Is Your Marketing as Good as Your Therapy?

10 things to consider when building an authentic and sustainable marketing plan for your therapy practice. Let’s dive in!

1. Be Yourself

Your brand is you! A friendly, professional photo and a bio that sounds natural will help clients feel comfortable reaching out. People want to connect with a real person, not a list of credentials.

A little brand awareness can go a long way.

→ Example: Instead of saying, “I provide therapy for individuals,” try: “I help people navigate stress, anxiety, and life’s challenges with empathy, humor, and real-world tools.”

• Keep your tone warm and conversational
• Show a bit of personality to help potential clients relate to you
• Highlight what makes your approach unique

2. Make It Easy for Clients to Reach You

Taking the first step toward therapy can be intimidating—don’t make it harder than it has to be!

Whatever marketing vehicles you choose be sure to following these basic rules and offer a compelling call to action (CTA):

• Offer a free 10-minute consultation to break the ice
• Make sure your contact info is front and center, and accurate
• Make scheduling easy, have a “Book a Session” option that’s easy to find
• Respond quickly to all inquiries—ideally within 24 hours

→ Why it Matters: If clients don’t hear back quickly, they will move on. A prompt response shows you care before the first session even starts.

3. Invest in Your Therapy Practice

Marketing isn’t just about attracting new clients—it’s about sustaining a thriving practice. If a client attends 10-16 sessions at $100 each, that’s $1,000–$1,600 per client (APA, 2023). A strong marketing plan ensures a steady stream of new clients while maintaining financial stability.

→ Investing in marketing isn’t an expense—it’s a long-term strategy!

• Allocate a marketing budget each month to maintain visibility
• Define clear client acquisition goals and track progress to measure success
• Keep marketing consistent to avoid dry spells in client intake
• Understand that marketing is cyclical—some months will be busier than others, so plan accordingly

4. Make Sure Clients Can Find You Online

Even if you’re the best therapist in town, clients won’t reach out if they don’t know you exist. A strong online presence ensures they can find you when they need you most. Utilizing these top online marketing resources is a critical first step to being found online:

• Google My Business: Claim your listing and keep it updated
• Use Directories: List yourself directories Psychology Today & TherapyTribe for instant exposure
• Social Media: Share simple mental health tips (if you enjoy it!)
• SEO Basics: Use relevant keywords so people can find you through search engines

→ Tip: Keeping your online profiles fresh and updated improves search rankings and visibility.

5. Word-of-Mouth Still Works

People trust recommendations. Referrals remain one of the most powerful ways to attract new clients. Building strong relationships with both clients and colleagues leads to steady referrals!

• Network with other therapists for cross-referrals online and in-person
• Build relationships with doctors, wellness professionals, and community leaders
• Ask satisfied clients (when appropriate) to leave a review
• Participate in local events or online discussions related to mental health

6. Optimize Your Online Credibility

Your online presence isn’t just about being visible—it’s about building trust. Potential clients will check your website, directories, and social media before deciding to reach out. Make sure they find a professional, welcoming presence that speaks to their needs.

• Website First Impressions Matter: Use a high-quality, friendly photo and ensure your homepage is clear and inviting.
• Easy Navigation: Your website should be mobile-friendly, with a simple layout that makes it easy for visitors to find what they need.
• Showcase Your Specialties: Clearly define the types of therapy you offer and who you help, so potential clients can see if you’re the right fit.
• Update Your Directories: Keep your listings on Psychology Today, TherapyTribe, and other platforms up-to-date with fresh content and current availability.

7. Find Your Niche

Specializing helps you stand out. If you try to appeal to everyone, you might connect with no one.

Always keep your target audience in mind when creating content for your practice.

• Define your ideal client—who do you love working with most?
• Tailor your website and messaging to their specific needs
• Share content that speaks directly to their concerns

→ Example: If you specialize in anxiety, create blog posts or short videos with mindfulness tips.

8. Tell Your Story

People connect with people, not just credentials. Authenticity is key—clients want to see the real you, not a polished sales pitch. Being genuine in your marketing builds trust before they even step into your office.

Be customer focused: let clients see your passion for helping others.

→ Example: Instead of, “I help with anxiety,” try: “I work with professionals who feel like they can never turn their minds off. Let’s create space for peace and clarity.”

• Be yourself—share what makes your approach unique and why you’re passionate about therapy.
• Use real-world examples (while maintaining confidentiality).
• Share why you became a therapist—your journey matters
• Write like you talk—your bio should feel like a conversation, not a resume.

9. Try Email Marketing

A simple monthly email keeps you top of mind for potential clients and referral sources.

Ideas on what to include in a client centered email marketing campaign:

• Quick mental health tips that offer real value
• Updates on availability or new services
• Book recommendations or mental health resources
• Encouraging messages and supportive insights
• Upcoming events, workshops, or special offers

→ Tip: Use tools like Mailchimp or ConvertKit—1-2 emails a month is plenty!

• Keep emails short and engaging
• Avoid sounding salesy—focus on helping
• Build trust over time with consistent communication

10. The Key to Long-Term Success

Some weeks are busy, others are slow—that’s normal. The key to marketing success is showing up regularly. Marketing isn’t about selling therapy—it’s about helping people find the support they need. And that’s worth sharing.

• Keep your website and profiles updated
• Post occasionally on social media (if you use it)
• Continue networking and maintaining referral relationships
• Track what’s working and tweak your approach as needed

Now, go do what you do best—help people. The rest will fall into place!