9 Therapist Website SEO Mistakes That Are Costing You Clients
Thirteen years ago, when I was looking for a therapist for the very first time, I didn’t know much about SEO (honestly, I didn’t know it even existed). I started with a directory, narrowed it down by location (online therapy wasn’t a thing yet), and clicked through a bunch of plain, uninspiring websites.
Most of them felt… empty. Stock photos of pebbles, vague lines about “navigating life transitions,” and absolutely no clear sense of who the therapist was or whether they could actually help me. In the end, I picked the one who seemed grounded and kind in their photo — not because the website convinced me.
Fast forward to now, and I can tell you with 100% certainty: your website has the power to win or lose clients before they ever meet you. It’s not just about being pretty; it’s about being findable and trustworthy. And if you’re making these SEO mistakes, chances are you’re invisible to the very people who need you most.
Let’s fix that.
Mistake 1: Only Having a Generic “Services” Page
This is the number one SEO mistake I see on therapist websites. Everything gets shoved under one big “Services” tab, like a closet you keep stuffing things into. To Google, this is a nightmare: it doesn’t know what the page is actually about, so it won’t rank it for anything specific. To clients, it feels vague and overwhelming — they want to see their problem named clearly.
👉 Example: a page titled “Counseling Services” versus one titled “EMDR Therapy in Warsaw.” The second one speaks directly to someone searching for EMDR in your city. The first one? It just gets lost in the noise.
The fix: Give each service its own page. Every page should target one main keyword and speak directly to the client looking for that help. It’s not “extra work.” It’s how you get found for the services you actually want to provide.
Mistake 2: Ignoring Keywords (or Guessing the Wrong Ones)
Therapists are trained in clinical language, but here’s the thing: your clients aren’t searching for “psychodynamic psychotherapy modalities.” They’re searching for “anxiety therapy near me” or “couples counseling in London.” See the difference?
If you’re guessing at keywords (or worse, not using them at all), you’re making Google’s job harder and your client’s path to you longer. And no, stuffing “therapy therapy therapy” into your copy isn’t the answer either.
The fix: Do some basic keyword research. Tools like Ubersuggest, Answer the Public, or even Google autocomplete can show you what real people type when they’re ready to book. Use those words — the ones your clients actually use — in your titles, headings, intros, and FAQs. You’ll sound more relatable and rank better.
Not sure how to structure your pages?
Grab my free SEO Blueprint for therapists—it has page-by-page templates you can copy.
Mistake 3: Forgetting About Location
One of the most common errors: a beautifully written website that never actually says where you are. To Google, that’s like trying to send mail without an address — it has no idea where to deliver your results. And when potential clients search “therapist near me”, your site won’t even be in the running.
The fix: Work your city (and neighborhood if relevant) into your homepage, service pages, and meta descriptions. Even just one mention in the first 100 words of a page makes a big difference. “I offer trauma therapy in Warsaw” is way more effective than “I help people heal.”
Mistake 4: No Blog (or the Wrong Kind of Blog)
Blogs aren’t just for lifestyle influencers. They’re one of the best ways to build trust and authority as a therapist. The mistake? Either not blogging at all, or writing content for colleagues instead of clients. Your potential clients don’t want a peer-reviewed essay — they want clear answers to the questions keeping them up at night.
The fix: Write blog posts that answer real client questions. Think: “Does CBT Work for Panic Attacks?” or “What Is EMDR Therapy?” Each blog post should link back to a related service page (your “hub”), which tells Google you’re an authority in that area. Over time, this strategy builds a network of content that attracts clients and improves rankings.
Mistake 5: Weak or Missing Meta Titles & Descriptions
Your meta title and description are what show up in Google search results. Too often I see therapist websites with the default “Home | Squarespace” or a vague “Welcome to My Website.” That’s wasted space — and it doesn’t give clients any reason to click.
The fix: Write meta titles and descriptions that use keywords and invite action. Example: “Anxiety Therapy in London | Compassionate CBT Counseling” is specific, clear, and click-worthy. Keep your meta description under 160 characters and make it client-centered: “Helping adults manage anxiety and stress with CBT therapy in London. Book a consultation today.”
Mistake 6: Ignoring Google Business Profile
This one is huge. Many therapists skip setting up a Google Business Profile (formerly Google My Business), but it’s often more powerful than your actual website in local searches. When someone types “therapist near me”, Google shows maps results first — and that’s where your profile lives.
The fix: Claim your profile, add your services, upload photos of your office, and write a short, keyword-friendly description. Encourage happy clients (ethically and within your professional guidelines) to leave reviews. A handful of good reviews with keywords can skyrocket you in the rankings — sometimes faster than your site can.
Mistake 7: Clunky Design That Hurts SEO
You could have the best-written content in the world, but if your site loads slowly, looks messy, or breaks on mobile, people will bounce. And Google notices. A high bounce rate tells the algorithm your site isn’t user-friendly, which hurts your rankings.
The fix: Keep your design clean, calming, and mobile-first. Compress images so they load fast. Use clear, readable fonts. Think of it as designing a digital therapy room: inviting, comfortable, and safe.
Mistake 8: No Clear Calls to Action
Here’s the part so many therapists miss: SEO brings people to your site, but if you don’t tell them what to do next, they’ll just leave. A “Contact” link buried in your footer isn’t enough.
The fix: Add clear, friendly CTAs throughout your site. Examples: “Book a Free Consultation,” “Request Availability,” “Schedule a Call.” Place them on your homepage, service pages, and even at the end of blog posts. Make it easy and obvious to reach out.
Mistake 9: Not Tracking What’s Working
Finally, the hidden mistake: flying blind. Many therapists set up their website and never check how it’s performing. That’s like never checking in with a client to see if the sessions are helping.
The fix: Install Google Search Console (free). It shows you what keywords people typed before finding you, how often you show up in search, and which pages get clicks. Use this data to refine your site. If you notice people are searching “ADHD therapy for adults in London,” but you don’t mention it, that’s a perfect opportunity to add it to your service page or write a blog post.
Conclusion
Most of these SEO mistakes are easy to fix. But together, they can keep your therapy website invisible — even if you’re an amazing therapist with so much to offer.
The bottom line: your website doesn’t need to be complicated. It just needs to be clear, client-friendly, and optimized for the way people actually search.
✨ Want a shortcut? My Therapist Website Templates already have SEO foundations built in — service page structure, blog layouts, and keyword-friendly design. Or, if you’d like more personalized support, check out my Squarespace SEO services.
Your future clients are already searching. Let’s make sure they find you.
Read more about SEO for Therapists here:
