A Content Guide for Counselling Practice Websites

If you’re putting together a website for your new therapy practice, or if you are undertaking a significant overhaul of an existing one, you’ve got your work cut out for you! It can be overwhelming and time-consuming to gather all the information you need. Here is a concise guide to help you do this effectively.

Guiding Principles

Keep your focus on your audience.

Before you start compiling information, stop and ask yourself this question:
“What do potential clients want to know?”

Many businesses and professionals start with the question, “What should we say about ourselves?” While this might seem like a logical approach, it often leads to content that’s more focused on the practice than on the client.

The problem with "What should we say?" is that it’s an internally focused question. There’s no end to what could be included, and the website can quickly fill up with overly detailed information that will matter more to archaeologists from the 24th century than to your clients.

Instead, "What do potential clients want to know?" shifts the focus outward, putting you in a position to craft content that addresses the real concerns of people looking for help. This approach also provides a way through the maze of opinions about what “should” be on the website, helping you create meaningful, client-centered content.

It’s easy to go down rabbit holes or get sidetracked by what you think might impress others in the field. But by centering your website’s content around the questions clients are likely to have, you’ll be doing your practice and your visitors a favor.

To stay on track, give yourself tangible reminders to keep your focus on your audience. The advice you received during your training about meeting clients where they are applies here too:

Write your guiding question on a sticky note and keep it in front of you so that every time you look up from your work, you’ll remember what you’re actually supposed to be working toward.

If you have a small team helping with the website, consider hanging your guiding question on the wall as a visual cue to keep everyone aligned on your audience-focused approach.

Keep it concise, welcoming, and easy to read.

Attention spans are short on the web, and most people quickly scan a page rather than reading deeply. Your goal with a therapy practice website is to help potential clients feel supported and understood right away — to invite connection. To achieve this, keep your tone friendly and personal. Use first-person language when appropriate. “I’m here to support you through this journey” is much more inviting than “The therapy practice provides services for mental health concerns.”

Identify Questions

Now that you’re committed to asking, “What do potential clients want to know?”, how do you figure out what their questions are?

Ask your admin (if you have one)

Your admin likely hears from potential clients regularly, fielding phone calls and emails with similar questions. Ask, “What kinds of things do people ask about when they contact us?” You’ll likely get a ready list of the most common (and perhaps even the most pressing) questions that come up.

Listen carefully to new clients during initial consultations

When you meet with someone for the first time, pay attention to the things they ask about or express concern over. What matters to them? What information made them feel more at ease, and what wasn’t as clear? Where did they feel uncertain or hesitant?

Ask some open questions on social media

If you still feel in the dark about what potential clients need to know or wish they knew, you could turn to social media for insights. Ask questions like, “What’s something you wish you had known before starting therapy?” Even lighthearted or offhand comments might reveal a common concern worth addressing.

Make a List!

Jot down the things you learn. This list of questions and concerns will allow you to address what matters most to your audience. Most people who consider therapy visit the website before reaching out, so if you make it easy for them to find the answers they need, you’ll be helping to lower the barriers and ease any anxiety they may feel about starting therapy.

In your research, you might encounter questions such as:

• How do I know if therapy is right for me?
• What types of therapy do you offer?
• Do you offer online sessions?
• How much do sessions cost, and do you accept insurance?
• Is what I share in therapy confidential?
• What can I expect in a first session?
• Do you have experience working with ______ (e.g., anxiety, trauma, relationship issues)?
• How do I book an appointment?
• What are your office hours?
• Is the practice accessible for people with disabilities?

Content Plan

Written Content

If you’ve successfully turned your team (or yourself) into “client advocate” warriors, then you’re ready to start creating content. While this is by no means exhaustive, here are some core sections your website should include:

Home Page

• Welcoming message that introduces who you are, and directly addresses potential clients’ concerns.
• Quick access to book a consultation or view your services.
• A statement of reassurance — a friendly image with a brief introductory paragraph, or even a short video greeting.

Services

• A clear overview of the therapy approaches you offer.
• FAQs covering things like session length, fees, and therapeutic approaches.

About Me/Our Team

• Profiles that introduce you and any other therapists in the practice.
• A brief bio sharing why you’re passionate about helping others and what clients can expect from working with you.

Blog or Resources

• Articles addressing common mental health concerns or practical tips for self-care.
• Information on the therapy process and what to expect.

Contact Page

• Address, phone number, and an easy-to-use contact form.
• Directions to the office and information on accessibility.
• Links to your social media profiles.

Images

Choose pictures that are welcoming and relatable. People-pictures are more engaging than empty office shots. It’s worth investing a session with a professional photographer to capture photos that convey the warmth and comfort you want your clients to experience.

People are drawn to pictures with people in them. For example, if someone sees a picture of you displaying compassion in the midst of an in-depth conversation, they will be able to visualize themselves in that scene. The picture will help them ‘feel’ the comfort or safe space you offer.

Video

As a counsellor or therapist, you are essentially selling “yourself” to your clients. You might consider creating an introductory video of yourself welcoming your visitors to your website. Or you could use your website’s text content as a script and ‘tell’ your visitors in video form about the ways you work with people. Videos allow your potential clients to experience your personality, and can allow them to get to know you a little bit before they decide to book a session.

Aim for "Good Enough", not for "Perfect"

Remember, your website doesn’t need to be perfect from day one. It’s an evolving tool that you can improve over time.

To continue championing a client-focused approach, publish a thoughtful first version, and then:

• Monitor website analytics to see what sorts of searches are leading people to your website, and which content is most accessed.
• Create content to answer new questions that arise and fine-tune existing content based on what people are searching for.
• Share your pages on social media whenever you add new or revised content that addresses important client concerns.
• Set aside time periodically to ensure your website stays up-to-date.

Overwhelmed? It’s Okay If You Are.

This guide is meant to show you how to make your website more valuable to your audience over time. A well-run website that provides thoughtful answers to common concerns will help potential clients feel more comfortable reaching out for help.

If you have a lot of content work ahead — or if you’re feeling a bit lost — please send me a note. I’m here to support you in making your practice accessible to the people who need your help.