How to Market Your Therapy Practice: A Therapist’s Guide to Online Success

brown color graphic with white writing showing a laptop and white coffee cup with the text "A Therapist's Guide to Online Success"

Whether you’re a seasoned therapist looking to expand your reach or a recent graduate embarking on your healing journey, this blog post is your compass through the sometimes murky waters of marketing your therapy practice.

We’ll navigate the intricacies of marketing to an online audience, delve into the nuances of digital outreach, explore the visual storytelling potential of Instagram, discover the power of Google Ads, and harness the influence of Psychology Today advertising. We’ll also equip you with the knowledge and strategies you need to elevate your therapy practice.

So, assuming you’re ready — and we bet you are because you’re done taking on more and more clients to make ends meet, holding tight to insurance panels, and burning yourself out – let’s amplify your presence, attract individuals who are ready to pay you what you’re worth, and steer you away from feeling guilty, greedy, or wrong for wanting financial security and ease.

Online Marketing for Private Practices

It’s an ironic twist; while online marketing broadens your market, at Lean In. MAKE BANK., we encourage you not to take on more clients to increase your income. Instead, our goal is to position you more effectively so that you can connect with an audience that perfectly aligns with your therapeutic expertise and approach.

Marketing success means stabilizing your caseload while empowering you to charge higher fees, allowing you to work with fewer clients while maintaining a fulfilling and impactful therapeutic journey for both you and them.

Before we dive into the nitty-gritty of creating an online presence, let’s review why it’s worth the effort:

  • Visibility: The internet is where people turn to for answers. By having a strong online presence, you increase your visibility to individuals you’d most like to work with. You become more accessible and approachable.
  • Credibility: A professionally designed therapy website instills trust in potential clients. It showcases your commitment to your practice and your dedication to helping others.
  • Information Sharing: Your website is your digital brochure. It’s where you can share essential information about your practice, such as your areas of expertise, treatment approaches, and contact details.
  • Client Education: Through your website, you can educate potential clients about therapy and mental health. Providing informative content can help demystify the therapeutic process and reduce apprehensions.
  • Convenience: An online presence allows clients to reach out to you at their convenience. Whether it’s in the middle of the night or during a lunch break, your website is open for inquiries.

Digital Marketing for Therapists

Marketing for therapists goes beyond just having a website. It extends into the realm of digital marketing, where strategic online efforts can help you build and nurture client relationships, share your expertise, and expand your reach in meaningful ways. And THIS is what it takes to attract perfect-fit clients who are eager and excited to invest in the work at premium fees.

Digital marketing includes a wide range of tactics and platforms, and it’s essential to navigate this landscape with purpose. Here are some key components to consider.

1.   Establishing a Professional Therapy Website

Let’s talk about the first step in creating your online identity: a professional therapy website.

Your practice’s website serves as your digital storefront; you have just a few seconds to make a good first impression. Here’s what you need to consider:

  • Design: Your website should reflect your practice’s professionalism. Clean, user-friendly designs with easy navigation are key. Remember, simplicity is often more effective than complexity.
  • Content: The content on your website should be clear, concise, and informative. Describe your services, your approach, and your qualifications. Use language that’s relatable and reassuring.
  • SEO Basics: To make sure your website ranks well in search engines like Google, you’ll need to capture the basics of Search Engine Optimization (SEO). Centering your content around relevant keywords, researching topics your audience is searching for, and ensuring your site is mobile-friendly are all crucial elements in marketing your practice.
  • Contact Information: Display your contact information prominently, and consider using a contact form for easy inquiries. Reduce friction for potential clients to reach you.

2.   Building and Nurturing Clients through Email

Email marketing remains a powerful tool for therapists. It allows you to easily stay connected with current and potential clients, providing them with valuable updates and insights. Here are some tips:

  • Segmentation: Tailor your email content to different client segments based on their needs and interests.
  • Consistency: Regular communication keeps you on your clients’ radar without overwhelming their inboxes.
  • Valuable Content: Offer tips, resources, and relevant information that can genuinely help your audience.

3.   Sharing Insights via Content Marketing

Content is king in the digital world. By consistently producing valuable content related to therapy and mental health, you position yourself as an expert and attract individuals seeking your guidance. Consider these content marketing strategies:

  • Blogging: Maintain a blog on your website to address common questions, share insights, and offer practical advice.
  • Videos and Webinars: Visual and interactive content, such as webinars and videos, can engage your audience and provide a personal touch.
  • Guest Posts: Collaborate with other professionals or platforms to expand your reach and share your expertise.

4.   Webinars vs. Podcasts: Connecting with Your Audience

Webinars and podcasts offer therapists unique ways to engage with their audience, but they serve different purposes:


  • Enable direct interaction, fostering trust and connection.
  • Videos and Webinars: Showcase your expertise in a structured format.
  • Guest Posts: Provides first-hand access to your knowledge on various topics.

>>> Sign up for our webinar: The 4-Step Framework to Your Six-Figure Practice


  • Like a personal radio show featuring stories, insights, interviews, and expertise.
  • Harness the power of storytelling to illustrate the transformative potential of therapy.
  • Create a personal connection, making listeners feel like they’re conversing with a trusted friend. Ahem – that would be YOU.

>>> >>> Listen in to our podcast: The Money Sessions

Utilizing Instagram for Therapist Marketing

Instagram is a powerhouse for therapists looking to connect with their audience through visual storytelling. With its vibrant community and endless potential for creativity, Instagram offers a unique platform to showcase your therapy practice and reach a broader audience.

