If you’re a therapist, you already know the question. It arrives by phone, by email and in consultation calls: “Do you take my insurance?”
For many people, the answer decides whether they reach out at all. Therapy is a real expense, and someone who is already struggling doesn’t want a surprise bill. When your website doesn’t answer the question, they email to ask, or they move on to a therapist whose website does.
Here’s what to say, section by section.
1. The plans you’re in network with, by name
“We accept most major insurance” sounds helpful, but it isn’t. Clients want to see their plan’s name. List every plan you’re in network with:
We’re in network with Aetna, Blue Cross Blue Shield, Cigna, UnitedHealthcare and Optum.
Then add one honest line about coverage: “Coverage depends on your specific plan, so we suggest checking your benefits before your first session.” Keep the list current. A plan you left last year still listed on your website is a frustrating surprise for a new client.
If you work through a company like Headway or Alma that handles insurance billing for you, list the plans you can accept through them, in plain words. Clients don’t need to know how the billing works behind the scenes.
2. Out-of-network benefits and superbills
This is the section most therapy websites skip, and it’s often the most useful. Many clients have out-of-network benefits and don’t know it. A short explanation can turn “you’re not in my network” into “I can still see you”.
Something like:
Out of network? You may still be covered. Many plans pay back part of the cost of seeing a therapist outside their network. You pay our rate at each session, and we give you a superbill, a detailed receipt you send to your insurer. They reimburse you based on your plan.
Then give clients the three questions to ask their insurer: Do I have out-of-network benefits for outpatient mental health? What’s my out-of-network deductible? What percentage do you reimburse?
3. Your self-pay rates, in actual numbers
Even clients who plan to use insurance want to know your full rate. Show it. If rates differ for couples, families or longer sessions, a short table works well. “Contact us for rates” makes people email, or leave.
4. Sliding scale, if you offer one
If you keep reduced-fee spots, say so, gently:
We keep a number of sliding scale spots for people who need them. You don’t need to explain or prove anything. Just mention it when you reach out.
If your sliding scale spots are often full, say that too, and offer to suggest other options. It saves people from waiting on a reply they were hoping for.
5. The Good Faith Estimate notice
If you see clients who don’t have insurance or aren’t using it, the federal No Surprises Act generally expects you to give them a Good Faith Estimate of expected costs, and to let people know about that right, including on your website.
The simplest approach is a short section on your fees page with the official notice wording from the Centers for Medicare & Medicaid Services. We don’t give legal advice, so check the current requirements with your compliance advisor. Our fees and insurance page template shows where it fits.
6. How to say “we don’t take insurance” kindly
Many excellent therapists are fully self-pay. There’s nothing to apologize for, but the way you say it matters. Compare a flat “We do not accept insurance.” with:
We’re a self-pay practice. That means we don’t bill insurance directly, but many clients are still reimbursed. We’ll give you a superbill each month to send to your insurer, and we keep a few sliding scale spots each week. Not sure what your plan covers? We’re happy to talk it through on a free consultation call.
The second version says the same thing. But it leads with what you do offer, answers the next question before it’s asked, and keeps the door open. A client reading it at 11pm knows exactly what to do next.
7. The practical details
A few small things that save a lot of emails:
- Cancellation policy. Be clear, and lead with understanding (“Life happens”). Mention that insurance doesn’t cover missed sessions.
- How to pay. Cards, HSA and FSA cards, and when payment is due.
- What to have ready. Their insurance card, and their plan’s member services number.
Where to put it
Put all of this on one clear “Fees & insurance” page. Then:
- Link to it in your main menu.
- Link to it beside every Book now button.
- Mention your in-network plans on your homepage and on each clinician’s bio, especially in a group practice where clinicians take different plans.
- Make sure your Psychology Today profile lists the same plans.
What it does for your practice
When the insurance page is clear, fewer people need to ask. See what we build for insurance-based clinics.
Want to see how much time insurance questions take in your practice? Try the front-desk time calculator. Then grab the fees and insurance page template, or send us your website for a free website check and we’ll tell you what your insurance section is missing.