A Homepage Checklist for Therapists: 5 Key Questions to Ask Yourself
Your homepage is often the first place potential clients will land, and it’s where trust, connection, and reassurance start. Whether you’re just starting your practice or giving your site a refresh, this checklist will help make sure your homepage does what it needs to—communicate your value clearly and build trust with prospective clients.
Research shows that it takes only 1/10th of a second for someone to form an impression about your website, and 94% of those first impressions are design-related [1]. For therapists, establishing credibility and trust online is essential to encouraging visitors to stay and explore. Let’s dive into the key questions your prospective clients are asking when they land on your homepage.
1. Am I in the right place right now?
When someone lands on your site, they should immediately know they’re in the right place for therapy services. We’ve all clicked on a link and thought, Oh, this isn’t what I was looking for. Don’t let your visitors have that experience.
Ask yourself:
- Does my headline clearly state what I offer?
- Is it inviting and relatable?
Instead of a generic “Welcome to My Practice,” try something specific and engaging like “Find Relief from Anxiety and Overwhelm Today” or “Helping You Navigate Life’s Challenges.” This sets the tone and reassures potential clients they’re exactly where they need to be to explore whether you’re the right therapist for them.
Remember, visual design plays a crucial role in this initial perception—visitors will form an opinion about your site—and, by extension, your practice—in just 50 milliseconds [2], so make sure your homepage is clean, structured, and visually appealing.
2. Who is this therapist or team?
Building trust starts with connection. Potential clients want to know who’s behind the service, so make sure you introduce yourself early on. No one should have to dig through several pages to figure out who you are.
Ask yourself:
- Is there a clear introduction to me (or my team) on the homepage?
- Is there a friendly bio or a professional yet approachable photo?
Including photos of real people can increase conversion rates by as much as 35% [3]. Use this as an opportunity to create a human connection—share a little about your passion for therapy and how you help people.
3. Do I trust them?
Trust is everything in therapy, and while credentials are important, you need to go beyond just listing qualifications.
Ask yourself:
- Am I showcasing the right balance of credentials and authenticity?
- Is there anything I can do to provide social proof (ethically)?
While client testimonials are prohibited by many professional regulatory bodies, including the Canadian Counselling and Psychotherapy Association (CCPA) [4], you can ask for endorsements from other professionals who know your work. Platforms like Psychology Today offer therapist-to-therapist endorsements, which can add to your credibility without crossing ethical lines.
4. Can this therapist help me?
Your potential clients want to feel seen and understood. That means describing the issues you help with in a way that resonates with them—not using therapy jargon they might not understand.
Ask yourself:
- Am I describing the issues I help with in a relatable way?
- Am I using language that resonates with my ideal clients?
Instead of saying, “I specialize in anxiety and depression,” try, “I help people who feel overwhelmed by relationships or are stuck in a cycle of constant worry.” Using language that your clients would use in their heads helps them feel understood.
5. How do I ask for help?
Once someone is ready to reach out, make sure the process is clear and easy. Don’t make them search for a way to contact you or book a session.
Ask yourself:
- Is my call to action (CTA) prominent and repeated throughout the homepage?
- Is my CTA simple and inviting?
Research shows that using first-person language in CTAs (e.g., "Start My Free Trial") can increase click-through rates by up to 90% [5]. Use direct, action-oriented CTAs like “Book a Free Consultation” or “Schedule Your First Session,” and repeat them across the homepage so clients always know where to go when they’re ready.
6. What happens next?
Transparency about the next steps can reduce anxiety and make people feel more comfortable about reaching out.
Ask yourself:
- Do I explain what happens after they contact me?
- Is there a brief outline of what to expect in the first session?
A simple explanation like, “After booking, you’ll receive a confirmation email with all the details for your first session. We’ll explore your goals and discuss how we can work together” can make a big difference in helping potential clients feel reassured.
Ready to optimize your homepage?
Whether you’re starting from scratch or giving your site a refresh, this checklist will help you create a homepage that connects with potential clients and builds trust. If you’re feeling stuck, I can help with a quick website audit to ensure your site reflects your practice in the best way possible—or even help build your homepage from the ground up. 😊
Citations:
[1] Laja, Peep. "First Impressions Matter: Make a Great One With Visual Design." Conversion XL, 30 Apr. 2019, cxl.com/blog/first-impressions-matter-the-importance-of-great-visual-design.
[2] Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression!. Behaviour & Information Technology, 25(2), 115-126.
[3] Laja, Peep. "Stock Photography vs. Real Photos: Can’t Use." CXL, 30 Apr. 2019, https://cxl.com/blog/stock-photography-vs-real-photos-cant-use/. Accessed [today's date].
[4] Fearless Practice. "Why You Can't Use Testimonials in Canadian Private Practice | Ep 58 | Fearless Practice." Fearlesspractice.ca, 24 Oct. 2024, fearlesspractice.ca/podcasts/why-you-cant-use-testimonials-in-canadian-private-practice-ep-58.
[5] Unbounce. (2024). 5 Ways Audience Research Helps You Customize Your Landing Pages. https://unbounce.com/landing-pages/5-ways-audience-research-helps-you-customize-your-landing-pages
