Marketing Your Private Practice for the New Year: A Playbook for Growth in 2025

Did you know? January through April are some of the busiest months for people seeking therapy. With the fresh start of a new year, many individuals are motivated to work on their mental health. And guess what? Now is your perfect time to revamp your marketing, stand out, and fill up your schedule with new clients who need you!

Whether you’ve been in private practice for years but are looking to boost your presence, or you’re a new (or starting) private practice and are ready to put yourself out there, this guide will give you actionable steps to get your marketing game on point for the new year. (Which means growth for you!)

Let’s break down how to: boost your SEO, re-vamp your therapist directories, freshen up your website, and get social (yes, we’re talking Instagram and TikTok!).

SEO: Boost Your Online Visibility (Because Google is Your BFF)

(If you don’t already have a website, skip down to the next tip ⬇️)

It’s about to be 2025 and honestly, when most people are looking for a new therapist, they want to see your website. Having solid SEO (Search Engine Optimization) is key to making sure clients find you when they search “therapists near me” or “therapy for anxiety.”

What to Do:

• Keyword Research: Use tools like Ubersuggest or Google Keyword Planner to find search terms that clients in your niche are typing (e.g., "EMDR therapy for trauma" or "LGBTQ+ therapist near me").

• Update Your Website: Make sure your website has these keywords in strategic places like headers (especially “Header 1”), blog posts, and meta descriptions. Don’t overstuff – aim for natural flow!

• Blogging: Create regular blog content. Once a month is a great place to start. For example, “How Therapy Can Help With New Year’s Resolutions” or “5 Ways to Reduce Stress During the Holidays.” Blogging with relevant keywords signals to Google that your website content aligns with what users are actively searching for, helping to boost your visibility in search results.

What Not to Do:

• Don't Ignore Local SEO: If you’re in private practice locally, you need to focus on optimizing for your area. Include your city and state in your website and directory listings. (Pro tip: put your location in your footer)

• Avoid Keyword Stuffing: Google’s algorithm is smart, and getting smarter by the day. Don’t overuse keywords for the sake of using keywords, make sure it flows naturally.

Pro Tip: Add SEO-friendly alt text to all images on your site and blog for an extra boost! For example, an image of your office can be tagged with “cozy therapy office in [City, State].”

(If you don’t already have a website ⬇️)

Building or Revamping Your Website (It Doesn’t Have to Be Perfect to Start)

If you don’t have a website yet, you’re missing out on a prime piece of digital real estate. And if your site hasn’t been updated since the early 2000s...well, let’s get to work.

What to Do:

• User-Friendly Design: Your site should be easy to navigate and mobile-friendly (because let’s be honest, everyone’s on their phones). Make sure your contact info is easy to find, and add a “Book Now” button if you have online scheduling.

• Add a Blog: Not only does this help with SEO, but it gives potential clients a glimpse into how you think and work.

• Clear CTAs (Calls to Action): Include buttons like “Schedule a Consultation” or “Call Now” to guide potential clients to take action.

What Not to Do:

• Don’t Get Overwhelmed by Perfection: Start simple! You don’t need a fancy website to be effective.

• Don’t Neglect SEO: Again, make sure your keywords are there, and use clean formatting (headings, bullet points, short paragraphs).

Pro Tip: Include a video intro about yourself on your homepage. This helps potential clients connect with you before the first session!

Revamping Therapist Directories (Make Those Profiles Work For You)

Directories like Psychology Today, Therapist.com, and GoodTherapy can really help drive clients to your practice. But if your profile looks basic, you’re missing out. Think about if you were looking for a therapist. Put yourself in the client’s shoes, and take a good, hard look at your profile.

What to Do:

• Refresh Your Bio: Make your profile speak to your ideal client. If you specialize in helping millennial women with anxiety, say that clearly. Include “warmth,” “empathy,” and words that reflect your personality and expertise.

• Add Photos: Humans connect with visuals. Update your profile with a professional headshot and maybe even some pictures of your office (or a virtual backdrop if you’re telehealth).

• Client Testimonials: Navigating client feedback in therapy can be tricky, as some ethical guidelines discourage soliciting testimonials. However, if clients voluntarily offer feedback, you can use it anonymously—taking care to adjust details and remove any identifying information to protect their privacy. (Make sure to refer to your code of ethics always)

What Not to Do:

• Avoid Being Vague: Saying “I work with clients experiencing anxiety and depression” is too broad. Focus on your niche and SPEAK to your niche.

• Forget to Regularly Update: As your practice evolves, your directory profiles should too. Changing up your directories is also favorable to the algorithms. They don’t have to be big updates, but try to change up something at least once a month.

Pro Tip: On Psychology Today you can add two additional zip codes, changing these up once a month to surrounding areas can give your profile a boost!

Social Media: Instagram and TikTok (Even small profiles can go viral 😉)

If you're not already on social media, 2024 is your year! Instagram and TikTok are excellent platforms to market your practice in a fun, relatable way. These platforms allow you to show off your greatest asset—YOUR PERSONALITY!

What to Do:

• Start Simple: If you’re new, pick one platform to focus on. Start posting 2-3 times a week with content that speaks to your audience (think mental health tips for your niche, breaking stigmas, or therapist life).

• Hashtags and Reels: Use trending hashtags (and make sure to switch them up) and post short, engaging reels about related to your nice! Make sure to tell people how you can HELP with their problems, not just what their problems are. (Future post coming on social media!)

• Be Relatable: You don’t have to be a polished influencer. Clients love therapists who are real, a little funny, and approachable. Let your true, authentic self show! It can feel uncomfortable, but social media can be a great place to market for FREE.

What Not to Do:

• Don’t Overcommit: It’s better to post consistently a few times a week than to burn out after trying to post daily.

• Avoid Being Too Clinical: Remember your audience! Speak in a way that resonates with your clients and avoid too much therapist jargon.

Pro Tip: Show some behind-the-scenes moments in your stories. Whether it’s setting up your space or what you’re reading this month, personal moments create connections.

Wrap-Up: How to Use This Now

The key to marketing your private practice is to start small and stay consistent. Pick an area you want to focus on and commit an hour or so to it every week. By January, you’ll be ready to shine.

Want more help? I offer consultations to help therapists master the business side of private practice. Book your free consultation today here!