A homepage is not a brochure — it's a sequence. Every section has a job, and the order matters more than the design. Here's the anatomy we use for every practitioner site we build.
Section 1: The hero (above the fold)
The first screen does 80% of the work. It needs five things, in this order:
- Outcome-focused headline — name the result the client wants, not what you do.
- Specific subhead — who you help and how. "Therapy for high-achieving professionals in [city]."
- One primary CTA — "Book a free 15-minute consultation." Singular, prominent, impossible to miss.
- Trust signal — registration body, years in practice, or a single client quote.
- Real image — you, in your work environment, ideally making eye contact with the camera.
Section 2: The problem
Within the first scroll, name the visitor's problem back to them. This is the moment they think: "they get it." Specific language works better than generic — "the 3am spiral of overthinking" beats "stress and anxiety."
Section 3: How you work
Brief, clear, three-step: how sessions work, what to expect, what makes your approach different. Don't sell the modality — explain the experience. CTA again at the end of this section.
Section 4: Who you help
List the specific people or problems you specialize in. This is the section that lets the wrong clients self-select out (good) and the right clients feel seen (better). Use the visitor's language, not clinical language.
Section 5: Proof
Three real client stories, with consent, anonymized as needed. Each one: the situation, the work, the outcome. Photos if possible. Specific over general — "Sarah, 38, came in unable to sleep without three glasses of wine" beats "client testimonial."
Section 6: About you
Now — and only now — your credentials, training, approach, photo. Visitors have decided they want your help; this section confirms you're qualified to give it. Lead with the human, follow with the résumé.
Section 7: FAQ
The six questions every new client asks: cost, session length, frequency, what to expect in the first session, virtual vs. in-person, insurance. Answer them honestly and thoroughly. This is also prime SEO real estate.
Section 8: Final CTA
One last, clear, warm invitation to book. Same CTA as the hero. Restate the outcome. Make it impossible to miss.
What's missing from this list
Notably absent: blog, video, podcast, social feeds, press logos, every certification you've ever earned. Those have their own pages. The homepage's job is to move the right visitor from "found you" to "booked a call" — anything that doesn't serve that job is friction.
The conversion math
A well-built homepage typically converts 3-5% of qualified traffic to a booked consultation. A poorly-built one converts 0.5-1%. The same traffic, the same offer, the same person — different homepage, very different practice.
We build homepages for practitioners, and we audit existing ones. Get a free audit and we'll walk you through your current section-by-section.
Frequently asked questions
What should the hero section of a therapist homepage include?
Five things, in order: an outcome-focused headline (the result, not the service), a specific subhead naming who you help, one prominent primary CTA like 'Book a free 15-minute consultation,' a trust signal, and a real photo of you in your work environment. The first screen does most of the work.
Where should credentials go on a practitioner homepage?
Lower down, in the about-you section — after the problem, how you work, who you help, and proof. Visitors decide they want your help first; credentials then confirm you're qualified. Lead with the human and follow with the résumé, not the reverse.
What conversion rate should a practitioner homepage get?
A well-built homepage typically converts 3-5% of qualified traffic to a booked consultation, while a poorly built one converts 0.5-1%. With the same traffic, offer, and person, the difference is the page — which is why section order and a single clear CTA matter so much.
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Keep reading
More field notes for your practice
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