How to Create a Better FAQ Page for Your Therapy Website

Why Your FAQ Section Matters

Your FAQ section (or "Things You Need to Know" section) is an essential part of your website, serving as a key touchpoint for potential clients who are deciding whether to work with you. While many therapists think of FAQs as a place to list practical details like fees and cancellation policies, they can do much more. A well-structured FAQ section helps address common concerns, build trust, and guide potential clients through their decision-making process.

The way you present your FAQ section can make or break a potential client’s decision to reach out. A poorly crafted or hard to find FAQ not only leaves unanswered questions but can also elevate stress for both clients and therapists during the onboarding process. If clients can't easily find the information they need, it may deter them from making that crucial first contact or leave the therapist scrambling to address concerns that could have been clarified upfront.

In this post, we'll explore how to create an effective FAQ section that not only answers key client questions but also improves your website’s usability and SEO.

1. Avoid Overloading Clients with Too Much Information

One of the biggest improvements you can make is formatting your FAQ section in a way that makes it easy to skim. Instead of writing long paragraphs that force visitors to hunt for the information they need, break content into clear, structured points. Use bullet points, subheadings, and concise explanations to create a visually digestible layout that allows potential clients to quickly find what they’re looking for.

Example of a Cluttered FAQ Section

Insurance & Fees: I accept all major insurance plans except Medicaid and Medicare. I also provide superbills, but you’ll need to check with your insurance to see if out-of-network reimbursement is an option. Here’s a breakdown of my fees and the different session lengths...

Example of a Clear "General Info" Section

Insurance & Fees

• Private pay only; superbills available for reimbursement.

• 50-minute session: $150

• Sliding scale available (limited slots)

2. Place FAQs Where They’ll Actually Get Read

Have you ever had a consultation where a client didn’t realize you don’t accept their insurance, even though it was listed on your website? Or received multiple emails asking about information clearly stated in your FAQs? If so, your FAQ section might not be in the right place.

If your FAQ section is buried on a separate page, potential clients may never see it. Instead, integrate it into high-traffic areas like your Contact or Get Started page, ensuring they encounter key information before reaching out. This can help prevent unnecessary emails and consultations that could have been avoided if clients had found answers sooner. Also, you ensure they review logistical details before reaching out, making the onboarding process smoother.

Tip: Another effective placement is at the bottom of every page, either in a dedicated Contact section or in your site’s footer. Using an accordion-style FAQ in this space keeps your pages clean while allowing visitors to quickly access important information alongside your preferred contact method.

Note: With the exception of one-page designs, all High Five Design Co. website templates guide clients through links on every page to the Contact page, where FAQs are listed.

3. Use Clear Headings Instead of a Question/Answer Format

Rather than structuring your FAQs in a traditional Q&A format, organize it using direct statements as section headings. This method enhances user experience by allowing visitors to quickly scan for the information they need without sifting through lengthy sentences. This format makes content easier to scan, reducing the mental effort required to find relevant details. Additionally, it encourages users to explore related sections, deepening their understanding of your offerings.

Traditional (Less Effective)

Do you offer online therapy?
Yes! I proudly offer online therapy services to clients located in both Washington and Oregon through a secure and user-friendly telehealth platform. This allows me to effectively connect with you, no matter where you are.

More Effective Format

Online Therapy
Online therapy is available for all clients.

4. Keep It Organized and Easy to Navigate

Using an accordion (if your website platform supports it) can make your FAQ section much cleaner. This allows potential clients to expand only the topics they care about instead of scrolling through a long list.

However, don’t use the accordion as a way to pack in excessive details. Just because the accordion "shrinks" content doesn’t mean you should overload it with too much information. Keep your responses concise, skimmable, and formatted for easy reading—just as you would in a non-accordion format.

5. Prioritize the Most Essential Information

Your FAQ section should provide only the most essential information to help potential clients make a confident decision about reaching out. But how do you determine what’s essential? Instead of copying what other therapists include in their FAQs, consider what your specific clients actually need to know. Ask yourself:

• What logistical concerns might prevent someone from reaching out?

