What to Include on Your Counselling FAQ Page (and Why It Matters)

The FAQ page on your website isn’t just a box to tick. It’s a powerful tool that helps potential counselling clients feel safe, feel informed – and feel ready to book.

In this episode of The Grow Your Private Practice Show, I’m diving into:

What to include (and what not to include) on your FAQ page

How to keep your answers warm, clear, and welcoming

The most common mistakes I see therapists making

How to make this page work for you – not just sit there gathering dust

Oh – and I’ve also created a free workshop and worksheet to help you make confident changes to your own FAQ page. You’ll find them in The Vault – my new free resource library just for counsellors. I’ll tell you more about that later.

So if you want to write your FAQ page with more clarity, boost your confidence, and help potential clients feel ready to book – this episode is for you.

Let’s get started.

Think back to your first counselling session...

Do you remember how it felt before going to therapy for the very first time?

Maybe you felt nervous, unsure – or like me, full-on terrified.

I remember being convinced that it was all going to be recorded. No idea why – but it felt real to me at the time. That kind of irrational fear is more common than we think.

And it’s exactly why your FAQ page matters. Because someone reading it is already seriously considering working with you. They’re not reading it for fun – they just need a few key questions answered to feel reassured and take that next step.

Your FAQ page is a chance to help someone feel safe enough to reach out.

Start with the questions you're already being asked

A good place to start is with the questions you hear most often – in emails, on calls, or in DMs. If you’ve answered a question more than once, it deserves a spot on your FAQ page.

Think about what your clients tend to ask before they book, and try to view it through their eyes. What might they be nervous about? What might they not know? What would you want to know if you were in their shoes?

Key questions to include on your FAQ page

Here are some of the most helpful questions to answer:

1. How much do you charge?

Be clear and upfront. Share your session fee, how and when payment is expected, and which payment methods you accept.

A note on concessions:

You don’t have to offer them. If you do, be clear about who qualifies, how many concession slots you offer, how much they cost, and for how long they last. This helps avoid awkward conversations later.

2. How do I make an appointment?

Walk people through the steps. Should they email or call? What happens next? What if they leave a voicemail? The clearer your process, the more confident they’ll feel.

3. Where are you based, and how does it work?

In-person: Include directions, parking info, public transport, or a photo of your entrance.

Online: Explain what they’ll need (Zoom, headphones, privacy), and reassure them that it’s okay to sit in a car if that’s the safest place they have.

4. Is counselling confidential?

Keep this short and calming. For example:

“What we talk about in counselling is confidential. I’ll explain more in our first session.”

Too much detail here can feel overwhelming for someone who’s already anxious.

5. How many sessions will I need?

Let them know therapy isn’t one-size-fits-all. You might say:

“Many people start with six sessions and we review as we go.”

Simple and reassuring.

6. Niche-specific questions

If you work with children, couples, or offer something like walk-and-talk therapy, explain what they can expect and what’s needed.

7. Anything else they might need to know

For example, if you work from home:

Do you have stairs?

Is there parking?

Do you have pets?

These small details can make a big difference.

Keep it warm, short, and easy to scan

Use bullet points or bolded questions so readers can quickly find what they’re looking for

Avoid big blocks of text

Write like you're chatting to someone who’s a little nervous – because they probably are

Use everyday language – ditch the psychobabble

Instead of:

“Clients must book via email”

Try:

“You can email me to book a session”

or

“Got a question? Feel free to drop me an email”

See how much more welcoming that feels?

What not to include on your FAQ page

1. Your cancellation policy

Yes, it’s important – but it’s not helpful to lead with rules. It can come across as harsh to someone who’s already feeling vulnerable. Save it for your welcome pack or mention it briefly in your first session.

2. Too much detail

Don’t overload your FAQ page with everything you’ve ever wanted to say. Stick to the most common and helpful questions. Long-winded paragraphs – especially on mobile – can be off-putting.

A quick extra tip...

If you find yourself giving a longer answer to a common question – that’s your next blog post.

Example questions:

What if I don’t know what to say in counselling?

What if I cry and can’t stop?

How can I get the most out of therapy?

You can give a short answer on your FAQ page and link to the blog post for more.

Treat your FAQ page like a living document

It’s not a “set it and forget it” kind of page. As your practice evolves, so should your FAQ page.

If a question pops up again and again – add it. It’ll make your life easier and help potential clients feel more confident in working with you.

Need a hand?

I’ve created a free FAQ page worksheet to walk you through this process step-by-step. You’ll find it in The Vault – my free resource library packed with practical tools to help you market your practice more simply and with more ease.

Inside, you’ll find:

The FAQ page worksheet

Blogging and social media resources

Help with mindset and marketing confidence

And lots more…

Go to janetravis.co.uk/thevault

Thanks so much for spending this time with me today. I hope this has left you feeling a bit more supported, a bit more confident, and ready to take that next step.

And remember – you’ve got this. And your future clients? They’re going to be so glad you did.