Do you ever feel private practice marketing is pushy or overwhelming?
Therapist Becky Willoughby offers a refreshing alternative: growing through connection, care, and community. She runs Willow Therapy Tring and has built a thriving practice without relying on hard sales tactics. Instead, she focuses on creating real relationships, both online and offline, and making her therapy space a welcoming haven for clients.
In this episode of Good Enough Counsellors, Becky talks about how she grew her therapy practice in a way that feels true to her values. We cover everything from her court-appointed work supporting families to the importance of a calming, sensory therapy room, and how slowing down later in life has helped her avoid burnout.
Listen to the full podcast episode here:
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How to Attract Therapy Clients Without Hard Selling
One of the biggest takeaways from my chat with Becky was her approach to social media. Rather than seeing it as a sales tool, she uses it to offer connection and comfort to the people who follow her. Becky shares relatable, down-to-earth posts about themes that come up in the therapy room, offering moments of reflection and encouragement to people who might be struggling.
She doesn’t use Facebook or Instagram to fill her diary – she focuses on giving something of value. Ironically, this softer approach often leads to people connecting with her services when they need them most. And in the podcast, she shares how she overcame fears about “showing her face” on social media.
The Importance of a Welcoming Therapy Space
For Becky, the therapy room is more than just a setting — it’s a therapeutic tool in itself to nurture connection. She’s created a space filled with comforting textures, creative resources, and sensory elements that help both children and adults feel at ease.
She explains how her environment is especially important when working with children and families, supporting clients to regulate their emotions and feel safe.
In the podcast, Becky talks about how the room evolved from her own inner child work, and why sensory tools like soft blankets and creative props can be transformational in therapy. She also uses story cards, crystals, and other tactile tools to support clients of all ages in expressing themselves and finding moments of calm.
Growing a Practice Through Word of Mouth, Referrals, and Community Links
While social media offers connection, Becky’s main sources of clients are her website, word of mouth, and referrals from schools and GPs. She highlights how investing in a good website, maintaining strong community relationships, and being visible locally helped her grow steadily over time.
Her court-appointed work supporting families through divorce is also a key part of her practice. Becky talks about the deep satisfaction of helping families reduce conflict and focus on their children’s well-being.
Becky shares practical advice on how to get your name known in your local area and why it’s worth thinking beyond online marketing – hear more in the full episode.
Why Slowing Down Can Help You Avoid Burnout
In the second half of her life, Becky has chosen to slow things down. Moving to the Cotswolds and creating more space in her week has allowed her to recharge, enjoy simple pleasures, and continue to love her work. She explains how learning to listen to her body, embracing a slower pace and connecting with herself has been essential to maintaining a thriving practice.
Ready to Grow Your Therapy Practice by Nurturing Connection?
If you’re looking for ways to build a private practice that feels good to you — without constant hustle — Therapy Growth Group can help. Inside the group, you’ll learn how to nurture genuine connection in your marketing, from writing profiles that speak to your ideal clients to creating social media posts that feel natural and authentic. Plus, you’ll get support from me and a community of therapists working to grow their practices in ways that feel sustainable and aligned to their values.
Find out more and join Therapy Growth Group here.