Examples & patterns
Therapist Specialty Page Examples (Anxiety, Trauma, Couples…)
Specialty pages are where therapy websites win or lose on Google — and with clients. A page that truly speaks to one struggle ('harm OCD,' 'affair recovery,' 'school refusal') will outperform a generic services list for both rankings and inquiries.
The formula below powers every Ground8 specialty page. One page per struggle, each following the same trust-building arc, each in words your clients actually use.
Pattern 1
Recognition in the first paragraph
Describe the lived experience before naming the treatment. 'Rehearsing conversations hours later' reaches anxiety clients faster than any modality paragraph.
Do: Symptoms in everyday language, first.
Avoid: Opening with treatment-model exposition.
Pattern 2
Scope honesty builds the booking
Who this page is for — and who should look elsewhere. Counterintuitively, turning away poor fits increases inquiries from good ones.
Do: A 'this work fits if...' and 'a better fit elsewhere if...' pair.
Avoid: Claiming every issue for every visitor.
Pattern 3
The work, translated to experience
What sessions feel like, how often you meet, what changes first. Clients can't evaluate methods; they can evaluate a described experience.
Do: Cadence, shape, and early-wins description.
Avoid: Modality names without translation.
Pattern 4
Search language woven in naturally
The terms people type ('EMDR therapist,' 'couples counseling near me') belong in headings and first paragraphs — written as humans say them, never stuffed.
Do: One primary term per page, placed where a human would say it.
Avoid: Keyword lists or repeated exact-match phrases.
In practice
Checklist
- First paragraph mirrors the visitor's lived experience
- Fit / not-fit lines present and honest
- Session shape, cadence, and early changes described
- Primary search term in H1 and opening paragraph
- Links to 2–3 related specialty pages
- Contact button at the end of the arc
Common questions
How many specialty pages should I have?
One per struggle you genuinely treat — typically 3–8 for a solo practice. Fewer, deeper pages beat a long undifferentiated services list.
Won't niche pages limit my inquiries?
The opposite: specific pages convert their visitors far better, and related-links carry overflow between them. Broad pages convert no one well.
How long should a specialty page be?
Long enough to answer the visitor's real questions (usually 500–900 words) and short enough that every paragraph earns its place. No filler sections for length's sake.
Does Ground8 build these pages for me?
Yes — name your specialties in the 15-minute briefing and each gets its own page following this exact pattern, human-reviewed before launch.
Want pages like these without writing them?
Answer a 15-minute briefing in your own words. We draft your homepage, about, bio, fees, and specialty pages from your answers — a human QA expert refines every line before launch. $57/mo all-inclusive, no setup, cancel anytime.