Demystifying SEO: A Simple Guide for Therapists and Coaches
You’ve probably heard of SEO (Search Engine Optimization) and know it has something to do with getting your website to show up on Google. But if the details feel murky (or you’re wondering whether SEO is even worth your time) you’re not alone.
The good news? SEO doesn’t have to be complicated, and you don’t need to be an expert to make meaningful improvements to your website’s visibility. In this post, we’ll break it all down so you can decide if SEO is the right marketing strategy for you.
What Is SEO, and How Does It Work?
At its core, SEO is about optimizing your website so it appears in search results when potential clients are looking for your services.
For example, if someone searches "trauma therapist in Austin" or "career coach for burnout," SEO helps ensure your website is one of the first organic (non-paid) results they see. The higher your site ranks, the more likely someone is to click and explore your services.
But here’s the key: SEO is not a magic pill. Just getting traffic to your site isn’t enough - you also need a website that’s designed to convert visitors into clients. Think of it like having a store in a high-foot-traffic area. If people walk in but can’t find what they need, they’ll leave without making a purchase.
Is SEO the Right Marketing Strategy for You?
SEO is one possible marketing strategy out of many. Here are a few questions to help you determine whether it’s a good investment for your practice:
1. Is your website already converting visitors into clients?
If your website isn’t effective at turning visitors into inquiries or bookings, driving more traffic won’t fix the issue. Before focusing on SEO, make sure your website is clear, engaging, and easy to navigate.
2. Do you need to reach a wider audience than you currently are?
If you’re getting some website visitors but not enough, SEO can help increase your visibility and attract more of the right people to your site.
3. Do you need an immediate increase in website traffic?
SEO is a long-term strategy that can take three to six months to show results. If you need a quick traffic boost, paid ads may be a better short-term solution.
That being said, whether or not you go all-in on SEO, every business website should have a basic SEO foundation in place.
3 Reasons Every Therapist and Coach Should Set Up Basic SEO
Even if you don’t plan to invest heavily in SEO, completing a basic setup is still important. Here’s why:
→ It improves your website’s user experience.
SEO isn’t just about search engines—it’s about making your site easy for real people to navigate. Clear page titles, structured content, and intuitive navigation make your site more user-friendly.
→ It ensures your site meets accessibility standards.
Many SEO best practices (like using proper headings and alt text for images) also improve accessibility, making your site more inclusive and readable for all users.
→ It helps your website show up for basic searches.
Even if you’re not trying to rank for broad industry keywords, you want your site to appear when people search your name or your business name on Google. A solid SEO foundation ensures that happens.
Want to Make SEO Even Easier?
Getting the basics of SEO right can make a big difference in how easily potential clients find you. To help, we’ve put together an SEO Checklist for Therapists & Coaches - a simple, step-by-step guide to setting up your website for search success.
This checklist covers:
✅ The must-have SEO settings for your Squarespace website
✅ How to choose the right keywords without overthinking it
✅ Quick fixes to improve your ranking
Get the checklist here:
Create an SEO foundation that grows with your practice and connects with your ideal clients
Ready to help more of your ideal clients find you through Google? This step-by-step SEO checklist will guide you through optimizing your Squarespace website - no technical overwhelm required.
Think of this checklist as your friendly SEO setup companion. Make your website more visible to the people who need your support most, all while keeping things clear and manageable.
What’s Inside:
An easy-to-follow 7-part framework that builds your SEO confidence
Short, focused video tutorials that explain each concept
A practical keyword planning worksheet tailored for wellness professionals
Clear instructions for every technical step
Growth strategies for when you're ready to expand
This Guide Is Perfect For:
Therapists, coaches, or wellness professionals who want to:
Help potential clients find you naturally through Google
Make your website work harder for your practice
Build a strong foundation for long-term online visibility
Understand SEO basics without getting lost in tech jargon
Designed for Therapists & Coaches
We’ve specifically designed this SEO Checklist for therapists and coaches using Squarespace. No generic advice - every strategy and tip is crafted for your unique needs and platform.
Time Investment:
Start with just 2-3 hours for your initial optimization, then revisit and refine as your practice grows. We've broken everything down into manageable steps you can implement at your own pace.
Included Free with any Squarespace Template
This complete SEO Checklist comes included with all Hold Space Creative Squarespace templates. Shop our website templates to get this checklist for free →
SEO doesn’t have to be overwhelming. With a few simple steps, your website can start working for you; helping the right people find you with ease.
