Why Every Therapist’s Website Needs a FAQ Section
f you’ve ever looked at your website and thought, “Ugh, I don’t even know what else to add…” — let me gently suggest one of my favorite underused sections: FAQs.
It may not sound flashy, but a well-written FAQ section is one of the most helpful (and honestly, easiest) things you can add to your site to support potential clients and improve your SEO.
If you're a therapist, coach, or wellness provider trying to grow your practice, here's why your FAQ section isn’t just “extra” — it’s essential.
It’s Not Just for Search Engines (But It Definitely Helps There Too)
Let’s start with the obvious: search engines love structured content. And now, so do AI tools like ChatGPT, Gemini, and Perplexity. When someone types in a question like “How much does EMDR therapy cost in Portland?” or “Is online therapy effective?”—they’re more likely to land on your site if you’ve taken the time to answer that question clearly.
Squarespace’s new AIO (AI Optimization) tools, which rolled out in July 2025, actually make this even easier to track. You can see which pages need metadata, alt text, or clear titles, and a FAQ section gives you the perfect place to add that kind of content naturally—without cramming in awkward keywords.
But honestly? Most people I work with care less about algorithms and more about people. Which is why the real magic of an FAQ isn’t just about SEO…
It Builds Trust — Quietly and Effectively
Think about what it’s like to be a potential client browsing your site. They’re already overwhelmed. They’re likely unsure if therapy is the right step, if you are the right person, or if they can even afford it.
Most people won’t email you to ask questions—they’ll just scan and leave if they don’t see the info they’re looking for.
So imagine how grounding it is to land on a page that gently, clearly says:
Yes, I offer virtual sessions
Here’s how much I charge (and how I handle sliding scale)
This is what our first session might feel like
And by the way—I see you, and I’ve thought about what you might be wondering
It’s like opening a conversation before they ever hit send. That kind of clarity and reassurance goes a long way.
You Get to Show What Sets You Apart
A good FAQ isn’t just about logistics—it’s also a beautiful opportunity to share your voice, your values, and the kind of care you offer.
You can talk about:
What makes your approach to trauma work different
How you support people who’ve never been to therapy before
Your stance on things like inclusivity, lived experience, and identity
Why you don’t do “quick fix” coaching or one-size-fits-all plans
These kinds of answers not only inform—they connect. And that connection? That’s what turns a website visitor into a client.
Where Should It Go?
In a perfect world:
Every service page would have 3–5 FAQs tailored to that specific offering
Your About page would gently address common questions around your background, approach, and what it’s like to work with you
And you’d have a dedicated FAQ page for anything that doesn’t neatly fit elsewhere
But even starting with a simple page answering your top 5 most common questions is a huge step forward. You don’t have to write a novel—you just have to speak to what people are already wondering.
And if you’re not sure what those are? I help with that too. (I’ve written a lot of therapist websites—I know what people tend to ask.)
A Few Example FAQs to Get You Started
You can include FAQs just about anywhere, but I usually recommend 3 core areas:
1. On Your About Page
This is the place for connection. Here, your FAQ can speak to your background, approach, and what it’s like to work with you.
Examples:
What’s your approach to therapy?
What kinds of clients do you typically work with?
What’s your philosophy on healing/growth/change?
What happens if we don’t feel like a good fit?
These questions let people feel like they know you—not just your credentials.
2. On Your Service or Specialty Pages
Each of your main offerings (EMDR, couples therapy, ADHD coaching, etc.) deserves its own 3–5 FAQs. These should help clients get clarity about what to expect and whether this is the right service for them.
Examples (for a trauma therapy page):
Do you use a specific modality, like EMDR?
Do I need a diagnosis to start trauma therapy?
Will I have to talk about everything right away?
Is trauma therapy safe? What if I get overwhelmed?
Examples (for an ADHD therapy page):
Do I need a formal ADHD diagnosis to work with you?
Can you help with executive functioning?
How do you tailor sessions for ADHD brains?
What are symptoms of ADHD?
Is therapy or coaching better for ADHD?
Examples (for an Anxiety therapy page):
What kind of anxiety do you work with?
Can therapy help with physical symptoms of anxiety—like racing thoughts, tight chest, or insomnia?
How do I know if it’s anxiety or just stress?
Do you offer exposure therapy for anxiety?
Examples (for a couples therapy page):
Do we both need to attend every session?
Can you help if one of us is unsure about staying together?
Do you work with LGBTQ+ couples?
What if we’ve tried therapy before and it didn’t help?
This kind of specificity signals that you’ve been in the room with clients like them—and that you get what they’re wondering.
3. On a General FAQ or Pricing Page
This is the page where you answer the nuts-and-bolts questions most clients want to know before they reach out. It’s also a great opportunity to guide visitors to other parts of your site—like your specialties, process, or approach—so they feel fully informed and supported.
Here’s an example of how that can look:
Do you accept insurance or provide superbills?
What are your session rates?
How often would we meet, and for how long?
Do you offer online therapy?
Where are you located?
What kinds of therapy do you offer?
How do I get started?
The Bottom Line
If you want to:
Feel more confident that your website is doing something for you
Increase your chances of being found in search or AI tools
Build trust with potential clients before they ever contact you
And gently, clearly highlight the heart of your work...
Then adding a thoughtful FAQ section is a small but mighty move.
It’s something I include in nearly every site I design or edit—because it works. And because it reflects exactly what most of my clients want from their websites: a way to connect, to educate, and to let people know, “You’re in the right place.”
If your current site doesn’t have a FAQ yet (or if it does, but it feels awkward or outdated), I’d love to help you shape it into something that feels more like you—and more helpful to the people you’re trying to reach.
Reach out today, if you want support writing or placing a FAQ on your Squarespace site.
