Integrative Marketing For Therapists

A holistic, evidence-based approach that keeps your practice full all year round.

best marketing for therapists agency
best marketing for therapists agency

The therapist marketing industry is broken!

Yellow accent lines as a metaphor for therapist marketing agency and therapist website design
Yellow accent lines as a metaphor for therapist marketing agency and therapist website design

Mental health marketing is full of misunderstandings, overpriced services, and flat out lies. Most agencies and freelancers sell you services in a silo — each piece disconnected from the bigger puzzle of how to grow your practice. 

To truly get more clients for less money, you need an integrative, affordable mix of Google Ads, SEO, directory sites, referrals, social media, and more … managed by a single point of contact with a deep understanding of how the entire therapist marketing puzzle fits together. That’s what you get with me!

Therapist marketing made easy.

Stop trying to DIY your way to a full practice. Instead, let me and my team of experts take the burden off your shoulders and help you:

What should your therapist marketing plan include?

There are an overwhelming number of marketing options when it comes to growing your private practice. While each one has its merits, most are superfluous (I’m looking at you, social media).

After working with hundreds of solo practitioners and group practices in the past 18 years, I have discovered that successful marketing for therapists only requires five key areas:

  1. A Highly Effective Therapist Website
  2. Paid Advertising (Google and Facebook)
  3. Search Engine Optimization (SEO)
  4. Therapist Directory Sites
  5. Automated Systems & Apps
Digital marketing for therapists

What is a good therapist marketing budget?

A shocking 79% of therapists spend less than $100/month on marketing. Or, they try to DIY their way through Google Ads and SEO and don’t get the results they want. Then, they call me and wonder why their caseloads remain empty.

Your therapist marketing budget should be between 5-15% of your desired revenue.

While that may sound like a lot when you’re getting started, you need to think about where you want to be rather than where you are right now.

It’s ok to dream big! The more money you earn, the more people you are helping. For example, if you want to earn $250,000/year, you should budget an average of $2,100/month to get there.


What ROI should you expect from a therapist marketing agency?

Marketing for therapists should make you money – not put you in the red. However, when therapists ask me how many new clients they can expect per month or what their return on investment (ROI) will be, the answer becomes a bit murkier.

While services like Google Ads, Psychology Today, and ZocDoc can be directly tracked and should provide at least a 2:1 ROI, long-term efforts like SEO and social media are more difficult to quantity. That’s why it’s essential to have a therapist marketing agency that provides all services under one roof.

Here are 5 key factors to consider when estimating your therapist marketing ROI:

  1. Your per session rate
  2. The average number of sessions a client attends
  3. How many referrals do clients provide
  4. Your followup process once someone reaches out
  5. What percent of intake calls become new clients
Marketing for therapists should see consistent growth and ROI

Book a 15-Minute Phone Consult

Build your foundation first.

Want more clients for less money? Every successful marketing for therapists campaign has one thing in common. They all took the time to define their niche and client. If you already have this, great. You can skip to the next step. Otherwise, you are going to be paying way too much for marketing.

Many therapists worry about not getting enough clients with a niche-based practice. They tell me they want to help everyone and don’t want to do just one thing for the rest of their career. To those therapists, I say, “choose two dream clients and see where they overlap.”

You’re not locking yourself into anything for life. You can change your niche and dream client whenever you want. It’s just a bunch of words on a website. 

When you have such clarity on the struggles, needs, and desires of one person, you actually make it easier for people to choose you. Plus, you get to raise your rates. Everyone pays more money for the brain surgeon than they do for the general practitioner.

Websites for therapists make marketing for therapists cheaper

Fill your caseload with private pay clients you love.

Here are 3 possible outcomes of infusing a dream client and niche into your website and marketing for therapists:

  1. Your dream client read your words, realizes how perfect you are, and just wants to know, “when can we start?!”
  2. The reader is not your exact dream client, but your clarity and cohesive message overlaps enough with their life, goals, and needs that they schedule a consult.
  3. They decide you are not for them — and you both saved 15 minutes of your lives by not having an intake call that goes nowhere.
Build a foundation - therapist niche and dream client

Your website is the centerpiece of everything.

