Letting People Know You Exist As a Private Practice Counsellor
- Brainz Magazine
- Jul 7
- 6 min read
Samantha Crapnell is the founder of Training for Counsellors Ltd and practitioner-facilitator of professional qualifications and continuing professional development events to support the training and ongoing development of counsellors and clinical supervisors.
Possibly the question I get asked most as a clinical supervisor of counsellors who are either entering into or are in the early days of private practice is: ‘How am I supposed to market myself as a solopreneur private practitioner?’
It's a question that I ask others, too, because I definitely do not consider having expertise in this area. I have, though, picked up some tips (and what I consider to be good advice) along the way from the counselling and business world. I also share the things that I wish I had known and the decisions that I have made that, in hindsight, were costly.
Work out what your personal brand is and use it
Let's consider that. Maybe you thought hard about the name of your business because it's quite fun. You decided on 'the one'. Maybe you worked out a strap line, too. Then you created a logo for your business because that was also quite fun. These are all steps in making mental and emotional shifts to soloprenuership. Are you using these to their potential?
Making it the common element of everything you do communicates consistency that your audience and potential therapeutic participants can align to.
It tells your potential therapeutic participants what your vibe is.
It gives you a theme for your colours in your website (if you choose to have one)
It gives you a handle for your social media (next).
It helps hugely with the imposter syndrome as instead of focusing on selling yourself, you are selling your brand. Yes, we can argue that it is the same thing, but it's a brain hack that can be incredibly helpful in lots of ways.
Social media
Social media is an obvious tool for solo practitioners and small businesses, not least because it is free. Everybody knows this. A frequent question, though, is, "Does it work?"
My initial response is, 'What do you want it to do for you?' I did not understand this at first, and I encourage you to think about your answer to this. For example, do you want it to be a place of reference to signpost people to your website? Do you want to build a presence over time by showing a connection with your clients? Do you want to provide some advocacy about a topic that is close to your heart and your clients' hearts? Do you want to be a social media therapist?
Consulting peers and colleagues about their experiences, the summary to make social media work for you is:
Consistency. 'A presence with no activity is worse than no presence,' is an important piece of advice. In which case, making a time commitment is crucial. Three posts a week is the suggested minimum; every day is ideal.
Content. What to post? Too positive might be received as toxic positivity; too glum might be read as pessimistic. Meanwhile, using quotes can be seen as twee or even lazy. Sharing about work risks implying disclosures a critical awareness of your ethics. It's a challenging balance that, I suggest, professionals in some other fields may not have to consider.
For the creative among you, there are some innovative approaches on TikTok and other platforms. Do some homework, be prepared for a message from the social media platforms asking if you need support! and identify what feels authentic to you. Then:
Make it relevant to the reader/audience. Who are your audience/potential therapy participants? What will they be experiencing, and what do they need? Write for them as though you are writing to them.
Make it personal. This carries on from the previous point. With the rise of AI, it is becoming easier to write posts for social media. But is it in your 'voice'? As all counsellors know, we value and are valued for authenticity, and it's important that it starts here - before you even meet your new clients.
Be realistic about engagement. People can be reluctant to engage with posts on social media. It makes sense that you would want your 500+ connections to notice that you are connecting with your content? This can be disheartening unless you can adjust what you are measuring as successful promotion of your practice.
Counselling directories
There has been a lot of discussion amongst counsellors regarding whether the investment of paying for a presence on a directory is worth the cost. Some people join multiple and accept the expense. Personally, I have found that the cost of a presence on a directory is covered by the first client session.
If you don't get any client enquiries that convert into paying clients, then, no, it will not be worth it in the long run.
If you get a single paid client session per month, you would be likely to, at least, break even.
Two or more paid sessions received per calendar month is definitely worth it.
When you create your listing, the Directory owners may cast their eyes over it. In my experience, they are willing to give advice to help you be recognised in this competitive marketplace. There are generalised directories and directories for specific client groups or presenting issues. Do your homework - there's a recurring theme here, and align your efforts to your target audience.
In the next article, I'll be sharing tips for writing bios that stand out.
Direct marketing
I made a costly mistake when I first set up in private practice. I paid a two year contract to have counselling practice advertised on appointment cards of a local GP service. It sounded great. The number of potential clients that would see my details was impressive. This approach did not work for me at all. I can only speculate why, as there was no information at all to give me guidance, so I have steered clear since. The moral here is that there will be trial and error. Where possible, check in with your network about what works for them.
Websites
'Do I need a website?' is another question I am frequently asked.
Answer: You don't need one. Do you want one?
Personally, I like having a website. It brings me a sense of consistency. A point to which I can return to share information about the services I offer, what first sessions look like, my professional affiliations, and so on. A website comes at a cost, though. Some considerations that you might find helpful in making a decision about whether this is something you want:
How might a website enhance a feeling of presence and professionalism?
Could you keep costs down by employing some basic IT skills to design your own website?
Do you know anyone who would like to design a website to build their portfolio? People new to that career may offer heavily discounted prices whilst they build a professional portfolio.
While you might be able to outsource building your website, they will (probably) not write the content. You will need to do this yourself. The positive is that in doing this, it will bring you closer to you as a business entity, potentially being more specific about what you offer. This, again, supports the ethics of informed decision making for clients.
Associateship
While some therapists build a practice quickly, for many others, building a private practice can feel like a slow process. Associateship means that another practitioner (individual or organisation) is aware of you and can direct work towards you to help them fulfil bigger obligations, and could be a good step towards independence. They are private agreements (agree on a working contract in writing), which means you are self-employed rather than being an employee.
Probably you will be restricted about your fees/ charge rates because the clients you receive may have a pricing structure in place that the client has already determined they can afford.
Becoming an active part of a community
Private practice can be isolating, and being part of a community can make a significant difference to the impact of this. Being active in a community of counsellors can look like different things: attending CPD on a topic that is of personal and professional interest will not only connect you with like-minded others, but it will also help you build connections for referrals when there are conflicts or if you receive an enquiry that is outside of your wheelhouse. It is a connection for everyone’s potential benefit: the clients whom you are unable to work with; the private practitioner who would welcome referrals as much as you would; and for you, if it supports the same premise as your personal brand.
Whether you are in the early stages of private practice or if it is time to take a review, you may enjoy our online course, “Vision Board Your Private Practice,” a creative alternative to business planning. Coupon code: BRAINZ
Read more from Samantha Crapnell
Samantha Crapnell, Training Facilitator, Counsellor, Supervisor
Samantha Crapnell is a training provider and also in practice as a counsellor, clinical supervisor, and executive coach. Training for Counsellors Ltd was created so that counsellors can access alternative routes into and develop within the counselling profession through inclusive education and continuing professional development. Specialisms include anti-oppressive humanistic practices working with children, adolescents, and adults, neurodivergence, and solopreneurship.
