How to market your private practice: Why you need a website & how to set one up

When you started your private practice, you were probably thinking about all the clients you could help with your therapeutic or coaching skills. 

Ironically, you might now be realizing that you need some marketing skills too, to gain your first few clients. So what do you do?

Firstly, don’t panic! You’re not the only one to feel lost when it comes to marketing. I regularly help businesses with their marketing, and yet I still hate marketing my own business. It can feel icky to “sell ourselves.”

The good news is that you don’t need a marketing degree; a website is a great first step to increasing your online presence and attracting more clients. 

In this article, I’ll explain why a website is essential for your private practice, how to set one up, and what it should include. Let’s dive in!

Do private practices need a website? 

Think about the first thing you do when someone recommends a service or product — you Google it, right? We live in such an online world these days that people may perceive not having a website as a sign of unprofessionalism. It may even create a lack of trust (never mind the lack of visibility!).

Websites are quick and easy to set up, relatively affordable, and you could be missing out on clients by not having one. So yes, having one is essential for private practices.

Need more convincing? Here’s what a website can help you do. 

1. Build trust and credibility 

Trust is everything when it comes to working in mental health. Your website can give off a professional first impression to help build that trust. 

While you can get clients through directories or word of mouth, some of those clients may want to check out a website before making their first appointment. If they can’t find much information about you or your practice online, they may go to another provider.  

And it’s not just about new clients. Having a website can help your current clients learn more about you. Research shows almost 45% of patients look for more information about their therapist, and 80% of them do so online.

If these clients can find a professional website that highlights your services and expertise, they may trust you and your process more, reducing client disengagement.

2. Rank and get found on Google 

Having a website can help you be top of search results when clients come a-knocking, or a-searching so to speak. And that means more clients and more revenue to support yourself and your business. 

3. Share information about your services and specialisms 

A website is a great place to share info about your specialties, schooling, experience, and background. Clients may click with your hometown as much as your work with eating disorders. And highlighting all your expertise helps build that trust we were talking about.

Potential clients can also get a sense of who you are and what you specialize in, which is a benefit for both sides. You’re more likely to find a good client-therapist fit if clients know who they’re looking for and what you have to offer. 

Plus, it can help other therapists learn more about you when they need to refer. 

4. Control your message

Unlike online directories or social media profiles, your website is fully yours.

In other words, you get to speak directly to your future clients with total freedom and flexibility. You can include practical aspects like your working hours, contracts, and resources that you may not be able to on other platforms. 

Set up your website in 4 simple steps 

Setting up a website can seem daunting, especially if you’re not tech-savvy, but it’s very doable. If you have the budget, you can hire a website designer to get your site up and running and a copywriter to provide the copy (that’s the text).

If you’re taking the DIY approach, here’s a quick step-by-step guide: 

1. Choose a platform to host your website: Platforms like WordPress, Squarespace, and Wix have drag-and-drop features and ready-made templates to make building a website easy. All you have to do is choose a style that suits your practice and then play with the design elements as you like. 
2. Buy your domain name: This should be practicename.com or yourname.com because you want something short, simple, and easy to remember. Even better? Choose a domain that reflects the services you offer. You can purchase your domain name from sites like Squarespace, GoDaddy, or Namecheap. They’re usually about $15 to $25 a year. 
3. Set up your website: Choose a template or build your own. Set up pages like a homepage, about page, services, blog, and contact page (more on what to include and why below!). You can add more pages later if you’d like to start with a simple homepage. Customize these pages with your brand colors, font, images, and copy. If you're not sure about your brand, watch this space, because we'll be writing about that later.  
4. Check everything works and hit publish: Check to see how your website looks on both a computer and mobile, and with a screen reader. Make sure all pages and buttons work, and then hit publish!

The essentials needed on your website

Your website is yours, so it should reflect your personality, the type of work you do, and your approach and philosophy as a mental health provider. 

Depending on who you are, it should have a tone of voice that matches. For example, if you’re a life coach, you could have a more relaxed and empowering tone. If you specialize in trauma counseling, you might want to adopt a more sensitive and professional style.

Here’s your full checklist for what to include on your practice’s website.

A homepage 

This is probably the first page potential clients will see, so you want to make a good first impression. Include some copy about who you are and who you help. 

Keep it simple and warm. For example, “I’m Jane Smith, I’m a New York-based therapist with 15 years of experience. I offer in-person, group, and virtual therapy to help clients manage anxiety and feel like themselves again.”  

Your homepage is also a good place for a headshot. Clients like to know there’s a real human behind the website and visualize who they’ll be working with. You don’t need to necessarily pay for a professional headshot when you're first starting out, but a well-lit, clear photo of your face can go a long way.  

You can also consider a footer with a legal disclaimer such as, “This website is for informational purposes only and does not constitute a therapeutic relationship.”

An about page 

An “about me” or “about us” page can provide more info about your practice, the types of support you offer, and the types of clients you help. 

You want to make it clear: 

• How you’re qualified: List any qualifications, degrees, accreditations, or certifications that show potential clients you’ve got the expertise to help them. 
• How long you’ve been in the field: Years of experience aren’t everything, but clients like to see that you’ve got some time under your belt. 
• What types of problems you can help with: As well as more obvious mental health conditions, share any niche areas you have experience in — like burnout recovery, anger management, or LQBTQ+ support. For me personally, checking niche areas of expertise was the first thing I looked for when comparing potential therapists. 

You can also use your about page to share your location, the founding story of your practice, or why you became a therapist, and any other info that sheds some light on the kind of work you’re doing. 

As you’re brainstorming ideas here, include any key facts on your homepage, too.

A services page 

Here, let people know the practicalities of working with you. Do you offer couples, group, or online sessions? Do you specialize in CBT or dialectical behavior therapy? How long are your sessions? 

Don’t forget to use clear, client-friendly language when talking about types of therapy. All this can help clients figure out if you’ll be a good fit for their needs, and answer some key questions they’d have before they book a session. 

This is also a good page to share your insurance info and rates. Let clients know if you accept insurance, offer a sliding scale, or reduced-rate sessions. And consider sharing your pricing upfront, so potential clients know if you’re in their budget. Being upfront about pricing also helps clients make informed decisions and shows your commitment to transparency.

A blog 

You don’t need one when you’re first starting out, but a blog is a great place to share more about your process, highlight your areas of expertise, build trust and credibility, and boost your marketing efforts (as it can help your website rank higher on Google).

Check out our guide to blogs for private practices to learn about the benefits and what to write about.

A contact page 

Make it easy for people to find your email, phone number, or online booking form (or all three!). If you run in-person sessions, share your location, too.  

Beyond these key pages, there are some optional extras you can include on your website. Consider testimonials (especially if you’re in the coaching space), FAQs, and a newsletter sign-up box, if you have one. 

Wrapping it up 

Running a private practice can be overwhelming at times, and that’s before you even start to think about marketing it. But marketing is essential to get more clients and keep your practice running. 

Setting up a website is a great place to start. And while there are plenty of roads to go down, you can start simple and add to your site as you grow your business.

Not sure where you’re going to get the time for all this marketing? Upheal can save you six hours a week on documentation and make you a more present provider.