Let’s Get Real: Your Website Isn’t Pulling Its Weight
If you’re a therapist or run a therapy collective and you’ve ever said, “I get most of my clients from word of mouth,” congrats, you’re the same as 95% of your competition. But what happens when those referrals slow down?
Your ideal client is already out there, Googling “therapist near me” or “anxiety help Columbus Ohio.” The question is: will they find you?
If your site is vague, outdated, hard to book from, or gasp has no photo of you...the answer is likely a big no. That’s where Search Engine Optimization (SEO) comes in. And no, it’s not scary. Or expensive. Or reserved for huge companies with big marketing teams.
It’s strategic. It’s doable. And it’s how your next client finds you.
What Is SEO (and What It Isn’t)
SEO means Search Engine Optimization, aka, the art and science of helping Google understand what you do and who you help so it can show your website to the right people.
What it is:
Making your content clear and relevant
Optimizing your pages for the right keywords
Creating trust with Google over time
What it’s not:
A magic switch that books your calendar overnight
Just stuffing in random words like “therapist Columbus Ohio anxiety EMDR panic divorce help”
Something you do once and never touch again
It’s more like therapy itself, consistent effort, done with intention.
Start with Local SEO: Be the Go-To in Your City
Most therapists can only practice in the states they’re licensed in. That makes local SEO your best friend.
Here’s how to win locally:
Create a Google Business Profile (GBP): It’s free and shows your practice on maps and local results. Don’t have a physical office? No problem, choose a service area based on zip codes or cities.
Use Your City on Your Website: Say it loud and proud. Don’t just say you offer trauma-informed therapy—say you offer it in Columbus, Ohio.
Build Location-Specific Pages:
Example: If you do telehealth across Ohio, create a landing page like Online Therapy for Cincinnati, Ohio. Tailor the content to that area and audience.
Answer Local FAQs: Think like your clients. What would someone in Dayton Google before booking? “Is telehealth therapy covered by insurance in Ohio?” Write a blog post on it.
The Must-Have Elements on Every Therapist Website
If we had a dollar for every therapist website that made it hard to book an appointment...we could probably start a second business. Here’s what you need, minimum:
Meta Titles & Descriptions that Make Sense
This isn’t the place to be clever. Be clear.
Bad: “Healing for the Soul”
Better: “Trauma-Informed Therapist in Columbus, Ohio | [Your Name]”
Name, Address, and Phone Number
Put it in your footer. Put it on your contact page. Put it on your homepage. Make it easy to reach you, whether clients want to call, email, or schedule online.
A Photo of You (Yes, Really)
Therapy is personal. We need to see your face. A stock image of pebbles on a beach doesn’t cut it. Let your future clients see who they’re trusting.
Simple Booking or Contact Process
If it takes more than two clicks to find out how to book, you're losing people. Use a calendar link, a simple form, or whatever makes the process frictionless.
Fast SEO Wins for Therapists
Want to make Google love you without a total site overhaul? Start here:
Add Location-Based Keywords to Your Website Content
Example: Instead of “I specialize in anxiety,” try “I help adults in Columbus manage anxiety with trauma-informed therapy.”
Ask Happy Clients for Google Reviews
You don’t need 500 of them. Even 5–10 strong, recent reviews can boost your ranking a lot.
Write Blogs That Answer Real Questions
Think: “What’s the difference between coaching and therapy?” or “Can I do therapy while traveling?” Use the language your clients would type into Google.
Link Back to Your Site from Directories or Peers
Are you part of a therapist peer group or professional network? Ask if they’ll link to your website. Backlinks = trust in Google’s eyes.
Let’s Talk Landing Pages
We mentioned this earlier, but it’s worth repeating: landing pages for each location or service are gold.
Here’s what to include on one:
Headline with location and service (“Telehealth Therapy in Cleveland, Ohio”)
Intro paragraph with who you help and how
FAQs specific to that city or service type
A contact form or booking link
Testimonials from clients in that area (if possible)
Pro tip: You can use these pages for ads later on if you decide to dip into paid marketing. Targeting Cleveland but sending them to your main Columbus-focused homepage? That’s a no from us. Create pages that match the audience.
Homework Time
Let’s keep it simple. Go check one page on your website and ask:
Do I mention my city, region, or zip code?
Is my contact info clearly listed (including phone number)?
Can a potential client tell what I do and who I help within 10 seconds?
If not, tweak it. Then pour yourself a margarita (or journal about it—whatever’s your vibe).
Ready to Get Found? Let’s Chat.
We’ve helped therapists, wellness clinics, and purpose-driven service providers turn bland websites into client-generating machines. Whether you need an SEO audit, a new site, or just someone to take the stress of marketing off your plate, we’ve got you.
👉 Download Our Free SEO Workbook
Marketing for therapists doesn’t have to be weird or overwhelming. It just needs to be strategic.
Ready to stop hiding online? We’ll help you get seen—for all the right reasons.
