How to Attract Clients as a New Counsellor or Psychotherapist

Becoming a qualified counsellor or psychotherapist is a significant milestone — one that reflects years of study, personal growth, and a commitment to the profession. But once you're ready to start working with clients, an efficient (and sometimes intimidating) question tends to arise:

How Do I Find Clients?

Or, even more accurately:

How Do I Attract the Right Clients in an Ethical Manner?

This guide is for newly qualified therapists navigating the critical—and often wobbly—first year. It combines strategic advice with encouragement from someone who understands the emotional side of running a practice as well.

1. You're Not Alone — But It Can Feel Lonely

After the structure of training and placement, the transition into private practice can feel isolating. No more regular group check-ins, peer chats, or tutors keeping you on track. You might sit alone in your therapy room (or on Zoom), wondering where everyone has gone.

This is normal.

But that doesn't mean you should stay isolated. Connection matters for your well-being just as much as it does for your clients'.

Tips for Staying Connected:

• Stay in touch with your training peers

• Join local networking groups or online supervision circles

• Rent a room in a counselling hub once a week if you're online-only

• Find a supportive supervisor as you grow into the role

  
  

Building a community can keep you grounded when things feel uncertain.

2. Get the Practical Foundations in Place

Before focusing on visibility, ensure your practice is appropriately set up. This includes:

• Obtaining insurance and membership with a professional body (e.g., BACP, UKCP)

• Creating clear contracts and privacy policies

• Implementing GDPR-compliant storage systems for notes and client information

• Choosing a diary or booking system you're comfortable using

• Ensuring reliable supervision is in place

  
  

These foundations provide structure and help you feel confident when that first inquiry comes in.

3. Choose One or Two Directories and Focus Your Energy

Many therapists feel they need to be everywhere at once. However, spreading yourself too thin can dilute your impact.

Instead, choose one or two well-established directories and invest the time to optimize them:

• Counselling Directory

• Psychology Today

• Your professional register (BACP, UKCP, NCPS)

  
  

Make your profile warm and relatable. Avoid long lists of issues you work with. Focus on:

• How you work

• The type of client you support

• What clients might be feeling when they seek you out

• Your tone and personality — what kind of space do you offer?

  
  

A clear, kind, and focused listing will perform better than a generic one.

4. Build a Simple Website That Feels Like You

You don't need a large, complicated website when you're just starting. A single page is often enough. What matters is that it's:

• Easy to navigate

• Clear on who you help and how

• Written in your natural, professional tone

• Includes your availability, fees, and how to get in touch

  
  

This is where potential clients come to get a feel for you. Don't worry about perfection. Focus on being honest, friendly, and straightforward.

5. When Writing Your Bio, Speak from the Heart

Many new therapists write bios sounding like mini dissertations — full of qualifications but lacking personality.

Instead, write as if you're speaking to someone quietly asking,

"Could this person help me?"

• Be warm, open, and authentic

• Share why you're drawn to this work

• Reflect your values and approach in your tone

• Mention relevant lived experiences or interests that inform your work, if appropriate

  
  

People are looking for a therapist they can feel safe with — not just someone who's trained.

6. Be Honest About Your Specialisms

This is one of the most crucial (and commonly misunderstood) parts of setting up your practice.

It can be tempting to list everything: anxiety, trauma, grief, self-esteem, eating disorders, OCD, narcissistic abuse, and more. You might think that offering a wide range will attract clients.

Not quite.

Clients want someone who genuinely understands their experiences. Therapists also have a responsibility to be transparent about their training and scope of practice.

Take narcissistic abuse for example. It's a complex area that requires deep understanding of:

• Covert psychological control

• Identity erosion and gaslighting

• Relational trauma and post-abuse repair

  
  

If you haven't received specific training or experience in this field, listing it may mislead or disappoint clients.

Instead:

• Be honest about what you're trained and confident in

• Allow your niche to evolve naturally through experience and supervision

• Trust that you will attract the right clients when your messaging is rooted in authenticity

  
  

Trying to appeal to everyone dilutes your message. Clear, honest communication builds trust — and that's essential for a thriving practice.

7. Expect Emotional Highs and Lows

Your first client inquiry may bring you joy, while a slow week might make you question everything.

This rollercoaster is normal.

The early months are filled with self-doubt, imposter syndrome, and mini-celebrations. Don’t confuse slow starts with failure; they’re part of the process. This journey is a long game, not one that yields instant results.

Maintain your perspective, stay resourced, and recognize that confidence builds over time.

8. Let People Know What You Do (And Let Google Help)

Marketing isn't about pressure; it’s about making it easy for people to find you when they need support. Start by:

• Updating your LinkedIn profile to reflect your current role and specialties

• Informing friends, peers, former tutors, and placement contacts that you’re taking clients

• Joining local well-being networks, directories, or online forums

• Sharing small insights or reflections on platforms like Instagram, Threads, or your blog

  
  

Importantly, many therapists overlook a key point:

Search engines like Google often rank your LinkedIn, Counselling Directory, or Psychology Today profile higher than your actual website, especially in your first year.

This means:

• Someone searching for you may find your LinkedIn or directory profile first

• These platforms have high domain authority, boosting your visibility

• Your online presence can work hard for you, even with a new website

  
  

So, don't underestimate the power of these platforms. They’re part of the ecosystem that directs clients to you.

Think of each listing, post, or profile as a breadcrumb. This leads clients to a sense of who you are, what you offer, and why they might feel safe reaching out.

9. Use Content to Build Connection

If you enjoy writing or speaking, even small pieces of content can help potential clients get to know you.

You might write:

• A blog post on "What to Expect in Your First Session"

• A short guide to managing overwhelm

• An Instagram carousel explaining how therapy works

  
  

Content doesn’t need to be constant. It must be clear, kind, and consistent with who you are. Potential clients often read quietly for weeks before contacting you — what you share could be what inspires them to reach out.

10. Stay in Your Lane

It’s easy to compare yourself to more experienced therapists who have busy practices and polished branding.

But your journey is uniquely yours. Everyone starts somewhere.

Stay focused on:

• The clients you can help

• The work you want to do

• The growth happening behind the scenes

  
  

You don’t need to be the busiest. You need to be genuine.

11. Ask for Help with the Hard Parts

You became a therapist — not a web designer, SEO expert, or content strategist. If the business side feels overwhelming, remember: you're not failing; you're just wearing too many hats.

At Minds Marketing, we specialize in supporting mental health professionals through their early years in private practice. Whether it’s website content, marketing strategy, or ethical promotion — we can help you feel confident being visible.

12. Stay Connected to Your "Why"

When the phone is quiet or your confidence wanes, revisit the reason you chose this work. You don’t need to be perfect. You only need to be present.

You're not here to convince anyone to come to therapy. You are here to be findable when the right person is ready.

"The curious paradox is that when I accept myself just as I am, then I can change." — Carl R. Rogers

And finally, don’t overwhelm yourself. One thoughtful, well-written blog post a month is far more valuable than five rushed posts a week. Poor-quality content can damage trust and leave a negative impression. Focus on quality, not quantity. Do less — but do it well.

You've got this!