How to Create Service Pages for CBT Specialties
Service pages are the workhorses of a CBT practice’s website. Each page targets one specific specialty, ranks for long-tail searches related to that specialty, and produces a steady inquiry flow once it’s been live for six months or more.
The structure of a service page that ranks and converts.
A specific title with city and condition.
“CBT for Panic Attacks in Manchester” beats “Panic Attack Therapy” because it matches the long-tail search exactly.
An opening that recognises the visitor.
“If you’ve been searching for CBT for panic attacks, something specific is probably happening for you. Panic attacks are intensely physical, often feel life-threatening even when they’re not, and the standard advice to ‘just calm down’ is useless.”
Two or three sentences.
Direct.
Recognises that the visitor is in a particular state when they arrive at the page.
A practical description of CBT for the condition.
What the protocol typically involves.
Length of treatment.
The specific interventions you use.
Plain language, not technical jargon.
250 to 350 words.
What sessions look like.
The visitor wants to know what they’re committing to.
The format, the frequency, the homework structure, what between-session contact is like.
150 to 200 words.
Who the work fits and who it doesn’t.
Example:
“I work with adults aged 18 and over with panic, including panic with agoraphobia. I don’t currently take cases where panic is part of an active substance use disorder. For those, I refer on to specialists.”
The exclusion clause matters. It saves you and the visitor an inquiry that wouldn’t have led anywhere.
Booking link or inline booking widget
“Check availability for a 15-minute consultation: [link].”
Below the body.
Repeated in the header.
Embedded mid-page if the page is long.
Your service page should have a total length of 700 to 900 words, which is long enough to rank, short enough to be readable.
In my-cbt, each service page can have the booking widget embedded directly.
The visitor reads the page, decides they want to book, and the schedule is right there.
The booking captures the referrer URL automatically. Recording the source in your my-cbt Inbox and for current clients directly to their scheduled sessions.
For a CBT practice, the service pages worth building are the ones for your highest-volume presentations. If panic, OCD, social anxiety, perinatal depression, and work stress are 80 percent of your caseload, those are the five service pages to start with.
Add new pages slowly as your specialty mix expands or changes.
The pages rank slowly on search engine. The compound effect across time is significant: each ranked page is essentially a permanent inquiry source that costs you nothing to maintain.