Updated on July 21, 2025
Being a skilled therapist is essential, but if people can’t find you, they can’t work with you. That’s where Psychology Today comes in.
Psychology Today is the most widely used therapist directory in the U.S. Millions of people use it every month to search for help with anxiety, relationships, trauma, and more. Whether they click through Google or go straight to the site, it’s often one of the first places they look when they’re ready to reach out.
If you’re in private practice or growing a group, an optimized Psychology Today profile can connect you with more of the right clients. This guide will show you how to make the most of your profile and turn it into a reliable way to grow your practice.
Why Psychology Today Works
Clients Are Already Searching There
Psychology Today shows up in thousands of Google searches every day. People type in things like:
- “Therapist near me”
- “CBT therapist in Austin”
- “Online counseling for anxiety”
When those searches happen, PT is often on the first page. Your profile, if it’s listed and written clearly, taps into that visibility, sometimes even before someone visits your website.
The Filters Help People Find You Faster
Clients can filter by issue, therapy style, insurance, or location. If your profile speaks directly to who you help and how you work, it becomes easier for the right person to reach out.
It Works for Groups, Too
Each therapist in a group practice can have a separate profile. This helps in a few ways:
- More visibility: Each profile can show up in search
- Better matches: Clients can filter by specialty
- Faster scheduling: More profiles = more open appointments
- Stronger brand presence: Consistent photos, tone, and info across profiles builds trust
How to Make Your Profile Work for You
1. Write Like You’re Talking to a Client
Skip the clinical jargon. Speak directly to the person who’s reading your profile and wondering if you’re the right fit.
Instead of:
I utilize evidence-based modalities to assist clients with emotional regulation.
Try:
I help adults manage anxiety and feel more in control, using proven tools like CBT and EMDR.
Start your bio with one or two sentences that clearly address your client’s pain point and explain how you can help. These lines often appear in search previews.
2. Be Specific Without Overloading on Terms
It’s helpful to include a few terms your clients might search for, but you don’t need to include every modality or issue.
Applicable terms to include naturally:
- Anxiety, depression, trauma, relationships
- CBT, EMDR, mindfulness
- “Therapist in [city],” “online therapy in [state]”
Keep it conversational. The goal is to make it easier for someone to say, “This therapist gets me.”
3. Show What Makes You Different
People want to know what it’s like to work with you. Share something real about your style or background.
Examples:
I combine mindfulness with CBT to help people feel less overwhelmed and more connected to themselves.
With a background in education, I support parents navigating challenges both at home and in school.
Avoid vague phrases like “safe space” or “nonjudgmental support.” Instead, give a glimpse of what that looks like in your work.
4. Add a Professional Photo
Your photo matters. It’s often the first thing people notice.
Tips:
- Use natural lighting
- Wear what you’d wear to a session
- Choose a calm, welcoming expression
- Avoid selfies or casual snapshots
If your photo is dark, blurry, or taken years ago, it’s time for an update.
5. Use Video if You’re Comfortable
A short video can help someone feel more confident reaching out. It doesn’t have to be fancy or long.
Example script:
Hi, I’m [Your Name]. I help people manage anxiety and feel more confident in daily life. Therapy can feel overwhelming at first, but I’m here to make it approachable and supportive.
Even 30 seconds can make a difference.
6. End With a Clear Next Step
Tell people exactly what to do. Invite them to take the next step in a way that feels safe and simple.
Examples:
Call or email to schedule a free 15-minute consultation.
Ready to get started? Send a message, I’m here when you’re ready.
Avoid sounding formal or salesy. Just be clear and kind.
Why Directory Profiles Work So Well
People using Psychology Today are actively looking for help. That makes it different from social media or other types of marketing.
- They’re ready: Directory users are often closer to booking
- They can filter easily: Clients find therapists who take their insurance, offer the right modality, or are in-network
- It complements other channels: A strong PT profile can support your website traffic, Google Business listing, and referrals
For group practices, directory marketing scales easily. Each therapist’s profile adds visibility and gives potential clients more entry points to your practice.
A Simple, Affordable Way to Grow
Psychology Today isn’t just another listing. When done right, it becomes one of the most consistent ways to get new clients, especially if you don’t have the time or budget for large-scale marketing.
Start small:
- Update your bio
- Add a recent headshot
- Include a short, warm video
- Double-check your contact info and call to action
Then watch what changes. You may notice better-fit inquiries, more bookings, and fewer gaps on your calendar.
Need Help Improving Your Profile?
If you’d like support writing or refining your Psychology Today profile, Garrett Digital can help. We work with therapists and group practices to improve their marketing, attract more of the right clients, and grow with confidence. Reach out here.
