How to Write a Psychology Today Profile That Attracts Your Ideal Clients

If you’ve ever stared at the blank space on your Psychology Today profile, unsure of what to write, you’re not alone. The biggest mistake therapists make? Talking about themselves instead of focusing on the client.

Listen – I KNOW you spent a lot of time and money on your education and you SHOULD be super proud of that. I’m proud of you, too! But unfortunately, it doesn’t mean a whole lot to your clients who are knee-deep in their symptoms and just want help finding a solution…

Your profile isn’t a resume—it’s a first impression. It should instantly make the right clients feel seen, understood, and confident that you’re the therapist for them.

So.. how to write a Psychology Today profile that will attract more clients to your practice? Keep reading!

1. Get Clear on Your Niche

Your profile needs to speak directly to your ideal client. That means getting crystal clear on:

• Who you help (e.g., anxious millennials navigating career burnout, new moms struggling with postpartum anxiety, couples on the brink of divorce)
• What they’re struggling with (in their words—not therapy jargon)
• How you help them (what transformation they can expect from working with you)

Pro Tip: Look at your past intake forms! Go back to the “What is your reason for seeking therapy?” section and literally use the words your ideal clients wrote. This ensures your messaging resonates because you’re using their language, not clinical terms they don’t connect with.

P.S. I have a worksheet to help you out with this if you feel stuck! Click here!

2. Write a Client-Focused Opening Paragraph

Your first few sentences are everything. Instead of starting with, “I’m a licensed clinical therapist specializing in…” try:

“You’ve tried everything to feel better—self-help books, talking to friends, even meditation. But the anxiety still lingers, making everyday life feel overwhelming. You’re exhausted and wondering if therapy could actually help.”

See the difference? Lead with the client’s experience and what they’re struggling with before introducing yourself. This helps them feel seen and understood—which builds trust.

3. Keep Your Language Simple & Relatable

Most clients don’t think in terms of “attachment styles” or “cognitive distortions.” They think, “Why do I keep pushing people away?” or “I just want to stop feeling so anxious all the time.”

Avoid therapy jargon like:
“I use an integrative approach to help clients navigate maladaptive thought patterns.”

Instead, say:
“We’ll work together to understand what’s keeping you stuck and find ways to help you feel more in control of your emotions.”

Simple, natural language helps clients feel comfortable reaching out.

4. Use Aesthetic Branding Photos

A great headshot and office photos make your profile feel warm and inviting. Take a few well-lit, high-quality photos – these do not need to be fancy or expensive. A new and good quality iPhone camera will even do!

On your Psychology Today profile, post a few photos of:

• Yourself (smiling and approachable)
• Your office or home office space (clients love to see where they’ll be)
• Any cozy details (a bookshelf, a comfy chair, a calming plant)

These small touches make your profile feel more personal and professional at the same time.

5. Fill Out Every Section (And Be Clear on Fees & Insurance)

A half-filled profile = a half-trusting client. Make sure you complete every section, including:

Specialties & Modalities – Only list what you actually love working with. Choosing too many options will confuse people who are looking for someone specific to help them with their problem.

Fees & Insurance – Be upfront. If you’re private pay, state your fees clearly. If you take insurance, specify which ones.

Contact Info & Scheduling – Make it easy! If you have an online scheduler, link to it. A clear way to find your website and including things like your address and phone number also work!

Want Extra Help? That’s Where I Come In!

If finding your niche, writing your Psychology Today profile, or marketing your practice in general still feels overwhelming, I’ve got you!

In my Private Practice Lab membership, we go deep into messaging, marketing, and practice growth strategies to help you attract private pay clients and fill your caseload with confidence.

You’ll not only learn how to write a Psychology Today profile that brings in more clients, but you’ll also learn other tools to KEEP your practice full and receive future referrals in on autopilot through methods like SEO (search engine optimization), networking, Instagram marketing, and MUCH more…

You can try it free for 3 days! After that, it’s only $99 per month.

Join the Lab here!

Now, go update that profile and start attracting more clients!