a counselor researches how to plan a counseling website on her laptop

A counseling website is a great marketing tool for any counselor or therapist looking to expand their practice and connect with new clients. To make the most of your online presence,  work with a skilled counseling website designer who understands the unique needs and goals of your profession. This guide will provide you with valuable tips and insights on how to plan a counseling website so that you can stand out in the crowded online environment.

1. Identify Your Niche and Unique Selling Proposition

Before diving into the design and development of your website, it’s important to identify your niche and unique selling proposition (USP). A niche is a distinct segment of the market that you specialize in. By focusing on a particular niche, you can set your counseling website apart from others and attract your ideal clients.

Narrow Your Niche

Take some time to think about the specific population you want to serve the most. Consider their concerns, the questions they’re asking, and the challenges they’re facing. Write these down and reference them as you create the content for your website.

Develop Your Unique Selling Proposition

Your USP is what sets you apart from other therapists in your niche. It should focus on the specific benefits and outcomes your clients can expect from working with you. To create a compelling USP, follow these three steps:

  1. Put yourself in your client’s shoes
  2. Understand what motivates your clients to seek counseling
  3. Identify the reasons clients choose you over other therapists

With your niche and USP in mind, you’ll be able to create a website that connects directly with your ideal clients.

2. Create a Sitemap and Content Plan

A well-organized sitemap is crucial for providing a smooth user experience on your counseling website. A sitemap is essentially an outline of your site’s structure, including all the pages with any kind of hierarchical structure indicated. You can also make a visual representation if this works better for your style.

Create a Sitemap or Outline of Pages

Start by listing all the pages you want to include on your site, such as your homepage, about page, services, and blog. Group related pages together and organize them in a logical hierarchy (e.g, all service-related pages would go under Services). This will help you determine the structure of your main navigation menu and the content you’ll need to create for each page.

Planning Your Content

Once you have a clear sitemap, it’s time to plan the content for each page. Be sure to keep your niche and USP in mind as you write your copy. For each of the services you offer, create a dedicated page that explains how you can help your clients and what they can expect from working with you.

Tip: When planning your content, consider incorporating a blog into your counseling website. This will allow you to share valuable insights and resources with your audience more dynamically, showcase your expertise, and boost your SEO rankings. You could share new blog posts via an email newsletter campaign (you can even automate this these days to optimize your time).

Planning Your Therapy Website: A Workbook for Practitioners

Want a guide to walk you through the steps of launching your therapist website? Enter your name and email below to receive this free workbook.

3. Choose the Right Counseling Website Designer and Platform

Selecting the right counseling website designer and platform is crucial for achieving the look, feel, and functionality your website needs. There are several options to consider, such as hiring a professional designer and using a website builder like WordPress.

Hiring a Professional Counseling Website Designer

Working with a professional designer can ensure your website is visually appealing, user-friendly, and optimized for search engines. When choosing a designer, look for someone with experience in creating websites for counselors and therapists and a portfolio of successful projects.

Using WordPress for Your Counseling Website

I strongly recommend using WordPress for your counseling website. WordPress offers a wide range of themes and plugins that will make your website easier to use as a client or counselor. From contact forms, to integrating your third-party electronic health record (EHR) or customer relationship manager (CRM) like SimplePractice, Unified Practice, or Jane, to being able to update content easily yourself rather than always relying on a website designer, to more easily implementing search engine optimization (SEO) techniques, WordPress can do ***a lot*** and it can be customized for what you need as you need it. You don’t have to do “all the things” when you’re just getting started … and WordPress makes it easy for you to expand content and functionality as your counseling practice grows.

4. Prioritize User Experience and Mobile-Friendliness

In today’s world, user experience and mobile-friendliness are essential for a successful counseling website. Your site should be easy to navigate, visually appealing, and quick to load on both mobile and desktop devices.

Incorporate White Space

Make use of white space in your website design to create a clean, minimalist look. This will make it easier for visitors to find the information they need and improve their overall experience on your site.

