How to market your private practice: Do you need a blog?

We’ve already covered why having a website is essential for private practices. Now it’s time to discuss having a blog. Blogs can help you attract more clients, build trust and credibility, and get found on Google. Win-win-win. 

But what exactly are you meant to blog about as a therapist, coach, or mental health provider? 

I’ve got you. I specialize in helping health companies with their blogs, and not knowing what to write about (at first) is a common problem for small businesses. 

Below, I’ll dive into the benefits of blogging for your private practice, what to write about, and some beginner-friendly tips to help you make the most of this marketing channel. 

Do private practices need a blog? 

First up, do you really need a blog? Honestly, you don’t need it, especially when you’re first getting your practice off the ground. But having one can help you attract and retain clients, build your credibility as an expert, and improve your visibility online. So it’s a worthwhile investment.

Blogs can also foster trust. Therapy or coaching is a huge step for many, and people need to feel safe before making it. Reading content that highlights your expertise, your caring personality, and your experience with their problems is a powerful way to build that trust. 

Personally, I read a few blog posts before committing to a provider in all walks of life — from my therapist to my accountant.  

More specifically, having a blog can help you: 

• Showcase your therapeutic style and expertise to build trust and encourage potential clients to reach out 
• Look more credible — one survey found that almost 70% of people think blogs add credibility to a website 
• Share resources to help clients further, reduce stigma, or demystify the therapy process   
• Answer common questions about your practice, services, or therapy in general, encouraging bookings  
• Let prospective and current clients know about new services or updates in your practice they might be interested in
• Have content to share on social media or in a newsletter, helping you stay top of mind without starting each piece of content from scratch   
• Improve website visibility by supporting SEO (search engine optimization) so that you can rank higher in search engines

You can even refer to your blog content in your sessions. For example, if you’re explaining a breathing technique to a client, you can let them know about a resource you have explaining the technique in more detail should they need it. 

Not much of a writer or don’t have the time? You can outsource your blogging strategy and writing. Other types of content can work well, too, like podcasts, videos, and webinars.

What to blog about as a therapist 

When it comes to what to blog about, it all depends on your practice and your goals with your blog. 

Ultimately, your content should reflect your therapeutic style and the types of services you offer. But you can share your personality. This will help you stand out and help potential clients connect with you, making it more likely they’ll reach out for support when needed. 

Here are some ideas to get you started.

Common mental health struggles

Many of us go through similar struggles in life. Consider common frustrations you see with your clients and share key information or coping strategies you usually recommend. 

Don’t be afraid to share psychoeducational tips or tools for free — showcasing your understanding and expertise builds trust and highlights you as an expert. 

Here are some blog post examples: 

• How to set boundaries without feeling guilty 
• Signs you might be dealing with OCD (and how therapy can help) 
• Understanding the 4 trauma responses: fight, flight, freeze & fawn  

What different styles of therapy involve

Most of us non-therapists don’t know the difference between CBT, DBT, humanist therapy, or any other treatment types. 

This is where you come in as the expert. You can create blog posts around the different types of therapy you work in, explaining what they are and who they’re best for. 

Here are some blog post examples: 

• What is cognitive behavioral therapy and who can it help?
• What does exposure therapy involve? 
• Why couples therapy isn’t just for those considering divorce   

What happens in a therapy session

These topics are great for people looking to book their first therapy session. You can demystify the process, share information on what happens in your first few sessions, and dive into how you personally approach your work.

Here are some blog post examples: 

• What to know before your first therapy session 
• How to know if a therapist is the right fit for you 
• The three questions I ask every new client  

New offerings in your practice 

You can use your blog as a place to share information about new offerings or services. This helps new, old, and existing clients stay up to date with your practice. Seeing you offer something that clicks with them might be the nudge they need to reach out. 

Here are some blog post examples: 

• Opening our group therapy cohort for spring
• Introducing our new service: Voice note check-ins for between-session support  
• Now offering: evening therapy sessions  

FAQs you get from clients

Find yourself answering the same questions when potential clients enquire about your services? Your blog is the ideal place to answer them in more depth.

You can also answer questions you get from current clients, or questions about therapy everyone thinks, but is too afraid to ask. 

