in the intake process
An embedded booking widget, clear fees page, and FAQ section answer questions before clients ask them. Each unanswered question is a reason not to book.
When a client arrives at your site, they should feel like they have found the right person. That feeling comes from intentional design choices, not templates or afterthoughts.
DIY vs professional: choosing the right path
This is the first decision most clinicians face. Both paths can work. The right choice depends on your budget, timeline, and how much you enjoy (or dread) technology.
DIY website builders
$150-500
per year
20-40
hours setup
Best for
tech-comfortable
Platforms to consider:
Squarespace. Clean templates, easy drag-and-drop, good for aesthetics.
Wix. More flexible customization, steeper learning curve.
WordPress.com. Most powerful if you are willing to learn it.
The trade-off: you save money but spend significant time. You are also limited by your own design skills. Most clinicians did not go to grad school for web design.
Professional therapist website design
$2,000-8,000
custom design
5-10
hours of your input
Best for
time-conscious
What to look for in a designer:
Experience with therapist or healthcare websites specifically
Understanding of HIPAA requirements for forms and booking
Portfolio showing work you genuinely like
Clear process with defined deliverables
Copywriting included (most therapists struggle more with copy than design)
The trade-off: higher upfront cost, but faster launch and typically better results. A specialist who understands therapy practices will know what converts, what is compliant, and what language resonates with clients.
The hybrid approach
Some therapists start with DIY to get online quickly, then invest in professional design once their practice is established. This works. Just plan for the eventual redesign rather than treating the DIY version as permanent.
Bottom line: If building a website sounds like a weekend project you would enjoy, DIY can work well. If it sounds like a source of dread, hire someone. Your energy is better spent seeing clients.
HIPAA compliance for therapist websites
HIPAA compliance is not optional. But the requirements are often misunderstood or overcomplicated by vendors trying to upsell services. Here is what actually matters for your website.
Contact forms
Any form that collects protected health information (PHI) must be secure. This includes contact forms where clients describe their concerns, intake forms, and appointment request forms.
Requirements:
SSL encryption (your URL should show "https")
A HIPAA-compliant form provider OR a Business Associate Agreement (BAA) with your form processor
Data stored on HIPAA-compliant servers
Form providers that offer BAAs: JotForm (HIPAA plan), Google Forms (with Workspace BAA), Hushmail, SimplePractice forms.
What does not require HIPAA compliance: A basic "name and email" newsletter signup, because that alone is not PHI.
Booking widgets
If your booking widget collects health information (reason for visit, insurance details), it falls under HIPAA. Compliant options include SimplePractice scheduling, Jane App booking, TherapyNotes client portal, and Acuity Scheduling (with BAA).
What to verify: ask your booking provider directly. "Do you sign a BAA, and is client data stored on HIPAA-compliant servers?"
Website hosting
Your hosting provider does not need to be HIPAA-compliant if you are not storing PHI on your website. Most therapy websites store contact form submissions with the form provider, not on the website host itself.
However, if you are storing client files, intake documents, or session notes through your website (unusual but possible), you need HIPAA-compliant hosting.
Email communication
This one trips up many clinicians. If someone contacts you through your website form and you reply via regular email, that reply may contain PHI.
Options:
Use a HIPAA-compliant email service (Hushmail, Paubox, Google Workspace with BAA)
Keep email content general and move clinical discussions to a secure client portal
Include a consent acknowledgment for standard email in your intake paperwork
The practical HIPAA checklist
SSL certificate installed (https://)
Contact forms use a provider with a signed BAA
Booking widget provider has signed a BAA
Email provider is compliant OR intake includes email consent
Privacy policy page explains data handling
No client PHI stored on website hosting servers
Third-party analytics configured to avoid collecting PHI
Website copy that converts visitors into clients
Design gets attention. Copy creates connection.
The words on your therapist website do heavy lifting: they communicate your approach, build trust, and move visitors toward booking. Most therapy websites fail here. Not because the writing is bad, but because it sounds like every other therapist.