Optimize for Mobile Devices

With the majority of web traffic now coming from mobile devices, it’s crucial to ensure your counseling website is mobile-optimized. This means your site’s design should be responsive and automatically adjust to fit the screen size of different devices. Most WordPress themes these days are responsive (mobile optimized) – another reason why I recommend WordPress. Your web designer and you should test your mobile website using Google’s mobile-friendly tool and other developer tools to ensure it meets the necessary standards and will be indexed by Google and other search engines.

5. Craft a Compelling About Page and Headline

Your about page and headline are two of the most important elements on your counseling website. They should clearly communicate who you are, what you do, and how you can help your clients.

Writing a Compelling About Page

Your about page should tell your story and showcase your personality, expertise, and approach to therapy. Include information about your background, education, and experience, as well as any specializations or unique aspects of your practice. Don’t forget to add a quality photo and a clear Call-to-Action (CTA) inviting visitors to book a session or contact you. See How to Write an Engaging About Page for Your Therapist or Counselor Website for more tips.

Creating an Effective Headline

Your headline should be concise, engaging, and informative as well as keyword-optimized. By keyword-optimized, I mean include keywords that prospective clients would use when searching for a counselor with your specialties and in your area (e.g., “Gottman-trained counseling for neurodiverse relationships in Chicago” or “Career counseling for new college graduates in Los Angeles”). Make sure that the headline is also using a <h1> or <h2> tag for hierarchical structure and to signal to search engines that this is important content on the page.

The headline should convey the main message of your website and give visitors a reason to explore further. Consider using your USP as the basis for your headline, as this will help set you apart from other therapists in your niche.

6. Integrate Contact Forms and Links to Professional Profiles

Contact forms and links to your professional profiles on counseling directories or social media are great for connecting with potential clients. Make sure your counseling website includes links to your social media profiles and an easy-to-use contact form. Also, make sure that your professional profiles include a link to your website (this is also an easy SEO booster!).

Linking to Your Social Media Accounts

Integrate your social media accounts into your website by adding links or buttons to your professional profiles on platforms like Facebook, Instagram, and LinkedIn. This will make it easier for visitors to follow you and stay updated on your latest news, resources, and insights.

User-Friendly Contact Forms

Your contact form should be simple, straightforward, and easy to find on your website. Include only the essential fields, such as name, email, and message, to make it as user-friendly as possible. Place your contact form in a prominent location on your site, such as on the Contact page or in the universal footer of your site.

7. Ensure Your Website Is SEO-Optimized

Search Engine Optimization (SEO) is a crucial aspect of any successful counseling website. SEO helps improve your site’s visibility in search engine results, making it easier for potential clients to find you online.

Incorporating Keywords

To optimize your website for search engines, include relevant keywords throughout your content, such as “counseling” or “therapy.” Use your primary keyword (e.g., “counseling website designer”) 15-20 times throughout the article and your secondary keywords (e.g., “WordPress counseling website”) 3-4 times. See SEO Tips for Therapists, Counselors, and Coaches for more suggestions.

Optimizing Images

Optimize your website’s images by using web-optimized formats (JPEG, PNG, GIF, WebP ), compressing them to reduce file size, and including descriptive alt tags. This will improve your site’s load speed and make it more accessible for users with disabilities.

Among the most commonly used image formats for the web are JPEG, PNG, GIF, and WEBP. Each format has its own strengths and best use cases, allowing web developers and designers to choose the most suitable option based on their specific requirements.

