Who, How, or What? The Biggest Website Strategy Question for Therapists
When I design websites for therapists, one of the biggest roadblocks I see isn’t choosing colors or fonts—it’s figuring out how to frame their services in a way that connects with potential clients.
Therapists often ask:
Should I focus on WHO I serve? (Individuals, couples, families, youth, etc.)
Should I focus on HOW I work? (EMDR, CBT, mindfulness, somatic therapy, etc.)
Should I focus on WHAT I help with? (Anxiety, trauma, burnout, life transitions, etc.)
And honestly? There’s no one-size-fits-all answer. But the way you structure your services shapes how potential clients see you—so getting it right is important.
Let’s break down each approach so you can decide what makes the most sense for your practice.
Option 1: Focusing on WHO You Serve
Best for therapists with a clear niche audience.
This approach works well if your practice is designed around a particular group, such as high-achieving professionals, new parents, LGBTQ+ clients, or first responders. When someone lands on your website, they instantly know your therapy is for them.
Example Website Structure:
Therapy for First Responders – Managing stress, burnout, and traumatic experiences.
LGBTQ+ Affirming Therapy – A safe space for identity exploration, relationships, and mental wellness.
Therapy for New & Expecting Parents – Support for navigating parenthood, identity shifts, and relationships.
Who Should Use This Approach?
✔ Therapists who have a strong niche audience and want to be easily identifiable.
✔ Those looking to stand out in a competitive area by specializing in a group’s unique needs.
✔ Therapists who work with one or two specific populations rather than a broad range of clients.
⚠️ When It Doesn’t Work: If you work with many different types of clients, this structure can feel limiting.
Option 2: Focusing on HOW You Help
Best for therapists who want to showcase their expertise and methodology.
If your approach to therapy is your biggest differentiator, focusing on techniques can help attract the right clients. This works well if your ideal client is actively searching for a specific modality (e.g., EMDR therapist near me).
Example Website Structure:
EMDR Therapy for Trauma & PTSD – Helping you process past experiences and move forward with confidence.
Somatic Therapy – Connecting body and mind to release stored stress and trauma.
CBT for Anxiety & Overthinking – Learning how to challenge unhelpful thought patterns and regain control.
Who Should Use This Approach?
✔ Therapists with advanced training in specific methods (e.g., EMDR, DBT, IFS) that set them apart.
✔ Those who want to attract clients looking for a particular type of therapy.
✔ Therapists who prioritize an evidence-based approach and want to highlight their methods.
⚠️ When It Doesn’t Work: If your ideal client doesn’t know therapy jargon, they may not connect with this approach as easily.
Option 3: Focusing on WHAT You Solve
Best for therapists who want a client-centered, approachable website.
This is often the most relatable way to position therapy because it speaks directly to what the client is experiencing right now. It helps therapy feel less clinical and more accessible by meeting potential clients where they are emotionally.
Example Website Structure:
Therapy for Anxiety & Stress – Learn how to manage overwhelming thoughts and feel more grounded.
Healing from Trauma & Past Experiences – Work through what’s been weighing on you in a safe space.
Building Confidence & Self-Worth – Let go of self-doubt and start living with more ease.
Who Should Use This Approach?
✔ Therapists who want their website to feel warm, inviting, and easy to understand.
✔ Those who work with a broad range of clients and need a flexible way to structure their services.
✔ Anyone who wants to avoid therapy jargon and focus on how clients feel and what they need.
⚠️ When It Doesn’t Work: If you offer a highly specialized method, this approach may not highlight your expertise enough.
Can You Combine These Approaches? Absolutely.
Therapists don’t have to pick just one—many naturally blend these approaches depending on their practice. The key is balancing them so your website stays clear and engaging.
Example of a Combined Website Structure:
Therapy for Professionals & Entrepreneurs – With a focus on managing stress & burnout through CBT, mindfulness and solution-focused therapy
Burnout, imposter syndrome, and constant pressure—it’s a lot. Therapy gives you space to step back, regain balance, and build a mindset that supports your career without sacrificing your mental health.
✔ Who: High-achieving professionals, entrepreneurs, and executives
✔ What: Stress, anxiety, work-life balance, perfectionism
✔ How: CBT, mindfulness, solution-focused therapy
This approach keeps your services clear and structured while allowing flexibility to highlight both your ideal clients and your expertise.
If you need help figuring out how to do this for your counselling website, I just launched three website templates just for professional therapists
Figuring out how to structure your therapy website doesn’t have to be overwhelming. That’s exactly why I created Easy Originals website templates—designed specifically for therapists who want a professional, high-converting website without the stress of building from scratch.
Each template is strategically structured with:
✔ Flexible service pages that work for any approach—WHO, HOW, or WHAT.
✔ Client-centered copy prompts that make writing easy.
✔ A clean, modern design that feels welcoming and professional.
So whether you want to highlight your niche, showcase your expertise, or keep it client-focused, there’s a template that fits the way you work.
✨ Explore therapist website templates → Sign up for the waitlist
