Therapist Marketing: Because Your Dream Clients Can’t Read Minds

Let’s talk about therapist marketing - and not the cringey kind that makes you feel like you need to shower afterward.

I’m talking about the kind that feels like a natural extension of your work. The kind that gently says, Hey, I see you. You're not alone. The kind that helps the people who need you most actually find you.

If you’re a therapist, you didn’t sign up to become a marketer. You didn’t get your degree so you could write Instagram captions or fiddle with your website SEO. 

You did it so you could hold space for people who are hurting. You did it to help people untangle what feels unbearable and find their way back to hope. 💗

But here’s the thing, and I say this with deep respect for your clinical brilliance: none of that matters if no one knows you exist.

I know. It stings a little. But in today’s world. It’s a reality. Many of my clients admit to obtaining most of their clients through referrals. Often, they tell me this is great, but they want to remain relevant in the online space, but their website is either circa 2010, a crummy, frenzied hack job, or nonexistent. 

Therapist marketing is, unfortunately, a necessary evil. You’ve got to put yourself out there to be found in order to be, well, found. 🔍

I Can Help!

The “If You Build It, They Will Come” Myth

Let’s start by gently dismantling a common belief that many therapists hold (understandably): “If I do good work, the clients will come.”

Here’s the uncomfortable truth: even the best, most skilled, most trauma-informed therapist in the world can have an empty calendar if their ideal clients can’t find them.

We live in an era where people Google their feelings. They search for things like:

• “Why do I feel numb all the time?”

• “High-functioning anxiety help near me”

• “Therapist for childhood trauma in Orlando

• “I can’t stop crying. Do I need therapy?”

They don’t always know what they’re looking for, but they're searching nonetheless.

If your website is sparse, your Psychology Today profile is full of jargon, and you haven’t updated your blog since 2019, you’re not presenting yourself to those people in the way you could. And I say that with total compassion, truly.

Because again: marketing isn’t your zone of genius. Therapy is. So let’s talk about how you can bridge the gap without burning out.

What Makes Therapist Marketing Different?

Marketing for therapists is not the same as selling sneakers, software, or the latest fountain-of-youth beauty cream. You’re not pushing a product. You’re inviting someone into a profoundly vulnerable space. 

That means your marketing has to walk a careful line between professional and personal, confident and compassionate. You’re not trying to “convince” someone to work with you; you’re trying to connect.

That’s why good therapist marketing isn’t about being flashy or salesy.  It’s about clarity, trust, and resonance.

It's about:

• Showing who you help, how, and why

• Creating a sense of emotional safety from the very first click

• Helping your dream clients feel seen, even before they’ve met you

When done well, your marketing isn’t manipulative. It’s generous. It offers comfort, insight, and orientation to people who are often feeling lost.

And that? That’s powerful. 💪🏽

The Attracting-Ideal-Clients-Struggle-Bus 🚌

Here’s a little secret I hear from therapists all the time:

“I keep getting calls from clients who aren’t a good fit.”

Or:

“I want to work with trauma survivors, but I’m attracting people looking for couples therapy.”

Or even:

“I don’t want to work with teens anymore, but somehow, I keep getting referrals for them.”

Sound familiar?

This mismatch typically occurs when your marketing is either too vague, outdated, or generic. Maybe your copy is trying to speak to everyone because you don’t want to exclude anyone. (Spoiler: that ends up speaking to no one.)

I can’t tell you HOW MANY TIMES THIS HAPPENS. Generic, watered-down copy = 🤢.

Or maybe your online presence hasn’t caught up with the kind of work you’re doing now.

That’s why one of the first steps in effective therapist marketing is getting crystal clear about who your ideal client is. And not just in demographic terms, but in lived experience, struggles, goals, and readiness for therapy.

Once you know that, your website, directory listings, and content can all start speaking directly to them. And when that happens? The people who land on your site start saying things like:

“I felt like you were talking directly to me.”

“I’ve read so many therapist bios, but yours stood out.”

“I finally felt understood.”

That’s not magic. 🪄 That’s strategy and empathy working together.

Staying Relevant Without Selling Your Soul (Yes, It’s Possible!)

Another challenge I hear a lot from therapists is this:

“I don’t want to post on Instagram all the time.”

Good news: you don’t have to. Staying relevant online doesn’t mean turning yourself into a content machine or dancing on Reels (unless you want to, in which case, go for it!)

But it does mean showing up in a way that helps people find you and understand what you offer.

