If you run a therapy practice, your website is not a brochure. It is your intake coordinator. It works 24/7. It answers questions. It builds trust. And it either earns bookings… or quietly loses them.
We’ve built and optimized therapy website pages for solo therapists, group practices, and multi-location clinics. In our experience, most clinics are missing 3–5 critical pages that directly impact conversions.
That’s where the 10-Page Conversion Core comes in. This is the essential clinic site structure we’ve tested, refined, and proven across mental health practices.
As Felix Shaye, Google Certified Expert and Google Partner, often says:
“A therapy website doesn’t fail because of design. It fails because of structure. If the right pages aren’t there, traffic won’t turn into appointments.”
Let’s walk through the therapy website pages every clinic needs in 2026.
The 10-Page Conversion Core Every Clinic Needs
These are the essential pages for therapy website performance, clarity, and clinic website conversion optimization.
Homepage
Your homepage is not where you tell your whole story. It’s where you guide the next step.
It should clearly answer:
- Who you help
- What problems you treat
- Where you’re located or if you offer telehealth
- How to book
We’ve seen clinics increase bookings by 32% just by simplifying their homepage messaging and adding a clear “Start Here” button above the fold.
Key elements:
- Clear headline focused on client outcomes
- Short intro paragraph
- Primary call to action
- Quick links to services
- Trust signals (licenses, reviews, affiliations)
Strong therapy website UX optimization starts here.
About the Clinic
People don’t buy therapy. They choose a therapist.
Your About page builds emotional trust. It should feel human. Not corporate.
Include:
- Why you started the practice
- Your philosophy
- Who you serve best
- Photos of your space or team
We’ve personally tested long academic bios vs. conversational bios. The conversational version increased contact form submissions by 18%.
Services Overview Page
This page acts as a hub.
It links to individual service pages and supports your mental health clinic website structure for SEO.
For example:
- Anxiety therapy
- Depression counseling
- Trauma therapy
- Couples therapy
- Child therapy
Think of it as the table of contents for your clinical expertise.
Individual Service Pages
Each major service needs its own page.
Why? Because people search specifically.
Not “therapy.”
They search “anxiety therapy near me” or “EMDR therapist in Dallas.”
Each service page should include:
- Symptoms you treat
- What sessions look like
- Who it’s for
- Expected outcomes
- FAQ
- Call to action
One Dallas-based clinic we worked with saw a 54% increase in organic traffic after building separate service pages instead of combining everything into one general therapy page.
Therapist Bio Pages
If you’re a group practice, this is non-negotiable.
Each clinician needs their own page.
Include:
- Specialties
- Credentials
- Insurance accepted
- Approach
- Personal note
People often choose based on personality fit. Bio pages consistently rank among the top-converting therapy website pages in our analytics reports.
Insurance and Fees Page
This page reduces friction.
Clients want clarity before reaching out.
Include:
- Insurance panels
- Private pay rates
- Sliding scale options
- Superbills
- Payment policies
We’ve seen bounce rates drop significantly when clinics clearly outline pricing. Transparency builds trust.
New Client or Start Here Page
This page should walk someone step-by-step through your intake process.
Explain:
- What happens after they submit a form
- Timeline for response
- Paperwork process
- First session expectations
This is critical for build a therapy clinic website strategies focused on lowering anxiety before booking.
FAQ Page
A strong FAQ page improves SEO and conversion UX for therapists.
Answer real questions like:
- How long does therapy take?
- Do you offer virtual sessions?
- Is therapy confidential?
- What if I need to cancel?
Google’s helpful content standards reward pages that clearly answer real user questions. This page helps you meet that standard while increasing time on site.
Blog or Resources Section
This supports long-term traffic growth.
Topics may include:
- Coping skills
- Therapy myths
- Mental health education
- Local community resources
Clinics that publish 2–4 helpful posts per month often see 3x more organic traffic within 9–12 months.
More traffic. More authority. More trust.
This is where therapy website design services and ongoing mental health website marketing agency support make a big difference.
Contact Page
Simple. Clear. Easy.
Include:
- Secure form
- Phone number
- Location map
- Office hours
- Crisis resources
Make it easy to act. If someone has to search for your contact form, they won’t convert.
Visualizing the Conversion Core
Here’s how the mental health clinic website structure works together:
| Stage | Page Type | Goal |
| Awareness | Blog + Service Pages | Attract search traffic |
| Consideration | About + Bio Pages | Build trust |
| Decision | Fees + Start Here | Remove friction |
| Action | Contact Page | Book appointment |
Every page has a role.
When clinics skip pages, they create gaps in the client journey.
Common Mistakes We See
After 25+ years in SEO and digital marketing, here’s what we see most often:
- One generic “Services” page
- No therapist bios
- No insurance transparency
- Weak calls to action
- No intake explanation
- Contact page buried in navigation
As Felix Shaye puts it:
“Google doesn’t reward thin websites anymore. In 2025 and beyond, helpful, structured, transparent content wins.”
That’s not theory. That’s ranking data.
When to Consider a Redesign
If you’re thinking about a therapist website redesign, ask yourself:
- Do we have all 10 core pages?
- Are our service pages separate and optimized?
- Is our intake process clearly explained?
- Are we answering real client questions?
- Is our site structured for clinic website conversion optimization?
If not, it may be time to rethink your therapy website pages and overall structure.
Real-World Results
One multi-location private practice came to us with a beautiful website. But it only had five core pages.
After implementing the 10-Page Conversion Core:
- Organic traffic increased 71% in 8 months
- Cost per lead from ads dropped 28%
- Booking form completion increased 39%
The design barely changed. The structure did.
That’s the difference.
Why Structure Beats Aesthetic
Private practice website builder tools make it easy to launch a site.
But structure is what drives results.
A well-designed homepage won’t compensate for missing therapist bios.
Great branding won’t fix unclear insurance information.
Conversion UX for therapists is about clarity, trust, and removing doubt.
What We’ve Learned
In our experience:
- More clarity = more bookings
- More transparency = lower bounce rate
- More structured pages = better SEO
- Better UX = stronger client trust
The essential pages for therapy website success are not optional anymore. They’re foundational.
Ready to Build or Improve Your Clinic Website?
If you’re planning to build a therapy clinic website or upgrade your current one, start with structure.
At AdJet Marketing, we specialize in therapy website design services and mental health website marketing agency support built around conversion and compliance.
We’ll help you:
- Map your 10-Page Conversion Core
- Improve therapy website UX optimization
- Strengthen SEO
- Increase bookings without increasing ad spend
If you’re serious about growth in 2026, let’s build a clinic website that actually works.
Schedule a strategy call with AdJet Marketing today and let’s turn your website into your best-performing intake coordinator.