This article is part of our Therapy Practice Marketing Guide: how clients find a therapist, how to market ethically and privately, and how to choose the right help. Want to know where your practice's site stands? Get a free 20–30 page website audit within 24 hours.
An ABA therapy website needs to answer three questions fast: do you take my child's insurance, how do we get started, and who will actually work with my child. Parents searching for applied behavior analysis are often juggling a new autism diagnosis, a waitlist elsewhere and a stack of insurance paperwork. The clinic that makes the next step clear usually gets the call.
This list covers the pages and details that matter most for ABA clinics. It is part of our Therapy Practice Marketing Guide. For how these pages fit into a full awareness-to-enrollment funnel, see our article on funnel content for behavioral health and ABA providers.
Key Takeaways
- Insurance and funding information is usually the first thing parents look for, so put it in the main menu.
- Spell out your intake process step by step, including assessment, authorization and realistic timing language.
- Show each BCBA's credential and tell parents how to check it on the BACB Certificant Registry.
- Explain the roles of BCBAs and RBTs, and how supervision works, in plain words.
- Follow the BACB Ethics Code on testimonials and on publishing client images.
Why ABA sites are different
ABA is a specific, insurance-heavy service. The CDC's autism treatment page names applied behavior analysis as a notable behavioral treatment that reinforces wanted behaviors and tracks progress against measurable goals. Parents may arrive after a pediatrician or developmental specialist mentions it. They know the term, but not the process.
So an ABA website is less about persuading and more about removing friction. Each must-have below answers a question that would otherwise become a phone call, or a reason to call a different clinic.
The 12 must-haves
1. Insurance and funding page
This is often the most visited page on an ABA site. Include:
- The insurance plans you are in network with, listed by name
- Whether you accept Medicaid in your state, and which plans
- What parents should ask their insurer about ABA coverage
- Whether you help with prior authorization
- Private pay options, if you offer them
Coverage for ABA depends on the plan and the state. Avoid blanket statements like "insurance covers ABA". Say "we will check your benefits" instead.
2. A step-by-step intake page
Parents want to know what happens after they call. A numbered list works well:
- Initial call or inquiry form
- Insurance verification
- Documents you need, such as a diagnosis report or referral
- Initial assessment by a BCBA
- Treatment plan and insurance authorization
- Start of services and scheduling
Use realistic timing language, such as "timing depends on your insurer's authorization". Do not promise a start date you cannot control. If you have a waitlist, say so.
3. Credentials that parents can check
Show each clinical leader's name, credential and photo. The BACB describes the BCBA as "a graduate-level certification in behavior analysis" and says BCBAs are independent practitioners who can supervise RBTs and BCaBAs, according to its BCBA page (checked 29 October 2026).
Then make verification easy. The BACB says its Certificant Registry is "the primary resource for quickly and easily verifying" certification status, and it also shows reportable disciplinary actions. Link to it from your team page. That one link tells parents you have nothing to hide.
If your state also licenses behavior analysts, list the state license as well. Licensing rules vary by state, so confirm with your state board.
4. A clear explanation of BCBA and RBT roles
Many parents do not realize most direct sessions may be with a technician. Explain it before they find out. The BACB says Registered Behavior Technicians must "practice under the direction and close supervision of an RBT Supervisor and/or RBT Requirements Coordinator", according to its RBT page. Tell parents:
- Who designs the treatment plan
- Who delivers day-to-day sessions
- How often the BCBA observes and supervises
- How parents can reach the BCBA with questions
5. Service settings and hours
Say where therapy happens: clinic, home, school, community or telehealth parent training. List the areas you serve for in-home services. Include clinic hours and whether you offer after-school sessions.
6. Ages and programs
State the ages you serve in years. If you run distinct programs, such as early intervention, school readiness, social skills groups or parent training, give each one its own page. Specific program pages are easier for parents to find and easier for referrers to recommend.
7. A parent training and involvement page
Parents want to know their role. Explain how you involve caregivers, how often, and in what format. This also reassures parents who worry that ABA happens "to" their child rather than with the family.
8. Your approach, in plain words
Parents have often read mixed opinions about ABA online. A calm page on how your clinic practices, such as your approach to assent, play-based methods or naturalistic teaching, answers that directly. Describe what you do, not what other clinics do. Avoid outcome claims such as "most children lose their diagnosis".
