How to market your practice on Psychology Today

While any Psychology Today profile is better than none, you can take steps to optimize yours as you build your caseload. 

1. Write a great bio.

Your bio — displayed at the top of your Psychology Today profile — doesn’t just list your professional background and accomplishments. It also helps people quickly determine whether you could be the right therapist for them. That’s why it’s so important to take time to create yours. 

You should definitely include important information like your licensure and areas of specialty, but it’s also important to be specific. Fredette recommends focusing your bio with a specific individual in mind: the type of client you most want to help. As you write, think about this person’s pain points and needs. 

Remember how you communicate is just as important as what you communicate. Consider the person you want to help most, and adjust your tone of voice to match your therapy approach. Client-centered language can help you show empathy and understanding: Don’t just talk about your qualifications, but also how your skills and approach benefit the client.

Key tip: In your bio, use client-centered language and write about your client’s pain points and needs in a tone that matches your therapy approach.

2. Include a strong headshot.

Your headshot is displayed in Psychology Today’s search results, and on your profile itself. Choosing a strong headshot that conveys warmth and professionalism can go a long way in helping people understand whether you might be the right fit for their mental health needs. 

If you don’t already have one, take a headshot — perhaps the same one you use on your website and LinkedIn profile — to include in your Psychology Today profile. You don’t have to break the bank on photos; even a well-done selfie can do the job. 

3. List which insurances you accept.

Next, the logistics. Before they take the leap, potential clients will want to know how they’ll pay for therapy. Psychology Today allows people to search based on insurance providers, so if you accept insurance, be sure to list the ones you work with on your profile. 

4. Make it easy for patients to take the next step with a clear call to action.

A call to action helps make it simple for people to take the next step to reach out to you (and ideally, set up an appointment). On Psychology Today, you can list your website, phone number, and email address. Fredette recommends keeping the call to action easy.

On her profile, she encourages people to schedule a free consultation on her website. You can also encourage people to message you directly through Psychology Today. If you have a Headway profile, put it in your bio so clients can easily schedule sessions based on your current availability. (You can find your booking link from your Headway provider portal settings page.) Headway offers the nation’s largest network of insurance-accepting mental health providers, making its directory a one-stop shop for any prospective client looking for a therapist who accepts their plan.

“People find plenty of ways to talk themselves out of therapy,” Fredette says. “You want to make it as easy as possible for someone to take the next step.” 

Keep your response time in mind, too, if growing your practice is a priority. Natalia Tague, a licensed counselor in Virginia, says that clients are more likely to engage if you respond quickly, but may lose steam or connect with another provider if you wait too long.

“I would suggest responding within 24 hours or less,” Tague says.

5. Consider adding a video.

Posting a video introducing yourself and briefly sharing your therapeutic approach can go a long way in differentiating your profile. First, Fredette says, a video helps people to see you’re a real person and not just words on a screen. As a bonus, she adds, directory sites often promote profiles that have video content on them — so you may end up getting more hits.

6. Include endorsements from other providers.

To further set yourself and your profile apart — and help people quickly get an idea that you’re respected in the therapeutic community — you can also add testimonials from colleagues or former supervisors who are familiar with your work. (And don’t forget to return the favor!)

One caveat: Fredette says it’s important to be very clear that the testimonials are from colleagues, just so people don’t think you’re releasing private information from previous clients.

7. Target specific locations.

On Psychology Today, people can search for providers based on zip codes. If you’re practicing in-person, Fredette recommends choosing specific zip codes near your therapy practice (you can choose three on Psychology Today).

Practicing therapists have different opinions on how much zip codes matter for optimizing your profile. Fredette says that zip code changes don’t drastically increase client reach for the providers she consults with. On the other hand, Tague says that strategically choosing zip codes can have a major impact; for example, adding a zip code that covers a large university, if you work with adults.