Here are a few non-cringe ways to do that:

1. Keep your website current.

If your homepage still says “telehealth during COVID,” *cringe*  it’s time for a refresh. Your website is your digital office. So it should feel warm, welcoming, and aligned with your current practice. Make sure it clearly states:

• Who you help

• Your areas of expertise

• How therapy with you works

• What someone can expect when they reach out

2. Start (or revive) your blog.

Blogging isn’t dead, it’s just misunderstood. A well-written blog post can do a ton of heavy lifting for your therapist marketing. It can:

• Help with SEO so more people find you

• Answer common client questions

• Show your voice, values, and expertise

• Build trust before someone reaches out to you

Don’t want to write it yourself? That’s what people like me are here for. (Hi!) 👋🏻

3. Optimize your Psychology Today profile.

You might not love the format, but it’s still one of the first places people look for information. So make yours count. Skip the clinical language and speak directly to your ideal client. Use plain, compassionate language. Let your personality come through. 

There IS a formula for Psychology Today profiles. And I follow it!

4. Show up in one place consistently.

Maybe that’s Instagram. Maybe it’s a monthly newsletter. Maybe it’s occasional guest posts on other sites. The key is to pick something that feels sustainable and aligned with your energy and stick with it. Visibility builds trust.

Your Voice Matters. So Let It Be Heard.

📣Here’s what I want you to know: the people you’re meant to help are out there. 

They’re searching. 

They’re reading. 

They’re scrolling past a lot of therapist profiles that all sound kind of the same.

And when they find you, the real you, they’ll feel it.

That’s the power of thoughtful, values-based therapist marketing. It’s not about being louder. It’s about being clearer. More intentional. More you.

Here’s Your Gentle Nudge

If your online presence feels outdated, overwhelming, or just not quite you, you’re not alone. (I hear this ALL.THE.TIME.) But you don’t have to fix it all overnight.

Start small. Refresh your bio. Add a blog post. Rewrite your homepage headline so it actually sounds like something you’d say out loud. 

Or? Hand it off. That’s literally what I do. I help therapists like you clarify your message and connect with the clients who need you most.

Because when you feel good about your marketing, you stop dreading it and start seeing it as an extension of the healing work you already do.

Want help with that? Let’s talk.

Yes, You Do Need a Blog (And Apparently, So Do I): Why Blogs Still Matter in 2025

Let me be honest with you. For a long time, I was that cobbler with no shoes. A hairdresser with split ends. A copywriter with… no blog.

Yes, it’s true. I’ve been writing blogs for mental health professionals for years about EMDR, trauma-informed care, high-functioning anxiety, how to choose the best IOP in San Diego, and whether your therapist is a robot (okay, not that one yet). But my own website? Not a single blog in sight.

Until recently.

I finally did it. I started a blog. Cue the champagne 🥂or at least a huge iced coffee. ☕️

So, what changed? Why did I finally take my own advice and start blogging for my business, Suzanne Griffin Copywriter?

Because blogs still work. Even in 2025. Even with TikTok, Reels, AI, and attention spans that rival those of goldfish, Blogging remains one of the most effective ways to connect with your audience, enhance your SEO, and demonstrate to potential clients why they can trust you with their mental health.

And I’ve got the proof to back it up, both from my clients and now, a little ironically, from myself.

Let’s dive into why you, dear therapist or mental health pro, should seriously consider getting that blog going (or revive the one that’s been collecting digital dust since 2021).

1. Blogs Build Trust (and Show You’re a Real Person, Not Just a Headshot in Cardigan Form)

Let’s face it, mental health is personal. When people scroll through therapist directories or Google “how to stop crying at work every day,” they’re not just looking for someone with degrees and certifications. They’re looking for someone who gets it. Someone they can trust.

A well-written blog shows people who you are, how you think, and what it might feel like to sit across from you in session. It brings your voice to life, before they ever click “Book Now.”

Want to show that you understand trauma, grief, high-functioning anxiety, or postpartum rage that feels like being possessed by a very tired demon? A blog can do that.

Want to educate clients about EMDR, IFS, or what actually happens in therapy? A blog can do that too.

Want to normalize crying during Target runs? You already know the answer, you smart cookie, you. 🍪

2. Google Loves Blogs (Like, Seriously Loves Them)

We can’t discuss blogs without mentioning search engines. I know, yawn. 🥱(Stick with me. It won’t hurt too much.)

When someone searches for “trauma therapy in San Diego” or “what to do after a panic attack,” Google’s little bots are zooming around the internet looking for pages that seem helpful, clear, and legit.

Static websites, meaning those with just a homepage, an about page, and a contact form, aren’t always enough to show Google that you know your stuff. But regularly posting high-quality blogs? That’s SEO gold.

Let me share a quick success story with you. One of my long-term clients gets thousands of visitors to her website. And guess what? Many of her most-visited pages aren’t her home or services page. They’re blogs I wrote. They are educational, thoughtful, keyword-rich blogs that meet people where they are.

More website visitors mean a better SEO score. A better SEO score means you’re on the first page of search engine results. It could also mean more aligned clients. More ideal clients who had already heard the practice’s voice, felt connected, and were halfway into the therapy room by the time they filled out the contact form.

