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Psychology · landing pages

Tell them the wait. Before they book, not after.

Somebody in distress who books and then waits six weeks is worse off than somebody told immediately that you cannot help this month and here is who can. That is an ethical position and it is also the one that produces better clients.

Why the testimonial rule bites harder here

The same law, a categorically different ask.

Section 133 prohibits testimonials about clinical aspects of a regulated health service, and psychology is regulated under it. The rule is identical to the one binding dentists and physiotherapists. Its weight is not.

A dental patient consenting to a testimonial discloses that they had a filling. A psychology client attesting to their treatment discloses their own mental health diagnosis, publicly and permanently. And soliciting that review means asking somebody inside a therapeutic relationship, with the power imbalance that implies, to waive their own confidentiality for the practitioner's commercial benefit.

So in psychology the regulation and the ethics point the same direction, and just get more Google reviews is not neutral advice. What can be used are comments about customer service or communication style that reference no clinical aspect. That is a narrow band and it is honestly a small part of what makes a psychology page work.

What the page has to do

Five things, in the order they matter.

Crisis information, above the fold
Lifeline 13 11 14, visible without scrolling, on every page. Not in the footer. This is not a legal requirement and we treat it as non-negotiable.
The current wait, stated plainly
It reduces enquiry volume slightly and improves fit substantially, and it is the honest thing to do given a documented 17 to 22 day median before somebody even reaches you. A page that hides a six week wait converts better and serves people worse.
The referral pathway, explained
Most visitors do not yet have a mental health treatment plan and do not know how to get one. Explaining that they see a GP, that the referral usually covers six sessions before a review, and that the entitlement is ten per calendar year, gives them a real next step. Check this copy carefully, because a large number of Australian pages still say twenty.
The actual gap, in dollars
The rebate is $149.05 with a clinical psychologist and $101.55 with a registered psychologist for a standard session. Publish your fee alongside it so the client can do the subtraction. With median co-payments having risen toward $90, this is the question that decides whether they call.
Who they will actually see
Named clinicians, their approach, and what they work with. In a market where the client may wait weeks, the decision is about fit rather than convenience, and generic practice-level copy gives them nothing to decide on.
Two psychology pages

What changes when the page tells the truth.

The standard page

  • Book now, with no indication of availability.
  • Medicare rebates available, with no figure and sometimes the wrong session count.
  • A list of modalities and acronyms.
  • Crisis information in the footer, if anywhere.
  • Stock photography of a couch.

The page that works

  • Currently booking around three weeks, stated at the top.
  • The rebate, your fee, and the gap the client will actually pay.
  • Named clinicians, what they work with, and who they are a good fit for.
  • Lifeline 13 11 14 above the fold on every page.
  • The referral pathway explained, with the correct entitlement.
Know what you are competing with
Free, government funded services compete for the same searches and they are genuinely good options for some of the people finding you. Medicare Mental Health requires no referral and no mental health treatment plan, and operates a national line on 1800 595 212 during business hours, which is not a crisis line and should never be presented as one. For veterans and their immediate families, Open Arms provides free counselling. A page that acknowledges these where relevant loses a small number of enquiries it could not have served well anyway, and gains credibility with everyone else.
Straight answers

Questions clinic owners actually ask

Should a psychology practice publish its waitlist?
Yes, and it is one of the few places where the ethical answer and the commercial answer align cleanly. Publishing the current wait reduces enquiry volume a little and improves the fit of the enquiries that remain, which in a capacity constrained practice is the trade you want. It also prevents the worst outcome in this vertical, which is somebody in distress booking, waiting six weeks, and being worse off than if they had been told immediately to seek another option. Given the documented 17 to 22 day median before a client even reaches a psychologist, adding a hidden wait on top is a real harm.
Can a psychology practice use client testimonials?
Not about clinical aspects, and there is a strong ethical reason beyond the legal one. Section 133 prohibits testimonials referencing a symptom, a diagnosis or treatment, or an outcome including practitioner skill. Comments purely about customer service or communication style are permitted. The deeper problem is that a psychology testimonial requires a client to publicly disclose their own mental health diagnosis, solicited by somebody inside a therapeutic relationship for commercial benefit. Ahpra also suggests disabling review functions on channels you control, which for this vertical we would treat as sound practice rather than a minimum.
What should a psychology page say about Medicare?
The correct entitlement, the correct rebate, and your actual fee. The entitlement is up to 10 individual sessions per calendar year, not 20, since the temporary pandemic increase ended on 31 December 2022 and unused sessions were not carried over. The rebate is $149.05 for a clinical psychologist and $101.55 for a registered psychologist on a session of 50 minutes or more. Then publish your fee so the reader can calculate the gap. A number of Australian practice sites still advertise twenty sessions, which is a factual claim about a Medicare entitlement that a client may rely on.
How should a psychology landing page handle someone in crisis?
By making the crisis option more visible than the booking option for that reader. Lifeline on 13 11 14 belongs above the fold on every page, available 24 hours, with the text line on 0477 13 11 14 and online chat also available. We would also avoid urgency and scarcity language anywhere on psychology pages, since limited spots available reads very differently to somebody in distress. And where a practice has a genuine waitlist, we negative out crisis related search terms, because taking that click removes the person from a service that can help them now.
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