Your website isn’t just another box to tick off in private practice—it’s the most valuable marketing asset you own. Yet so many therapists are either neglecting their sites, DIY-ing clunky designs, or rushing to launch without clarity on who they want to work with. The result? Websites that repel clients instead of attracting them.

In this episode, I break down the most common mistakes therapists make with their websites—from generic content and messy design to ignoring SEO—and explain why your site should be the hub of your marketing. You’ll also hear how investing time, energy, and strategy into your website pays off in client inquiries, freedom from directories, and long-term practice growth.

And if this is striking a chord? I created Open House Week (starting 15th September) to help you fix these exact problems. It’s a free, practical week of training, feedback, and tools to make your website work for you—plus annual members will get access to a done-for-you Squarespace template.

👉 Register free here: www.prosperinprivatepractice.com/open-house-week

What you’ll learn in this episode:

• Why your website is more valuable than Instagram or directories
• The #1 mistake therapists make when rushing to launch a site
• Common DIY design pitfalls that drive clients away
• Why generic, jargon-heavy content doesn’t resonate with clients
• How neglecting SEO and updates makes your site invisible
• How Open House Week helps you turn things around

Ever wondered what it really takes to create a sustainable therapy business beyond one-to-one client work? In this behind-the-scenes episode, I’m sharing an honest look at the different revenue streams I’ve built into my private practice, how they fit into my week, and the level of work that goes into running them.

I’ll walk you through:

• How I run my private practice specialising in binge eating and ADHD
• The role of digital products and why I don’t actively market them
• My upcoming work as a clinical supervisor
• The mentoring and membership side of my business
• Running a twice-yearly CPD programme for therapists
• My annual Prosper in Private Practice summit and how it became profitable
• The real costs, time investment, and support I need to make it all work

You’ll get the truth about balancing multiple income streams – the wins, the challenges, and why it’s not about “easy money” but about creating flexibility, stability, and work you love.

Links & Resources:
📸 Instagram: @prosperinprivatepractice
💬 1:1 Mentoring for Therapists: Mentoring Packages
🌱 Membership Community: Prosper in Private Practice Hub
🛠 Therapist Clarity Bundle: Get the Bundle

In this episode, I’m joined by Gemma Antcliffe (@fertilitycounsellorgemma), a Yorkshire-based therapist specialising in infertility, baby loss, and reproductive trauma.

We talk about the winding path into private practice, the messy reality of starting out while juggling family life, and how Gemma eventually found the confidence to niche—and own her voice online.

This conversation is honest, warm, and full of relatable moments for any therapist navigating visibility, niching fears, or the business side of private practice.

🔍 What We Cover:

00:00 – Meet Gemma
Gemma introduces herself and her route into private practice—including how military life and motherhood shaped her career.

03:00 – Starting Private Practice with Two Young Children
The behind-the-scenes juggle of evening sessions, nap schedules, and “please don’t wake up” moments.

05:00 – From Generalist to Niche: The Infertility Journey
How personal experience led Gemma to her niche—and the internal debate about whether she was “healed enough” to support others through it.

10:00 – Overcoming the Fear of Niching
Gemma shares how she used social media to announce her new niche (and why the “big scary announcement” wasn’t such a big deal after all).

13:00 – Visibility, Instagram, and Doing What Works for You
We talk about finding the right marketing platforms for your personality and why Gemma leans into video content over Canva carousels.

16:00 – Speaking to Pain Points (Without Feeling Salesy)
Why knowing your niche helps you write more powerful content—and how to market with heart and authenticity.

18:00 – Reflecting on Business Growth and Confidence
From “side hustle” to serious business: how Gemma’s mindset shifted over the past year.

21:30 – What’s Next: Digital Products, Community, and a Book?
Gemma shares her long-term vision for creating a bigger impact beyond 1:1 therapy.

24:00 – Ethical Self-Disclosure in Marketing
How to navigate visibility and vulnerability as a therapist, especially when your niche is personal.

26:00 – Fear of Judgment and Comparisonitis
We talk honestly about the fear of being visible—and how connection with peers helps ease it.

27:00 – Gemma’s Top Tip for Therapists
Don’t do it alone. Why finding “colleagues” and therapist friends has been essential for staying motivated.

📲 Connect with Gemma:

🌐 Website: www.gemmaantcliffe-counselling.co.uk
📸 Instagram: @fertilitycounsellorgemma

Directory profiles like Counselling Directory and Psychology Today can be helpful—but they’re no longer enough to consistently fill your private practice. In today’s episode, I’m talking about why relying solely on directories is risky, and what proactive steps you can take to become more visible, build trust, and attract your ideal clients in a changing therapy landscape.

