Be Successful in Private Practice

Your Psychology Today profile is often the first impression a potential client gets—and it can be the deciding factor in whether they reach out or keep scrolling. Unfortunately, many skilled, compassionate therapists unknowingly miss the mark by making avoidable mistakes that weaken their profile’s impact.

In January, I reviewed Psychology Today profiles for therapists struggling to get referrals. These are the most common and easily fixable mistakes that people were making that were costing them clients. 

Here are the top three missteps—and what to do instead.

1. Using an Unprofessional or Unfriendly Photo

Let’s face it, we live in a visual culture. Your profile photo is the first thing people see, and it can instantly shape how they feel about you. A low-quality or casual photo (think dim lighting, selfies, or cropped group pics) can give the impression that you’re not serious about your work—or simply make you seem unapproachable.

Fix it: Get a professional headshot with good lighting and a clean background. You don’t have to look overly formal—just warm, clear, and relatable. Dress the way you would for a session, and smile naturally. You want to convey both competence and comfort. If you can’t do that, get an AI app to take a selfie of you and clean it up. You can even get a friend with an Iphone and some good lighting to take a decent picture. Make sure you’re smiling. 

2. Being Too Generic

Many therapists try to appeal to everyone, which ironically ends up resonating with no one. Generic phrases like “I offer a safe space for healing” or “I work with individuals, couples, and families” may sound nice, but they don’t tell potential clients anything specific about what you actually do—or who you’re best equipped to help.

Fix it: Get specific. Who are your ideal clients? What issues do you help with most effectively? What makes your approach different? If you work with burned-out professionals, anxious teens, or couples in conflict, say that clearly. Let your profile reflect your niche and your voice. Specificity builds trust—and helps the right clients find you faster. Thinking about it this way, if you’re having a baby, would you rather go to a primary care doctor or an OBGYN?

3. Focusing Too Much on Themselves

Many of the profiles I looked over read like a bio. It’s natural to want to list your credentials, training, and therapeutic style—but if your profile reads like a résumé, it may come off as impersonal. Clients want to know what you know about them, not just what you know in general. They want to know that you see them, feel their pain and have a way to fix it. 

Fix it: Lead with empathy and relevance. Speak to the struggles your ideal client faces. Reflect their language. Then position yourself as someone who understands and can help. A strong profile balances professionalism with genuine connection.

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Final Thought:
Your Psychology Today profile is a powerful point of contact for you and your next potential client– treat it as such. With the right photo, a clear and specific message, and a tone that speaks directly to your ideal client, you can create a profile that not only attracts attention but inspires trust.

Don’t be afraid to revise, test new language, or ask for feedback. Your future clients are looking for someone just like you—they just need to recognize you when they see your profile.