Marketing a Private Therapy or Counseling Practice

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So you’re a clinician. You’ve got the tools, the skills, and the intelligence to benefit those in need around you, and you’re ready to start your own private practice. Maybe you already have one. However, your client retention and clientele is lacking.

You’re a clinician, and awesome at helping humans, but not a promoter or an advertiser. You open your schedule on your lunch and see maybe one or two appointments a day, but the office across from you is jam-packed with individuals going in and out. What is he doing differently? How does he acquire new clientele?

The answer is marketing. Sure, you can hire someone to do it, you can even let us do all the work for you – however, there are some simple methods you can use yourself to boost your business.

So, how do you get noticed? How do you acquire new leads, clients, and results?

Marketing is a crucial part of any private practice.

As a clinician, you provide an important service to those who need certain therapies’ and tools. Whether you are specially trained or not, you are a catalyst for those suffering from hardship and calamity to serenity and peace.

In addition, private practices can be thriving businesses. A successful practice is a win on all parts. For one, a well run private practice can produce great revenue which will improve your quality of life Also a well-oiled practice can be of great value to someone who is in pain. It is always a victory when an entrepreneur can make money and help people at the same time. That’s the way it should be.

However, we have seen over and over again when people make an investment in their practice, is that they don’t know how to build their audience, build their clientele, therefore losing their investment plus more.

The purpose of this guide will be to educate, clarify and teach a current, or even a future private practice owner the exact marketing strategies they should use. With the right marketing, owning your own private practice can be a great way to make a flexible and suitable life, as well as the betterment of the lives of your residents. Learning about marketing your private practice and actually doing it are two very different things. Unfortunately, the downfall we see of local private practices is that they are unaware of how to properly market themselves. Find one of these strategies that you like and feel free to build on it.

Let’s get started!

Online Marketing Strategies to Grow Your Private Practice

Most everything is based on the internet, so that is going to be the best way to grow your practice. Unlike addiction treatment marketing, there is a low cost of entry to start seeing some results with online marketing for a private. If you are just starting your practice, you can use these strategies right away.

Before you know it, you will be seeing results in the form of phone calls, leads and new clients.

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Let’s chat about how you can get the more admissions through digital marketing. No pressure. No sales gimmicks.

Step 1 – Build a Website

Surprisingly, many clinicians don’t spend the time to build an adequate website. Designing and developing a website should always be your first step. Your website is your representation of the world. Almost every single person who works with you will look at your website at least once.

You must remember that you are your own brand. Building your website can help you build your voice in a new way, and helps you be able to see your work in action. Think of yourself as a product, because the services you provide are. The website is the best investment you can make. It will open up new doors in many different ways. With a website, you now have the option to bring in clients through search engine optimization. You have a much better digital brand when people find you through direct search or when people Google your business directly.

There are some basic pages and pieces of information that we suggest every halfway house lists on their website.

An “About Me” page

This is a great opportunity to tell your story, what credentials you have and what your specialties are. What can someone expect when they see you for a session? Taking time for someone to see a clinician is a personal and emotional endeavor, so why do you do what you do?. Why should people spend their hard-earned money on your services? Build a connection. This means a lot.

Pictures of your office

What does your office look like? In today’s world, we are matter-of-fact consumers. Buyers want to see everything they are getting into before they make the purchase. What do your offices look like? Where will they sit? Is it a neutral setting? Is it calm and relaxing? This is crucial.


What type of services are you providing? Your clients who are shopping around will want to make sure they are getting the best care possible. Do you specialize in DBT Therapy? CBT Therapy? EMDR? How much is a session? Is there a cancellation fee? Include details on this page in a clear and precise manner.

“Contact Me” page

This is the most important page! How will your potential clients get in contact with you if they want to schedule an initial consultation or session? How will they reach out to you if they have questions? Be sure to include your phone number, office address, and email.

Your website is your home base. Now, we need traffic. We need your audience. You will need to expand where your website goes with links, directories, and advertising.

Once you have developed your new website, you are ready to get started on some real digital marketing tactics. Now, let’s take a look at some of the best and most effective online strategies for marketing your private practice.

Step 2 – Build Your Local Search Campaign

Most of the time your business will be drawn from the local community. This means to effectively market your practice, you will need to get in front of people that have close proximity.

There are two ways to market your private practice to the local search market

Let’s briefly go through them.

Google Business Page

Each private practice should have a Google My Business listing. This is the first step for any local business. A Google business page will give you the opportunity to be found in local map searches and will also be a place where you can collect great customer reviews – ultimately building your brand. Google relies directly on this directory to ultimately decide which listings to promote when an individual searches for a local business. Let’s take someone searching for family therapists in Boca Raton, FL. Google will pull this information from it’s local directory to determine which therapists to display first.

Also listing with Google Business can improve your chances of making into Google’s local snack-pack. Google’s snack-pack is a list of three businesses that display above the regular search results. Here is an example

Additionally, listing your business with Google will allow clients to review you. Google reviews are vital. You can pick up clients just by having a couple of great reviews. Be sure to provide the best care and services possible and do everything you can to make your clients happy.

Local Organic Search

Marketing your private practice within the online search engines is also a great opportunity to build your base. Let’s imagine that someone goes to Google and searches for “halfway houses in Philadelphia.” The top search results for that query will provide a great deal of traffic and clients for that therapist. Good search marketing can completely change your business.