Marketing for therapists is like a giant flag you wave to get someone’s attention and bring them to your website.

Once there, your therapist website serves as a virtual intake call. It makes a deep connection with your dream client and inspires them to reach out.

By creating content that reads like a page out of your dream client’s journal, your therapist website filters out unqualified leads.

When your website tries to speak to everyone, you wind up connecting with no one. When you deeply understand (and speak to) a specific person, you instantly stand out in a very busy therapist crowd. 

Plus, data shows that having a well-defined niche and dream client inspires a higher percentage of people to click the “schedule a consult” button. That’s the key to getting more clients for less money.

Case Study

Most therapists pay $300-$400 for every new client.

Julie Hattershire, MSW, LISW-S, pays $56/client.

When we created Julie’s couples counseling website, we infused her dream client and niche into every digital inch. Then, we used that same understanding to craft an incredibly effective Google Ads campaign that converts at nearly 5x the industry average.

The biggest takeaway? Having a clearly-defined dream client and niche saves you hundreds of dollars every month.

Here’s the math: according to industry averages, you pay $5 for everyone who visits your website through Google Ads. Of that, only 2-4% of people will reach out … and only a fraction of those leads become paying clients.

Julie Hattershire therapist marketing agency testimonial - My practice has been full for years ... with a waitlist, thanks to Greg.

Conversion Rate

The industry average is 2-4%

cost per new client

Julie converts an astounding 44% of leads

Click Through Rate

The industry average is 2%

“Greg has become my GPS – my one point of contact for all my marketing and branding needs.”
Julie Lingler

Need Marketing For Therapists?

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Google Ads for Therapists

Google Ads is the fastest and easiest way to get your therapy practice in front of people who are ready to start therapy now. It’s not cheap, but it is extremely effective and should be a centerpiece of marketing for therapists.

  1. Immediate Visibility: Unlike organic search engine optimization (SEO) which can take time to build, getting on page 1 with Google Ads is instantaneous.
  2. Targeted Reach: Google Ads for therapists allows you to find potential clients based on specific keywords related to their services. For example, if you specialize in couples therapy, you can target people searching for “couples counseling near me” or “EMDR therapist.”
  3. Control Over Budget: You can set a maximum amount you’re willing to pay per day, allowing you to manage costs effectively while still reaching your target audience.
  4. Measurable Results: Google Ads offers robust tracking and analytics tools to see how many people viewed their ad, clicked on it, and took action (like calling the office or visiting the website). This data is invaluable for understanding the effectiveness of your ad campaigns and making informed budget decisions.
  5. Local Targeting: If you offer in-person therapy, Google Ads can show your to people in your specific geographic area. For online therapy, Google Ads can reach the entire state.
  6. Flexibility: You can start, stop, pause, or adjust your campaigns at any time. This means you can change your marketing strategies based on practice growth or other factors.
  7. Competitive Advantage: Well-crafted ads can set you apart and attract clients who might otherwise go to a competitor.

SEO for Therapists

Search Engine Optimization (SEO) is the best longterm gift you can give your practice. Unlike paid ads, which stop generating traffic once you stop paying, a well-optimized website can show up on Page 1 of Google and continue to attract clients for years. Here are some elements of successful SEO for therapists.

Keyword Research: Identify the keywords and phrases your potential clients are using to search for therapy services. Then, incorporate those keywords into the text of your website. They should be included in headings, paragraph text, and as image descriptions.

Page Speed: Most people will leave a website if it takes more than 3 seconds to load. Google knows this and rewards sites that load quickly with higher placement in the search engine rankings.

Mobile Friendliness: Websites look better on a desktop. But, more than 50% of people are looking at your website from their phone. That means it has to look good on all devices. Otherwise, people will leave quickly and Google will not be happy.

