If you’re a therapist in private practice, your website probably isn’t something you think about very often because you feel like your work is already done. Maybe you hired a designer, wrote your bio, listed your specialties, and added a contact form. Then you moved on to the much more important work of actually seeing clients. But if your website has been sitting untouched for years, it may be time to give it some attention.
So how often should therapists update their websites?
There’s no need to redesign your website every year. But you should review your website regularly and update its content whenever something important changes.
Here’s what that can look like.
Review your website at least once a year
Once a year, take a little time to look at your website as though you’re a prospective client seeing it for the first time. Ask yourself:
- Does it accurately describe the practice I have today?
- Are my specialties and areas of focus still accurate?
- Do I still want to work with the types of clients described on my website?
- Are my fees current?
- Is my availability accurate?
- Are my contact details correct?
- Do all of my links and forms work?
- Do I still sound like myself?
That last question is particularly important because your practice may have changed considerably since you first wrote your website. Your clinical interests may have evolved. You may have developed a particular specialty. You may have changed the way you talk about your work.
Your website should reflect the therapist you are now and not the therapist you were when you first launched it.
Update your website whenever your practice changes
If you stop accepting new clients, change your fees, begin offering teletherapy, move offices, add a specialty, or change your availability, update your website as soon as possible. Few things are more frustrating for a prospective client than finding a therapist who appears to be a perfect fit, only to discover that the information on the website is no longer accurate.
Keeping basic information current is less about search engine optimization (SEO) than it is about creating a good experience for potential clients.
Your therapist bio deserves regular attention, too
Your bio may be one of the most important pages on your website. Prospective clients aren’t just evaluating your credentials. They’re trying to imagine what it would feel like to work with you. If you wrote your bio five years ago, ask whether it still captures who you are.
- Have you learned something new about your work?
- Have you developed a stronger clinical perspective?
- Are there aspects of your approach that you now emphasize?
You don’t necessarily need to rewrite the entire thing. Sometimes a few thoughtful changes can make a bio feel much more current and personal.
How often should therapists add new blog posts?
You likely already know where I’m going with this if you’ve spent any time on my website. I’m a huge fan of blogging and the question, “How often should I add a new blog post?” depends on where you are in your business. If you’re new and trying to grow, I’d blog every week. If you just want to maintain where you are, blogging once a month is the minimum.
Also, keep in mind that quality counts. One thoughtful article that answers a question your ideal clients are actually asking is more valuable than four rushed posts that don’t say anything particularly distinctive. And if you’re looking for ideas, check out my post about 50 blog post ideas.
And yes, you should update old blog posts! Especially if they’re still getting traffic. Look at your older posts periodically and ask:
- Is the information still accurate?
- Are the links still working?
- Could I make the article more useful?
- Does it still reflect my clinical perspective?
- Is there anything important I’ve learned since I originally wrote it?
- Is the call to action still relevant?
Sometimes updating an existing article is more useful than continually producing something new. Think of your website as a living representation of your practice.
Keep the important information current. Review your main pages periodically. Add genuinely useful content when you have something worth saying. Update older content when it needs it.
That’s enough. Also, you don’t have to write every word yourself. I work with therapists on website copy, blog posts, newsletters, and other content designed to communicate their expertise and connect with the clients they want to reach.
If you know your website needs attention but can’t seem to find the time to sit down and write, I’d be happy to help. Reach out to me and see if we’re a good fit.