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.
A solo therapist website sells one person. A group practice website has to help a visitor choose among several clinicians, route them to someone with an opening, and keep each clinician's details accurate as people join and leave. That changes the structure, the intake flow and how you handle Google listings and associate disclosures.
Solo sites can be simple: a strong home page, an About page, specialty pages, fees and contact. Group sites need clinician pages, a matching path, a central intake process and a plan for staff changes. This guide compares the two and lists what a group site needs that a solo site does not.
It is part of our Therapy Practice Marketing Guide.
Key Takeaways
- Solo sites build trust in one clinician; group sites must also build trust in the practice and help visitors choose.
- Each clinician needs a page with accurate license, credentials, specialties, availability and fees.
- A matching path, such as a short intake call or a filterable directory, reduces drop-off from "who do I pick?"
- Google allows separate profiles for public-facing practitioners, plus one for the practice location.
- Associates and trainees need clear status and supervision details; California's rule is one example.
Two different jobs
| Solo practice site | Group practice site | |
|---|---|---|
| Main question | "Is this person right for me?" | "Is this practice right for me, and who here?" |
| Trust signals | One clinician's credentials and voice | Practice standards plus each clinician |
| Navigation | About, specialties, fees, contact | Team directory, specialties, locations, fees, intake |
| Booking | Direct to the clinician | Central intake or per-clinician calendars |
| Upkeep | Occasional updates | Constant: hires, departures, openings |
| Voice | First person ("I") | "We" for the practice, first person on bios |
Neither is better. They solve different problems. A solo therapist who plans to hire in a year may want a site built to grow into a group.
Clinician pages
Every clinician in a group needs their own page. These pages carry a lot of weight: many visitors land on a bio from Google, Psychology Today or a referral.
Each page should include:
- Name, license type and state, and license number where required.
- Degrees and relevant training, stated accurately.
- The issues and populations they focus on, linked to the practice's specialty pages.
- Their approach in plain words, ideally with a short first-person quote.
- Session format: in person, telehealth, or both, and which office.
- Insurance accepted and fee, or a link to the fees page.
- Current availability ("accepting new clients", "waitlist") kept up to date.
- A clear booking or contact button.
Accuracy rules apply to how the practice describes its clinicians. The ACA Code of Ethics, Standard C.4.a, says counselors "truthfully represent the qualifications of their professional colleagues." Never describe a nurse practitioner as a psychiatrist, or an associate as fully licensed. Use each person's actual title.
Google's people-first content guidance also encourages clear authorship. If clinicians write blog posts, link each byline to their bio.
For tips on writing the bios themselves, see How to Write a Therapist About Page.
Associates, trainees and supervision
Many group practices employ pre-licensed clinicians. Some state rules require specific disclosures.
For example, in California, the Board of Behavioral Sciences' advertising rule (16 CCR 1811, board-approved text) says registrants must include in advertising the name of their employer, and that they are supervised by a licensed person. It also restricts using abbreviations like "AMFT" unless the full title "Registered Associate Marriage and Family Therapist" also appears. Other states differ, so check your board's rules for each license type you employ.
On the website, that usually means a clear title on each associate's bio, the supervisor's name if your state requires it, and an explanation on the fees page if associates offer lower rates.
Matching clients to the right clinician
The biggest risk on a group site is choice overload. A visitor sees twelve smiling headshots and leaves.
Ways to help:
- Lead with problems, not people. Organize the site around specialties, then show the clinicians who treat each one.
- Filter the team page by issue, age group, insurance, location, telehealth and availability.
- Offer a matching call. "Not sure who to choose? Our intake coordinator will match you."
- Show availability honestly. Hide or flag clinicians who are full so visitors do not fall in love with someone who has a six-month waitlist.
- Keep forms short. Ask only what you need to match: name, contact, preferred times, insurance, a general reason for reaching out. Clinical details belong in a secure intake system.
Scheduling and intake
Solo therapists often use one calendar link. Groups usually choose between:
- Central intake: a coordinator or form routes every inquiry. Better matching, more staff time.
- Per-clinician booking: visitors book directly. Faster, but more mismatched first sessions.
- Hybrid: direct booking for returning or clearly matched clients, central intake for everyone else.
Whichever you choose, privacy rules apply to the booking flow. HHS's tracking technologies guidance says tracking on an unauthenticated page where people schedule appointments may collect PHI, in which case HIPAA applies. Keep ad pixels off booking pages. See Tracking Pixels on Therapy Websites and Should Therapists Use Online Booking on Their Website?.
Google listings for groups
Google's Business Profile guidelines set specific rules for practitioners:
- The practice has one profile per location.
- Individual practitioners can have their own profile if they are public-facing and reachable at the verified location during stated hours.
- A practitioner should not have multiple profiles for different specialties.
- When several practitioners work at one location, the organization's profile is separate from theirs.
Practitioner profiles are optional. They can help a well-known clinician appear in searches for their name. They also collect their own reviews and need managing when someone leaves. Decide on a policy before you create them. More detail is in Google Business Profile for Therapists.
Keeping a group site current
The most common group site problem is stale information. Build a routine:
- When a clinician joins: bio page, photo, specialties, insurance, availability, directory profiles.
- When a clinician leaves: remove or redirect their page to the team page, update specialty pages, and handle their Google profile.
- Monthly: check availability flags and insurance lists.
- Quarterly: review every bio for accuracy, including licenses and certifications.
If your site makes these updates hard, that is a sign it was built for a solo practice. A content system with a structured clinician template saves hours.
Next step
If you are growing from solo to group, the next questions are about hiring and capacity. Recruiting Therapists: Building a Careers Page covers the hiring side. For a site built around clinician pages and intake, see our therapy practice website services. To check how your current site handles choice and availability, get a free 20–30 page website audit within 24 hours.
Frequently asked questions
Does each therapist in a group need their own page?
Yes. Visitors often arrive on a clinician's bio from search or directories, and a dedicated page lets you show each person's license, focus, availability and fees accurately.
Should a group practice let clients book directly with a therapist?
It can, but direct booking leads to more mismatches. Many groups offer a matching call or central intake alongside direct booking for clearly matched clients.
Should every clinician have a Google Business Profile?
It is optional. Google allows public-facing practitioners to have their own profile. Weigh the visibility against the work of managing reviews and departures.
How do I list associates or trainees on my website?
Use their exact registered title and follow your state's advertising rules. In California, for example, registrants must name their employer and state that they are supervised.
What should happen to a bio when a therapist leaves?
Remove it or redirect it to your team page, update any specialty pages that listed them, and decide what to do with their Google profile. Do not leave a departed clinician listed as available.