Don’t Be Salesy: Would you rather visit a page that teaches you something or one that just tries to get your business? Google is just like you in that way. It loves pages that provide value to the reader. The moral of the story? Teach and connect before you sell.

Google My Business: If you’re practice is not on Google Business, stop reading this and go add it. Google is nepotistic and wants you to use its products. Plus, you need a profile to get your practice on local maps.

Blog Posts: The more content you have, the better Google understands what your website is about. Just make sure that each post is linking to other posts inside your site. Google follows those links closely.

External Links: The more reputable, high-quality websites that link to your site the better your SEO. Guest blogging, collaborations, or being featured in articles can help you get more backlinks for therapists.

User Experience: Google monitors everything everyone does on your website. The longer they stay and the more pages they visit, the higher your webpage ranks.

Play Video

Social Media For Therapists

You do not need to be on social media. It’s a waste of time and money. Your dream client is not using Facebook, Instagram, TikTok, YouTube, or LinkedIn to find a therapist. They are trying to disassociate from their troubles and get that dopamine boost.

Social media is like a billboard on the side of the road. Every time you post content, run ads, or share updates, you’re reinforcing your brand. Over time, people will come to know, like, and trust you. THAT’s when they become clients. Maybe. If you’re lucky.

All that said, Social media gets a bad rap in the therapy world. While I understand the ethical and confidentiality concerns, I also have seen how Facebook and Instagram can be a beacon of hope — offering validation, transformation, connection, and understanding.

A successful social media feed requires a consistent flow of impactful posts, eye-catching visuals, practical insights, valuable resources, and a touch of self-promotion. To be honest, it’s a lot of work.

If you do decide to focus on social media for therapists, make sure you’re consistent and post at least 2-3x/week. There’s nothing worse than following a therapist, only to see that the last time they updated their feed was during the pandemic.

You also need to allocate a budget of at least $10/day. Facebook and Instagram business pages exist to make money for Facebook. If you don’t pay to boost your posts or run ads, no one will ever see your content. (learn more here).

Finally, I suggest running Facebook ads to people who have visited your website. Known as “retargeting ads,” they nurture the customer journey and keep your practice in the forefront of your dream client’s mind while they consider who to choose as their therapists. Plus, since Facebook has agreements with millions of websites, your ads appear everywhere your dream client goes online. Reach out if you need help setting that up.

Want more clients for less money?

Websites for Therapists

Your therapist website is the key to marketing success. A well-designed website that speaks to your dream client and gives them plenty of ways to reach out can cut your marketing budget in half. 

On the flip side, I don’t recommend investing in marketing for therapists until you have a highly effective website. Otherwise, you’re just wasting money. Here are 7 ways an effective therapist website can get you more clients for less money:

  1. First Impression and Professional Image: Well-designed, professional websites for therapists establish credibility and trust while reflecting the quality and professionalism of the services you offer.
  2. Provides a Virtual Intake Call: Done right, your dream client should be so confident in your ability to help them that they don’t even need a consult.
  3. 24/7 Accessibility: Your therapist website provides a continuous marketing presence, allowing potential clients to learn about your practice and schedule appointments outside of business hours.
  4. Facilitates Engagement: An effective therapist website is user-friendly and encourages potential clients to explore your services, read your content, and reach out. Features like online booking, contact forms, and informative blog posts enhance engagement.
  5. Supports Branding Consistency: Your website is a key element of your brand. It should reflect the colors, tone, and style of your practice, ensuring consistency across all your marketing materials. Consistent branding helps build recognition and trust among potential clients.
  6. Makes Marketing Work Better: Your website works in tandem with other marketing for therapists efforts, like Google Ads, SEO, email campaigns, funnels, or even social media. It provides a destination for traffic from these channels and helps convert interest into action.
  7. Educates Potential Clients: A website can educate visitors about the therapy process, different therapy approaches, and what they can expect. This education can help demystify therapy and make potential clients more comfortable reaching out.