Here are some blog post examples: 

• How does insurance coverage work for trauma counseling? 
• What’s the difference between a therapist and a coach?
• Will my therapist judge me? (We’ve all thought it!)

Seasonal topics

If you’re stuck for ideas and want to provide helpful-right-now content, consider seasonal topics.

Here are some blog post examples: 

• How to handle tax-season stress 
• Tips for managing seasonal affective disorder (SAD) this winter 
• How to cope with Mother’s Day when you’re dealing with grief

Trends in your area of therapy

This is a great way to show that you’re an expert in your field and highlight any niche services you might be offering. If you’re providing new info or a unique point of view, it’ll also help people remember your practice long after they’re done reading. 

Here are some blog post examples: 

• What is virtual reality therapy? (Yes, it’s a thing!) 
• Back-to-work life coach: Why more mothers are seeking post-maternity support 
• Soft life era: Why I’m embracing this trend with my clients     

Behind the scenes of your practice 

Don’t be afraid to get personal. Let readers behind the scenes, share why you became a therapist, or profile key members of staff, highlighting their story and expertise.

Sharing personal information helps you (and your practice) become more approachable. Potential clients may connect with these stories, and feel a level of trust before even reaching out. 

Here are some blog post examples: 

• Our founding story: From banking to burnout therapist 
• How I use AI progress notes in my practice 
• Meet Anne, our grief specialist with 20 years’ experience 

Success stories from clients

Blog posts can become powerful testimonials that highlight your skills and how exactly you help clients grow and overcome hurdles. 

But sharing success stories requires sensitivity, and it may not be suitable for all practices. Use your best judgment and err on the side of caution here! 

You, of course, don’t want to share any personal stories or sensitive subjects, like grief, addiction, or divorce. But if you’re working in the coaching space, for example, testimonial blog posts may work for you as a powerful marketing tool. 

If you do decide to share success stories from clients, always get permission and offer to anonymize or change details where needed. 

Here are some blog post examples: 

• How I coached Liam through a major career change 
• How we helped one client overcome a crippling fear of public speaking  
• Success stories from our latest new parent support group  

Blogging tips for therapists and mental health providers 

Now you know what to blog about, it’s time to get writing. Here are some tips and best practices to keep in mind: 

• Avoid jargon: Write as if you’re speaking with a client and avoid terms people outside of your field wouldn’t understand (or explain it very simply). 
• Use bullet points and short paragraphs: This helps make your content more readable (check out this very article!). 
• Use the same tone of voice: Decide on a tone of voice and stick to it with each blog post. Make sure the tone you go for matches the kind of services you offer. 
• Showcase your personality: This is what will help you stand out and help potential clients feel connected and confident enough to reach out.
• Share your individual approach and expertise: There are a lot of articles out there on “what is anxiety,” but only you can talk about your specific approach and philosophy — don’t be afraid to share them! 
• Quality over quantity. Keeping a regular blogging schedule is great as it can ensure your website is always up to date, but don’t sacrifice quality for quantity. 
• Include a call to action (CTA) at the end of your blog posts: A CTA is a phrase that prompts readers to take the next desired step. That could be to book a session with you, request a free consultation, or sign up to your newsletter. You don’t need to do this in every blog post, and you don’t want to sound salesy, but it can be a useful nudge when it feels natural and appropriate. For instance, you could say something like “Want to learn more about how I work with anxiety? Book a free consultation here.”
• Don’t get caught up in keywords: While blog posts can help your website rank for keywords and get found in search engines, don’t let this rule everything you write. Focus on providing valuable content that showcases your expertise and warmth.  

If you are looking to harness keywords, we’ve got a full guide on SEO for private practices.  

Final thoughts 

And there you have it: Everything you need to know about blogging as a private practice. While it can sound like a lot, know that you can start with one or two blog posts and build from there. 

The most important things to remember are to always share helpful, accurate information and to not share any personal details about clients (unless you have permission, of course!). 

Other than that, have fun with it and don’t be afraid to share your knowledge and experience — your current and future clients will thank you.

If you’re looking into more ways to grow your private practice, Upheal can streamline documentation, giving you more time for your clients, yourself, and your marketing.