Get your skates on
Private Practice, December 2025

Therapy training equips us to listen deeply, hold space and respond with empathy. It teaches us how to help others make sense of their lives. What it rarely teaches is how to build a practice that reaches the people who most need our help. Many counsellors are quietly frustrated. They have the skills to change lives yet struggle to attract enough of the right clients. They feel invisible online and unsure how to describe their work without sounding the same as everyone else. They often believe that being a good therapist should be enough to fill a diary. Sadly, it’s not.

To grow a private practice that’s both sustainable and satisfying, we need to develop three key skills that are rarely covered in training: clarity of offer, connection through communication, and visibility through consistent action. These aren’t marketing tricks. They are professional competencies that help your work reach the people it was meant to serve. 

This article explores those three pillars, drawing on familiar examples, practical exercises and real lessons from the counselling world. 

1. Clarity of offer 

‘Jaws in space’: that was the pitch used by two film makers nearly 50 years ago when they proposed a new science-fiction horror film, Alien, now a classic. The phrase ‘Jaws in space’ is a masterclass in clarity. In just three words, it tells you exactly what to expect. You know the film will be terrifying. You know there will be a creature, a hunt and a fight for survival. You know the emotional experience before you’ve seen a single frame. 

That level of clarity is what every therapist needs to aim for when describing their work. You don’t need a catchy slogan, but you do need to help people instantly understand what kind of help you offer and who it’s for. When potential clients browse through hundreds of profiles or websites, you want them to stop scrolling and think: this person gets me. 

Why clarity matters 

• It sets you apart in a crowded field. Search any counselling directory and you’ll see similar phrases repeated again and again: ‘safe space’, ‘non-judgmental,’ ‘supportive’. They’re all positive values, but they fail to communicate difference. In a sea of sameness, clarity becomes your lifebuoy.
• It helps clients make decisions. When someone’s in distress, they have little energy to decode vague language. They want to know quickly whether you understand their situation. If your message is general, they’ll move on to someone who feels more specific.
• It attracts referrals. Colleagues and professionals are far more likely to refer clients to you if they can describe your specialism in a sentence. If they have to say, ‘They do a bit of everything’, they rarely will. 

How to get clearer 

• Name the problem. Instead of saying, ‘I work with anxiety’, try, ‘I work with people whose constant worry is turning into daily panic.’ That single change tells a potential client, ‘You understand what I’m living with.’
• Define your audience. Think about who your ideal clients are. What age are they? What roles do they hold? What patterns appear among the people who most benefit from your approach? You don’t need a narrow niche, but you do need a clear definition.
• Describe your approach in human terms. What’s it like to work with you? Avoid technical language. Instead of saying, ‘I use integrative techniques combining CBT and TA’, try, ‘We’ll look at your thoughts, habits and relationships to understand what keeps you stuck.’ 

Exercise: test your clarity out loud 

Say your message to a friend: ‘I help X to do Y, so they can Z.’ If they understand it immediately, you’re on the right track. If they look puzzled, refine it. Here’s a simple example of how clarity evolves: 

• Vague: ‘I help people with relationship issues’
• Better: ‘I help couples who’ve drifted apart after years of routine’
• Clear: ‘I help high-achieving professionals whose work stress is damaging their relationship at home, so they can rebuild trust and closeness.’ 

That’s your ‘Jaws in space’ moment. You’re not trying to be every therapist for everyone. You’re becoming the right therapist for someone. 

2. Connection through copy 

Once you’re clear about what you offer, the next step is to express it in a way that connects. This is where many therapists struggle. We’re trained to listen, not to sell, and we worry that marketing language might feel inauthentic or pushy. Yet writing about your work doesn’t have to sound commercial or inauthentic. It simply needs to sound human and relevant. Unfortunately, most therapist profiles sound the same. You’ll have seen the usual phrases: 

• ‘I provide a warm, safe, non-judgmental space’ 
• ‘I support you on your journey’
• ‘I help you explore your feelings’
• ‘We will work together towards growth and healing.’ 

These phrases are well-intentioned, but they are so overused they’ve lost their impact. They tell the reader what therapy is supposed to be, not what it feels like to sit across from you. They don’t address the client’s pain or the hope they’re looking for. 

What my research showed 

When I analysed over 500 UK counsellor directory profiles, a pattern emerged. The therapists who stood out used plain language and wrote as if they were speaking directly to one client. They named the problem, captured the emotional reality and described what change could look like. Here’s how you can start doing the same. 

The difference is not about clever wording, it’s about empathy, precision and understanding what a client might actually say if they were describing their struggle. 

Key principles for writing copy 

• Lead with the pain point. Start by describing the feeling your potential client wakes up with. For example, ‘You feel constantly on edge and exhausted from trying to keep it together.’ That line alone can stop a reader in their tracks. Use ‘you’, not ‘I’. Your website or profile is about the client, not your training. Let them see themselves in your words.
• Be specific. Instead of saying ‘relationship difficulties’, say, ‘arguments that start small but end in silence for days’. Instead of saying ‘anxiety’, say, ‘a racing mind that never switches off’. Specificity builds connection.
• Show the possibility of change. Without overpromising, describe what life could look like after therapy: ‘You may still face challenges, but you’ll respond with more calm and confidence.’ 
• Keep it honest. Clients respect authenticity. You can say, ‘Therapy can’t erase the past, but it can change how it lives in you.’
• Use real language. If clients say, ‘I feel broken’, don’t translate it into ‘experiencing fragmentation of self’. Meet them where they are.

