Creating an Effective Therapist Website: A Complete Template Guide
In recent years online search has become crucial for finding a mental health provider. The vast majority of clients begin their research online, accounting for over 80%. That means that your online presence is more important than ever.
And building a strong presence online begins with your website. Creating your therapy website will likely be the first serious marketing project for your practice. Initially, it may take the bulk of your resources for planning and producing a high quality site. Many will likely outsource this project to specialists, but some of us who are less intimidated by the tech, will build a website on our own.
Whatever route you choose, it's important to arm yourself with the understanding of what makes a good therapy website. To help you, I created this template guide that will help you design the best user experience for your future clients and website visitors.
The importance of a well-designed therapist website template
Since this this guide is written specifically to help you create a blueprint for your website, I'll start with why. Why should you spend time on creating a template? After all, you can build using the thousands of templates available on WordPress, Wix or Squarespace.
The reason for creating YOUR OWN template, is to make this project easy for you and whoever will design your site. By having a template, you'll be able to plan out the most important features of your site, write content and urge your visitors to book an appointment with you.
Without a template, your website project may by stalled by the lack of clarity on your part and miscommunication between you and your designer. In short, a thought out website template for your therapy site will help you stay focused and create a website that serves as your primary marketing tool online.
Understanding your target audience
Website building is an exciting project. It also makes it very enticing to jump "all-in" into the design and building process. But before you do that, it's important to spend the time to think about your brand and the type of client you would like to attract. After all, the internet is a vast playing filed with millions and millions of people searching for therapy services. It's worth asking yourself: Who do I want to attract?
↳ If you don't have a defined niche and and "Ideal Client" for your practice yet, use this free worksheet to help you figure it out.
Understanding who your target audience is will help you tailor your website content, design, and messaging to resonate with your ideal clients. By understanding your target audience, you can create a website that speaks directly to their needs and concerns, building trust and establishing a strong connection from the moment they land on your page.
This personalized approach not only enhances the user experience but also increases the likelihood of potential clients reaching out to schedule an appointment.
Choosing the right color scheme and typography
After a decade-long career as an Art Director, I can attest that color and typography can significantly impact your messaging and brand. Although you may want to leave these decisions to the website designer you'll be hiring, it will be important for you to understand why these choices are being made.
While you may personally favor a specific color scheme or a font, it may not prove to be the best choice for your industry, brand, and target market. By carefully curating your color scheme and typography, you can establish a strong visual identity that resonates with your target audience and reflects the core values of your therapy practice.
It's important to remember that design elements need to support your message and business goal and not be the dominant part. By choosing your colors and typography, you need to consider how they can improve the user experience, making it easy to read and navigate your site.
Choose clean, easy-to-read fonts that convey professionalism and approachability. Avoid using too many different font styles, as this can create a cluttered and disjointed appearance. Instead, focus on pairing a primary font for headings and subheadings with a complementary font for body text, ensuring a cohesive and visually appealing design.
Creating a user-friendly website navigation
Imagine someone landing on your website for the first time. Who is this person? How did this person get there?
Maybe it's someone who's ready to book an appointment with you ASAP or maybe it's someone who's doing their research or looking for information. Whatever their motivations are, it's your job to make their experience on your website as positive as possible.
Consider how you will direct people to take action on your website and how you will help them find the information they're looking for. Creating a template that considers every possibility of your future client's journey will help you keep them on your site longer and develop trust in your services.
To help you with this process, I created a template of a standard therapist's website Homepage. As yo can see below, I strategically outline every important section of your homepage that will help you create the best experience for your visitor.
There are a few main elements that you need to incorporate into your Homepage:
Main Navigation Menu - this is a menu of the most important pages on your website. Typically, it should include no more than 5-6 links to help your visitors find the information quickly.
Hero Image - this is the main real estate of your homepage. It's the main focus of your page and is necessary to quickly communicate the main message of your site and include a button that urges visitors to take action.
Call To Action (CTA) Button - a button that urges people to take the action your want them to take like "schedule a consultation" or "book your appointment".
Wellcome Message - this important element lets people see the therapist or practice that they are considering. A welcome message is there to build trust and lead the visitor to find out more about you.
Showcasing your credentials and expertise
In an industry that values education, accreditation, and professional expertise, it's tempting to lead your message with showcasing yours. Many therapists have a menu of their experience and accolades right on the hero image of their homepage. And while it may sound like a good way to build trust in your services, your homepage is not the right area to showcase your credentials.
