Therapists, let’s talk shop. Growing client interest isn’t about flashy gimmicks, TikTok trends, or awkwardly wedging your therapy couch into a podcast studio (though, hey, if that’s your thing—go for it). It’s about building trust, showcasing your expertise, and fostering genuine connections—ethically, authentically, and with a touch of that grounded therapist charm.

In a world where mental health is finally stepping out of the shadows and into mainstream conversation, the opportunities to connect with clients have never been broader. But how do you stand out while staying aligned with your professional ethics and personal values? Let’s dive into some actionable (and legal) strategies to increase client interest in your therapy practice.

Build Bridges, Not Billboards: Collaborating with Other Professionals

Let’s face it: no therapist is an island. While clients may walk through your door (or Zoom link) as individuals, they often have entire ecosystems of care already in place. Maybe they have a psychiatrist fine-tuning their medication, a nutritionist helping them reframe their relationship with food, or a primary care physician trying to connect the physical and mental health dots.

When you build genuine relationships with these professionals, you’re not just networking—you’re creating a collaborative care web where clients thrive. Following up after a mutual client session, consulting thoughtfully when needed, and being a clear communicator builds trust. And trust? That’s what transforms a professional connection into a reliable referral source.

But here’s the trick: collaboration isn’t about expectation—it’s about connection. Show up with curiosity and professionalism, and let the rest unfold naturally.

Of course, meaningful collaboration starts with something foundational: client consent. Without it, even the best intentions can turn into ethical missteps.

Collaboration Starts with Consent: The Importance of a Release of Information

Before you can start crafting thoughtful emails to psychiatrists or having collaborative calls with a client’s primary care provider, there’s one crucial step: client consent.

In mental health care, trust isn’t just an abstract concept—it’s a legal and ethical foundation. Any collaboration with other professionals involved in a client’s care requires explicit, written consent through a Release of Information (ROI) form. But here’s the thing: this isn’t just about covering yourself legally—it’s about building trust with your client from the start.

A well-handled ROI conversation is an opportunity to set the stage for ethical, transparent care. It’s a moment to slow down, look your client in the eye (or the camera lens), and explain the why behind the paperwork. Who do you plan to collaborate with? Why will this collaboration benefit their care? What specific information might be shared? This clarity isn’t just respectful—it’s empowering.

It’s also important to set boundaries around what collaboration doesn’t mean. An ROI isn’t a free pass to share everything—it’s a targeted agreement. Maybe it’s limited to treatment goals, progress updates, or medication adjustments. Whatever it is, be clear, be specific, and always stick to what was agreed upon.

And here’s one more thing: collaboration shouldn’t feel like something happening in secret corners of the clinical universe. Regularly check in with your client about how the collaboration is going, whether it’s still helpful, and—if something feels off—whether they want to adjust their consent.

Because at the end of the day, an ROI isn’t just a piece of paper—it’s a promise. A promise to handle your client’s care with respect, integrity, and a clear understanding of who’s in the driver’s seat (hint: it’s them).

So, before you hit “send” on that email to a client’s psychiatrist or hop on a call with their dietitian, pause. Make sure you’ve had the conversation, secured the consent, and—most importantly—earned their trust.

Collaboration done right isn’t just effective; it’s a reflection of the kind of therapist you are.

Know Your Niche and Own It

If you’ve ever tried to market yourself as someone who can help everyone, you know how exhausting (and ineffective) that can be. The truth is, specialization builds connection.

Do you thrive when working with couples navigating infidelity recovery? Is your expertise in ADHD therapy for neurodivergent adults? Are you the therapist teens trust with the stuff they won’t tell their parents? Whatever your niche, lean into it.

Your website, social media presence, and conversations with colleagues should make it clear: This is what I do, and I’m really good at it.

Owning your niche also creates opportunities for education. Hosting workshops, writing thoughtful blog posts, or recording short videos about topics within your expertise doesn’t just build credibility—it builds trust. And trust? That’s what gets people in the (virtual or physical) therapy chair.

Your Digital Presence Doesn’t Have to Feel Like a Performance

Okay, let’s address the digital elephant in the room: you don’t have to become a social media influencer to grow your practice. No one’s saying you need to choreograph a dance routine about attachment theory (though… I’d probably watch that).

