Don’t Renew Your Counselling Directory – Do This Instead

I had the idea to put together a workshop on this topic a while ago. But then life happened, things got busy, and I wasn’t able to pull it together, until I saw a post I couldn’t ignore.

A therapist shared an email she’d received from one of the counselling directories (see below). The email explained there was a technical glitch affecting multiple profiles, including hers. Anytime a client sent her a message, an error popped up, which meant the message never actually got through. She never received those client enquiries. The directory offered her seven days’ compensation on her renewal date, but there was no clear explanation of what went wrong or if it would happen again.

My heart sank for her. That’s when I knew I had to act. I had to put something together to help therapists stop relying on directories as their only source of clients.

When I finally launched the workshop, nearly 400 people registered, which just goes to show, this topic is a big deal. It’s clearly on a lot of people’s minds right now. **Please note this workshop is now no longer available, but I have detailed everything I covered in this blog :)

I’m Not Against Directories

I want to clarify that I don’t oppose directories entirely. Many of my clients (therapists) find success through them.

But for many, it’s hit-and-miss, especially if you’re relying on them to fill a full-time practice.

Plus they can quietly cost you more than just money: they cost you control over your marketing, messaging, and long-term growth.

It’s easy to fall into the cycle of:

“If I just do another CPD course or tweak my profile, maybe the enquiries will come…” But the truth is, we need to rethink how we approach visibility.

Why Directory Listings Often Don’t Work

Let’s be honest. Directories can feel like a giant noticeboard packed with hundreds of yellow Post-it notes, every therapist trying to stand out, but all blending into a sea of sameness.

And when we try to speak to everyone, we end up speaking to no one.

Many people browsing directories are price-driven or availability-driven. They’re shopping around, not necessarily looking for deep alignment or connection. And on top of that, you have no control over the algorithm, you can get buried, even if you’re a brilliant therapist.

Cost-Effective Ways to Attract Clients

This is where we flip the script.

Here’s what I see all the time in counsellors’ websites and social media:

“I qualified in 2018.”

“I know what it’s like to struggle.”

“I understand how difficult this can be.”

All of that is lovely, but here’s the problem, it’s all about you.

Now flip it.

“You are stuck right now.”

“You’re feeling overwhelmed, and talking to friends isn’t helping anymore.”

You and your partner are feeling disconnected.”

“You’ve lost someone, and it feels like you’ve lost a part of yourself.”

See the difference? One is you-focused, the other is client-focused. And the client-focused one is what makes people stop scrolling and say: “Oh, they get me."

Say Less, Mean More

Here’s an exercise for you:

Imagine I’m your ideal client. I’m motivated, I’m ready, and the situation I’m in matches what you can help with.

Now, look at your online presence, your website, your social media, your blog posts.

Would I know you’re the right therapist for me?

Would I see the words, stories, or examples that make me feel seen?

Would something about your content make me hit enquire or book now?

Strip Out the Jargon

I know, I know, we’re trained to use words like “person-centred,” “trauma-informed,” “attachment-based,” “somatic integration”… but your ideal client is not sitting there thinking, “Ah yes, I must find a trauma-informed, attachment-based practitioner today.”

They’re thinking:

✔ “I want to stop feeling this way.”

✔ “I want help with my relationship.”

✔ “I want to feel like myself again.”

Yes, keep the professional language somewhere for SEO and credibility. But when you’re speaking to the client, whether it’s on your website, in your Instagram captions, or in your counselling directory profiles, use language that resonates with them, not your clinical peers.

Hit-and-Miss Content = Hit-and-Miss Results

If your content is targeted, clear, and specific, you’ll attract clients who are targeted, clear, and specific about wanting to work with you.

Speak directly about:

✅ Who you help

✅ How you help them

✅ Why you

✅ How they can take the next step (price, contact, call-to-action)

You might be a person-centred counsellor, but your marketing can’t be person-centred.

What I mean by that is: you can’t leave it entirely up to the client to figure out if you’re the right fit, especially if your messaging is hidden behind layers of jargon.

A Quick Word on ChatGPT

I’m going to say this because it’s becoming more common: use AI tools like ChatGPT mindfully.

Why?

