How to Write Therapy Service Pages That Don't Sound Like a Diagnosis Checklist
Most service pages fail for the same reason: they're all logistics, no warmth. Session length, insurance, format, listed out with nothing to soften it. It reads clear. It also reads like a wall.
The real problem
It's not that clarity is bad. It's that too much logistics, too early, starts to feel like a barrier instead of an invitation. There's a fine line between giving people the information they need quickly and making the page feel like a boundary that didn't need to be there. That balance comes with practice.
The rewrite, structurally
Start by laying out your actual session types: individual, couples, family, group, occasionally friendship therapy. Then, instead of leading with logistics, walk through what to expect for each one. First, we'll do this. Then, we'll move into that. No surprises.
Logistics come in after, and briefly. How much a session costs, roughly how long it takes. That's about it. Anything more detailed, especially around insurance, gets pushed to your FAQ page instead.
Talking too much about fees or insurance on the service page tends to create new questions that wouldn't have existed otherwise.
What actually gets cut
Insurance, almost every time. It gets trimmed down to four or five words at most. Good faith estimate details, gone. Anything overexplained gets cut and moved to the FAQ page, where someone can find it if they're actually looking for it.
Curious what actually belongs on that FAQ page you're redirecting people to? Read How to Write a Therapist FAQ Page, and Why You Need One.
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. →
