Reaching out to a psychologist can take people a long time. Many search at night, read a few websites and close the tab. They may do that several times before they book.
Marketing to someone in that position isn’t like marketing most services. The goal is not to persuade. It is to be clear, kind and easy to contact. Here is what that looks like.
Write like a person
- Use plain language, not clinical jargon or lists of conditions.
- Describe how you work: the pace, the tone and what the first session is like.
- Include a real photo and a short, human introduction for each practitioner.
- Say who you work with and who you may not be the best fit for. It saves everyone time.
Answer the practical questions
Anxious people have practical worries. Answer them before they have to ask:
- What happens in a first appointment?
- How much does it cost, and what can be claimed through Medicare or private health cover?
- Do you offer telehealth, and how does it work?
- How soon can someone be seen?
- What if I’m not sure this is right for me?
Make contact low-pressure
A phone-only contact route is a barrier for some people. Offer a simple form or email option, and say when someone can expect a reply. Avoid urgency, countdowns or wording that pushes people to book.
Be careful with claims
The advertising rules apply, and some points matter more in this field:
- No testimonials. Client comments about therapy or results shouldn’t be published.
- No promises. Don’t claim that therapy will fix, cure or guarantee an outcome.
- Accurate titles. Titles such as clinical psychologist need to match the practitioner’s endorsement.
- Evidence for claims. Statements about what a therapy can do should be accurate and supported.
Include safety information
Make clear what your practice does not provide. If someone is in crisis, they need to know where to go. Your page should point to emergency services and crisis support, such as 000 and Lifeline on 13 11 14.
Keep social media gentle
General, compassionate information is fine. Avoid sharing client stories, and moderate comments so no one shares personal details in public.
Questions we get
- Can we mention the conditions we work with? Yes. Describing the concerns you see, in plain language and without promising outcomes, helps people recognise themselves and know you can help.
- What about intake forms? Keep them proportionate and secure, and ask only for what you need before the first session.
- Should we list our fees? Yes. Clear fees and rebate information reduce anxiety and unnecessary calls.
- How do we write about sensitive topics? Avoid graphic detail, follow established safe messaging guidance and always include support options.
A first-session page that helps
One of the most useful pages you can write is a plain description of the first session. Cover how long it runs, what you will ask, what happens to the information, how confidentiality works and how to cancel or reschedule. Knowing what to expect takes a lot of the fear out of booking.
Telehealth
If you offer telehealth, explain how it works, what people need, such as a private space and a stable connection, and when you would suggest meeting in person instead.
We help psychology practices with careful, compliant marketing, including concern pages and a calm, accessible website.