Starting your own therapy practice is a major milestone—but attracting clients doesn’t happen automatically. Whether you're just launching or looking to build momentum, effective marketing is key to growing your practice and reaching the people who need your support.

If you’re wondering where to start, here are 5 essential steps every therapist should take to begin marketing their private practice:

1. Define Your Niche and Ideal Client

Before you promote your services, it’s important to get clear on who you help and how. Marketing without a focus often leads to vague messaging that doesn’t resonate with anyone. Ask yourself:

• What types of clients do I love working with?

• What struggles or life transitions do I help people navigate?

• What outcomes can clients expect from working with me?

For example, “I help anxious young professionals find calm and confidence” is a lot more compelling than just “I offer therapy for anxiety.”

When you know your ideal client, everything from your website copy to your Instagram posts becomes more focused and effective.

2. Claim and Optimize Your Google Business Profile

If there’s one free tool that can dramatically boost your visibility online, it’s Google Business Profile (formerly Google My Business). This is what allows your practice to show up in local search results and on Google Maps.

Here’s what to do:

• Claim or create your profile at google.com/business

• Add your business name, phone number, address (or service area), website, and hours

• Upload a professional headshot and photos of your office (if applicable)

• Ask a few past clients or colleagues for reviews (if ethically and legally appropriate)

When people in your area search “therapist near me” or “couples counseling [your city],” having an active profile helps you get found.

3. Create a Simple, Professional Website

Your website is often your first impression—make it count. You don’t need a complex site, but it should look clean, feel warm, and include:

• A compelling homepage that speaks to your ideal client

• A bio/about page that shares your story and approach

• A services page that outlines what you offer

• A contact page with an easy way to reach you

• A clear call to action, like “Book a Free Consultation”

Bonus points if your website is optimized for SEO so you can show up in search results (but more on that later!).

4. Establish a Presence on One or Two Social Platforms

You don’t need to be everywhere—but having a consistent presence on one or two platforms (like Instagram or LinkedIn) can help you connect with your audience and build trust.

Use social media to:

• Share quick mental health tips or coping strategies

• Educate followers on the benefits of therapy

• Show a bit of your personality (so people feel like they know you)

• Point people back to your website or booking page

The goal is to build familiarity so when someone is ready to reach out, they think of you.

5. Set Up a Basic SEO Strategy

SEO (Search Engine Optimization) might sound intimidating, but even a few simple actions can help you show up in search results:

• Use relevant keywords in your website copy (e.g., “anxiety therapy in Austin, TX”)

• Make sure your site loads fast and looks good on mobile

• Write occasional blog posts answering common client questions

• Link to your website from your Psychology Today profile and social media

SEO is how you attract organic traffic—people who are already looking for help and find you through Google. Over time, it’s one of the most powerful marketing tools for therapists.

Marketing doesn’t have to feel overwhelming. If you focus on these five steps—defining your niche, claiming your Google Business Profile, building a simple website, showing up on social media, and starting basic SEO—you’ll be well on your way to building a thriving private practice.

Need help getting started? At Therapist Marketing Services, we specialize in helping therapists attract their ideal clients through SEO, websites, and strategic marketing plans. Contact us for a free consult.