The most effective way for a therapist to stand out online is to let prospective clients see the person they will actually be sitting across from. That means a real photo of your face, a glimpse of the space where you work, and words that sound the way you speak, so that someone comparing a dozen profiles can already sense what a session with you might feel like.
Why do so many therapist websites blur together?
I have looked at hundreds of therapist websites over the years, and a remarkable number of them leave me with no sense at all of what it would be like to sit across from that person, whether in an office or on Zoom. The stock photos of still lakes, the lists of modalities, and the careful neutral language are each reasonable choices on their own, but together they make one practice nearly indistinguishable from the next. A prospective client in the middle of a search is usually comparing several profiles at once, and when they all sound alike, the decision comes down to chance.
What happens when your website doesn't match who you are?
Before a marketing consultation with a therapist a while ago, I did what any prospective client would do and looked him up. His website was dark, with images of the brain and bright neon type, and I came away picturing a technical, neuroscience-minded person who might be more at ease with data than with conversation.
When he joined our call, the person on my screen was someone else entirely. He sat in a minimalist office filled with plants, with simple Buddhist art on the wall and soft daylight falling in from a nearby window. His presence was calm, and he spoke slowly and with real mindfulness. Within a few minutes he told me he was struggling to find clients.
It was not hard to see why. Everything that would draw the right client to him, his steadiness, his warmth, and the peaceful room he had created, was invisible online. His Zoom background was already part of his brand and his actual presence was his greatest asset, yet his website was telling a different story to the very people who would have loved working with him.
What should a therapist show on their website?
Clients want to work with you, not with a logo or a color palette, and you can stay entirely professional while still letting people see a slice of who you are:
A recent, well-lit photo of your face in which you look the way you do in session
Photos of your office, or of the space you see clients from on video
An about page written in your own voice, as if you were speaking to a client in a first session
A plain-language description of how you work and what a session feels like, beyond the names of modalities
One or two personal details you are comfortable sharing, such as what grounds you outside of work
How personal is too personal?
You set your own comfort level, and nothing obliges you to share anything about your family, your history, or your life beyond the therapy room. What matters more than disclosure is consistency. If your sessions feel gentle and spacious, your website should feel gentle and spacious too, and if you bring humor and directness to your work, let that come through in your writing. The goal is that a client who books with you meets the same person they encountered online.
Is your Zoom background part of your brand?
For many therapists who work remotely, the background on screen is the only physical space a client ever sees, which makes it as much a part of your brand as your website. Choosing and arranging that space deserves its own attention, and I will be writing about it in a coming post.
If you suspect your online presence is telling a different story from the one your clients experience with you, a Golden Hour is a one-hour brand strategy call where we look at that gap together and find practical ways to close it.
Frequently asked questions
Should therapists put their photo on their website?
Yes. A clear, recent photo lets a prospective client begin to imagine sitting with you, and that sense of connection is often what moves someone from browsing profiles to booking a consultation.
What should a therapist write on their about page?
Write it in your natural voice, describe who you work with and how you work in plain language, and include something about what you value, so the reader can sense your presence rather than only your credentials.
How can a therapist stand out on Psychology Today?
Use a warm, recent photo, open with a sentence that speaks directly to the experience of the client you serve best, and describe what working with you feels like instead of listing every modality you are trained in.
Is it unprofessional for a therapist to share personal details online?
Not when the details are chosen thoughtfully. Sharing a value, an interest, or a view of your workspace can build trust, while anything about clients or deeply private matters should always stay offline.
Lizzie's recommendations
Show your face. Show your office space. People want to work with YOU.
Clients are comparing profiles and it's hard to tell them apart. Standing out means showing a slice of who you are, a professional version, with your own comfort level on personal details.
I've seen hundreds of therapist websites that leave me with zero sense of what it would be like to sit across from this person on Zoom.
Story: before a marketing consultation with a therapist, I looked him up. His website was dark, with brain imagery and neon font, so I expected a techy neuroscience guy. On Zoom he had a minimalist office, plants, simple Buddhist art, bright window light. His presence was calm and he spoke mindfully. He told me he was struggling to find clients. His Zoom background was part of his brand and his real presence was his true self, but his online presence didn't match it.
Related
Pairs with the Zoom background posts.