Harnessing Visual Storytelling

Instagram is all about visuals, and as a therapist, you can leverage this by crafting a compelling visual narrative that resonates with your audience. Here’s how to harness the power of visual storytelling:

  • Show Your Authentic Self: Your Instagram should reflect who you are as a therapist and as a person. Share glimpses of your daily life, workspace, and activities outside the therapy room. Don’t be afraid to be a bit vulnerable. Authenticity builds trust.
  • Client Success Stories (Anonymously): While confidentiality is paramount, you can share vignettes based on composites of clinical stories that showcase the positive impact of therapy. Use narratives that highlight progress and resilience.
  • Visual Representation: Use images or graphics to symbolize concepts related to therapy and mental health. For example, a puzzle piece could represent personal growth and understanding.
  • Quotes and Insights: Share bite-sized wisdom from your therapeutic approach or books you recommend. Inspirational quotes can resonate with your audience.
  • Interactive Content: Engage your followers with interactive content like polls, quizzes, and questions related to mental health topics. Encourage them to share their thoughts.
  • Behind-the-Scenes: Offer a peek behind the curtain. Show how you prepare for sessions, your favorite therapy books, or your therapy dog’s role in your practice.

Google Ads for Therapists

Google Ads can be a potent tool to enhance your therapy practice’s visibility. It’s like putting up a billboard on the internet’s busiest highway, directing potential clients straight to your virtual doorstep.

What is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform that allows you to display your therapy practice at the top of search engine results pages (SERPs). When someone searches for therapy-related keywords, your ad can appear prominently, increasing the chances of attracting individuals actively seeking your services.

Identifying Keywords

The heart of Google Ads lies in selecting the right keywords. For therapists, it’s about pinpointing the terms potential clients might use when looking for therapy services.

  1. Keyword Research: Conduct thorough keyword research to identify relevant and highly searched keywords for your practice. Consider both general terms like “therapist near me” and specific ones like “couples counseling in [your city].”
  2. Negative Keywords: Equally important is identifying negative keywords. These are terms you want to exclude to ensure your ads don’t appear for unrelated searches.

Designing Targeted Ad Campaigns

Crafting effective Google Ads campaigns is an art that combines creativity and strategy:

  1. Compelling Ad Copy: Write concise, engaging ad copy that clearly communicates your therapy services’ value. Highlight your specialties, approach, and what sets you apart.
  2. Ad Extensions: Use ad extensions to provide information such as location details, call buttons, and links to specific pages on your website.
  3. Landing Pages: Ensure that the page users land on after clicking your ad (the landing page) is relevant and encourages them to take action, such as scheduling an appointment or contacting you.

Advertising on Psychology Today

Psychology Today stands out as a go-to platform for both mental health professionals and individuals seeking therapy. With its extensive reach and reputation for connecting clients with qualified therapists, advertising on Psychology Today can be a game-changer for your practice.

Developing a Professional Profile

Optimizing your Psychology Today profile is crucial, especially for therapists targeting premium-fee clients who seek therapy due to specific life circumstances. To effectively cater to this niche, follow these steps:

  • Professional Photo: Use a high-quality, professional photo that captures your personality and approachability.
  • Detailed Bio: Craft a comprehensive bio that highlights your qualifications, specialties, and the benefits of choosing your therapy services.
  • Approach and Style: Clearly communicate your therapy approach and style, so potential clients can assess if it aligns with their needs.
  • Contact Information: Ensure your contact details are accurate and up-to-date, making it easy for individuals to reach out.
  • Appointment Requests: Set up a system to manage appointment requests effectively, responding promptly to potential clients.

It’s Your Time to Shine

Your online tools – website, social media, advertising, and Psychology Today profile – are vital for expanding your practice and making a positive impact. Stay consistent in delivering value to your audience, adapt to changing digital trends, and maintain an interconnected approach. Always prioritize ethical considerations to protect the client’s well-being.

Look! If you weren’t born with a silver spoon dangling from your lips, don’t fret. If you’re reading this article right now, you’re the kind of therapist who is ready to take life by the horns and create your own goddamn spoon. The journey of marketing your therapy practice in the digital age may have its challenges, but with the right strategies, consistency, and a touch of creativity, you can build a thriving practice that empowers both you and the clients you serve.

The world is waiting to connect with your unique approach to therapy. It’s time to shine.


Submit a Comment

Your email address will not be published. Required fields are marked *

About the Author

Hey, I’m Tiffany McLain, LMFT, and I teach you how to charge good money for the good work you do.  I’m the founder of Lean In. MAKE BANK. Academy, a group program that empowers therapists and social workers like you to reimagine your relationship with money, offering the tools and community support to not just earn more but to fundamentally change your life and the lives of those you serve.

Get Access to Our Free Fees Calculator

& confidently set your private practice fees the right way!

Browse Related Posts

Therapist with a Garden Hoe or a Netflix Show?

After over 7 years of working with therapists in private practice around fee setting strategies, I’ve observed that there are two types of private practice therapists: Therapists with a Garden Hoe & Therapists with a Netflix Show. It’s vital that you understand...

Breaking Free: Why Therapists Don’t Have to Accept Insurance

Many therapists believe that they're obligated to accept insurance as if it's an unwritten rule etched in stone. It's a myth that has circulated within the therapy world for years, casting a shadow of uncertainty over both therapists and potential clients. But let's...

Learn how to charge premium fees while increasing the quality of care for your clients

Because therapists with more money have more capacity to make change