Private Practice Marketing Strategies (That Actually Feel Good)
Marketing your private practice doesn’t have to feel pushy, salesy, or overwhelming. If you've ever worried about promoting yourself in a way that feels inauthentic, you're not alone. Most therapists struggle because they don’t want to come across as self-promotional or gimmicky.
The good news? You don’t have to! In this guide, I’ll walk you through effective ways to attract therapy clients—without relying on awkward self-promotion or social media strategies that don’t align with your values.
What You’ll Learn in This Post
✔️ How to reach great-fit therapy clients without paid ads or social media
✔️ Ethical marketing strategies that don’t feel pushy
✔️ The #1 mistake therapists make when promoting their practice 😬
Why Traditional Marketing Feels “Gross” to Many Therapists
You got into this field to help people, and “selling” just feels totally out of alignment with that. But–you can’t help anyone if they don’t know a) you exist and b) how you help!
So let’s start with a little reframe (we love a good reframe, right?). Marketing is all about connection with the people who need you, not about selling. Instead of thinking, How do I sell my services?, ask yourself:
How can I help potential clients feel safe reaching out?
How can I share what I do in a way that let’s people know they are in the right place?
How can I make it easy for people who need me to find me?
We’ve got the mindset sorted. Let’s dive into the strategy!
The Best Ways to Market Your Private Practice (Without Feeling Salesy)
1. Build a Strong Referral Network
I know, I know. You might feel like you know this one already, but hear me out! Referrals are one of the most trusted ways clients find a therapist. Before you get overwhelmed, know that you don’t have to reach out to everyone in your town. The key? Build relationships with professionals who already work with your ideal clients.
Here are some concrete tips:
Connect with Therapists in Your Niche Who Are Already Full. If a therapist with a similar focus has a waitlist, connect with them for coffee! They may be happy to refer clients to you.
Connect with Therapists Who Have a Niche Adjacent to Yours. For example, if you specialize in helping women through divorce, build relationships with couple’s therapists who may need a trusted referral for individual support.
Introduce Yourself to Adjacent Non-Therapist Providers & Organizations. Consider reaching out to acupuncturists, chiropractors, health clinics, local chaplains and/or churches, schools, universities, and other community organizations where your ideal client might go.
Keep Track of Who Sends You Referrals and Stay Connected. If certain providers consistently refer ideal clients to you, nurture those relationships. A simple thank-you email, occasional check-in, or offering to return the favor can go a long way.
Networking doesn’t have to feel forced—simply reaching out to introduce yourself and your work is all you need to do. Think of it as providing a resource to your community! The providers you reach out to will likely be thankful to know about you (and may have been looking for someone just like you!).
And remember: this is like planting seeds–it takes time, but it’s worth it! 🌱
2. Optimize Your Website for SEO (aka Get Found by Search Engines Like Google)
If you want to grow your practice the #1 thing you need is a website. And I’m not just saying that because I design websites for therapists!
First off, even if you have a strong word-of-mouth game, clients will look you up online and if they don’t find you they are much less likely to reach out.
Second, when you have a website, and you optimize it for SEO clients come to you versus you having to go out and find them. I cannot think of anything more worthwhile than that.
Not convinced? Check out my article Why Every Private Practice Therapist Should Understand SEO (Even Just a Little).
A Few Simple SEO Steps to Help You Get Found:
Make sure your website has your location + specialty in key places (e.g., “Anxiety Therapy in Denver, CO”)
Use clear, conversational language in your website copy
Make it simple for people to get started with clear contact info or a way to self-book a consultation
👉 Don’t have a website yet? Make it simple with my Website Templates for Therapists
👉 Want help with your SEO? Check out my SEO for Therapists Course
3. Be Choosy About Your Directory Listings (Alternatives to Psychology Today)
To be frank, Psychology Today is the behemoth that dominates the market–but, it’s really saturated and it can be hard to stand out there. Plus, I think many visitors have a hard time differentiating one profile from another so you end up getting a lot of inquiries that aren’t a good fit.
