What Pages Do I Need on My Private Practice Website?

One of the most common questions I get from new private practice therapists and coaches is, “What pages does my website really need?”

Deciding what pages your website needs as a private practice therapist or coach comes down to two things:

1. How long you've been in practice

2. What your goals are

Let's start with my recommendations based on the age of your practice:

For early practice owners (0-3 years)

For early practice owners (in the 0-3 year range), I recommend a simple one-page website.

Your one-page website, or landing page, should include four main things:

1. Who you help or what you kind of specialize in

2. The services that you provide

3. A bio section to introduce who you are

4. A call-to-action (how to book with you)

You can include all of this on one single page, as we've done on our mini-sites built on Squarespace. As your practice grows, you can add more pages, but a streamlined single-page website will help you really quickly establish yourself as a professional business without needing to write content for a full-time website yet.

For established solo or group practice owners

For established practice owners, whether you're a solo practice owner or a group practice owner, I recommend four main page types:

1. Homepage

On the first (top) section of your homepage, you should describe:

1. Who you work with

2. What you do

3. Where you work

I also recommend including a friendly headshot, ideally above the fold, or in the first few sections. The higher up on the homepage you can include a headshot, the better, because it humanizes your website and introduces you to your visitors.

Your homepage should also include:

1. An intro to your services and/or specialties

2. A simple call to action that leads to your contact page / booking platform

2. About page

Next, I recommend having an About page.

Contrary to popular belief, your About page is not a resumé. Instead, it should tell your story or the story behind your business and explain why you do what you do. Include a bit of your journey to becoming a therapist or your practice's journey.

Your credentials and education goes on this page, but this information should be isolated to one section of the page. The rest should be focused on introducing people to you and your practice.

At the bottom of your About page, include a call to action describing how people can get started with your services.

3. Service pages (with FAQs)

Next, include a page for each service you provide.

On each Service page, include the following:

1. What the service is

2. Who the service is for

3. How it works (from initial contact to completion of service)

4. Service-related FAQs

5. A call-to-action (how to book with you)

Throughout the page, focus on empathizing with your client's current experience. What's bringing them to therapy? What are they hoping to get out of it? What are they experiencing on a daily basis? Empathize with that experience. Then, explain how this service can help get them where they're trying to go.

I recommend including FAQs directly on each service page. I see a lot of therapists creating a separate, dedicated FAQ page, but I prefer keeping service-related FAQs directly on your Service pages so that people don't have to click off to a different page to get their questions answered.

4. Contact page

Perhaps the most important page is your Contact page. This is where visitors learn how to book that first session.

A few common booking options are:

1. Listing your phone number or email

2. Using a contact form that gets sent to your HIPAA-secure email

3. Embedding a HIPAA-compliant online scheduler

   • We like Breely and SimplePractice

Deciding which booking method is best for you comes down to personal preference and your audience. Think about what would be easiest for your clients, and choose the option that works best for your practice.

Lastly, I like to include a couple of sentences describing exactly what happens after folks contact you. If people know what to expect after reaching out, they’ll be more likely to take that initial step.

5. Website policies

Next, I recommend having website policy pages. Business websites should have the following legal policy pages (linked in the footer):

1. Disclaimers

2. Privacy Policy

3. Terms of Use

Contact an attorney to draft your website policies, or use a tool like Termageddon, which generates website policies based on your location. We use and love Termageddon because our policies auto-update as laws change, which is a huge time-saver.

Pro Tip: Use code HOLDSPACE at signup for 10% off your first year. Learn more about Termageddon here →

You can also include other policy pages on your website, like a Good Faith Notice and a cookie policy, but at minimum, I recommend a disclaimer page, a privacy policy page, and a terms of use page.

6. Blog (optional)

If you like to share resources and psychoeducation, I recommend adding a blog to your website.

Sharing resources in this way, and including your unique point of view, is going to help potential clients and current clients learn from you outside the therapy room. Plus, it's going to help boost your search rankings and establish you as an expert in your specialties.

7. Specialty pages (optional)

If your existing Service pages don’t delve deeply enough into your specialties or modalities, adding a dedicated page for each specialty area is a good option.

A word of caution: don't go overboard here. Having too many specialty pages could overwhelm website visitors and make it look like you don’t really specialize in anything.

Focus on your main specialty areas that distinguish you and your practice from other similar therapists.

Once you've decided what specialty pages you want to include, include the following content:

1. The name of the specialty

2. Who it's for

3. How it works

4. Case studies (without identifying information)

5. Why you specialize in it

6. A call-to-action

My page recommendations based on specific goals:

Now, there are certain cases where I recommend pages based on specific goals, rather than the age of your practice.