Turning clarity into copy 

Once you’ve defined your offer, you can build strong communication pieces around it, such as: 

• Headline. A sentence that names the problem and hints at the benefit. Example: ‘When your mind won’t stop racing, therapy can help you find calm again.’ 
• Introductory paragraph. Describe the problem in emotional language that mirrors how clients talk.
• ‘About’ section. Explain your approach in ordinary English, showing what sessions feel like. 
• ‘Transformation’ section. Describe the difference clients often notice after working with you.
• Call to action. Tell them what to do next. For example, ‘Get in touch for a free 20-minute consultation’, or, ‘Send an email if you’d like to talk things through.’ 

If you apply these principles, your words will start to feel like a conversation rather than a brochure. The right clients will recognise themselves in your message. They’ll trust you before they’ve even met you. 

From generic to engaging

3. Visibility: start with the skateboard 

Once you have clarity and connection, you’re ready to be seen. This is where many therapists hesitate. They think they need a perfect website, professional photos and a social media strategy before they can start. The truth is you can begin with much less. 

The skateboard model, first described by Henrik Kniberg,¹ provides a useful framework for thinking about visibility. In product design, it’s the idea of creating a ‘minimum viable product’. Instead of waiting to build a complete car before testing whether it works, you start with something simple – a skateboard – that can already move. You learn from using it, then add wheels, a handlebar, an engine, and so on. 

Your therapy practice can operate in a similar manner. You don’t need the ‘car’ version of your marketing before you roll. You just need a working ‘skateboard’ that helps people find you and book their first sessions. 

Phase 1: the skateboard stage 

Start with the essentials:

• one or two directory listings (for example, BACP, Counselling Directory, Psychology Today or The Black and Asian Therapy Network)
• a professional email address and reliable phone number
• a short, clear profile that reflects your clarity and connection work. 

This simple setup is enough to start attracting your first few private clients. It’s low cost and quick to implement. It allows you to test your message and see what enquiries come in. 

Phase 2: add the wheels 

Once you’re receiving some enquiries, build the next layer:

• a simple one-page website with your key information and contact form
• a Google Business listing so you appear in local searches and Google maps
• links from your directory profiles to your website for credibility. 

You can design this yourself using platforms like Squarespace, Wix or WordPress. Keep it clean and easy to navigate. Focus on the message, not fancy effects. 

Phase 3: add the handlebars and brakes 

With a few clients in place, you can expand your visibility gradually:

• create a professional email newsletter or blog where you share valuable insights
• develop relationships with local GPs, counsellors, coaches and wellbeing organisations for referrals.
• choose one social media platform (LinkedIn or Instagram, for example) and post helpful, relevant content once a week
• collect a few testimonials (in line with BACP’s Ethical Framework) to demonstrate trust. 

At this stage, you’re still learning what works. Keep your focus on consistency rather than perfection. 

Phase 4: the full car 

Over time, you can evolve your marketing further:

• offer workshops, webinars or talks in your community
• collaborate with other professionals
• create short videos or reels that share tips related to your niche
• explore paid advertisement or search engine optimisation (SEO) if appropriate. 

By now, your visibility system is running smoothly. You’re recognised within your niche, referrals are coming steadily and your calendar is filling with clients who are a good fit. 

Why the skateboard model works 

The skateboard model works because it combats perfectionism and fear. Many therapists delay marketing because they feel unready. The model says: start small, start now, learn as you go. Each stage builds on the last. You never waste effort and you stay in motion. 

It also protects you from burnout. You don’t need to master every marketing channel at once. You need sufficient visibility to maintain a steady flow of clients while refining your systems. When you think of visibility, think progress rather than completion. Keep improving the ride, one upgrade at a time. 

Conclusion 

Clarity, connection and visibility form the backbone of a thriving private practice. Each one supports the next. Clarity helps you define who you serve and why they should choose you. Connection translates that clarity into words that reach hearts, not just minds. Visibility ensures that people can find you and take the next step. Taken together, these principles transform therapy from a private calling into a sustainable business that can serve more people for a longer period. They help you build a practice that reflects your values and supports your life, not one that constantly leaves you anxious about income or identity.

Therapist training gives you empathy, presence and professional depth. To turn that into a viable practice, you also need communication, confidence and consistency. You must learn to describe what you do, connect through language and show up visibly. It’s not about becoming a salesperson, it’s about honouring your work enough to make it discoverable. Every person who finds your profile, reads your words and decides to reach out is someone whose life might change because you became clear, connected and visible. Your clients cannot benefit from therapy they cannot find. Start where you are, use what you have and build your practice one small, confident step at a time. The world needs what you offer. Let it see you.