Clients often struggle to find the right therapist online. In this blog, website designer and SEO specialist John Garewal of Verum Design explains how people actually search, why websites matter, and simple steps therapists can take to improve their visibility – without getting technical.
When you’ve worked in therapy for a while, it’s easy to imagine clients simply “find someone” online. But as John discovered when he searched for a therapist himself, the process is far more confusing – and often emotionally loaded.
In this blog, taken from our podcast conversation, we explore why your website matters more than you think, how Google decides what to show people, and some small steps you can take to gently improve your online visibility.
To listen to the conversation in full, you can access the episode here:
If you would like to subscribe to the podcast, click here.
What John Learned When He Tried to Find a Therapist
John spent years working in publishing and digital marketing, so he’s used to navigating the online world.
But even he found searching for a therapist overwhelming:
- Hundreds of names
- Many sounding the same
- Endless directories
- Adverts for BetterHelp popping up everywhere
What helped him make a decision wasn’t a fancy feature – it was the therapist’s website.
“It was the person. How they came across. How they talked about the people they had helped.”
A website made it easier to connect with the therapist before reaching out. It also lowered the emotional barrier to making that first contact.
Do All Therapists Need a Website?
John’s answer was nuanced:
- No – not everyone needs one
- If you’re full through a group practice or steady referrals, you may not need the extra expense
- But if people Google your name (including BetterHelp clients), a website helps them trust you
A simple, well-structured website can give you credibility and help people understand what working with you might feel like.
What SEO for Therapists Actually Means – Without the Jargon
SEO simply means helping Google understand who you help and where you are so it can show your website to the right people.
For example, when someone searches “anxiety therapist in Portsmouth,” Google looks for:
- A relevant website
- A relevant location
- A trustworthy business
- A good user experience
Most people never scroll onto page two, so being findable locally is what matters most for therapists.
Small Steps That Improve Your Visibility
John offered several approachable changes – no coding, no tech skills needed:
1. Set up your Google Business Profile
It’s free and it’s the foundation of local search.
2. Make your About page strong
People Google your name + area.
Make sure you appear.
3. Create specialty pages for your niche
Examples:
- Anxiety Therapy in Liverpool
- Trauma Counselling in Bath
These pages help Google understand your work, and they help clients feel seen.
4. Use headings properly
Not bold text – real H1, H2, H3 headings.
5. Keep images small and well-labelled
Your site will load faster and be easier to find.
6. Blog if you enjoy it
Google loves new content, but only if blogging feels manageable.
7. Make contacting you easy
A clear button.
A simple form.
A gentle invitation.
How to Know When Your Website Needs Updating
Websites age – just like tech and phones do.
John suggests that after about five years, a site may start to feel dated or fall behind current standards (like mobile performance or Schema for AI).
If your site feels slow, unclear, or clunky on a phone, it may be time to refresh.
One Thing You Can Do This Month
John couldn’t pick one … so he picked three:
- Choose one small improvement to help Google understand your site
- Write clearly for your ideal client – the person you’re best placed to help
- Make contacting you as easy and safe as possible
If you’d like support implementing this, John’s full SEO session is available inside Therapy Growth Group – alongside guides, templates and help with writing your website.