Therapist Website Mistake: Stuff That Moves

It makes sense if you want your therapist website to be as interactive and visually appealing as possible.

Animations, which include sliding text, moving graphics, and other interactive features, are often seen as a way to make a site stand out. Where pictures and content expand or flow and words reveal themselves as you scroll down a page. Or, perhaps, where things pop up with bursts of color or marquee across the screen. However, when it comes to therapist websites, stuff that moves around may do more harm than good.

A therapist recently asked me, “Do you think that kind of stuff could help engage visitors more effectively?” It’s a fair question, especially given how popular animated elements have become. But for therapist websites, the answer is usually no.

Because No One Looks For A Therapist When They Are Calm: Your Therapist Website Visitor Is Distressed

As much as we’d like for people to seek emotional support before things get overwhelming, that’s not how it works. Instead, people tend to wait until they can’t handle the grief of their father’s death, the stress at work feels all-consuming, or their high conflict divorce is bringing them to the brink. 

Due to the emotional states that therapist website visitors are in, we need to design therapist websites differently than other sorts of websites. 

There are best practices for website design that can help ensure a therapist website is calming and easy to navigate. 

While animations and interactive elements might seem appealing from a design perspective, it turns out they can actually hinder the user experience for individuals, especially ones who are in a vulnerable state.

Instead of asking, “how can we make your website more exciting and interactive?” we can ask “how we can make your website more peaceful and supportive?” A therapy website should aim to provide a safe space that facilitates finding the right support without adding to the visitor’s stress.

The #1 Reason to Avoid Animations: Animations May Stress Already Distressed Visitors

Given that visitors are already in a state of emotional distress, it is incredibly beneficial for a therapist website to give a sense of calm, stable, reassurance. Animations can create a sensory and cognitive overload, adding to anxiety rather than alleviating it.

One of the ways that animation can be stressful is because on a very basic, human level, it’s the things that move can be a threat.

Designer Craig Corbin agrees that, “This is somewhat based in human physiology. Movement draws the eye, and the new focus area must be assessed. This is basic behavior for humans from the earliest days, where hunter/gatherers needed to be aware of dangers around them. Our eyes are optimized in the center of the field of view for focus, while all around this central area the eye is optimized to detect movement.” Animations can disrupt and distract a visitors mental process.

Animations are also known to increase cognitive load. Cognitive load refers to the amount of mental processing power required to use a website. According to the Nielsen Norman Group, minimizing cognitive load is essential for usability.

When users are overwhelmed by complex animations or excessive interactive elements, their ability to process information and complete tasks diminishes. This is particularly problematic for those already experiencing stress or emotional turmoil.

Kathryn Whitenton of Nielsen Norman Group explains that cognitive load consists of two types: intrinsic and extraneous. Intrinsic cognitive load is the effort required to absorb new information, while extraneous cognitive load is unnecessary processing that does not aid in understanding content. For therapy websites, the goal should be to minimize extraneous cognitive load to ensure users can easily find the information they need rather than getting stressed.

By this point, you might be asking if animation ever makes sense? The answer is yes, the consensus among designers seems to be summed up well by Page Laubheimer, “Animation in UX must be unobtrusive, brief, and subtle. Use it for feedback, state-change and navigation metaphors, and to enhance signifiers.” In other words, even for non-distressed visitors, animation is best used for feedback and guidance for user interactions, not as entertainment or decoration.

And There’s More: Three More Important Reasons to Avoid Animations

Animations Can Be Distracting

Although animations can be visually interesting, they can also draw attention away from your message. For someone seeking therapy, the goal is for them to find information they are seeking quickly. Most visitors will be visiting with a specific question in mind. “Is this the right therapist for me?” “Do they offer online therapy?” “Do they have experience in EMDR which I just heard Oprah talk about!” Animations can interrupt that focus making it harder for visitors to find what they need quickly. 

Animations Can Slow Down Your Website

Animations require more code and loading that code can slow down your website overall. A slower site can also be frustrating for visitors who already feel like things in life are out of control. A fast website is a pleasant website – especially for visitors who might already be distressed. 

Animations Can Make Your Look Less Professional

Is this a therapist website? Or some flashy entertainment site? Or worse… one of those spam sites with all the moving ads! A therapist’s website should reflect the same level of professionalism as the therapist themselves. Flashy animations can actually make the site seem less serious and less credible, especially if done poorly. Instead, opt for a straightforward design that builds trust. 

What to Do Instead: Practical Tips for Reducing Cognitive Load

1. Simplify Navigation
   Use clear, concise menus and straightforward navigation to help users find what they need quickly.
2. Avoid Visual Clutter
   Eliminate redundant links, irrelevant images, and excessive typography that can slow users down.
3. Maintain Consistent Layouts
   A consistent layout throughout the site reduces cognitive load and helps users feel more comfortable and oriented. Stick to conventions. 
4. Focus on Content
   Ensure that the content is easily accessible and relevant, providing immediate support and information without unnecessary distractions.
5. Use Simple Design
   Utilize a calming color palette and simple design to create a calm and welcoming environment.

Create A Calming Therapist Website: No Stuff Moving Around Required

Designing a therapist website requires taking distressed visitors into consideration. By minimizing extraneous cognitive load and creating something that feels more stable and easy, you can ensure that the website supports visitors. The ideal focus should be on helping them without adding stress. 

By implementing practical tips like simplifying navigation and sticking to website conventions, you can create a therapy website that truly serves its purpose: providing a safe, stable space for people to find the support they need and just when they need it.