“How do I get therapy clients?” It’s one of the most common questions counsellors ask when they start private practice. The answer might not be what you expect.
Many new therapists believe clients are drawn to perfection — the polished profile, the perfect room, the counsellor who has everything “together.” But in reality, clients often connect most with therapists who feel human, relatable, and safe.
In this episode of Good Enough Counsellors, I talk with Samantha Lee about how she built her practice not by being perfect, but by showing up as herself.
Listen to the full episode here to hear Samantha’s story in her own words:
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What Attracts Therapy Clients
Samantha discovered that while qualifications and professionalism matter, they aren’t what makes the real difference. Clients are often looking for connection. When she stopped trying to look like the “perfect therapist” and began sharing her own reflections, people felt able to reach out.
(Hear Samantha explain how sharing her poetry unexpectedly grew her following and attracted clients in the full episode.)
Why Being Real Builds Trust
Therapists often worry about showing vulnerability, but Samantha found that being open about her own humanity helped clients feel less alone. Sharing parts of herself — in balance, and always with care — created trust and safety.
That honesty showed clients she wasn’t above them or “sorted” in a way they could never be. Instead, she was real.
Simple Ways to Get Therapy Clients
So what can you do to bring in clients without chasing perfection?
- Show you’re human. Share reflections or insights that let people see you understand what it feels like to struggle.
- Share consistently. Whether it’s social media, blogs, or networking, being present over time builds recognition.
- Don’t wait to be perfect. Clients connect with you as you are, not with an imagined “perfect therapist.”
These are often the small but powerful steps that bring people to your door.
Redefining Success in Private Practice
Samantha also reminds us that success doesn’t have to mean 20+ clients a week. A sustainable practice is one that works for your life, your energy, and your needs.
Samantha shares more about her journey into inner child work, the challenges she faced, and how she looks after herself in the full conversation. Listen here.
Final Thoughts
If you’re wondering how to get therapy clients, remember Samantha’s example: it’s not about being perfect. It’s about being real enough that people feel safe with you.
Therapy Growth Group
If you’ve ever worried you’re not “sorted enough” to attract clients, you’ll find lots of reassurance in Therapy Growth Group. We work together on practical, doable steps to build your practice – without the pressure to be perfect. You’ll find support, coaching, and encouragement from other counsellors who get it. Find out more HERE.