When you’re trying to grow your private practice it’s important to think about what might be missing from your profile. Inadvertently, if you’re not including an equality and diversity statement, you may be missing out on clients who need to know that they’re safe with you. A well crafted inclusion statement helps potential clients feel seen and reassured that your practice is a welcoming space.
Equality and diversity statements don’t just reflect your values – they can also help you to attract clients.
This blog is based on an episode of my Good Enough Counsellors podcast, where I share a story of nearly contacting a therapist – and why I didn’t. I also explore how therapists can use inclusion statements to build trust right away from the very first glance at their profile.
If you’d like to listen to the podcast, you can do so here:
If you would like to subscribe to the podcast, click here.
Why Inclusion Statements Matter
Recently, I was looking for a therapist. They ticked a lot of boxes – they had experience in the area I wanted help with, and the profile was very clearly aimed at someone like me. But there was nothing on their profile that suggested they were affirming of LGBTQ+ people.
And that matters to me. I’m the parent of transgender children. Some of the things I want to talk about in therapy relate to them. I need to know that I’ll be heard without judgment – that I won’t be challenged or dismissed. And if a therapist hasn’t even thought to say something inclusive, it makes me pause.
Could I have emailed them and asked? Yes. But the fact that I’d have to – and that it wasn’t already there – gave me the answer I needed.
And I’m probably not the only one.
One of my Therapy Growth Group members posted a simple “Love is love is love” message during Pride Month and received critical, trolling comments. It reminded me just how hostile the online world can feel – not just to LGBTQ+ people, but to other minority groups too.
For clients who are already vulnerable, even just wondering whether their identity will be accepted in the therapy room adds another layer of uncertainty. If our profiles are silent, people may read that as a lack of safety. They may never approach a therapist.
What Stops Therapists from Writing an Equality and Diversity Statement?
1. “I don’t know enough.”
This is the most common worry. But you don’t have to know everything. Just showing that you’re open, reflective, and committed to learning is enough. Humility is a great starting point.
You can always write a draft and take it to supervision, ask for peer feedback, or talk about it in a trusted group. You don’t have to get it perfect before you begin.
2. “I don’t know what to say.”
When I started preparing for my podcast, I went searching for guidance. I read through the BACP’s Good Practice Guidelines and searched online – but couldn’t find much about how to actually write an inclusion statement.
And maybe that’s a good thing. Maybe it’s not about copying and pasting a generic paragraph – but about writing something real, something that reflects who you are.
Doing the work of reflecting on your values might take more time, but it means your statement is far more likely to be meaningful (and not just something that ticks a box).
3. “I don’t want to sound performative.”
This one comes from a good place. It means you care about your integrity.
But here’s the thing: silence can also be read as a message. If someone doesn’t see anything on your profile about inclusion, they might not assume you’re being modest – they might assume you haven’t thought about it.
Saying something – even something simple and honest – is often better than saying nothing at all.
Want some help working out what to say – or how to say it in a way that feels like you?
Inside Therapy Growth Group, we’re spending time working on identity, values, and how to express who you are as a therapist. You’ll get access to training, feedback, and a community that genuinely wants you to grow.
👉 Join us at josephinehughes.com/therapy-growth-group-offer
What to Include in an Equality and Diversity Statement
You don’t need to write a full policy document. Just a few thoughtful sentences can be enough. Here’s what you might include:
1. A Clear Welcome
Let people know that they’re welcome in your practice. You might say:
“I welcome people of all backgrounds, including LGBTQ+ clients, neurodivergent people, people of colour, disabled clients, and those from all faiths and cultures.”
Tailor this to reflect your practice and your voice – but try to avoid long checklists that sound copied.
2. Affirmation, Not Just Acceptance
Go beyond saying you “work with” certain groups. Make it clear you affirm their identities.
“I work affirmatively with transgender clients and aim to offer a space where your identity will be respected and valued.”
This is especially important for marginalised clients, who may have experienced therapy that has tried to “fix” or invalidate them.
3. Your Own Position or Privilege
It’s okay to name your own perspective and how you’re approaching the work.
“As a white, cisgender therapist, I’m aware of the power dynamics that can exist in therapy. I aim to create a respectful and inclusive space where all aspects of your identity are welcome.”
You might not need this in every case, but for some clients, it helps to know you’ve thought about it.
4. A Commitment to Learning
This can be simple, but it speaks volumes.
“I’m committed to ongoing learning about equality and inclusion, and I regularly reflect on this in supervision.”
Or, if you’re just starting out:
“I know I won’t always get everything right, but I’m open to learning and welcome feedback.”
5. Relevant Experience or Training
You might want to include any specific experience, placements, or CPD:
“I’ve completed additional training in working affirmatively with LGBTQ+ clients and have experience supporting people navigating faith and identity.”
But only include this if it’s relevant – and make sure it feels like a natural part of your statement, not a list of qualifications.
Therapist Websites That Get It Right
If you’re looking for inspiration, here are two great examples:
- Jennifer Snow: On jennifersnowcounselling.co.uk, the second sentence of her profile reads: “My name is Jen and my pronouns are she/her.” It’s simple, but immediately tells you something important. She also mentions neurodivergence, anti-racism, and her values throughout the site.
- Louisa Harvey: psychodynamictherapybirmingham.co.uk is a brilliant example of a therapist website that’s clear, grounded, and human. Louisa speaks about her experiences and values in a way that shows her commitment to anti-oppressive practice.
These sites don’t feel corporate or “cookie cutter” – they feel real. And that’s what makes them so effective.
What If You Get It Wrong?
I’ve been in situations where I’ve accidentally misgendered people and needed correction. What I have found is my genuine desire to get it right speaks volumes. It makes it easier for someone to gently remind me of correct pronouns and with an apology, we’ve been able to move on.
We’re all going to get things wrong sometimes. But when we show that we’re open to being corrected and learning, it builds trust. You don’t need to be perfect – you just need to show you care.
You Might Be More Inclusive Than Your Profile Suggests
If you’ve read this far, the chances are you already care deeply about being inclusive. The question is – does your profile reflect that?
If not, now’s a great time to make a change. You could draft something this week. Talk it through with a peer. Ask for feedback in supervision. See how it feels.
Because inclusion isn’t just about who you’re happy to work with – it’s about who feels safe enough to reach out.
Want Support?
Inside Therapy Growth Group, I have training on identifying your values and showing up in your marketing in a way that feels natural and authentic.
If you’re not quite sure what to say — or how to say it — this is a great space to explore your identity as a therapist and how to bring that into your profile.
👉 josephinehughes.com/therapy-growth-group-offer
Let’s help people feel welcome, from the very first glance.