Someone looking for a psychotherapist does it discreetly, usually on a phone, usually at night, and almost never wants to speak to a person in order to book.
That is the whole brief. The rest of the build follows from it.
What a psychotherapy site actually needs
Booking without talking to anyone. The most important decision on the page. A phone number as the only route filters out exactly the people with the greatest need and the least capacity to call.
The price of a session, published. The most common objection and the worst decision to hide. Someone considering therapy needs to know whether they can afford it before exposing themselves. A hidden price does not produce a call, it produces a closed tab.
The method, explained plainly. Cognitive-behavioural, psychodynamic, systemic — to a therapist these are substantive distinctions; to someone seeking help they are a list of words. Written as "what this means for you in a session", they become useful.
The format: online, in the room, or both. With what each means in practice — platform, duration, what happens if the connection drops.
Who you work with and who you do not. A therapist who works with adults and not children says so. It saves both sides time.
What happens in the first session. The strongest page on a psychotherapy site. The unknown is the main reason people postpone.
The constraint that changes everything
No remarketing pixels. No exceptions.
A Facebook or Google pixel on a psychotherapy site means someone who read the anxiety page can end up seeing correlated ads, including on a device shared with someone else. That is a confidentiality problem with real consequences, not a technical subtlety.
What can be used instead: analytics without cookies and without individual identification, which says how many people read a page without saying who.
Forms do not email their contents in the clear. If there is a contact form, what someone writes in it has no business sitting in an unencrypted message that then stays in an inbox indefinitely.
Common mistakes
Stock photos of sad people looking out of windows. The most used image in the field, and the clearest signal that the page was not thought about.
Price "on request". See above.
A form with no statement of what happens to the message. Someone writing something personal deserves to know who reads it and how long it is kept.
No photograph of the therapist. The one exception to the discretion rule: people want to see who they will be talking to. A real face raises bookings more than any text.
What we build
A prerendered site with direct online booking and no individual tracking. A page per issue worked with and per session format. Cookieless analytics. Forms that do not send sensitive content in the clear. Romanian and Russian. Structured data with no claims you cannot stand behind.
Questions
Why can I not put a Facebook pixel on the site?
Because remarketing could show therapy-related ads based on the pages someone read, including on a shared device. The risk falls on the patient, and the responsibility stays with the practice.
Do I have to show the session price?
Not required, but hiding it costs more than it brings. Someone seeking therapy first works out whether they can afford it, and if they cannot find out, they close the page.
Can I publish patient testimonials?
It is a delicate area. An identifiable testimonial raises a confidentiality problem even with the patient's consent. The safer alternative is to describe the process rather than other people's outcomes.
Is online booking worth it, or is a phone enough?
It is worth it. The barrier to calling is real, and it is highest for the people who need help most.