Marketing Your Private Pay Therapy Practice in 2025 and Beyond

Written By Simplified SEO Consulting

Your guide to creating a plan to market your therapy practice. 

A few years ago, marketing a therapy practice felt a lot simpler. You could put up a polished website, do a bit of networking, and soon enough, clients would start finding you online. During the height of COVID-19, demand for therapy was so high that having a basic website often felt like enough to maintain a thriving practice.


These days, it’s not quite that easy.


While I still believe that having a great website—one that speaks to your ideal client and turns visitors into inquiries—is an essential foundation, it’s no longer the marketing gold mine it once was. The reality is that the marketing landscape has shifted, and therapists need to adapt.


The New Reality of Marketing Your Practice

There’s no one-size-fits-all strategy anymore. What works for one therapist may not work for another, and that’s okay. The key is to find the methods that align with your strengths and your practice’s unique needs.


That said, there are a few non-negotiables I believe every therapist should have in their marketing toolkit:


Well-Defined Niches

Having 3–5 niches is the sweet spot. These allow you to target a range of ideal clients while staying focused enough to build expertise and stand out online.

A Website Designed to Convert

Your website needs to be more than “pretty.” It needs to speak directly to your ideal client, communicate how you can help, and guide visitors to take the next step—whether that’s booking a consultation or reaching out.


Networking

Love it or hate it, networking is non-negotiable. Thankfully, there are so many ways to do it, from in-person meetups to online groups, so you can find what works best for you.


What’s Working for Me Right Now


Here are some of the marketing strategies I’ve been focusing on recently. These have been helping me keep my practice full with clients paying between $250 and $375 per hour, while also connecting with my ideal clients:


Facebook Group Posts

I post in local and state-based Facebook groups, sharing direct, research-informed posts about Brainspotting and Accelerated Resolution Therapy (ART). These posts clearly highlight outcomes and resonate with people looking for specific solutions.


Past Client Outreach

Sometimes, it’s as simple as reaching out. I’ve reconnected with past clients who had fallen off or tended to come and go. Many of them booked right away when I checked in.


Micro-Niches

My niches, like working with LEO (Law Enforcement Officer) spouses and entrepreneurs, help me rank highly on Google for those specific terms. Having well-defined micro-niches has been a game-changer for visibility and attracting the right clients.


PR and Media Features

I’ve been pitching myself to media outlets to get quoted and published. This not only builds credibility but also creates valuable backlinks to my website. You can check out my media mentions here.

Personal Facebook Sharing

I use my personal Facebook page to share updates about my work (while, of course, maintaining client confidentiality). This builds awareness among my network and keeps my work top of mind.


In-Person Networking

I attend and help organize local therapist networking events. While non-therapist networking groups aren’t currently accessible to me, this has still been a valuable way to connect with colleagues and build referral relationships.


Responding to “ISO” Posts

When colleagues post “In Search Of” requests on Facebook, I respond thoughtfully, tag others, and get tagged myself. This has led to referrals and strengthened my professional relationships.


Website Updates

I regularly update my website with new training, specialties, and modalities to ensure it reflects my current offerings.


Networking Contact Updates

I’m working through my contact list to share updates about my practice, including openings and new services. I also ask about their practice updates so I can send better referrals their way.


Confidence is key

I can’t stress this enough: speaking confidently about my skills has been one of the most powerful tools in my marketing. When I believe in the value I bring, others do too.

Something new I’m trying

Investing in search engine optimization (SEO)

I’ve recently started working with Chris from Moonraker on my SEO and implementing their cutting edge strategies for AI informed search engine optimization and blogging. So far we have seen clearly increased traffic to my website. This is the kind of thing that can take several months to really see working, so I will report back as things progress. 

Other Strategies To Explore 

Not every strategy is going to be the right fit for everyone, but here are a few others I’ve seen other therapists use successfully:

  • Podcasts: Hosting, guesting on, or starting a podcast to share your expertise.

  • Social Media Presence: Sharing relatable and informative content on platforms like Instagram, TikTok, or LinkedIn.

  • Paid Ads: Running targeted ads on Google or social media platforms like Facebook or Instagram.

  • Summits, Webinars, or Seminars: Participating in online events to network with other professionals and showcase your expertise.

  • Directories: Listing your services on platforms like Psychology Today, Mental Health Match, Open Path, ZenCare, or local directories.

  • Lead Magnets: Creating a free resource (like a guide or checklist) to attract potential clients.

  • Newsletters: Sending regular updates to your email list to stay top of mind.

  • Outreach Emails: Introducing yourself and your offerings to fellow therapists and other professionals.

  • Community Workshops: Offering free or low-cost workshops to connect with your local community.

  • Coffee Chats: Meeting with colleagues or potential referral partners for casual networking.

  • Casual Mention Marketing: Informing your doctor, dentist, friends, and family about your practice—subtle but effective.

  • Thank You Notes: Sending personalized thank-you notes to referrers or collaborators.

  • Bulletin Boards: Leaving business cards or flyers on local community boards.

  • Community Partnerships: Connecting with local organizations like churches, schools, salons, gyms, chambers of commerce, or clinics.

  • Allied Health Referrals: Building relationships with medical professionals like primary care doctors, chiropractors, physical therapists, and dietitians.

  • Cross-Promotions: Collaborating with complementary businesses, like wellness centers or yoga studios, to exchange referrals.

Now I don't recommend trying them all, and frankly there are some I don't generally recommend doing for most people. Social media, for example, can be wildly successful when done right, but it takes commitment, and you have to enjoy it. Start by eliminating the strategies you absolutely DON'T want to do. From there, choose the ones you want to experiment with and go forth. 

Marketing is no longer about doing one or two things and waiting for the results to roll in. It’s about finding the strategies that align with your strengths, staying consistent, refining them over time, and staying adaptable.

If you’re feeling stuck, start small. Choose one or two strategies to try, and track your progress. Remember, the key is not to do everything but to do a few things really well—and to do them with confidence.

Overcoming Marketing Fears and Doubts

Marketing your practice can feel overwhelming at first. It’s easy to get caught up in fears of being too “salesy,” or feeling like you don’t know enough to attract clients. I’ve been there—wondering if my message would resonate, or if I was doing enough to stand out.

The truth is marketing doesn’t have to be complicated or pushy. It’s simply about finding the right way to share what you do with the people who need it. Whether it’s through a Facebook post, a networking event, or updating your website, each step you take builds momentum.


If you need personalized coaching to overcome those marketing fears or a step-by-step guide to building your practice’s marketing plan, I’m here to support you. Together, we can develop a strategy that aligns with your values and resonates with your ideal clients.

Let’s turn your marketing fears into confidence and help you create a practice that truly reflects who you are. You don’t need to have it all figured out right now—let’s build it together!

About the Author

Audrey Schoen, LMFT, is a seasoned business consultant and financial boundaries expert who understands the challenges of being a therapist, practice owner, and parent of twins. With her extensive experience, she specializes in helping therapists enhance their marketing voice and directly connect with their ideal clients. Audrey equips therapists with actionable steps and empowering insights, ensuring they can confidently set fees and effectively serve their clients.

Partner with Audrey to take your practice to the next level!

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