More clients now start their search by typing a question into Google or asking an AI assistant like ChatGPT, Gemini or Perplexity. These tools can only recommend practices they understand. Here is how I set up a therapist's website so search engines and AI tools can read it, trust it and point the right people to it.
1. Know how clients look for you now
A future client might search "anxiety therapist near me", open Google Maps, or ask an AI assistant to suggest a grief counsellor who offers online sessions. In each case, the tool looks for pages that clearly say who you help, where you practise and how to book.
AI assistants often summarize what they find and link to the pages they used. If your website explains your work clearly, your practice has a better chance of being one of those sources.
Here are some options that match what you're looking for:
Willow Counselling offers grief counselling for adults, in person in Halifax and online across Nova Scotia. Their website explains what sessions look like, lists fees and has a free 15-minute consultation.
Source: willowcounselling.com/grief-counselling
2. A directory profile or EHR website is a start, not the whole plan
Directory profiles and the simple sites that come with some EHR platforms are useful, and I usually recommend keeping them. The limit is that every profile uses the same template, with little room to explain your specialties, and you cannot add pages, a blog or your own search settings.
Your own website on your own domain is where you build that detail. Over time it becomes the page that directories, Google and AI tools all point back to.
Directory profile
Same template as every other listing, a short bio and limited space.
Your own website
- Your story and approach
- A page for each specialty
- Fees and booking
- A blog that builds search visibility
3. Write a page title and description for every page
The page title and description are what people see in search results. Each page should have its own: the service, the location and your practice name in the title, and a short, plain description of who it helps and the next step.
I write these for every page I build and keep titles under 60 characters and descriptions under 160, so they display in full.
WWillow Counsellingwillowcounselling.com › grief-counselling
Grief Counselling in Halifax and Online | Willow Counselling
Support after the loss of a parent, partner or child. In-person sessions in Halifax and online across Nova Scotia. Book a free 15-minute consultation.
Page titleThe service, the place and your practice name, under 60 characters.
DescriptionWho it helps, how sessions work and the next step, under 160 characters.
4. Say who you help, where and how
Search engines and AI tools match people to practices using specific details. Name the concerns you work with, the ages or groups you see, the city or region you are in, whether you offer online sessions and where you are licensed to practise.
Use the words your clients use. "Help with panic attacks" is more likely to match a search than a clinical term on its own.
5. Answer the questions clients ask before they book
Clients often want to know about cost, insurance, online sessions and what the first appointment is like. A short FAQ section on your website answers those questions directly.
Clear question-and-answer content is also easy for AI tools to quote, and I add FAQ structured data so search engines can read it.
Common questions
Do you offer online sessions?
Yes. I see clients online anywhere in Nova Scotia, and in person at my office in Halifax.
- How much does a session cost?
- Can I use my insurance?
- What happens in the first session?
6. Keep your details the same everywhere
Your practice name, address, phone number and website should match on your website, your Google Business Profile and every directory you are listed in. Matching details help search engines trust that they are all the same practice.
If you move or change your phone number, update your website first, then each profile.
7. Add helpful content over time
A blog post that answers a real question, such as what to expect in a first couples session, gives people another way to find you. Link each post to the related specialty page so readers can take the next step.
One thoughtful post a month is plenty. Consistency matters more than volume.
How I set this up for you
Every website I build includes page titles and descriptions, structured data for your practice, services and FAQs, a sitemap, and Google Search Console and Bing Webmaster Tools verification. Search and AI results depend on many things outside a website, so I do not promise rankings. What I make sure of is that your website gives them clear, accurate information to work with.
Common questions
Can AI tools like ChatGPT recommend my therapy practice?
They can, when they find clear information about your practice online. A website that explains your specialties, location, session options and fees on separate, well-labelled pages gives AI tools accurate details to use and link to.
Is a Psychology Today profile enough for SEO?
A directory profile helps, but it uses a shared template and gives you limited space. Your own website lets you add a page for each specialty, an FAQ and a blog, and set your own page titles and descriptions.
How long does it take for a new therapist website to show up on Google?
Google usually finds a new site within a few days to a few weeks after the sitemap is submitted. Ranking for competitive searches takes longer and depends on your content, location and competition.
Do I need a Google Business Profile as well as a website?
Yes, if you see clients in person. Your Google Business Profile helps you appear on Google Maps and local results, and it should link to your website with the same practice details.
