If you’ve ever stared at your website wondering how to talk about what you do without confusing your clients… you’re not alone.

Because here’s the tension: your clients are searching for things like OCD or anxiety—but your actual work might center around specific methods like I-CBT, ERP, or ACT. So where does all of that go on your website without turning it into a wall of jargon or “alphabet soup”?

In this episode, I’m walking you through exactly how to think about method pages vs. specialty pages—and why you likely need both. Using a real question from a Confident Copy graduate, we’re unpacking how to structure your site so it connects with clients at their point of need and positions your unique approach clearly and confidently.

If your website has been feeling unclear, cluttered, or like it’s not fully reflecting your expertise, this will help you simplify and move forward with confidence.

Here’s what you’ll learn in this episode:

1️⃣ The difference between specialty pages and method pages—and why both matter more than ever in the age of SEO and AI

2️⃣ How to talk about multiple modalities (without overwhelming or confusing your clients)

3️⃣ A simple way to structure your website so you attract the right clients while clearly owning your unique approach

Resources & Links Mentioned:

1. The Walker Strategy Co website: https://walkerstrategyco.com
2. Confident Copy: https://walkerstrategyco.com/cc

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Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice. Explore more marketing support for therapists: The Walker Strategy Co website: https://walkerstrategyco.com.

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by me, a marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.

Hey, hey, welcome back to Marketing

Therapy and another one of our

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Confident Copy alumni Check-ins.

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So if this is your first time

joining a check-in session, welcome.

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You're getting to sit in on a session

with a Confident Copy graduate who has

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submitted a question following their

graduation about their marketing.

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So this is a chance for anyone who has

gone through and graduated Confident Copy

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to send over a question that they are

wondering about wrestling with, struggling

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with when it comes to their marketing.

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And as they implement

the confid copy program.

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Today's question comes from Becky Wilson.

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Becky was an incredible Confident

Copy student who graduated late last

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year, and today is curious about

how to represent her additional

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training in OCD on her website.

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So after graduating from Confident

Copy, she deepened her specialty in OCD

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treatment, and she is trained primarily,

or at least leads with primarily I-CBT.

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She wants that to be her primary approach

around OCD, but she's also trained in ERP.

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She's also trained in act, and she's

really trying to figure out how to

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communicate this on her website.

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She said, what do I call this page as?

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I focus mostly on I-CBT and

I-CBT ACT and ERP looks like

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literal alphabet soup, right?

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All of those acronyms.

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And I'm concerned that clients

will be searching for ERP and

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don't know about I-CBT, right?

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Which is great awareness since

ERP tends to be sort of the

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gold standard, the most commonly

searched for when it comes to OCD.

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So what do I do about naming this page?

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And then also, should I have

a separate OCD specialty page?

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Now, one thing to know when it comes

to our strategic guidance as it relates

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to your website pages is there are

specialty pages and there are method

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pages, and we take a different strategic

approach to each of these, and they

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both have a place in your marketing

and in your website especially,

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especially, especially right now in

the age of AI and how SEO is changing.

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So specialty page is defined

as a page focused on a

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specific issue or demographic.

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So trauma, OCD, anxiety, postpartum

anxiety, whatever that might be,

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or a demographic moms, lgbtq plus

professionals, whatever that might be.

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So those are kind of the

traditional specialty pages,

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but then we have method pages.

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These method pages are your chance

to share about what methods you

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engage in in your practice, and to

provide psychoeducation and client

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friendly introduction to those things.

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So that if someone comes to you saying,

Hey, I'm interested in EMDR, or I'm

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interested in CBT, or whatever method

you engage in, they have a chance

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to see that you specialize in that.

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Now, like I mentioned, in this day

and age, there is so much power in

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having both of these on your site.

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They are not mutually exclusive.

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You don't have to just pick one.

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In fact, most websites

benefit from having both.

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Okay.

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So Becky, of course, already knows this.

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She's been through the Confident Copy

Program, so she's wondering how do

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I spread the word that I now offer

A thoughtful, gentle, alternative

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approach to ERP while recognizing most

people are probably looking for ERP.

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All right, so the main questions here.

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One, what do we name her method

page, and two, should she

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have an OCD specialty page?

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Remember, method and specialty

are a little bit different here,

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and then we have sort of that additional

nuance that clients searching for OCD

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are often searching for ERP specifically,

but that's not her primary framework.

