Starting a private practice as a counsellor is an exciting journey, but one of the initial challenges many face is writing a compelling therapy directory profile. This task can feel daunting, especially when you’re trying to stand out among thousands of other therapists. In this blog, I’ll guide you on how to make your profile attractive to clients, ensuring a steady flow of people to your practice.

If you prefer to listen, I also have a podcast that explores this topic. You can listen below.

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The Power of a Well-Written Profile: A Personal Story

When I launched my private practice in 2012, I was sought out by a charity who were looking to fund counselling for one of their users. They chose me because my therapy directory profile highlighted unique skills and knowledge from previous work experiences, not just my counselling qualifications. This led to a long-term client relationship over several years, proving the impact of a well-crafted profile.

Then ten years later, this same client reached out again, even though my directory entry had been inactive for several years. This experience underscores the importance of investing time in your profile—it can bring in new and recurring clients over the years.

Writing Your Directory Profile

Many counsellors believe directories don’t work for them. I truly believe the opposite is true.  It’s not that directories don’t work – it’s that people don’t know how to write them in a way to attract clients. Once therapists have implemented the simple changes I suggest they make, they increase the number of enquiries they receive.

I’d love to encourage you to take a leap of faith and put your therapy directory profile listing out into the world. In this series of blogs, I’ll explore the do’s and don’ts of writing your directory profile to help you succeed. Remember, directories can be a powerful tool if used correctly.

If you need more personalised guidance, consider joining Therapy Growth Group and complete the Make Your Profile Work training. This programme includes training on what to include in your profile and you’ll be able to get feedback from myself and other group members to tailor it to your specific situation. 

Understand Client Needs: People Don’t Think “I Need Counselling”

It’s crucial to understand that potential clients don’t lie awake at night thinking, “I need counselling.” Instead, they lie awake at night thinking about their problems — whether it’s anxiety, depression, relationship issues, or any other personal struggles. They worry about their specific issues, not about needing cognitive behavioural therapy or any other modality.

Clients are more likely to seek out therapy when they feel understood and when their specific problems are acknowledged. This is why your therapy directory profile should focus on the issues your potential clients are facing, rather than listing therapeutic modalities. By addressing the problems directly, you create a connection and show empathy.

Furthermore, consider the readability of your profile. Most adults in the UK read at a level equivalent to a 9-14-year-old, so it’s essential to use simple, clear language. 

Avoid Technical Jargon: Speak Your Client’s Language

Using technical terms or listing extensive qualifications can frighten or alienate potential clients. Instead, describe the problems you help with in everyday language. Clients are looking for someone who understands their specific issues, not necessarily the most academically accomplished therapist.

Avoid jargon that might be confusing or meaningless to potential clients. Instead, use language that resonates with their experiences. For example, instead of saying  “you have trouble setting boundaries” you can say “you’re feeling exhausted because everyone keeps making demands on your time”

Building Trust Through Relating to Clients

Imagine you’re a client looking at profiles. Would you choose someone who lists complex problemss or someone who speaks directly to your concerns? Focus on demonstrating understanding and empathy for the problems your clients face.

Think about how your clients describe their own issues. They might say, “I can’t sleep because I’m constantly worried,” rather than, “I need treatment for anxiety.” In your profile use the typical words and phrases your clients would choose to mirror their concerns. This not only helps in making your profile more relatable but also improves your visibility in search engines, as clients are likely to use these common terms when looking for help online.

Incorporating relatable, problem-focused language in your profile demonstrates that you understand your client’s needs and are equipped to help them. This approach can significantly increase the chances of potential clients choosing you over others who use more technical or impersonal language.

Less Is More: Quality Over Quantity in Your Profile

Remember, people are seeking someone who understands and can help with their current struggles. Don’t overwhelm potential clients with a long list of qualifications and CPD courses. Highlighting a few key points is more effective than a lengthy CV.

Above all, write for your clients, not your peers. Potential clients aren’t interested in therapy jargon or specific modalities. Make your profile accessible by using simple language and focusing on the client’s perspective. This approach makes it easier for them to see you as a helpful, approachable therapist.

Connect with Clients by Addressing Their Specific Issues

Use language that resonates with your clients’ experiences. Instead of using clinical terms, describe how they might be feeling. 

For instance, someone experiencing depression might relate more to phrases like “feeling down” or “lacking energy” because they don’t realise that their condition is called “depression”.  If they solely read the word depression, they may exclude themselves on the basis this does not apply to them.  If you’re worried about missing people who are looking for the word depression, you can include it in addition to describing their feelings or by ticking the “depression” box under the issues you cover.

Ultimately, by putting yourself in your client’s shoes and thinking about their specific worries and the language they use, you can craft a directory profile that truly speaks to them and meets their needs. This empathic and accessible approach will both attract more clients and also help them to trust you from the very first time they read your profile.

Recap: The Key to a Successful Directory Profile

  • Use simple, clear language: avoid technical terms and jargon.
  • Focus on client needs: speak to the problems they are facing.
  • Highlight understanding and empathy: show that you understand their struggles.
  • Avoid overwhelming details: keep your qualifications brief and relevant.

Creating a profile that resonates with potential clients will lead to better matches, recurring bookings, and referrals. Your directory entry can become a reliable source of clients for years to come.

Ready to Write Your Directory Profile?

Creating an effective therapy directory profile is crucial for attracting and retaining clients. By using simple, clear language, focusing on client needs, and demonstrating understanding and empathy, you can make your profile stand out. If you need help writing your profile, please get in touch to find out how I can support you.