Prosper in Private Practice
Welcome to the podcast for counsellors and therapists who want to grow a thriving private practice—without selling their soul, pretending to be a TikTok influencer, or using tactics that make their stomach turn.
Hosted by Claire, a straight-talking business and marketing mentor for therapists, this show is your permission slip to build a practice your way—calmly, ethically, and with a CEO mindset that actually feels good.
Whether you're just starting out or scaling up, you'll find:
- Honest conversations about what it really takes to grow a private practice
- Ethical marketing tips that won’t make you want to hide under a blanket
- Mindset reframes to quiet the inner critic and ditch the "I'm not business-minded" story
- Practical strategies for content, visibility, niching, and staying booked
- And the occasional pep talk when you're wondering if you should just become a florist instead
If you’re done with gimmicks, hacks, and “one-size-fits-all” formulas—and you’d rather build a sustainable, values-led practice that honours your brain, your energy, and your integrity—you’re in the right place.
Pull up a chair. Let’s build a private practice that fits you.
Prosper in Private Practice
Why Directories Alone Aren’t Enough to Fill Your Therapy Practice
Directory profiles like Counselling Directory and Psychology Today can be helpful—but they’re no longer enough to consistently fill your private practice. In today’s episode, I’m talking about why relying solely on directories is risky, and what proactive steps you can take to become more visible, build trust, and attract your ideal clients in a changing therapy landscape.
Whether you're an in-person or online therapist, you'll walk away with practical ideas and plenty of reassurance that marketing doesn't have to feel overwhelming, salesy, or inauthentic.
⏱️ Timestamps & Key Topics:
[00:00] Welcome & why this topic matters
How this episode was inspired by real questions in therapist Facebook groups—and why it’s time to stop relying on directories alone.
[01:00] Why directory referrals are drying up
The reality of increased competition, changing client behaviour, and why the “list it and leave it” strategy doesn’t work anymore.
[04:00] Directories are passive marketing
What passive marketing looks like—and why successful private practices require a more proactive approach.
[05:30] Making your profile stand out
Quick tips to write a more compelling, client-centred directory profile (and why that first paragraph matters most).
[07:00] You’re a business owner now
A mindset shift: therapists in private practice are also business owners, and visibility is part of the job.
[08:00] Real-world marketing examples
Claire shares how she marketed her disordered eating niche—through gyms, collaborations, Instagram Lives, and podcasts.
[10:30] What local therapists can do
Ideas for in-person therapists to grow visibility locally: community talks, Google profiles, Facebook groups, and relationship-building.
[14:00] What online therapists need to focus on
Why SEO matters more when you're online—and what makes your website (and blog) truly effective.
[17:00] Using social media strategically
An overview of platforms—Instagram, Threads, TikTok, podcasts—and how to choose what feels right for you and your energy.
[22:00] Avoiding burnout with marketing
How to layer your marketing efforts without spreading yourself too thin.
[24:00] A final nudge about visibility
The power of connection, video, and building trust—why it’s worth the effort for both your business and your future clients.
💡 Therapist Takeaways:
- Directories are helpful—but they’re just one tool, not a full strategy.
- Building visibility doesn’t have to be pushy—it can be grounded, values-led, and sustainable.
- Think about where your ideal client spends time—and show up there, in a way that feels doable.
- Your website, SEO, and social presence can work together to help people find and trust you.
- Marketing is a skill you can learn—and there’s no one right way to do it.
🔗 Resources & Links:
- Learn more about the Prosper in Private Practice Membership
- Work with me 1:1: Mentoring Options
- Follow me on Instagram: @prosperinprivatepractice