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Most therapists are eternally looking for more clients. So, they pour their heart into a fancy new website … and crickets. Even though people visit the website, no one is reaching out.
Here’s the problem — most websites aren’t designed for conversions. Meanwhile, most therapists I know try so hard to avoid being “salesy” or pushy that potential clients don’t actually know what’s in it for them, how great they are, or how to take the next step.
Your website needs to be about THEM, not you.
A successful website reads like a page out of your dream client’s journal. It shares their pain points in their own words and provides a clear path to a desired outcome that they may not even be aware of yet. Then, once they finally do gather up the courage to book a consult, it gives them ample ways to reach out.
Marketing doesn’t have to be an icky word. Sales can be soulful when it comes from the heart. That’s why this article will cover the foundations of empathetic marketing and web design. Keep reading to learn my top tips for creating a highly effective website that gets you more clients without being salesy.
As for me, my name is Greg Goodman and I’ve helped fill hundreds of caseloads in the past 20 years with an integrative mix of web design, marketing, and business coaching. More on me later - but now at least you have a little idea of who’s writing this.
Keep reading to learn:
Empathetic web design is all about creating a digital space that connects with your dream client on a deep emotional level. As a therapist, you’re not just selling services — you’re offering solutions to people who are in pain, overwhelmed, or searching for hope. Your website should reflect that by being a warm, welcoming place where your dream client feels seen, understood, and cared for.
In my experience, the most successful websites are those that resonate with their clients’ emotions and struggles. It’s not about flashy design. Credentials aren't as important as knowing, “Does the therapist get me, and can they help me?”
Imagine your dream client reading your website and thinking, "Wow, this therapist really gets me." That’s the goal — creating a site that reads like a page from their own journal, reflecting their struggles and offering them the hope they’ve been searching for. This is what I call empathetic copywriting—and it’s a key part of building trust and motivating potential clients to reach out.
Empathetic copywriting should feel like a conversation between you and your dream client. It’s not formal or overly clinical — because that can feel cold and distant. Instead, keep your tone personal, approachable, and compassionate. Write like you’re speaking directly to them, using “you” and “your” to make it feel like a one-on-one connection.
One of the most effective ways to write empathetic copy is to follow a simple formula I use with all my clients:
This formula can be used in the same paragraph or across entire sections of your web pages. The key is to never leave someone “thrashing around” in their pain. Your goal is to address the reader’s pain directly, then offer them that proverbial light at the end of the tunnel—aka, their desired solution. Let’s dive in further.
Remember how I said you want your website to sound like a page out of your dream client’s journal? Well, to make that happen, you have to first know how they actually describe their life and struggles.
The next time you’re in session, take note of any metaphors, similes, or detailed descriptions of what they are going through. Are they saying, “I feel anxious,” or are they describing how their anxiety shows up in their daily life? Odds are, it’s more like, “I just lay there in bed with my mind racing—watching the clock tick as my wife sleeps soundly next to me.”
Often, the desired solution comes up in your consult/intake calls. What does your dream client actually want out of life? Is it “less anxiety?” Or is it a happier marriage, a big promotion, or to stop worrying about all the little things?
Empathetic copy paints a vivid picture of how your client’s life could improve through therapy. By focusing on the emotional and practical outcomes your clients desire, you’re helping them envision the future they want.
For example:
After identifying their pain points and painting a picture of a better future, it’s time to show them how you help. This is where you introduce your services — but in the context of how they lead to the desired solution. Instead of listing your qualifications or throwing a bunch of therapy jargon at them, you want to explain how your approach will directly help them achieve the outcomes they want.
For example:
Notice how this isn’t just a description of therapy modalities. It ties your methods back to their pain and the results they’re looking for. This keeps the focus on their journey, not just your services.
The key to getting more clients to reach out is making it incredibly easy for them to do so. Think about this: your dream client is likely stressed, overwhelmed, or unsure about taking the next step. They’re scrolling through your site, trying to decide whether to reach out for help. Then, they finally read that magic sentence that makes them say “ok - let’s do this thing!” If they have to hunt for a way to contact you, they might give up.
The secret to success is having more contact forms, buttons, and calls to action (CTAs) on your website than most therapists are comfortable with. Yes. I know, the idea of plastering your site with buttons might feel a bit too "salesy." But remember — when you inspire someone to reach out, you’re helping them improve their life.
Here are five ways to increase conversions by adding more CTAs to your website.