If Psychology Today is working for you, great. If not, here are some alternatives:
ZenCare This is a high-quality woman-founded directory with a really robust listing, and very good SEO on it’s own. AND it includes an onsite photo and video shoot! You can use the photos and videos anywhere you like (not just on your listing). The value of this far exceeds the price, IMO.
TherapyDen is free! And it gives the visitor freedom to choose from a thorough and diverse list of specialties and provider demographics so they can really filter and find someone that’s a great fit for what they need.
Therapy for Black Girls Driven by a mission to reduce stigma and make mental health more accessible for Black women. This is an esteemed directory, as well as amazing resource with podcasts, articles, and more.
Inclusive Therapists This is “a social justice and liberation-oriented mental health directory, community, and resource hub” and if this matters to you, and to your clients it might be a great idea to get a listing here.
4. “Non-Networking” Networking Strategies
Here are bunch of things you may already be doing (yay, no extra work!) that can actually help grow your practice:
Seeing your own clients and doing a good job with them (seriously, so many of my referrals have been from my clients).
Telling family and friends about your private practice (again, this surprisingly can lead to referrals or other connections).
Going to training events on topics you are interested in. You will meet therapists with similar interests, and you can tell them about your practice (and hear about theirs).
Making referrals to other therapists. It sounds weird but it’s a great way of making a connection with another therapist getting your name out there on people’s minds.
Getting together with other therapists you know and like and talk about your practices. Make a lunch, coffee, or wine date. Most therapists in private practice are busy, but also fairly isolated and welcome the chance to actually socialize.
Doing peer supervision. People develop trust in these groups and a get greater sense of you and your work, and it will lead to referrals.
5. Community Action
Getting involved in community means you’re out there meeting people and being a good human. Will it get you 10 new referrals tomorrow? No. But it will help people get to know who you are and what you’re about –and you get the primary benefit of making the world a better place. Here are a few ideas:
Volunteer at an organization, becoming part of a committee or help with an event.
Join a professional organization or board, and attend some of their events.
Join “listservs” for professional organizations and make and respond to posts.
Offer free workshops at libraries or community centers
Collaborate with local businesses (e.g., yoga studios, wellness clinics)
Write guest articles for local newspapers or blogs
6. Create Useful Content
Blogging, podcasting or creating resources (like worksheets, journal prompts, PDF, e-books, audio guides, etc.), isn’t just good for SEO—it also helps potential clients get to know you before they reach out.
How do you do this without feeling salesy, artificial? Create content that is useful, helpful, and relevant to your ideal client.
I have a huge guide all about Mental Health Blogging for Therapists that can help you generate tons of content ideas that align with you and your ideal client (so it doesn’t make you feel gross and it’s not just another drop in the overwhelming sea of content out there 🫠).
The #1 Marketing Mistake Therapists Make
🥁 Drum roll please…
Trying to do too much at once!
The only result you’ll get from trying to do “everything, everywhere, all at once” is burnout. If you’re reading this, you might have been down this road already!
You don’t need to be on every platform, write weekly blog posts, and network with 50 providers overnight. Instead, choose one or two marketing strategies that feel sustainable (maybe that you actually even enjoy!) and stick with them consistently for a while.
Your Ethical Marketing Action Plan
Pick just one or two strategies to focus on this month:
✔️ Optimize your website for SEO. Update your homepage, service pages, or blog with clear keywords (e.g., “Anxiety Therapy in Denver, CO”).
✔️ Update or create a directory profile.
✔️ Strengthen referral relationships. Reach out to 2-3 local providers (therapists in adjacent niches, wellness professionals, or community organizations) to introduce yourself.
✔️ Engage in “non-networking” networking. Connect with a peer for a coffee chat, participate in a professional listserv, or attend a training in your specialty.
✔️ Get involved in your community. Look into local volunteer opportunities, professional boards, or collaborations with organizations that align with your work.
✔️ Create a free resource – Whether it’s a blog post, PDF, a journal prompt, or a quick guide, offering something useful can be a great way to build trust with potential clients and helps them feel understood and supported before they even reach out.
