Has AI Changed How Clients Find Therapists?

I’m seeing an increasing number of posts online where therapists are saying they’ve had fewer client enquiries than usual. While it’s difficult to know whether it applies to most therapists, what we don’t know is whether it’s due to the cost of living crisis, whether AI is changing the way clients find therapists or even if people are turning to AI rather than therapists about their problems.

So when Daragh MacLoughlin, CEO of WebHealer, told me he sees enquiry statistics from thousands of websites, I was keen to know whether he’s noticed a downward trend too.

You can hear his views about what is happening to website enquiries and the role of AI and Google Search in full in the podcast episode below:

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What is changing?

What Daragh said is that undoubtedly Google Search is changing rapidly as it tries to accommodate AI. The trends he has noticed include:

• Some websites that have reliably brought in clients for years are no longer working as well.
• Some newer websites are out-performing others.
• Things are changing fast.

It’s important to note the last point. Change is happening so quickly that no one can give a cast iron guarantee that a particular technique will ensure you get seen.

What matters most?

I expected that Daragh would explain more about AI and SEO. But he had a surprisingly simple message for therapists:

“Is your website useful?”

We can so easily get caught up in thinking we have to find deeply technical solutions.

“We’re in the people business. Technology will change. Human connection won’t.“

But it’s important to remember that we’re writing for humans. Google aims to deliver the most relevant websites it can find to the humans who are looking. It will reward websites that deliver the right answers for people.

For example, saying you offer couples therapy and then having very little on your website that speaks to the problems and solutions couples are looking for will likely make your website less appealing. Whereas if you have information that is relevant to couples looking for therapy, your website is more useful and is more likely to appear when people are searching.

How can you help clients find you?

So in order to make your website useful, think about these three things.

Know who you’re speaking to

If you have a clear idea of the people you’d most like to work with, you’re more likely to know what their concerns are. This means you’re able to speak in their language, using the words that they’ll be typing into Google. You’re immediately more relevant to search engines.

You’ll also be showing people that you understand their problems. You’ll be able to describe their lives and concerns in a way that makes them say “this therapist really gets me”. They’ll be much more likely to book in as a result because you’ll stand out from other generic websites.

If you’re unsure about who you most want to help, I regularly run workshops on exploring your niche. Find out more HERE.

Answer the questions people are really asking

Recently when I was researching finding a therapist, AI recommended a blog to me. It was called “How to Choose a Therapist” and was from a therapist’s website several counties away. Can you imagine how many enquiries that counsellor received as a result of AI recommending their blog to the thousands of people searching for a therapist?

Having blogs or web pages that answer questions that clients are asking will help direct them to your website. Examples include:

• What will therapy be like?
• Can you help someone like me?
• What happens next?

Help people get to know you

Remember, at the end of the day, people are looking for someone they can talk to. They’re not looking for a robot. So be confident in being you and allowing people to make a human connection with you.

You can demonstrate this with:

• Your photos (see my blog HERE on photo tips to get you noticed).
• Allowing your personality to shine through. Tempting though it is to ask AI to write your website, it will need to know your style and who you are before it does. Ken Kelly had useful advice on this in our podcast interview which you can access HERE.
• How you approach therapy and how you believe it helps.

So what should therapists do now?

Many people are threatened by change because it takes away certainty. And with the advent of AI, rapid change is happening. This introduces fear, doubt and uncertainty.

There’s probably only one thing we know for sure at the moment – technology and search will continue to change over the coming months (so much so that when I suggested Daragh revisit the podcast in 2027, he told me he thought that was too long).

So how, as therapists, can we respond in terms of finding clients?

I think the answer lies in what we’ve always done. Using our empathy to listen to clients, learn about their problems and then demonstrate that we understand.

If you can do this on your website, you don’t have to be a technical website expert. Use the words that are relevant to your clients and the technology will do the rest. And if you’d like a few SEO tips, check my podcast episode on Simple SEO to Attract More Counselling Clients.

Remember, the websites that connect with real people and their problems are still the ones most likely to attract clients.

Will this still work in the future?

While AI may be changing how people are searching for therapy, it doesn’t change what people need. They’re still looking for someone they can trust. Showing them that you understand their concerns and can help them is always going to help you find clients.

Frequently Asked Questions

Has AI stopped people looking for therapists?

There’s no evidence that this is happening across the board. Some therapists are receiving fewer enquiries, while others are as busy as ever. Factors such as the cost of living, changes to Google Search and increasing competition may all be playing a part.

Is AI replacing Google Search?

Not entirely, but it is changing how people search for information. Google is introducing AI features into search results, and many people are also using tools such as ChatGPT. That’s why it’s becoming even more important to have a website that answers the questions your ideal clients are asking.

Will AI replace therapists?

AI can provide information and support, but therapy is built on a human relationship. Most people looking for therapy want someone who understands them, listens to them and can help them make sense of their experiences.

Do I need to become an SEO expert?

No. While it’s helpful to understand the basics, your time is usually better spent creating a website that genuinely helps the people you most want to work with. A clear niche, useful content and language that speaks to your ideal clients will always be worthwhile.

What’s the best way to improve my therapy website?

Start by making sure your website answers the questions your ideal clients are asking. Think about who you most want to help, the words they use to describe their difficulties and the information that would reassure them enough to get in touch.

Should I use AI to write my therapy website?

AI can be a useful tool for brainstorming or improving wording, but it shouldn’t replace your own voice. Clients choose therapists because they feel a connection with them. If your website sounds like everyone else’s, that connection is much harder to create.