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Marketing 101: How to build a Psychology Today profile

Do not confuse your profile with a resume or academic report. On Psychology Today, a client is looking for one thing. A therapist to help them.

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Psychology Today is a platform for psychologists, psychiatrists, academics and writers. They are a media company. But as a therapist, you probably know it as the comprehensive directory of providers. It is important that as a provider you host yourself on Psychology Today. The verification and brand that you have as a member of this directory are impactful, especially when a client looks for a therapist.

Psychology Today is the leading directory for providers, group practices and treatment centers. If you type a location plus a specific disorder, Psychology Today will almost always rank number one. For example, if you type Seattle and anxiety, it will likely return a therapist in Seattle who treats anxiety. This means that it is very important you spend the $29.95 per month to build a profile.

Creating a profile on Psychology Today can be daunting. Especially in dense metropolitans, you may think to yourself, “How can I possibly stand out?”

Here are five tips for creating a profile that makes you stand out on Psychology Today:

Spend the money on a professional headshot

For a client, the first impression is always the picture. It is important to make sure that the photo is professional with a clear background. If you can get a professional photographer to take a photo, do it. Ensure that your picture is up to date and embodies who you are as a person. The right picture speaks a thousand words. The goal is to connect your personality and your professional self. The goal is to show enough of who you are, and if possible, the clinical setting. If you want your profile to stand out to new clients, the professional photo is your best.

Speak to the ideal client for your private practice

Outside of your picture, you have one to two sentences to attract clients. These sentences will catch the eye of the clients you are seeking to attract. That is why you need to understand who your ideal client is. Speak to that client. These two sentences will determine whether a client opens your profile. The clients are struggling. They are there to find help with their needs, problems, and distress. It will be tempting to talk about your education and training.

Use these questions as a buffer for how you write an about section:

  • Can you put yourself in their shoes and see from their point of view?
  • Who is the client that needs and wants your service?
  • Why does your service matter to them?
  • What is the true benefit to them?
  • Will your service exceed their expectations?

Focus on identifying your niche and the thing you do well that is unlike other providers. Align your service and marketing. Ensure that you are describing exactly what those clients need. Not what you can provide. It is deeply important that you do not boil the ocean. You may be qualified to treat every issue on the face of the earth, every sexuality, every community and every type of therapy, but when a client comes to your page, they won’t believe that.

Do not confuse your profile with a resume or curriculum vitae

Do not confuse your profile with a resume or academic report. If you want to talk about your research, and breadth of experiences, ResearchGate is a good place to do that. On Psychology Today, a client is looking for one thing. A therapist to help them. A therapist to help relieve their pains and challenges. A client is not there to learn about your education or your accomplishments.

Find your social media marketing voice and tone

You are a business that is offering a service. You need to remember this as you build out a profile, website, and social media presence. It is important to develop a voice and tone. Your voice is your personality. This generally always stays the same. Through voice, you gain an ability to humanize your brand and have a conversation with the client. The tone is the subset of your brand’s voice. It is the expression of that personality. It is the language you use to address your clients. According to Buffer, there are a few key questions that you can ask yourself as you develop your voice and tone:

  • If your brand was a person, what would their personality be?
  • If your brand was a person, what’s their relationship to the clients? (a coach, partner, parent, etc.)
  • Describe in adjectives what your brand’s personality is not.
  • Are there any therapists or providers that have a similar personality to yours? What about them is similar?
  • How do you want your clients to think about your brand?

Use Grammarly and Hemingway to proofread your profile

Both of these are free tools to use that can improve your writing. Grammarly will help you find all those nitpicky detailed mistakes. Hemingway will help you structure easy to read sentences. Consider them your editor in chief in all the writing that you do. It is important that you proofread your profile and catch the small mistakes. Those could be the make or break about whether a client selects you. Use language that is common. Use language that is understandable and accessible. It is likely that a client does not have the same level of education as you. Choose the words that seem inviting and non-judgmental.

Make it a goal to aim for the 7th or 8th-grade reading level. You can determine this by copy and pasting your language into Hemingway online.

One step closer to more clients

As a private practice owner, you are running a business. It is important that you invest the time, money and energy into growing your business. Remember the importance of having a Psychology Today profile is more than just new referrals. As mentioned above, the verification and brand that you have as a member of this directory are impactful, especially when a client looks for a therapist.


Heard helps therapists build community and find new clients. If you’re a therapist (or finding yourself isolated in your private practice), we’d love to help! You can get started joinheard.com.

Feel free to email us at contact@joinheard.com with any questions or concerns.

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