If you’re interested in attracting new clients to your private practice, you may be asking yourself: “How do I find my niche?”
It can feel like something you’re supposed to work out early on. As if everyone else knows exactly who they work with, while you’re still trying to find your feet.
But the truth is, for many therapists, a niche doesn’t arrive fully formed.
It grows over time.
In this week’s podcast episode, I spoke with counsellor Julie Wales, who shared how her own practice evolved into working with neurodiverse couples. What’s so lovely about Julie’s story is that it didn’t come from a big strategic decision.
It came from paying attention.
You can hear Julie’s inspiring story here:
If you would like to subscribe to the podcast, click here.
Your Niche Often Starts With Your Story
Julie’s journey into counselling began through her own experience as a parent of children with additional needs.
At the time, she wasn’t thinking about building a niche. She was trying to understand, to cope, and to connect with others going through something similar.
Over time, that experience shaped the work she was drawn to. She began supporting parents, then families, and eventually couples where neurodiversity was part of the relationship.
If you’re wondering what your niche might be, it can be helpful to ask yourself:
- What experiences have shaped you?
- What do you naturally feel drawn to?
- What conversations do you find yourself having again and again?
Your niche is often already there, quietly taking shape without you noticing.
You Don’t Need to “Declare” Your Niche
One of the things Julie shared is that she never set out to become “the expert” in her field.
Instead, she kept showing up.
She talked to people, connected with others, and shared what she knew in a natural way. Over time, people began to associate her with neurodiversity and relationships.
This is often how becoming known happens – not through making bold claims – but through consistency.
So if you’re holding back because you don’t feel “expert enough”, it might help to remember:
You don’t need to have all the answers to begin.
Being Clear Helps Clients Find You
One turning point in Julie’s practice came when she updated her website. She added a dedicated page about working with neurodiverse couples and almost immediately, enquiries began to change.
Not because she had suddenly learned something new but because she had made it clearer who she helps.
This is something I see often.
Therapists are often already doing the work, but it’s not reflected by your website. This means that potential clients don’t always recognise that you’re the right person for them.
Sometimes, small changes in how you describe your work can make a big difference – in Julie’s case, just adding one simple page.
Blogging Can Help You Become Recognised
Julie also spoke about the role her blogs have played in her practice.
She writes regularly about the issues her clients are facing, and those blogs are often how people find her. In fact, she shared a lovely moment where a new client brought a printed copy of one of her blog posts into the session.
That’s the power of writing in a way that connects. Blogging isn’t about being perfect or writing something groundbreaking – it’s often about helping someone feel seen.
If someone is searching late at night, trying to make sense of what they’re going through, your words can be the thing that helps them take that next step.
Your Niche Develops as You Go
One of the most reassuring parts of Julie’s story is that nothing happened overnight. Her practice grew gradually. She followed what people needed, noticed patterns, and allowed her work to evolve.
That led to:
- working with couples
- creating a support group for women
- developing new ways of helping clients beyond one to one work
If you’re at the beginning (or even somewhere in the middle), it’s okay not to have everything worked out.
You don’t need a perfect plan.
You just need to keep going.
A Gentle Reminder
If you’re feeling unsure about your niche right now, you’re not behind.
You’re in the process.
Your niche is not something you have to force.
It’s something you grow into.
FAQ
How do I find my niche as a therapist?
Start by noticing who you enjoy working with and what themes come up repeatedly in your sessions. Your niche often develops naturally over time rather than being something you decide instantly.
Do I need a niche to get clients?
You don’t need a niche to begin with, but having some clarity about who you help can make it easier for the right clients to find you.
How can I attract more therapy clients?
In addition to therapist directories, clear messaging on your website, blogging, and building connections with others can all help. Often it’s about being visible in a way that feels natural rather than trying to force yourself into doing something that isn’t you.
Does blogging really help therapists get clients?
Yes, blogging can be a powerful way for potential clients to find you through search engines. It also helps people understand how you work and whether you’re the right fit for them.
What should therapists blog about?
Write about the questions your clients are already asking. Think about what people might be searching for when they’re struggling and use your blog to offer helpful, relatable content.
Want Help with Blogging?
If blogging is something you’ve been meaning to do but keep putting off because you’re not sure how, help is available.
Inside Therapy Growth Group, I have a dedicated blogging course designed specifically for therapists. It will help you:
- Come up with blog post ideas
- Choose titles that connect with potential clients
- Make the most of search engines like Google and AI
And help you establish a blogging ‘habit’ with the power of accountability and dedicated co-working sessions.
You don’t need to be a “writer” to blog.
You just need to be willing to help.
You can find out more about Therapy Growth Group here.