The private practice landscape has changed. Quietly, steadily, and in ways that many therapists are feeling but haven’t quite named yet.

In this episode, I talk through what marketing a therapy practice realistically looks like in 2026, and why so many of the strategies that worked ten or even five years ago no longer hold in the same way.

Drawing on insights from a recent Open House event, I explore how client search behaviour has shifted, what clients are actually doing when they look for a therapist now, and why so many therapists feel exhausted trying to keep up with social media expectations that were never designed for them in the first place.

We look at:

• How online therapy changed the competitive landscape, and why clients now search far beyond their local area
• Why directories alone are rarely enough anymore, even though they still have a place
• What clients are really responding to when they land on a therapist’s website
• Why clear, human, client-centred language matters more than professional polish or long lists of credentials
• How Google search still drives most therapy enquiries, and what that means for your website
• Why SEO blogs work when they answer real client questions, not professional interests
• How tools like ChatGPT are beginning to influence how people look for therapists, and what helps you show up in those recommendations
• The role of FAQs, niche clarity, and simple site structure in future-proof visibility
• Why social media is better treated as a secondary trust-building tool rather than your main marketing strategy
• What sustainable marketing looks like if you only need a small, steady caseload

This is a grounded conversation about marketing that prioritises capacity, clarity, and long-term visibility over trends, performance, or constant output. Especially relevant if you work online, want to attract self-funding clients, and are tired of feeling like you “should” be doing more on Instagram.

If you want structured, ongoing support with your website, messaging, SEO, and future-proof visibility, you can explore the Prosper in Private Practice Hub here:

https://www.prosperinprivatepractice.com/prosper-in-private-practice-hub

It’s designed for therapists who want calm, sustainable growth, without turning themselves into content machines.

January often comes with pressure to be “back”, focused, and already making progress. In private practice, that pressure can push therapists into action before there’s any real clarity about direction.

In this episode, I’m talking about why pausing first is not indulgent or avoidant, but a strategic and grounding step when building a sustainable private practice in 2026.

I share why I deliberately take time at the start of the year to review my business, reflect on what’s working, and get clear on what I actually want from the year ahead. From there, I introduce the Private Practice Compass a simple framework I use with therapists to help them orient themselves before making decisions about marketing, visibility, or growth.

We explore:

• Why rushing into action without direction often leads to overwhelm and comparison
• How values, capacity, and season of life should shape your business decisions
• The importance of holding a longer-term vision, especially in a changing therapy landscape
• Why strategy only makes sense once you’re clear on who you’re building your practice for
• How your ideal client’s age, needs, and habits influence where your marketing energy is best spent

This episode is an invitation to slow down, step back, and think intentionally about your private practice before defaulting to what everyone else seems to be doing.

If you’re feeling a bit rudderless, pressured by January energy, or unsure where to focus in 2026, this is a good place to start.

You can find full details of my therapist membership community here:
https://www.prosperinprivatepractice.com/prosper-in-private-practice-hub

Inside the membership, therapists get ongoing support with clarity, marketing direction, sustainable growth, and practical tools including AI support that’s ethical, grounded, and actually useful.

Link to the Private Practice Compass:

https://drive.google.com/file/d/12C5kxwcU7sd_OCTGmUKMImGiVDAe68ty/view?usp=sharing

Episode Summary:
If you’ve ever felt pressured to show up on Instagram or TikTok just to get clients — this episode is for you. In today’s conversation, Claire unpacks the myths around social media marketing and explores where therapy clients are actually finding their therapists in 2025.

Drawing on recent UK data (including the NCPS survey showing 66% of therapists get most of their new clients through directories), Claire shares a calm, reality-based perspective on what really works when it comes to private practice marketing.

You’ll learn:

• Where clients in the UK are currently searching for therapists (Google, directories, social media, and even ChatGPT)
• Why social media is often a secondary stop, not the first place clients go
• The key role of Google Business Profiles, directories, and your website in being discoverable
• How client age and demographics influence search behaviour
• How to decide whether social media is worth your time — or if your energy is better spent elsewhere

This episode is a grounded reminder that you don’t need to become an influencer to fill your private practice — you just need to be findable where your ideal clients are already looking.