Don’t make people hunt for your contact page. Place a simple form on every page—especially on your homepage, services pages, and blog posts. This way, no matter where they are on your site, they can easily get in touch. I’ve seen therapists double their inquiries just by adding forms across their sites.
Place clear call-to-action buttons throughout your site. These can link to your contact page, contact form phone number, email address, or online calendar.
In addition to buttons, you can incorporate hyperlinked text that sends people to your contact form. For example, “Ready to take the next step? Click here to schedule a call.” These subtle cues encourage action without being overbearing.
You know those pop-ups that appear when you're about to leave a website, asking you to join a newsletter or download something? You can use the same approach for contact forms. I've seen therapists get great results with exit-intent popups that gently encourage visitors to book a consult before they leave.
Why waste time going back and forth to schedule appointments? Instead, let potential clients self-book a free consultation directly from your website. After they fill out your contact form, send them straight to your online calendar so they can pick a time that works for them—no extra emails needed.
Just keep it simple. Don’t let the chatbot answer questions. All it should do is collect someone’s name, email, and phone number. Then, it should redirect them to your online calendar.
Most people don’t read websites — they skim them. Let’s be honest …have you read all the words in this article up until now? Or, did your eyes just happen to fall on this section? It’s the same thing on your website. Here’s what to do:
Long paragraphs of text with no breaks make visitors get overwhelmed and click away before they even reach the important stuff. To keep them engaged, you need to design your website in a way that invites them to keep reading. Here’s how:
Large blocks of text are intimidating, especially for someone who might already be feeling anxious or unsure about reaching out. Break your copy into shorter paragraphs—two to three sentences max. This makes your content much easier to digest and less likely to scare off potential clients.
People love scanning lists—it’s quick, easy, and highlights the important points. If you’re explaining the benefits of your therapy services or how you can help, try breaking the information down into bullet points. For example:
Callouts and block quotes are great ways to emphasize important points or inspirational messages that resonate with your dream client. For example, you could pull a particularly empathetic statement from your main text and display it as a quote. Something like:
“Imagine waking up each day without the heavy weight of anxiety holding you back.”
These elements draw the reader’s eye and give them a quick takeaway, even if they’re just skimming.
Images do more than just make your site look nice—they help break up text and make the page feel more inviting. Use images that reflect the mood you want to convey. Pictures of peaceful environments, calm interactions, or even abstract designs that fit your color scheme can help set the tone and keep people engaged with your content.
White space is just as important as the text itself. By leaving enough space around your paragraphs, images, and buttons, you give the reader’s eyes a chance to relax. This makes the overall experience of reading your website feel less overwhelming and more inviting.
Does the thought of creating a video for your website excite you or fill you with dread? Most therapists don’t want to do it. However, it’s worth working through those internal barriers. Here’s why…
Written words can’t convey the same level of warmth, empathy, and authenticity that a video can. Your dream client wants to hear your voice and get a sense of your personality, approach, and “bedside manner.” They want to know you understand their struggles and can provide the support they need.
A video allows them to see and hear you, helping to build trust and reduce anxiety before they ever meet you. It conveys warmth, empathy, and professionalism all at once. So, make that video! Keep it short. Remember it’s about them, not you. Here’s a guide:
Real talk—are you feeling inspired or overwhelmed right now? I’ve just shared some of my best advice for turning your website into a client-generating machine. But, what’s your next step? Are you ready to jump in and do the DIY thing? If so, check out my blog for in-depth guides.
But if you’re like most therapists I’ve worked with, you want more than just advice—you want an expert to guide you through the entire process and take care of all the tech stuff for you. That’s where I come in.
As the founder of Goodman Creatives, I’ve dedicated the last 20 years to helping therapists get a steady, predictable flow of private pay clients they love. My approach is an integrative mix of web design, marketing, branding, copywriting, and coaching, tailored specifically for solo practitioners and small group practices.
But here’s the key: I’m not just interested in building you a one-off website and disappearing. My goal is to be your partner for years to come, providing ongoing support and guidance as your practice grows. Whatever you need — just ask Greg. I’m here to make it easy for you to build the practice you deserve, with guidance, compassion, and expertise at every step of the way.
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This blog post is provided for informational purposes only and is not intended as legal, business, medical, or insurance advice. Laws relating to health insurance and coverage are complex, and their application can vary widely depending on individual circumstances and state laws. Similarly, decisions regarding mental health care should be made with the guidance of qualified health care providers. We strongly recommend consulting with a qualified attorney or legal advisor, insurance representative, and/or medical professional to discuss your specific situation and how the laws apply to you or your situation.