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All right, so that's

sort of the tension here.

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Becky, this is a fantastic question.

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First and foremost, let's just

start with the simplest answer.

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Yes, you need an OCD specialty page.

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Even if you have this other method, page,

OCD therapies, methods, I-CBT, whatever,

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OCD is a meaningful part of your practice

now, and it is something that people are

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absolutely seeking support for right now.

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It is what people search for.

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It is the language that they're

most likely to be using.

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It is meeting them right at their

point of need, whether or not they

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know what type of method they want,

or even what ERP or I-CBT are, right?

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So it allows you to speak very,

very directly to OCD struggles.

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It increases your SEO and GEO or a

EO, your AI findability footprint.

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And so this is really your page

to share and paint the picture

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of the intrusive thoughts.

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You know, the rituals, the shame,

the secrecy, the fear of losing

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control, and how you help that person.

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Now, on that specialty page, you're

gonna touch on your methods and

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you can talk about the fact that

you are trained in ERP, right?

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We're gonna mention that, but

that you often lead with I-CBT

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and incorporate act as needed.

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So this is a place where you can sort of

cover the range of the different methods

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that you use, making mention of ERP,

but also positioning yourself as a bit

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different in that you lead with I-CBT.

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So the entry point for your OCD

specialty page is people looking.

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For help with their OCD.

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You need that?

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Yes.

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Like bar none.

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You can tell I feel

very strongly about it.

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Then I'm recommending a

method page about I-CBT.

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Now, in your question, Becky, you

were talking about maybe I call

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this OCD therapies, maybe I call it

the full list of things that I do.

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Call it what it is.

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It's I-CBT.

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That is your primary approach,

and I hear you on the tension

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of people looking for ERP.

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I think your instinct there is

very, very smart because it's

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so widely known in OCD circles.

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Many clients might literally

be Googling ERP therapy, ERP

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therapists, whatever that might be.

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ERP can and should be mentioned

on that OCD specialty page.

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But I-CBT is also a valuable

standalone method that deserves

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real estate on your site.

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So that's why I'm suggesting a

method page specific to that.

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The reason for that is we are going

to see more and more in increase in

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people seeking out specific methods.

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If I have tried ERP before and I'm

chatting with Claude or ChatGPT

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and I say, ERP didn't work for

me or it felt too intense, is

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there anything else that I can do?

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You know what ChatGPT is

probably gonna tell me.

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It's gonna tell me about I-CBT.

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Right?

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And this is a really interesting

change that we're seeing because of

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how search and AI are modifying the

way that we look for information.

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So we're gonna be actually

exposed to methodology more often.

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And also as we become more and more

psycho savvy as a community and as

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a society, people are just getting

more and more aware of methods.

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EMDR took off because, you know, Miley

Cyrus did EMDR and it really skyrocketed.

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I see IFS brain spotting.

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And some of those other methods

doing the same thing and I-CBT

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is likely be right behind it.

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Okay?

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So let's not make decisions

about your marketing based on

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what you want to capture, right?

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ERP traffic.

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If what you offer is I-CBT,

you've heard me saying confident

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copy before, say what you do.

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We're not gonna let Google boss us around.

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We're not gonna let AI boss us around.

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We've gotta say what you do, the

way you do it, how you do it,

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and be straightforward, right?

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So I would treat your I-CBT page as

a method page where you were sharing

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of the power of this method, what it

looks like, what they can expect, and

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also as a powerful alternative to ERP.

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Not a like better, worse than, but

an alternative, gentler, as you said.

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You can absolutely make mention on this

page that you also incorporate ERP and

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ACT and certainly link over to your OCD

page from this one, and you can certainly

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link from the OCD page over to this one.

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Kind of create those

internal linking structures.

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But you do I-CBT, that is your

primary method, stand behind it.

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Okay?

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Don't make decisions, like I

said, based on what you think

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Google would say right now, when.

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Getting an I-CBT page out there on your

website right now is likely to be a longer

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term strategic benefit to your site than

trying to shoehorn into the fact that

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most people know about ERP right now.

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Okay, so.

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I guess if I had to summarize what I'm

suggesting to you right now, it's you.

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Do I-CBT?

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Be proud of it.

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Call it what it is.

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At the same time.

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Add on that OCD specialty page,

that topical specialty page where

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you get to meet any OCD seeking

client, whether they're interested

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in ERP, I-CBT, or have no idea.

