11. Web Sites and Internet Marketing

  1. Chris E. Stout
  1. Joe Bavonese

Published Online: 24 SEP 2012

DOI: 10.1002/9781118089972.ch11

Getting Better at Private Practice

Getting Better at Private Practice

How to Cite

Bavonese, J. (2012) Web Sites and Internet Marketing, in Getting Better at Private Practice (ed C. E. Stout), John Wiley & Sons, Inc., Hoboken, New Jersey. doi: 10.1002/9781118089972.ch11

Publication History

  1. Published Online: 24 SEP 2012
  2. Published Print: 27 JUL 2012

ISBN Information

Print ISBN: 9780470903988

Online ISBN: 9781118089972



  • Web sites;
  • Internet marketing;
  • search engine optimization (SEO);
  • pay-per-click advertising;
  • Google;
  • organic search


The Internet has become a major source of referrals for psychotherapists in private practice. Mass adaptation of broadband Internet service along with an increasing focus on local search by Google, Yahoo!, and Bing, the major search engines, have created an exceptional opportunity for private practitioners to generate steady referrals. For this to occur, however, practitioners must have an understanding of fundamental principles of Web site design, search engine optimization, pay-per-click advertising, and marketing—none of which is taught in graduate training. The two poles of successful Internet marketing—attracting consistent visitors to a practitioner's online presence (typically a Web site or blog) and converting a reliable percentage of those visitors to clients—must work seamlessly together to produce consistent referrals. Specific examples of each of these principles illustrate strategies for success in Internet marketing.