The Private

Practice Pro
Website Planner
for private practice therapists
 About This Planner

Welcome to your private practice website workbook,

designed to help you plan a website that attracts your
ideal therapy client and grows your private practice!

Designing a therapy website can be a lot of work and

worry. Instead of having a thousand sticky notes
scattered around, you can plan it all out in one
organized space - this planner!

Building a website is definitely a marathon and not a

sprint. This workbook allows you to work
systematically and get through the process
seamlessly with less clutter and confusion.

I hope this workbook helps you and that you enjoy

using it as much as I enjoyed creating it for you.

-Kelley
LET'S START WITH THE BASICS

YOUR WEBSITE IS A WINDOW INTO

YOUR BUSINESS. MAKE SURE TO SPEAK
DIRECTLY TO THE PAIN POINTS OF YOUR
IDEAL CLIENTS.
WEBSITE VISION

Draft out your website vision. Use this space to free write about how you want your website
to feel to your ideal clients.
IDEAL THERAPY CIENT
Knowing who your target therapy client is will help you create a website that speaks to them
directly and helps them solve the problems they have. Make sure to complete the Niche
Workbook before working on this page.

The questions on the next two pages will help you to accurately determine who you your
ideal audience is for your website.

How will I do research to get this information?

Experiences with past clients Graduate school classes

Personal research Conversations with supervisors

Discovery calls Conversations with other therapists

NOTES:

Here is a guide to answering the four parts of the visual map of your ideal client below.

1) Pain points: What challenges, stressors, and pain points does your ideal client have? These
are the specific problems that your client is faced with.

2) Information sources: How is your ideal client accessing and absorbing information? Are
they reading blogs, hanging out on Instagram, or most likely to be found scrolling Pinterest in
the evenings? Your target audience could be reading books and blogs or listening to
podcasts. Knowing this will help you with your marketing efforts.

3) Objections: Your ideal client's objections to attending therapy prevent them from picking
up the phone. You should try to address any objections with your website. Examples: fear,
lack of insurance coverage, etc.

4) Goals & Values: Your target audience’s values are the things that are important to them,
what truly matters to them, and their aspirations. Their goals are something they want to
happen after attending therapy with you!
TARGET/IDEAL THERAPY CLIENT

Create a visual map of your target therapy client below.

Location: Occupation:

Age: Education:
Martial status: Income:
Gender: Children:

Information sources: Pain points:

Objections: Goals & Values:

 OTHER THERAPIST WEBSITES YOU LIKE

PRACTICE NAME: PRACTICE NAME:

Web address: Web address:

Hosting with: Hosting with:

The top things I like about their website: The top things I like about their website:

What "just works" on their website? What "just works" on their website?

Things that I don't like & will avoid doing on Things that I don't like & will avoid doing on
my website: my website:

A great website allows your future therapy clients to feel seen.

WEBSITE SUMMARY

WEB DOMAIN:

HOSTING:

The main purpose of my website is:

Pages included:

Suggested Pages:

Home page Resources

About Me About Therapy

Blog

Contact

Other Pages:

Terms & Conditions Recommended Books

Privacy Policy Courses

Copyright Resource Library

Frequently Asked Questions

Notes:
 MAP OUT YOUR PRACTICE WEBSITE
SITEMAP

Your sitemap is a diagram that can help you visualize the different pages and structures
within your private practice website. It can show you how your website flows and how each
page will be connected.
NAVIGATION
Main
FOOTER
STAND-ALONE
PAGES

Don't be afraid to outsource your website. It is okay to ask for help.

Not all therapists want to design their own private practice site.
 BUDGETING FOR YOUR WEBSITE
WEBSITE BUDGET

Every website will require a different budget. Regardless of whether you DIY your website
or hire a web designer, it's important to keep track of your expenses.

ONE TIME FEE: MONTHLY FEE: YEARLY FEE:

TOOL OR SERVICE
NAME OF TECH
LOGO DESIGN
LOGO CONCEPTS

Sketch out the different logo concepts you have. Do your primary logo and secondary logo,
as well as a monogram logo.

