How to make your therapy website a safe, welcoming space for clients – and an extension of your practice
As a therapist or counsellor, your website may not be your top priority. After all, you’re busy doing the work that truly matters – helping people. But your website is often the very first impression potential clients have of you.
If you’ve ever cringed at your site or felt a little embarrassed to share it, please know you’re not alone. Maybe it feels outdated. Maybe it doesn’t really feel like you. Or maybe it’s just sitting there, collecting dust, because figuring out how to improve it feels overwhelming.
The good news is, it doesn’t have to be this way. Your website can feel like a true reflection of your practice – warm, welcoming and aligned with the work you do. And getting there starts before you even begin designing your website. Here's how…
Step 1: Your clients are looking for safety and reassurance – does your website provide it?
I want to tell you a quick story.
A while ago, I was searching for a therapist in a specialist area. And it was painful. I scrolled through page after page of therapist profiles on the British Association for Counselling and Psychotherapy’s website directory, feeling more and more disheartened.
The first thing I looked at: each therapist’s photograph. I knew I wanted to work with a female therapist who was older than me and I needed to see them – to feel some kind of connection. I was wanting a glimpse of who they were, wondering if I would feel safe in their presence.
Once I found a few that felt right, I clicked through to their profiles. I needed to know they were qualified, of course, but more than that, I needed to understand their approach. Not just a copy and paste list of who they help, but a real sense of their philosophy. Their belief system. Could I see myself trusting them? Feeling able to open up to them?
Eventually, I had a shortlist. And then I did what most potential clients would do – I visited their websites.
And wow. As a web designer and marketer, maybe I’m more critical than most, but I was so disappointed.
Many of the sites felt strangely anonymous – DIY’d, with formatting all over the place, cliché stock photos, bland and impersonal copy, or outdated designs that didn’t reflect the warmth and professionalism I was looking for. Some felt too ‘woo’ for me personally and others just… didn’t make me feel anything.
I didn’t really feel like I wanted to work with any of them. And that’s a problem.
Because when people come to your website, they aren’t just looking for a therapist or counsellor. They’re looking for the right therapist or counsellor for them. And if your website doesn’t create that connection and provide reassurance, they might move on – just like I did.
Step 2: Invest in your first impression – your photograph matters
Now before we get into the website nitty gritty, I believe that investing in a good photograph (if you haven’t already) is probably your best and first win. Why? Because your clients want to see you. Not a blurry old headshot. Not a logo. You.
What makes a great therapist or counsellor headshot?
✅ A professional photo where you’re looking at the camera and we can see the whites of your eyes
✅ A warm, welcoming expression – clients want to feel safe with you
✅ Natural lighting and neutral backgrounds (avoid distracting elements)
🚫 What NOT to do: No selfies, no cropped group photos and nothing too formal or stiff.
One of my therapist clients took this seriously from the get-go and invested in a full photography shoot before I even started designing her site. She knew she wanted her site and brand to truly reflect her personality and stand out in a crowded marketplace.
The Strategic Website Workbook (which I give to all my clients when they book my Aligned Website Design service) played a key role in this process. The brand words my client identified for her site – warm, uncluttered and information-giving – guided the photoshoot brief, ensuring the images reflected the vibe she wanted for her website.
Step 3: Your words matter – write your biography with care
Once potential clients connect with your photo, they’ll move on to your biography. But they aren’t just looking for a list of relevant qualifications. They want to feel who you are.
How to write a profile that connects
✅ Start with why you do this work – what drew you to therapy?
✅ Share your approach in a way that feels personal and human, not clinical
✅ Format it well – use plenty of spacing so it’s easy to (skim) read
A good biography or profile description is the foundation of your professional directory profile and your website. If you take the time to write a bio that reflects who you are, it will make every other part of your online presence easier because you’ll use it as the starting point for everything else.
If you’re feeling stuck, journaling could help unlock your thoughts. When I was working on clarifying my own guiding beliefs, I was fortunate to be supported by Sonja Nisson, who with Sharon Tanton wrote the book Valuable Content. In this insightful blog post, they offer practical advice on how to craft a meaningful manifesto for your business. If you’re interested, you can also explore my own creative manifesto over on my About page.
