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.
Every therapy website should tell visitors, clearly and calmly, that the practice is not an emergency service. It should also say how to get immediate help: call or text 988, chat at 988lifeline.org, or call 911 in an emergency. Put that notice where a person in distress will see it, especially near your contact form and phone number.
Therapists cannot answer messages around the clock, and a website contact form is not monitored like a crisis line. A short, accurate notice protects the person reaching out and sets honest expectations. This guide gives you wording, the current details of the 988 Lifeline, and where to place the information.
It is part of our Therapy Practice Marketing Guide. Check any state or payer requirements that apply to your practice, and keep your wording consistent with your informed consent documents.
Key Takeaways
- State plainly that your practice and website are not monitored for emergencies.
- The 988 Lifeline is available by call, text and chat, 24/7, free and confidential, according to 988lifeline.org.
- Veterans can dial 988 and press 1, or text 838255, per the Veterans Crisis Line.
- Callers can press 2 for Spanish, and texters can type "Ayuda", according to the 988 Lifeline FAQ.
- Place crisis information in the footer of every page and right next to every contact form.
Why every therapy site needs it
A person may find your site in a hard moment. If they write "I don't want to be here anymore" into your contact form at 11 p.m., they will not get a reply until you check messages. A visible notice points them to help that is available now.
It also supports honest informed consent. The ACA Code of Ethics, Standard H.2.a, lists issues counselors address in informed consent when using distance counseling or technology, including "anticipated response time" and "emergency procedures to follow when the counselor is not available." Your website is where many people first learn those limits.
The 988 Lifeline: current details
According to 988lifeline.org (checked 29 October 2026):
- Call 988.
- Text 988.
- Chat at chat.988lifeline.org.
- It is available 24/7/365, and conversations are free and confidential.
- It is "for everyone": mental health struggles, emotional distress, alcohol or drug use concerns, or needing someone to talk to.
- People can also reach out for help for a friend or loved one.
- There is a dedicated page for Deaf and hard of hearing users.
The Lifeline's FAQ page adds:
- When calling, press 2 to connect to a Spanish-speaking crisis counselor.
- When texting in Spanish, people are asked to type "Ayuda".
- The Lifeline covers all areas of the country, even where no local crisis center participates.
- Calls to 1-800-SUICIDE have been routed through the 988 network since March 2007.
The site also states that the LGBTQ+ youth specialized service, known as the "Press 3 option," has been restored.
Veterans
The Veterans Crisis Line says veterans and their loved ones can dial 988 then press 1, or text 838255, for 24/7 confidential support.
988 and 911
SAMHSA's 988 Partner Toolkit includes a fact sheet on the key differences between 988 and 911, to help people know when to reach out for behavioral health support versus emergency services. On your site, a simple distinction works: 988 for a mental health or suicidal crisis, 911 for an immediate danger to life.
The core notice
Keep it short, calm and direct. Here is wording you can adapt:
> If you are in crisis > This practice is not an emergency service, and messages sent through this website are not monitored around the clock. If you are thinking about suicide or are in emotional distress, call or text 988, or chat at 988lifeline.org, to reach the 988 Suicide & Crisis Lifeline 24/7. Veterans can dial 988 and press 1. If you or someone else is in immediate danger, call 911 or go to the nearest emergency room.
Tips on tone:
- Avoid alarming design like flashing red banners. Use a clear, readable block.
- Use the words people use: "in crisis", "thinking about suicide", "emotional distress".
- Make the number a tap-to-call link on mobile, and the chat a real link.
- Keep it consistent everywhere it appears.
If you serve clients in other languages, translate the notice and mention the Spanish options above.
Where to place it
| Location | What to show | Why |
|---|---|---|
| Footer on every page | One line: "In crisis? Call or text 988. In an emergency, call 911." | Always visible, low key |
| Contact page | The full notice, above the form | People may write about a crisis |
| Contact form itself | A line above the submit button | Last chance before they send |
| Booking pages | One line near the calendar | Booking is not urgent care |
| Telehealth page | Full notice plus how you handle emergencies during sessions | Remote clients need a plan |
| Specialty pages on suicide, self-harm or trauma | Full notice near the top | Higher likelihood of distress |
| Blog posts on sensitive topics | Short notice at the start or end | Readers may not see the footer |
A dedicated "Crisis resources" page is also useful. Link it from your navigation or footer, and include local crisis services if you know them. Check local numbers before you publish and review them periodically.
Forms, email and voicemail
Your crisis information should appear wherever someone might try to reach you:
- Contact forms. Add the one-line notice above the submit button. Consider a short auto-reply that repeats it.
- Auto-reply emails. "Thank you for reaching out. I usually reply within one business day. If you are in crisis, call or text 988."
- Voicemail greeting. Say the same thing in plain words.
- Newsletter footer. See Email Newsletters for Therapists.
- Directory profiles. Some directories have a field for it. If not, include a line in your statement.
Never ask people to describe a crisis in a web form. Keep form fields general; detailed clinical information belongs in a secure intake process. Our guide to HIPAA-Compliant Contact Forms, Intake and Scheduling covers form design.
Using the 988 logo and materials
The 988 Lifeline's media resources page links to official 988 logo and branding resources from SAMHSA and to the partner toolkit. If you want to use the 988 logo on your site, follow those guidelines rather than recreating or altering it. A plain text link is always fine.
Keep it accurate
Crisis details change. Phone menu options and services have changed over time. Put a recurring reminder on your calendar, perhaps every quarter, to:
- Check 988lifeline.org and the Veterans Crisis Line pages.
- Test every crisis link and tap-to-call number on your site.
- Confirm any local crisis numbers you list.
- Update auto-replies and voicemail if anything changed.
Your crisis notice is one item on a wider list of things every therapy website needs. See 7 Essential Features Every Therapy Website Needs.
Next step
Crisis information is part of a launch-ready therapy site, alongside privacy, accessibility and the Good Faith Estimate notice. The Therapy Practice Website Launch Checklist pulls these together. To check whether your current site shows crisis information in the right places, get a free 20–30 page website audit within 24 hours.
Frequently asked questions
What should a therapist website say about emergencies?
That the practice is not an emergency service and messages are not monitored around the clock, followed by how to get help now: call or text 988, chat at 988lifeline.org, or call 911 in an emergency.
Can people text 988?
Yes. The 988 Lifeline says people can call, text or chat, 24/7. Spanish-speaking texters are asked to type "Ayuda".
How do veterans reach the Veterans Crisis Line?
The Veterans Crisis Line says veterans and their loved ones can dial 988 then press 1, or text 838255.
Where should crisis information go on my site?
In the footer of every page, above every contact form, on your contact and telehealth pages, and near the top of pages about suicide, self-harm or trauma.
Can I use the 988 logo on my website?
The 988 Lifeline's media resources page links to official logo and branding guidance from SAMHSA. Follow it, or use a plain text link instead.