PRIMARY LOGO IDEAS

The primary logo is the main and most
recognizable logo of a brand. It is
designed to represent the core essence
and identity of the brand. It typically
includes the full brand name, a symbol,
or a combination of both. The primary
logo is used in most brand applications,
such as business cards, websites,
signage, and marketing material to
ensure consistent and instant brand
recognition and foster brand loyalty.

SECONDARY LOGO IDEAS

Secondary logos are variations of the
primary logo. They are adapted
versions created to fit specific
applications or environments where the
primary logo might not work optimally
due to size constraints or design
limitations. Secondary logos are used in
scenarios where the primary logo might
be too complex or doesn't fit well.

MONOGRAM LOGO IDEAS

A monogram logo consists of the initials
of a brand, often creatively intertwined
or stylized. It provides a unique and
compact representation of the brand's
identity. Monogram logos are
commonly used in situations where a
simplified and elegant branding
approach is needed.
GOALS BRAINSTORMING

WEBSITE URL:

Marketing: Subscribers:

MY WEBSITE
GOALS

Traffic: Income:

NOTES
INSPO BOARD FOR WEBSITE
Upload images into Canva using the “Uploads” tab on the left-hand side of the screen. Add images to
your inspo board by dragging and dropping them from your Uploads into the frames below!

# # #
WEBSITE BRAND BOARD

Logo Colors

Typography

Header 1: Header 2:

Header 3: Header 4:

Body:

Elements: Textures:
SOCIAL MEDIA LINKS
Note here what social media accounts will be connected to your website.

Instagram
Handle:

Email: Password:

Facebook
Handle:

Email: Password:

LinkedIn
Handle:

Email: Password:

X (formerly Twitter)
Handle:

Email: Password:

YouTube
Handle:

Email: Password:
WEBSITE SEO
ON-PAGE SEO
On-page SEO is optimizing your web pages so that they rank higher in search engines and
that your chances of getting found organically are higher. On-page is anything that happens
on your website like your blog pages, home pages, etc.

OFF-PAGE SEO
Off-page SEO refers to the things that happen on the backend. Things such as social sharing,
marketing, and external links. Off-page SEO is basically things you can do that don't include
changing anything to your website.

ON-PAGE SEO CHECKLIST

Keyword research: research competitors

Page titles
Image alt text
Image file names
Meta description
SEO friendly URLs
Internal linking improvements
Site speed
User experience
High-quality content
Optimize headings (H1, H2)
Optimize keyword placement

ON-PAGE SEO CHECKLIST

Backlinks: relevant websites with similar audience

Social media marketing

Guest blogging
Building your brand
Positive reviews
Forum posting
COMMON KEYWORDS FOR
PRIVATE PRACTICE THERAPISTS
TOPIC

LONG-TAIL KEYWORDS

SHORT-TAIL KEYWORDS BROAD KEYWORDS

WEBSITE LAUNCH CHECKLIST

PRE LAUNCH

Check all content for spelling mistakes

Test all your links

Image alt text
Make sure all images are clear
Social media: promote that your website is launching soon
Check site on mobile/tablet
Update URL everywhere that it needs to be updated
Test contact form
Test subscribe forms

POST LAUNCH

Add new website links to Instagram and Facebook

Update your Google Business account if you have one

Respond to any comments/feedback

Ensure you have a strategy for the first couple of weeks to promote website
WEBSITE
pages
SUGGESTED HOMEPAGE LAYOUT
EXAMPLE OF HOME PAGE

Main navigation

Logo Navigation buttons/drop-down menus

ABOVE THE FOLD

EYE-CATCHING HEADLINE DIRECTED TOWARD YOUR IDEAL CLIENT

This is also called the "Hero Section"

Call-to-action

text about benefits or addressing stressors/pain points

HEADSHOT OF YOU Introduce yourself to your audience.

Remember to speak to their pain points
even when you are writing about yourself.