It’s not magic. It’s blogging.

3. Blogs Let You Gently Educate (Without Sounding Like a Textbook)

You know how you sometimes have to explain the same therapy concepts repeatedly? Like what EMDR is, or what the difference is between anxiety and burnout. Or that setting boundaries is not the same thing as being mean.

A blog lets you share your wisdom once and reach a large audience with it. It’s like your very own therapeutic soapbox, minus the ethical dilemma of yelling at strangers.

Plus, when your future clients are up at 2 a.m., spiraling and Googling “why can’t I stop overthinking everything,” your blog could be the thing they land on. The thing that calms them down. The thing that says, “Hey, it’s okay. You’re not broken. There’s help.”

That’s powerful.

4. You Don’t Need to Be a “Writer” to Have a Great Blog (Hint: That’s Where I Come In)

“But Suzanne,” you might be thinking, “I’m not a writer. I’m a therapist. I’m good at helping people, not writing essays!”

First of all, same. I mean, I am a writer. But I’m also a mom to three teenage boys, two cats, and a rescue dog who thinks every Amazon box contains a threat to national security. So believe me when I say, you don’t need to do it all.

That’s why I do what I do.

When you hire a copywriter who specializes in mental health (hi, it’s me 👋), you’re not just getting someone who knows grammar. You’re getting someone who understands your field, your clients, your ethics, your mission, and how to translate that into warm, clear, engaging content that gets people to say, “Yes. This is the therapist for me.”

5. Blogging for Myself (Finally): A Case Study in “Practicing What I Preach”

Starting my own blog this year felt like writing my own wedding vows at a vow renewal ceremony I forgot I planned.

I kept telling myself, “My clients come through referrals. I’m too busy writing for other people. Blogs aren’t that important for me.”

But I was wrong. (Yes, I said it. I’m not afraid to admit it.)

Since launching my blog, I’ve had more visitors to my site, more inquiries from ideal clients, and, maybe most importantly, I feel more connected to the people I want to serve. (Yes, I know this is only blog post #2. But it’s nice to know I’m finally doing it.)

Because sharing your voice? It works. Even if you’re a little late to your own blogging party.

Final Thoughts: Your Blog Is a Bridge

If you take away one thing from this post (besides the irony of me touting the importance of blogs in blog #2 of my 5-year-old business), let it be this:

Your blog is a bridge.

It connects you to the people who need you most. It lets them get to know you before they ever reach out. It builds trust. It boosts your visibility. And it gives you a way to share what matters, without having to dance on Instagram or learn what BeReal is.

So yes, blogs still matter. Especially for therapists. Especially for you.

And if you’re ready to stop putting it off, I’d be thrilled to help you finally get those words on the page.

Shoes for the cobbler. Split ends trimmed. Blogs for therapists, and even for the copywriter who writes them.

Want help starting your blog (or reviving one that’s been asleep since the Obama administration)?

Let’s chat! Contact me here or check out my services to learn how I can help you share your voice with the people who need it most.

Why I Love Being a Business Owner and Copywriter for Mental Health Professionals (Even on Mondays)

Let me just start by saying: I didn’t grow up dreaming of becoming a copywriter for therapists. Some kids wanted to be astronauts. I actually wanted to be a waitress. (Dream ACHIEVED! 💪🏽)

But here I am, running my own business as a mental health copywriter, sipping coffee at 10 a.m. in yoga pants, writing about EMDR and IOPs and “parts work” like it’s my love language.

It’s weird. And it’s terrific.

So if you’ve ever wondered what it’s like being a business owner and a copywriter in the mental health space, grab a snack and settle in. I’m about to tell you all the gloriously honest reasons why I wouldn’t trade it for anything else—except maybe a rescued kitty cat that makes me coffee. (Still waiting, science.)

1. I Get to Write About What Actually Matters

Let’s face it: not all writing gigs are created equal. Before I found my niche as a mental health copywriter, I wrote about sneakers, veins, roof cleaning, and sheet metal. It wasn’t terrible, but let’s just say my soul needed a snack after that one.

Now? I get to write about trauma healing, emotional resilience, postpartum recovery, and how not to lose your mind while working a high-stress job. These are topics that actually help people. Real people. People who might Google “Why do I feel like I’m going to cry at work all the time?” at 3 a.m. and land on an article I wrote for their therapist’s website.

That’s powerful. That gives meaning to my ridiculously fast typing skills.

And when I see a mental health blog I wrote helping someone feel seen for the first time—while simultaneously driving tons of traffic to my client's site (HELLO, GREAT SEO POINTS!)—instant dopamine hit. Better than coffee. (Almost.)

