If you're wondering how to get more clients as a therapist, you are not alone. As health professionals, many therapists struggle with how to get more clients in private practice while maintaining authenticity and professionalism. After all, your expertise is helping others and not necessarily in marketing strategy. Fortunately, there are simple yet effective ways to attract clients and grow a thriving practice without feeling like you’re in a sales role.
In this guide, we’ll explore practical strategies for how therapists can market their practice confidently and with integrity.
Why Your Therapy Practice Needs a Solid Marketing Plan
Like with any business, you can't attract clients unless they know you exist and more importantly, how you can help them. Developing a marketing strategy gives you a roadmap to help you grow your business and by applying it, you can soon get to grips with the best strategies to get more therapy clients in a way that works for you.
As health professionals, start your plan by first thinking about your ideal client. Who do you serve best? What challenges do they face? What solutions do you provide? By refining your focus, you position yourself as a specialist, making it easier for potential clients to connect with you.
One of the most powerful marketing tips for therapists to get clients is to use clear, client-centered language that speaks directly to their needs. Instead of saying, I provide therapy for anxiety, say, If you’re struggling with constant worry and sleepless nights, I can help you regain peace of mind. This subtle change creates an immediate connection and offers a clear path to transformation. This is called the “What's in it for me?” or WIIFM - a marketing tactic that can persuade a potential client into becoming a regular client if you can answer the question positively. Keep this in mind as we explore tips to attract therapy clients online below.
Creating a Strong Personal Brand as a Therapist
Knowing what makes your therapeutic approach unique is essential to understanding how to get therapy clients. Reflect on the aspects that set your practice apart:
Are you highly skilled in treating anxiety disorders?
Do you specialise in couples therapy, children and adolescents, or trauma counseling?
What transformation do your clients typically experience?
By defining your specialty and ideal client, you can shape a targeted marketing strategy that resonates with the right audience.
How to Stand Out in a Competitive Therapy Market
Build a Search-Friendly Website
According to the British Association for Counselling and Psychotherapy (BACP) BACP Mindometer report 2021, a significant portion of therapy clients in the UK search for therapists online since the COVID-19 pandemic. That's why an optimised website is important - it serves as your digital front door and is often the first impression a potential client has of your practice. Ideally, your website should reflect the warmth and professionalism of your practice. Ensure your site includes:
A welcoming professional photo
Clear descriptions of your services and specialties
Optimise your content to make it searchable on Google with SEO or Search Engine Optimisation
Client testimonials (within ethical guidelines)
Easy-to-find contact information and booking options
Blog posts addressing common client concerns
Leverage Online Directories
List your practice on credible healthcare or therapy directories. These platforms attract people already looking for therapy services and can help potential clients discover your services more easily.
Set Up a Google Business Profile
A well-maintained Google Business Profile boosts your visibility in local searches. Ensure it’s complete with accurate business details, high-quality photos, and positive (ethical) client reviews.
Engage on Social Media
Social media provides numerous opportunities to help you answer how to get more therapy clients. You don't need to be on every platform, constantly. Choose platforms you are familiar with and build from there. As a private practice owner, you might be uncertain about what to do or say on social media once you've set up your pages and profiles. Keep it simple to start and focus on sharing valuable content that resonates with your audience. For example:
Informative posts about mental health concerns
Self-care tips specific to your specialty
Updates on your practice hours and services
Client testimonials (with consent)
Educational videos or short posts about therapy concepts
Remember that social media is a two-way conversation and engagement is key to building an online presence. Respond to comments and messages to build a sense of trust and community. Most importantly, always adhere to privacy and ethical guidelines when interacting with potential clients online.
Networking and Referrals: A Therapist’s Best Friend
How to find new clients as a therapist can be as easy as connecting with professionals in related fields. Establishing mutually beneficial relationships can significantly expand your vlient base. Here are some ideas of colleagues and professionals to network with:
Primary care physicians and psychiatrists
Other therapists with complementary specialties
Wellness professionals such as nutritionists and life coaches
Community organisations and support groups
A strong professional network increases referrals and reinforces your credibility but don't forget that satisfied clients are also a great way to get referrals.
The Power of Client Testimonials and Reviews
You might be wondering how to find new clients as a therapist through client testimonials and reviews. Word of mouth marketing is often considered the most powerful way to grow your business. People are inundated with options in the digital world we live in, and when making a choice they are more inclined to trust recommendations from strangers in online communities then their own research. You can leverage this by encouraging testimonials and reviews from your clients.
If you're uncomfortable asking clients for testimonials directly, find other subtle ways to encourage reviews. Put a friendly sign in your offices, have a note at the bottom of your practice stationery or include links to your online platforms to promote testimonials and reviews from satisfied clients.
Why Consistency Is Key to Building Client Trust
Every interaction with a client counts. Decide on the standard of service or client experience you want your clients to have and provide that experience consistently. If you have staff, train them on how to deal with clients effectively. If you are on social media, post and interact consistently to build trust with potential and existing clients. Other practical ways to maintain consistency and build trust include:
Create a Welcoming Environment
From the first interaction to ongoing sessions, ensure clients feel comfortable and supported. Your therapy space, whether in-person or virtual, should be warm, professional, and calming. Simple touches like soothing decor, comfortable seating, and effective communication can make a positive impact.
Implement Client Feedback
Actively seeking and applying feedback elevates your practice. Invite clients to share their experiences through surveys or informal check-ins. Be open to constructive suggestions because small improvements can significantly boost client satisfaction and retention (and referrals).
How to Offer Free Resources to Attract Potential Clients
Offering free resources that are of value can attract new clients to your practice. While you never want to give direct advice to an individual online or outside of a therapy session, there are other ways to add value with free resources.
Host Workshops and Community Events
Hosting free or low-cost mental health workshops can position you as a thought leader in your community. Whether online or in-person, workshops can demonstrate your expertise and be a solid strategy for how to get more therapy clients.
You can also partner with local charities to raise funds for causes that are close to your heart or align with your therapy style or specialty. If you work with abused women, you could co-host a fundraiser or awareness program around Gender Based Violence (GBV), for example.
You can also share useful ebooks, guides, or articles that you've authored or from other credible sources on your social media platforms. These can go a long way in adding value to potential clients and help you stand out from your competition.
Budgeting for Marketing
Many therapists hesitate to invest in marketing their private practice, but setting aside a small budget can help attract more ideal clients effectively. Allocating 5–10% of your annual revenue to marketing efforts, such as building a website, creating content or online advertising, can significantly enhance the visibility of your private practice.
Final Thoughts
Marketing your therapy practice isn’t about selling—it’s about creating meaningful connections and making your services accessible to those who need them. Your marketing should align with your professional values. Avoid high-pressure tactics and unrealistic promises. Instead, focus on:
Sharing genuine client success stories (with permission)
Being transparent about your approach and expectations
Using language that reflects your authentic therapeutic style
Building trust rather than just generating leads
By implementing these tips into a marketing strategy that's authentic to you, you can answer the all-important question: how to get more clients as a therapist and grow your practice into a successful, thriving business that's both fulfilling and of service to those who need it most.