If you’re reading this, you’re probably new to the private practice world. Congrats on embarking on a new journey!

I’m having a hard time wrapping my mind around giving advice on this topic, as I remember all too well the frustration, anxiety, and overwhelm of being new to it myself. However, I’ve had a full practice for the past 3.5 years, so I guess I did some things that worked. I’m going to share the tools that I used, but of course there are countless ways to do this. In this post, I’ll focus on the marketing aspects, not the nitty-gritty, boring, tax/business stuff. Please find that information elsewhere!

1. Build a website

   I know, I can hear you groaning from here. But, I’m sharing what I did, and this has been an essential piece to growing my practice. This is an area of dread an overwhelm for many clinicians I’ve talked to, but it’s really not that bad! You can always pay someone to do it, if you’re willing and able to invest, and that’s a great way to go. I built my website through SquareSpace and I found it to be a really fun, creative outlet.

   One trick when it comes to websites and SEO (search engine optimization, an acronym I was unfamiliar with when I began all this) is that you do better the more pages you have on your website. This is one major advantage to writing a blog—it gives your website more pages. You might think condensing your website to 3 pages keeps things simple and easy for you and your potential clients, and maybe it does, but Google will think that your website is incomplete. Add different pages to showcase the various tools you use, populations you work with, information about you, your practice, etc. On each page, go into the SEO settings, and make sure to use keywords that people might type into a search engine to find you.

2. Join List-serves

   Once your website is complete, join a site like Psychology Today or Therapy Den to help boost your SEO and get added exposure. You can join these without having your own website, but I find that often potential clients find me on Therapy Den and then click on my website to learn more about me and my practice.

3. Network

   This was one aspect of building a practice that I really struggled with, but I know that the efforts I put in really paid off. You can find therapists on mental health Facebook pages, or website like psychology today, or just through other therapists that you already know. Ask them out to coffee to talk about their private practice strategies. Usually, they’re happy to talk to people new in the field. I’d advise that you don’t go in with the intention that they’ll send you referrals, but instead just ask them how they built their practice, what kind of therapy they do, etc. Talk a little about yourself and the type of therapy you use. Often, established therapists need referral sources for couples, potential clients when their caseload is full, maternity leave, or a host of other reasons. Establishing connections might open doors at opportune times.

4. Focus on being good at your job

   Therapists get a lot of referrals from clients recommending them to their friends or colleagues. I know it can be tempting to focus all your energy on getting more clients, but don’t forget to use the free time while you still have it. Do trainings (also a great way to network), read books, and focus on being there for your clients. It’s what this job is all about! Try not to stress so much about filling your caseload that you neglect the clients that are already there.

5. Accept Insurance?

   This is a big topic with lots of pros and cons. For me, I find the reliability of referrals to be worth the pain of dealing with insurance companies (at least at this point in time…). I use Headway and Alma, which are third parties that deal with a lot of insurance stuff for you. They handle the panelling process and guide you on billing, codes, notes—all the admin stuff. The pay might be a little less than what you can get if you only accept private pay, but again, the referrals are plentiful.

I hope these tools help you embark on your private practice journey! I know that it’s frustrating, scary, and just plain brutal at times. Just know that you are planting seeds and it will take time for them to grow, but as long as you continue taking care of them, they WILL grow.