When you’re setting up a counselling private practice, there’s so much uncertainty – and a lot of unwritten rules.
You might not even realise they’re there at first.
They show up in thoughts like:
- “I should offer a free introductory call…”
- “I need to fit clients in whenever they ask…”
- “I should charge less while I’m new…”
- “I can’t say that on social media…”
These ideas can help in the beginning. They give you a kind of safety net when confidence is low and you just want to do things the “right” way.
But sometimes, they become a cage.
That’s what we explore in this week’s episode of the Good Enough Counsellors Podcast, where I spoke with therapist Suzanne Wagg about how she built a private practice that works for her – and why doing things your way might be the most powerful step you can take.
If you prefer to listen, I also have a podcast that explores this topic. You can listen below.
If you would like to subscribe to the podcast, click here.
How Suzanne Built Confidence in Her Counselling Private Practice
Suzanne runs her counselling private practice from a garden office in Lichfield. It’s a space that reflects her and how she works. The chairs aren’t set opposite each other. They’re placed side by side.
Not because that’s what she was taught. But because, as she puts it, sitting face to face felt too much – for her and many of the clients she sees. Being side by side invites a different kind of openness.
It’s a brilliant metaphor for everything else Suzanne shared in our conversation.
Because so much of her story is about gently stepping away from the “shoulds” and asking: what actually feels right?
“When I’m connected to my soul, that’s when the best work happens.”
– Suzanne Wagg
Do Therapists Have to Offer Free Introductory Calls?
It’s something I often hear asked – therapists feeling like they have to offer a free 20-minute call because “that’s just what you do.”
Suzanne does offer them, but she does it in a way that works for her: she sets the boundaries clearly, communicates her values, and treats it as a two-way check-in – not a sales pitch.
And that’s the point. There’s no universal rule. You can choose whether or not you offer free calls as a therapist. And if you do, you get to shape how they work.
What Confidence Looks Like for Real Therapists (Not Just Online)
Suzanne’s confidence didn’t come from a masterclass or a marketing course. It came from doing – trying things out, seeing what worked, tweaking what didn’t, and not being afraid to be human in the process.
She shares about how scared she felt to publish her first directory profile. How she worried about saying the wrong thing on social media. How even now, she second-guesses herself some days.
But she also kept going. And slowly, she built a private practice that really fits – not because she followed a formula, but because she stayed true to herself.
How to Run a Counselling Private Practice That Suits You
Suzanne’s story is full of lovely, unexpected details that show how she’s built something truly personal:
- A flexible diary that accommodates shift workers, not a rigid 9am – 5pm model
- Monthly or bimonthly wellbeing check-ins for long-term clients
- Social media posts that include cake mishaps, cat interruptions, and yoga fails
Her advice?
Don’t get stuck in comparison. Don’t try to copy someone else’s version of success.
Instead, build a practice around your energy, values and life – not the other way around.
You Don’t Need More Rules – Just More Trust in Yourself
So many therapists I work with struggle with confidence in private practice – especially when they’re not getting the results they hoped for straight away.
Suzanne’s story is a beautiful reminder that you can find your way of working. And often, the more you trust yourself, the more things begin to fall into place.
Want Support as You Build Confidence in Private Practice?
If Suzanne’s story resonates with you – and you’re finding it hard to know what’s right for you – you’re not alone.
In Therapy Growth Group, we support each other to grow in confidence, try things out, and make decisions that align with our energy, values and lifestyle. There’s no “one-size-fits-all” model — just honest conversations, peer support, and the chance to talk things through on live calls.
You don’t have to figure it all out by yourself.
Find out more about Therapy Growth Group here.