AI tools like ChatGPT are starting to influence how clients search for therapists. Instead of only using directories, people may now ask AI for recommendations or guidance. This blog explains what this shift means for therapists, how AI finds and presents information, and simple steps therapists can take to stay visible online – such as answering common client questions, making websites easy to read, and creating clear, conversational content. AI isn’t replacing therapy directories, but it is creating new pathways for clients to find therapists.
Introduction
Many therapists I speak to are concerned about what seems a decline in enquiries and are asking:
“Are directories still working – and what happens if clients stop using them?”
It’s understandable. The way people search online has changed more in the past 18 months than in the previous decade. And one of the biggest shifts is the rise of AI tools like ChatGPT, Gemini and voice assistants. Instead of typing questions into Google, people are increasingly asking a tool to give them a straight answer.
And clients are no different.
Some therapists are already hearing things like:
“I found you via ChatGPT.”
It’s new. It’s strange. And it raises a very real question:
If AI tools start recommending therapists directly, what does that mean for your practice?
I recently discussed this on the Good Enough Counsellors podcast and you can access the full episode here:
If you would like to subscribe to the podcast, click here.
AI isn’t replacing directories … but it is changing the way people search
For now, directories remain one of the key places people search. But AI has created an extra step in the process. Someone might ask an AI tool:
- “How do I find a good therapist?”
- “What kind of therapist helps with anxiety?”
- “Who can I talk to near me?”
And instead of showing a list of websites, the AI may:
- summarise an answer
- link to a relevant blog
- recommend a therapist’s website
- pull information from social media
So therapists who write helpful, clear, everyday content may start being found – even when the client never typed “therapist near me” into Google.
This is where AEO (Answer Engine Optimisation) comes in. It’s simply the idea that AI tools pull answers from content that is clear, structured and relevant to the questions people ask.
You don’t need to be techy to benefit from it.
How therapists can stay visible in an AI-driven search world
Here are a few small steps that make a big difference:
1. Answer the questions clients actually ask
Think about the real-world questions people bring to you:
- “How do I know if therapy will help?”
- “What happens in the first session?”
- “How do I choose someone?”
- “Why am I suddenly anxious again?”
When AI tools pull answers, they favour clear, useful content written for humans.
2. Keep your online presence “AI friendly”
This doesn’t mean being everywhere. But it does mean:
- your website loads reasonably fast
- your photos aren’t enormous files
- your practice’s social media (if you use it) is a professional, public account
- your content uses everyday language
AI tools scrape the public web. If your content is reachable, it’s usable.
3. Create short, structured content
AI likes clarity. Humans do too.
Use:
- headings
- short paragraphs
- bullet points
- quick summaries
This helps your reader – and it helps AI understand your page.
4. Keep your content fresh
Posting a blog every week isn’t necessary. Consistency is what counts.
Updating your website or adding new content every so often helps AI recognise that your practice is active and relevant.
So is AI replacing directories?
No. But it is changing how people arrive at your practice.
Think of it less like replacement and more like extra pathways being built – pathways that lead to therapists who:
- write in a human way
- speak to real questions
- share their expertise gently and clearly
- show up online
AI doesn’t replace relationships. It simply amplifies the places where relationships begin.
And if this feels like a lot … you’re not behind
None of this requires a big overhaul. You can weave it into things you’re already doing – your blog, your About Me page, your directory profile, or the occasional social media post.
We’re all learning as we go. Even the people designing these tools don’t have all the answers.
Want some help getting started?
If you’d like support with blogging, writing your website, or simply understanding how to show up online in a way that clients (and search tools) can actually find, you’re welcome to join Therapy Growth Group.
Inside, you’ll find:
- training on blogging
- guidance on writing for visibility
- weekly support to help you take action
- a friendly community of therapists who are learning alongside you
It’s a warm space to grow your practice without pressure – and a great place to get confident with all of this.