What should a therapist's website include?

Clear information about your qualifications, accrediting body (BACP, UKCP, or equivalent), and areas of specialism, since a visitor deciding whether to trust you with something personal checks this first. A calm, unhurried tone throughout, not sales language, which feels wrong in this context and can put people off entirely. A simple, private way to make first contact that does not feel like committing to anything. And clarity on practical basics: session length, cost, whether you offer online sessions.

How much does a website cost for a therapy or counselling practice?

A fixed-price site for a sole practitioner or small practice, with a handful of pages covering specialisms, approach, and contact, typically costs less than most therapists expect. At Lucent, a five-page site is £1,297, live within ten working days, enough for most individual practitioners' full site.

Should a therapist's website mention pricing?

Generally yes, even a range. Uncertainty about cost is itself a source of anxiety for someone already nervous about seeking help, and hiding the price rarely makes someone more likely to enquire, it usually just adds a barrier. A clear session cost, or a clear explanation of what affects it, removes one more reason to hesitate.

What tone should a therapy website use?

Calm and direct, never persuasive in the way a typical business website is. Phrases that would work well selling a product, "book now", "limited availability", read as jarring or even off-putting in this context. The job of the copy is to sound like a competent, trustworthy person who is genuinely available to help, not to close a sale.

Journal · Strategy

Website design for therapists and counsellors: earning contact from someone anxious

David Domingos 15 July 2026 6 min read

Almost nobody researches a therapist the way they research a plumber or a web designer. The decision to make contact is itself a difficult step, often taken while anxious, and the website is where that step either becomes possible or does not happen. Website design for therapists is less about persuasion and more about making contact feel safe.

Qualifications and accreditation, stated plainly

Before anything else, a visitor wants to know you are properly qualified and regulated. Your accrediting body (BACP, UKCP, BABCP, or the relevant equivalent), your training, and your areas of specialism should be stated clearly, without burying them in an “About” page nobody scrolls to. This is the same trust-first structure that works in any health-adjacent field, we cover the same principle in depth for aesthetics clinics, where the buyer is trusting a named professional with something personal.

Tone matters more here than almost anywhere else

Standard business website copy, urgency, calls to action, limited-time framing, actively works against a therapy practice. A visitor deciding whether to reach out needs the site to sound calm, patient, and genuinely available, not like it is trying to close a sale. This is a rare case where less persuasive copy converts better, because the persuasion itself reads as a red flag in this context.

Remove the practical unknowns

Cost, session length, whether sessions happen online or in person, how booking actually works. Each unanswered practical question is one more reason for an already-hesitant visitor to close the tab rather than make contact. Answering them plainly, even where the honest answer is “it depends, here is roughly why,” removes friction at exactly the point where friction matters most.

What it costs

A five-page site, enough for most sole practitioners’ full needs, specialisms, approach, about, contact, and an optional FAQ page, is £1,297, live within ten working days. Full pricing detail is in how we price in pounds.

Where to start

If your current site feels more like a business card than a safe first point of contact, that is worth fixing. The same trust-before-persuasion approach applies to healthcare businesses more broadly and to aesthetics clinics specifically. See how we build small business websites, or book a free, no-obligation call to talk through what your site needs.

Common questions

What should a therapist's website include?: Clear information about your qualifications, accrediting body (BACP, UKCP, or equivalent), and areas of specialism, since a visitor deciding whether to trust you with something personal checks this first. A calm, unhurried tone throughout, not sales language, which feels wrong in this context and can put people off entirely. A simple, private way to make first contact that does not feel like committing to anything. And clarity on practical basics: session length, cost, whether you offer online sessions.
How much does a website cost for a therapy or counselling practice?: A fixed-price site for a sole practitioner or small practice, with a handful of pages covering specialisms, approach, and contact, typically costs less than most therapists expect. At Lucent, a five-page site is £1,297, live within ten working days, enough for most individual practitioners' full site.
Should a therapist's website mention pricing?: Generally yes, even a range. Uncertainty about cost is itself a source of anxiety for someone already nervous about seeking help, and hiding the price rarely makes someone more likely to enquire, it usually just adds a barrier. A clear session cost, or a clear explanation of what affects it, removes one more reason to hesitate.
What tone should a therapy website use?: Calm and direct, never persuasive in the way a typical business website is. Phrases that would work well selling a product, "book now", "limited availability", read as jarring or even off-putting in this context. The job of the copy is to sound like a competent, trustworthy person who is genuinely available to help, not to close a sale.