5 Essential Elements of a Client-Attracting Therapy Website
It’s the 21st century and clients are going Google you. And while they might find you on a therapist directory or by word of mouth, they are going to follow that up by doing some research. This is why you need a website–and not just any old website, but one that actually connects with your ideal clients and helps bring them into your practice.
Your website is your chance to show your clients who you are and what it’s like to work with you, so while it doesn’t need to be “The Best Website in the History of All Websites,” let’s consider these five things that can make a big impact on whether a client chooses to contact you.
Here are 5 Essential Elements of a Client-Attracting Website:
Polished Content
Remember how in grad school, we learned that it was bad to keep dead plants in your office because clients would interpret that to mean something about how you will care for them?
Same goes for things like typos or sentences that don’t make sense. If there are a lot of errors on your site it can make potential clients feel like you aren’t careful, thoughtful, detail-oriented, etc.
We’re all human, and errors happen, but make sure you proofread your website copy. Sometimes reading it out loud can help you catch whether it’s flowing properly.
If you need some support with proofreading, I recommend getting a Grammarly account.
It’s what I use, and I’m obsessed. I installed the Chrome Extension, so it works everywhere I write (even in Squarespace!). They also have AI features to help you check your tone or give you content ideas.
2. Client-Centered Messaging
If potential clients scrolling through your website don’t get the sense that you understand their experience and that you know how to help them, you’ve lost them. No amount of awards won, high honors achieved, places you’ve been published, or fancy schools you went to can make up for that.
Another therapist with a clear message that speaks right to that potential client’s heart is the one who will get the call, not you.
3. Fresh and Contemporary Design
You got a website up, and it’s been a year (or, let’s be honest, several) since you’ve made any changes to it. If you’re in this camp, you’re not alone. We can be avoidant about going back and looking at our websites once we’ve finished them. Kind of like listening to a recording of your voice. It can be cringey for some of us. However, if you don’t occasionally update your site, it’s going to start to feel tired. As we consume content online, our eyes for things change. Styles change, and technology gets updated.
Also, little-known fact, regularly updating your site helps you rank higher with search engines! If your page is dormant, Google will notice that and send less traffic your way. So even if it’s just updating the photos or tweaking the information it’s worth it to do regular housekeeping on your site.
4. Clear and Inviting Calls-to-Action
One crucial element that many therapist websites overlook are clear and compelling calls-to-action (CTA). Your website might be beautifully designed and informative, but if potential clients don't know what to do next, you're missing out on valuable opportunities.
A strong CTA guides visitors towards taking the next step, whether it's scheduling a consultation, signing up for a newsletter, or contacting you for more information. Make sure your CTA is:
Visible: Place it prominently on your homepage and key pages throughout your site.
Clear: Use action-oriented language that tells visitors exactly what to do.
Compelling: Highlight the benefit of taking action (e.g., "Start Your Healing Journey Today").
Easy to use: Ensure the process of contacting you or booking an appointment is straightforward and user-friendly.
Remember, your website isn't just an online brochure—it's a tool to convert visitors into clients. A well-crafted CTA can significantly increase your conversion rates and help you connect with more people who need your services.
Learn more about creating effective calls to action in this post Using Calls to Action to Make Your Website More Engaging.
5. A Seamless Mobile Experience
Having a mobile-friendly website is no longer a nice-to-have—it's essential. Over 50% of people are use their smartphones to search for services, including therapy. And that number is climbing. If your website doesn't look good or function well on mobile devices, you're likely losing potential clients.
Here's why a mobile-friendly website is crucial:
User Experience. A site that's easy to navigate on mobile devices provides a better user experience, keeping visitors engaged longer.
SEO Benefits. Google prioritizes mobile-friendly websites in its search results, meaning you're more likely to be found by potential clients.
Professional Image. A mobile-responsive site shows that you're up-to-date with technology, which can be especially important for younger clients.
Accessibility. It allows potential clients to easily access your information anytime, anywhere, increasing the chances they'll reach out to you.
If you're not sure whether your site is mobile-friendly, try viewing it on different devices or use on online tool such as:
Page Speed Insights (free tool where you can run any domain)
Semrush Free Website Audit (some good insights, but they will try to get you to buy a subscription to see more)
Google Search Console (if you are connected, see the “Mobile Usability Report”)
If it's not up to par, consider updating your website (or hiring someone to do it) to ensure it looks great and functions well across all devices.
Final Thoughts
Remember, our client’s relationship with us starts well before they’ve met us in person. Our websites set a tone for that early relationship. If it’s messy, outdated, confusing, or hard to find, your clients will make meaning of that. Your website communicates who you are as a therapist and how you care for your clients.