A worried parent is comparing you with a waiting list
Most enquiries to a speech therapy practice come from a parent who has been told their child needs support and does not want to wait. They are anxious, they are researching at night, and they will contact whoever answers their questions first.
Cause 1: nothing describes what an assessment is
The symptom: parents ring to ask what happens, which means the ones who do not ring simply do not book.
The change: an assessment page covering the visit itself, how long it takes, whether the parent stays in the room, what the report contains, and what happens after. This one page removes the most common phone call and the most common reason for hesitating.
Cause 2: you are found for your name, not the concern
Parents search "speech therapist for stammering", "my child is not talking yet", "help with speech sounds" — not "speech and language therapy".
The change: a page per area of work in the words a parent types — late talkers, speech sound difficulties, stammering, language delay, autism support, feeding. A page per concern is a page per search, and these searches have very little competition.
Cause 3: paediatric and adult content are mixed together
An adult recovering from a stroke and a parent of a three-year-old need entirely different pages, and a combined site makes both hunt.
The change: separate sections, so each reader finds their answer in one tap.
Cause 4: fees and session structure are unstated
The change: assessment fee, session fee, block or package rates, report costs, and whether you work in schools or at home. Parents are frequently comparing private cost against a public waiting list, and they cannot make that comparison without your numbers.
Cause 5: booking is an enquiry form only
The change: live availability from Cliniko, Jane, Zanda, Power Diary or WriteUpp, with separate assessment and therapy appointment types and intake sent in advance. Keep an enquiry route as well — some parents want to describe the situation before committing.
Cause 6: online sessions are not explained
Teletherapy works well for much of this caseload and extends your reach past your travel radius.
The change: a page on how video sessions run, which ages and difficulties they suit, and what the family needs at home.
Fix them in this order
The assessment page first, then the pages per concern — one converts, the other brings the traffic. Split paediatric from adult third. Then fees, booking and teletherapy.
Where this sits
Our speech therapy websites ship with an assessment page, a page per concern and typed booking, at a fixed price. The audit version is the speech therapy checklist. The wider clinic view is on the clinics page.