Starting a Practice as a Therapist? This is the Guide I Wish I Had

When I Completed My Therapy Training, I Felt Ready to Change Lives.

I had spent years developing my clinical skills, understanding various therapeutic approaches, and practicing deep empathic listening. I was prepared to help clients work through trauma, anxiety, depression, and relationship issues.

What I wasn't prepared for? Running a business.

Like many therapists, I quickly discovered that our training programs excel at teaching us how to be excellent clinicians but often completely overlook the fact that private practice is, well, a business. And not just any business—one where you're simultaneously the service provider, the receptionist, the bookkeeper, the marketer, and the CEO.

Why Starting a Practice Feels So Overwhelming?

If you're reading this and nodding along, you're not alone. The disconnect between our clinical training and business reality creates a significant barrier for many therapists wanting to start their own practice. We spend thousands of hours learning how to facilitate inner growth and wellbeing for our clients, but almost no time learning how to:

• Set up a business structure

• Create a compelling online presence

• Market our services ethically

• Set appropriate fees

• Handle insurance and billing

• Manage client scheduling

• Build a referral network

This gap in our education isn't just frustrating—it can actually prevent talented therapists from reaching the clients who need them most. And now, in our post-pandemic world where the digital landscape is evolving at lightning speed, the learning curve has become even steeper.

Starting Your Private Practice: A Step-by-Step Guide

Despite these challenges, starting a successful private practice is absolutely achievable. Here's a roadmap based on what I've learned (often the hard way):

1. Get Clear on Your Vision

Before diving into logistics, ask yourself some important questions:

• Who is your ideal client?

• What is your therapeutic niche or specialty?

• Will you offer in-person sessions, online therapy, or a hybrid model?

• How many hours do you want to work each week?

• What income do you need to sustain yourself?

Your answers will guide many of your subsequent decisions.

2. Handle the Legal Essentials

• Obtain necessary licenses and permits

• Secure professional liability insurance

• Set up HIPAA-compliant systems for client information, or make sure to store everything in the right cabinet

• Create informed consent and practice policy documents

3. Create Your Online Presence

In today's digital world, this step is worth a moment of reflection. Clients need to find you, learn about you, and trust you before they ever walk through your door. The traditional approach involves building a website, which can cost anywhere from $20 to $6,000 depending on your approach. On the lower end, you could use existing templates and build it yourself. On the higher end, you might hire a professional to create a custom website.

Then you have to make some decisions: is your website just showcasing your services, or do you want to use it as a marketing tool to attract potential clients? If it's the latter, you'll need to consider investing in SEO (Search Engine Optimization), which most therapists have never heard of—I certainly hadn't before founding Journey!

For the uninitiated, SEO refers to the practices that help your website appear when potential clients search for therapy services online. It involves using specific keywords, creating helpful content, and ensuring your website is technically sound. Without good SEO, your beautiful website might remain virtually invisible to the people searching for exactly what you offer. In today's competitive landscape, this matters more than you might think.

Alternatively, you can find platforms, such as Journey, focused specifically on therapist promotion that simplify these processes, because we don’t have time for overwhelming processes. You could get a fully personalized profile where you can upload a video introduction, add all your important information, and use it as your online blueprint. Some have linked their profiles to their business cards, LinkedIn profiles, and Instagram bios. You can check out mine here.

4. Develop a Marketing Strategy

Even the best therapists need a plan to reach potential clients, and I think that’s one of the most daunting elements if you’re not really into social media and online advertising. That’s why you should consider:

• Optimizing your online presence for local searches

• Joining therapist directories (Journey, PsychologyToday, Counselling Directory)

• Registering with local healthcare providers

• Creating valuable content (like blog posts or short videos)

5. Establishing a Social Media Presence

Creating a social media presence can be valuable, if that aligns with your comfort level. Before jumping in, take time to consider these points.

• Choose your platform intentionally: Where do you feel most comfortable sharing? Where are your ideal clients? Instagram tends to work well for visual content and reaching younger demographics. LinkedIn might be better for connecting with other professionals and referral sources. TikTok can reach younger audiences with longer educational content. Focus on one platform that resonates with you rather than trying to be everywhere.

• Decide on your content approach: What kind of content would you genuinely enjoy creating? Educational posts about mental health concepts? Brief reflections on therapy practices? Behind-the-scenes glimpses into your approach? The content that works best is content you'll actually create consistently, so choose formats that fit your interests and available time.

• Set realistic boundaries: How much time can you realistically devote to social media each week? It's better to post thoughtfully once a week than to burn out trying to post daily. Many successful therapists batch-create content monthly rather than scrambling for daily posts.

Remember that ethical marketing in our field means providing genuinely helpful information, not using high-pressure sales tactics.

6. Build Your Professional Community

Private practice can be isolating and you can burn out easily. Connecting with other therapists provides emotional support, practical guidance, referral opportunities, and professional growth.

Look for:

• Local therapist networking groups

• Online communities of practice

• Supervision or consultation groups

• Professional association meetings

These connections not only support your wellbeing but often become your most reliable source of client referrals. Consider the following platform: Journey, Therapists in Tech, Community Therapists Network.

The Journey Approach: You Don't Have to Do It Alone

I believe that therapists shouldn't have to spend so much time figuring out all these elements. We want to practice our profession, not have to figure out how others do theirs. If you were to chose Journey for some of these elements, you would get many amenities and services that are all part of our personal and professional growth, such as

• Your optimized online profile

• Monthly workshops on practice-building skills

• Resources for building your unique brand and identity

• A supportive community of fellow therapists

• Blog publishing opportunities to showcase your expertise

It’s Okay to Go Slow—Building a Practice Takes Time

If there's one thing I've learned from both therapy and building a practice, it's that growth happens in its own time. Your practice won't be built overnight, and that's okay. Some weeks you'll gain three new clients, and other times you'll go a month without a single inquiry.

The key is consistency and patience. Keep showing up, keep refining your approach, keep connecting with potential clients and colleagues. With time, your unique gifts as a therapist will find their audience.

Remember that your journey into private practice is just that—a journey. It's not about reaching a destination but about growing into the therapist and business owner you want to be. And just like we tell our clients, the path isn't always linear, but each step teaches us something valuable.

Whether you're just starting out or looking to grow an established practice, remember that you bring something special to this work. The business skills can be learned, but your passion for helping others achieve wellbeing and personal growth? That's something no business course could ever teach.