Your homepage gets someone interested. Your services page is where they decide whether you are the right person for what they are going through.
It is also one of the pages therapists find hardest to write. It is tempting to list every training course, every approach and every issue you have ever worked with, just in case. The result is often a long page that says a lot and helps very little.
We build websites for therapists, and the services page is where we most often see visitors get stuck. Below is a practical checklist. No rankings. No traffic claims. Just the checks that help the right client recognise themselves and get in touch.
What a services page is for
A services page has one job: help a visitor answer “is this for me?” and then show them what to do next.
That means it should describe the help you offer in the words a client would use, not only the words you would use with a supervisor. “Support with anxiety, low mood and big life changes” lands faster than a list of modalities.
Six concrete checks
Open your services page on your phone and read it as a stranger would. Score each check as clear, fuzzy or missing.
1. Each service has a plain-English name
“Counselling for adults”, “Couples counselling”, “Clinical supervision”, “Online sessions”. If a visitor needs to know what CBT or EMDR stands for to understand your offer, add a short line explaining it.
2. Each service says who it is for
One or two sentences per service: the people and situations it suits. This helps the right person lean in and lets the wrong person move on kindly, which saves both of you an awkward first email.
3. Each service says what it looks like in practice
Session length, how often, in person or online, short-term or open-ended. A visitor should be able to picture the first few weeks.
4. Fees are on the page or one tap away
You do not have to put prices next to every service, but visitors should not have to hunt. A clear “See fees” link, or a short line such as “Sessions are £60 for 50 minutes”, answers the question most people are too polite to ask by email.
5. There is a next step after every service
A short “Get in touch about counselling” link or button after each section means nobody has to scroll back to the top. Keep the wording the same as your main enquiry button so it feels like one path, not several.
6. The page matches how you work now
Services you no longer offer, a group you stopped running, or a room you moved out of all quietly undermine trust. If something has changed, update the page the same week.
How long should each section be?
Long enough to answer who, what and how. For most therapists that is three to six sentences per service. If you have a lot to say about one service, give it its own page and link to it from the main services page, so the overview stays easy to scan.
Common trips we see
One long list of issues. Anxiety, depression, grief, trauma, stress, relationships, self-esteem and twenty more, all in one paragraph. Group them, or pick the areas you most want to work with and say those clearly.
Modalities first, people second. Visitors rarely search for a modality. They search for help with what they are going through. Lead with that, then explain your approach.
No difference between services. If individual and couples work sound identical, visitors cannot choose. Say what is different about each.
A dead end at the bottom. A page full of useful detail that ends without a contact link. Always finish with an invitation.
What clients say about getting this right
David Monks, a psychotherapist and counsellor, put it well in his review: “All clients have presenting issues in mind when they begin the search for the right person to support them.” A clear services page is where that search gets its answer.
A rewrite, not a redesign
Most services pages can be fixed in an afternoon with a notepad. Name each service plainly, add who it is for and what it looks like, link to fees, and finish each section with a next step.
If you already have a managed website with us, you can make these edits yourself, and we are happy to help if you would like a second pair of eyes. If your current site makes it hard to lay out your services clearly, tell us what you offer and who you help, and we can talk through a structure for a new or rebuilt website.
Short answers
Should each service have its own page?
If you offer several quite different services, yes, with a short overview page linking to each. If you offer one or two, a single well-organised page is fine.
Do I need to list every issue I work with?
No. Name the main areas clearly. A shorter, honest list is more reassuring than a long one.
Should I explain my approach on the services page?
Briefly. One or two sentences per service is enough, with a link to your About or Approach page for more.
Where should the services page sit in the menu?
Near the start, usually straight after Home or About, so visitors find it without hunting.
Thanks for reading. May your next visitor read your services page and think, “Yes, that is what I need.”