Write in the words people use before they have a diagnosis. Somebody who has not slept properly for two months does not look for a clinical term; they describe the two months. A page built around the description reaches them, and a page built around the label waits for them to learn it first.
Give relatives a page of their own. "How do I get my brother to see someone" is one of the most common searches in this field and one of the least answered, and whoever answers it well gets the call at the point where the person concerned finally agrees.
Be explicit about the format and its cost in time. A weekly hour, a group that runs for eight weeks and an intensive programme are different decisions for somebody with a job and a family, and the page that says so avoids the enquiry that collapses at the first practical question.
Say what the centre does not do. Naming the situations that need a GP, an emergency service or an inpatient setting first is not lost business — it is the sentence that makes the rest of the page believable.