As a solo therapist, your website likely focuses on you—your photo, credentials, and your unique therapeutic style. But as your practice grows and you begin to bring on additional clinicians, your marketing—especially your website—needs to evolve too.

Making the leap from a solo to a group practice is not just an operational shift; it’s a brand transformation. If your website doesn’t reflect that change, you risk confusing potential clients and underselling the value of your expanded team.

Here’s how to effectively transition your website and marketing to support your new identity as a group practice:

Step 1: Shift from “I” to “We”

Your language matters. A solo practice site is often written in first-person (“I offer,” “My clients...”), but a group practice needs to present a cohesive team identity.

What to do:

• Rewrite copy across your site to reflect a team-based approach.

• Introduce “we” language, while still allowing for individual bios and specialties.

• Update your homepage headline to position the practice as a collective solution (e.g., “Compassionate, Personalized Therapy for Adults, Teens, and Couples—All in One Place”).

Step 2: Introduce Your Team Clearly

Your new team members need to be visible and accessible. Potential clients want to know who they might be working with and feel confident in their qualifications.

What to do:

• Create a dedicated Team or Meet Our Therapists page.

• Include photos, bios, specialties, credentials, and approaches for each clinician.

• Highlight unique modalities or niche populations served by each team member.

Step 3: Revamp the Services Page

Group practices typically offer a broader range of services or specialties. Your website should reflect that diversity while making it easy for visitors to find what’s relevant to them.

What to do:

• Break services into categories (e.g., “Therapy for Adults,” “Couples Counseling,” “Child & Teen Therapy,” “EMDR,” etc.).

• Cross-reference team members under each service so clients can see who provides what.

• Use clear CTAs (calls to action) that guide people toward booking with the right therapist.

Step 4: Update Your Booking System

Your scheduling or contact process may need to be more sophisticated now that multiple therapists are involved.

What to do:

• Implement an intake form that allows clients to select preferences (e.g., clinician, specialty, availability).

• Or use software that routes new inquiries to the best-fit therapist based on availability or expertise.

• Make sure your contact page reflects that this is a team-based practice, not just a direct line to you.

Step 5: Refresh Branding & Visuals

Even subtle design choices can send the message that your practice is still a one-person show. If your visuals feel too personal or overly focused on your story, it’s time to evolve the brand.

What to do:

• Update imagery to reflect inclusivity and team identity (e.g., photos of group sessions, diverse clients, or even your team together).

• Consider updating your logo or color palette to better represent the expanded scope of your practice.

• Use consistent branding across all pages and clinician bios to create a unified feel.

Step 6: Create Content That Reflects the Group’s Expertise

Your blog, social media, and newsletter content should now reflect the voices and expertise of your whole team.

What to do:

• Invite team members to contribute blog posts or video tips.

• Share team updates, events, or workshops you’re hosting together.

• Position your practice as a leader in your niche with a collaborative, multi-perspective approach.

Step 7: Revisit Your SEO Strategy

Your keywords and metadata may still reflect a solo practice. That could limit your visibility, especially if you’re now targeting more locations, specialties, or types of clients.

What to do:

• Expand your keyword targets to include new specialties and team member credentials.

• Optimize individual therapist bio pages with relevant search terms.

• Consider creating location-specific pages if your clinicians are in different cities or states (especially important for virtual practices).

Your Website Should Grow with Your Practice

Stepping into group practice ownership is more than hiring a few therapists—it’s a shift in how your brand shows up in the world. Your website should reflect the depth, diversity, and collective value your team brings to the table. By making intentional updates in your messaging, design, and structure, you’ll position your practice as a trusted, professional hub for care—not just a solo endeavor.

Need help making that transition seamless? At Therapist Marketing Services, we specialize in helping therapists evolve their online presence as their practice scales. Contact us today to get expert support and strategy.