Avoid these costly SEO mistakes on your mental health website
Right now, someone nearby is searching Google for “therapist near me”, maybe anxious and hoping to find support. They’re scrolling through countless results, looking for a mental health professional who truly understands their needs. But if your clinic isn’t appearing in those search results, they won’t find you when they need help most.
The demand for private therapy is rising. According to a 2025 study by the British Association for Counselling and Psychotherapy (BACP), nearly a third of people have had therapy in the last 12 months (28% men, 30% women). And with NHS mental health referrals reaching a record 5.2 million in 2024 – a 37.9% increase from 2019 – more people are turning to private practitioners than ever before.
Your expertise and support can make a huge difference in someone’s life, so it's vital that your services are easy to find online.
Here are some of the most common SEO mistakes we see mental health clinics and therapists making on their websites, along with the simple fixes that can help you reach more people and stand out in a crowded market.
Using clinical jargon instead of Plain English
Mental health professionals often write their websites as if they're addressing colleagues rather than worried clients. Terms like "somatic experiencing" or "dialectical behaviour therapy" might be accurate, but people searching for help typically use simply, everyday terms.
What people search for:
"Help with anxiety" instead of "anxiety disorder treatment"
"Marriage counselling" instead of "couples therapy interventions"
"Stress management" instead of "stress reduction techniques"
How to fix it: Use the language your clients use. Include both professional terms and everyday phrases in your content. If you need to use a clinical term, explain it in a way that people will understand.
Ignoring local SEO
Nowadays, many of us are comfortable meeting virtually for all kinds of reasons. Yet according to Mind’s 2024 Big Mental Health Report, most people still choose mental health support based on what’s local and easy to access. The closer a service is to home, the more likely it is to be trusted and used.
Common mistakes:
Missing location information in page titles
No Google My Business listing
Forgetting to mention local areas served
How to fix it: Include your city or area in page titles like "Anxiety Therapy in Manchester" or "Counselling Services in Birmingham City Centre." Create location-specific pages for each area you serve.
Ambiguous service pages
A generic page titled “Our Services” leaves both search engines and potential clients unclear about what you actually provide. For example, if your site only has a single page that briefly lists “Counselling, Therapy, and Support,” it won’t help people searching for specific help based on what they might be struggling with. You're also less likely to stand out in search results.
How to fix it: Be clear and specific. Create a separate, detailed page for each of your main services, such as “Counselling for Depression,” “Relationship Therapy,” or “Anxiety Treatment.”
Each service page should cover:
What the treatment can help with
What the service involves
Who it helps
What to expect
How to book
Structuring your pages like this will make it easier for clients to find exactly what they need while helping your website appear in relevant Google searches.
Neglecting mobile users
Many people search for mental health support on their phones, often during difficult moments. If your website doesn't work properly on mobile devices, you're losing potential clients.
How to fix it: Test your website on multiple devices and ensure it loads quickly, has clear, easy-to-tap buttons, and displays contact details prominently. Use online tools to identify issues.
Not addressing common questions
People researching specialist mental health support have many concerns, particularly those who haven't sought help in the past. Questions about confidentiality, cost, what happens in sessions, and whether therapy actually works are common, so it's important to address these matters in your content to help both SEO and client confidence.
If someone can't find what they're looking for on your website, there's a good chance they'll leave to find the answer elsewhere.
How to fix it: Structure pages as we explained above. Also create dedicated FAQ pages or blog posts that answer common concerns like "What happens in your first therapy session?", "How much does counselling cost?", "Is therapy confidential?" and "How long does therapy take?"
Forgetting about trust signals
Mental health is deeply personal, and people need to trust their therapist before booking an appointment. Trustbuilding can start before someone even reaches out for support, but many clinic websites lack the essential trust signals.
How to fix it: Display professional qualifications prominently, include clear photos of therapists, add client testimonials (with permission), show professional association logos, and ensure you have a comprehensive privacy policy that's easy to find.
Not updating content regularly
Search engines favour websites that publish fresh, helpful content, so it's important to update it often. But regular updates aren’t just for SEO. Outdated content can make your practice look neglected or out of touch to potential clients. You don’t need to post every day, but adding useful information each month keeps your site feeling active, relevant, and trustworthy.
How to fix it: Create a content calendar with monthly blog posts that share self-help tips for common issues, explain different therapy approaches, offer seasonal advice, or answer frequently asked questions. Consistency matters more than frequency, and fresh content will benefit both your Google ranking and your visitors’ confidence in your practice.
Are you looking to improve your practice's online presence?
We specialise in SEO, writing, and website improvements for mental health clinics and therapists. Contact us today for a free website review and discover how we can help more people find your services.
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