Whether you're an in-person or online therapist, you'll walk away with practical ideas and plenty of reassurance that marketing doesn't have to feel overwhelming, salesy, or inauthentic.

⏱️ Timestamps & Key Topics:

[00:00] Welcome & why this topic matters
How this episode was inspired by real questions in therapist Facebook groups—and why it’s time to stop relying on directories alone.

[01:00] Why directory referrals are drying up
The reality of increased competition, changing client behaviour, and why the “list it and leave it” strategy doesn’t work anymore.

[04:00] Directories are passive marketing
What passive marketing looks like—and why successful private practices require a more proactive approach.

[05:30] Making your profile stand out
Quick tips to write a more compelling, client-centred directory profile (and why that first paragraph matters most).

[07:00] You’re a business owner now
A mindset shift: therapists in private practice are also business owners, and visibility is part of the job.

[08:00] Real-world marketing examples
Claire shares how she marketed her disordered eating niche—through gyms, collaborations, Instagram Lives, and podcasts.

[10:30] What local therapists can do
Ideas for in-person therapists to grow visibility locally: community talks, Google profiles, Facebook groups, and relationship-building.

[14:00] What online therapists need to focus on
Why SEO matters more when you're online—and what makes your website (and blog) truly effective.

[17:00] Using social media strategically
An overview of platforms—Instagram, Threads, TikTok, podcasts—and how to choose what feels right for you and your energy.

[22:00] Avoiding burnout with marketing
How to layer your marketing efforts without spreading yourself too thin.

[24:00] A final nudge about visibility
The power of connection, video, and building trust—why it’s worth the effort for both your business and your future clients.

💡 Therapist Takeaways:

• Directories are helpful—but they’re just one tool, not a full strategy.
• Building visibility doesn’t have to be pushy—it can be grounded, values-led, and sustainable.
• Think about where your ideal client spends time—and show up there, in a way that feels doable.
• Your website, SEO, and social presence can work together to help people find and trust you.
• Marketing is a skill you can learn—and there’s no one right way to do it.

🔗 Resources & Links:

• Learn more about the Prosper in Private Practice Membership
• Work with me 1:1: Mentoring Options
• Follow me on Instagram: @prosperinprivatepractice

In this episode, I explore the growing role of AI in therapy and private practice—from ethical debates to practical, everyday support. I share how I use tools like ChatGPT to save time, get creative, and better serve my clients and community. Whether you’re AI-curious or AI-cautious, this is a thoughtful look at the future of our work.

⏱️ Episode Timestamps:

[00:00] Welcome & what to expect
A little life update, why I’m back on the podcast, and what this episode is all about.

[01:30] Why therapists are talking about AI
The rise in AI discussions across therapy spaces—and why opinions are so mixed.

[03:00] The scary side: concerns about AI
A recap of the Stephen Bartlett podcast with an early ChatGPT developer—and why it made me pause.

[04:30] The helpful side: AI as a time-saving tool
How I use AI to support podcasting, content, admin, and daily tasks in private practice.

[05:30] How AI is already being used in mental health
From NHS triage tools to CBT-style chatbots—AI isn’t coming, it’s already here.

[07:00] Will this impact private practice therapists?
Thoughts on client expectations, younger generations, and the myth that human therapy is “safe” from tech.

[09:00] What this means for our work going forward
Why we can’t afford to ignore it—and how it might actually help us meet clients where they are.

[10:30] A real example: repurposing my old course using AI
How I used ChatGPT to breathe life into an outdated online course and create modern, accessible resources.

[13:00] How AI could support your practice
Practical ways to use AI for marketing, admin, session planning, and client resources.

[14:30] Real feedback from my membership
How therapists used my custom GPTs to clarify their niche and write standout directory profiles.

[16:00] What you can and can’t do with the free version
A quick comparison between free vs. paid ChatGPT—and why memory matters.

[17:30] Why AI sometimes sounds naff (and how to fix it)
The secret to getting better results from AI: teaching it your tone, values, and message.

[18:30] Final thoughts: find what works for you
I share my stance—and invite you to choose the path that aligns with your values and practice.

• Join the Prosper in Private Practice Membership
• Follow me on Instagram: @prosperinprivatepractice

In this episode, I’m joined by Emma Tynan, also known on Instagram as The Medical Trauma Therapist. Emma has built a thriving niche private practice supporting clients living with medical trauma and chronic illness — and today, she’s here to share how that journey has unfolded.

