How Many Service Pages Does My Therapy Practice Website Need?
Imagine you're struggling with crippling anxiety. After gathering the courage, you search online for "anxiety therapy near me." Do you want a website with a laundry list of every mental health problem imaginable, or would you feel more understood by a therapist who clearly specializes in anxiety?
As a website designer focused on mental health professionals, I often talk with therapists who wonder this "how many pages" question. While there's no single right answer, having dedicated pages for services like depression, anxiety, or trauma-focused therapy can give your practice a powerful boost in online visibility - especially in crowded markets.
Focused vs. Scattered Service Pages
Imagine your website's "Services" page as a conversation with a potential client. If you work with a Psychology Today style carpet-bomb checklist of conditions using a variety of modalities, all crammed onto one page, that conversation will quickly become overwhelming. It's like jumping from topic to topic with no clear direction – anxiety, depression, couples counseling, oh my!
When Google comes to visit your website (and those search engine bots will be paying you a visit), it wants to understand what the page is about. If you're trying to cover too many topics, Google gets confused—and when Google’s confused that makes it hard to recommend your page to people looking for a clear and specific service. This lack of clarity hurts your search engine optimization (SEO), making it harder for potential clients to find you when they're searching for help with a specific issue.
Imagine you're a dedicated vegetarian looking for a burger joint (lol—stay with me here!). Would you prefer a restaurant with a dedicated "Vegetarian Options" section, prominently featuring veggie burgers with Impossible or black bean patties, or one with barely readable type saying "mushroom patty available upon request" hidden at the bottom of a meat-focused menu? The same goes for therapy websites.
Dedicated service pages clearly show potential clients that you understand their specific needs.
This builds trust and helps make them feel confident they've found the right place for help.
Why Specific Service Pages Attract the Right Clients
Now, let's look at the difference dedicated service pages can make:
Focused Message: Each page acts like a focused conversation, exploring a particular problem and how you can help. This makes the information easier for both potential clients and search engines to digest.
Targeted Traffic: People searching for "anxiety therapy near me" are much more likely to land on your dedicated anxiety page than a general "Services" page that mentions anxiety alongside several other things.
The Power of SEO: Keywords and Content Depth
Here's how dedicated service pages work their SEO magic:
Targeted Keywords: You weave in relevant keywords: "anxiety treatment," "anxiety symptoms," "panic attacks," etc.
Synonyms & Related Terms: Google also looks for synonyms and related words it would expect to find on a page about that specialty. For example, on your anxiety page, terms like "worry," "restlessness," and "fear" further signal its relevance.
Content "Completeness": The more thorough and informative your page is, the more trustworthy it seems to Google. This leads to better rankings and visibility in search results. Again, this becomes increasingly important in crowded markets.
Wait, Are Long "Services" Pages Always Bad?
There can be exceptions. Here's where a long page might be just fine:
Small Number of Specialties: If you focus on 3-5 core services, a single page could work.
General Audience: Perhaps the people in your market are just searching for “therapy near me” and not “EMDR trauma therapy near me.” If you are in a low competition market, such as a small town in Idaho, you’ll be just fine. However, try that in San Francisco, and you will end up on page 97 in the Google search results. You’ll need to be more specific in order to compete for organic traffic.
Budget: If you can't afford extra pages, a well-crafted single page is better than a poorly designed website—or nothing at all.
Unnecessary: If your practice is slammed and you’re not even taking on new clients, perhaps you just want a nicer looking website but aren’t worried about trying to drive more organic traffic to your site.
How to Structure a Long Services Page
If a comprehensive "Services" page is your current reality, make it as organized as possible. Think of each section like it’s own chapter within the broader page:
Clear Headings: Categorize expertise as headings (e.g., "Anxiety Therapy", “Trauma Counseling”, etc).
Mini-Descriptions: 1-2 paragraphs under each heading explain the symptoms, the therapy, who it helps, and your approach.
Links to Deeper Resources: Have corresponding blog posts, articles or FAQs for even more detail.
Navigation Help: Create anchor links at the top of the page so visitors can jump to the section they need. Your navigation menu will look identical to a regular website, only your service link will jump to a specific part of a page, and not a dedicated page.
Beyond the 5-Page Starter Package
Think of your website as a living tool, not just a brochure. While a budget-friendly starter website is a valid choice, consider expanding over time. As your practice evolves or your local competition increases, service-specific pages set you apart.
How about YOUR website?
Is your website attracting the right clients, or feeling like a missed opportunity? If you're ready to level up with targeted service pages, send me a message and let’s figure out how your website could be working harder.
