How to Get More Clients as a Therapist in Private Practice in BC
As a clinical supervisor and consultant for private practice professionals in British Columbia, I often work with therapists who are in the beginning stages of setting up a private practice, or have been in the field for some time and are wondering: how do I get more clients and grow my practice?
Below are some tips that I have learned over the 5 years of building my private practice from scratch and after working with countless professionals in the context of individual clinical supervision, consultation, and group supervision. Here’s what you need to know:
Get listed on Therapist directories in BC
If you haven’t already, set up a profile on public directories such as Psychology Today and CounsellingBC. Clients often go to these trusted sites first to look for a therapist, and being listed on these platforms helps establish you as a reputable professional that has been vetted by these professional directories.
Bonus tip: You can get 6 free months on PsychologyToday by having someone who is already listed refer you (they get one free month in return!), or get one month free on CounsellingBC.
Create a strong, clear website
Having a good website that clearly indicates who you are, who you work with, and what it’s like to work with you can increase your visibility and build user trust. Over time, it also helps with your Google ranking. You can set up a website yourself on Squarespace or Wix, which are user-friendly platforms to build your own website, or hire someone to build a professional site for you.
You can learn a bit about Search Engine Optimization (SEO) and Artificial Intelligence Optimization (AIO) to improve visibility.
Make booking with you easily accessible
People love convenience these days (I mean, who doesn’t?!). Having a clear, easy way for clients to book directly with you makes it more likely that clients will follow through. When I’ve browsed online listings to search for a therapist myself, if they don’t have online booking, I often navigate away from their page (that isn’t always the case for everyone, but it can be common).
If you have an online booking site like JaneApp or OwlPractice, you can embed links to your online booking site directly on your public profiles and website.
Join a Peer Consultation Group or Clinical Supervision Group
Having regular meetings with peers will help you build rapport with other colleagues and establish a trusted network of professionals for shared referrals. You may get clients reaching out for your services that are not a good fit, however, knowing other professionals you can refer clients to directly can be beneficial for all.
For example, I often have a few therapists in my network who I know offer couples work that I can refer my individuals to when they are interested, and vice versa. Focus on building genuine professional relationships. When colleagues know your work, your niche, and the kinds of clients you are best suited to support, referrals can naturally develop over time.
If you are looking for a monthly clinical supervision group to join to connect with other professionals, I offer monthly group supervision for therapists in private practice! You can view my current group offerings here.
Build relationships with other allied health professionals
Connecting with other practitioners in similar yet adjacent fields can be a way to source referrals. For example, if you specialize in perinatal mental health, you might connect with a physiotherapy clinic that offers pelvic floor therapy.
Reach out to these companies to build a genuine professional relationship with them where they can get to know you and your work. When they can get to know you and trust that you offer supportive care, they might keep you in mind when considering referring prospective clients. You could connect with physiotherapists, registered massage therapists, doctors, dentists, and more.
Become a registered provider with insurance companies
Many insurance companies allow you to register with them directly to be a provider, which can mean being listed in their directory and being able to offer direct billing to insurance providers, which makes clients’ lives easier.
Some common insurance providers in British Columbia are Canada Life, Sun Life, Green Shield, and Pacific Blue Cross. Requirements and coverage vary by insurer and by professional designation, so check the current requirements for your specific credentials.
Register with additional providers
You can register to be a provider with other providers that offer funding or reimbursement for counselling services for clients such as ICBC, CVAP, and FNHA. Once a registered provider, you can offer counselling services that are free or reimbursable for clients eligible for support through those programs.
Insurance Corporation of British Columbia (ICBC) covers mental health counselling for up to 12 pre-approved sessions following a motor vehicle accident.
Crime Victim Assistance Program (CVAP) provides up to 48 hours of counselling for victims of a crime and can include support for immediate family members and witnesses.
First Nations Health Authority (FNHA) covers professional mental health counselling services provided by registered psychologists, clinical counsellors, and social workers for eligible First Nations individuals with BC status.
Establish a Clear counselling niche
Many counsellors start their career as generalists. In the first year of building my private practice, I took on almost any client under the sun who was willing to see me to build my caseload. Many counsellors attempt to market to everyone to get as many clients as possible, however, when you try to appeal to everyone, you end up not seeming like a great fit for anyone. How does that saying go? Jack of all trades, master of none.
Instead, figure out what client populations and presenting concerns light you up and that you are passionate about working with, and let that guide you. Clients need to be able to read your profile and see themselves in what you write. If you are too general, it risks putting off prospective clients.
Join an established group practice or clinic
Many therapists are successful in building a thriving private practice on their own. However, it can take a lot of time to do that (some have said it takes 1-2 years to build a full caseload). In the meantime, many counsellors get hired as a contractor with a group practice or clinic. The clinic typically supports you with marketing and advertising, client referrals, administration, billing, etc. They typically offer a 60/40 or 70/30 split (where the clinic retains a percentage to cover admin costs).
Joining a group practice can be a great way to enter the world of private practice but with more practical and logistical support from an established clinic. Some agencies or community settings offer an employee model, where you are paid a salary rather than being paid per client session. If you prefer more financial predictability and stability, an employee model may work better for you. For example, working in community agency or post-secondary institution can be a great way to offering counselling services with more financial stability.
Build a financial buffer
Not exactly a tip to get more clients, but a tip for when you don’t have as many weekly sessions as you had hoped for. In the months that you are busier or making more income, save part of it in a separate account so that you have a bit of a financial buffer for the slower periods. You can set up an automatic transfer with your online bank so that a certain amount from your business chequing account gets transferred into a business savings account each month.
Spend slow time doing back-end work
You will inevitably have some slower phases in private practice. Whenever I have slower client periods, I spend that time updating my website, writing blog posts, taking professional development training, and doing self-care.
All of these things may not earn direct income, but they support the development of my practice overall. It’s completely normal for your caseload to go through fluctuations throughout the seasons and you can still use this time productively (or, give yourself permission to enjoy the slow periods and rest!).
Diversify your income
My last tip is about adding other ways to earn income. For the first 4 years of building my private practice, I had a side job of teaching yoga. Some counsellors work a part-time job in schools, community settings, or even an entirely different field to make some extra money. Some therapists offer online groups or workshops to supplement their income. If you’ve been a practicing counsellor for several years, you might consider becoming a clinical supervisor to support other counsellors and have an additional revenue stream. Learn more about how to become an Approved Clinical Supervisor (ACS) here.
Overall, building a sustainable and thriving private practice takes a lot of time, patience, and trial and error. It’s not for the faint of heart, but it is possible.
If you are a counsellor in British Columbia working on starting a private practice, or would like support to grow an existing business, I offer clinical supervision and consultation to therapists looking to expand their practice. I support therapists in getting clear on their counsellor identity, carving out their niche, and building a thriving practice that is in alignment with their values and honours their unique needs.
I remember being in the dreaming stages before I started my private practice, wondering if it was at all possible to be able to do the work I love and make a liveable wage. Now that I see it is possible, I love helping other counsellors realize their dreams and build a sustainable private practice that works for them.
You can view my clinical supervision and consultation services here or book with me directly online on JaneApp.
