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Your private practice website is an essential tool to help potential clients find you, trust you and see you as a credible professional.
But how do you create a website that resonates, so they book that first consultation?
In 2025, clients don’t want just any therapist. They want someone they can relate to and trust. Someone who deeply understands their particular struggles and has the expertise and background to help.
If you’re in a competitive niche or location, or want more aligned, private-pay clients, your website will need to answer their unspoken question: “Is this the therapist for me?”
But first, why trust me? Over the last 6 years, I've helped therapists launch their brands and websites and attract right-fit clients. My clients consistently report back that their websites are "sealing the deal"...below you'll find out why, and how yours can, too.
Before you start choosing a color palette or writing your About page, you need to be clear within yourself about who you’re talking to, their challenges, and how you help solve their problem.
AKA, your niche.
A common mistake therapists make is trying to appeal to and be for everyone. But that leads to generic-feeling websites and watered-down messaging, which ends up resonating with no one. And it leaves your ideal clients wondering if you’re the right person to help.
Conversely, when you focus on solving a certain problem, you’ll become known for it.
You’ll end up working with more clients in that niche. You’ll get referrals from happy past clients, other therapists, and complementary providers who trust you to solve that specific problem.
On top of that, your social media and website content will support and reinforce your niche focus and expertise. And search engines will be more likely to reward you for it by surfacing your website in search results.
It will be easier for the right clients to find you because you’re seen as an authority in that space.
Imagine the power of coming up in a search around a specific topic or experience. It builds another level of trust with your potential client that you can truly help them.
Especially if someone’s paying out of pocket, clients can choose from a wide pool of therapists.Â
Wouldn’t they want to work with a therapist who specializes in solving their specific problem and intimately understands their circumstances?
I love therapists for this—you care and you want to help.
Plus, having boundaries around who you work with can be uncomfortable and scary. You might feel like you’re limiting yourself and turning away paying clients.
But the truth is, certain clients are a better fit for you.Â
And you’re probably not the best fit for certain other clients.
Focusing your practice doesn’t mean shutting people out. It doesn’t mean you can’t ever work with folks outside your niche. You can.
But it does mean you are intentionally inviting in the people you feel most called to support, who you can best help, and who are a good fit for you and your practice.
Often, with a little reflection, my clients realize they’re already drawn to a specific population or struggle, and designing a practice around that feels not only aligned but more easeful.
Your niche is more than just who you work with. It’s not simply “adults in New York.”
It’s also more than your specialties or favorite modalities. It’s not simply “IFS therapy for adults in New York who have anxiety.”
Your niche is the problem you solve for a specific group of people having a similar experience.
If you tend to work with anxious adults, is there a common thread among your clients?Â
Perhaps they are also:
So your niche might be “ambitious professionals who look like they have it all together—but inside, they’re exhausted from chasing perfection and want to finally feel good enough.”
Here’s a real example from my client Dr. Sumi Raghavan, PhD’s website. She says she works with:Â
It’s easy to imagine how professionals experiencing workplace stress—especially journalists and BIPOC clients—would feel seen and in the right place when they land on her website. She clearly communicates who she supports and the challenges she helps them navigate.
When helping a client choose their niche, one approach I love is the Japanese concept of ikigai, or “reason for being.” It’s important to feel a sense of purpose and connection to your work, especially when it gets hard.Â
When applied to your therapy practice, it’s about finding the overlap between:
Some questions to prompt you:
Niche Clarity Exercise:
Write down 3 client problems you’re passionate about solving. Describe each as a specific, real-life struggle, not a diagnosis or modality. For example:
✅ “Men who want deeper relationships but struggle to feel and express emotion”
✅ “New moms who feel like they’ve lost a part of their identity”
❌ “Anxious women”
❌ “Somatic Therapy”
Once you know your niche, it’s time to communicate it clearly on your website, so your ideal client understands and books that first consultation.
Show you understand the ins and outs of their situation. Start by naming the concrete experiences they might be having.
Why are they here? What made them pick up the phone and finally reach out?Â
Maybe they’re waking up at 3 a.m. with racing thoughts about work, leaving them exhausted and foggy the next day, and worried their job is at risk.
Maybe the constant fighting with their spouse has left them feeling trapped, hopeless, and full of despair.
Note how it’s not just “anxiety” or “depression.” Instead, you’re painting a vivid picture of what that actually feels like in their daily life, so they know you truly get it.
Here’s an example from my client Reintjes Counseling, a group practice that specializes in serving military families, including military spouses:
On their Therapy for Military Spouses page, they demonstrate a deep understanding of military spouse life by naming specific experiences, such as “making important family decisions by yourself” and “juggling it all through frequent moves, without the emotional or social support…”
Action steps:
Here are a few prompts for writing empathetic website copy:
Of course, always protect patient confidentiality and never use identifiable details in your marketing.
