As a ghostwriter for therapists, I find therapists usually fall into two camps: Either they’re super slammed and overworked, or they’re struggling to find clients. If you’re booked and busy, yay! Congrats! But if you’re not, this post is for you.
The key question every business asks is, “How do people find me?” That question is at the heart of marketing. And marketing on the internet means using search engine optimization (SEO). I know that sounds like tech jargon but truthfully, SEO is about helping the people who need you most (your potential clients) actually find you. There are a lot of guides to boosting SEO, or in other words, getting your website to appear higher on search engine results, but fundamentally, it comes down to thinking like your clients.
What Clients Search For (Hint: It’s Not “Cognitive Behavioral Therapy Near Me”)
Therapists often think it’s their credentials that make them stand out. They list all their modalities — CBT, EMDR, trauma-informed, etc. — but most clients don’t really know what those acronyms stand for. A few people might type: “licensed therapist CBT San Francisco” into Google, but that’s only if they have some working knowledge of therapeutic interventions. Most people will type things like the following:
- “Why can’t I stop worrying at night?”
- “How to deal with panic attacks at work”
- “I feel like I’m failing at everything — what should I do?”
Those questions reveal pain points or the real, vulnerable, challenging things people are going through and likely to turn to Google for. And this creates an SEO opportunity for you as a therapist.
Why Pain Points Matter for SEO
Search engines connect people with the most relevant answers to their questions (even now, in the age of AI). When you, as a therapist, create content that reflects what your ideal clients are actually typing into the search bar, you increase your chances of showing up in their results.
For example:
- Instead of writing “Treatment for Generalized Anxiety Disorder,” try a blog post called “How to Calm Racing Thoughts Before Bed.”
- Instead of titling a page “Couples Counseling,” write “How to Stop Fighting About the Same Thing With Your Partner.”
By creating content around your clients’ lived experiences, you’re speaking to them directly, offering them advice, or something they can use, and search engines reward that.
You may be saying to yourself, “I don’t have time for this! I have a billion other things on my plate!” I hear that. And you don’t have to be the one to write everything. That’s where I, as a ghostwriter for therapists, come in. I have the time and the skills to write these posts for you. Because the last point to keep in mind about SEO is that consistency is key. One blog post won’t send clients to you in droves but regularly publishing content focused on their pain points will. Just ask my clients Renee or Anna. After we started working together, their businesses boomed.
The Bottom Line
SEO isn’t just a technical term. It’s about empathy. The more you understand what your clients are struggling with — and reflect that language in your online presence — the easier it becomes for them to find you.
When therapists think like their clients, not only does SEO start to make sense, but the whole process becomes more authentic. You’re not just marketing; you’re extending a hand to the people already searching for the kind of support you offer. And you don’t have to do this alone. I’m a ghostwriter for therapists and I can help you. Reach out about working together.