What potential clients are really looking for on your therapy website

Reaching out for therapy, coaching, or counselling takes courage. Before a potential client picks up the phone or sends an email, they'll almost certainly visit your website first. So what are they actually looking for — and is your website giving it to them?

They want to feel like they've found the right person

Above everything else, people want to feel understood. They want to read your website and think, "Yes — this person gets what I'm going through." That means your copy needs to speak directly to the people you help, using language that resonates with their experience rather than clinical terminology.

A photo of you makes a real difference

A warm, genuine photo of you is one of the most important elements on your website. Therapy and coaching are deeply personal, and clients want to feel some sense of connection before they reach out. A professional-looking photo helps them feel safer about taking that first step.

Studies suggest that people decide within seconds whether a website feels trustworthy. First impressions are shaped by design, tone, and imagery — long before anyone reads the detail.

They want to know how to work with you

Practical information matters too. Clear details about your fees, how sessions work, whether you offer online or in-person appointments, and how to get in touch all reduce the friction that can stop someone from reaching out. Remove as many unknowns as you can.

They're looking for reassurance about your credentials

For many people, it's important to know that you're qualified and accredited. Mentioning your professional membership (BACP, UKCP, ICF, and so on) and any relevant training builds confidence and shows you take your practice seriously.

A simple, easy-to-navigate website

If someone has to hunt around to find basic information, they're likely to leave. Your website should be calm, clear, and easy to move through — just like a good session.

• A clear homepage that explains who you help and how

• An about page that gives a genuine sense of who you are

• Easy-to-find contact details or a booking link

• Mobile-friendly design — most people will visit on their phone

The good news is that none of this has to be complicated. A thoughtfully designed website covers all of this — and leaves potential clients feeling ready to reach out.

Wondering if your current website is doing all of this well? Let's take a look together.