In laypeople’s terms, how do you work with your clients to solve their specific problem?
In this example below, my client, Rene Gonzalez, LMHC of Felt Sense Psychotherapy, writes that working with an accepting therapist and learning self-compassion may help his clients to heal shame and have a better relationship with their inner critic.
He also notes that he can help his clients “feel more in control” of their “intense and seemingly uncontrollable reactions” by learning body-based approaches, which they would work on in session.
As you know, it can be difficult for clients to reach out. Help them take the next step by reminding them what could be on the other side of working with you.
What can they look forward to (without giving promises you can’t keep)?
Think beyond “helping you get to a better place” and get more specific.Â
In the below example, Rene acknowledges that it can be “hard” to trust people again after being hurt, but working with him may help his clients heal and trust again.
What do your clients most want to experience?
As a therapist, you know how to do this well!
Let them know that you care, that healing is possible, and that they can finally experience what they’re most longing to experience (and be sure to name what that is for your ideal client).Â
I’m willing to bet your clients haven’t cracked open the DSM. This may even be their first time in therapy. So they might not know what “somatic” or “trauma-informed” means.
New words or concepts make our brains work harder. Let’s make it super easy for your clients to reach out by using everyday words.
Don’t be afraid to write how you speak. Use your true authentic voice. After all, they’re trying to get a feel for you. Sometimes using simple words is the best way to make a connection.
When you’re talking about who you help and the problem you solve, use the words your ideal clients would use to describe their situation.
For example:
Use the language they would use to describe what they’re going through, so they feel seen and understood.
Keep in mind that they may not know their diagnosis. For example, if your ideal client has PTSD but isn’t aware of it yet, they’re probably not searching for a “PTSD specialist.”
Instead, they might be looking for support with the symptoms like trouble sleeping, feeling on edge, or difficulty concentrating.
What is your ideal client thinking, feeling, experiencing, wanting, and needing now?
Most readers on the web are at a 7th to 8th-grade reading level. Some readers have reading disabilities or cognitive impairments, or English may be their second language.
Even if your clients are highly educated with advanced degrees, consider that they may not read at their grade level, or may not want to read at their grade level, as it takes more energy and focus.
Make it easy for potential clients to get the information they need quickly by keeping the language simple and uncomplicated. Trying to impress clients with research-paper level writing will likely have the opposite effect.
You have about 15 seconds or less to capture your ideal client’s attention before they are likely to leave. Present the most important information upfront, in an easy-to-digest manner.
The reality is, your clients are shopping around. They are looking for someone who FEELS right to them. Someone they can vibe with. Someone they want to tell their most intimate secrets to.
So why should your ideal client choose you vs. others who do similar work?
Give them enough information to help them understand “why you.”.
The best therapist websites manage to communicate through the screen, helping the person on the other end feel an authentic presence—a real person—speaking directly to them.
And the only way to do that is to really tap into your passion about your work, wisdom of experience, and care for the person on the other end.
Your experience and personality is one-of-a-kind, so let it shine through in your writing and images.
What experiences have you had that are relevant to your ideal client’s situation (without overdisclosing)?
Focusing on how you're different helps you stand out and shine to your ideal clients, rather than looking like just another therapist they have no connection to.
For example, my client Rene Gonzalez, LMHC, writes:
“Drawing on my own experiences as a Queer Mexican-American, I offer a safe, supportive space where you can explore your complex identity…Growing up bicultural, I often faced the challenge of balancing the expectations of my community, which expected me to be equally Mexican and American. Being gay in this environment added another layer of complexity, and instead of allowing others to define me, I embarked on my own journey of self-discovery to understand who I truly am and what matters most to me. My experience as a Queer person has given me a deep, firsthand understanding of what it’s like to feel marginalized. As a Queer Mexican-American navigating the world, I’ve gained valuable insight into the struggles and resilience of other marginalized communities.”
My client Fatima Noorani, MD writes:Â
“I’m a first generation immigrant to the US from India. The move was not easy, but after my own work in therapy I have come to realize how much that experience has led to my growth.
“I’m familiar with immigration challenges, acculturation, and finding your unique identity by integrating different cultures, belief systems, and values.
“Through my journey of self-discovery, growth, and healing, I have leaned heavily on relationships with friends and family as well as my spiritual connection, and found it to be an incredible resource.
“While relational or spiritual coping may not be tools that work for you, I will work with you to identify your strengths and values and support you in your unique journey to find your perspective.”
Can you imagine how valuable these lived experiences might be for a potential client having a similar experience?
