The 5 essential pages every solo practice website needs

A solo practice doesn’t need 12 pages. It needs 5: home, about, services, booking, and contact. Each does one job; together they convert. Adding more pages dilutes attention, multiplies maintenance, and almost never increases bookings. If you’re rebuilding or starting from scratch, build these five well before adding anything else.

Why 5 is enough

A solo practice website has one real job: turn a stranger searching for help into a confirmed first appointment. Five pages cover the entire decision pathway — discover, trust, understand, book, contact — without redundant noise.

Sites with 15 or 20 pages tend to have low-traffic pages that drag down search performance, broken or stale content that erodes trust, and navigation menus so crowded that visitors can’t find the booking button. Five focused pages outperform fifteen unfocused ones almost every time.

1. Home — the 10-second pitch

The homepage’s job is to answer four questions in the first 10 seconds: who you are, what you do, who you do it for, and how to book.

Above the fold, on mobile, a visitor should see your practice name, a one-line description (“Adult psychology in Carlton, Victoria”), a primary CTA button (“Book a session”), and a secondary path (“New to psychology? Start here”). Everything else is below the fold.

Common homepage mistakes: a 6-paragraph welcome message before the booking button; a slideshow of stock photos; a “mission statement” that doesn’t say what you actually do; testimonials before any explanation of services; and the booking link buried in a sub-menu.

2. About — trust signals, not autobiography

The about page is where someone decides whether they trust you. It is not the place for a chronological CV.

What it must contain:

• Photo. A real one, taken in the last 2 years, of you (the practitioner). Not a stock image. Not a logo.
• Qualifications and registration. “Registered Psychologist, AHPRA #PSY0001234567.” Specific, verifiable.
• Approach in plain language. “I work mostly with adults experiencing anxiety, burnout, and ADHD. I use cognitive behavioural therapy and acceptance and commitment therapy.” Not “I take a holistic, person-centred approach to wellbeing journeys”.
• Who you do and don’t see. “I see adults aged 18+. I don’t see children, do forensic reports, or work with court-ordered clients.” Saying who you don’t help is a strong trust signal.
• A line about who you are as a person. One sentence. “Outside of work I run, garden badly, and sit on the board of [local org].” Humans book humans.

Skip the chronological CV. Patients don’t care which year you graduated.

3. Services — specifics, not lists

The services page has to answer: what specific problems do you treat, what does it cost, what does the process look like, and how long does it take.

Bad: a bulleted list of conditions (“Anxiety, Depression, OCD, PTSD, Bipolar, Eating Disorders, Couples Therapy”). It looks comprehensive and means nothing.

Good: 3–5 specific services described in real detail. Each one includes the presenting problem in plain language, your approach to it, the typical session count, and the cost. Don’t list services you don’t actually want to see — generalist lists attract poorly-fit referrals.

For an Australian psychology practice, a strong services page might cover four areas:

1. Anxiety and burnout — what it looks like, your approach (CBT/ACT), typical 6–12 sessions, $220/session with $97.20 Medicare rebate.
2. Adult ADHD assessment and support — what’s involved, how long, what report you produce, cost.
3. Trauma and EMDR — your training, who you’re a good fit for, who you’re not.
4. Workplace and high-performer mental health — specific positioning if you do corporate or executive work.

Each gets its own subsection with depth, not a one-line list entry.

4. Booking — friction-free conversion

The booking page is where the visitor commits. It has the highest stakes of any page on your site.

The booking page should embed a real-time calendar (via Halaxy, Cliniko, or similar), show your fees clearly above the calendar, and require only the minimum information needed to confirm the slot — name, email, phone, preferred time. Everything else (intake forms, history, insurance details) goes to a post-confirmation email.

For the full breakdown of how to design a high-converting booking page, see my How psychology practices should structure their booking pages guide.

5. Contact — logistics, not form-filling

The contact page is for someone who isn’t ready to book and wants to ask a question first, or who needs your address, hours, or phone number.

What it must contain:

• Phone number — clickable on mobile (tel: link). The first line of contact for most older patients.
• Email — a real one, not a contact form. Patients often want to write a paragraph, not fit into form fields.
• Address — with an embedded map and clear notes on parking and public transport.
• Hours — clinic hours, not just “by appointment”.
• Optional: a short contact form — for people who actively prefer one. Keep it to 3 fields.

Don’t make this page a wall of forms. Most contact-page traffic is lower-intent than booking-page traffic and is just looking up a phone number.

What you can leave out

Pages that almost no solo practice needs.

• Testimonials gallery. AHPRA restricts what registered health practitioners can publish about patient outcomes. Most “testimonials” pages on psychology sites are technically non-compliant. Skip it.
• News or media page. Unless you actually appear in media regularly. A “news” page with two items from 2022 makes you look inactive.
• Blog. Unless you’ll actually update it monthly. An out-of-date blog hurts trust more than no blog.
• Team page. You’re a solo practice. Your “team” is on the about page.
• FAQ page (as a separate page). FAQ content belongs inside the relevant service or booking page, where the question is being asked.
• Resources / downloads page. A folder of PDFs nobody reads. Embed the resource on the relevant page if it’s actually useful.
• Pricing page (separate). Pricing belongs on the services and booking pages where the decision is made, not as a destination people seek out.

What to do next

If you have an existing site with 12+ pages, here’s the simplification path.

1. Audit your traffic. Pull the last 3 months of analytics. Which pages get fewer than 10 visits a month? They’re candidates for deletion.
2. Consolidate. Move FAQ content into service pages, pricing into the services page, testimonials into the about page (if AHPRA-compliant).
3. Redirect. Set up 301 redirects from deleted pages to the closest equivalent. Don’t just delete — break links and you lose search equity.
4. Reduce the menu. A top navigation of 5 items, in this order: Home, About, Services, Book, Contact. Nothing else.

A solo practice site that does 5 things well will out-perform a 15-page site with stale content every time.

If you want help cutting and rebuilding, my website service starts here.