The #1 question I get from therapists is: How do I better market myself to attract more out-of-network clients?

As someone who learned a lot about product and marketing at Google, I’ve got some tips for you. Whether you’re advertising on Psychology Today, Therapy Den, Inclusive Therapists, or other therapist directories, nailing your profile on these directories can be key to attracting the right clients for your practice. Let’s dive deeper into a few key strategies to make your profile shine:

1. Nail down your niche

You might be thinking that casting a wide net and listing everything you do will attract more clients. After all, you don’t want to miss out on anyone who might scroll past if you don’t cover enough areas, right? But here’s the deal: narrowing down your niche and focusing on what you specialize in can actually help you attract the clients you want.

It might sound counterintuitive, but when you zero in on your specific area of expertise, you become the go-to person for that need. Instead of trying to be everything to everyone, embrace your specialty and let it shine. Clients looking for exactly what you offer will be more likely to find you and reach out.

• Identify Your Specialty: Reflect on your most successful cases and the areas where you feel most competent and passionate. Even if you can do a broad range of things, choose one or two specific issues or populations that you excel in, and don’t put everything on your profile
• Define Your Ideal Client: Create a detailed profile of your ideal client. Consider factors like age, occupation, life challenges, and goals. This will help you tailor your services and messaging to attract the clients who will benefit most from what you offer.
• Refine Your Messaging: Update your profile to highlight your specialty and ideal client. Use clear, targeted language that speaks directly to the needs and concerns of your niche audience. This will make your profile stand out to those seeking specific expertise, making it more likely that the right clients will reach out to you.

Example

Imagine you’re a mom with a child who has ADHD. Which description catches your eye?

Option A:

I work with children, adolescents and adults facing anxiety, depression, ADHD, addiction, and behavioral or family issues. I offer a supportive and open environment where nothing is off-limits. My focus is on understanding each person’s strengths and equipping them with tools to handle their challenges. I have experience in hospitals, schools, and have received advanced training in CBT, DBT, and addiction treatment.

Option B:

I specialize in helping moms and their children with ADHD navigate their unique challenges. If you’re a mom, you probably have seen how challenging it can be to find the right support, and I’m here for you. I provide tailored strategies to manage attention difficulties and impulsivity, working closely with both the child and their family to build effective coping skills. My background includes advanced training in ADHD interventions and experience in various therapeutic settings, ensuring a comprehensive and empathetic approach to treatment.

The second one, right? It’s specific, relatable, and gives a very clear idea of what you offer.

2. Double check your grammar, spelling, and contact info

First impressions matter, and your Psychology Today profile might be the first thing a client sees. If your profile is littered with grammar mistakes or spelling errors, it can come off as unprofessional, and you might lose out on valuable clients. But if your contact info is wrong, you’re guaranteed to lose out on prospective clients because they won't be able to reach you.

Here’s how to ensure your profile makes the best impression:

• Proofread Thoroughly: Go through your profile carefully to catch any typos or grammatical errors. Read it out loud and ask a friend to review it for you. Even small mistakes can affect how clients perceive your professionalism.
• Do a test run as a client: After you’ve updated your profile, put yourself in a client’s shoes and pretend to be a client who comes across your profile. Click on your website link to make sure it leads to your website, click on the email button and send yourself a message to make sure you actually receive it!

A quick anecdote:

A few years back, I was dealing with a lot of work stress and realized I needed to find a therapist who specialized in anxiety and understood the world of tech. I started browsing profiles on Psychology Today and narrowed it down to a few therapists who seemed promising.

But when I clicked on one of their website links, it took me to a frustrating 404 error page. As someone who works in tech, that was a major red flag for me – if they couldn’t even figure out how to have a functioning website, they were probably unlikely to be someone I could talk to about work. I quickly moved on to the other options.

Now, it could have been just a careless oversight and they might have been incredibly skilled and totally get the tech world, but a broken link or outdated contact info can make you seem less professional and tech saavy. Can you imagine if you were that therapist and how many clients might have been deterred from reaching out because of that?

3. Educate Clients on Out-of-Network Benefits:

Many clients assume their only option for affordable therapy is finding a therapist who accepts their insurance. What they often don’t realize is that their out-of-network benefits could cover up to 80% of their therapy costs. This is a fantastic opportunity for you to step in and educate them, making therapy more accessible while showcasing your value.

Here’s how you can help clients uncover these hidden savings and reflect this on your Psychology Today profile:

• Market Yourself as an 'Insurance-Friendly Practice': Make it clear on your profile that you can help clients navigate their insurance benefits, even if you’re not in-network. Use language that highlights your willingness to assist clients in understanding and utilizing their out-of-network benefits – e.g. phrases like "I can help you maximize your insurance benefits" or "Learn how you can get reimbursed for up to 80% of your therapy costs".
• Use Tools Like Mentaya: Introduce clients to tools like Mentaya’s instant benefits calculator directly on your profile. Mention that you offer guidance on using such tools to help clients estimate their out-of-network benefits and get a clear picture of what their insurance might cover. This simplifies the reimbursement process, making it less intimidating and more transparent. Highlighting this on your profile can make you stand out as a therapist who goes the extra mile to support their clients financially.

By making these changes in your profile, you not only help your clients save money but also position yourself as a resourceful and supportive therapist. Educating clients about their out-of-network benefits can enhance their overall experience and build trust, ultimately attracting more out-of-network clients to your practice.

Now, go out there and make your profile shine! 🌟 Your future clients are waiting to meet the incredible therapist you are.