Not all website designers understand the therapy space, and the difference between a generic designer and one who specializes in counselling practices is the difference between a pretty site and one that actually books clients.
If you’re shopping for a designer or considering a website refresh, here’s what to prioritize, what to ask, and what red flags to watch for.
They Understand Client Psychology, Not Just Design Trends
A good therapist website designer knows that your ideal client is often anxious, overwhelmed, or skeptical when they land on your site. They’re not browsing for fun. They’re making a vulnerable decision.
That means the design choices, from colour palettes and imagery to how the copy flows down the page, need to reduce friction and build trust at every scroll. A designer who specializes in therapy practices will instinctively create layouts that feel calming and clear rather than corporate or chaotic.
What to ask: “Can you show me examples of therapy or counselling websites you’ve designed? What conversion rates did those sites achieve?”
They Build for Conversions, Not Just Aesthetics
A beautiful website that doesn’t convert is an expensive business card. The right designer will talk about call-to-action placement, booking flow optimization, and how the page structure guides visitors toward scheduling, not just fonts and colour choices.
I recently covered the most common conversion killers on therapy websites in Why Most Therapist Websites Don’t Convert. A designer worth hiring should be able to identify and fix every issue on that list.
What to ask: “How do you approach call-to-action placement? What does your process look like for optimizing a page for bookings?”
They Know the Booking Platforms
If you use JaneApp, TherapyPortal, or another practice management platform, your designer needs to understand how those tools integrate with your website. This includes everything from embedding booking widgets to configuring conversion tracking in Google Analytics so you can actually measure which pages and traffic sources are driving new clients.
A designer unfamiliar with these platforms might build a gorgeous site that breaks the booking flow, sends clients to a confusing intake form, or makes it impossible to track where your leads are coming from.
What to ask: “Have you worked with JaneApp (or your specific platform) before? How do you handle booking integration and conversion tracking?”
They Plan for SEO From the Start
SEO for therapists isn’t something you bolt on after a website is live. The site’s structure, URL hierarchy, page speed, heading tags, and content strategy all need to be considered during the design process, not as an afterthought.
A therapist website designer who understands SEO will build dedicated pages for each service you offer, structure your site to rank for local search terms, and ensure the technical foundation supports long-term organic growth.
What to ask: “How do you handle SEO during the design process? Will I get dedicated pages for each of my services and modalities?”
They Provide Ongoing Support, Not Just a Handoff
Your website isn’t a one-time project. You’ll need to update your copy, add new services, refresh your blog, and respond to changes in how potential clients search for therapy online. A good designer offers a relationship, not just a deliverable.
Look for someone who provides post-launch support, can manage your Google Ads and SEO alongside your site, and will proactively suggest improvements based on your analytics data.
What to ask: “What does your post-launch support look like? Do you offer ongoing marketing services?”
Red Flags to Watch For
Be cautious of designers who use only templated designs with no customization, can’t show you therapy-specific portfolio examples, don’t mention conversions or booking optimization during the sales process, quote without asking about your practice or target clientele, or have no plan for mobile responsiveness. Any of these should give you pause.
Ready to Work With a Designer Who Gets It?
At Marketing Well, I exclusively work with therapy and counselling practices across Canada. I don’t just build websites. I build client acquisition systems, from web design and landing pages to Google Ads and SEO, all tailored to how therapy clients actually search and book.
If you’re ready for a website that works as hard as you do, let’s start a conversation.
