A strong therapy fees page lists each service with its length and self-pay price, names every insurance plan you accept, explains out-of-network and sliding-scale options, and includes the good faith estimate notice for uninsured and self-pay patients. Put the answers in plain HTML text near the top, with a dated FAQ, so search engines and AI assistants can quote them.
Last verified: November 9, 2026.
General information, not legal or financial advice. Disclosure rules differ by state and by license. Have qualified counsel review your fees page and policies. Nothing here promises higher search positions, AI citations or compliance.
Why the fees page matters more than its traffic suggests
"How much does therapy cost" is a common question about therapy, and a high-intent one. Someone asking it is close to booking and wants to know whether you're affordable and whether their insurance works. A fees page that answers that clearly does three jobs:
It qualifies inquiries. Callers who already know your fee and policies are more likely to book than to ask and leave.
It ranks for cost queries. Specific prices, codes and plan names in text give search engines something concrete to match.
It gives AI assistants a quotable answer. When someone asks an assistant "does [practice] take Aetna?" or "how much is a session with [therapist]?", a page that states the answer in one sentence is easy to cite. A page that says "contact us for rates" gives the assistant nothing to cite.
The free ClinicStats audit has a check for exactly this. Its "Insurance or self-pay prices stated" check passes when "the site names the insurance plans accepted, or states self-pay prices." It's borderline when "insurance is mentioned in general terms, but no plans or prices are named." The full rule is on our methodology page.
What to put on the page
1. A one-paragraph answer at the top
Open with two or three sentences that answer the main question directly:
Individual therapy sessions are $[fee] for 50–55 minutes and $[fee] for 38–45 minutes. The first appointment (diagnostic intake) is $[fee]. We are in-network with [Plan A], [Plan B] and [Plan C]. For other plans we provide superbills for out-of-network reimbursement.
Change the times, fees and plans to match your practice. Keep it as text, not inside an image or a PDF.
2. A service-by-service fee table
| Service | Typical length | Self-pay fee | Billing code (for superbills) |
|---|---|---|---|
| Initial diagnostic evaluation | 60 min | $[ ] | 90791 |
| Individual therapy | 30 min | $[ ] | 90832 |
| Individual therapy | 45 min | $[ ] | 90834 |
| Individual therapy | 60 min | $[ ] | 90837 |
| Family or couples session with the client present | 50 min | $[ ] | 90847 |
| Group therapy | [ ] min | $[ ] | 90853 |
Listing the codes helps out-of-network patients estimate reimbursement with their plan. Describe services in your own words. If you need a reference point for setting the fees, our guide to 2026 Medicare rates for therapy codes explains what public benchmarks exist and their limits.
3. Insurance, named plan by plan
List each carrier and plan or network you are in-network with. "Blue Cross" alone is ambiguous when one carrier runs several networks.
List the Medicaid plans or MCOs you accept, if any.
Say when you are out-of-network and what you provide (superbills, or no insurance paperwork at all).
Add a "last updated" date. Network participation changes, and payer directories go out of date. See provider directory accuracy.
For how allowed amounts and out-of-network claims work, link to an explainer such as insurance reimbursement and allowed amounts instead of trying to explain coinsurance on the fees page.
4. Reduced-fee and sliding-scale policy
If you offer reduced fees, describe the policy: who qualifies, what documentation you ask for (if any), how many reduced-fee spots you keep, and how often you review them. A vague "sliding scale available" invites calls you can't fill. Don't promise a specific discount you won't apply consistently.
5. Policies that change the total cost
Late cancellation and no-show fees, and the notice period.
Fees for letters, forms, records or court-related work, if you charge them.
Payment methods, when payment is due, and card-on-file practices.
Whether HSA/FSA cards are accepted.
6. The good faith estimate notice
Under the No Surprises Act rule at 45 CFR 149.610, providers must give uninsured and self-pay patients a good faith estimate. Information about that right must be prominently displayed on the practice website. The fees page is a natural place for it. Our companion article on good faith estimates and your website covers the timing, the content and the notice wording, along with open questions to take to counsel.
Wording to avoid
Promised outcomes and superlatives such as "lowest," "best value" or "#1." Claims like these can raise consumer-protection and licensing-board concerns, and you can't prove them.
"Insurance will cover most of the cost." Coverage depends on each patient's plan.
Prices you don't actually charge. If the page is out of date, a patient may rely on it. Date the page and review it whenever fees change.
Other practices' fees. Linking to or reproducing a competitor's prices adds nothing for patients. Discussing fees with competitors raises antitrust concerns.
Outcome promises. "Most clients feel better in 6 sessions" is a clinical claim that needs evidence and context.
Make the page easy to rank and quote
Write for the question, then the follow-ups
Use H2 headings that match real questions: "How much does a session cost?", "Do you take insurance?", "Do you offer a sliding scale?", "How do superbills work?" Answer each in the first sentence under the heading, then add detail. This helps traditional search snippets and AI answers the same way.
Keep it in plain HTML
Prices inside images, accordions that only load on click, or third-party widgets may not be seen by every crawler or AI assistant. Put the answer in the page's server-rendered text. Check this by viewing the page source: if the fee is not in the HTML, many crawlers will not see it either.
Use an FAQ section, but know what structured data does and doesn't do
Google's August 8, 2023 announcement said FAQ rich results "will only be shown for well-known, authoritative government and health websites." For other sites, FAQPage markup "will no longer be shown regularly." The same post says unused structured data "does not cause problems for Search." A private practice's FAQ markup is therefore unlikely to produce a rich result. The visible FAQ text still answers patients and gives AI assistants clean question-and-answer pairs.
For prices, schema.org has types like Offer and PriceSpecification. Google doesn't list a rich result for therapy-service prices, so treat this markup as optional context, not a ranking lever. Medical business markup (for example MedicalClinic with name, address and telephone) is the one ClinicStats checks. Detailed schema implementation is outside this guide's scope.
Link it from where patients look
Link the fees page from the main navigation, every therapist bio, and the booking or contact page. Use a short, clear URL such as /fees or /rates-and-insurance.
A quick self-check
[ ] Session fees stated in text, with session length
[ ] Every in-network plan named, plus an out-of-network statement
[ ] Sliding-scale or reduced-fee policy described, or clearly not offered
[ ] Cancellation and other fees listed
[ ] Good faith estimate notice present and easy to find
[ ] "Last updated" date
[ ] Linked from navigation, bios and booking page
[ ] No guarantees, superlatives or outcome promises
Run a free ClinicStats scan to see whether your current site passes the insurance and pricing check.