Social proof/testimonials/featured in
Logos of places you were featured in, kind words (reviews) from other therapists

Email list/Subscribe option

BONUS FEATURE
Feature blog, client work, products, another call-to-action — choose what
would best suit your business

Link to contact, t&c's, privacy policy Social media links in footer

HOME PAGE CHECKLIST

HOME PAGE CHECKLIST

All copy has been clearly thought of & planned out

Top navigation bar: logo, dropdown menu, or navigation buttons

Clear and concise intro with eye-catching heading above the fold

Every word on your homepage has been put through the lens of a potential client

Clearly mentions ideal client’s pain points or stressors

Branded, eye-catching, and high-quality imagery

Don't forget the power of color choices

Introduce yourself or link to an "About Me” page

Section for clients to subscribe to freebie, lead magnet, or newsletter

Include navigation to blogs or any other important pages

Bottom navigation with other important links (privacy policy, social media, T&C's)

Page title optimized for search engines

Meta description optimized for search engines

Image alt tags optimized with SEO descriptions

Links optimized and working

MY HOMEPAGE CONTENT
PLAN & DRAFT OUT YOUR HOMEPAGE

There can be many different layouts for a Homepage. Using the guide above, summarize
how you would like to lay yours out.

Summarize the flow of your Homepage here

NAVIGATION SECTION
Navigation buttons/drop-down menu

Notes
MY HOME PAGE CONTENT
PLAN & DRAFT OUT YOUR HOME PAGE

HERO SECTION

Hero text ideas

Video or image details for hero

Links included

Stressors/pain points copy

Notes
MY HOME PAGE CONTENT
PLAN & DRAFT OUT YOUR HOME PAGE

ABOUT ME

ABOUT ME COPY IMAGE TO USE

SOCIAL PROOF/TESTIMONIALS/PAST CLIENT FEATURES

Images used

1 2 3

SUBSCRIBE
Main focus

Text to use

Link

FOOTER
Navigation buttons
ABOUT PAGE
EXAMPLE OF ABOUT PAGE

There is no perfect formula for an About page. This layout is simply to guide you through
creating your own About page that shows your customers who you truly are and gives them
an idea of what it might be like to work with you. When writing your About page, try to
picture yourself meeting up with a potential client and having a chat with them. Think about
what you would tell someone in person.

Logo Navigation buttons/drop-down menus

EYE-CATCHING HEADLINE
Image of you
What you do/who you do it for

TEXT
Tell your audience about yourself here. Describe the customers that you serve and the pain
points that you address. Share any impressive qualifications or experience in this paragraph.

Something unique

Share something unique that conveys your personality and will make your
audience remember you.

Credibility

Include your achievements, past clients, or qualifications.

YOUR WHY
Make sure to reiterate the why of your business on your About page. Being clear on your values
and why you do what you do or why you help who you help will create trust and confidence.

ALL ABOUT THE AUDIENCE

Make sure to let your audience know that they are in the right place because YOU have the
solution to their problems.

Call-to-action
ABOUT PAGE CHECKLIST
ABOUT PAGE CHECKLIST

On-brand image of you

A headline that grabs attention

Text that clearly tells your audience what you do and who you do it for

If you have a unique or special story about yourself, share it here

Share any achievements, past clients, or qualifications

Talk about where you started from and the why of your business

Facts or unique quirks about yourself

A call-to-action

Image alt tags SEO optimized

Links checked and working

Meta description optimized

Page title optimized

ABOUT PAGE CONTENT
PLAN & DRAFT OUT YOUR ABOUT PAGE

Take time to think about how you would want your About page to flow. Do you want your
achievements first? Your unique personality to capture attention right off the bat?

Summarize the flow of your About page here

Your eye-catching headline

Copy to include in sub-heading or the first paragraph at the top of the page

Main image of yourself will be

What do you do and who do you do it for?

ABOUT PAGE CONTENT

Unique quirk or fact about you that you will share

What achievements or past qualifications will you mention?

REVIEWS AND TESTIMONIALS TO USE:

1 2 3

How will you let your audience know that you're the right fit for them?

