How to Write a Therapist FAQ Page (And Why You Need One)
It's one of the most overlooked pages on a therapy website. It also does more for you than almost any other page you'll build.
Most therapists build a website and think in this order: homepage, about, services, contact. The FAQ page gets tacked on at the end, if it gets built at all.
That's a mistake. The FAQ page isn't filler. Done right, it's doing two jobs at once: answering the questions a potential client is too nervous to ask out loud, and quietly working in your favor with search engines. Skip it, and you're leaving both of those on the table.
What actually belongs on your FAQ page
Every therapy website needs a set of standard questions answered clearly, no matter your specialty or your clientele. At a baseline, that's:
Do you accept insurance?
How long does therapy last?
Who do you work with?
Do you offer in-person, telehealth, or both?
Those four or five questions show up on nearly every site I build, because they're the questions almost every potential client has before they'll pick up the phone.
Past that baseline, you'll want two or three questions specific to your actual clientele. A therapist working with perinatal clients needs different specifics than one working with teens, or couples, or first responders. The standard questions build trust. The specific ones tell someone "this person actually gets my situation."
The mistake almost everyone makes here
If there's one thing I see over and over, it's over-explaining.
Most therapists and behavioral health professionals are verbal processors by nature. That's a strength in the therapy room. On an FAQ page, it works against you.
An FAQ page needs to be meat and potatoes. Someone is scanning it, not settling in to read a paragraph. They want the answer, not the full context around the answer. The more you explain, the more likely they are to skim past the actual information they came for.
Say it plainly. Say it once. Move to the next question.
Why this page matters more than people think
An FAQ page is doing double duty.
It's a trust-building tool, because it answers the quiet, practical questions someone has before they're ready to reach out. And it's an SEO tool, because when you answer questions in plain, natural language, the keywords that matter fall into place on their own. You don't have to force SEO phrasing into your site's voice. You just have to answer the question the way a real person would ask it.
That's the difference between a page that reads like it was written for Google and one that reads like it was written for the person actually looking for help.
The bottom line
Your FAQ page isn't a formality. It's one of the most efficient pages on your site: low effort to build well, high return on the trust and clarity it builds with the exact person you're trying to reach. If you don't have one yet, that's the first thing worth fixing.
If you're building out your services page and not sure what else it should include: Your Therapy Services Page Is Probably Just a List. Here's Why That's Not Enough. And if you want to make sure the right people are finding your site in the first place: Why Your Therapist Website Isn't Showing Up on Google.
Ashley Rhoden is a former corporate marketing leader turned strategist and website designer who works with therapists and private practice owners ready to stop being invisible online. She's also a grad student in a counseling program — not a therapist, not pre-licensed, just someone who understands this world from both the marketing side and the inside of a counseling program, and brings both to every website she builds.
Work with her to build a website that’s as unique as your sessions are. →