Your digital presence can be simple, warm, and—most importantly—authentic.

Your website should feel like a digital handshake: clear, welcoming, and easy to navigate. Clients should land on your homepage and immediately understand who you are and how you can help.

If social media feels like a natural space for you, great! Share reflections, helpful insights, or even a few lighthearted therapist jokes (the world needs more of those). But if it feels forced, stick to what feels right for you.

Potential clients aren’t looking for a polished celebrity—they’re looking for someone they can trust with their story. Show up as that person, and the rest will follow.

Be Part of Your Community (Yes, Outside Your Office)

You know that feeling when you recognize someone in your neighborhood coffee shop, and suddenly they don’t seem so intimidating? That’s what happens when therapists become visible in their communities.

You don’t have to plaster your face on a billboard (please don’t). But being an active part of your community creates natural connection points.

Maybe you partner with a local school to offer a talk about managing teen anxiety. Maybe you collaborate with a nearby yoga studio to run a workshop on mindfulness and stress. Maybe you volunteer to lead a discussion on burnout at a local small business meetup.

These moments aren’t about marketing—they’re about connection. And connection, unsurprisingly, is at the heart of this whole therapy thing.

The Client Experience Matters—A Lot

You can have the most polished website, the warmest social media presence, and the strongest professional network, but if clients don’t feel seen and cared for in your sessions, none of it matters.

Therapy is vulnerable work. From the first email inquiry to the final session, clients are noticing everything: the warmth of your space, the clarity of your communication, the way you follow up after a tough session.

Being transparent about fees and policies builds trust. Responding to inquiries thoughtfully (even if it’s just to say, “I’m currently full, but here are some trusted referrals”) leaves an impression.

And while we can’t (and shouldn’t) expect clients to become referral machines, happy clients often naturally share their positive experiences with those they trust.

Therapists Need Other Therapists, Too

This work can be isolating if you let it. But here’s the thing: other therapists aren’t your competition—they’re your allies.

Peer consultation groups aren’t just about clinical insight—they’re about connection. Mentorship isn’t just about guidance—it’s about mutual growth. Conferences aren’t just about CE credits—they’re about building relationships with people who get it.

When you have strong connections with fellow therapists, referrals happen naturally. Someone else’s “not quite the right fit” client might be exactly who you are best equipped to help.

Keep It Ethical, Always

This one should go without saying, but let’s make it clear: trust is everything.

No kickbacks. No murky referral agreements. No blurred boundaries.

Referrals should come from trust and respect—not transactions. Stay transparent, honor confidentiality, and keep your professional reputation squeaky clean.

In short: Do good work, and let your reputation speak for itself.

Show Up in the Quiet Seasons

Therapy practices, like most things in life, have seasons. Sometimes your inbox is overflowing, your calendar is packed, and you’re rescheduling bathroom breaks just to fit in another client. Other times… crickets.

Here’s the thing: quiet seasons aren’t failures—they’re invitations.

Use those pauses to:

• Refresh your website.

• Write that blog post you’ve been putting off.

• Attend a training or workshop.

• Reflect on what’s working (and what isn’t) in your practice.

Growth often happens in the spaces between the noise.

Connection First, Always

At the end of the day, building client interest isn’t about quick tricks or clever hacks—it’s about connection.

When you show up authentically, communicate clearly, nurture professional relationships, and care deeply about the client experience, growth happens naturally.

Because clients aren’t just looking for a therapist—they’re looking for you.

So keep showing up. Keep building trust. Keep doing the work that matters.

The clients will come—and they’ll be glad they found you.

Written by Jen Hyatt, a licensed psychotherapist at Storm Haven Counseling & Wellness in Temecula, California.

Disclaimer: This blog post is intended for informational and educational purposes only and does not constitute legal, ethical, or clinical advice. Mental health professionals are responsible for ensuring their practices align with the laws, regulations, and ethical guidelines specific to their professional licensing boards and geographic locations. Readers are encouraged to consult their licensing board, professional associations, or legal counsel for specific guidance related to their practice.