The Most Important Elements Your Therapy Website Needs
You need a website! You need a website that is both visually appealing and speaks to your clients. But just because you have a website doesn't mean that you will be easy to find on Google or that clients will start pouring in. Your site should be your marketing machine and most significant business asset. Many factors play into creating a successful website. I want to share with you some of the most critical secrets to creating a successful therapy website.
1. Clear and Easy Navigation
Think about navigation as a road map for your visitors. Provide clear and easy direction for your visitors to follow. Easy navigation increases the time visitors, or customers stay on your website. If the visitors find that your navigation is confusing they would “bounce.” "A bounce occurs when a web site visitor only views a single page on a website rather than continues viewing other pages within the same site"(Wikipedia).
Limit your navigation seven to five items. Navigation links should be short and on point. Don’t jam all your specialties across navigation, instead use the drop-down.
What to Include in Navigation Bar:
- Quick summary of your therapy business (Home Page)
- Your Background (About Page)
- What are you “selling” (Services Page)
- Where/How to contact (Contact Page with call-to-action)
What to include in Footer Navigation:
Examples of Navigation Done Right
2. Separate Page for Each Service or Speciality
Having a separate page for your services will help you communicate what services you provide to your clients. Separate service pages are essential for your site google ranking.
What to include on each Service Page
State what page your visitors are on. Talk about specific issues and how can you help ease the pain your potential client is feeling. On these pages don’t talk about how you work, about you (use about page to talk about you), focus on your client and show her/him how you are the right person to help. Remember your website should be client-centric.
Make sure your pages are well optimized for SEO, use enough quality content, correct keywords. Put keywords in the following locations: the title, heading, subheading, content, conclusion part, meta description, images
3. Easy to Find Contact Information
Make sure to include contact details in many places as possible, make it easy for your customers to contact you. You should put the following information in the footer: business name, physical address, mailing address, telephone, email, emergency number, website address.
What to include on your Contact Page:
Email address: Make sure it’s an actual email link so your customers can click on it to write directly to their default email client.
Location/Address: A location of your office should always be visible on your contact page, even if you included in the footer or on About page. Include map and directions.
Contact Form: A contact form allows people to send a quick message right then and there, without having to switch over to their email client. Your contact form should be simple and straight to the point. Reduce the number of fields, include these fields: Name, Email address, and Message.
Short Text: Consider adding sweet, a brief sentence or two for your customer get closer to contact you.
Phone Number: As in email address, turn it into a click to call link. Here is how to do it: “use regular spaces between digit groups. Mobile phones & tablets (in the hands of your visitors) then recognize them as phone numbers and turn them automatically into “links.””
Examples of Contact Page Done Right
Consider blogging, even if you don’t have like to blog or don’t have enough time. Blog at least once per month minimum. Blogging will show your customers that you are expert in your field. Consider this scenario: A wife or husband might have marriage problems and considering couples therapy. Most people will probably search online for couples therapy. If you are couples therapy expert and blog about couples therapy regularly your site will appear in search results. If they click on your link and find value in your blog post, they might even schedule the consultation. Create the content calendar and stick to it.
5. Professional Headshot and Great Photography
I highly recommend hiring a professional photographer for your headshots and other photos for your website. This way you all photography belongs to you and will be exclusive to your site. But if you are on the budget read a blog post I wrote where to find good quality free images. For some unknown reason, many therapists include photos of bridges, buildings or plants on their websites, instead use pictures of people. Use relatable images for each of your services. When a potential client comes to your site they want to see the result of your services; they want to know how you helped your previous clients, therefore, use photos of happy, smiling people.
Search Engine Optimization, when done right, will increase your website ranking in Google, Bing or other search engines, and thus increase your web presence.
Things to do:
- As I mentioned earlier one page for each service you offer
- A well-written content 700-1000 words
- Submit your website to all relevant directories for your area. Google My Business,
- Add keywords to your site. What are your clients searching for (e.g., couples therapy, individual therapy, LGBTQ therapy, etc.) Try to include as many of this kind of words, but use it wisely and sporadically.
7. Customers Testimonials
Send a short email to your clients asking for two or three sentence testimonial. Testimonials help new clients to know you better, and it will help you attract new clients. Remind your past clients to review you, don’t be shy about it; people are very willing to help out.
Does your website have these seven things?