The Therapist's Comprehensive Checklist to Internet Marketing

The Therapist's Comprehensive Checklist to Internet Marketing

General Marketing

Our checklist is meant to be a quick guide for content marketing topics to know but we have also provide links along the way for further explanation and full dives into each topic.


Your brand is the best place to start, because this will be the foundation to which everything else is built upon. Here's what you should be paying attention to.

  1. Create a logo & icon
    This is the one unique identifier that you have. It's worth investing in something that you're proud of because it will be shown everywhere. Have a full logo that you can use anywhere, but also an icon that stands out for when space is limited like a profile picture.
  2. Create a color palette
    Colors are a critical way to convey emotion. Choose a small set of colors around a:

    Light - 2 options like white and light gray.
    Dark - 1 option for something to be used for fonts like a pure black or off-black.
    Accent - 1-2 colors that will represent you and give you a pop of personality.
    Complimentary - an optional secondary accent color that can compliment your accent if needed.
  3. Choose a font family
    Choose 1-2 different font families to use across all applications.
  4. Develop Messaging
    More than just visuals a brand is also what's being communicated. Create a unified message with a tagline, mission statement, and common phrases that communicate clearly who you are and what you stand for.
  5. Implement everywhere
    A brand is only as strong as you use it. Check every online presence you have to make sure it fits your branding guidelines, but don't stop there. Also check your office, print materials, etc to make sure you're consistent across the board.

Learn everything you need to know to build a strong brand as a counselor HERE.


The ultimate hub to your online marketing efforts. Everything you do potentially leads back to here. So it's important to get it right.

Good Design

  1. Looks good on all devices
    Check out how it looks not only on your computer, but a phone and a tablet.
  2. Design on trend and up-to-date
    Look at your site in comparison to other brands that you love. Does your website seem just as professional and demand a reputation like other high value brands?
  3. Easy to understand with only images & reading headers and buttons
    Someone should be able to skim through your website to easily understand and find the information they're looking for.

Capturing Leads

  1. Call-to-action on every page
    Make it easy for anyone to take the next step.
  2. Top-of-funnel to middle-of-funnel CTA’s
    Have a next step for those not ready to schedule a consultation by having links to your social media, asking them to subscribe to your blog, and gated content to download in exchange for an email.
  3. Middle-of-funnel to bottom-of-funnel CTA's
    Make sure to have ways for someone to schedule a consultation or contact you via a form and phone call.

Pages To Have

  1. Homepage
    This page should portray a feeling without even reading, make it clear what you do and where to go next within seconds, serves as a directory to other information.
  2. About Us Page
    A great place to really show off credibility with plenty of testimonials, credentials, certifications, and a personable/relatable story.
  3. Services
    For those who don't know what's best for them, provide a service overview page that gives a quick summary of all you offer and links to more specific pages. Then on the specific service pages: Acknowledge their struggle, describe what the struggle looks like (ex. create a header that says "Do I have an anxiety problem" and lay out the common symptoms), explain how you can help, end with a specific call-to-action. Utilize over 1,500 words for SEO benefit. But have it organized and broken down so it's easy to digest.
  4. Blog/Resource
    A place to write and store additional resources and information for your website. Think about it as a comprehensive resource library that you consistently update.
  5. Getting Started
    What is all the common information someone might need before they book with you? This is the perfect place for answers about rates, insurance, what to expect, and more.
  6. Contact Us 
    Don't forget to utilize an embedded form (not your email), phone number, address, link to free consultation
  7. Free Consultation
    The classic call-to-action. Ideally directly integrate your scheduling platform to reduce steps and make the process easy.
  8. Website Footer
    Include your Phone Number, CTA, Social Links, links to all pages on your site
  9. Other
    COVID / Telehealth information

SEO & Analytics

View our SEO checklist HERE

  1. Title Tags / Meta Descriptions for each page
  2. Create Google Analytics & Google Search Console 

Need a guide on what you should have on your website for it to be successful? CLICK HERE.


Content is the main driver for everything regarding internet marketing. It's how Google pulls up your page for searchers, how to provide value through social media and email, and how to show your expertise and value to clients. It's important to have a strategy.

