We’ve all been there—sifting through mountains of tips, suggestions, and “expert” opinions on how to build the perfect website for your therapy practice. And while some of those pointers can be helpful, let’s be real: a lot of it can lead you down a path that’s, well, less than ideal. If you’ve ever felt overwhelmed by all the dos and don’ts of website building, you’re not alone.

In this post, we’re going to uncover some of the most common website traps therapists fall into. But don’t worry—I’m not just going to leave you hanging. For each common trap, I’ll give you actionable tips on what to do instead so you can create a website that truly resonates with your ideal clients.

1. Website Trap: "Keeping It Super Formal"

Why It’s a Trap:
Let’s start with this one: “Your website needs to be super formal to look professional.” Now, I get where this notion comes from—professionalism is important.

But here’s the thing: being overly formal can create a distance between you and your potential clients.

It can make you seem unapproachable or, even worse, intimidating. And the last thing you want is for a potential client to feel like they’re emailing a robot instead of a real, compassionate human being.

What to Do Instead:
Ditch the stiff, clinical language and opt for a tone that feels warm and conversational. Speak directly to your clients as if you’re having a one-on-one chat with them. Your goal is to make them feel comfortable and welcomed, even before they walk through your door (or hop on a Zoom call).

Let your personality shine through—whether it’s a touch of humor, a calm and nurturing vibe, or an encouraging and supportive tone. Your website should feel like an extension of who you are as a therapist, helping clients feel at ease from the get-go.

Checklist:

Does the language on your website feel warm and conversational?
Are you using words and phrases that reflect your personality?
Does your tone of voice make clients feel comfortable and welcomed?
Could your content be more relatable and less clinical?

2. Website Trap: "Using Stock Photos of Perfectly Posed People"

Why It’s a Trap:
We’ve all seen those websites with the generic stock photos—smiling, perfectly polished people in perfectly staged settings. They’re supposed to make your website look professional, but let’s be honest—they often do the opposite.

These photos can feel impersonal and, well, fake. And in a field like therapy, where authenticity and trust are everything, that’s not the impression you want to leave.

What to Do Instead:
Swap out those generic stock photos for images that feel more authentic and aligned with your practice. If possible, use real photos of your office space, your work environment, or even yourself (clients love to see the face behind the name!).

If taking your own photos isn’t an option, choose stock photos that are natural, candid, and relatable. Look for images that reflect the warmth, calm, and approachability you bring to your work.

Remember, your website should give potential clients a genuine sense of who you are and what it’s like to work with you.

Checklist:

Are you using generic stock photos that feel impersonal?
Do the images on your website reflect the warmth and authenticity of your practice?
Have you considered using real photos of your office or yourself?
Are your photos natural and relatable, rather than overly polished?

3. Website Trap: "Hiding Your Prices to Encourage Contact"

Why It’s a Trap:
There’s this old-school idea that if you don’t list your prices, more people will contact you to find out—and then you can “sell” them on your services.

But here’s the problem: most people don’t want to go through the hassle of reaching out just to find out if they can afford you. In fact, hiding your prices can make potential clients feel suspicious or anxious, leading them to look elsewhere.

What to Do Instead:
Be transparent about your pricing. Listing your prices (or at least a range) on your website shows that you’re upfront and honest, which builds trust right from the start.

Plus, it saves both you and your potential clients time—those who can’t afford your services won’t reach out, and those who can will already know what to expect.

If you’re worried about scaring people off with your prices, use the opportunity to explain the value you offer. Highlight what clients get for their investment and why it’s worth it.

💡 How to Highlight Your Unique Value as a Therapist

Checklist:

Are your prices clearly listed on your website?
Have you explained the value behind your pricing?
Are you transparent about what clients can expect for their investment?
Could listing your prices help build trust with potential clients?

4. Website Trap: "Overloading Your Homepage with Information"

Why It’s a Trap:
It’s tempting to put everything on your homepage—the more information, the better, right? Not so fast.

