May is Mental Health Awareness Month in the United States, and every year it nudges people who've been putting off getting help. They hear a friend talk about therapy, see a post, or finally admit that the last few months have been hard. Then they search, quietly, often late at night. If you want to get more therapy clients, the work is making sure that person finds your practice and feels safe enough to reach out, without ever risking the privacy of the clients you already have.
This is marketing guidance for counselors, therapists and psychologists. It isn't legal or ethics advice. Your licensing board, your professional code and privacy law set the rules, so check with them, or with an attorney who works with health professionals, when you're unsure.
What a nervous first-time client needs to see
Someone looking for a therapist for the first time is usually anxious, tired and unsure what to ask. Your profile should answer their questions before they have to.
- Who you help. Adults, teens, children, couples, families?
- What you help with. Anxiety, depression, grief, trauma, relationship stress, life changes, ADHD?
- How you work. A sentence on your approach, in everyday words.
- Where and how. Your city, whether you see people in person, by telehealth or both, and which states you're licensed to see clients in.
- Cost. Which insurance you take, whether you provide paperwork for out-of-network benefits, and whether you offer a sliding scale.
- Availability. Are you taking new clients? Is there a waitlist?
That last point matters more than most therapists realize. A short "Currently accepting new adult clients for evening appointments" line can be the difference between a call and a closed tab.
Two examples listed on Listings Junkie
Unfold Psychology San Francisco packs a lot into one line: evidence-based therapy and assessments for individuals, couples and families, with in-office and virtual care. Dulles Psychological Services in Sterling, Virginia, names who it sees, from children and adolescents to adults, couples and families. Neither is long. Both answer the basic questions.
Lead with the problem, then the credentials
Most people don't search for "cognitive behavioral therapy." They search for "therapist for anxiety near me" or "grief counselor." Use those words in your headline and description. Our guide to local keywords and how customers search has a simple method for finding the phrases people actually use.
Credentials still matter, but put them in context:
- Your license type, such as LPC, LMFT, LCSW or licensed psychologist
- The state or states where you're licensed
- Any specialized training that matches the problems you list
A short line explaining what your license means helps people who don't know the alphabet soup.
Privacy rules for private practice marketing
This is where therapy is different from almost every other local business. The usual advice, "show off happy customers," mostly doesn't apply.
Don't ask current clients for testimonials
Many professional ethics codes for mental health professionals discourage or prohibit soliciting testimonials from current clients, because of the power difference in the relationship. Check your own code and board rules before asking anyone, current or former, for a review.
Never confirm someone is a client
When someone leaves a review, a reply that mentions their sessions, their diagnosis, or even that they were a client can create privacy and ethics problems. Keep replies general.
A safe pattern: "Thank you for taking the time to share this. Our practice is committed to a supportive, respectful experience for everyone who contacts us. If you'd like to talk, please call our office."
That same reply works for a glowing review or a harsh one.
Keep photos client-free
Use photos of your office, your waiting area, the outside of the building and yourself. Never a client, even blurred. A real photo of a calm, welcoming room does more than stock images of people hugging.
Make the first contact feel easy
Reaching out is the hardest step for a lot of people. Remove every bit of friction you can.
- Say what happens next. "Fill out the short form and I'll call you within one business day for a free 15-minute consultation" tells people exactly what to expect.
- Offer more than one way in. Phone, a simple contact form and, if you use one, an online booking tool.
- Respond quickly. If you can't take someone on, refer them to a colleague. That kindness gets remembered and talked about.
- Add a crisis note. Make clear your practice isn't an emergency service, and that anyone in crisis can call or text 988, the Suicide and Crisis Lifeline, or call 911.
How to get more therapy clients during Mental Health Awareness Month
May is a good time for a few small, steady steps.
Refresh your profiles.
Update your specialties, insurance, telehealth status and whether you're taking new clients everywhere you're listed.
Pick the right category.
On Listings Junkie, practices belong in counseling and therapy, and medical practices that also offer mental health care may fit health and medical. Our guide to choosing the right category for your listing helps you decide.
Write one helpful article.
Something like "What to expect at your first therapy appointment" answers a real question and gives people a feel for your voice.
Talk to referral sources.
Primary care offices, school counselors, pediatricians and family law attorneys often need names to pass along.
Give a free talk.
Libraries, community centers and workplaces often look for speakers in May.
If you want help writing a profile that sounds like you, our guide to writing a business description that wins customers walks through a simple structure.
Frequently asked questions
How do most people find a therapist?
Many search online for a therapist near them or for a specific concern, ask their doctor or a friend, or check which providers their insurance covers. A clear, complete profile helps in every case.
Should I list my fees on my therapy profile?
Sharing your fee or fee range, the insurance you take and whether you offer a sliding scale helps people decide quickly and reduces calls that aren't a fit.
Can therapists respond to online reviews?
Usually, but carefully. Keep replies general, never confirm that the person was a client, and follow your licensing board's guidance.
Does telehealth help a therapy practice grow?
It can widen the area you serve, but only within the states where you're licensed. Say clearly in your profile where you can see clients.
If you run a counseling or therapy practice, you can list your business free on Listings Junkie. No credit card is needed, listings are checked before they go live, and you can update your availability any time.
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