The Real Reason You’re Not Getting Enquiries: And It’s Not Your Pricing
Introduction: The Price-Cutting Trap
A post on LinkedIn stopped me in my tracks last week. A thoughtful therapist had followed their supervisor’s advice to drop their fee “to get more clients”. They updated their website, trimmed the price, took a deep breath… and waited. Enquiries didn’t rise – they vanished.
Price Sets Expectations, Not Just Budgets
If you’ve ever wondered whether shaving £10, £20, or even £40 off your session rate might make you more “accessible”, keep reading. Pricing is rarely the hurdle counsellors believe it is. In most cases, your fee signals value and steadiness. Lower it too far and you quietly erode the very trust you’re working so hard to build.
Therapy isn’t like buying a new toaster. When someone is anxious, grieving, or wrestling with trauma, they aren’t bargain-hunting. They’re scanning for cues of safety, competence, and hope. Your fee is one of those cues:
- Anchor of expertise: A fair professional rate anchors you in the client’s mind as experienced and capable.
- Indicator of confidence: Charging a healthy fee shows you value your own work – that confidence reassures prospective clients.
- Shortcut to trust: People assume “you get what you pay for”. A fee that’s conspicuously low can whisper: Are they new? Are they any good?
Psychology research calls this price-quality signalling. In plain English: if it looks too cheap, people suspect something’s wrong.
Three Persistent Myths About Price and Demand in Therapy
- “If I’m cheaper, I’ll fill my diary faster.”
Data from hundreds of practices shows enquiries correlate far more with clear, connecting marketing than with price bands. - “Charging less is the only way to be accessible.”
Accessibility can be woven in with limited sliding-scale slots, group programmes, or short-term packages while keeping your core fee intact. - “Raising my fee will scare people away.”
When you pair a fair increase with sharper messaging, you often increase enquiries, because you’re perceived as more specialised and trustworthy.
What Really Drives Enquiries in Private Practice
- Psychographic messaging: Speak to the internal dialogue your client has at 3 am, not just their age or job title.
- Visible expertise: Articles, podcasts, or short videos that unpack a niche topic show how you think – and build credibility.
- Consistency across platforms: Website, directories, LinkedIn, Instagram – when your voice and visuals align, trust compounds.
- Relational tone: Therapists aren’t selling gadgets; you’re inviting someone into a human relationship. Warm, grounded language lowers defences.
When these foundations click, clients feel a steady “yes” before they ever glance at your fee.
Signs Your Marketing Needs a Tune-Up (Not a Markdown)
- Your bio lists qualifications but says little about who you help and how.
- Social posts focus on generic tips or inspirational quotes rather than deeper insight.
- Website copy feels formal, third-person, or cluttered with jargon.
- You rarely share reflective stories or perspectives that reveal your therapeutic stance.
- Calls-to-action are vague – “Get in touch if you’d like” instead of “Book your free 15-minute call today”.
If two or more ring true, a price cut is like sticking a plaster on a broken arm. Marketing clarity is the real remedy.
Case Study: Holding the Fee, Doubling Enquiries
My Client “L” had only recently launched her Private Practice and was hearing crickets. She considered dropping her prices, but instead, she focussed on her ideal client at a deep level, rewrote her website and directories, and began creating super connecting social media content. A few short weeks later she was almost fully booked, then a few months after that, she was full and raised her prices. Since then, she has raised her prices 3 times in the last year, decided to reduce the number of clients she sees as she’s no longer undercharging, is continuously full and has a wait list for those who specifically want to work with her.
Refine, Don’t Discount: Practical Steps
- Define a clear niche: “Adults with anxiety” is broad. “I help high-achieving professionals with high-functioning anxiety who appear successful but feel exhausted inside.” is much more impactful
- Audit your digital footprint: Pretend you’re a potential client. Does every page and post make it crystal-clear who you help and why you’re the right fit?
- Use client-centred phrases: Swap “I offer CBT” for “We’ll pinpoint the thought loops that keep you awake and practise calmer responses”.
- Share concise stories: Anonymised vignettes (“My clients often realise…”) show real-world change without breaching confidentiality.
- Invite connection early: A friction-free booking link or brief introductory call lowers barriers far more than a lower price ever will.
Accessibility Without Undervaluing Your Work
- Sliding-scale slots: Ring-fence a set number, review quarterly, and publish how to apply.
- Group workshops: Offer psycho-education at a lower per-person cost while still valuing your expertise.
- Digital resources: Self-help guides or recorded courses widen access and diversify your income.
Accessibility and professional rates can co-exist. It’s not an either-or decision.
Your Next Move
- Resist the reflex to compete on cost.
- Strengthen your messaging until it feels like it’s speaking into the client’s mind.
- Review your online presence this week: where can you show deeper understanding and clearer guidance?
Price isn’t the villain. Foggy, vague or generic marketing is. Hold your fee, refine your message, stand out and watch the right clients step forward.
Need help tightening your messaging? My Private Practice Marketing Membership opens again after the summer. Pop your Email address on the waitlist below and I’ll let you know as soon as doors open – no pressure, just a heads-up so you don’t miss the early-bird spots.
Mel Lay – Private Practice Marketing Coach
Thank you for your response. ✨
Private Practice Marketing Coach for Counsellors and Therapists l Mel Lay 
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