Therapists and counsellors in private practice need a steady flow of new clients, but marketing a mental health practice comes with ethical limits that most marketing advice ignores. The good news: educational content that helps people understand their options works well and stays within the rules.
The short answer: market a therapy practice with clear, educational content about the issues you treat and how therapy works, a simple and accurate website and directory profiles, and an easy way to book a consultation. Avoid soliciting testimonials from current clients: the American Psychological Association’s Ethics Code (Standard 5.05) says psychologists do not solicit testimonials from current therapy clients or others vulnerable to undue influence. Other licensing bodies have similar rules, so check yours.
The ethical limits to know
| Area | What to watch | Source |
|---|---|---|
| Testimonials | Don’t solicit them from current clients or vulnerable former clients | APA Ethics Code, Standard 5.05 |
| Online reviews | Responding can confirm someone is a client; be careful | APA Services guidance |
| Privacy | Never share identifiable client stories | Your licensing board and privacy law |
| Claims | No promises of outcomes | Your professional code |
This is general information, not legal or ethics advice. Check your own licensing board’s code.
Content that works and stays ethical
- Explain what a condition or issue looks like day to day.
- Answer “what happens in a first session?”.
- Explain different approaches (for example, CBT vs EMDR) in plain language.
- Share coping tools that are safe for a general audience.
- Address stigma and myths.
Channels
| Channel | Role |
|---|---|
| Website | Explains who you help, your approach, fees, insurance and how to book |
| Therapist directories | Where many clients search |
| Short-form video | Lets people see your manner before they book |
| Local SEO | For in-person practices |
| Referrals from other professionals | Doctors, schools, other therapists |
Why short video helps
Choosing a therapist is personal. A short video of you explaining something kindly and clearly lowers the fear of the first call. Keep it educational, never about specific clients.
Want it done for you?
HustleGrowthz runs short-form video for coaches, consultants, therapists and other experts. We research your market, write 30 scripts a month in your voice, edit and publish them on Instagram, TikTok, YouTube Shorts and Facebook, and set up comment-to-DM follow-up that qualifies interested viewers. You record for about an hour a week. It costs $999 a month or $5,999 a year (pricing). See done-for-you content for experts or book a free strategy call.
Frequently asked questions
Can therapists use client testimonials?
The APA Ethics Code (Standard 5.05) says psychologists do not solicit testimonials from current therapy clients or others vulnerable to undue influence. Other professions have similar rules, so check your licensing board.
How do therapists get more clients?
A clear website, therapist directory profiles, educational content about the issues you treat, referrals from other professionals and an easy way to book a consultation.
Should therapists be on social media?
It can help if the content is educational and protects client privacy. Short videos let potential clients see your manner before booking.