  1. Create a content calendar
    Write down your strengths and the types of clients you want to have, determine your audience that you want to speak to, then layout a list of the topics you want to write over the next year. Create those documents in advance and stick to a schedule of writing and creating.
  2. Plan your content web
    After you write your content, how will you be reformatting and reusing it? Group your content and turn them into a larger ebook, take a topic and develop a podcast/video/ and email campaign, then for each topic create multiple social media posts around it.
  3. Create useful content
    Think practically of what content could be helpful to someone whether it's a blog for a common question, and worksheet that you can use for clients and repurpose online, or a checklist that anyone could use in their life.

Discover how to accelerate your content marketing results for your practice HERE.

Social Media

Even if you don't love social media, it's an integral part to the online experience and as a business you need to have a plan with how you'll handle it.

Getting Started

  1. Create a business profile
    This should stay 100% separate from any personal presence you have on social media.
  2. Plan a Posting Strategy
    Avoid posting for the "sell" but instead strategize on what type of interesting and valuable content you can put out in the world. Think of different topic points you want to post about, the different audiences you want to speak to, and the formats you want to create. Video can be a great format to consider for some posts. Here's how to do it easily on your own. Create a schedule and a plan to save you time and brain space. Here's some suggestions on building a calendar.
  3. Download a social scheduler
    A social schedule will save you brain power and allow you to focus on clients not your social media. Schedule weeks or a month ahead of time if you'd like. Later and Hootsuite have great free versions.

Platforms You Can Utilize

There are many popular platforms you can utilize. But here are our top 4 favorites. If you'd like to learn more about the differences, check this out.


  • Profile Built Out (profile photo, description)
  • Link in Bio
  • Aesthetically consistent grid
  • Utilize Highlights
  • Posting 3-14 times a week
  • Create a Strategic Posting Strategy
  • Utilize Instagram Stories


  • Profile Built Out (profile, cover, info, etc)
  • Posting 3-7 times a week
  • Create a Strategic Posting Strategy


  • Profile Built Out (profile, cover, info, etc)
  • Posting 1-5 times a week
  • Create a Strategic Posting Strategy


  • Profile Built Out (profile, cover, info, etc)
  • Posting 3-21+ times a week
  • Create a Strategic Posting Strategy

See examples of posts and how to approach each post with a purpose HERE.

Email Marketing

Only second to text messaging email marketing is the best way to have direct access to someone's attention. Here's how to utilize it.

  1. Build an email list
    Don't buy a list, build one with actual potential clients. Collect emails through an exchange of value. In exchange for people's emails you can offer: ebook / workbooks, webinars, video content, email series', and free consultations.
  2. Plan a Strategy
    Where is your content going to come from? Blogs you write? Videos you create? Then how often will you be sending out emails? Create a plan and stick to it. Here are some types of emails you can utilize.

Not sure how to build a email marketing strategy? Use our advice HERE.

Online Reputation

There are other places online people can be talking about you. And these online listing platforms could be monumental in someone's decision as they choose a therapist.

  1. Create a Google My Business
    Create and verify your location on Google. This will give you an edge when people search you online. Monitor those reviews and keep your information up-to-date
  2. Review all listing sites
    There are hundreds of other sites that might be listing you without you knowing it. Do you know what people see when they go there? Platforms like Alexa, Bing, Yahoo, YellowPages, Yelp, etc all list information about businesses make sure yours is correct and monitor any reviews you receive
  3. Monitor reviews
    Reviews are critical to the potential client. Find your presence online to make sure you're spoken of well.

Dive deeper into how to respond and maintain your online reputation no matter the issue HERE

Paid Advertising

Are you looking to invest more money in your business and get more leads quicker? Then paid advertising can be an option for you.

  1. What's the most you're willing to pay for a lead?
    Determine the lifetime value of a new client and that should be the most you pay for a converted lead. If you are getting results for less than this keep moving forward.
  2. Dedicate time to learn? Or pay someone to manage?
    If you want to learn the skill on your own it'll take time. You can do that through Google here or Facebook here. But if you want to focus your efforts on clients we suggest hiring a pro.
  3. What types of clients are you interested in?
    Your paid advertising manager will need to know who to target. With a few options they can test and optimize looking for the best deal on leads.

Need More Support With Marketing?

We know how hard it can be to know what is the best strategy for you. Whether you want us to manage some of this for you or simply want some free advice contact us or schedule a call.


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