Therapists in Private Practice in 2026: How Well is Your Website Doing its Job?

Introduction

This is an excerpt from Delightful Sites — a weekly email series helping therapists, coaches, and entrepreneurs build sustainable, values-aligned businesses, through the power of website marketing. 💐

As a therapist who also loves going to my own therapy (most of the time, anyway - it’s hard work, after all 😅), I remember every single time I’ve reached out to a therapist, ready to begin another chapter of my healing.

In my opinion - it’s nerve-wracking & vulnerable to be on the client end of the experience.

Between reaching out for help and actually receiving that help… a lot can go astray.

For example:

Years ago, when I first moved to Colorado and needed to find a therapist, I browsed through some directories and reached out to a few folks who had a nice vibe. One therapist’s website had a scheduling link, where I could book a 15-minute call. Eager to get started, I booked a time.

☎️ A few days later, at the scheduled time, I waited… and no call came. After 10 minutes, I went ahead and called the number on the therapist’s website - thinking, Why not? Surely they’re trying to get in touch with me anyway.

The therapist picked up (hooray!) - but they sounded confused. I explained that I was calling for my scheduled consult – and they said that they hadn’t seen the call on their calendar. In fact, they didn’t actively manage that calendar (& apparently needed to remove that scheduling link from their website).

Oops. 🙊

Ultimately, the disorganization & confusion became my impression of this practice, and I didn’t end up booking a session.

^ I have a handful of other experiences like this one, and I know I’m not the only one.

Many therapy-seekers run into these dead ends - reaching out to therapists, getting frustrated by the logistical challenges, & potentially giving up on the process altogether.

When there’s too much FRICTION in initial steps of the process, this can turn off someone from the idea of therapy altogether. Their mindset shifts from “I’m nervous, but also excited & ready to begin” to “Why is it so hard to get in touch with someone? Maybe this isn’t worth it…”

So, the takeaway from this story?

🫶🏽 When clients take the vulnerable step of reaching out for help, it is in our best interest - as therapists, coaches, & healing practitioners - to make the next step super easy for them. To avoid confusion. To keep our websites updated with correct links and up-to-date information.

Today, I invite you to double-check your website & make sure this information is clear:

👉🏽 What is the next step you want people to take if they’re interested in working with you? (For most practices, it’s either: book a call on my calendar OR fill out a contact form.) This is your website’s CTA (call to action).

👉🏽 Repeat this Call to Action throughout your website, via highly visible & clickable buttons.

Long story short: the client journey begins before they ever sit down for an intake session. The journey begins when someone is on your website, typing their name into your contact form, in the hopes that they’ll hear from you soon.

Your website’s job is to make this step easy for them.

How well is your website doing its job?

Until next time,

Liz

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