Because people can tell when something’s been written by a robot.

Sure, ChatGPT can help you brainstorm or draft things faster. But if you paste content straight from an AI tool without making sure it sounds like you, you’re going to lose the authenticity your audience craves.

Spellllllling mistakes and imperfect gram,mar are making a comeback because they show humanness, warmth, and realness. Don’t polish yourself out of your own voice :)

Why Your Website (and Niche) Are the Secret Weapons You’re Overlooking

Here’s something I ask the therapists I work with all the time:

If I asked you to sit down and write a blog post or social media caption right now, what would you write about?

Would you know exactly who you’re talking to?

Because here’s the thing: so many therapists come to me saying, “I help you heal trauma,” or “I help you manage stress,” or “I help you improve communication with your partner."

That’s lovely, but it’s too vague.

It’s like whispering into a crowded room and hoping the exact right person hears you.

Let’s get specific.

❌ “I help you heal trauma”

✅ “I help you confidently share your story without fear of being judged.”

❌ “I help you manage stress”

✅ “I help you feel calm and in control of your life, even when everything feels overwhelming.”

❌ “I help you improve communication with your partner”

✅ “I help you have open, honest conversations with your partner, without the tension of being misunderstood.”

Notice the difference?

It’s not just about what you do, it’s about how your work transforms your clients lives.

So this is the formula:

✅ “I help [ideal client] with [their core problem] so they can [desired result].”

For example, my niche statement would be:

“I help therapists and counsellors who are struggling to maintain a steady flow of clients. Through mindset work, strategy, offers, and powerful messaging, you gain the confidence to consistently sign clients and start living life on your own terms.”

Your Personal Brand Is Your Superpower

Remember: your personal brand isn’t just your logo or colour scheme.

It’s your experience, your opinions, your voice, what you stand for, and your mission.

It’s what sets you apart from the sea of sameness. Your personality is your unique selling point (USP).

When you know who you’re targeting, you can create marketing that not only attracts your ideal clients but also gently repels the people you don’t want to work with, which is just as important.

Word of Mouth & Networking

One of the most underutilised but powerful tools you have as a therapist is your existing network. And no, this isn’t about putting out a desperate plea like, “Help! I need clients!” Instead, it’s about confidently and clearly letting people know, “I currently have space on Wednesdays, do you know anyone who could benefit from this kind of support?”

Think of your professional circle: other therapists, supervisors, people you trained with, local wellness practitioners, even friends and family who understand and respect what you do. These are the people who already have some trust in your work or can vouch for your expertise.

Referrals that come through these channels tend to be higher-quality leads compared to cold enquiries from directories. Why? Because the recommendation comes with an embedded layer of trust. Someone they know believes in your work enough to pass along your name, which shortens the distance between you and a potential client emotionally and relationally.

To build this kind of successful referral flow, two key ingredients matter: clarity and trust. You need to be clear on what you offer and who you help, so people know when and why to refer someone to you. And you need to nurture trust, this isn’t just a one-off email blast but an ongoing relationship with your professional community.

If you want to make it easier for your network to refer clients to you, consider sending them a brief, warm email. Share what kinds of clients you’re currently welcoming, when you have space, and why you feel passionate about this work. (Pro tip: you can grab my template emails for both cold and warm outreach here, they make it simple to start these conversations.)

Also, don’t overlook Facebook groups, supervision spaces, or local practitioner meet-ups. These are great places to make authentic connections. Remember, this isn’t about hard selling, it’s about aligning who you are and what you offer with the right people, so you become top of mind when someone says, “Do you know a good therapist who can help with this?”

When you shift your mindset from “I need clients” to “I am open to supporting the right clients,” you move into a more confident and magnetic energy, and that’s when networking truly starts working for you.

---

Want to win one of FIVE free 45-minute coaching calls with me?

I’m giving away FIVE 1:1 coaching calls to therapists and counsellors who are ready to break free from the directory hamster wheel, sharpen their niche, and build a practice that feels like them; profitable, purposeful, and powerful.

To apply, click the button below and fill out the application form for your chance to win a spot for us to work together and get you unstuck.

Winners will be selected on Monday 2nd June 2025.

Apply Here