SEO for therapists and counsellors
People searching for a therapist are often taking a difficult first step. They want to know you understand their problem, that you're qualified and that getting in touch will be easy. A website that shows this clearly can rank well without any hard selling.
Last updated · By the XKey team
How do clients search for a therapist?
- By problem and place: "anxiety counselling Blackpool", "couples therapy Lancaster", "bereavement counsellor near me".
- By type of therapy: "CBT therapist Preston", "EMDR therapy Lancashire".
- Online: "online counselling UK", "therapy over Zoom" – searches you can win from anywhere in the country.
- By cost: "how much does counselling cost", "low cost counselling".
Create a page for each main issue or therapy you work with, written in warm, plain language, and mention where you see clients in person. Find more searches with the keyword generator.
What should a therapist's website include?
- Your qualifications and membership of a professional body such as BACP, UKCP or BABCP, with a link to your register entry.
- A real photo and a short, human "about me".
- Fees, session length, and whether you offer concessions or online sessions.
- What the first session is like and how to book it.
- Answers to common worries: confidentiality, how many sessions people need, what if it doesn't feel right.
These pages build the trust Google looks for on health topics – see E-E-A-T.
Do therapy directories help with SEO?
Yes. Directories such as Counselling Directory, Psychology Today and your professional body's register often rank highly for therapy searches, send real enquiries and link to your site. Keep your details identical everywhere – see business directory listings.
How do I handle reviews and privacy?
Many professional bodies discourage asking clients for testimonials, so check your ethical framework first. A Google Business Profile still helps local searches even with few reviews. Never reply to a review in a way that confirms someone is a client. If you work from home, you can hide your address and show a service area instead.
Frequently asked questions
Should a therapist blog?
Articles that answer questions clients ask – what happens in CBT, how to support a partner with anxiety – can rank and show your approach. Keep them accurate and avoid giving clinical advice to individuals.
Is it worth targeting online therapy searches?
Yes, if you offer online sessions. They're competitive nationally, so pair them with specific issues or approaches you specialise in.
Can I use Google Ads for therapy?
Yes, but health advertising has extra rules, so check Google's policies. SEO and directories bring steady enquiries without paying per click.
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