Stop Writing Therapy Websites That Sound Like Everyone Else

Most therapy websites sound the same.

Everyone is safe, empathetic, collaborative.
None of that tells your client what it actually feels like to work with you.

If you want your website to land, you have to start somewhere different.

And stay within your governing body’s ethical marketing guidelines, of course.

1. Start with the client’s unsaid truth
   This is the line they’ve never spoken. The thought that hits them when the house is quiet or when they finally stop moving.
   It’s the moment they realize they can’t keep pushing through on their own.

2. Show the crack between the public version and the real one
   Your clients hold two lives at once.
   The one the world sees, and the one they’re privately trying to manage.
   Name that split. That’s where they feel recognized.

3. Anchor the niche with lived details
   Get specific.
   The mental load that starts before their feet hit the floor.
   The resentment they don’t want to admit.
   The identity shift they can’t name.
   Concrete builds trust. Vague slides right past people.

4. Talk about the process
   Not transformation arcs. Not promises.
   Just what therapy offers in real time: a place to slow down, breathe, and sort through what’s heavy or tangled.
   Keep it grounded in the session itself, not the end result.

5. Describe how you actually work
   Skip the buzzwords. Show the behaviour.
   You adjust the pace to where their nervous system is.
   You notice the moments when their voice drops or they look away.
   You pause when things feel too sharp.
   Some sessions are messy or quiet. Those still count.

6. Close with a simple invitation
   Give them a clear next step.
   Nothing poetic.
   Nothing aspirational.
   Just the path to a free consultation or booking their first session.

7. Add online booking
   People don’t want to email back and forth or guess at your availability.
   Make booking immediate. One click. No friction.
   Let them choose a time when the courage is there.

8. Be transparent with pricing
   Don’t hide your rates.
   Don’t make people dig for them.
   Clarity lowers anxiety and builds trust before they even meet you.
   List your fees, session length, supervision details, and insurance notes in plain language.

   When your website reflects the reality your clients live, they stop skimming and start recognising themselves.
   That recognition is what creates connection.
   And connection is what brings them through the door.