Free Therapist Website Audit
The 10-point therapist website audit
Ten checks that decide whether the right clients find you on Google and in AI search. Read them here and run each one on your own site. Want the fixes, the tools, and the order to do them in? Get the downloadable guide sent to your inbox.
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The ten checks
Each point is a place therapist websites quietly lose visibility. Use the self-check to see where your own site stands. The guide covers how to fix each one.
- 1
Your page titles do not describe what you do or where.
The problem. The title tag (the text in the browser tab and the clickable headline in search results) reads "Home", your practice name alone, or clinical jargon, instead of what you treat and the area you serve.
Why it costs you visibility. The title is one of the strongest signals Google uses to match a page to a search, and it is the first line a client reads in results, so a title with no specialty or location rarely matches a search like "anxiety therapist in [city]".
Check your own site. Hover over the browser tab on your homepage and main service pages. Does the title name what you treat and where you work, or just your name or "Home"?
Go deeper: Where to put keywords on a therapy website
- 2
Your Google Business Profile is unclaimed or incomplete.
The problem. The profile was never claimed, or it is missing the right category, hours, services, or a link to your site.
Why it costs you visibility. The profile feeds the local map and, increasingly, Google's AI answers about local providers, so an unclaimed or thin profile keeps you off the surface where much of the "therapist near me" demand is decided.
Check your own site. Search your practice name in Google. Is there a complete profile you control, with the correct primary category, current hours, and a link to your website?
Go deeper: Google Business Profile for therapists and Getting your profile ready for Gemini
- 3
Your contact information is buried or missing from most pages.
The problem. Your phone number and location appear only on the contact page, not across the site.
Why it costs you visibility. Visible contact details are a basic trust signal for a healthcare provider, and a client who has to hunt for how to reach you is more likely to leave, so traffic the rest of the site earns goes to waste.
Check your own site. Open three different pages on your site. Can you see your phone number and the area you serve on each one without clicking through to the contact page?
- 4
You have one general page instead of dedicated pages per specialty.
The problem. A single "Services" page lists every issue you work with in one block, with no standalone page for each specialty.
Why it costs you visibility. Clients search for the specific thing they need ("EMDR for trauma", "couples therapy"), and one page trying to rank for everything ranks well for nothing, so the searches for your specialties never land anywhere specific.
Check your own site. Do you have a separate, substantial page for each core specialty you offer, or is it all combined on one page?
Go deeper: Does a therapist need a niche to rank?
- 5
Your About page lacks verifiable credentials.
The problem. The About page describes your approach but does not state your license type and number, the state or region you are licensed in, or your training.
Why it costs you visibility. Therapy is health content, and Google applies stricter standards to health and "your money or your life" pages, so missing verifiable credentials weakens how much trust both search engines and prospective clients place in the site.
Check your own site. Read your About page as a stranger. Can you tell exactly what your license is, where you are licensed, and where you trained, or only how you like to work?
- 6
Your site has not been tested on mobile or loads slowly.
The problem. The site was built and reviewed on a desktop, and on a phone it is slow, cramped, or hard to tap.
Why it costs you visibility. Google primarily uses the mobile version of your site to rank it, and most therapy searches happen on a phone, so a poor mobile experience costs you both rankings and clients.
Check your own site. Open your homepage on your phone over mobile data, not wifi. Does it load quickly, stay readable without zooming, and let you tap the contact button easily?
- 7
You are not listed anywhere beyond Psychology Today.
The problem. Your practice appears on one directory and nowhere else, or your details differ between the listings you do have.
Why it costs you visibility. Search engines build confidence from multiple consistent listings of the same practice, so relying on a single directory, or having mismatched details across the few you have, gives them little to corroborate. There is no specific number of listings Google requires; consistency is what matters.
Check your own site. Search your practice name. Do you appear on more than one reputable listing, and do your name, address, and phone read the same on each?
Go deeper: Why therapists are leaving Psychology Today and Getting clients without Psychology Today
- 8
Your site has no schema markup.
The problem. Your credentials, services, location, and reviews exist as ordinary text, with no schema markup describing them behind the page.
Why it costs you visibility. Schema is a structured source search engines and AI tools draw on to recognize what a page is about, so without it your details are harder for those systems to read and reuse with confidence.
Check your own site. View your page source or run the page through a structured data testing tool. Is there any schema describing your practice, or none?
Go deeper: How to write a therapy page AI can cite
- 9
AI tools do not know you exist.
The problem. There is little connecting your name across the web: no complete Google profile, no schema, no consistent directory presence, nothing that establishes you as a recognized entity.
Why it costs you visibility. AI tools recognize a provider from the signals that repeat about them across these structured sources, so a practice with few such signals is one those tools are unlikely to surface or recommend.
Check your own site. Ask an AI tool like ChatGPT or Perplexity to recommend a therapist for your specialty in your city. Does your practice come up at all?
Go deeper: How therapists get cited on ChatGPT, Perplexity, and Claude and AI search for therapists
- 10
Directory listings you did not create and cannot control.
The problem. Aggregators have auto-generated listings under your name, often with outdated addresses, wrong phone numbers, or details you never entered.
Why it costs you visibility. When the web shows conflicting versions of your practice, search engines have a harder time trusting which details are correct, so stale third-party listings can quietly undercut the consistent ones you do control.
Check your own site. Search your name and practice across the first few pages of results. Are there listings you never made, and do any of them show wrong or outdated information?
Want the fixes for all ten?
The guide takes each of these ten checks and shows you how to fix it, which tools to use, and the order to work through them in. It is free and arrives by email.
We respect your privacy. See our Privacy Policy.
Written by Manuel Otter, clinical psychology student and founder of HarborVisibility. I work with independent practitioners to help them get found without depending on directories.