Writing your own website copy is often the part that stalls a website for months. You know your work well, but it is hard to know what to put on each page and how much to say. This is the structure I use when I write copy with therapists, page by page.
1. Plan the pages first
Most therapist websites need a home page, an about page, one page for each specialty, a fees and insurance page, an FAQ and a contact or booking page. A blog can come later.
Deciding the pages first makes the writing easier, because each page has one job.
About
Specialties
Anxiety
Grief
Trauma
Fees & insurance
FAQ
Contact & booking
2. Home page: speak to your client first
Open with what your ideal client is feeling or hoping for, then say briefly how you help and where you see clients. Add one clear button, such as booking a free consultation.
Further down, give a short introduction to you, links to your specialties and a reminder of the next step.
Feeling anxious, stretched thin or stuck in the same patterns?
You don't have to figure it out alone. I help adults with anxiety and burnout feel calmer and more like themselves again, in person in Halifax or online.
3. About page: help them feel they know you
Share why you do this work, how you work with clients and what it is like to sit in a session with you. Include your credentials, training and the languages you offer, but keep them in their own short section.
A friendly, recent photo matters here. Clients want to see who they will be talking to.
Hi, I'm Sarah.
I became a counsellor after watching my family go through a hard loss with very little support. Today I help adults find their footing after grief, burnout and big changes.
4. Specialty pages: use the same five parts
Each specialty page follows the same structure: a headline that names the experience, a few lines describing it in your client's words, how you help, what sessions look like and one clear next step.
Using the same structure on every specialty page keeps your website consistent and makes new pages quicker to write.
5. Fees and insurance: be clear and direct
List your session types, lengths and fees, and explain how payment works: direct billing, superbills, sliding scale spots or out-of-network benefits. If you are private pay, say so plainly and explain how clients can check their coverage.
Clear fees save you time on calls with people who are not a fit, and they help the right clients book with confidence.
Session fees
- Individual therapy, 50 min$160
- Couples therapy, 80 min$220
- Free consultation, 15 min$0
Superbills provided for out-of-network claims
Check your insurance benefits
Your name
Insurance provider
6. FAQ: answer what people wonder before they reach out
Collect the questions you hear on consultation calls: online sessions, insurance, cancellations, how many sessions people usually need and what the first appointment is like. Answer each one in two or three sentences.
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?
7. Contact page: explain what happens next
Tell visitors what to expect after they reach out: how quickly you reply, what the free consultation covers and how booking works. Keep the form short and ask only for business details, with a note not to include health information.
Grief counselling
Book a free consultationSend me a message
Name
What would you like help with?
SendHow I help with the writing
You do not need to start from a blank page. I write your website copy from a conversation about your practice and the information you share, using this structure. You review every page and approve your services, credentials, fees and wording before anything goes live.
Common questions
How long should a therapist website home page be?
Long enough to explain who you help, how you work and the next step. Most home pages work well with five to seven short sections, each linking to a page with more detail.
Should I write my therapist website in first person?
For a solo practice, yes. Writing as "I" feels personal and matches the one-to-one nature of therapy. Group practices often write as "we" on shared pages and in first person on each clinician's profile.
What should a therapy specialty page include?
A headline that names the experience, a short description in your client's words, how you help, what sessions look like and one clear next step, such as booking a free consultation.
Can someone write my therapist website copy for me?
Yes. I write therapist website copy from a conversation about your practice. You review and approve every page, so the final wording sounds like you and is accurate.