Before and after: homepage copy
Generic (what most sites say)
"I provide a warm, supportive environment where clients can explore their thoughts and feelings. I use an integrative approach drawing on CBT, psychodynamic therapy, and mindfulness-based interventions. I believe everyone deserves a space to heal."
Specific (what converts)
"You are exhausted from managing everyone else's emotions while ignoring your own. You have tried the apps, the self-help books, the advice from well-meaning friends. What you have not tried is working with someone who specializes in helping high-achieving women stop performing and start feeling. That is what I do."
The difference: the second version speaks directly to a specific person's experience. It names their struggle before offering a solution.
The copy formula for therapist websites
Validate the struggle
Start with what they are experiencing, not what you offer. Visitors need to feel seen before they care about your credentials.
Establish credibility (briefly)
Your qualifications matter, but they are not the headline. A sentence or two confirming you are licensed and experienced is enough for most pages.
Explain your approach in plain language
Skip the theoretical frameworks. Explain what working with you actually feels like. "We will identify the patterns keeping you stuck and build practical strategies you can use between sessions."
Name the transformation
Be specific: "Clients I work with often describe feeling less reactive with their partners and more confident setting boundaries at work."
Remove friction
End every page with a clear next step. Not "Contact me to learn more" (that is vague). Instead: "Schedule a free 15-minute consultation to see if we are a good fit."
Specialization pages
If you specialize in specific concerns (anxiety, trauma, relationship issues), give each its own page. This is not just good for SEO. It lets you speak directly to what that person is experiencing.
A visitor searching "therapist for postpartum anxiety" should land on a page that says "postpartum anxiety" in the headline and addresses their specific fears. Not a generic services page.
The rule of specificity: The more specific your copy is about who you help and what they are experiencing, the more likely the right clients will reach out. Generic copy attracts nobody. Specific copy attracts exactly the people you want to work with.
Free: Therapy Website Audit Checklist
The 20-point checklist we use to evaluate therapy websites. Covers HIPAA compliance, copy, SEO, mobile design, and conversion elements.
Free download. No spam. Unsubscribe anytime.
Booking integration: SimplePractice, Jane App, and Acuity
Your booking system is where design meets function. A seamless integration reduces no-shows and makes your practice look professional.
SimplePractice integration
SimplePractice offers an embeddable booking widget that works on most website platforms.
In SimplePractice, go to Settings > Online Booking > Widget
Copy the embed code
Paste into your website HTML (usually in a custom code block or widget area)
Design note: the widget styling is limited. It will not perfectly match your site. Consider linking to your SimplePractice booking page instead of embedding if the visual mismatch bothers you. Test on mobile. Some embedded widgets behave poorly on smaller screens.
Jane App integration
Jane offers more styling flexibility than SimplePractice. In Jane, go to Settings, then Online Booking, customize colors and fields, and choose embed code or direct link. Best practice: use Jane's "Schedule" page link rather than embedding on multiple pages. One consistent booking experience reduces confusion.
Acuity Scheduling
Acuity (now part of Squarespace) integrates well if you are already on Squarespace. It is also HIPAA-compliant with the right plan. For other platforms, Acuity provides embed codes and works well across Wix, WordPress, and custom sites.
Regardless of platform
Make booking visible on every page
Your scheduling link should appear in your navigation, on your homepage, and at the bottom of every page.
Minimize required form fields
Only ask what is necessary to schedule. Save detailed intake for after they have committed.
Send confirmation immediately
Automated confirmation emails should be warm, not robotic. They are the first communication after someone reaches out.
Test on mobile
Over 60% of therapy searches happen on phones. If your booking widget breaks on mobile, you are losing clients who were ready to book.
SEO and AI search: how to get found when directories dominate
Psychology Today, GoodTherapy, and other directories dominate search results for terms like "therapist near me." Outranking them for broad terms is nearly impossible. But you can rank for specific, local, long-tail searches. And those often convert better anyway.
Local SEO fundamentals
Google Business Profile
Non-negotiable. Claim your listing, complete every field, add photos of your office, and respond to reviews.
NAP consistency
Your Name, Address, and Phone number should appear identically across your website, Google Business Profile, and every directory listing. Inconsistencies confuse search engines.