• What do new clients often ask during consultations or first sessions?

• What anxieties might a client have about the therapy process that I can address upfront?

By focusing on these questions, you’ll ensure your FAQ section is genuinely useful, rather than cluttered with generic or redundant information.

One common example of unnecessary content is the cancellation policy. Many therapists default to including this, but unless yours is unique—like a no-cancellation policy that requires clients to carefully consider how it fits into their lifestyle—it may not be necessary. Clients can usually find this information in your intake paperwork, so it doesn’t need to take up valuable space in your FAQ section.

Another often-missing yet highly valuable addition is clear steps on how to become a client. Potential clients are often anxious about reaching out—don’t leave them guessing about what happens next. A section like How to Get Started can outline the process, whether it’s filling out a contact form, scheduling a consultation, or confirming insurance details. Knowing what to expect can make the transition into therapy much smoother for them.

Also, be intentional about repetition. If you’re optimizing for search engines, you might need to include some content already covered elsewhere on your site—but be careful. Too much repetition might help with SEO, but it can also create a frustrating experience for potential clients. Ask yourself: does this information add clarity here, or is it just restating something from another page?

Common topics to include:

• Availability & Scheduling (e.g., "I see clients on weekdays from 9 AM - 4 PM")

• Insurance & Fees

• How to Get Started (e.g., "Fill out my contact form, and I’ll reach out within 48 hours.")

• What to Expect in Therapy

6. Write in a Conversational, Client-Friendly Tone

Your FAQ section should feel approachable, not overly clinical. Instead of using formal or technical language, write as though you’re speaking to a client in a warm and reassuring way. Here are a few exampls:

Too Clinical

Session Structure: Sessions are 50 minutes in length and follow a cognitive-behavioral framework. Clients will undergo an assessment period prior to beginning goal-setting interventions.

Client-Friendly

What Sessions Look Like Therapy sessions last 50 minutes. We'll start by understanding your concerns and work together toward your goals at a pace that feels right for you.

7. Optimize Your FAQ Section for SEO

Your FAQ section is a great opportunity to improve your site's search engine visibility. Here’s how:

Use Keywords Naturally

Instead of writing "Do you offer online therapy?", try "Online Therapy in [Your State]" as a heading. This helps you show up in local search results when people search for therapists in your area.

Keep Answers Short for Featured Snippets

You may have noticed that Google selects featured snippets to provide users with concise answers directly on the search results page. These snippets are extracted from web pages that effectively address common queries. To increase your chances, write concise, direct answers:

Length of Therapy Sessions
My standard therapy sessions last 50 minutes. Extended 90-minute sessions are available upon request.

Use Internal Links

If an answer requires a longer explanation, link to a separate page rather than overloading the FAQ section. However, keep in mind that while this approach can help clients get all the information they need, it also moves them away from your Contact page—potentially distracting them from reaching out. Before linking elsewhere, ask yourself if this is absolutely necessary.

Who I Work With
I help young adults who are navigating the challenges of removing alcohol from their lives and creating a more fulfilling, balanced future. If this sounds like you, visit my Services page to learn more about how we can work together.

8. Review and Update Your FAQ Section Regularly

If you frequently receive the same questions from potential clients, it’s a sign that your FAQ section may need adjustments. Every few months, review your FAQ content and:

• Remove outdated information

• Add new details based on common client inquiries

• Ensure it still aligns with your practice policies

Conclusion: A Strong FAQ Section = More Bookings and Smoother Onboarding

A well-structured FAQ section helps potential clients get the answers they need while making it easier for you to run your practice smoothly. Keep it concise, integrate it into key pages, and write in a warm, approachable tone. And don’t forget—your FAQ section is a powerful SEO tool when structured the right way.

Now, take a look at your own FAQ section. Is it helping or hindering your client journey? If it needs a refresh, start making these simple updates today!