Secret #1: Shift Your Mindset; It’s Not Selling, It’s Serving

Let’s start with the biggest mental block therapists have about marketing: feeling like it’s salesy. But here’s the truth—marketing your therapy practice isn’t about convincing people to buy something they don’t need. It’s about making it easier for the people who do need your help to find you.

Think about it this way: If someone is struggling with anxiety, depression, or trauma, they want to find a therapist who understands them. Your job isn’t to “sell” them on therapy—it’s to be visible and approachable so they know help is available. Reframing marketing as an act of service rather than sales can help you feel more comfortable putting yourself out there.

How to Apply This Mindset Shift

Instead of thinking, “I have to promote myself,” think, “I want to make sure people know I’m here to help”
Rather than worrying about sounding pushy, focus on providing useful information that helps people understand how therapy can benefit them
Trust that the right clients will resonate with your message when you speak from a place of genuine care and passion for your work

Once you embrace this mindset shift, marketing becomes less about “selling” and more about letting people know you exist and can help them.

Secret #2: Use Your Website to Speak to Your Ideal Client

Your website is often the first impression potential clients have of you—so make it count! Instead of filling it with overly clinical language, write in a way that speaks directly to the person who needs your help. If it doesn’t sound like something you would actually say to a friend (who isn’t a therapist), then it’s either too clinical or too formal.

How to Make Your Website More Inviting

Instead of “I provide evidence-based treatment for mood disorders,” try “If anxiety is taking over your life, I can help you find relief.”
Answer the questions people actually have, like what to expect in a first session
Make booking an appointment as easy as possible with clear calls to action
Be sure to add pictures of yourself being a human, not just a headshot

A warm, approachable website makes clients feel comfortable reaching out.

Pro Tip: read your website text OUT LOUD. If it sounds clinical, formal, stuffy, impersonal, awkward, or just not like you - well, we have a great guide to help you create a website that will get people excited to work with you. Find it here.

Secret #3: Show Up as a Human, Not a “Therapist”

People want to work with a human being, a person. Let your personality shine through in your marketing so potential clients feel a sense of connection before they even meet you. If you’re nerdy, be nerdy. If you’re dorky, be dorky. If you’re serious…you get it.

Ways to Be More Relatable

Share relatable, professional-appropriate anecdotes on social media and/or your website
Post behind-the-scenes glimpses into your practice (without violating confidentiality)
Use a conversational tone in your emails, website, and marketing materials

When clients feel like they know you, they’ll be more comfortable reaching out for help.

Secret #4: Trust That the Right Clients Will Find You

Finally, let’s talk about trust. Marketing can feel overwhelming, but remember—you don’t need everyone to book an appointment. You just need the right people to find you.

How to Trust the Process

Stay consistent with your marketing efforts, even when you don’t see immediate results
Focus on serving rather than selling
Trust that when you show up authentically, the right clients will naturally be drawn to you

At the end of the day, you’re not here to “sell” therapy—you’re here to help people heal. When you approach marketing with that mindset, everything changes.

Create a profitable therapy private practice

We’ve made all of these mistakes ourselves, and we see new therapists fall into the same traps every day. But the good news? You don’t have to learn the hard way.

If you want a step-by-step plan to build a profitable, sustainable private practice without the guesswork, check out our Total Freedom Private Practice Roadmap. We give you the exact strategies, tools, and guidance to grow your business, set your rates, and attract the right clients—so you can work smarter, not harder.

👉 Join the Program Now and start building the practice you want!