Therapist directories are one of the most common marketing tools that counselors use to attract new clients. Because they’re so popular, it’s difficult for your directory entry to stand out. I wrote this guide to help.
What Directory To Use?
The 800 pound gorilla is Psychology Today, and the up-and-coming underdog is Goodtherapy. There are other directories out there, but I wouldn’t bother with them since Psychology Today and Goodtherapy have the lion’s share of the traffic. They both cost about $300 a year, which means they’re probably worthwhile if they send you a handful of clients each year. Between the two, there’s not a clearly superior option. I would try both for one year and see which sends you more clients.
Good Therapy is currently offering a 90-day free trial, which you can receive by using TRIAL90DW when signing up. So if your marketing budget is limited, you might want to start with Good Therapy.
How To Stand Out?
There are tons of therapists on both directories, so you need to stand out if you want to get clients. Here’s a few things you should keep in mind.
Research Your Competition
Before your build out your profile, go on the directory and search for your own zip code. See what everyone else is doing. Imagine that you are a client, and figure out which profiles would attract you and which you would ignore. Don’t go in blind — look at the other therapists who will be competing for your clients’ attention.
Get A Good Photo
Seriously. If your photo is low-res, blurry, or you’ve got a weird expression on your face, clients won’t click on you. I’ve said it before and I’ll say it again — invest in a quality headshot from a professional photographer.
Optimize your first 2-3 lines
Both Goodtherapy and Psychology Today pull the first few lines from your profile to use in the search results. Goodtherapy uses your first line and a half (about 150 characters) while Psychology Today uses your first three lines (about 200 characters) That means that you should write those first few lines to grab the attention of someone who is scrolling through the directory.
In other words, if you start your profile by defining therapy, listing your educational background, or blasting people with a bunch of psychobabble, that’s the content that will end up in your search result — and probably, nobody will click on it.
Instead, try to write your first 2-3 lines to grab people’s attention. Some ideas:
- Give concrete examples of your expertise. Anyone can say “I specialize in depression” but not everyone can say “I have treated depression for over 25 years” or “I have given over a dozen lectures on depression.”
- If you have a unique specialty, put that front and center. It’s okay to mention that you do other things too, but most of your description should be about your specialty.
- Consider using questions — almost nobody is using questions at the beginning of their profile, and that can help you stand out. For instance, “What would it be like if you woke up tomorrow and everything was better? As a therapist, I love to help people imagine that answer.”
Try For A Conversational Tone
If you look at most of the profiles on Psychology Today or Good Therapy, they’re overtly formal and full of technical jargon. If you’re able to write with an authentic friendly and conversational tone, it will make your profile stand out.
So here’s what I recommend. Sit down with a good friend, and maybe a glass of wine (or whatever helps you relax.) Then have your friend ask you questions about your practice. Why do you like being a therapist? What is your hope for your clients? What’s the number one thing you’d want a prospective client to know about you? Etc. Answer their questions in an unfiltered way, and have a camera record the conversation.
Then go back and review the video. When you find a great answer, write it down word-for-word. Then put it into your profile, and edit it to clean up the rough edges. This will make sure that your heart gets communicated into your profile.
Oh, and one more thing — after you’ve done this, have the same friend look at the profile. Make sure they agree that the profile reflects your real self, and that it’s sufficiently professional. You want to be genuine, but you want to balance that with professionalism.
Track Your Results
How do you know if a directory is worth the money? See how many clients it brings you.
Both directories give you some information about people who have visited your site or contacted you through the directory. But you should go one step beyond that and actually track how many customers found you through the directory. The high-tech way is to look at your website’s analytics data, and see how many visitors from a directory ended up filling out your contact form and booking a session. The low-tech way is to have an optional box on your intake form asking people how they found out about you.
Either option will give you some valuable insight into how many clients are actually coming your way from these directories. If you find that a directory isn’t bringing you enough clients to justify the price you’re paying, take another look at your profile to see if there are any ways you can improve or optimize it.
If you’ve already done everything you can do to the profile and you’re still not getting enough business, it’s probably time to cancel your membership and focus your marketing attempts elsewhere. You can always try again in a year or two, after some of your competition might have moved away or stopped paying for their directory profile. Remember, therapy directories should only be a small piece of your overall marketing efforts, so it’s okay if they don’t work for you.