Therapist Website Checklist: What to Include on a Private Practice Site

A therapist website should include a warm, plain-language About and approach page, the issues and clients you specialize in, clear information on fees and insurance, a simple way to book a free consultation or first session, telehealth details, and a crisis notice on every page. Behind the scenes, it needs privacy-conscious forms, HTTPS, accessible design and accurate local details so people nearby can find you.

People looking for a therapist are often anxious or reaching out for the first time, so your website's job is to make that first step easier. This checklist covers what to include, what to leave out, and the ethics and privacy points specific to mental health practices.

The checklist at a glance

1. About and approach

This is often the most-read page on a therapy site, so write it to the reader.

• A real photo of you, and of each clinician in a group practice.
• Your approach in plain words. Name the methods you use (for example CBT, EMDR or psychodynamic therapy) and explain in a sentence what a session with you feels like.
• Credentials and license details: your qualifications, license type and number, and the states or countries where you are licensed. Many licensing boards set rules on how titles and credentials are displayed, so check yours.

2. Specialties and who you see

List the concerns you work with, such as anxiety, depression, trauma or grief, and the people you see: adults, adolescents, couples, families. Give your main specialties their own pages; a page on how you work with, say, postpartum anxiety answers more questions and ranks for more specific searches than a single list.

Avoid outcome promises such as "cure your anxiety in six sessions". Professional ethics codes and advertising rules in many places restrict misleading claims about results.

3. Fees, insurance and superbills

Cost is one of the main reasons people hesitate. State it as clearly as you can:

• Session fees for each session type and length, or a range.
• Insurance: which plans you are in network with, if any, or that you are out of network.
• Superbills: if you are out of network in the US, say whether you provide a superbill that clients can submit to their insurer for possible reimbursement, and that reimbursement depends on their plan.
• Sliding scale or reduced-fee places, if you offer them, and how to ask.

In the US, the No Surprises Act generally requires providers to give uninsured and self-pay clients a Good Faith Estimate of expected costs. CMS explains that it should be given when care is scheduled at least three business days ahead, or on request. Other countries have their own consumer pricing rules, so check what applies where you practice.

4. How to book a consultation

Spell out the first step and what happens after it:

1. How to get in touch: a booking link, a short form or a phone number.
2. What happens next: for example, "I'll reply within two business days to arrange a free 15-minute call."
3. What the first session involves, including any intake forms.

Put a clear "Book a free consultation" button at the top of the homepage and on every specialty page. If you are not taking new clients, say so prominently.

5. Telehealth details

If you offer online sessions, explain:

• Where you can see clients. In most places, licensing is tied to where the client is located during the session, so list the states, provinces or countries you are licensed for.
• The platform you use and whether clients need to download anything.
• What clients need: a private space, a stable connection and headphones.
• What happens if the connection drops or an emergency arises mid-session.

6. A crisis and urgent-help notice

A therapy website is not a crisis service, and visitors may arrive in distress. Add a short notice in the footer or header of every page, and on the contact page, such as:

If you are in crisis or thinking about harming yourself, do not wait for a reply. Call your local emergency number or contact a crisis line now.

Then list the right numbers for the places you serve. In the US, the 988 Suicide & Crisis Lifeline can be reached by calling or texting 988, or by online chat. Other countries have different emergency and crisis numbers, so list the correct ones for each country or region your clients are in, and check them periodically. If you serve clients in many countries, a directory such as Find A Helpline, which lists helplines in more than 175 countries, can be a useful extra link.

7. Privacy: keep clinical details out of forms

Contact forms and ordinary email are not the place for someone's history or symptoms.