Overloading your homepage with information can overwhelm visitors and make it hard for them to know where to start. Instead of guiding them through your site, you’re creating a maze that’s easy to get lost in.

What to Do Instead:
Keep your homepage clean, focused, and user-friendly. Think of your homepage as a warm welcome—a place where you greet visitors and guide them to the most important areas of your site.

Highlight the essentials: who you are, what you offer, and how they can get in touch with you. Use clear headings, concise text, and strategic calls to action to lead visitors to explore further.

The goal is to create a smooth and intuitive experience that makes it easy for potential clients to find what they’re looking for without feeling overwhelmed.

Checklist:

Is your homepage cluttered with too much information?
Are the key elements of your site easy to find?
Does your homepage guide visitors to the most important areas of your site?
Could simplifying your homepage improve the user experience?

5. Website Trap: "Using Jargon to Show Your Expertise"

Why It’s a Trap:
There’s a common misconception that using technical language and industry jargon on your website makes you look more knowledgeable and credible.

But here’s the catch: most potential clients aren’t therapists—they’re regular people looking for help. If your website is filled with terms they don’t understand, they’re likely to feel confused or alienated, not impressed.

What to Do Instead:
Keep your language simple, clear, and client-friendly. Imagine you’re explaining your services to a friend who knows nothing about therapy.

How would you describe what you do and how you can help? Break down complex concepts into easy-to-understand terms, and avoid jargon that might create barriers. By speaking in a language your clients understand, you’re showing that you’re approachable, empathetic, and ready to meet them where they are.

💡 Need help sounding more like yourself in your writing? Check out The Authentic Voice Workbook

Checklist:

Is the language on your website filled with jargon that clients might not understand?
Could your content be simplified for a broader audience?
Are you using clear, client-friendly language to describe your services?
Do you explain complex concepts in a way that’s easy for clients to understand?

6. Website Trap: "Ignoring SEO, It's Not That Important"

Why It’s a Trap:
Some might suggest that as long as your website looks good, you don’t need to worry about SEO (search engine optimization). But here’s the thing: if no one can find your website, it doesn’t matter how beautiful it is.

Ignoring SEO means you’re missing out on the chance to connect with potential clients who are actively searching for the services you offer.

What to Do Instead:
Embrace basic SEO strategies to improve your website’s visibility. Start with simple steps like using relevant keywords throughout your site, writing clear meta descriptions, and ensuring your website is mobile-friendly.

Regularly updating your content and adding a blog can also help boost your search engine rankings. SEO doesn’t have to be complicated, but it does require some attention. The better your website ranks, the more likely potential clients are to find you.

💡 Want some easy ways to boost the SEO on your therapy or coaching website? Check out this Post: 6 Easy Steps to Boost SEO and Attract More Clients

Checklist:

Have you optimized your website with relevant keywords?
Are your meta descriptions clear and informative?
Is your website mobile-friendly?
Are you regularly updating your content to improve your SEO?

7. Website Trap: "Using as Many Colors and Fonts as Possible to Stand Out"

Why It’s a Trap:
While the idea of using vibrant colors and varied fonts might sound like a way to make your website pop, it can quickly lead to a chaotic and confusing design. Instead of standing out, you risk creating a visual overload that can turn visitors away.

What to Do Instead:
Opt for a cohesive and calming design that reflects your practice’s brand and tone. Choose a limited color palette that aligns with the feelings you want to evoke in your clients (e.g., calming blues, warm neutrals).

Stick to one or two complementary fonts that are easy to read and consistent across your site. A clean, cohesive design not only looks professional but also helps create a sense of trust and stability, which is crucial for attracting clients in the therapy field.

Checklist:

Does your website have a cohesive color palette that aligns with your brand?
Are you using too many fonts or colors that create visual clutter?
Could simplifying your design make your website more user-friendly?
Does your design reflect the tone and vibe of your practice?

