Reaching out to a counsellor is a big step, and many people read a therapist’s website several times before they get in touch. What they are looking for is reassurance: that you are properly trained, that it will feel safe, and that they understand what happens next. Here is what helps.
Eight things people look for
1. Who you are, in your own words
A warm, plain-English introduction and a real photo. Explain your approach without jargon: rather than "integrative person-centred practitioner", say how a session with you actually feels.
2. Your registration, with a way to check it
"Counsellor" and "psychotherapist" are not protected titles in the UK, so anyone can use them, as this overview of UK regulation explains. Membership of a register accredited by the Professional Standards Authority, such as BACP, UKCP or NCPS, is what tells people you are trained and accountable. Show your membership number and link to the register.
3. Fees, session length and cancellation policy
State what a session costs, how long it lasts, whether you offer reduced fees, and how much notice you need to cancel. Being open about money takes away one of the biggest worries before a first contact.
4. What happens at the start
Do you offer a short introductory call? What happens in the first session? How many sessions do people usually have? A simple "here is what to expect" section makes the first step much easier.
5. Where and how you work
Online, by phone, in person, or a mix. If you have a room, mention access, parking and whether the waiting area is private. Small practical details matter a lot to someone who is anxious.
6. Confidentiality, explained honestly
Explain what stays private and the limits of confidentiality, and link to a clear privacy notice. Notes about clients’ mental health are special category data under UK GDPR. Many private practitioners also need to pay the ICO data protection fee, which is £52 a year for micro organisations (£5 less by direct debit), unless an exemption applies.
7. Gentle ways to get in touch
Not everyone can face a phone call. Offer a short form or an email address, say how quickly you reply, and keep the form short: a name, a way to reply, and an optional message.
8. A clear note for anyone in crisis
Explain that you cannot offer an emergency service, and point people to the right help: 999 in an emergency, NHS 111, or Samaritans on 116 123, any time of day.
What to avoid
- Promising outcomes, such as "overcome anxiety in six sessions".
- Stock photos of people looking sad.
- A contact form that asks people to explain everything before you have even spoken.
- Fees that only appear after someone has booked a call.
See it working
Our counselling demo is built around these eight points: a calm design, fees up front, registration details, a gentle contact form and a clear crisis note. Open the counselling demo.
Where to start this week
- Add your fee, session length and cancellation policy to your homepage.
- Add your register membership number with a link to the register.
- Write a short "What to expect" section.
- Check your privacy notice and whether you have paid the ICO fee.
We build websites, booking systems and Google profiles that bring in work for UK businesses. See your homepage design before you commit.