How to create an AHPRA-compliant website that still feels like you

If you’re a therapist, psychologist, or mental health professional working in Australia, chances are you already know the importance of AHPRA compliance. And if you’ve ever sat down to work on your website content or branding, you might’ve found yourself asking, “How do I show what I do and connect with clients without breaking any rules?”

AHPRA’s guidelines can feel restrictive. But don’t worry! You absolutely can create a website that’s AHPRA-compliant and still feels personal, welcoming, and aligned with who you are.

Let’s get into it!

Firstly, what does AHPRA compliance actually require?

AHPRA (the Australian Health Practitioner Regulation Agency) sets out specific rules to ensure that healthcare advertising and communication is ethical, accurate, and not misleading.

Some key AHPRA guidelines include:

No testimonials (including on your website, social media, or any third-party platforms you manage).
No misleading claims (you can’t guarantee outcomes or use language that promises certain results).
No promotions or inducements (e.g. no “first session free” messaging).
Accurate representation of your qualifications and registration.

Obviously, these rules are important to protect the public and maintain a high level of trust in the profession — which is probably something you, as a practitioner, want as well.

But here’s where you might feel stuck, when it comes to staying compliant.

The challenge is that the rules can feel so restrictive that you can feel like there’s nothing you can say to help you and your practice stand out.

In an effort to create an AHPRA-compliant website, therapists can easily end up with:

Flat, overly formal copy that doesn’t reflect their personality.
Vague service descriptions that don’t help their potential clients feel confident.
A visual identity that feels clinical or generic.

None of this helps you to establish meaningful connections with your potential clients. It doesn’t express any reason for someone to want to start seeing you — which is what your branding SHOULD be doing.

But don’t worry! There are ways to create a website that expresses your uniqueness, while still staying compliant with AHPRA’s guidelines.

How to build a clear and compelling brand — ethically.

Here are five key ways to set your brand apart and create a website that gives potential clients confidence in your services, while also being compliant to AHPRA requirements.

1. Focus on your approach, not the outcome.

Instead of promising transformation (an AHPRA no-no), focus on how you work.

What frameworks or modalities do you use?
What is your style as a therapist? (Is it gentle, structured, collaborative?)
What can a client expect from the process in terms of experience (rather than results)?

2. Lead with your core values.

In my approach to branding, your core values are a crucial part of the equation. Your values are the guiding principles that guide the way you show up and engage with people. When it comes to connecting with clients, it’s the ones who align with your values who will usually be the best fit.

This is why it’s so important to identify what your values are, and to integrate them into your branding.

Examples of values:

Safety — Creating a safe and inclusive space.
Autonomy — Allowing the client to set the pace and steer their sessions.
Compassion — Providing compassionate support, free of judgement.

3. Write client-centred messaging.

Your branding should always be just as much (if not more) about your clients than it is about you. So, your website should reflect what a person seeking help may be thinking or feeling, to help them feel seen and heard.

For example:

“You might be feeling overwhelmed or unsure of where to begin.”
“If you’re looking for support with [area of focus], I offer a calm, supportive space.”

Using client-centred messaging like this shows your empathy and helps to build connection by demonstrating to people that they’re in the right place. It helps to build confidence, without crossing any ethical lines.

4. Share your credentials clearly.

AHPRA encourages clarity about your qualifications, so make sure your registration, training, and experience are listed in a factual, easy-to-read way. Including logos in places like your website can be a good way to make your credentials clear at a glance.

5. Use a visual identity that matches your tone

The visual design of your branding is a big part of how you come across to clients. From colours and fonts to your logo, the look and feel of your practice plays a key role in communicating your tone and what clients can expect if they work with you.

You want a visual identity that matches your brand message. One that captures your values, demonstrates your personality, and helps your ideal client to feel at home when they come into contact with your business. However you want to help your clients feel — safe, reassured, motivated — your brand visuals are a way to help you create that experience.

And, of course, having a strong visual identity that is consistent across all your business touchpoints (website, business cards, client documents, etc) helps to establish your professionalism, as well as building recognisability with your audience.

Last thoughts

Your brand and website should be a reflection of the care and dedication you bring to your work. And you should feel like there’s a choice you have to make between being compliant and making connections with people. It’s absolutely possible to achieve both.

I hope the five points I’ve listed above give you direction as you continue building your brand and creating an AHPRA-compliant website to showcase it.

If you’re interested in gaining more clarity about branding, or even working with me on your branding, I’d love to speak with you!

You can book a free clarity call, where we’ll explore the ways we can align your online presence with the value your practice offers. Book your free clarity call »