If you offer groups, workshops, or trainings:

If you run workshops or events, I recommend adding an Events page to your website. Call it whatever makes sense for your practice, but on this page, include an event scheduler so that visitors can purchase tickets to the events right on your website.

If you use Squarespace, a really great ticketing solution is Eventually Ticketing. This is an events-based e-commerce platform, similar to Eventbrite, but it's built specifically for Squarespace.

If you sell physical or digital products:

If you sell products, whether physical or digital (like a course) through your private practice, I'd recommend adding a Sales Page, which is a page that will sell your product for you.

A sales page should be focused on one product or product category, and it should:

1. Clearly name the product

2. Outline the problem that the product helps solve

3. Describe what's included with purchase

4. Include testimonials and/or case studies

5. Include a “buy now” or “add to cart” button

6. Include FAQs

If you need help creating a Sales Page, our Sales Page Templates can help →

If you have a side-hustle:

As a third example, I've seen a lot of therapists create side offerings that don't necessarily fit into their private practice website (things like coaching services or mental health trainings). In this case, I recommend a one-page website or landing page because it's going to give you a simple, streamlined website separate from your private practice website, without distracting visitors with your private practice information.

Our mini-sites will work really well for these types of side offerings. Learn more about Hold Space Creative mini sites here →

To recap:

Early practice owners:

Stick with a one-page website with the following sections:

1. Who you help

2. What services you provide

3. Who you are

4. How to book

Established practice owners:

Create a website with the following pages:

1. Home page

2. About page

3. Service page(s)

4. Contact page

5. Blog page (optional)

6. Specialties pages (optional)

Running workshops/events:

Add an Events page.

Selling products/courses:

Add a Sales page.

Offering services/products as a side-hustle:

Create a landing page (with its own URL) separate from your private practice website.

Need some help getting started?

To get started with a website that already has all the pages you need, shop our Squarespace templates here →

Our mini sites are perfect for new practice owners in that 0-3 year stage, while our full site templates come with all the pages you need as an established private practice owner.

With a Hold Space Creative template, you don't have to waste time wondering if your design is set up to attract the right clients. We've spent years perfecting the art of strategic design, so you don't have to.

Just add your content, pictures, and a contact method, and hit publish! You'll have a professional website with all the necessary pages in just a matter of days, rather than spending months and months building from scratch or generating from endless AI prompts.

FAQs:

• What should go on a therapy website Homepage?

  Your homepage, you should describe who you work with, what you do, and where you work.

  I also recommend including a friendly headshot, ideally above the fold.

  Your homepage should also include an intro to your services and/or specialties, and a simple call to action that leads to your contact page / booking platform

• Do I need specialty pages?

  That depends. If your Service pages provide an in-depth look at how you work and your specialty areas, Specialty pages may not be necessary.

  However, if you want to highlight certain modalities or populations that you work with, Specialty pages can be a great option.

  I don’t recommend adding more than five Specialty pages (especially for solo practice owners). Creating a long list of Specialties can make it look like you don’t specialize in anything, so try to focus in on your top specialty areas when creating these pages.

• Do you need a page on insurance/payments?

  I don’t recommend isolating insurance/payment information to one page. Instead, add a “general FAQ” section to your Contact page (near where people book their first session), and include an item outlining your payment and insurance policies.

  If you’d like to make this information easy to access, consider linking to your General FAQ section in your website footer.

• Should FAQs be on its own page, or sprinkled throughout?

  I don’t recommend isolating FAQs to their own page. Instead, include service-related FAQs on your Service pages, and General FAQs on your contact page. This way, website visitors can get their questions answered right when they have them, rather than clicking away to a new page to find their answers.

  If you’d like to make FAQs easy to access, consider linking to your General FAQ section in your website header or footer.

• Should I add meta descriptions to my pages?

  Yes! I always recommend adding page descriptions (or “meta descriptions”) so that search engines and screen readers can summarize your page content.

  Keep in mind: sections and pages are different things. On a one-page website, you’ll add a single meta description for your single-page website. On a multi-page website, you’ll add a meta description for each page.

• Do I need to add more pages to my mini site to get better SEO?

  A one-page website can still build great SEO. Ranking in search results has more to do with the quality of your website’s content (rather than quantity). As long as your website’s content is focused on the real people you want to help, you’ll build SEO.

  If you need more peace of mind, each of our Mini Sites comes with our SEO Checklist, which will ensure your website is set up to get found in relevant searches.

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