BetterHelp has changed what patients expect from finding a therapist. Simple. Fast. Available when the patient is ready.
If you're running a behavioral health group practice, trying to beat BetterHelp at being BetterHelp is probably the wrong strategy.
They have more therapists, more marketing dollars, and more brand recognition. And they've invested HEAVILY in making the path from I think I need help to I'm doing something about it remarkably easy.
Your advantage is somewhere else.
Your practice has something a marketplace has a much harder time replicating
You know your clinicians. You know where their expertise runs deep. You have a philosophy about how care should be delivered. You may have specialty teams, clinical leadership, local relationships, or an approach to matching patients with the right provider that has been developed over years.
The problem is that most group practice websites make almost none of that visible.
Your site doesn't need to out-BetterHelp BetterHelp. It needs to make the value of being a real clinical group visible while making the first step just as easy.
Make starting easy
Let's give the platforms credit for something they got right.
Behavioral healthcare has historically made people work too hard to access care. A prospective patient shouldn't have to call three times and wait two days to find out whether you take their insurance, decipher your service lines, or understand the difference between CBT, DBT, ACT, and ERP before they can get help.
The platforms removed a lot of that friction successfully. The steps are essentially, answer some questions, tell us what you're looking for, and move toward a therapist.
Patients have learned to expect that kind of experience, and independent practices should work to try and give that to them.
Your site should make it clear what you treat, who you treat, whether you accept their insurance, and what happens next. When someone is ready, they should be able to move forward by scheduling, starting an intake, or getting connected with the right person.
Your digital front door shouldn't just generate interest. It should help someone get into care.
Don't be sorry that you're “small”. Compete on why your size matters.
A national platform can offer thousands of therapists. Your practice might have 15. Or 30. Or 75.
The advantage isn't simply that you have options. It's that you actually know your clinicians.
Your clinical leaders know who has meaningful experience treating OCD versus someone who treats anxiety more broadly. You know who works particularly well with high-performing professionals who are outwardly successful and privately struggling. You know who has deep trauma experience and who takes a more structured, goal-oriented approach to treatment.
However, look at most group practice sites and you'd never know it.
You see a grid of headshots followed by generic profiles. If you're lucky, you get credentials, specialties, and modalities. (This is basically just a worse and smaller therapist directory)
“We treat anxiety” isn't enough
Consider these two messages:
We provide compassionate, evidence-based therapy for anxiety.
And:
Our anxiety clinicians regularly work with adults experiencing panic attacks, excessive worry, avoidance, intrusive thoughts, and anxiety that's beginning to interfere with work, relationships, sleep, or everyday life. Depending on what's driving the anxiety, treatment may include CBT, exposure-based approaches, or ERP.
The second is clearly better. It shows that you understand how anxiety actually shows up in people's lives. Someone reading it may recognize themselves and think, Okay, these people get what I'm dealing with.
When Carenetic builds sites, they uncover that specificity when they're building a healthcare website.
BUT…and this is a really big but… BetterHelp can write that paragraph too. So can Talkspace. So can your biggest competitor.
Good copy matters, but it isn't enough. The site also needs to give patients a reason to believe the expertise behind the words is real.
Make the practice itself part of the value
This is where group practices often leave their best material inside the business instead of putting it in front of patients.
Your OCD clinicians may have advanced ERP training. Your therapists may participate in regular case consultation. Psychiatry and therapy may work closely together. You may have deliberately built deeper expertise in trauma, women's mental health, or another area of care.
Those details tell a patient something that a list of specialties doesn't. They show there's an actual clinical organization behind the therapist.
Part of Carenetic's job is to surface what's already true about the practice and make it visible to patients.
That's why a good healthcare website build can't start and end with a list of services and a brand guide. We need to understand the clinical model, the intake process, the operations, and the people delivering the care.
Otherwise, you end up with a nicer-looking (hopefully) version of the same generic site everyone else has.
Make the site useful, not just persuasive
The next job is helping the patient navigate.
Most people arrive knowing what they're experiencing, not what treatment they need.
- I'm having panic attacks.
- I can't turn my brain off.
- I've tried therapy before and it didn't help.
- I don't feel like myself anymore.
The site should help translate those experiences into a clear path toward care.
For larger groups, that can involve providers, specialties, locations, virtual care, insurance, and availability. There's a lot happening behind the scenes, but the patient shouldn't have to untangle it.
And when they click Get Started, the experience needs to connect to what actually happens inside the practice, whether that's scheduling, intake, lead routing, the EHR, or another workflow.
Compare to improve, not copy
Put your website next to BetterHelp.
You're probably not going to have more therapists, more content, or a bigger advertising budget. That's fine.
Ask a different question:
After five minutes on both sites, does a prospective patient have more reason to trust us with their care?
Can they see what your practice is good at? Can they understand what the practice adds beyond the individual therapist? Can they find care that's relevant to what they're experiencing?
And when they're ready, can they actually get started?
Venture-backed platforms have taught patients that finding therapy doesn't need to be difficult, and they've largely succeeded at that part of it.
Make it easy to take the first step. Then make it clear why taking that step with your practice is the better choice.
That's what a strong group practice website should do.
Frequently Asked Questions
- How can a behavioral health group practice compete with BetterHelp and Talkspace?
- Not on scale. National platforms will always have more therapists, more content, and a bigger ad budget. A group practice competes on the thing a marketplace cannot replicate: a real clinical organization behind the care. Clinical leadership that knows which clinician has genuine OCD or trauma expertise, case consultation, integrated psychiatry, a deliberate approach to matching patients with providers. The website's job is to make that visible while removing the friction the platforms removed.
- Why do most group practice websites feel like a therapist directory?
- Because they stop at a grid of headshots and generic profiles that, at best, list credentials, specialties, and modalities. That structure tells a patient nothing about what the practice itself adds. The details that differentiate a group, such as advanced ERP training, regular case consultation, or deliberately built depth in trauma or women's mental health, usually stay inside the business instead of on the site.
- What should a behavioral health website ask a patient to do first?
- Something that connects to what actually happens inside the practice. Most patients arrive knowing what they are experiencing, not what treatment they need, so the site should translate a description like “panic attacks” or “I can't turn my brain off” into a clear path toward care. When they click Get Started, that has to connect to scheduling, intake, lead routing, the EHR, or whatever workflow the practice actually runs.
- Is better service page copy enough to differentiate a group practice?
- No. Specific copy beats generic copy, and describing how anxiety actually shows up in someone's life is far stronger than “compassionate, evidence-based therapy for anxiety.” But BetterHelp can write that paragraph too, and so can your largest local competitor. The site also has to give patients a reason to believe the expertise behind the words is real, which means surfacing the clinical model, not just the service list.