12 Essential SEO Checks for Therapists That Tools Can’t Do for You
If you're a therapist with a private practice website, you’ve probably heard about tools like Ahrefs, SEMrush, or Screaming Frog. They’re powerful, no doubt—but there’s an important truth many SEO checklists overlook:
Some of the most critical SEO factors can’t be measured by tools alone.
As a therapist, your site needs to do more than just show up in Google. It needs to help your ideal client feel seen, safe, and ready to reach out.
That’s why I’ve created this human-first SEO checklist: 12 manual checks that make or break your search visibility and your ability to convert visitors into clients.
Whether you’re auditing your own site or working with an SEO consultant, here are the essential areas to review.
1. Is it immediately clear who you are, where you are, and who you help?
Why this matters: In therapy, trust begins the moment someone lands on your site. People need to know—within seconds—whether you’re someone who can help them, and if you're located near them.
Check this manually:
Look at the top of your homepage (hero section).
Is your name or practice visible?
Is your city, region, or neighborhood named?
Do you clearly name the type of work you do and your client population (e.g., adults, teens, couples)?
2. Are you writing to your client’s emotional experience—not just listing your credentials?
Why this matters: Clients don't come to your site looking for technical jargon. They’re looking for someone who understands their pain, speaks their language, and offers hope.
Check this manually:
Read your homepage and service pages aloud.
Do you reflect real emotional concerns (e.g., “You’re exhausted from feeling anxious all the time…”)?
Does your site help clients feel who you are and how you can support them — not just talk about who you are and what you’ve done?
Are you using plain, compassionate language rather than therapeutic terminology?
3. Is your navigation simple, intuitive, and client-centered?
Why this matters: If a client is already overwhelmed, a confusing website can stop them in their tracks. Intuitive navigation improves both usability and SEO.
Check this manually:
Review your top menu.
Are menu items labeled in client-friendly terms?
Can visitors find what they need in two clicks or less?
Does your navigation reflect your full service offerings clearly?
4. Does each major service have its own keyword-relevant, clearly differentiated page?
Why this matters: Google ranks individual pages, not whole websites. Each service page is a chance to rank for specific keywords—and help a potential client feel understood.
Check this manually:
Do you have separate pages for things like Anxiety Therapy, Couples Counseling, or EMDR?
Is each page clear about what the service is, who it’s for, and how you uniquely approach it?
5. Are your headings clear, scannable, and well-structured?
Why this matters: Headings help both Google and readers understand what your content is about. They also make the page more digestible for people in distress.
Check this manually:
Is there one and only one H1 per page?
Are H2s and H3s used to organize ideas?
Do headings guide the reader through their emotional and informational journey?
6. Are your calls to action (CTAs) warm, visible, and emotionally appropriate across the site?
Why this matters: A strong CTA doesn't push—it invites. You want to meet your client where they are and gently offer the next step.
Check this manually:
Does every major page include a CTA (e.g., "Reach out today," "Let’s talk")?
Is the CTA visible without scrolling too far?
On your homepage, does your content flow from client struggle to empathy to hope to action?
7. Is your site visually and emotionally safe: calming, welcoming, and not clinical?
Why this matters: Design impacts emotion. A cold, cluttered, or clinical site can make people click away—even if your services are a perfect fit.
Check this manually:
Is your font easy to read?
Are colors soft and consistent?
Are you using white space to reduce overwhelm?
Do your images feel warm, not generic or sterile?
8. Is your location clearly conveyed, and are local trust signals present?
Why this matters: Google needs to know where you are. So do your clients. Local clarity helps you rank and builds trust.
Check this manually:
Is your city or region mentioned on your homepage and service pages (not just the footer)?
Is your practice Name, Address, and Phone number consistent across your site?
Are there local cues like maps, neighborhood names, or regional issues mentioned?
9. Is your meta content (titles & descriptions) crafted for both SEO and emotional engagement?
Why this matters: Your meta title and description are what people see in search results. They help determine whether someone clicks—or scrolls past.
Check this manually:
View your pages in Google or using a tool like Yoast.
Is the title unique and keyword-relevant (e.g., "Trauma Therapy Seattle")?
Is the description under 160 characters, emotionally inviting, and informative?
10. Are your contact and intake forms easy to find and simple to complete?
Why this matters: You can have perfect SEO, but if people can’t figure out how to contact you—or your forms are overwhelming—they’ll leave.
Check this manually:
Is there a contact form (or button) on every service page?
Are forms brief and clearly structured?
Is the contact option accessible from the top menu and footer?
How this differs from CTAs:
CTAs (Check #6) are the emotional invitation to act.
Forms (Check #10) are the mechanics of making that action easy and friction-free.
11. Do trust visuals—like real staff or office photos—humanize the site?
Why this matters: Clients want to know who they’re meeting. Real imagery builds trust and makes your practice feel more personal.
Check this manually:
Are you using actual photos of yourself, your team, or your space?
If you use stock photos, are they chosen thoughtfully and not overused?
Do visuals reflect calm, warmth, and professionalism?
12. Does your site maintain a therapist-focused blog that supports SEO and client connection?
Why this matters: A blog helps you rank for long-tail keywords, demonstrate your expertise, and stay relevant in Google’s eyes.
Check this manually:
Do you have a blog section with recent posts?
Are topics focused on client concerns or local issues (e.g., "seasonal depression in Seattle")?
Are posts internally linked to your service pages?
Are posts well-structured and ~800+ words long?
Final Thought:
This checklist isn’t just about SEO. It’s about creating a site that mirrors the therapeutic relationship—safe, clear, warm, and responsive to human needs. If you’re a therapist looking to grow your practice, start here. Because good SEO isn’t just about algorithms. It’s about connection.