Location pages
If you serve multiple areas, create a page for each. "Anxiety Therapist in [City Name]" can rank where "Anxiety Therapist" alone cannot.
Keywords that work for therapists
Instead of competing for "therapist," target searches that include specifics:
| Pattern | Example | Why it works |
|---|---|---|
| Specialty + location | "EMDR therapist Austin TX" | High intent, low competition |
| Insurance + location | "Therapist that takes Aetna Chicago" | Ready to book |
| Specific concern | "Therapist for anger issues Portland" | Specific need, less competition |
| Population + location | "Teen therapist Denver" | Niche audience, higher conversion |
These longer phrases have less search volume but higher intent. Someone searching "couples therapist who works with infidelity Houston" is ready to book.
Content that ranks
Directory sites have authority. You have expertise. Write what only you can write, based on your specialty, your location, and your clinical experience.
Answer specific questions your clients ask ("How long does EMDR take to work?")
Address local concerns ("Managing seasonal depression in Seattle")
Explain your approach in depth ("What to expect in your first session with me")
Do not write generic articles like "5 Signs You Need Therapy." Those topics are dominated by large sites.
Technical SEO basics
Page titles: Include your primary keyword and location ("Trauma Therapist Portland | [Your Name], LCSW")
Meta descriptions: Write summaries that encourage clicks
Header tags: Use H2s and H3s to structure content logically
Mobile-friendly: Over 60% of therapy searches happen on phones
Page speed: Compress images and choose fast hosting
AI search optimization
Clients are increasingly asking ChatGPT, Perplexity, and other AI tools for therapist recommendations. Getting recommended by AI search means:
Having clear, structured content that AI can parse
Including specific details about your specialties, location, and approach
Being mentioned across multiple authoritative sources
Having a technically sound website that AI crawlers can read
AI search optimization is a new frontier. Most therapists are not thinking about it yet, which means early movers have a real advantage. A well-structured website with FAQ sections and dedicated specialty pages puts you ahead of the majority of your local competitors. For a deeper dive, see our full SEO guide for therapists.
Essential pages every therapist website needs
You do not need dozens of pages. You need the right pages, done well.
Homepage
First impression and navigation hub
Include a clear statement of who you help and how, your photo (professional but approachable), navigation to key pages, and a call to action. This is the page that sets the tone for everything else.
About page
Build connection and trust
Your story, why you became a therapist, credentials (briefly), and personal touches that help clients relate to you. Common mistake: making this page a resume. Clients want to know who you are, not just what degrees you hold.
Services / specialties pages
One per specialty for SEO and conversion
One page per specialty. Include validation of what they are experiencing, your approach to this issue, and what progress looks like. These pages are your best SEO opportunity. Each specialty page should speak directly to that specific concern.
Fees / insurance page
Pre-qualify and reduce FAQ emails
Your session rate, insurance panels, out-of-network and superbill information, sliding scale availability. Transparency helps: clients who arrive knowing your fees are more likely to book. Hiding pricing creates friction.
Contact / booking page
Convert visitors to consultations
Embedded scheduling widget or clear booking link, contact form, phone number and email, office address with map. Make the path from "interested" to "booked" as short as possible.
FAQ page
Address hesitations before they become objections
What to expect in a first session, how long therapy typically takes, cancellation policy, telehealth information. This page is also excellent for SEO and AI search optimization.
Privacy policy
Legal compliance and trust
How you collect and use visitor data, HIPAA-related disclosures, cookie policy. Legally required in most jurisdictions and builds trust with privacy-conscious clients.
Choosing the best website platform for therapists
Reddit threads on "best website builder for therapists" are full of conflicting advice. Here is a clearer breakdown.
| Platform | Best for | Pros | Cons | Cost |
|---|---|---|---|---|
| Squarespace | Beautiful design without coding | Elegant templates, easy editing, built-in SEO, good mobile | Limited customization, forms need third-party for HIPAA | $16-49/mo |
| WordPress.org | Full control, long-term SEO | Unlimited customization, thousands of plugins, you own everything | Steeper learning curve, requires hosting, plugin management | $50-200/yr hosting |
| Wix | Flexibility with drag-and-drop | Very flexible design, app market, CRM in higher plans | Can feel slower, harder to migrate away, SEO historically weaker | $16-45/mo |
| Therapy-specific | Getting online quickly | HIPAA built in, therapy-focused templates, less decision-making | Less design flexibility, can look like other therapists | $50-100/mo |
Therapy-specific platforms include TherapySites and Brighter Vision.