2. My Clients Are the Absolute Best

There’s something magical about working as a copywriter for therapists. They’re empathetic. They communicate clearly. (Most of the time. After all, they're human, too.) They say things like “I’m noticing some resistance here” instead of “You’re being annoying,” and I’m not mad about it.

Honestly, after writing in this field for years, I’ve learned a great deal from my clients. I’ve picked up on boundaries (still working on them, but we’re trying!), emotional regulation (deep breaths count, right?), and the gentle art of validating someone’s experience even if you secretly want to scream into a pillow.

These are people doing the hard, messy, healing work. And I get to be the one who helps their message shine. I get to craft their voice, tell their story, and make sure the people who need them can actually find them online.

3. Freedom, Sweet Freedom

Let me tell you something about being your own boss: it’s not just about setting your own hours (though that is a perk). It’s about designing a life that actually fits you.

As a business owner and mental health copywriter, I can take a walk in the middle of the day and call it “creative processing.” I can say no to projects that don’t light me up. (Try doing THAT when you work for someone else.) I can pivot my niche, change my offers, or take a mental health day without asking permission from a corporate overlord named Brad.

I’m not chained to a cubicle. I’m not pretending to look busy at 4:59 p.m. I’m not hiding snacks in my desk drawer like I’m in a secret spy mission.

Okay, I still hide snacks. But now it’s because I don’t want to share them with my teenage sons.

And remember that one time I crawled under my desk to cry when I was a car insurance agent? Yeah. Good times.

4. I Get Paid to Be Curious

Being a copywriter for therapists means I get to learn all the things. Seriously. On any given day, I might deep dive into:

• The difference between CBT and DBT

• How EMDR helps with chronic shame

• What the heck “internal family systems” is (and no, it’s not a group text with your siblings)

My job is part researcher, part translator, and part therapist hype woman. And I love it.

I get to turn clinical jargon into clear, comforting, human-centered copy. I help therapists sound like themselves online: warm, trustworthy, and not like a robot-generated homepage.

It’s creative. It’s nerdy. It’s never boring.

5. There’s Room to Be Human

In this field, mental health is the thing. I don’t have to pretend to be some perfect productivity machine. I don’t have to hide when I have an off day or when my brain feels like a browser with 73 tabs open. (My fellow mental health copywriters, I know you feel me.)

In fact, my clients get it. They remind me that rest is productive. That burnout isn’t a badge of honor. That I don’t need to perform to be worthy of rest or joy or frozen pizza for dinner.

It’s a refreshing, radically accepting kind of workspace. And even though I’m technically on the marketing side of things, it often feels like I’m absorbing therapy by osmosis.

(Which is probably why I now say things like “I’m holding space for that” in casual conversations with my cat.)

6. I’m Part of the Ripple Effect

Here’s what really gets me in the feels: every therapist I write for helps dozens, maybe even hundreds, of people. And the more clients they reach, the more people get supported.

So, when I write a homepage that helps a postpartum mom finally reach out? That’s impact.

When I write a blog that reassures a burnt-out executive that they’re not alone?

That’s impact.

When I help a therapist show up confidently online so they can fill their practice with aligned clients? You guessed it: impact.

As a mental health copywriter, I may not be sitting in the therapy chair, but I’m part of the healing process. I’m part of the process of someone finding their person—the therapist who helps them navigate the complexities and the magic of being human.

And that’s more than just “good business.” That’s meaningful work.

7. The Laugh-Cry Balance Is Just Right

Look, not every day is glamorous. Some days I’m editing a blog while reheating my coffee for the third time, wearing the same sweatshirt I wore yesterday, and wondering if I should Google “how to write when your brain feels like soup.”

But you know what? Even on those days, I love what I do.

Because it’s mine. I built it. I grew it. I get to work with brilliant, compassionate people doing life-changing work. I get to use words to connect, encourage, and inspire. And I get to laugh a lot along the way—mostly at myself, sometimes at therapy memes, and occasionally at the typo that turned “licensed therapist” into “licorice therapist.”

(No judgment. I’d probably see that therapist. Sweet and supportive? Sign me up.)

Final Thoughts (AKA: Thanks for Reading My Mental Health Manifesto)

So yeah. Being a business owner and a copywriter for mental health professionals is kind of my dream job. Even on Mondays. Even when my coffee gets cold. Even when a homepage takes 47 headline drafts to get just right.

If you’re a therapist, coach, or mental health provider: thank you for what you do. 💗 I see the depth of your work, and I’m honored to be the one helping you put it into words.

And if you’re another mental health copywriter or aspiring copywriter for therapists, wondering if you should niche into this world—come on in. The water’s warm. Just bring snacks. (And maybe a thesaurus.)

Because at the end of the day, helping people find the help they need? That’s copywriting with a soul. And I wouldn’t trade it for the world.

— Suzanne Griffin Mental Health Copywriter, Copywriter for Therapists & the Occasional Licorice Specialist