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That's where you can bring that person

in, really empathize with them, share

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how you can help and present all

of these methods, ACT I-C-B-T-E-R-P

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as potential ways to support them.

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So you really get to accomplish two things

with these two pages and cover a really

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wide range of different types of clients.

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While strengthening the fact

that you do something really

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cool and there is power in that.

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Okay, so stand behind that.

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Definitely we wanna avoid

the alphabet soup, right?

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So as you know, anytime we're talking

about a specific method, we've

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gotta back that up with what the

heck it actually means to a client.

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So always making sure that we're

boiling down these clinical concepts

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into easy to understand terms, right?

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Plain language, and leading with

the fact that regardless of the

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method that they use, you are

using evidence-based approaches.

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To address the intrusive thoughts and

reduce the compulsions and reconnect

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with your values, act in a way that

feels aligned, all of the things that

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your client ultimately wants, regardless

of the method that got them there.

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Right.

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So again, Becky, for you, I think we have

two new pages coming to your website.

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We have an OCD topical specialty page,

and we have an I-CBT method page,

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both of which, especially when paired

together are meeting a wide range of

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OCD clients at their point of need.

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And also making sure that we're

positioning you in a unique

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way, right, a differentiator.

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That doesn't just offer ERP, but

instead has these other methods in

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your back pocket that can really,

really support your clients.

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So that's my specific guidance to you.

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Becky, if you're not Becky, and

you're listening right now, I hope

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you can hear what I've offered to

Becky here as far as how to think

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through what belongs on your website.

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A few things that I want you to

keep in mind, in the age of AI and

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the changes in SEO, making sure

that both your specialties and your

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methods are well represented on your

website is very, very important.

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We want to avoid smushing these types

of things into single pages and instead

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teasing them out into unique pages.

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That's always been my suggestion

that each of the individual

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specialties or niche focus areas

in your practice are represented

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with unique pages on your website.

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We've long known that if you're trying

to cram a laundry list of anxiety,

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trauma, grief, and relationship

issues into a single page, you're

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unlikely to rank for any of them.

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But in this day and age where those

signals of expertise are being looked

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at more and more, the more focused,

the more specific the individual

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pages of your website, the more likely

you are to be surfaced in results.

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I also wanna be clear that what

we're suggesting here is not only

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related to SEO and ai, it's also

about distinguishing your unique

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specialties for the right client.

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If I landed on Becky's website and

there wasn't an OCD page for me, and I

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had never heard of I-CBT, then I might

look at her other specialty pages.

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I might look at her methods

and feel like, yeah, I don't.

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I don't quite belong here.

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Even if maybe she had an anxiety

page where she mentioned OCD,

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there wasn't a page of her

website that was specific to it.

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And so your different specialty pages

are your opportunity to meet your clients

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at their very specific point of need.

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That is not to say, of course, that we

can have a unique specialty page for every

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single presenting issue your clients might

have, but it does mean that you need to

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be very, very thoughtful about what it

is that your client would be seeking.

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And when you have a unique page

dedicated to something, you are

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signaling to them legitimate and

specific expertise in that area.

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And if you've been hanging

around marketing therapy for

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any amount of time, you know the

power of specificity right now.

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So your specialty pages, hence the

name, are your opportunity to offer that

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specificity and are your opportunity

to say, Hey, I specialize in this thing

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and here's how deeply I understand it.

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That's the power right now.

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So, like I said, not just SEO and ai,

although that is very relevant right now,

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but also in how your clients perceive your

expertise and your ability to help them.

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All right.

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This has been a fun one, Becky.

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I hope this was helpful for you.

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Those of you listening, I hope

this was helpful for you as well.

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We have an entire section of Confident

Copy dedicated to helping you figure out

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what your different specialties should

be, how that maps to SEO, how that maps

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to your clients, because these decisions

are critical and you might find as your

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practice grows and evolves that your

specialty pages and method pages do too.

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That's a good thing.

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So continue revisiting this.

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My Confident Copy alumni.

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That are listening right now.

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Continue revisiting this.

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This can and should grow thoughtfully.

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We're not just adding pages for the

sake of pages to continue to meet your

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clients at their specific points of need

and to something incredible to offer.

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Thanks for being here for

this check-in session.

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I'll see you for the next one.