As a ghostwriter for therapists, I hear people stress about their Psychology Today profile all the time. What should they say? What should they not say? They list their credentials, select their specialties, upload a photo, and write a description of their practice. They hear stories of therapists who only use their Psychology Today profile to advertise, drawing in numerous clients. But for them? The inquiries aren’t coming.
If you’re a therapist in private practice, it can be frustrating to invest time in your Psychology Today profile without seeing the results you hoped for. Why isn’t anyone reaching out?!? The answer isn’t necessarily that you’re doing anything wrong. But there are several reasons your profile might not be connecting with the people you want to work with.
Below are seven things to consider.
1. Your profile sounds like everyone else’s
This is a huge one. You want your profile to fit in with the other therapists, but how many mention providing a safe, supportive, and nonjudgmental space? How many describe themselves as compassionate, empathetic, or passionate about helping people? Those are great qualities! We want those in a therapeutic relationship! But it can be helpful to think about your ideal client when you’re writing your PT profile.
For instance, imagine someone searching for a therapist after years of putting everyone else’s needs first. They’re exhausted, resentful, and beginning to realize that their inability to set boundaries is affecting their relationships. Compare these two Psychology Today descriptions:
“I provide a safe, supportive environment where clients can explore their challenges and develop healthier coping skills.”
Versus:
“If you’re the person everyone relies on but secretly feel exhausted by everyone’s expectations, therapy can help you understand why saying no feels so difficult, and how to start putting your own needs back on the list.”
The second description speaks directly to a recognizable experience. Instead of simply describing your qualities as a therapist, show prospective clients that you understand what they’re going through.
2. You’re listing diagnoses instead of describing experiences
Yes, your specialties and areas of focus are important. They help prospective clients find providers who work with their concerns. But a list of diagnoses doesn’t necessarily help someone recognize themselves in your profile. Someone experiencing anxiety might not identify with the word anxiety. They might describe themselves as someone who can’t stop worrying, has trouble sleeping, or replays conversations long after they’ve ended.
Someone struggling with perfectionism might not consider it a problem. They might simply believe they need to work harder and do better. Again, think about how your ideal clients describe their difficulties in everyday conversation. What do they say when they first contact you? What are they worried about? What have they already tried? What do they wish they could change? Use that language in your profile. You can still identify your clinical specialties, but connect them to the experiences that bring people to therapy.
3. You’re trying to appeal to too many people
It can be tempting to list every population you serve and every issue you treat. You don’t want to exclude a potential client who might be a good fit. But when your profile tries to speak to everyone, it kind of speaks to no one. (I know! It’s one of those horrible paradoxes!) Consider whether you can be more specific about the clients you most enjoy working with and the problems you are particularly well equipped to address.
For example, instead of trying to appeal equally to everyone experiencing anxiety, relationship difficulties, depression, grief, trauma, and life transitions, you might emphasize your work with high-achieving adults who struggle with perfectionism and chronic stress. You can still accept clients outside that focus. Your profile simply gives your ideal clients a clearer reason to contact you.
4. Your profile doesn’t give prospective clients a sense of what working with you is like
Sometimes people choose a therapist just because they’re in network. That’s fine, but the most valuable, healing experience for clients is when there’s an actual relationship. When they feel comfortable talking to the therapist, being real, sharing things they’re scared to share. You don’t have to wait for the consultation to reveal your personality or approach. Your Psychology Today profile can do the same thing.
Are you warm and gentle? Direct and practical? Curious and collaborative? Do you use humor? Do you tend to help clients understand the origins of their patterns, focus on changing present-day behaviors, or combine different approaches? You don’t need to write a lengthy explanation of your theoretical orientation. Instead, describe what your approach means for the person sitting across from you.
For example:
“We’ll work together to understand the patterns that keep showing up in your relationships, identify what you want to do differently, and practice new ways of responding, even when those changes feel uncomfortable at first.”
5. Your photo and practical details aren’t helping you
Your profile’s written content matters, but so do the details surrounding it. Consider the experience of someone looking for a therapist. They may be comparing several profiles at once, often while dealing with something difficult. A clear, approachable, professional photo can help them feel more comfortable reaching out. Your photo doesn’t need to look like a corporate headshot, but it should give people a clear sense of who they’ll be meeting.
Also, check your practical information:
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Are your current fees listed?
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Is your availability accurate?
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Do you clearly explain whether you offer in-person sessions, telehealth, or both?
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Is your location correct?
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Are your specialties and accepted insurance plans, if applicable, up to date?
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Is your contact information correct?
Some prospective clients will decide not to contact you because of a mismatch in fees, location, availability, or insurance. That’s not necessarily a failure of your profile. It may simply mean the person wasn’t a fit. Your goal is to make it as easy as possible for the right people to take the next step.
6. You’re relying on Psychology Today to do all your marketing
This is a huge one, and I alluded to this at the beginning of my post. Psychology Today can be a useful way for prospective clients to discover your practice. But a directory profile is only one piece of your online presence. Some people will find your profile and contact you directly. Others will search your name, visit your website, read your bio, or look for articles you’ve written before deciding whether to reach out.
Your website gives you room to communicate things a directory profile can’t fully convey. You can explain your approach in greater depth, answer frequently asked questions, share your perspective on issues that matter to your clients, and help visitors understand what makes your practice distinctive. A thoughtful blog, for instance, can support that process. (And it’s one of my specialties!)
For example, a therapist who specializes in perfectionism might publish articles about why rest feels uncomfortable, why high achievers struggle to ask for help, or why understanding a pattern doesn’t always make it easier to change. These articles give prospective clients an opportunity to experience the therapist’s perspective before making contact.
They can also help people discover the therapist through Google searches that have nothing to do with finding a provider on a directory. Your Psychology Today profile and your website don’t have to compete with each other. They can work together.
7. You may be looking at the wrong measure of success
Before rewriting your entire profile, take a step back and consider what you actually know about its performance. Are you receiving profile views but few inquiries? Getting inquiries from people who aren’t a good fit? Receiving inquiries but not converting them into consultations? Those are different problems, and they call for different solutions.
If people aren’t finding your profile, you may need to review your directory settings, location, specialties, and other factors that affect discoverability. If people are viewing your profile but not contacting you, your messaging, photo, or practical details may need attention. If you’re receiving inquiries but few people schedule consultations, consider whether your fees, availability, services, or initial response process are creating a mismatch.
Where possible, use the performance information available through Psychology Today, your website analytics, and your own inquiry records to identify where people are dropping off. Don’t assume your profile is the problem simply because you’re not getting the results you want. Start by identifying which part of the process isn’t working.
Need help putting your expertise into words?
You don’t have to figure out all your website content on your own. I’m a journalist, writer, and editor who works with therapists to turn their knowledge and ideas into engaging blog posts, website copy, newsletters, and thought leadership content.
If you know what you want to communicate but struggle to find the time, or the right words, to communicate it, I’d be happy to help. Get in touch and let’s see if we’re a good fit.