What Your Website Homepage Should Actually Say
Your homepage has one job: help the right person understand that you can help them, and show them what to do next.
That’s it. Not impress them with your credentials. Not explain your entire therapeutic philosophy. Not list every service you’ve ever offered.
When someone lands on your homepage, they’re asking three questions: Is this person for me? Can they help with my problem? What do I do next?
If your homepage doesn’t answer those questions in the first few seconds, they’re gone.
The hero section.
The top of your homepage - what people see before they scroll - is prime real estate. Most therapists waste it.
What I see constantly: a stock photo of stacked rocks, the therapist’s name in giant letters, and a tagline like “Healing Starts Here” or “Begin Your Journey.”
That tells a potential client nothing.
Instead, your hero section should include: A headline that speaks directly to your ideal client’s pain or desire. A subheadline that hints at transformation. A clear call-to-action button.
Example: Headline: “Exhausted by anxiety that won’t quit?” Subheadline: “Therapy for high-achievers who are tired of white-knuckling through life.” Button: “Schedule a free consultation”
In five seconds, someone knows if this is for them.
Stop leading with credentials.
I know you worked hard for those letters after your name. But “Jane Smith, LMFT, LPC, NCC, EMDR-Certified” means nothing to someone who just Googled “therapist for relationship issues.”
Your credentials matter - but they’re not the headline. Put them in your about page or footer. Lead with what you do for people.
Services - keep it simple.
If you offer individual therapy, list it. If you offer couples, list it. If you offer intensives, list them.
Don’t make people hunt for what you offer or how to work with you. And don’t list 15 different specialized services unless you genuinely want to fill your calendar with all 15.
The call-to-action.
Every section of your homepage should point toward one thing: getting them to take the next step.
That might be “Schedule a consultation.” It might be “Send me a message.” Whatever it is, make it clear and repeat it multiple times throughout the page.
Don’t make people scroll to the bottom and search for how to contact you. The button should be visible constantly.
A note on design.
You don’t need a fancy website. You need a clear one.
Clean, readable font. Enough white space. A photo of you (yes, a real photo - not a logo). Easy navigation.
Squarespace, Wix, or any simple platform is fine. A confused user on a gorgeous website will still leave.
The Playbook has a full chapter on website copy that converts. Grab it here: https://a.co/d/g6bBKPZ