• Ask for the minimum: name, contact method, preferred times and perhaps the type of service. Add a note such as "Please don't include details about your situation here; we'll talk about that on our call."
• Use secure, purpose-built tools for intake forms, scheduling and messaging. In the US, if a vendor handles protected health information for you, HIPAA generally requires a business associate agreement.
• Understand the law that applies to you. In the US, the HIPAA Privacy and Security Rules in 45 CFR Part 164 cover covered entities and their business associates. Under the UK and EU GDPR, data concerning health is special category data that needs extra protection and an additional legal condition to process.
• Be careful with tracking. Analytics, ad pixels and embedded widgets on booking or contact pages can send visitor information to third parties. Keep them off sensitive pages unless you have confirmed they are configured appropriately.
• Publish a privacy policy that explains what the site collects and why. Our privacy policy generator gives you a starting draft with regional sections to review with your own adviser.
• Use HTTPS on every page. Check your certificate with our SSL checker.

This is general information, not legal advice. Check the requirements for your profession and location.

8. Accessibility

Your visitors include people with low vision, dyslexia and motor impairments. Follow the Web Content Accessibility Guidelines (WCAG) 2.2: text alternatives for meaningful images, a contrast ratio of at least 4.5:1 for normal text, clear headings, labeled form fields and forms that work with a keyboard. The US Department of Justice's guidance on web accessibility and the ADA explains why business websites should be accessible.

9. Local SEO

Even with telehealth, many clients search for a "therapist near me" or "couples counselor [city]".

• Google Business Profile: claim and complete it if you see clients in person, following Google's guidelines for representing your business, which cover practitioner and practice listings. Use your real name or practice name without extra keywords.
• Consistent details: your name, address and phone should match across your site, profile and therapist directories. Our NAP consistency checker highlights mismatches.
• Structured data: add LocalBusiness markup with your address, phone and hours using our local business schema generator. Our guide to local business schema explains each property.

If you run a virtual-only practice without a client-facing address, check Google's guidelines before creating a profile.

10. Testimonials and reviews: check your ethics code first

Testimonials are standard on most business websites, but therapy is different. Many professional codes limit them. For example, Standard 5.05 of the American Psychological Association's Ethical Principles of Psychologists and Code of Conduct says psychologists do not solicit testimonials from current therapy clients or others vulnerable to undue influence, and the ACA Code of Ethics (Standard C.3.b) says counselors do not solicit testimonials from current or former clients or others who may be vulnerable to undue influence.

Rules differ between professions and countries, so check with your licensing board or professional body before adding testimonials or asking for reviews. If clients leave reviews on their own, reply without confirming that the person is or was a client, or keep replies generic.

Where automation helps

Booking, reminders and intake paperwork can be automated with privacy-appropriate tools. Our therapy practices automation page explains where that fits.

Frequently asked questions

What should a therapist website include?

An About and approach page with your credentials, your specialties, fees and insurance information, a clear way to book a consultation, telehealth details if you offer them, a crisis notice on every page, a privacy policy and contact details that match your Google Business Profile.

Should therapists list their fees on their website?

Most visitors want to know, and listing fees or a range saves time for both sides. In the US, uninsured and self-pay clients are also generally entitled to a Good Faith Estimate of expected costs.

Can a therapist use a contact form on their website?

Yes, but keep it minimal and ask people not to share clinical details. Use secure, appropriate tools for intake and messaging, and make sure your form provider meets the privacy rules that apply to you.

Can therapists have testimonials on their website?

It depends on your profession and location. The APA and ACA codes both restrict soliciting testimonials from clients, and other bodies have their own rules. Check with your board or professional body first.

Which crisis numbers should a therapy website list?

List the emergency number and main crisis lines for each country or region you serve, such as 988 in the US. Check the numbers regularly and link to an international directory if you serve clients in many countries.

Sources

• 988 Suicide & Crisis Lifeline
• Find A Helpline
• Centers for Medicare & Medicaid Services: Understanding costs in advance (Good Faith Estimate)
• eCFR: 45 CFR Part 164, Security and Privacy
• ICO: What is special category data?
• American Psychological Association: Ethical Principles of Psychologists and Code of Conduct
• American Counseling Association: 2014 ACA Code of Ethics (PDF)
• W3C: Web Content Accessibility Guidelines (WCAG) 2.2
• U.S. Department of Justice: Guidance on Web Accessibility and the ADA
• Google Business Profile Help: Guidelines for representing your business on Google