A A step-by-step framework you can implement this week you can implement this week

This checklist is built for solo counselors, small group practices, and associate therapists managing their own web presence. If you have 1-5 practitioners, you're in the right place.

If your practice has in-house marketing staff or works with a full-service agency, use this as a verification tool—check whether your team is handling these basics correctly. The checklist works regardless of your platform (WordPress, Wix, Squarespace, or custom build), though implementation details vary.

One note on YMYL: counseling falls under healthcare. Google takes a stricter view of counseling site quality and authority than, say, a plumbing site. That doesn't mean SEO is harder—it means skipping the basics costs you more in visibility.

This is educational content, not clinical or legal advice. Verify state-specific advertising rules with your licensing board and consult your compliance officer before publishing changes.

On-page SEO means the signals Google reads directly from your website. For counselors, this breaks into three layers:

• Credibility layer: credentials, licensure, insurance accepted, and client testimonials. Google can see these.
• Relevance layer: title tags, meta descriptions, H1s, and body copy that clearly state what services you offer and to whom. Match what people actually search.
• Structure layer: internal linking, heading hierarchy, and schema markup (structured data) that tell Google how your pages relate to each other.

Most solo counselors skip the structure layer entirely. You don't need it for ranking locally (a strong GBP does that job), but it does help when someone searches your name directly or finds you through a broad service search.

The credibility layer is what separates counseling sites from commodity websites. Include your license number, graduation year, certifications, and insurance partnerships prominently. This also protects you legally—transparent disclosure prevents advertising complaints to your state board.

Technical SEO is the behind-the-scenes stuff that makes Google's job easier. For counseling practices, focus on four areas:

• [bank SEO checklist](/resources/banks/bank-seo-checklist): Your site must render correctly on phones. Test at Google Mobile-Friendly Test. No exceptions.
• Page speed: Pages should load in under 3 seconds on a 4G connection. Use Google PageSpeed Insights to audit. Image optimization and plugin cleanup typically solve this.
• Secure HTTPS: All pages served over SSL/TLS. This is now table-stakes. Most hosts offer free SSL certificates.
• Crawlability: Make sure Google can access your pages. Blocked robots.txt, noindex tags, or password-protected directories hide your site. Check Google Search Console for crawl errors.

If you use a platform like Squarespace or Wix, most of this is handled for you. If you run WordPress, install Yoast SEO or All in One SEO and follow their recommendations.

HIPAA compliance doesn't conflict with technical SEO. Your contact forms can be secure and fast. Your appointment calendars don't need to be hidden from Google—just make sure they don't store Protected Health Information in URL parameters or unencrypted fields.

New counseling websites often publish too much, too fast, and in the wrong order. Here's the priority sequence:

Tier 1 (Do First): Home page, About page, Services page, and Contact page. These four pages establish what you do and how to reach you. Each should be 300–500 words and include your license number, credentials, and what conditions/specialties you treat.

Tier 2 (Do Next): Individual service pages for each specialty you offer (e.g., anxiety treatment, grief counseling, couples therapy). One page per service. 400–600 words each. This is where you match search intent. Someone searching "anxiety counselor near [city]" should land on your anxiety treatment page, not your home page.

Tier 3 (Build Depth): Condition or specialty pages for less common offerings (trauma-informed care, EMDR, grief support groups). These attract searchers with specific needs and establish authority in your niche.

Tier 4 (Blog): Educational content (e.g., "How to recognize depression," "Coping skills for stress"). Blog posts drive long-tail traffic and demonstrate expertise, but they're not urgent. Don't start here.

In our experience working with counseling practices, moving beyond Tier 2 before your Tier 1 and Tier 2 pages rank is wasted effort. Focus on depth of each page (comprehensive, helpful, credible) before adding volume.

Week 1: Directory Citations & GBP

• Claim your Google Business Profile (if not already claimed). Upload a professional photo, fill out all fields, and add your top 3 service categories.
• Verify NAP (name, address, phone) consistency across Psychology Today, TherapyDen, GoodTherapy, and AAMFT directory. Correct any mismatches.
• Request 3-5 client reviews on your GBP. Keep requests ethical—mention it in your closing session or in a follow-up note. Do not offer incentives or violate ACA Code of Ethics Section C.6.

Week 2: On-Page Optimization

• Audit your Services page. Does it clearly list each service and target audience? Add a table or list of conditions you treat.
• Write or rewrite your meta descriptions (the 155-character snippets that appear in Google search results) for your top 5 pages. Include your specialty and location.
• Add schema markup for LocalBusiness to your home page. Use Google's Structured Data Markup Helper or ask your developer.

Week 3: Technical Cleanup

• Run your site through Google PageSpeed Insights. Compress images larger than 100KB and enable caching.
• Check Google Search Console for crawl errors and index coverage issues. Fix any blocked pages.
• Verify your site is mobile-friendly using Google Mobile-Friendly Test.

Week 4: Content Depth

• Expand one service page from 300 to 600+ words. Answer the questions your ideal client asks (e.g., "What is CBT?" or "Do you work with insurance?").
• Add internal links from your home page and About page to your strongest service pages.

Most counselors see measurable local visibility improvement (more GBP views, higher local pack ranking) within 2-3 weeks of Week 1 actions.

This is educational content, not legal advice. Verify these requirements with your state licensing board and compliance officer.

Counseling advertising rules vary by state and credential (LPC, LCSW, LMFT, etc.). Before publishing your website or making changes, check:

• License disclosures: Most states require your full license number, issuing state, and credential type to be visible. Not hidden in a footer—visible in your About or Services page header.
• Claim disclaimers: If you say you treat depression or anxiety, be ready to defend it. Avoid overstating outcomes (e.g., "cure anxiety" instead of "evidence-based treatment for anxiety").
• Testimonials and reviews: Client testimonials on your site must be genuine, uncoerced, and verifiable. Do not fabricate reviews or ask clients to post in exchange for a discount. The ACA Code of Ethics Section C.6 restricts how you solicit testimonials.
• Advertising restrictions: Your state board's advertising rules govern what you can claim about results, credentials, and specializations. Read them directly on your state's licensing board website, not from an SEO guide.
• Insurance and payment claims: If you say "insurance accepted" or "sliding scale," be specific. List which insurance plans you accept and what your sliding scale range is.

Google Search Console flags some of these issues (e.g., reviews that appear fabricated or health claims that violate local law). Use it as a second check, not your primary guide.