Marketing your private counselling practice

Use the term clients search for: “counsellor”. A name like “[Town] Counselling” or “Counselling with [First Name]” is easy to understand.

Keep your list of services short, show your qualifications and membership, write a bio that speaks to one person in everyday words, and use a warm, recent photo.

Offer online booking for a first session or call, plus a mobile number, a professional email and a secure contact form. A free ‘Meet Me’ call helps people decide whether you are the right fit.

Listen to what the person is really looking for and say how you can help. Highlight two or three USPs, such as evening online sessions or a specialism you are trained in.

Make it plain that you are not an emergency service, and signpost Samaritans (116 123) and NHS 111.

Keep your website fast, mobile-friendly and easy to navigate, with an always-visible ‘Book Now’ button, your bio, USPs, accreditations, fees, contact details and location.

Many counselling clients start on directories such as Counselling Directory, Psychology Today or the BACP register. A Google Business Profile helps locally; if you work from home you can hide your address and show a service area.

Use AIDA: pick an audience that gathers in one place (a university, a workplace, a support group), craft a simple message, show why you are well placed to help, and make booking effortless. Track time, money and enquiries for each tactic and learn from the results. Avoid promoting discounts or paying for referrals.

GPs, employee assistance programmes, counsellors with full caseloads, supervisors and local charities are all sources of referrals. Keep in touch one to one, let colleagues know your specialisms and availability, and refer onwards generously.

Reply quickly, warmly and fully. Send details on location, access and what to expect, keep forms short and offer easy payment. Make sure your room is private, comfortable and has a waiting area if possible.

Start and finish on time, explain how you work, manage expectations and agree the next session before the client leaves.

Share helpful information people can pass on. Reviews need extra thought in counselling: check your ethical framework before inviting them, and never pressure a client.

Agree a written contract covering fees, cancellations, confidentiality and its limits. Display your fees, take payment upfront or capture card details, and follow up on declined payments. Decline discount requests; if you offer concessionary places, decide in advance how many.

Decide your sustainable caseload before marketing for more. Use templates for enquiry replies and contracts, arrange client hours around your energy, protect supervision and admin time each week, and plan time off for the year ahead.

Separate your work and living spaces where possible, and set working hours in stone. Constant caring makes counsellors vulnerable to emotional exhaustion, so supervision, peer support and your own therapy are part of running an ethical practice.

Charging for care can feel uncomfortable. Examine that belief rationally and articulate a new one. Then add up supervision, membership, insurance, room hire, directories and CPD, set savings goals and calculate the fee that meets your target revenue.

Keep separate business and personal accounts, save monthly into pots for tax, pension and time off, and pay yourself on the same day each month. For rolling weekly clients, consider direct debit, and use MTD-compatible bookkeeping software.