Write one sentence that clearly explains the why behind your business

Your call-to-action on the About page

ABOUT THERAPY PAGE
EXAMPLE OF AN ABOUT THERAPY PAGE

An About Therapy page can include many different formats. I suggest including your therapy
fees, FAQ's about therapy with you, and clear details on how potential clients can get in
touch with you.

CLEAR HEADER TEXT

DESCRIPTION OF WHAT THERAPY IS LIKE WITH YOU

+ details
+ details
+ details
+ details

Your Rates and Insurance Policies

Book Now/More Info

This can lead to an additional

page with more info or directly
to your contact page.

FAQ
Answer any frequently asked questions.

CONTACT INFO
Have clear info on how your audience can contact you if you they want to know more.
ABOUT THERAPY PAGE CONTENT

YOUR CLEAR HEADLINE

Write a list of the different FAQs to include

OTHER THERAPISTS WHO WOULD BE WILLING TO WRITE COLLEAGUE REVIEWS

FOR YOUR WEBSITE:

1 2 3

How potential clients will contact you:

ABOUT THERAPY PAGE CHECKLIST

SERVICES/PRODUCT PAGE CHECKLIST

Headline text for page (e.g. Therapy With Kelley or FAQs About Therapy)

Your services clearly separated and easy to glance over

A list of FAQs

Pricing options or a general price point

Testimonials or reviews from other therapists for credibility & trust

High-quality images of services in action or examples

Clearly state what your potential client might receive from therapy with you

Clear call-to-action on how clients can contact you or book a therapy session

Page title optimized for search engines

Meta description optimized for search engines

Image alt tags optimized with SEO descriptions

Links optimized and working

YOUR PRIVATE PRACTICE BLOG PAGE
EXAMPLE OF BLOG PAGE

Like your other pages, there can be many options and variations when it comes out to
layouts and design of your blog. The example below can inspire you to design your own.

CLEAR HEADER TEXT (NAME OF BLOG)

BLOG CARDS

IMAGE IMAGE

HEADING/BLOG NAME HEADING/BLOG NAME

Content Content

Link to post Link to post

IMAGE IMAGE

HEADING/BLOG NAME HEADING/BLOG NAME

Content Content

Link to post Link to post

BLOG PAGE CONTENT
Plan out the basic content of your blog pages here.

MAIN HEADLINE OF PAGE

Source of thumbnail images for blog:

Include headline text on blog cards

Include only images

Include content text below image

Include headline text above image

Include headline text on image

Include headline text below image

Will you have a sidebar?

Yes No

Write down any other notes on how you would like your blog page to be designed
BLOG PAGE SIDEBAR
There are so many things you can add to a sidebar. A sidebar isn't always necessary but can
be good for your business if done correctly. Here is a simple example below:

INTRODUCE YOURSELF

Image of you

SHORT BIO
Keep it short and sweet

Subscribe

Social media links

Linkedin IG FB Pinterest

Categories

Category 1

Category 2

Category 3

CTA + IMAGE
Examples:
Grab the freebie
Join our course
Shop now

Search bar

Contact
BLOG PAGE SIDE BAR CONTENT
Which of these can be added?

Picture of me & name Contact details or button

Short bio Social media links

Option to subscribe Promote course

Freebie or lead magnet Ads

Categories Search bar

Latest blog Button to home/shop/sales page

Draft the layout of your blog sidebar here

BLOG PAGE CHECKLIST

BLOG PAGE CHECKLIST

Clear headings that make it easy for your audience to find what they need

Category section making it easier to navigate

Search bar section

Blog posts have thumbnails

Sidebar (if you want)

Pinnable button on blog images

Social media links to share blogs

Audience clearly sees where to go to the read the blog

On-page SEO optmized

Links optimized and working

CONTACT PAGE
A short and to-the-point contact form is ideal so that your audience knows how to contact
you as well as when to contact you.

NAVIGATION TITLE (E.G. "CONTACT ME")

Which of these can be added?