Our take on therapy-specific platforms: They work well for getting online quickly. They are limiting if you want a distinctive brand presence that stands out from every other therapist using the same template. If brand differentiation matters to you, WordPress or Squarespace offer more flexibility.
Common therapist website design mistakes
Writing for colleagues instead of clients
"I utilize an integrative, attachment-informed approach with psychodynamic underpinnings." Your clients do not speak this language. Write like you would talk to someone in a consultation.
No clear call to action
Every page should tell visitors what to do next. "Book a consultation" is clear. "Reach out anytime" is vague.
Hiding behind stock photos
Generic images of sunsets and therapy couches do not build trust. Use real photos of yourself and your office. Authenticity converts.
Neglecting mobile
More than half your visitors are on phones. If your site is hard to navigate on mobile, you are losing clients.
Outdated design
A site that looks like it was built in 2015 signals that your practice might be outdated too. Design trends in healthcare have shifted toward clean, minimal aesthetics. If your site feels cluttered, it is time for a refresh.
Slow load times
If your site takes more than 3 seconds to load, visitors leave. Compress images, choose fast hosting, and remove unnecessary plugins.
No privacy policy
Legally required in most places and builds trust with privacy-conscious clients. It takes 30 minutes to set up with a template.
Frequently asked questions
How much does a therapist website cost?
+
DIY with Squarespace or Wix costs $150 to $500 per year. Professional design ranges from $2,000 to $8,000 for custom work or $500 to $2,000 for template customization. Therapy-specific platforms like Brighter Vision charge $50 to $100 per month. The right choice depends on your budget, timeline, and how distinctive you want your brand to be.
Does my therapy website need to be HIPAA compliant?
+
Parts of it do. Any form collecting protected health information needs encryption and a HIPAA-compliant provider with a signed BAA. Your hosting does not need HIPAA compliance if you are not storing PHI directly. SSL encryption, compliant contact forms, and a privacy policy page cover most requirements.
What is the best website builder for therapists?
+
Squarespace works well for clean design without coding. WordPress offers the most flexibility and long-term SEO value. Therapy-specific platforms like Brighter Vision get you online quickly but limit design flexibility. The best choice depends on your technical comfort level and how much you want your site to stand out.
What pages does a therapist website need?
+
At minimum: homepage, about page, services/specialties pages (one per specialty), fees/insurance page, contact/booking page, FAQ page, and privacy policy. Each specialty page should speak directly to that specific concern. More pages with specific content performs better for both Google and AI search.
How do I get my therapy website to rank on Google?
+
Focus on local SEO: claim your Google Business Profile, ensure NAP consistency across all listings, create location-specific pages, and target long-tail keywords like "EMDR therapist Austin TX" rather than broad terms. Write content that answers specific questions your clients ask. Directories dominate broad searches, but you can rank for specific local queries.
Should I use SimplePractice or Jane App for booking?
+
Both work well. SimplePractice integrates easily but has limited styling options. Jane App offers more visual customization. Acuity Scheduling works well on Squarespace. Whatever you choose, make booking visible on every page and minimize required form fields.
What makes therapy website copy convert?
+
Start by validating the visitor's struggle, not listing your credentials. Speak to a specific person's experience. Explain your approach in plain language, not theoretical frameworks. Name the transformation clients experience. End every page with a clear next step. "Schedule a free 15-minute consultation" converts better than "Contact me to learn more."
DIY or hire a professional for my therapy website?
+
DIY works if you enjoy technology and have 20 to 40 hours to invest. Hire a professional if building a website sounds like a source of dread. A specialist who understands therapy practices will know what converts, what is compliant, and what language resonates with clients. Your energy is better spent seeing clients.
Related guides
Guide
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Guide
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