9. A careers page
ABA clinics compete hard for BCBAs and RBTs. A careers page with real roles, supervision structure and training support helps you hire. Check your state's pay transparency rules before you post pay details. Our guide to building a careers page for a group practice covers structure and job posting markup.
10. A page for referrers
Pediatricians, developmental specialists and schools refer families to ABA. Give them a page with your ages, settings, insurance, availability and how to send a referral. Keep the referral method secure.
11. Location pages that are actually different
If you have several clinics, each needs its own page with its address, hours, team, services and photos of that location. Do not create thin pages for every town nearby. Google's spam policies describe pages targeted at cities that "funnel users to one page" as doorway abuse. For multi-clinic local strategy, see our local SEO services.
12. Crisis and privacy notices
Add a short notice that you are not an emergency service, with 988 and 911. Keep intake forms limited to what you need, and use a form or scheduling tool whose vendor signs a business associate agreement if it collects health information. Our guide to HIPAA-compliant forms and scheduling explains the options.
Ethics rules that shape ABA marketing
Behavior analysts have specific rules about testimonials and client images. These come from the BACB Ethics Code for Behavior Analysts (updated August 2024, checked 29 October 2026).
| Standard | What it says (summary) | What it means for your site |
|---|---|---|
| 5.07 | Behavior analysts do not solicit testimonials from current clients or stakeholders for advertising, because of possible undue influence | Do not ask current families for reviews to use in ads or on your site |
| 5.08 | Testimonials from former clients must be identified as solicited or unsolicited, state the relationship, and follow privacy law; authors can rescind them | If you use former-client testimonials, label them and keep consent records |
| 5.10 | Before publishing client information or content on professional social media or websites, obtain informed consent and include a disclaimer | No client photos or videos without documented consent and the required disclaimer |
Standard 5.07 also notes that unsolicited reviews on sites you cannot control are not included, "but such content should not be used or shared by the behavior analyst". So do not screenshot a Google review onto your homepage.
These rules apply to BACB certificants. Your state may have additional rules. Confirm with compliance counsel before launching any review or social media campaign.
The parent journey, mapped to pages
| Parent stage | Their question | Page that answers it |
|---|---|---|
| Just heard about ABA | "What is ABA and is it right for my child?" | Your approach, plus an explainer article |
| Comparing clinics | "Do they take our insurance? Who works with my child?" | Insurance page, team and credentials page |
| Ready to start | "What do I do first?" | Intake steps page with a short form or phone number |
| Waiting | "What happens while we wait?" | Intake page section on next steps and parent resources |
| Enrolled | "How do I stay involved?" | Parent training page, family portal link |
Mistakes to avoid
- Hiding insurance information behind a phone call.
- Calling technicians "therapists" without explaining their role and supervision.
- Using photos or videos of real client children without documented consent.
- Asking current families for testimonials.
- Promising start dates that depend on insurance authorization.
- Copying another clinic's "approach" page.
Next step
When you are ready to compare website partners, read how to choose a website designer for your therapy practice. If you want an ABA site built around insurance, intake and credentials, see our ABA clinic website design and SEO services.
Frequently asked questions
What is the most important page on an ABA therapy website?
For most clinics, it is the insurance and funding page, followed by the intake steps page. Parents often decide whether to call based on whether their plan is listed and whether the process looks manageable.
Should we list every BCBA on our website?
Listing clinical leaders with their credentials builds trust, especially with a link to the BACB Certificant Registry so parents can verify them. Keep the team page updated as staff change, because outdated bios undermine trust.
Can ABA clinics use Google reviews on their website?
The BACB Ethics Code says behavior analysts should not solicit testimonials from current clients for advertising, and that unsolicited reviews on sites they cannot control should not be used or shared by the behavior analyst. Check the current Code and your state rules before using any review content.
Should we publish a waitlist time?
If you have a waitlist, say so, and describe it in general terms you can stand behind. Avoid exact start-date promises, because insurance authorization timing is outside your control.
Do ABA clinics need a careers page?
Most do, because hiring BCBAs and RBTs limits how many families a clinic can serve. A careers page with real roles and supervision details supports both recruiting and parent trust.