By using a tactical approach to Search Engine Optimization you can be able to generate web traffic, locally brand yourself as a top specialist, and gain public trust. If done right, and under the right circumstances, being #1 for a specific search term can keep your business booming at all times.

Search engines are just trying to serve up the best content to those that are searching. And you, in turn, are trying to serve humans. Serving humans is something that you, are a

Step 3 – Build Your SEO and Local Organic Search

Local SEO will always be the low hanging fruit. Even though the internet seems very crowded with information and businesses, most local businesses still don’t capitalize on the free resources put out to them. You can easily become the leader in your local community by paying attention to local search marketing. Here are some reasons why you should do so.

Get Found

Technical mistakes can make you invisible, and bad user experience can turn away clients and un-optimized content will not make you visible. SEO can make sure you are indexed and found.

Get The Most Value Out Of Search Queries

When SEO is done correctly, there is potential for a big return on your investment.

Be Competitive

Whether your practice is full or you’re just starting, practices that do SEO have an advantage over their competitors with content that will be more readily found than their non-SEO competitors. <

Drive Traffic To Your Site

When your SEO is accurate, your rank in the search query starts to rise. When your visitors like what they see, it may help your website obtain traffic over time, and in turn, lead you to gain more business.

Local Business Directories

When running any kind of local business, you will need to get involved with local directories. Like we mentioned earlier, most people these days go straight to the internet to find services or phone numbers. The obvious choices for these services are websites such as Yelp, Yellow Pages, or even the Yahoo Business directory.

But, many times, there are other local directories and local websites to get listed on as well. Many smaller cities have a “Chamber of Commerce” that you can list your practice on. Other cities have local news sites with business directories.

Many times, these websites have a strong local following as well as trust built within the community. If you can reach out to your local paper and get in their business directory, it could be a huge source of referrals for you.


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Step 4 – Digital Advertising and PPC Services

PPC (pay-per-click) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than earning them organically. There have been plenty of changes to PPC within the treatment industry. These changes have not (at least not yet) effected the private practice marketing landscape. If you are starting a private practice, you can still perform effective marketing and lead generation through PPC.

Let’s be candid here. If you don’t know what you’re doing, you could potentially lose a lot of money advertising on PPC. There are very specific tactics that are important to follow. If you do not follow these tactics, you could be spending money and getting absolutely no return. Let’s look at some best practices when using pay-per-click to build your business.

Send Traffic To A Landing Page

A common mistake is to send all paid traffic to the homepage. This is usually the least effective way. You want to create landing pages whether that be articles, blogs, and catchy content that will have the highest likelihood of converting into a client.

Scale To Success

PPC is all about data, measurements, and adjustments. We start off slow, do some tests and adjust our campaign with real data that we have seen. We continue this process over and over again until we have to build a super successful PPC campaign.

Find The Perfect Position

Being the top bid doesn’t have to be the main goal. It’s about adjusting to make sure we get the best bang for our buck. Sometimes this means floating around position 2 or 3. Additionally, it could even mean going further down. Finding the sweet spot of our PPC advertising is what will get us the lowest cost per acquisition.

Step 5 – Social Media or Bust

If you’re not on social media, I think it’s safe to say you’ve been living under a rock. Some clinicians are hesitant to use social media, however, others have gotten great results from it. Sites like Facebook and Twitter can be a great traffic source for your private practice website. Unfortunately, the downfall is that some clinicians are using social media without a clear understanding of how it works to build their business and reputation.

Here is a simple way to boost your marketing through social media:


It’s all about the shares! The more people share your website on social media, the cooler Google will think you are and that makes your website more accessible.

The More You Meet

The more people you meet on social media and build relationships with, by meeting either via phone or the real world – the bigger your reputation and referral base is.

Step 6 – Business Relations and Referrals

As is the case with most businesses, building relationships and networking with other industry professionals is vital in this process.

With the right referral relationship, you can build a steady flow of new clients. Again, this can be a mutually beneficial relationship to you and your network.

The most common example is to work directly with treatment centers, outpatient facilities, and probation officers. If you take certain insurance that you want more referrals of, look for other providers who take that insurance as well.

Treatment center marketing is a specific skill set that is separate from private practice. Once a client graduates from a treatment center, ideally, that client will most likely see a private clinician so that they can transition into the realities of life while still being able to focus on their recovery.

If you can build a reputation for being a great, easygoing clinician, there is no reason why a treatment center wouldn’t refer their clients to you. You will be doing the treatment center service by continuing to care for their clients. You will be helping the client by providing a great service for them and you will be helping yourself by growing your brand and your businesses.

As we have already touched on a few times, these mutually beneficial relationships are make-or-break for the success of your business.

Step 7 – Getting Started

Many times, the hardest part is getting started.

Do you dream of opening your own practice? If this is the case, you need to be sure you take the appropriate steps to ensure you get there successfully.

Do you have the right office setting? It is in a central part of town so that your clients can commute and find easily? Does your state require any type of license? What are the rental agreements of your office? These are all important questions to ask yourself before you embark on such an important job. Let our consulting services guide you on your path.

Remember, opening a private practice can be a profitable and rewarding business. However, you must never lose sight of the hard work and the clients you are trying to help. It is a different business than, say, selling a commodity or a product that you have no emotional connection with. But what am I saying, you know that – that’s why you’re in this field after all!

The better you treat your clients and the more services you provide, the better your business will be.

If you don’t want to do the hard work, here at Stodzy Marketing, we have experts in the private practice industry that can do all the complicated and hard work for you – and we’ll leave you to do all the therapy.

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