We cover a lot of ground in this conversation, including:

• How Emma transitioned from her background as an A&E nurse into private practice.
• What medical trauma really looks like — and why it’s about so much more than flashing lights and hospital dramas.
• Why Emma initially hesitated to niche — and what gave her the confidence to do it.
• How she grew her visibility on Instagram as a therapist (even though marketing terrified her at first!).
• Where most of her referrals come from now — and how that has shifted over time.
• The practical changes she made to her website to attract her ideal clients.
• How she created and marketed her first full-day CPD workshop for therapists — and why she’s now adding free masterclasses to her marketing mix.

Emma speaks with real honesty about the ups and downs of marketing a niche practice, building referral relationships, and experimenting with income streams beyond 1:1 therapy. This is an inspiring listen if you’re wondering how to own your niche and market your practice in a way that feels true to you.

Whether you’re a therapist new to private practice or thinking about specialising in a niche — or simply want to hear how another therapist has done it — you’ll find lots to take away from this one.

👉 You can find Emma on Instagram: @themedicaltraumatherapist
👉 Emma’s website: emmacounselling.ie
👉 Sign up for Emma’s free masterclass on supporting clients with chronic illness: Free Masterclass

Stepping into private practice isn’t all cozy therapy rooms and full diaries—there’s a lot that doesn’t get talked about. In this candid roundtable discussion, I’m joined by three incredible therapists at different stages of their private practice journey: Charlotte Bailley, Nicola Kemp, and Sian McKenzie.

Together, we’re lifting the lid on what really happens behind the scenes as you grow a sustainable, ethical, and authentic private practice. From the emotional rollercoaster of getting referrals to setting your fees, finding your niche, and navigating marketing without losing your mind—we go there.

Whether you’re just starting out or in the messy middle, this episode will leave you feeling less alone, more empowered, and ready to step into your CEO therapist mindset.

💬 In this episode, we talk about:

• The messy realities of building a private practice (and how long it really takes to feel stable)
• Why imposter syndrome shows up hard when you start charging real money
• The pressure to do all the CPD before you feel “ready”
• Mindset shifts that helped us stop people-pleasing and start owning our value
• How each therapist markets themselves differently—and why that’s totally okay
• The truth about niching and why it's a game-changer for referrals
• Getting off the marketing hamster wheel and finding a rhythm that works for you
• Exploring additional income streams beyond one-to-one work
• How to show up on social media without compromising your boundaries
• And yes...we talk about therapy fees, coaching fees, and why it’s okay to earn good money as a therapist

🎧 Whether you're:

• A newly qualified therapist wondering where your first client is coming from
• A mid-career counsellor secretly googling “how to get more therapy clients”
• Or a seasoned pro thinking of branching into CPD, speaking, or mentoring

...this episode is the honest, heartening chat you didn’t know you needed.

🌟 Meet the Panel:

• Charlotte Bailley – Accredited psychotherapist, podcast host of Let’s Talk People Pleasing, and visibility mentor for women in business
• Nicola Kemp – The Self-Worth Therapist working with confidence, trauma, and childhood wounds (and Instagram magic-maker)
• Sian McKenzie – The Soul Shine Therapist, blending spirituality with therapy in a grounded, inclusive way

🔗 Links:

• Join the Private Practice Community
• Find Claire on Instagram here
• Explore CPD training with Sian: @soulshinetherapist
• Check out Charlotte’s instagram here
• Connect with Nicola: @theselfworththerapist

Ever found yourself endlessly scrolling Instagram, trying to figure out the latest algorithm hack, and wondering why your client list isn’t growing?

Yep, me too.

In this candid episode, I’m pulling back the curtain on my recent detour into the Instagram rabbit hole—how I lost focus on the marketing methods that truly work for me, and how I found my way back.

You’ll hear:

• Why social media isn’t always the smartest marketing move
• The “glass jar” analogy that might just change how you prioritise your time
• How to know whether Instagram is a big rock or just sand in your business jar
• Real examples of therapists shifting their focus and seeing better results
• A pep talk on reconnecting with your values and ditching comparison

This is a love letter to any therapist who’s ever felt stuck, scattered, or like they’re doing marketing “wrong.” (Spoiler: you’re not.)

🎧 Listen now and reclaim your focus.

🔗 Mentioned in this episode:
✨ Register for the Prosper in Private Practice Summit – Free Ticket
🗓️ May 13–15, 2025
🎁 Bonus pre- and post-summit live events included!