Step 4: Check your website is an extension of your practice
I believe that your website isn’t just an online business card; it should feel like a natural extension of your therapy or counselling room – a place where potential clients feel safe, seen and reassured.
Think about your ideal client. When they land on your site, what do you want them to feel? Calm? Understood? Hopeful? That feeling should guide your design, colour choices and words.
One therapist I worked with kept this in mind throughout the process. Her final website reflected exactly what she wanted her clients to experience:
🌿 Calm
🌿 Trust
🌿 Warmth
🌿 Friendliness
🌿 Capability
When your website aligns with your approach, you’ll feel more confident sharing it – and the right clients will find you.
Step 5: Make it easy for clients to work with you
A beautiful website is great – but it also needs to be usable. If a potential client has to dig around to figure out how to book with you, they might give up.
How to make it simple:
✅ Have a clear ‘Book a consultation’ button in multiple places – don’t make people search for it
✅ Offer different ways to get in touch (some people prefer calls, others like email)
✅ Set expectations – let potential clients know what happens next (e.g. Will you reply within 24 hours? Do you offer a free introductory ‘getting to know you’ call?)
✅ Clearly state whether you offer in-person or online sessions, or both
The easier you make it for someone to take that first step, the more likely they are to actually do it.
Step 6: Ensure your website reflects your brand promise
Your business isn’t just a website and a logo. It’s an experience. And that experience starts the moment a potential client lands on your site.
Your brand promise is what sets you apart. It’s the feeling clients get when they interact with you – the sense of safety, trust and connection that makes them choose you over another therapist or counsellor.
Your promise might be:
💡 A calm and safe place to explore feelings, thoughts, emotions and actions
💡 A non-judgmental, supportive space where they feel truly heard
💡 A professional and trustworthy approach that reassures them they’re in good hands
Your website is an extension of this promise. From the words you use to the colours and images you choose, everything should reflect what clients can expect from working with you. If your website feels scattered, impersonal or out of alignment with your practice, it could be unintentionally sending the wrong message.
When your website aligns with who you are as a therapist or counsellor, you’ll naturally attract the right clients – the ones who feel a connection with your approach and feel confident reaching out.
Does your website reflect your brand promise? If not, it might be time for a refresh.
Consider ethical and professional guidelines
Some therapists and counsellors need to maintain professional boundaries, remove personal items from their space, or adhere to strict ethical criteria. Some certification bodies also prohibit sharing client testimonials. Your website should reflect these considerations while still feeling warm and inviting.
Final thoughts: Your website is a part of your therapy practice
A great website isn’t just about looking good – it’s about helping potential clients feel comfortable and connected with you. It’s often their first impression, so it should reflect the warmth and professionalism of your practice.
If your website feels outdated or hard to navigate, it could be turning people away without you even knowing it. Your site should make clients feel safe and understood from the moment they land on it. If it’s not doing that, it might be time for an update to make sure it matches your brand and helps you connect with the right clients.
Want a website that reflects your work?
I offer:
Holistic Website Support Day – for therapists and counsellor who need a refresh
Aligned Website Design – for those starting from scratch
Website Wellness Review – so you can see what’s working (and what’s not!)
I specialise in Squarespace because the platform offers great design capabilities, with an intuitive, user-friendly interface, making it easy for my clients to update and manage their sites with ease.
Start your project today by getting in touch.
Nurture your website with a free walkthrough
Whether your website already feels like home or still feels like a work in progress, I'd love to help you nurture its unique magic — one that reflects your heart, your work and the legacy you’re building.
I’m offering complimentary website walkthroughs where I’ll share:
🌿 3 things that are already working well – even small details that create moments of connection.
🌸 3 thoughtful ways to enhance your website’s flow, clarity and impact – so it feels more aligned with your soul work and connects with the right clients.
No calls required – I’ll send you a personalised Loom video so you can watch whenever feels right for you.
To keep these reviews intentional and meaningful, I offer a limited number each month.
If this feels like the right next step for you, I’d love to hear from you – email me at hello@aliswanton.com.
You deserve a website that makes you feel proud, not embarrassed – so you can show up for your clients with confidence 💛