Therapist Directory Sites

Love it or hate it, Psychology Today is a key part of the therapist marketing puzzle. Yes, the search results are random and there is copious competition. Yet, the platform excels at putting you in front of people who are ready to start therapy asap. Be sure to Include photos and a 15-second video (rumor has it, that helps you with the algorithm).

As for the other therapist directory sites, I recommend GoodTherapy, ZocDoc, Bark, TherapyDen, and a handful of others. Whichever you choose, make sure your profile focuses on your dream client rather than you.

To properly track what clients come from which directory site, set up different phone numbers and therapist website landing pages for each one. Reach out if you need help setting that up.

Rave reviews from therapists like you

Marketing Automations, Funnels, and Systems

Therapist marketing automations help you work smarter, not harder. They get you more leads for less money and grow your practice on autopilot. Instead of being weighed down by repetitive marketing tasks, establish a system that guarantees long-term success and scalability. Here are a few common examples of marketing automation for therapists.

  • Automated Welcome Emails: When someone signs up for your newsletter or downloads a resource from your website, send them a welcome email sequence. These emails can nurture potential clients over time, offering insights, tips, and updates about your services.
  • Consult Reminders & Followups: Don’t let potential clients slip through the cracks because you forgot to check in. Instead, send them automated text messages and emails in a time-tested sequence as soon as they reach out.
  • Social Media Scheduling Tools: Tools like Buffer, Hootsuite, or Later allow you to schedule posts in advance. This helps maintain a consistent social media presence without requiring daily manual updates.
  • Client Relationship Management (CRM) Systems: CRMs can automate various aspects of client interactions, from initial contact to follow-up communications. They can help in tracking client progress and preferences, making communication more personalized and efficient.
  • Online Booking Systems: Implement online scheduling tools that allow clients to book, reschedule, or cancel appointments autonomously. This reduces administrative work and improves client convenience.
  • Content Marketing Automation: Tools like WordPress plugins can automatically share your blog posts to your social media channels or email subscribers, expanding the reach of your content with minimal effort.
  • Chatbots: Offer 24/7 support by letting a therapist website chatbot answer common questions, provide basic information about your services, and gather contact details from potential clients.

At Goodman Creatives, we will develop a marketing automation strategy. Then, my team of experts can implement and manage everything for you.

Or, if you prefer the done-with-you approach, the Profitable Practice Program provides guides and templates that empower you to take charge of your automations. The choice is yours, and I’m here to support you every step of the way.

Want more clients for less money?

Meet Greg Goodman, Marketing Expert and Business Coach For Therapists

I didn’t choose to be a therapist marketing expert. Rather, the industry chose me. It all started in 2006, when a family friend asked me to manage her group practice’s Google Ads campaign. 

A few years later, while working at a fine art photo printing lab, the owner’s wife (also a therapist) referred me to a few of her colleagues who needed new websites and more clients. Word spread; and, before I knew it, I had discovered my true calling, my career path, and my life’s purpose.

I have helped therapists succeed in every stage of their business journey — from associates to recently-licensed clinicians, solo practice owners, group practices, clinics, and large mental health companies.

A career highlight came during my six year tenure as Head of Marketing and Design for Well Clinic, where I kept 43 caseloads full: even during the pandemic. Now, I’m ready to share everything I know with you.

Reach out today and let’s chat about how I can help.

Reach Out and Ask Me Anything

Solutions for every stage of your therapy business journey

To help guide your journey, please click the description that best matches you.

Just getting started and feeling lost

Learn how the marketing puzzle fits together with my library of DIY resources, trainings, and guides to set your practice up for success.

Established and wanting to grow

Create a scalable system to help you double, triple, or 10x your client base with 1-1 coaching for your marketing, website, and business.

Group practice or clinic owner

Keep your clinicians full and your admin happy with marketing management, automated leadgen systems, and an upgraded intake process.

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