The Five-Page Website: Services, About, Fees, Contact, FAQ

Why five pages, and not fewer or more

Five pages is the minimum that lets a prospective patient answer, without calling, the questions that actually decide whether they book: what do you treat, who are you, what does it cost, and how do I reach you. Fewer pages than this — a single-page site trying to do all four jobs at once — usually buries at least one answer the visitor came looking for, most often the fee information.

More pages than this are fine once the practice has a specific reason for them — a blog, a resources page, a page per specialty — but none of those extras substitute for getting the core five solid first. A practice adding a tenth page before the fees page clearly states a number has the priorities backwards.

Think of the five pages as a checklist to clear before spending any more time on the website at all: if any one of them is missing or vague, that's the next hour of work, ahead of a new blog post, a redesign, or a new photo shoot.

Home: the page that has to work in ten seconds

A home page needs to communicate, without scrolling, who you help, what you help with, and how to take the next step — a visitor deciding whether to keep reading does so almost immediately, and a home page that opens with a generic mission statement instead of that information loses a share of visitors before they ever reach the services page.

The most common home page mistake in solo practice is leading with the clinician's own journey into the field rather than the visitor's problem; save the personal narrative for the about page, and let the home page open with what the visitor is actually searching for.

A short, clearly labeled path to the fees page and the contact page from the home page matters as much as the words on the home page itself — a visitor who has to hunt through a navigation menu to find the cost or a way to reach you often leaves before finding either.

Services: specific enough to match a real search

A services page describing exactly what you treat, which ages or populations you work with, and what modalities or formats you offer converts better than a page listing only broad category names, because it matches the specificity of how people actually search and lets a visitor self-select before ever calling. "Anxiety, panic disorder, and health anxiety in adults" tells a visitor more, and ranks for more real searches, than "anxiety treatment" alone.

If you offer several distinct services, a short page per service — rather than one page listing all of them briefly — gives each one room to answer its own specific questions and gives the site more of the specific-question pages that tend to rank well over time.

About: credentials plus approach, not a full biography

An about page needs your license, credentials, and years or areas of experience stated plainly, plus a few sentences on your actual approach to care — enough for a visitor to decide you're credible and a plausible fit, without reading a full personal history. A photo helps; a wall of unrelated personal detail usually doesn't.

This is also the page to briefly mention professional development or ongoing training, since that detail builds credibility for a referral source or a directory visitor comparing several providers, without needing its own separate page.

Keep the personal narrative proportional: a paragraph or two on why you do this work reads as genuine, while several paragraphs can start to shift the page's focus away from the visitor's decision and onto the clinician, which is the opposite of what the page is for.

Fees: the page most sites get wrong by omission

A fees page stating an actual number or a clear range, your insurance participation status, and what a superbill is (if relevant) resolves the single most common reason a prospective patient calls before booking — cost uncertainty. A page that says "contact for rates" instead of a number generates exactly the call the page was supposed to prevent, and visibly signals that the number might be uncomfortable.

This page also carries a legal floor worth knowing: the No Surprises Act requires a good-faith estimate for uninsured and self-pay patients before certain services, with defined content and timing requirements 1Ref 1Office of the Federal Register (2026).45 CFR Part 149 — Surprise Billing and Transparency Requirements.That the good-faith-estimate content and timing requirements for uninsured/self-pay patients are set in the operative regulation text., and CMS hosts the implementing guidance on what that estimate must include 2Ref 2Centers for Medicare & Medicaid Services (2026).No Surprise Billing.That CMS hosts the implementing guidance on the good-faith estimate a fees page's real number doesn't replace.. Stating your actual fee clearly on the website doesn't replace the formal estimate process, but it sets the right expectation before that conversation starts.

Contact: making the next step genuinely easy

A contact page needs a way to actually schedule — a booking link, a secure contact form, or clear instructions for how to reach you — not just a page restating information already on the home page. The single biggest failure on this page is friction: a form that asks for too much information before a first conversation, or a page with no clear single next action.

Accessibility matters here specifically because a contact page is where a visitor with a disability most needs a working alternate path — a phone or text option alongside a form, and a site built to standard web-accessibility practices, both matter under Title III of the ADA's public-accommodation requirements for private healthcare offices 3Ref 3U.S. Department of Justice (2026).The Americans with Disabilities Act.That Title III's public-accommodation requirements for private healthcare offices extend to website and contact-page accessibility..

The near-essential sixth page: FAQ

A FAQ page answering the specific logistics questions that don't fit naturally into the other five — cancellation policy, what a first session looks like, whether you offer telehealth — reduces the qualifying calls a solo practice fields and tends to rank well because its phrasing matches real searches closely. Most solo practices find this becomes essential within the first few months of fielding the same questions repeatedly by phone.

Build it once the core five pages are live and stable, using the actual questions callers ask rather than a generic template, and treat it as a living page updated whenever a real answer changes.