I speak to therapists every day who are brilliant at what they do, who are deeply trained, experienced, and full of heart. And yet, many of them are still putting the future of their entire private practice in the hands of online directories.
It’s not hard to understand why. You were told that being visible meant joining BACP, Psychology Today, Counselling Directory, maybe paying a bit extra for a profile boost or Top Position….and waiting. Waiting to be chosen. Waiting to be found. Waiting for something to click.
But very few Counsellors and Therapists are saying out loud: the model isn’t working anymore. And it hasn’t for a long time.
BACP have openly admitted that their search algorithm has had serious issues for months, maybe longer.
Psychology Today have stopped random listings, meaning if you’re on page 10, you’re always on page 10, so if you’re not already near the top, your profile is likely gathering dust.
And Counselling Directory, probably the most trusted name in the UK, has become a guessing game. Therapists report going weeks or months with silence, and then suddenly get enquiries only when they pause their listing. That’s not a strategy. That’s a stress cycle.
So why are so many good therapists still relying on these platforms to carry their practice? Because they were never shown an alternative that feels ethical, human, and emotionally intelligent.
Because no one taught them that aligned marketing isn’t about performing or pushing, it’s about showing up in your full presence, and letting clients feel you before they ever sit in the room.
That’s what we do inside my membership.
Therapists come in feeling unsure…unsure how to show up online, unsure what to say, unsure if they even want to market. They join and immediately gain clarity, momentum, and a message that lands.
Not because they’ve become someone else. But because they’ve come home to who they already are as a therapist, and learned how to let that be seen. They’ve taken their business out of the hands of algorithms and started growing something more solid. They’re no longer crossing their fingers. They’re leading.
They’re building visibility in ways that actually feel right:
– Ethical SEO that brings in ideal-fit clients, without needing to post every day
– Building meaningful referral relationships in their community
– Sharing content that sounds and feels like them – quiet, reflective, powerful
– Finding their niche, their rhythm, their message, without turning into a marketer
And they’re doing it in a space that gets it. No pressure. No B.S. Just real, grounded support from someone who knows what works and knows exactly how to guide you through it.
This is the bit that Therapists don’t talk about enough: directories can be a backup. But they should never be your foundation. Not in today’s world.
Clients don’t just pick the first name they see anymore. They’re reading. They’re watching. They’re feeling their way toward the right therapist. You. But only if you’re visible in a way that lets them connect with you , your values, your approach, your presence…. way before the first email enquiry is sent.
That’s what modern therapy marketing really is. Not performance. Not pretending. Just truth and clarity, well communicated. You don’t need to be everywhere. You don’t need to hustle. You don’t need a loud personality or a massive following.
You need your message to meet people where they are. You need to build trust before a session even begins. That’s what the therapists inside my membership are doing, and the shifts they’re experiencing are incredible:
✨ “I can’t thank you enough for your help and support via the membership.” – Helen Stephens
✨ “It’s a privilege to be guided by you, Mel.” – Garon Green Therapies
✨ “I found my niche, built confidence, and I’m making videos I never thought I’d do!” – Sam Lapping
✨ “The community you’ve curated is top notch.” – Ellee Picken
✨ “Your content has been so inspirational.” – Tessa Gates
✨ “This is exactly why I joined—to gain clarity, tools, and support.” – Joanne Reed
✨ “I’m loving the community you’ve built and looking forward to learning more.” – Hannah Charlotte
This isn’t just a programme. It’s a space where therapists finally get to make peace with marketing, and create something sustainable that reflects their voice and values.
And if you’re feeling that pull, the sense that you’re ready to stop relying on patchy directories and start growing something that’s truly yours, now is the time.
Doors to the membership close in a few days. And this is the last round where you’ll get a free 1:1 session with me (worth £157) to get started with proper, personal guidance.
You can stay where you are, hoping, waiting, and refreshing your inbox. Or you can step into a new way of being visible. One that feels fully aligned, and actually gets results.
This work is deep. And it matters.
So does your voice. Let’s help people hear it.
Join here: CLICK HERE
Private Practice Marketing Coach for Counsellors and Therapists l Mel Lay 
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