Spoiler alert – most of these strategies will work for you even if you’re
NOT a therapist or coach, so keep reading even if the work you do
doesn’t fit into those categories!
Thanks to Maire O’Sullivan for this blog, she really does take the stress and overwhelm out of building a website.
Help clients know you’re the right fit for them
Do you want to give a great first impression to clients who visit your
website so that they know why you’re the right fit for them?
There’s no time like the present to get started when it comes to
building client trust, but not knowing where to start can really hold you
Consider me your fairy (web design) godmother…
With the 4 actionable strategies in this post, you’ll be well on your way
to showing clients exactly why they should choose you (and you can
use a lot of these tips in your social media content as well as on your
1: Help them connect with you
Even if you’re camera-shy, you need to have at least a headshot of you
on your website. As a small business owner, people will gravitate
towards you if they feel like they have a (positive!) sense of the person
behind the business.
That’s even more important if you are a therapist or coach – your
clients need to get a sense of who you are and what you stand for if
they are going to feel safe enough to open up and trust you.
A photo of you can go a long way to building rapport. Bonus points if
you have links to podcasts or videos on your site so they can hear
2: Add Social Proof
It’s one thing if you are telling me you’re the best thing since sliced
Rocky Road cake, but I’ll trust you a lot more if someone else is singing
Client testimonials carry more weight than twenty-five paragraphs
where you tell me you’re kind, patient, etc.
Make sure to include reviews and testimonials on your Home Page,
About Page (the two most visited pages on your website) and on any
“Work with Me” pages.
Another (often overlooked) place to share testimonials is on your
Contact Page – it just might be the evidence they need to get in touch
with you and find out more about how you can help.
If you work in a really sensitive area, it may not be ethical to share
client names or to ask for testimonials, but that doesn’t mean you
can’t help potential clients to picture themselves working with you.
Instead you can write case studies about themes you regularly help
clients deal with or blog posts that give a deeper understanding of the
work that you do.
This matters because if someone is trying to choose a service provider
it can help them to picture what it might be like to work with you and
the type of outcomes they might be able to achieve.
3: Share Your Wisdom
It can be tempting to spend hours in Canva creating pretty graphics
for social media featuring quotes from other thought leaders in your
field, like Brené Brown.
But if you find yourself doing this repeatedly, you might be missing a
Instead, by taking snippets from your own blog or sharing helpful tips
about issues your audience may be experiencing, you are helping
potential clients to see the value of working with you.
I highly recommend writing articles (blogs) on topics that interest your
audience because not only is it helpful for them, it can also help your
website get found on search engines.
People get really flustered sometimes when it comes to blogging, so
here’s a simple idea you might like to try:
A few years ago I bought a book at a book fair because I met the author
in person. When I got home and read it I loved it, so I wrote to her and
asked if I had permission to write about it on my blog.
She sent me cover images and it was a win for both of us – I was
sharing helpful information and she made some book sales!
4: Don’t hide your light under a bushel
Imposter Syndrome can kick in when it comes to talking about the
magic of what you do.
Sometimes you need another set of eyes on your business to help you
to uncover the benefits of working with you.
That might be a business coach, your peers, your supervisor or your
I remember working with one therapist and she hadn’t realised that
she fit the criteria for accreditation from her membership body.
She filled in a simple application form and was able to get a logo from
the body to display on her website, showing that she was working to
ethical standards and had a certain level of experience and
Without blowing her own trumpet, having that accreditation helped to
give clients a sense of her professionalism.
Here are some examples of things that demonstrate your credibility
that you might have overlooked:
● Things you’ve learned from real-life, first hand experience of
working with clients
● Talks or workshops you’ve delivered
● Podcast interviews you’ve done
● Guest articles that have been featured in the press or on other
● Being nominated for, or winning an award
And of course if you have no such examples (yet), now you have a plan
Your website is not the place to be shy about sharing what you
People want to feel reassured that you are competent and
confident about how you can help them.
Equally important, if there are themes or issues that are outside the
scope of your expertise, it can build trust when you are open about
that – it shows that you work in an ethical way.
If you are regularly attending supervision and upskilling by doing CPD
(Continuous Professional Development) or undertaking further
training related to your field make sure to update your website so it
Tips for an Effective Coaching or Therapy Website
If you are just starting out, you are probably still finding your feet when
it comes to your niche.
One of the biggest mistakes I see is copying the layout other
therapists and coaches use, even if they work with a completely
different niche, or work in a different way to you!
Instead, I recommend nailing down what you offer. This can be quite
simple and if you choose the right platform, your website can expand
as your business grows.
I have a very affordable workshop that can help you to plan your
content for your coaching or therapy website. Whether you choose to
DIY your website or work with a designer it will help you get started on
the right foot.
When your business is more established, working with a web designer
can help you to build a strategic website that meets your business
A great therapy or coaching website is so much more than beautiful
fonts and nice photos!
It’s about showcasing your expertise and credibility and positioning
you as the right fit for the clients you can help.
Here are a couple of blogs that you might find helpful if you are
starting out on your website journey:
The Complete Beginner’s Guide to Starting a Successful Coaching
One Thing Every Coaching or Therapy Website Needs
Why Web Design is Important – Coaching Website Best Practices
I hope you found this article helpful – and if you have a question I
haven’t answered, please don’t be shy – pop me a message, I’d love to
hear from you!
About the author
Marie O’Sullivan is a web designer who helps small business owners
(many of whom are therapists and coaches) to build websites that
align with their vision for their businesses.
She’s patient, approachable and has an Honours Business degree in
her back pocket, so even though she doesn’t bamboozle you with
techy talk, you can rest assured that she knows what she’s on about.