How We Get Therapy Clients Without Relying on Psychology Today
When I first started out in private practice, I had a pretty simple understanding of how clients found a therapist. You get yourself listed on a few directories, someone emails you, you respond, maybe schedule a phone consult, and if it’s a good fit—boom, you’re in.
I thought that was just how it worked.
But I quickly realized something: that model leaves you completely at the mercy of external forces. If the directories are slow that week, your practice is slow. If you’re relying on chance, you’re not really running a business—you’re waiting and hoping. And that’s a stressful way to build a business.
However, after a lot of frustration and trial and error, I decided to take marketing seriously. I started learning about lead generation, nurturing, and conversion strategies. I didn’t even know there were names for these steps back then—let alone that there were systems and tools to help you get better at them.
So today, I want to walk you through the exact journey a potential client takes when they reach out to my group practice. I will highlight our lead generation strategies all the way through to conversion. I hope this behind-the-scenes look gives you some inspiration and clarity on how to build a marketing system that actually works—one that puts you in control of your growth.
Step 1: Lead Generation (How People Find You)
Lead generation is simply the process of helping people discover your practice in the first place. It's about being visible—strategically and intentionally—where your ideal clients are already looking.
Here’s how we (currently) do it:
Paid ads – We run ads on both Meta (Facebook/Instagram) and Google. These let us reach people outside of our organic bubble.
Google My Business – A big driver of local traffic. Optimized with photos and relevant keywords.
Directory listings – Yep, we still use them. They’re often the first stop for clients.
Word of mouth – Not the most glamorous technique and not one we invest a ton of time in, but still very helpful
A basic SEO strategy – We're slowly building blog content and optimizing our site for search. We don’t spend too much time on this currently, but have not forgotten about it.
A small social media presence – Nothing flashy, but decently consistent and authentic.
You don’t need to do everything at once. Start with one or two and build from there. The key is consistency and messaging that speaks directly to the needs of your ideal client.
I will also say many therapists baulk at paid ads, or give up after one try. These are probably some of the most rich sources of referrals.
Step 2: Lead Management (What Happens After Someone Reaches Out)
Once someone contacts us, the work is just beginning.
We use a CRM (customer relationship management system) to manage all new leads. But let me be clear—this isn’t about soulless automation or chatbots. It’s about thoughtful, streamlined communication that supports the client’s decision-making process.
Here’s how it works in our practice:
Immediate response – They get a personalized email and text with a link to book a free consult.
Gentle follow-up – If they don’t respond, we follow up a few times over the next couple of weeks. Life is busy—people forget!
Tailored communication – We tag leads based on referral source and issue. We now why someone reached out so our calls and communication can be on point and focused
Nothing falls through the cracks – Everything’s tracked in the pipeline. No more missed opportunities because someone forgot to reply.
This system has changed everything. It’s not just about being organized—it’s about showing potential clients that you’re present and responsive.
Step 3: The Consultation Call (Your First Real Impression)
This is the first time most clients will hear your voice or see your face. Yes, it’s a clinical conversation—but it’s also a chance to convey your practice’s values, your expertise, and the sense of care you offer.
A few tips from what we’ve learned:
Don’t undersell yourself – Imposter syndrome is real, but your clients need to know they’re in good hands.
Practice your consult script – You don’t have to wing it. We’ve created scripts and talking points that help us stay focused and confident.
Be clear about what happens next – Make the process easy to follow. People are more likely to commit when they know what to expect.
Done right, this call builds trust—and helps the client move forward with confidence.
Step 4: Clinical Care (This Part, You’ve Already Got Down)
Once they become a client, you’re back in your element: providing excellent clinical care. That’s what we’re all trained for. But the journey to get them there? That’s where strategy and systems come in.
Final Thoughts
If you’ve been feeling like your practice growth is out of your hands—or like you're just waiting around for the right clients to find you—I hope this walkthrough gives you a new perspective.
You can take control of your marketing. You can build systems that support you. And it doesn’t have to feel “salesy” or overwhelming. It just takes some learning, intention and consistency.
If you’re ready to get support with your marketing—or even just want to talk through where to start—I’d love to help. Book a free consult call using the link below. No pressure, just a conversation.
