5 Website Pages Costing You Clients

I've audited hundreds of therapy and coaching websites over the years, and I keep seeing the same pattern: beautiful websites that are missing the optimized pages potential clients, Google, and AI are actively searching for.

The result? Lost leads, lower search rankings, and missed opportunities to connect with the people who need your help most.

You can reply to this email with your website if you want me to review it for you before moving forward with adding more pages. At the bottom of this email, I have options on how to move forward, if you're interested.

Individual service pages

Most websites list "Therapy" or "Coaching" as a single service. But your potential clients are searching for something much more specific.

What to include: Individual pages for couples therapy, individual therapy, group sessions, teen counseling, etc.

Why it matters: Someone searching "couples therapist near me" won't find you if you only have a generic "Services" page. Plus, dedicated pages let you speak directly to each audience's unique concerns.

Example: We added service pages to one of our client's websites and she started seeing an influx of leads for her couples services, almost immediately. When a potential client is searching “couples therapy near me”, her website is going to show up as one of the first options. View her service pages [here].

Specialties/ what we treat pages

Your niche is your superpower, but if it's buried in a paragraph somewhere, no one—including Google—knows you're an expert in it.

What to include: Separate pages for your specialties like eating disorders, OCD, anxiety, trauma, gut health nutrition, etc.

Why it matters: These pages position you as THE expert for specific conditions. They also rank incredibly well because you can include relevant keywords, client concerns, and treatment approaches that Google loves to surface.

Example: One of our clients who uses our team for SEO sees a ton of traffic going to her niche/specialty pages. When potential clients search, “postpartum therapy near me”, her website is likely to show up on Google before another website with only a services page listing all services. View her specialty pages titled “what we treat” [here].

FAQ sections or separate pages

This is perhaps the most underutilized SEO tool for service-based practices.

What to include: A standalone FAQ page OR short FAQ sections under each service page answering questions like "How long are sessions?", "Do you take insurance?", "What's your approach to treating [condition]?"

Why it matters: FAQs are SEO gold. They match exactly how people search ("How much does therapy cost in [city]?") and they're what AI search tools like ChatGPT and Google's AI pull from to answer questions. If you have strong FAQ content, you could be the answer AI gives when someone asks about therapy in your area.

Example: We included an FAQ section to our client's service page for adult ADHD coaching so when potential clients search “how long does it take to see results from ADHD coaching?", her page is more likely to show up on Google than another ADHD coaching website. View her FAQ at the bottom of the service page [here]

Individual team pages

Here's something we see in the data all the time: people are searching for your clinicians by name.

What to include: A dedicated page for each therapist, coach, or clinician on your team with their photo, bio, credentials, specialties, approach, and booking information.

Why it matters: Potential clients want to know who they'll be working with. They're Googling "[Therapist Name] + [City]" or looking for reviews of specific providers. Without individual pages, you're invisible in these searches. Plus, these pages help clients find the right fit on your team, which means better matches and higher conversion rates.

Example: We manage our client's website with SEO and we find that one of the top searches for their website is for individual team members. Remember, you're hiring the best of the best for your practice. That means that potential clients can be searching for that clinician's name. You want them to end up on your website. View an individual team member's page [here]

Location SEO pages

If you serve multiple cities or have offices in different locations, you need individual pages for each one.

What to include: A dedicated page for each location with unique content about that community, your office there, and the specific populations you serve in that area.

Why it matters: Google prioritizes local results. Without location-specific pages, you're competing against every therapist in your state instead of dominating your specific city or neighborhood searches.

Example: One of our clients offers treatment in four locations and wants to target potential clients in those cities/states. We created an individual locations page so when a potential client searches “Suboxone treatment in San Diego”, they find our client. View their San Diego page [here]

The bottom line

These pages don't just help with SEO—they help real people find you when they're ready to get help. And in today's world of AI search, having detailed, specific content is more important than ever.

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How we can help with next steps

Ready to take the next step? I'd love to hear from you! Whether you have questions about this post, want to discuss how we might work together, or simply want to connect and share your thoughts, don't hesitate to reach out. You can contact me directly at [ethel@mindwellnessmarketing.com] or schedule a complimentary consultation through [scheduling link].