Running a successful therapy practice means more than just providing exceptional care—it also means getting the right people through your door. But for many therapists, marketing feels like a completely different language.
You’re not alone if you’ve thought, “I didn’t go to school for this.”
Let’s simplify this together.
In this guide, you’ll get 10 marketing strategies that work for therapy practices in 2025—plus some bonus insights you won’t find in other blogs.
These aren’t theoretical tips; they’re grounded in what we’ve seen work with real therapists, just like you.
Marketing Strategies Every Therapy Practice Should Use
1. Build a Website That Converts, Not Just Informs
Your website is more than a brochure—it should guide visitors to action. That means clear messaging, client-focused copy, and mobile-optimized forms.
Not sure if yours is working? Try our free homepage audit checklist below.
2. Clarify Your Niche and Speak to It Boldly
Generic messaging blends into the background. Whether you specialize in EMDR for first responders or postpartum therapy, say it loud and proud—online and off.
A couple questions to ask yourself
- What area(s) are we better at then other practices?
- What area(s) do we already drive a good amount of profitable patients for?
- What area(s) represent a larger untapped audience?
Not sure? Start with surveying both internal team members and your most profitable patients. That’s how we start all of our strategies.
3. Claim & Optimize Your Google Business Profile
When you search your name in Google you’ll see a listing pop up at the top, that gives directions, website link, etc. This is your Google Listing (if you’re not seeing that when you search your name – reach out to us, you NEED to get one of these live)
This is your free ticket to showing up in local searches. Make sure you get access to this listing, and optimize it!
Include your specialties, upload new photos, and update your availability / new services, etc. monthly.
4. Get hyper-focused in your content creation
There’s a great marketing quote “Those who try to speak to everyone, end up speaking to no one”
Show off your expertise in a very specific area, you want people to land on your website and think.
“Wow.. this practice really understands me and what I’m struggling with”
Think: “Therapist for anxiety in your state” instead of just “therapy.” Use plainspoken blog posts to answer the real questions your clients are Googling.
5. Leverage Psychology in Your Messaging
Use therapeutic principles—like validation and mirroring—to write copy that resonates emotionally, not just professionally. You already know how to do this. Let’s apply it.
6. Get Social… Without Feeling Salesy
Post about what clients care about: navigating burnout, finding calm, understanding trauma. Authenticity wins over aesthetics every time.
7. Ask for Testimonials Ethically
This feels gross and mildly unethical for most practices, and we get it.
But I guarantee you your top competitors are driving reviews and thus building more trust with potential patients.
3 Review-Boosting Strategies for Therapy Practices
| Strategy | How to Do It | Why It Works |
| Ask Consults for Reviews | Have intake specialists follow up with people who had a positive consultation but weren’t a fit. | Encourages engagement without pressure, and gives clients asense of agency and choice. |
| Invite Reviews with Boundaries | Invite Review with Boundaries | Keeps ethical boundaries clear while respecting client autonomy and minimizing power dynamics. |
| Make It Easy &Optional | Add a QR code in your waiting room; frame it as an optional way to give feedback or leave a public review. | Encourages engagement without pressure, and gives clients a sense of agency and choice. |
Where Do You Want These Reviews?
- Google My Business – The listing that shows up when you search your business name in Google
- Psychology Today Profile
8. Join or Start a Referral Network
Think of collaboration, not competition—partner with nutritionists, doulas, coaches, or psychiatrists in your local area.
We have a therapy practice that generates around 30% of its leads from these partnerships. These can be huge and also help start to ingratiate you more with the local community.
9. Use Email to Stay Top-of-Mind
Foundational Work – Add an option to your contact form for people to sign up for your newsletter.
Word it something like “I’d like to get the latest mental health tips to my inbox”
This can help you stay in front of people who maybe aren’t ready for therapy just yet, and also patients who maybe took a break and are ready now to re-start.
You don’t need to be a copywriter—just a helpful voice. A monthly or quarterly email with mental health tips or practice updates can build trust and recall.
Pro Tip – Don’t send it if you don’t have anything to say. Don’t send it just to send it, as that will likely result in people unsubscribing.
10. Track What’s Working (and What’s Not)
Even a simple monthly dashboard can show where new clients are coming from, and how many new patients you’re getting month by month. LRMC runs AB testing based on potential client behavior to test if the approach will help with conversions. At LRMC, we walk you through this clearly—no jargon, no guesswork. Click to check out our reporting work here.
5 Bonus Insights Most Blogs Don’t Tell You
| Insight | Key Takeaway | Why It Matters |
| A Good-Looking Website ≠ A High-Converting One | Design must serve clarity and action, not just aesthetics. | Avoid spending money on “pretty” with no ROI. Conversion-first always wins. |
| Focus On Metrics That Actually Matter | Prioritize new client inquiries, form submissions, and channel traffic. | These are the KPIs tied to real business growth, not vanity metrics. |
| Delegate, But Keep Your Voice | Use tools (like AI) and workflows that preserve your unique tone. | Your voice is part of your brand. Outsourcing shouldn’t mean losing authenticity. |
| Ethical Marketing Starts with You | Define your ethical boundaries and work with partners who honor them. | Marketing should feel right—not just effective. Integrity builds trust long-term. |
| You Deserve a Partner Who Gets It | Work with people who understand therapy, not just marketing. | You need results and someone who respects your work, values, and time. |
Homepage Audit Checklist
1. Header and Navigation
- Clear Navigation Menu: Simple, intuitive structure with key pages accessible.
- Visible CTA: Prominent call-to-action (e.g. “Get Started”, “Contact Us”).
2. Hero Section
- Strong Value Proposition: Headline clearly explains what you do and for whom.
- Primary CTA Button: One main action (e.g. “Book a Call”) above the fold.
3. Content & Messaging
- Benefit-Focused Copy: Speak to the visitor’s pain points and outcomes.
- Trust Builders: Include testimonials, reviews, or client logos.
4. Design & Layout
- Mobile-Responsive: Looks and functions well on all devices.
- Clean Visual Hierarchy: Use of whitespace and bold headings to guide the eye.
5. Performance & SEO
- Fast Load Time: Optimize images and scripts to improve speed.
- Keyword Optimization: Target relevant terms in headings and meta data.
6. Footer
- Key Contact Info: Include email, phone, and/or address.
- Social & Legal Links: Add social icons, privacy policy, and terms.
See How We Can Help Your Practice
Check out our therapy-specific approach
FAQs: Marketing for Therapy Practices
Ready to Simplify Your Marketing?
Get A Free 15 Minute Consultation With Loren Today, A Digital Marketing Specialist W/ 10 Years Marketing Therapy Practices