Websites are for Everyone!
Once you’re licensed, it is vital to have a website. I’d even go so far as to say that it can be professional suicide NOT to have a website. I’ve personally noticed that when I refer a client to another professional, the client is far less interested if that professional does not have a site. So even if you’re only seeing a few private clients in the evening, and even if your site is just bare bones, it is necessary to have one! Websites not only provide a source of information about you and your practice, they can add to your credibility, generate leads, showcase your brand, and save you time by handling customer service inquiries and by allowing clients to book appointments directly.
To begin, identify and purchase a few available domain names. It can be useful to have several domain names, such as domains based on your name (AmyKeller. com, DrAmyKeller.com, AmyKellerMFT.com and so on). Alternatively, you might consider a domain name that isn’t merely your name, but is engaging or memorable and expresses your business, like empoweredlife.com, happyfamilytherapy.com, etc. It can also be good to grab domains that are easy misspellings of your name or domain name so you can redirect traffic from all these sites to your primary website.
In my book, GetReal, GetGOING: The Definitive Roadmap to Starting the Private Practice of Your Dreams, we recommend defining your strengths, clarifying your niche, and pinpointing your audience before starting your website. Knowing these things beforehand will enable you to plan web content that will flow smoothly and help you achieve your goals.
You can hire a professional web designer or explore several of the sites that offer drag-and-drop templates for easy, do-it-yourself websites. A template suitable for a therapist’s practice usually includes a Home page, About Me page, Contact Me page, FAQs, and a few others that describe your services. It can be helpful to look to other websites for language and visual organization techniques that inspire you. Here are a few tips to make your website look professional:
Headshots: Ideally, have photographs taken by a professional photographer, but even if it’s just a friend with a good phone camera, set up a dedicated shoot with some good lighting, intentionally choose professional clothing and makeup (a professional stylist for hair and make-up can also be worth it to help showcase your professional best.) Definitely don’t just crop a photo that was taken at a social occasion. Smile or at least appear warm in your photo. You wouldn’t want to see a therapist who scowled or looked stern and unapproachable.
Photography: When selecting header and accent photos for your website, it’s important to pay attention to image copyrights. Search through some of the paid stock image sites (Shutterstock, Getty Images) for professionally shot images or even try your hand at using some of your original photography.
Copywriting: Keep your writing clear and hit your points quickly but don’t be afraid to have fun and show a little personality. The tone and content of your website should be positive and upbeat with a focus on the benefits of your service. Speak directly to your readers, using “you” and “your”. If you aren’t confident in your writing skills, seek professional help with your copywriting and web content. I suggest working with someone who has experience in your field.
FAQs: A Frequently-Asked-Questions page is a great place to define some of your practice’s policies and procedures. Using the Q&A format, you can let potential clients know whether your practice can accommodate couples or children, what a typical first appointment is like, whether or not you accept insurance, or if you offer telehealth or walk-and-talk therapy—the possibilities really are endless!
Contact Info: Clients can’t use your services if they can’t find you! Include an email sign-up form in the footer of every page and have a separate contact page that contains an interactive map or written driving directions to your practice plus an email address or email form where potential clients can contact you with questions. Don’t forget to include buttons or links to your online booking platform (Acuity, Simple Practice, et.al.) so patients can book appointments instantaneously!
Legal Stuff: Adhere to any license requirements and include any mandatory disclosures such as citing your license number. And of course you want to comply with all ethical guidelines for advertising, including refraining from false statements, not misleading readers about your areas of competence, and refraining from making unwarranted guarantees.
Your website does not have to be perfect before it goes live so don’t stress the early versions too much. Good websites require attention and maintenance over time. My website is an evolving entity that’s often being revised, improved, and updated with announcements, policy changes (thanks, COVID), and new information for my patients and fellow therapists. Plan for your website to grow alongside your practice and make them both something you’re proud of.
Bonus tip: Once your website is up and running, consider creating a blog or news section and posting to it a few times a month. Not only will this provide your clients with fresh content, but it will help to attract new viewers to your site!
