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.

In today’s episode, we’re talking about how clients are starting to use tools like ChatGPT to look for therapists. Not instead of Google, but alongside it. And that changes how we think about visibility, websites, and how we talk about our work online.

This is not about becoming “techy” or learning a new platform from scratch. It’s about something much simpler: making sure the way you describe your work online is clear, recognisable, and easy for both humans and AI search tools to understand.

We explore:

• Why some therapists are already being recommended by ChatGPT
• How AI-based searching is different from traditional Google search
• What information AI tools are pulling from (it’s not just your website)
• The surprising importance of using client-friendly language, not clinical jargon
• How directory profiles, Google Business listings, and service pages work together to support visibility
• A gentle way to start making updates without burning out or re-doing your whole website

I also share a few quick reflection prompts you can use right away:

• What would a client in your niche actually type if they were asking ChatGPT for help?
• Does your online presence reflect the way real clients describe their struggles?
• If someone searched your name in ChatGPT today, what might come up?

The aim of this conversation is not to pressure you into marketing harder. It’s to give you clarity and confidence in how you show up online, so that the clients who need you can find you more easily. Even as search habits evolve.

A calm, steady approach works here. No rushing. No “rebranding”. Just gentle clarity.

https://www.prosperinprivatepractice.com/

If you’ve ever thought about running a CPD workshop but didn’t know where to start — or you’ve tried before and it flopped — this episode is for you.

In this episode, Claire shares:

• The 3 biggest mistakes therapists make when creating CPD offers
• The 5 essential steps to build and launch a profitable workshop
• Real examples from therapists who turned their expertise into new income streams

You’ll hear stories from past participants who went from idea to fully booked workshops — like Louise, who created a training on working with insurance providers, and Emma, whose CPD on chronic illness has become her niche.

You’ll also learn how to:

• Validate your idea so you know there’s demand
• Keep your content simple but valuable
• Market your CPD effectively — without feeling “salesy”
• Automate your tech so it’s smooth and stress-free

Whether you’re dreaming of teaching other therapists or creating a workshop for your ideal clients, you’ll walk away knowing exactly what to do next.

💡 Mentioned in This Episode

• Beyond 1:1 — Launch Your CPD Program:
  Turn your expertise into a CPD workshop and create a new income stream for your practice.
  👉 www.prosperinprivatepractice.com/beyond-one-on-one
  
  
• Follow Claire on Instagram: @prosperinprivatepractice
  
  

Email counselling might not be the first thing that comes to mind when you think about therapy—but as today’s guest Chloe Foster explains, it’s a powerful, flexible way of working that’s meeting the needs of many modern clients.

Chloe is a counsellor, trainer, and founder of the Email Counselling Academy. In this episode, she shares her journey into online and email therapy, how the pandemic accelerated change in the profession, and why email counselling isn’t just “writing things down”—it’s a deeply therapeutic option for clients who need flexibility, privacy, or more time to process.

We explore:

• Chloe’s journey from face-to-face work in Brighton to building a fully online practice in Scotland
• Why she was once sceptical of email counselling (and what changed her mind)
• The types of clients who benefit most from email therapy—Gen Z, shift workers, carers, first-time clients, and more
• How to manage the practicalities of contracting, security, and boundaries in email counselling
• Why proper training is essential (and how Chloe supports therapists through her specialist course)
• The business side: how Chloe diversified her income streams, moved beyond 1:1 sessions, and built a thriving CPD offer
• Money mindset shifts that helped her raise fees and create space for training alongside client work

Whether you’re curious about adding email counselling to your practice, or you’re simply interested in creative ways therapists are adapting post-pandemic, this conversation will give you plenty to reflect on.

Resources & Links

👉 Take Chloe’s free quiz: Is Email Counselling Right for You?
www.emailcounsellingacademy.com

👉 Connect with Chloe:

• LinkedIn
  
  
• Facebook
  
  

👉 Buy Chloe’s book: Buy my book on Email Counselling

Your website isn’t just another box to tick off in private practice—it’s the most valuable marketing asset you own. Yet so many therapists are either neglecting their sites, DIY-ing clunky designs, or rushing to launch without clarity on who they want to work with. The result? Websites that repel clients instead of attracting them.

In this episode, I break down the most common mistakes therapists make with their websites—from generic content and messy design to ignoring SEO—and explain why your site should be the hub of your marketing. You’ll also hear how investing time, energy, and strategy into your website pays off in client inquiries, freedom from directories, and long-term practice growth.

And if this is striking a chord? I created Open House Week (starting 15th September) to help you fix these exact problems. It’s a free, practical week of training, feedback, and tools to make your website work for you—plus annual members will get access to a done-for-you Squarespace template.

👉 Register free here: www.prosperinprivatepractice.com/open-house-week

What you’ll learn in this episode:

• Why your website is more valuable than Instagram or directories
• The #1 mistake therapists make when rushing to launch a site
• Common DIY design pitfalls that drive clients away
• Why generic, jargon-heavy content doesn’t resonate with clients
• How neglecting SEO and updates makes your site invisible
• How Open House Week helps you turn things around

Ever wondered what it really takes to create a sustainable therapy business beyond one-to-one client work? In this behind-the-scenes episode, I’m sharing an honest look at the different revenue streams I’ve built into my private practice, how they fit into my week, and the level of work that goes into running them.

I’ll walk you through:

• How I run my private practice specialising in binge eating and ADHD
• The role of digital products and why I don’t actively market them
• My upcoming work as a clinical supervisor
• The mentoring and membership side of my business
• Running a twice-yearly CPD programme for therapists
• My annual Prosper in Private Practice summit and how it became profitable
• The real costs, time investment, and support I need to make it all work

You’ll get the truth about balancing multiple income streams – the wins, the challenges, and why it’s not about “easy money” but about creating flexibility, stability, and work you love.

Links & Resources:
📸 Instagram: @prosperinprivatepractice
💬 1:1 Mentoring for Therapists: Mentoring Packages
🌱 Membership Community: Prosper in Private Practice Hub
🛠 Therapist Clarity Bundle: Get the Bundle