Therapist Website Launch Anxiety Is Real—Here’s How to Move Through It
You've been working on your site for weeks—maybe months. Every time you think you're almost done, you find another tweak.
Another sentence to rewrite. Another button to move. Another reason not to hit “publish.”
You’re not lazy. You’re not unmotivated. You’re probs anxious (or is that just me projecting 🤔…)
Launching a website—especially one that represents your therapy or coaching work—can feel deeply vulnerable. It’s a mix of perfectionism, imposter syndrome, and fear of being seen all rolled into one.
Let’s just say I’ve spent many an afternoon deciding between two nearly identical button colors…
Let’s normalize that—and move through it, one step at a time.
1. Why Hitting Publish Feels So Personal
Ok, don’t be mad—but let’s get a little therapist-y together. 🤓
Your website isn’t just a marketing tool. It’s a mirror of how you show up in the world. It holds your words, your story, your approach—and it’s public. That makes the stakes feel high.
What to Expect Emotionally:
Fear of judgment (“What if it sounds bad?”)
Over-identification (“If my site’s not perfect, I’m not professional.”)
Visibility nerves (“Will people really see me?”)
You know that thing where you gently challenge a client to speak up even when it feels uncomfortable? Yeah. That.
So here’s your nudge: done is better than perfect. Imperfect presence is still powerful. (Also: perfection is boring and exhausting. The most magnetic sites I’ve seen have a typo or two and loads of personality. Like a great character in a sitcom 😌)
Try this instead:
Name it. Call the fear out gently. “I’m afraid people will judge this version of me.”
Anchor in your why. Who are you trying to help? What kind of support are they looking for?
Try a mantra. Like: “My words don’t have to be profound to be helpful.” Or even: “This is scary, and I can still do it.”
2. The Myth of the Perfect Website
Let’s be honest—perfect doesn’t exist.
If it did, I wouldn’t still be editing my own homepage font sizes at 11:47 p.m. 🙃 And yet, the myth persists.
We tweak, edit, polish, and reword as if perfection is the only thing standing between us and legitimacy.
But your site doesn’t have to be perfect to be powerful. It has to be clear, honest, and done. You will always have edits. That doesn’t mean your site isn’t ready. That just means you’re human.
Done gets seen. Perfect stays in drafts.
Try this instead:
Pick just one page to review. Set a 30-minute timer. Edit with intention—then stop. (This is not the moment for 14 different font tests. Learn from my mistakes.)
Use a checklist, not your feelings, to decide when a page is "good enough."
Remember: nobody’s coming to your site to grade it—they’re looking for help.
Action Step: Set a 30-minute timer, edit one page, and walk away. (You can do it!)
3. Publishing Doesn’t Mean Permanent
One of the biggest sources of launch anxiety? The belief that hitting “publish” means it’s etched in stone.
Like the moment you go live, a chorus of therapists will rise up from the depths of Psychology Today and gasp, “Did you see her section headers?!”
…Just me?
But really—publishing just means you're making it easier for the people who need you to find you. And thankfully, websites are editable. That’s one of the best parts.
You can change it tomorrow. Or next week. Or five minutes later when you realize you accidentally left a whole paragraph in italics. (Ask me how I know...)
And honestly? Most people won’t even notice the tiny tweaks you're stressing over. They’re not squinting at your H2 font size—they're wondering if you feel like someone they could trust.
Try this instead:
Set a calendar reminder to revisit your site in 2–3 months. Future-you can take another pass then.
Think of publishing as version 1.0. It’s not a final draft—it’s a living document.
Trust that your next iteration will be even better—but it needs this version to exist first.
Remind yourself: not everything needs to be a masterpiece. Some pages are just helpful.
Action Step:
Write this on a sticky note (in Sharpie, if you’re feeling dramatic):
💬 "It doesn’t have to be forever. It just has to be today."
4. Feeling Safe Sharing Your Work Matters
Therapists and coaches do vulnerable, nuanced work. Of course it feels exposing to write it all out for the internet.