To educate people about your background, you can build an "About" or "Our Team" page for your website. This page is ideal for diving deep into your professional experience. Not everyone will find necessary to read about it and that's ok, but those who want to do a more thorough research will.
On this page, you cam include a professional headshot or a high quality image of you and your team, a short bio, and important information that showcases you as an expert in your filed. Additionally, you can add the links to your Psychology Today and LinkedIn profiles for those who want to learn more.
You can also link to published articles and case studies or media appearances you've made. These elements can serve as social proof, reinforcing your reputation as a trusted and effective mental health provider.
Using compelling visuals and imagery
Besides colors and fonts, the images and other visual elements (graphics and video) can significantly enhance your website's usability and effectiveness. Carefully selected images and graphics can help to convey the warmth and empathy, and most importantly help you build a trusted brand.
That's why choosing your images is not an afterthought exercise to fill in empty spaces on your site, but a crucial part of your strategy. When choosing your images, decide what you would like your website to represent and opt for high quality photographs or graphics that communicate your message.
In addition to photographs, consider incorporating other visual elements, like icons, or infographics, to help break up the text and improve the overall aesthetic of your website. These visual aids can be used to highlight key information, explain complex concepts, or simply add a touch of visual interest to your pages.
If you don't know how to gather visual elements for your site or if you simply don't have time to do that, you can buy a website template that has all these elements already incorporated in it.
Implementing a strong call-to-action
If you want to build an effective website, it's not enough to make it beautiful, informative, and easy to navigate. To be effective, your website needs to help you attract clients and book appointments. For that you need buttons. Specifically, Call To Action buttons, like in my diagram above.
And while it may seem that one button should be enough, it's not Your CTA buttons should be prominently displayed and easily accessible throughout your website, encouraging visitors to take a specific action, such as scheduling an appointment, downloading a free resource and signing up to your email list.
To help you decide which areas on your site should include a CTA button, put yourself into your visitor's shoes and think about they way they'd use your website. Place your buttons next to the Main Menu, on top of the Hero Image, and next to your service descriptions.
Take a look below at how my friends at Beacon Media + Marketing designed the website for HopeWay, a Christian Counseling website. By implementing a strong, user-friendly CTA, they effectively guide potential clients through the conversion process and increase the likelihood of them taking the desired action.
Incorporating testimonials and client success stories
Unfortunately, soliciting testimonials is still frowned upon in the mental health space, yet they are powerful tools for building trust and credibility on your therapist website. If you want to collect testimonials in a non-intrusive way, offer a place where people can submit them anonymously, from the comfort of their homes.
Important! When collecting testimonials, be sure to obtain explicit permission from your clients and maintain their anonymity if they prefer. You can do that with an online form or a questionnaire that allows for highlighting the specific challenges they faced, the solutions you provided, and the tangible results they achieved through your therapeutic approach. This level of detail can help potential clients better envision the benefits of working with you.
Strategically placing these testimonials and success stories throughout your website: your homepage, service pages, or a dedicated "Testimonials" section, can strengthen your credibility and shed light on the positive impact you have on the lives of your clients.
Optimizing your website for mobile devices
Although website optimization is a bit of a separate topic, it's worth mentioning it in this guide. When designing your website template, it's important to take into consideration the way it will look on mobile devices as well.
Right now, most searches are performed on phones and tablets and having a website that looks good on all devices is an important part of retaining people on your site. A responsive and mobile-friendly design not only helps with the user experience but also shows your commitment to providing accessible and convenient services.
When optimizing your website for mobile, consider these factors:
Responsive layout: Your website's design and content adapt seamlessly to different screen sizes, providing an intuitive and visually appealing experience on both desktop and mobile devices.
Simplified navigation: Easy for mobile users to navigate your website by streamlining the menu structure and ensuring that key information and CTAs are easily accessible.
Fast loading times: Optimize your website's images, videos, for quick loading times, as slow-loading pages can significantly impact the user experience on mobile devices.
Click-to-call functionality: Incorporate a "click-to-call" feature that allows mobile users to easily contact your practice with a simple tap on their screen.
Conclusion and next steps for designing your therapist website
As you've learned from this guide on creating a therapy website template, designing your site is not as simple as posting an online resume. It's a thought through process aimed at creating a good user experience, building trust and attracting clients.
By following the steps outlined in this article, you'l be able to cut the time you spend putting together your website content and communicating with your designer. What's more, you'll be able to improve your chances of success in attracting clients and building your caseload.