Subscribe section (offering your freebie)

Social media links

Link to blog

FAQ

My contact details

Email Phone

Address Hours

Any other copy, content, and notes for this page

 WEBSITE
productivity
& goals
WEBSITE PROJECT

PROJECT NAME

DESCRIPTION OF PROJECT

Deadline details

Task break-down
Allocated time
Allocated time
Allocated time
Allocated time
Allocated time
Allocated time
Allocated time
Allocated time

Notes
WEBSITE GOAL TRACKING

MONTH

DESCRIPTION OF BIG GOAL

I would like to complete this goal by

Smaller tasks broken up

Task no. Task Completed on

Notes
TOOLS USED
Use this page to keep track of all tech tools used to create your website. For example,
email marketing, hosting, plugins, and more.

Tech tool name

Cost Monthly/yearly

Used for

Login details

Tech tool name

Cost Monthly/yearly

Used for

Login details

Tech tool name

Cost Monthly/yearly

Used for

Login details

Tech tool name

Cost Monthly/yearly

Used for

Login details

Tech tool name

Cost Monthly/yearly

Used for

Login details
PASSWORD TRACKER

ACCOUNT ACCOUNT

Description Description

Username Username

Password Password

2 Factor auth. 2 Factor auth.

ACCOUNT ACCOUNT

Description Description

Username Username

Password Password

2 Factor auth. 2 Factor auth.

ACCOUNT ACCOUNT

Description Description

Username Username

Password Password

2 Factor auth. 2 Factor auth.

ACCOUNT ACCOUNT

Description Description

Username Username

Password Password

2 Factor auth. 2 Factor auth.

TASK TRACKER

TASK DUE DONE

WEBSITE CONTENT BRAINSTORMING
BRAINSTORM WEBSITE CONTENT

Use this page to go wild with brainstorming content for a specific webpage. Anything from
images to the copy on your page.

WEB PAGE:
 BUSINESS
productivity
PRIORITY TO-DO LIST

DATE

HIGH PRIORITY LOW PRIORITY

NOTES
THINGS I NEED TO DO

MONTH

WEEK

Monday Tuesday Wednesday

Thursday Friday Saturday

Sunday Important notes

DAILY PLANNER

DATE: HABIT:

APPOINTMENTS PERSONAL TO-DO BUSINESS TO-DO

Top 3 Priorities Notes

water
intake
B
Breakfast

L
Lunch

D
Calls to make Emails to send Dinner

S
Snacks

Inspiration
WEEKLY PLANNER

WEEK: TO WEEK:

Top to-do list Habit M T W T F S S

MONTHLY PLANNER

MONTH MAIN FOCUS

WEEK 1 WEEK 2 To-do list

WEEK 3 WEEK 4

Notes
MONTHLY PLANNER

MONTH

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

PRIORITY MATRIX

INSTRUCTIONS
List all the tasks you need to get done in the priority matrix below. Start with the most
important and most urgent. The priority matrix will help you determine what needs to get
done now and how you can better balance all the tasks that you need to do.

DO NOW DO LATER
IMPORTANT

GET IT DONE SCHEDULE IT

(Important & urgent) (Important but not urgent)
NOT IMPORTANT

DELEGATE IT ELIMINATE IT
(Who else can do it) (Not important & not urgent: delete it)
PROJECT PLANNER

START DATE Objective of project

END DATE

Milestones

Task Assigned to Done

Notes
POMODORO TRACKER

DATE

TASK DONE

NOTES
YEARLY CALENDAR
undated
JANUARY

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

FEBRUARY

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

MARCH

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

APRIL

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

MAY

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

JUNE

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

JULY

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

AUGUST

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

SEPTEMBER

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

OCTOBER

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

NOVEMBER

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

DECEMBER

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

Dive Deeper with Our Courses!
Explore and master the art of building and marketing
your therapy practice with:

The Private Practice Roadmap

Unlock the secrets to establishing a
thriving therapy practice. This course is
your comprehensive guide, covering
everything from foundational principles to
advanced growth strategies.

Buy Now

Marketing For Therapist

Learn how to get your practice noticed. This
course dives into effective marketing
strategies tailored for therapists, complete
with actionable steps, templates, and
scripts.

Buy Now

Visit our Website for more resources and information.

www.theprivatepracticepro.com