Marketing your therapy private practice feels like yelling into a crowded room where everyone’s already talking. How do you stand out? I’ve seen many people in this position—feeling overwhelmed, unsure where to start, and wondering if they should just throw business cards into the wind.
The truth is, promoting your counseling service doesn’t have to be as scary as you probably think it is right now. You just need to stick to some basic principles and strategies that work when executed correctly.
My name is Zack, owner of Private Practice SEO. I’ve encouraged other practice owners to use these simple strategies to help gain more visibility online. Here is how to market yourself as a therapist in private practice ethically and sustainably.
How to Market Yourself as a Therapist in Private Practice
Here are the exact steps that explain how to market a counseling private practice:
1. Define Your Niche
You can’t be all things to all people. It’s exhausting and, frankly, not effective. You’re not just “a therapist”; you’re the therapist for a specific group of people with specific needs.
So how to niche down as a therapist?
For starters, decide on your target audience – the people you want to work with. Is it:
- Couples navigating tricky relationships?
- Teens battling anxiety?
- New moms feeling overwhelmed?
Pick your audience and get laser-focused on them. The more specific, the better.
For example – “I help first-time moms manage anxiety while juggling motherhood” is so much better than “I help people with anxiety.”
When you market to everyone, you attract no one. By defining your niche, you become the obvious choice for your ideal client – and that’s how you succeed.
2. Establish an Online Presence
In my experience, Instagram and Facebook are the best platforms for marketing a therapy practice.
Apart from setting up profiles on these sites, you want to follow accounts in your niche, comment on posts, interact with people who may need your services, and get creative with your content.
You don’t have to dance (unless you want to), but do share tips, insights, or behind-the-scenes peeks at your practice.
You should also have a website that looks nice and feels welcoming. If you want to go the extra mile (as you should), consider blogging. Write about topics your ideal clients are Googling at 2 a.m. A couple of evergreen posts can do wonders for your search engine rankings over time.
What’s more, directories like Psychology Today are a goldmine for finding clients. At $30 a month, it’s the cheapest advertising you’ll find. To keep your profile fresh, update your location or specialties periodically to tell the platform you’re active and get ranked higher.
If all of this sounds too technical, consider hiring search engine optimization (SEO) services for private practice therapists.
3. Create Valuable Content
Social platforms are perfect for reaching people where they already spend time. Post tips, quotes, or simple strategies—things that will make people say, “Wow, this therapist gets me!”
You should also write articles for counseling directories. These sites get a lot of traffic, and publishing content on them helps you get in front of more people.
Plus, you’ve got to get in front of the camera, despite how awkward it may feel at first. Therapy is a personal and vulnerable experience, and people want to know they can trust you.
Video lets them see you, hear your voice, and get a sense of your warmth. When creating video content, ask yourself: “Does this help people see me as someone they can confide in?” If yes, you’re on the right track.
Finally, if you already have traffic to your website, you’re ahead of 90% of therapists. Next, capture their email and start sending them valuable information in a newsletter.
4. Optimize Your Online Profiles
Your online profiles are your digital shop windows. If they’re dusty, boring, or inconsistent, clients are going to scroll right past.
Your Psychology Today profile is prime real estate, so write compelling, client-focused copy. Focus less on “Here are my credentials” and more on “Here’s how I can help you feel better.” Use plain language and let your personality come through.
Next, make sure all your profiles—LinkedIn, Google Business, WebMD, Apple Maps—are consistent. Use the same headshot, tone, and info everywhere. Consistency builds trust.
5. Network and Build Relationships
Before you groan and think, “Ugh, small talk,” hear me out. It’s not as awkward as it sounds. Building genuine relationships is one of the fastest ways to fill up your practice.
But how exactly can you build a strong referral network in the mental health community? Well, you want to connect with potential referral sources—people who serve the same clients you do but in different ways.
For example, if you specialize in individual relationship therapy, find couples therapists who don’t do individual work. If you’re into EMDR, reach out to other EMDR therapists.
Also, networking doesn’t have to be stiff or formal. Many local therapist groups would be happy to have you.
To get started, send a friendly email, or – brace yourself – ask someone to grab a coffee. Yes, coffee chats are still a thing, and they work. Use this time to share about your specialties, learn about theirs, and figure out how you can refer clients to each other.
Here is a cool article about the “Art of the Coffee Chat, which helped me when I first started promoting my marketing services.
6. Use Paid Advertising
If you’re going the paid ads route, stick to Google Ads or Facebook Ads. Google Ads are great because people are actively searching for help there and you show up right when someone types in “therapist near me.”
However, they can become expensive, so make sure you track conversions and send people to a well-crafted landing page tied to the ad.
Facebook (and Instagram) ads are a bit different. You interrupt someone’s doom scroll with an offer they didn’t know they needed. It’s a lower-intent platform, but the cost per lead is much cheaper. For reference, the average cost per click for Facebook Ads is $.77 compared to $4.22 for Google Ads.
However, with Google Ads you’re targeting people who are very interested in your services vs Facebook you’re targeting people simply browsing on their phone on a Tuesday.
See the difference?
7. Leverage Local Connections
You’ll get many clients by connecting with people in your community. If you specialize in working with kids, for example, let schools and pediatricians know you’re there to help. You’d be surprised how often they’re looking for someone to refer clients to.
