Why Your Therapy Website Needs Individual Specialty Pages
One of the biggest missed opportunities I see on therapy and wellness websites is this: everything is squeezed onto one “Services” page. Your specialties, your approach, your ideal clients, your outcomes… all bundled together in a single scroll.
And here’s the thing — I get why. It feels simpler. It feels tidy. It feels like a way to avoid picking the “wrong” thing or leaving someone out.
But from both a client-experience and SEO perspective? It’s holding you back.
Let’s talk about why breaking out your specialties into separate pages is one of the easiest, most effective ways to support your practice — and why it doesn’t mean you have to niche yourself into a corner.
What Counts as a “Specialty Page,” Anyway?
When therapists hear “specialty,” they often freeze. Does this mean I can’t list multiple things? Do I have to choose just one? Not at all. A specialty page can be built around anything a potential client is searching for clarity on:
A concern or issue (anxiety, trauma, burnout, ADHD, chronic stress)
A population (teens, new moms, healthcare workers, men, LGBTQ+ clients, perfectionists, HSPs, high-achievers)
A modality (EMDR, somatic therapy, IFS, DBT, ACT, brainspotting)
A meaningful outcome (self-trust, emotional regulation, improved relationships, healing from trauma)
If someone is Googling it or quietly thinking it at 1am… it can be a specialty page. You’re not limiting yourself. You’re helping people actually recognize themselves on your site.
Why Specialty Pages Make Such a Big Difference
1. Clients need to feel “This is for me.”
Imagine someone lands on your website because they typed “anxiety therapy in Sacramento” into Google. Their nervous system is already activated. Their attention span is short.
If everything they need is buried inside a long Services page? They’ll skim. They’ll get overwhelmed. And they’ll bounce.
A dedicated page gives them a moment of recognition — a grounded, validating, “Oh. You understand this thing I’m struggling with.” That alone builds trust before they ever reach out.
2. Google needs clarity to send the right clients to you.
Search engines don’t rank generalists. They rank specific pages that clearly match a specific search. One page trying to cover anxiety, trauma, couples therapy, EMDR, and burnout recovery all at once? Google doesn’t know what to do with that.
But a page titled “Anxiety Therapy in Colorado Springs” with content focused specifically on anxiety? Google knows exactly who to send there.
Specialty pages are one of the easiest ways to improve your rankings without doing anything complicated or overly aggressive.
3. It naturally improves your whole website experience.
When people can easily find what they’re looking for, they stay on your site longer. They read more. They take the next step. This signals to Google that your site is helpful and relevant.
Even more importantly — it helps people feel calmer, clearer, and more supported while navigating something vulnerable. That matters emotionally. It also matters clinically.
4. You get to show the depth of your expertise.
A single paragraph about your trauma work on a general Services page can only go so far. But a full trauma therapy page?
You get to talk about:
How trauma shows up in the body
Your nervous-system-informed approach
The modalities you blend
What therapy looks like week to week
The outcomes clients can actually expect
This depth builds trust. Trust leads to consultations. Consultations lead to long-term, aligned therapeutic relationships.
It’s not about “marketing.” It’s about giving people enough clarity to take a brave next step.
5. It supports growth, group practices, and higher-fee work.
If you ever plan to:
Expand to a group practice
Bring on niche clinicians
Raise your rates
Shift into private pay
Offer retreats, intensives, or workshops
…specialty pages become essential building blocks. They create an ecosystem of content that Google can recognize, strengthen, and expand as your practice grows.
Think of them as planting roots—steady, intentional, and ready to support whatever you build next.
You Don’t Have to Pick a Forever Niche — You Just Have to Create Clarity
I know niching can feel scary. It brings up old internal narratives about being “boxed in,” not being enough, or limiting your potential.
But specialty pages don’t close doors. They open them. They allow clients to find the specific support they need. They allow you to express the layers of your work. They allow your website to finally do some of the heavy lifting for you.
You can have five specialty pages. Or ten. Or three. Whatever reflects the depth and range of your practice. For a solo or small group practice, I typically don’t recomend more that 4, but a larger for a group practice this can be more.
This isn’t about restricting yourself. It’s about creating clarity — for Google, for clients, and for you.
A Quick Note If You’re Feeling Overwhelmed
You absolutely don’t have to create all of these pages right away — or perfectly. Most therapists I work with build them slowly over time, sometimes over months or even years, as their practices shift, their identities evolve, and their clarity deepens. Your website can grow with you. It doesn’t need to be “finished” to be effective.
If you’re not sure where to start, here are a few prompts I often use with clients:
What concerns or struggles do people quietly bring into the room again and again?
Who feels especially easy or energizing for you to work with?
Which sessions leave you feeling “This is why I became a therapist”?
What approaches or modalities feel most natural, intuitive, or grounding to you?
Is there an outcome you consistently help people reach that you’re proud of?
What do clients say they appreciate most about your work?
Sometimes answering even one of these can help you see which specialty pages want to be created first. Start with whatever feels most grounded and true right now, and let the rest unfold as you have the capacity.
And if you ever want another set of eyes, some structure, or help shaping the words — I’m always happy to support you in whatever way feels useful. No pressure. Just someone in your corner while you build something that feels like you.
Wherever you’re headed, you deserve a website that grows with you — not one that holds you back.
