Have you ever sat down to write your therapy profile and found yourself stuck? Maybe you start typing but everything sounds a bit too formal – or worse, it sounds like every other profile you’ve read. It’s tricky to know what to say without falling into jargon or generic phrases like “safe, non-judgemental space”.
However, when you focus on how to write a therapy profile that attracts clients – whether it’s for Counselling Directory, Psychology Today or BACP Find A Therapist – it’s all about making a genuine connection. Clients aren’t searching for qualifications, they’re searching for someone who really understands how they feel.
In this blog, I’ll share what I’ve learned about writing profiles that speak to the heart of your clients’ struggles and make them want to reach out to you.
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.
Why Most Therapist Profiles Get Overlooked
If you’ve ever scrolled through a therapist directory like Counselling Directory, you’ll notice how many profiles sound similar. Many therapists will say something like “I offer a safe, confidential space” and this becomes meaningless when everyone says the same. Likewise, trying to cover all the possible problems that potential clients experience means you won’t stand out.
Profiles like these tend to blur into the background because they don’t speak to the client’s unique needs.
When you’re thinking about how to write a therapist directory profile that attracts clients, remember:
Generic profiles don’t connect: Clients are looking for specific, relatable experiences, not catch-all descriptions.
Listing qualifications isn’t enough: While credentials matter, they won’t make your profile stand out if they’re front and centre without a clear connection to the client’s struggles.
Jargon turns readers off: Using terms like “emotional regulation”, “trauma” or even “abuse” can confuse or alienate people if they don’t see those words as part of their own story.
Why a Clear Niche Helps Your Therapist Directory Profile Stand Out
Profiles that attract clients aren’t vague – they’re clear about who they help. If you try to speak to everyone, you end up speaking to no one.
Think about your ‘ideal client’ – the type of person you’d love to see more of in your counselling room:
- What struggles do they have?
- What language do they use to describe those struggles?
- How do you already support similar clients?
By focusing on these questions, you’ll naturally narrow your niche and write a profile that makes clients feel seen and understood.
Want help identifying your niche? Inside Therapy Growth Group, I’ve created a programme to help you discover the clients you love working with, clarify your niche, and write a profile that speaks directly to them. If you’re ready to stand out in your directory, click HERE.
How To Write a Therapy Profile for Directories Like Psychology Today
Here’s how to write a therapy profile that attracts clients – whether it’s for BACP Find a Therapist, Counselling Directory or another website.
Speak your client’s language: Think about the words clients use when they describe their problems. Instead of “I work with low self-esteem,” say “You might be feeling like you’re constantly questioning yourself, even when others are reassuring you.”
Show empathy, don’t just tell it: Avoid saying “I’m non-judgmental” and instead write in a way that shows understanding. A line like “You might feel exhausted from trying to hold everything together without anyone noticing” shows you get it
Focus on their struggles, not your approach: Clients are looking for someone who understands what keeps them up at night – not someone listing their therapy modalities. Lead with their problems, and keep your methods in the background.
Niche naturally: Rather than stressing over finding a niche, think about the clients you love working with already. What patterns emerge? That’s your niche calling you.
Final Thoughts on How to Write a Therapist Profile That Attracts Clients
If you’re updating your profile, remember: clients don’t think “I need therapy,” they think “I feel overwhelmed,” or “I’m stuck and don’t know how to fix it.” Your profile needs to speak directly to those thoughts.
When you write with empathy, focus on the client’s experience, and use clear, simple language, you’ll stand out – and attract the clients you’re meant to help.
Ready to Make Your Profile Work?
If writing your therapy profile feels like a struggle, I’m here to help. In Therapy Growth Group, the How to Write Your Profile training includes:
- A step by step programme that takes you through everything your profile needs, from defining your niche to find the right words to connect with clients
- Live workshops where you can ask questions and find the accountability to write it
- Peer support, templates and personal feedback
Sign up now – and let’s make your profile shine