The short version
Therapy websites carry a real ethical weight. Prospective clients are often in crisis or building courage to reach out; the site has to feel safe, accountable, and easy to navigate. The conversion path: a client searches '[specialty] therapist near me' or '[issue] therapist', spends 60 seconds reading the about and specialties pages, and either books a consult or bounces. Sites that read warm, name specific issues treated, and route to a low-friction intake convert at 5–8%; sites with stock photos and 'we treat all conditions' generic copy convert at under 1%.
Website Killer generates the therapist site from a prompt: hero with specialty emphasis (anxiety, trauma, couples, etc.), about with credentials and approach, specialties with descriptions, insurance acceptance and self-pay rates, intake form with conservative fields, hours and contact. Person + MedicalBusiness schema is wired with credentials (LMFT, LCSW, PhD, etc.).
The ethical defaults: no 'guaranteed results' language, no testimonials of named clients (HIPAA risk), no specific outcome claims. Crisis resources (988, local hotlines) appear in the footer of every page. The AI uses these defaults; you can adjust within your state board's rules.
What therapists & mental-health practices sites must have
- Hero with specialty emphasis (anxiety, trauma, couples, identity, etc.)
- About with credentials, approach, and prior experience
- Specialties with brief descriptions of how you work
- Insurance acceptance + self-pay rates (visible)
- Intake / consultation form with conservative fields
- Hours + virtual / in-person availability
- Crisis resources in the footer (988, local hotlines)
- Person + MedicalBusiness JSON-LD with credentials
Why Website Killer for therapists & mental-health practices
- Ethics-aware defaults — no guaranteed-results language, no client testimonials by name
- Crisis resources footer on every page (988, local hotlines)
- HIPAA-considered intake form — conservative fields, encrypted at rest
- Person + MedicalBusiness schema with credentials and specialties
- Trust-first design language — restrained, warm, not corporate
What great looks like
Therapy websites that convert consultations share five traits. Most therapist sites read corporate or templated.
- Specific specialties in the hero — 'Anxiety and trauma in adults' beats 'I treat all conditions'
- Photo of the therapist, not a model — clients buy a person, anonymity reads as 'unable to commit'
- Insurance carriers listed — clients with anxiety bounce if they can't find their carrier
- Self-pay rate visible — clients without insurance need to know upfront
- Approach described concretely — 'CBT and EMDR for adults processing trauma' converts on credibility
Ranking signals
Local SEO checklist
The technical floor is wired automatically. The ranking signals below depend on you — most of them sit outside the website.
- Psychology Today + Therapy Den + Inclusive Therapists profiles linked
- Verified Google Business Profile in 'Psychotherapist' or specialty category
- Person + MedicalBusiness schema with credentials and specialties
- Per-specialty pages (anxiety therapist near me, couples therapist, trauma specialist)
- Insurance carriers as crawlable text (not images)
Worked examples
Prompts that work
Two prompts you can adapt. The more concrete the prompt, the less editing afterward.
Solo therapist — anxiety + trauma specialty
Site for [name], LCSW, a solo therapist in Brooklyn working with adults processing anxiety and trauma. 8 yrs in practice. Modalities: CBT, EMDR, IFS. Hero: 'Therapy for anxiety and trauma in Brooklyn.' Specialties: generalized anxiety, panic, PTSD, complex trauma. Approach: integrative, trauma-informed. Insurance: in-network with Aetna, Cigna; out-of-network superbills for BCBS, United. Self-pay: $250/session. Hours: M/T/Th 9–6, virtual + in-person (Park Slope office). Intake: 'tell me a bit about what brings you in' form. Style: warm, restrained, neutral palette.
Why this works · Solo therapist prompts should name modalities (CBT/EMDR/IFS) — those drive '[modality] therapist near me' long-tail queries.
Group practice
Site for Park Slope Therapy Collective, a 12-clinician practice in Park Slope offering individual, couples, family, and group therapy. Specialties: anxiety, depression, identity (LGBTQ+ affirming), couples, perinatal mental health. Clinicians: 12 with photos, credentials (LCSW / LMHC / PhD / LMFT), specialty tags. Insurance: in-network with 8 carriers. Sliding scale available. Intake form: matches client to clinician by specialty + availability. Style: warm, modern, photo-led.
Why this works · Group practice prompts should ask for an intake-to-clinician matching flow — converts 3x better than a single shared inbox.
Avoid these
Common mistakes
- Generic 'I treat all conditions' positioning — pick 2–3 specialties and lead with them
- Stock photos of crying people — re-traumatizing and clients spot it as cliché
- Missing insurance list — clients with anxiety bounce if they can't find their carrier
- Testimonials by name — HIPAA / ethics risk; replace with general 'what to expect' copy
- No crisis resources in footer — leaving 988 / hotline info off is a real harm risk
LocalBusiness schema
Local SEO baked in
Therapists & mental-health practices sites generated with Website Killer include LocalBusiness JSON-LD with your hours, address, and phone — so Google understands your business as a local entity, not just a webpage. That's the prerequisite for showing up in the local 3-pack and on Google Maps.
FAQ
Frequently asked questions
Is the site HIPAA-considered by default?
Yes — intake forms collect only name, email, phone, and 'briefly describe what you're looking for', avoiding PHI in the form fields. Submissions are stored encrypted at rest. For full HIPAA-compliant workflows (intake forms with PHI), integrate with SimplePractice, TherapyNotes, or your EHR's secure intake — Website Killer markets, the EHR stores.
Can I list accepted insurance carriers?
Yes — describe your accepted carriers in your prompt and the AI renders them as crawlable text (not an image). Carriers + out-of-network superbill policy + self-pay rate visible above the fold improve conversion 40%+ for therapists vs hidden / 'call to check'.
Does the site include crisis resources?
Yes — the footer of every page includes the 988 Suicide and Crisis Lifeline, Crisis Text Line (text HOME to 741741), and a placeholder for your local crisis line. These are ethically required for therapy websites and the AI inserts them by default.
Can I have separate pages per specialty (anxiety, couples, trauma)?
Yes — ask for '/specialties/[name] pages for anxiety, couples, trauma, etc.' in your prompt. Per-specialty pages rank better than a single 'services' page for '[specialty] therapist near me' queries.
Will the site rank for '[specialty] therapist near me'?
Local + specialty ranking takes Person + MedicalBusiness schema (we handle), Psychology Today / Therapy Den profiles + Google Business Profile (you handle), and time. Most therapists reach page-1 ranking for specialty + city queries inside 60–90 days with a custom domain + Psychology Today profile + 5+ Google reviews.
How do I handle the intake form ethics — collecting just enough without crossing into clinical info?
The default intake form asks for name, email, phone, brief 'what brings you in' description, and preferred contact method. No clinical questions, no symptom inventories, no diagnoses. The fuller intake happens in your EHR after the consult. This pattern is conservative and works across all 50 state board rules.
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