Reintjes Counseling serves military families and government professionals who tend to move a lot, which usually means having to start over with a new therapist.
Because they are licensed in 38+ US states, they can “continue to provide judgment-free, confidential counseling if you move or travel for work.”
In addition, they mention, “All of our counselors are in military and government families, and understand the unique stressors, traumas, and complexities of military and government life.”
Can you see how these two selling points help them stand out from other therapy groups?
If you have a unique approach that would be a selling point to your ideal client and would help you stand out, share it!
Anything you share about yourself on your website should ultimately serve your potential clients. If it helps them feel more seen, more at ease, or more confident that you’re the right therapist for them, then it’s worth including.
If your background or experience is relevant to what they’re going through, share it. But always come back to this question: What does my ideal client need to know in order to feel ready to reach out?
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Quick exercise:Â
In a sentence or two, jot down things about your personality or personal and professional experience that would make you stand out and shine in the eyes of your ideal client.
So you have your niche, and you’re clear on how you want to stand out. You’ve got the connection piece.
Now make it easy for potential clients to find the information they need so they can make a decision.Â
When you’re just starting out, you likely only need a few key pages to get started:
Having service specialty pages is good for search engine optimization (SEO) and coming up for a relevant online search—it allows you to go deeper into each topic, which tells Google and other search engines what that page is about.
Trust signals are elements on your website that can help clients feel safer reaching out. Use the ones below to quickly build trust and credibility with prospective clients.
The design of your site says so much. And visitors respond emotionally, not logically.
"Nearly half" of website visitors judge the credibility of a website by its design alone, according to the Stanford University Web Credibility Project.
Having a well-designed, easy-to-navigate website builds trust from the get-go. It communicates that you take your business seriously enough to have invested time, energy and money in your website, and that you’re a legitimate business.
It also shows that you’re thinking about your ideal client and tailoring it to them.
Here are a few tips for designing your website so your ideal clients stick around.
Your colors, fonts, and images should align with what your ideal client expects—and what someone in need of support will find reassuring.
Ever heard the term “color psychology”? Colors make people feel, so you want to use them intentionally.
While calming colors are usually a good choice, more vibrant hues might be a better fit in certain situations, such as if you work with kids or artists.
That said, use bold colors sparingly, so the site doesn’t feel jarring (try them on button backgrounds!). In most cases, you’ll want to avoid bright red, stark white, or stark black.
Fonts, like colors, can be a vibe.
“Serif” fonts have little “feet” or strokes at the end, which give them a more formal, traditional, and warm feel. “Sans-serif” fonts don’t have those flourishes, so they feel a bit more modern and potentially cold, but they can work if they’re balanced out with warm colors or images.
There’s no one-size-fits-all rule here. What you choose should feel like it fits your brand, and looks like something your ideal client would want to see.
Pro tip: Avoid using overly decorative or handwritten fonts, which can be difficult to read. Search “free font pairings” in your search engine for ideas!
Images have the power to foster connection and communicate to your clients: this is a safe space for you to be you.
Do:Â
Don’t:Â
As always, keep your ideal client in mind. It’s less about what you like and more about what they need to see to trust you and want to work with you.
As an example of how fonts, colors, and images work together, below are a few screenshots of my client Florrie Barron, LCSW’s website.Â
Florrie works with millennials and Gen Z clients who are navigating life, career, identity, and relationships, helping them to rewrite narratives and find “self-acceptance, confidence, and self-compassion.”
To match her down-to-earth, non-judgmental, approachable, relatable vibe, we chose:Â
When your potential clients are looking for help, they’re working fast to find something they resonate with. They’re scanning, and they may only spend seconds on your website.
So if they have trouble reading the information because the font is hard to read, or the colors feel stressful, it’s not a great first impression, and also, they may just leave the website entirely.
Help your ideal client stay:
Pro tip: Use a pre-built website template that’s already designed and laid out for you, like this therapist website template that I created. It’ll save you a lot of time and headaches. And if you’re not tech- or design-savvy, and this all sounds overwhelming, consider hiring a designer.
Your website doesn’t have to be complicated or fancy. Just thoughtful.
If you keep your ideal client in mind as you design and speak to their needs and desires in a digestible way, you’ll be on your way to working with more right-fit clients, growing your business, and doing the purposeful work that lights you up.
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This blog post is provided for informational purposes only and is not intended as legal, business, medical, or insurance advice. Laws relating to health insurance and coverage are complex, and their application can vary widely depending on individual circumstances and state laws. Similarly, decisions regarding mental health care should be made with the guidance of qualified health care providers. We strongly recommend consulting with a qualified attorney or legal advisor, insurance representative, and/or medical professional to discuss your specific situation and how the laws apply to you or your situation.