8. Website Trap: "Copying What Other Therapists Are Doing"

Why It’s a Trap:
It’s easy to look at what other successful therapists are doing and think you should do the same. But copying someone else’s website, branding, or content can make you blend into the crowd instead of standing out.

Plus, what works for one therapist might not work for you, especially if your practice or client base is different.

What to Do Instead:
Focus on what makes your practice unique and let that shine through on your website. Identify your niche, your therapeutic approach, and the specific needs of your ideal clients.

Use your website to showcase your unique perspective and what sets you apart from others. Whether it’s through your bio, the services you offer, or the way you connect with clients, make sure your website reflects who you are as a therapist. Clients are more likely to be drawn to authenticity than to a cookie-cutter approach.

💡 Need help clearly identifying your ideal client and niche once and for all?! The Niche and Ideal Client Workbook for Therapists and Coaches

Checklist:

Is your website too similar to others in your field?
Does your website reflect what makes your practice unique?
Are you clearly communicating your niche and therapeutic approach?
Could you make your website more authentic and personalized?

9. Website Trap: "Skipping the Blog, Cuz It's Not Worth the Effort"

Why It’s a Trap:
Some might argue that blogging is too time-consuming or unnecessary for a therapy practice. But skipping a blog means missing out on a valuable tool for building credibility, improving SEO, and connecting with clients.

What to Do Instead:
Consider adding a blog to your website as a way to share your expertise, answer common client questions, and offer valuable insights. Blogging doesn’t have to be a massive time commitment—start with simple, client-focused posts that address common concerns or misconceptions in your field.

Not only does this provide value to your clients, but it also positions you as a knowledgeable, trustworthy professional. Plus, regularly updated content is great for SEO, helping potential clients find your site more easily.

Checklist:

Does your website include a blog to share your expertise and insights?
Are you regularly updating your blog with client-focused content?
Could adding a blog improve your SEO and help clients find you more easily?
Are you using your blog to connect with potential clients and build credibility?

10. Website Trap: "Setting It and Forgetting It"

Why It’s a Trap:
Once your website is up and running, it’s tempting to think the hard work is done and you can just let it be. But a stagnant website can quickly become outdated, which can give the impression that your practice is too.

What to Do Instead:
Treat your website as a living, evolving part of your practice. Regularly update your content, add new testimonials, and refresh visuals to keep it current and relevant.

Consider a periodic review to ensure your site still aligns with your practice’s goals and messaging.

A fresh, updated website shows potential clients that you’re engaged, attentive, and continuously improving your practice. It’s an investment that pays off in the long run by keeping your online presence vibrant and effective.

Checklist:

Do you regularly update your website’s content, testimonials, and visuals?
Is your website still aligned with your practice’s current goals and messaging?
Could refreshing your website help improve your online presence?
Are you treating your website as a living, evolving part of your practice?

Next Steps: How to Keep Your Website on Point

Now that you’ve gone through the common website traps and how to avoid them, it’s time to take action. Here’s what you can do next:

Audit Your Website: Go through each of the checklists provided and assess where your website stands. Identify the areas that need improvement and make a plan to address them.
Prioritize Updates: Not everything needs to be done at once. Start with the areas that will have the biggest impact on your client engagement and work your way through the rest over time.
Consider Professional Help: If you find that your website needs a significant refresh or you’re not sure where to start, consider reaching out for professional assistance.
Whether it’s redesigning your logo, updating your website template, or refining your content, investing in professional help can save you time and ensure your website truly represents your practice.
Keep It Fresh: Make it a habit to regularly review and update your website. As your practice evolves, so should your online presence. Set reminders to check in on your site every few months and make any necessary tweaks.

Ready to take the next step? Remember, your website is often the first point of contact for potential clients—make sure it’s making the best possible impression.

And if you need a little help along the way, whether it’s with design, content, or branding, don’t hesitate to reach out. Your website should be as unique and inviting as the work you do every day.