You’re not just uploading some product specs—you’re putting your values, your philosophy, and your heart on the homepage.
No pressure, right? 😬
You might find yourself overexplaining, overediting, or—my personal favorite—rewriting the same sentence 12 different ways because it “doesn’t sound like you,” (even though you’re the one who wrote it.)
That hesitation makes sense. We’re taught to be thoughtful and intentional about our words, and suddenly you’re supposed to publish them into the void? Yikes.
But your website isn’t just about you—it’s about the people trying to find you. And the truth is: it’s hard for them to connect if you’re hiding behind vague or overly polished language.
Try this instead:
Ask a trusted colleague to read your homepage and describe the vibe. Does it sound like you?
Remind yourself: this is how people who need support find you
Reframe “self-promotion” as “making your work accessible to the people who need it”
Action Step:
Ask a trusted colleague to read your homepage and describe the vibe. Does it sound like you? (Or like a robot who just finished a communications degree?)
5. You’re Not Behind—You’re Building Something Real
Everyone else’s site might look shiny, but I promise you—almost no one launches without second-guessing every word, button color, and bio sentence.
(My own first launch involved a minor identity crisis over whether I sounded like myself or like my therapist, who I adore—but whose poetic metaphors and serene vibe are the opposite of my dry humor and occasional parentheses overload...)
And hey—comparison is sneaky.
You’re not just comparing fonts. You’re comparing your vulnerable in-progress voice to someone else’s polished version 4.2 that’s already been through three rebrands and a brand photoshoot involving a linen jumpsuit and a leafy mug.
Trying to sound like someone else didn’t help me get clients—it just made me feel more stuck. Because the clients I actually wanted? They were looking for someone like me.
Here’s the truth:
What you’re doing takes courage. You’re taking work that’s often intuitive, personal, and private—and sharing it with the internet. That’s not a small thing. And it’s not something you need to rush.
You’re not late. You’re laying a foundation that reflects who you are, how you help, and what kind of relationship you want to build with your clients. That takes time—and it’s worth it.
Try this instead:
Stop trying to impress other therapists and focus on connecting with your future clients.
Ask: “Does this site make it easier for the right people to say yes to working with me?”
Remember that clarity creates confidence—and confidence creates momentum.
Action Step:
Choose one page to publish. Just one. It’s not all or nothing. A soft launch still counts
One brave click at a time. 💻✨
Pep Talk Time
You're not bad at this. You're just in the messy middle.
You're allowed to feel a little unqualified, a little exposed, a little unsure. That doesn’t mean you’re doing it wrong—it usually means you’re closer than you think.
You’ve done the work to help others. This is just the part where you let your work help you, too.
Hit publish. Make edits later. Then go have a snack. 💫
Quick Tip Round-Up: Your Launch Toolkit
Feeling stuck? Here's your quick-start launch cheat sheet—equal parts gentle push and practical nudge.
Write a sticky note reminder
“It doesn’t have to be forever. It just has to be today.” Stick it somewhere visible. Repeat as needed.
Choose one page to finalize.
Set a 30-minute timer. Don’t aim for perfect—just aim for done.
Phone a friend (or trusted colleague)
Send them your homepage and ask, “Does this sound like me?” Not polished. Not impressive. Just you.
Define your site's vibe
Make a list of 3 words you want your site to feel like. Then scroll through with that lens—does the energy match?
Publish one page
Yep, just one. You don’t need a big launch moment. You just need to get out of draft mode and into the world. Progress loves momentum.
Remember: you don’t need to “launch like a pro.” You just need to publish like a person. And you already know how to show up for people. This is that—just with a little more HTML. 😉
Real-Life Reminder Time
Here’s a little tough-ish love wrapped in empathy: clients can’t find your support if your site stays in draft mode.
It doesn’t have to be perfect. But it does have to exist.
If you're ready to be done with endless tweaking:
My Therapist Squarespace Templates make structure the easy part
The Copywriting Workbook helps you write like you talk (without sounding generic)
And the VIP Day is perfect if you just want someone to put it all together for you!
You’ve got this!! 💪
