Filling Your Caseload: 5 Marketing Strategies That Actually Work for Therapists

As a therapist in private practice, I know how overwhelming marketing can feel. When you’re juggling clinical work, admin, and life outside of work, it’s easy to push marketing to the back burner—especially when it feels mysterious or overly complex.

But the truth is, marketing doesn’t need to be flashy or perfect to be effective. Over the years, I’ve discovered a few underused (and surprisingly powerful) strategies that have helped me grow my own practice—and they can help you too.

Here are five approaches that are often overlooked by therapists, but worth your time and energy.

If you want help with anything I am talking about today, you can book a free 10 minute consult with me here:

1. Meta Ads (Facebook + Instagram)

Let’s start with something that tends to make therapists nervous: paid ads.

Meta Ads (what we used to call Facebook and Instagram ads) aren’t just for influencers or big brands. When used strategically, they can help expand your reach—especially to people who might not have found you through word of mouth alone.

Now, let me be clear: Meta Ads aren’t usually the best tool for immediate conversions (Google tends to win in that department). But they’re significantly cheaper and still incredibly effective, especially when you’re trying to build awareness around your brand or niche. Most therapists skip this altogether, but if you’re intentional with your targeting and messaging, it’s a hidden gem. In the long run, you will see your practice grow as a result of Meta Ads.

2. Pipeline Management + Following Up Quickly

This might not sound flashy, but it’s one of the most powerful tools in my entire practice.

Having a system in place to manage your client inquiries—a “pipeline”—is a game changer. It helps you stay organized, follow up quickly, and make sure no one slips through the cracks. I can’t tell you how many times I’ve seen therapists lose potential clients simply because they didn’t follow up fast enough.

Even if you don’t have a huge influx of inquiries right now, build this muscle early. Over time, that consistency will pay off in the form of more conversions and stronger relationships.

If you don’t respond to an inquiry quickly, they are on to the next therapist.

3. Google My Business + Regular Posting

This is low hanging fruit in therapist marketing. Google My Business (GMB) is free, easy to set up, and makes your practice more discoverable in local search results. But setting it up once and forgetting about it isn’t enough. What makes GMB especially powerful is ongoing engagement—posting updates/sharing blog links, etc. It signals to Google (and to prospective clients) that you’re active, professional, and ready to help. It takes just a few minutes a week, but can make a big difference in visibility.

4. Service Pages and Landing Pages (Yes, They are Different)

A common mistake I see on therapist websites: everything lives on the homepage.

That might seem simpler, but it actually creates confusion. Instead, you should have a dedicated page for each specialty or service you offer—whether it’s DBT, anxiety treatment, or couples therapy. These “service pages” help your clients (and search engines!) understand exactly what you do and how you can help.

Landing pages, on the other hand, are a bit different. They’re often tied to specific marketing campaigns—like Google Ads, Meta Ads, or even networking outreach—and are designed to convert. Think of them as focused, action-oriented pages with one clear message and goal.

Both types of pages are really powerful when done well.

5. Cold Outreach + ISO Follow-ups

I know… this one feels tedious. But stay with me.

Cold outreach—especially responding to ISO (in search of) posts in therapist groups, is free, and surprisingly effective over time.

It won’t yield immediate results, but if you block out a little time each week for this, it builds serious momentum. Combine it with a great landing page or follow-up system, and you’ll start to see a noticeable difference in client inquiries and brand awareness.

Final Thoughts

If you’re building a private practice and want it to grow steadily and sustainably, you don’t need to reinvent the wheel. You just need to consistently apply strategies that work—even if they’re not flashy or popular.

These five tools have made a real difference in my journey, and I hope they do the same for you.