Keep a stack of your business cards handy to pass out to potential referral sources. Bonus points if you make them look professional and not like something you printed on your home computer at 2 a.m.
If you have a specific service area, local Facebook groups are also helpful. Look for neighborhood or demographic-focused groups.
8. Join Professional Organizations
When you join a professional organization, you:
- Increase your credibility
- Plug yourself into a community of therapists that become referral sources
You can also pick their brains about growing your practice, managing tough cases, or just surviving your first year in private practice without losing your mind.
Plus, many of these groups have online directories where potential clients search for therapists. Listing yourself there gives your practice a visibility boost.
Many organizations also offer discounts on Continuing Education (CE) courses, conferences, and workshops. That means you can stay on top of your game without breaking the bank.
You should also get on some insurance panels. I know, it’s a paperwork nightmare, but trust me—it’s worth it. Insurance companies can be fantastic referral sources once you’re in their system.
9. Get on Social Media
As an SEO specialist working with mental health professionals, I’ve noticed therapists often struggle with social media marketing.
Here’s what I tell my therapy clients about optimizing their social presence for maximum visibility and engagement.
- Create a content strategy – this involves using relevant hashtags strategically (#therapist, #anxietyrelief, #mentalhealthawareness)
- Get comfortable speaking to the camera – Share your best tips for your ideal client for free.
- Stick to one platform – most practices try to do every platform. This is the wrong approach because it stretches you thin. Stick with one platform before branching out to others.
- Monitor Your Metrics – After you’ve posted content for a month or two, take a look at your analytics dashboard to see your best performing piece of content. After that, double down on what’s working!
10. Start an SEO Blog
The first step to starting an SEO blog is finding topics that your ideal client are searching on Google right now.
One of my favorite keyword research tools is keywords everywhere. Simply download the plugin and start typing in queries you think people are typing.
Then cover that topic with more OR better information than the top results.
That’s SEO blogging in a nutshell, but there is a lot more to it than that. For instance, you should probably follow an on-page SEO checklist to ensure every piece of content is optimized for search engines.
Take the First Step To Marketing Yourself as a Therapist
I’ve discussed multiple ways to market yourself as a therapist. The simplest—and one that can be easily outsourced—is online marketing and SEO.
I specialize in helping private practices like yours attract more clients and improve visibility online. I’ll ensure your website ranks higher with expert keyword research and content production, resonates with your ideal audience, and builds trust.
Let me handle marketing your therapy private practice, so you can focus on your clients. Avail a free local SEO audit now to position your practice for success!
Private Practice Marketing FAQ
I’m just starting my private practice. Where should I focus my marketing efforts first?
As mentioned in the article, begin by defining your ideal client profile and specialty areas. Then, create a professional website that clearly communicates your expertise and approach. Start building your online presence through local business listings and professional directories. Focus on one or two marketing channels initially rather than trying everything at once.
How do I develop a unique personal brand as a therapist?
Your personal brand should reflect your authentic self while highlighting your expertise and specialization! Consider what makes your approach unique, your specific training and experience, and the transformation you offer clients. If you can package that into an unrefusable offer, then your marketing will do the work for itself.
How can I use client reviews while maintaining confidentiality?
Always prioritize client privacy and ethical guidelines. To do this, you can:
- Request testimonials from clients who voluntarily offer to share their experience
- Use anonymous reviews with client permission
- Consider asking for feedback about your process rather than specific treatment outcomes
- Follow your licensing board’s guidelines regarding testimonials
What types of offers can I promote as a therapist?
Consider developing:
- Initial consultation packages
- Group therapy programs
- Workshop series
- Online courses or webinars
- Sliding scale slots for accessibility
- Specialty treatment programs for specific concerns
What are the most effective ways to promote my practice online?
Focus on these key areas:
- Optimize your website for local search (SEO)
- Maintain active professional social media profiles
- Create valuable content that showcases your expertise
- Engage with your local community online
- Consider targeted online advertising within ethical guidelines
How can I effectively communicate my expertise without sounding boastful?
Although it’s scary at first, you can position yourself as an expert simply by changing your perspective from “telling” to “sharing”. Here are some ways you can share your knowledge:
- Case studies (while maintaining confidentiality)
- Educational content about your specialty areas
- Professional certifications and continuing education
- Speaking engagements and workshops
- Collaboration with other professionals
How important are professional relationships in marketing my practice?
There are many practices that have been able to grow to 6 figures or more simply through word-of-mouth, but it does take a lot of effort. Here are some suggestions if you’re a brand new practice:
- Joining local therapist groups and associations
- Building referral relationships with other therapists
- Participating in community health events
- Connecting with local doctor’s offices
- Contributing to professional discussions online like Reddit or Quora
How do I get started with SEO?
Getting started with SEO is simple! Just book a free website consultation with us to begin learning areas of your website that can be improved. We’d be happy to give you more personalized information to your website and specific business goals.
Author
Hi, I’m Zack, SEO consultant and owner of Private Practice SEO. I’m on a mission to help practice owners launch and scale their practice with everything I’ve learned the past 6 years in the fast-evolving world of online marketing.