Your Therapy Services Page Is Probably Just a List. Here's Why That's Not Enough.
As someone who builds these pages, here's what I see working — and what's quietly costing therapists clients.
The services page is one of the most visited pages on a therapy website. It's usually where someone lands after they've read your about page and thought "okay, I like this person." They're not browsing anymore. They're trying to figure out if you can help them specifically.
And most services pages drop the ball at exactly that moment. What I usually see: a list of modalities. Maybe a short sentence or two per item. CBT. EMDR. Individual therapy. Couples counseling. Trauma. Anxiety. Depression. Check, check, check. It's not wrong. It's just not doing much. Here's what actually works.
Write for the person, not the credential.
The most common mistake on a services page is writing toward other clinicians instead of toward clients.
Your potential client (probably) does not know what EMDR stands for. They don't know the difference between CBT and DBT. They're not searching for a modality; they're searching for relief from something specific that's been making their life harder. Your job on this page is to help them recognize themselves and feel like you understand what they're carrying before they ever book a call. That means leading with the experience, not the technique. Instead of "I offer EMDR for trauma processing," try something closer to: "If you've tried to move on from something and keep finding yourself pulled back to it — in your body, in your relationships, in the way you react to things — this is the work." Then explain EMDR as the how, not the headline.
Each service deserves its own page.
If you have a general services page that lists everything in one place, that's fine as an overview. But if you want to show up in Google searches, each specialty needs its own dedicated page. "Anxiety therapy in Nashville" is a searchable term. "Therapist" is not. Google ranks specific pages for specific searches, which means a page dedicated entirely to your anxiety work will outperform a catch-all services list every time. If SEO matters to you (and it should), separate pages for each specialty are worth the extra effort.
Say who it's for.
This is the piece most services pages skip entirely, and it's one of the most useful things you can add.
You don't just offer anxiety therapy. You offer anxiety therapy to a specific kind of person — maybe high-achieving women who look fine on the outside, or first-gen college students navigating identity and pressure, or people who've been told they're "too sensitive" their whole lives. Say that.
When someone reads a services page and thinks "that's literally me," you've already done most of the work. They don't need to be convinced. They just need to know how to reach you.
Include the practical stuff.
This sounds obvious but a surprising number of services pages leave it out: tell people what working with you actually looks like.
How long are sessions? Do you offer in-person, telehealth, or both? Do you take insurance, and if so, which ones? What's your fee, and do you offer a sliding scale? What does the first session look like?
People in pain don't want to have to dig for this information or email you just to find out if you take their insurance. The more you can answer upfront, the lower the barrier to reaching out. Transparency here isn't just good UX; it filters for the right clients and saves everyone time.
Put your fee on the page.
I know this one makes a lot of therapists uncomfortable. But hiding your fee doesn't serve anyone.
A potential client who can't afford your rate is going to find out eventually — either after they've emotionally invested in the idea of working with you, or in an awkward moment during a consult. Putting it on the page lets people self-select early, which means the people who do reach out are more likely to be genuinely ready to work with you. You don't have to lead with it. But it should be findable without having to email you.
Don't forget a call to action.
Every services page should end with a clear next step. Not a vague "feel free to reach out", something specific. A button to book a free consultation. A contact form. A link to your scheduling page. Your potential client has just read through your services, decided you might be the right fit, and is working up the nerve to do something about it. Don't make them go looking for how. Put it right there.
One more thing: check your language.
Read your services page out loud. Does it sound like something a real person would say? Or does it sound like it was written for a licensing board? Clinical language has its place. Your services page isn't it. If you wouldn't say it to a client in a first session, it probably doesn't belong on the page. Warm, clear, specific — that's the goal.
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. →