  • JPEG –  widely used for photographs and complex images with numerous colors. It uses lossy compression, meaning it discards some image data to reduce file size. This compression technique allows for smaller file sizes, making JPEG ideal for web usage. However, the trade-off is a slight loss of image quality, which is usually imperceptible to the human eye at typical web resolutions. JPEG supports a wide range of color depths and is highly compatible across different browsers and platforms, making it a versatile and widely supported format.
  • PNG –  often the preferred format for images that require transparency, such as logos, icons, and graphics with sharp edges or text overlays. Unlike JPEG, PNG uses lossless compression, preserving all image data without sacrificing quality. This results in larger file sizes compared to JPEG but ensures higher visual fidelity. PNG supports alpha channels, allowing for smooth transparency effects and the ability to overlay images on different backgrounds. Although PNG is well-supported by modern browsers, its larger file size can impact page load times, especially when multiple PNG images are used extensively.
  • GIF –  commonly used for simple animations, such as short looping clips or small graphics with limited color palettes. GIF uses lossless compression and supports animation through frame-by-frame playback. It has a limited color palette of 256 colors, which can result in visible degradation for complex images. However, GIF remains popular for its small file sizes and widespread compatibility across browsers and platforms. It is worth noting that GIF is not well-suited for high-resolution images or photographs due to its color limitations and larger file sizes compared to other formats.
  • WEBP  – a relatively newer image format developed by Google offers both lossy and lossless compression options, providing a balance between image quality and file size reduction. WEBP utilizes advanced compression algorithms and typically achieves smaller file sizes compared to JPEG and PNG while maintaining comparable visual quality. It supports transparency, animation, and progressive loading. However, support for WEBP varies across different browsers, with better compatibility in Chrome, Opera, and newer versions of other major browsers. To ensure broader compatibility, it is common practice to provide fallback options for browsers that do not support WEBP, such as using JPEG or PNG versions of the same image.

High-Quality Content

Regularly update your counseling website with fresh, high-quality content that provides valuable information to your audience. This can include blog posts, videos, and other resources related to your niche and expertise. Not only will this help establish you as an expert in your field, but it will also improve your website’s search engine rankings.

8. Monitor and Updating Your Website Regularly

A successful counseling website requires ongoing maintenance and updates to ensure it remains relevant, informative, and engaging. Create a plan for regularly reviewing your website’s performance, content, and design to identify areas for improvement.

Tracking Website Performance

Monitor your website’s performance using tools like Google Analytics to gain insights into your site’s traffic, user behavior, and conversion rates. This data can help you identify areas of your site that need improvement and make informed decisions about your marketing strategy.

Updating Content and Design

Regularly update your website’s content and design to keep it fresh and engaging. This can include adding new blog posts, updating your services and about page, or refreshing your site’s design elements like a carousel on the homepage or seasonal imagery. Regular updates will help improve your website’s SEO rankings and keep your audience coming back for more.

9. Incorporate Quality Photography and Consistent Branding

The visual elements of your counseling website play an important role in creating a professional and credible online presence. Incorporating high-quality photography and consistent branding elements can make a significant difference in how potential clients perceive your practice.

Professional Headshots

Hire a professional photographer to take headshots for your about page and other areas of your website. A high-quality, professional-looking photo can help establish trust and credibility with your audience.

Consistent Branding

Create a consistent brand identity across your website by using a cohesive color palette, typography, and design elements. This can help reinforce your unique selling proposition and create a memorable online presence for your practice.

10. Utilize Online Marketing Strategies

To drive traffic and reach a larger audience, consider implementing online marketing strategies for your counseling website. Be sure to create a Google Business Profile and see 10 Online Therapy Directories to Promote Your Therapist Website and Improve Search Engine Ranking for some more easy ways to get started.

Blogging and Content Marketing

Regularly publish high-quality blog posts and articles related to your counseling niche and expertise. This can help establish you as an expert in your field and improve your website’s SEO rankings. Share your content on social media platforms and engage with your audience to build relationships and grow your online presence. Some of this can be automated to simplify your work.


A well-planned and beautifully designed counseling website is essential for any counselor or therapist looking to expand their online presence and attract new clients. By following these tips and working with an experienced counseling website designer, you can create a professional, engaging, and user-friendly website that sets you apart from the competition.

Are you a counselor, psychotherapist, art therapist or coach looking to design your website with WordPress? While currently located in Seattle, Washington, I have assisted wellness professionals with their websites no matter their location. From redesigns and WordPress conversions to email campaigns and content development, I can help you update your online presence. Contact me with any questions or request a quote.

Additional Resources

Heather Larson is a WordPress specialist based in Seattle who designs and develops user-friendly websites for nonprofits, wellness professionals, and small business.

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