Are you a therapist thinking about how to market your therapy services on the web? If so, you're already savvier than most. Thousands of therapists have no web presence at all, in spite of the fact that a web site can be an easy and cost-effective way to get new clients. A web site can cost less than $100 a year, and can be updated as often or as rarely as you like. At that cost, it can pay for itself with just one new client.

If you decide to promote your practice with a web site - or if you're looking to make improvements to an existing site - we recommend starting with these five ideas in mind.

1. Speak in the first person.

Your web site is your potential client's first introduction to you. Why make it seem like some mysterious third person is doing all the talking? Instead of saying "Mary Smith, MFT, works with families of alcoholics," say "I work with families of alcoholics." Potential clients will feel more connected to you-and they'll be more likely to schedule an appointment.

2. Use color wisely.

You want your site to be warm and distinctive. You also want it to be clear and readable enough that it does not scare off your potential audience. Simple, two- and three-color designs with ample white space are most readable. Avoid overly flashy graphics and animations, as these distract from your message. And never use pop-up graphics, as these irritate the people you want to bring in!

3. Use pictures-including pictures of yourself.

Seeing your face and even your office can help potential clients to feel connected to you and comfortable with you. It also can alleviate the anxiety they may be feeling when they first come to your office, if they already have a sense of what you and your office look like. We recommend using color photos, as these are more vibrant and lifelike than black and whites, but this is also partly an artistic decision to be made considering the overall appearance of your site.

4. Show your skills.

If you have specialized training or expertise in a particular area, your web site is the place to promote it! Think of the clients you are most trying to reach, and spell out for them precisely why they should go to you.

What makes you special or unique as a therapist? While many of us are reluctant to promote ourselves (and certainly, there is a line you can cross that will turn clients off), it helps potential clients make an informed choice when they know exactly what sets you apart.

5. Offer the right amount of information.

Unlike in yellow pages or newspaper ads, there is no limit to the amount of information you can include on your web site, or even on a specific page. However, potential clients are not interested in reading a novel about you. They want to get the information necessary to choose a good therapist, and they want it quickly.

As a general rule, you should rarely offer more than four paragraphs on a single page, and you should aim for efficiency in the information you present. Using bold type, bullet lists, and other means of emphasis, you can put across a lot of information in a short span.

If you have more than four paragraphs of information on a particular subject, consider breaking the material into two or more different pages.

(There are some notable exceptions to this general rule. Many therapists offer within their sites a page that is a broad statement on the therapist's treatment philosophy and methods of choice, along with significant explanations of how and why they work in their chosen ways. Such a page would be expected to go well beyond four paragraphs, and certainly some potential clients would be delighted to have this information when choosing their therapist.)

There you have it - five tips for building a better therapy web site. Of course, there is always more to learn. If you would like to learn more, please visit http://www.therapymarketing.net to download our FREE brochure, "11 tips for building a better therapy web site." It has all the tips above, plus six more ways to make your site a success. You may also be interested in our newsletter - it's free too!

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