When someone decides to pursue therapy, locating the best service provider can feel daunting. While most tend to begin searching online, they’ll likely end up on a common search directory like Psychology Today or Good Therapy. Once a client accesses your profile, you have only seconds to make a first impression and connect with them. This post will provide you with some tips and tricks to craft a Psychology Today profile that attracts your ideal clients.

Speak to your ideal client

Before you even begin writing your profile, you must know exactly who you’re speaking to. Take some time to sit down and visualize your ideal client.

Who are they?

Reflect on your passions and the work that leaves you feeling excited and energized. Consider the topics or challenges that you enjoy the most when working with clients.

Assess your strengths and think about the therapeutic approaches or techniques that you know like the back of your hand. Your ideal clients will likely benefit most from the skills and methods you’re best at delivering.

Analyze past success stories: Look at your past clients—who have been the most rewarding to work with? Identify specific patterns like age, issues, or life stages that align with your expertise.

 Evaluate client challenges: Identify the specific struggles or challenges your ideal clients face. Are they dealing with anxiety, relationship issues, life transitions, or other concerns? Knowing this can help you target the right audience.

Focus on your niche and keywords

Your niche is your superpower. It can often set you apart from other clinicians and can help in attracting your ideal clients. Specialize in perinatal work and Internal Family Systems? Be sure to sprinkle in those keywords in multiple places in your bio. 

Spoiler Alert: It’s not about you

Although your Psychology Today bio is about you, it’s not really about you. If your profile is heavily infiltrated with words like “me” and “my,” it’s difficult for clients to see how you can actually help them. Once you’ve nailed down the details of your ideal client, imagine you’re writing your profile to speak only to them.

How will you help them?

When clients are searching for a provider, they’re struggling and looking for support. Some clients may feel hopeless and have little faith that better days are ahead. Your profile is your chance to show them it’s possible. Instead of talking about how you can help, tell them what the end result will look like. 

Instead of saying: “I help clients manage their symptoms of depression by using tools from dialectical behavioral therapy and mindfulness. 

Say: By using a client-centered approach and integrating tools from DBT and mindfulness, you’ll gain the necessary skills to manage symptoms of depression and reclaim the joy in your life. 

Avoid complicated lingo

When potential clients are viewing your Psychology Today profile, they want information that’s digestible and easy to read. If a potential client with no background in mental health is viewing your profile and sees CBT, DBT, IFS, C-PTSD, chances are they are going to give up on deciphering what it means and head to the next profile.

Although some clients may be well versed in mental health (and may be clinicians themselves), imagine that your clients are seeing these words for the first time. Leave out the acronyms, complicated clinical jargon and keep your text easy to understand.

Keep your personal details scarce

Does your client care about where you went to school? Maybe. Do they care more about whether you can actually help them? Absolutely.

Highlight your process and approach

Although your Psychology Today isn’t all about you, it’s important to highlight any additional certifications and training that will appeal to your ideal clients. Work with couples and have training in the Gottman Method or Emotionally Focused Therapy? Be sure to highlight this in your profile. 

Is your approach warm? Inviting? Direct? Do you like to use humor? Touch on these parts of your approach, too. It saves the client time by finding an approach that aligns with their values. 

Aesthetics & Logistics

Have a professional (or professional looking) photo

As a former marketing representative for a behavioral health hospital, I’ve seen a ton of “professional” photos. Anything from poorly lit selfies to sitting shirtless in a life jacket. 

While having some professional headshots isn’t within everyone’s budget, set aside some time to take a high-quality photo of yourself. Find a blank wall or position yourself in a spot in your office that looks inviting. Use a tripod, get creative in propping up your phone or better yet – ask a family member or friend to take the photo for you. 

Having a photo that’s a little fancier than a selfie can make a HUGE difference in appealing to clients. They’re more likely to click on your profile if your photo looks professional and inviting. 

Psychology Today also gives providers the option to upload a short intro video on themselves – take advantage of this! It gives potential clients the opportunity to hear DIRECTLY from you about how you can help them. 

Utilize Target Locations

In your profile there’s an option to “target your listing” and add four additional locations. Think of large neighboring cities and add their zip codes to attract more clients to your Psychology Today profile. This is especially helpful for clinicians that may practice in rural areas and want to enhance their visibility.

Update your Psychology Today profile regularly

Whether you’ve gained an additional certification, paneled with more insurance or changed your rates, make sure that your Psychology Today profile remains current and updated. Providing clients with inaccurate information can be a deterrent in following through with your services. 

Cost transparency

For clients that are privately paying for therapy, the financial cost can sometimes be burdensome. Be transparent in your prices that are reflected in your profile so clients can decide whether your services will be affordable. 

Have a clear call to action in your Psychology Today profile

Updated contact information

Perhaps the most important part of your Psychology Today profile is ensuring your contact information is correct and current. Be sure to double-check your phone number, website link, and address.

Do you offer a free consultation?

While it’s not every therapist’s cup of tea, encourage clients to schedule a free 15-minute phone consultation if it’s a service that you offer.

Ask a colleague to review your profile

Once you have your first draft completed, consult with a friend to look it over and provide any feedback they may have. Save what you have and come back to it again in a few days with fresh eyes. Make any edits as you see fit and hit publish, time to let your profile do the work!

I can write your Psychology Today profile for you!

If you’re looking to start 2025 with a new and improved Psychology Today profile, I’m happy to help. Reach out to me via my contact page and I’ll craft a client-focused profile that highlights your expertise and draws in your ideal clients.