7 Things You Should Know About Your Ideal Clients as a Therapist
Pretty much every piece of business advice starts with “getting to know your ‘ideal client’,” but why does it feel like no one tells you how to go beyond the basics or actually use that information?
Getting to know your ‘ideal’ client on a deeper level can totally transform how you connect with them - and it all starts with understanding a few key things. Here’s an easy breakdown of what to look for and how to do it:
PS - we’re using the phrase “target audience” and “ideal client” to describe the types of people you want to be supporting in therapy sessions, who you vibe with, and who you want to market to.
Ideal Clients for Therapists: Demographics
This is all about the basics - age, where they live, and other aspects of their identity that influence how they’ll look for and choose a therapist (like gender identity and cultural background). These details shape how they communicate and what matters most to them.
Real-World Examples:
For example, a college student might be juggling school, work, and relationships, while a middle-aged client could be dealing with career transitions or parenting challenges.
How to Do It:
On your website, include imagery and language that show your target audience and speak directly to them.
Ideal Clients for Therapists: Diagnosis & Relationship To Diagnosis
Know the common diagnoses that your clients might be dealing with - whether it’s anxiety, depression, ADHD, or something else…but more than that, know how to talk about these diagnoses in a respectful, relatable way.
Real-World Examples:
Language That Cares: Instead of saying “suffer from depression,” try “struggling with depression,” which feels more empathetic.
Clarifying Misconceptions: Use your blog or social media to debunk myths about anxiety, showing that it’s a common challenge with real solutions.
How to Do It:
Write website copy that validates your client’s experiences.
Example: “If anxiety has been a constant companion in your life, let’s work together to find ways to manage it.”
Share client success stories (with permission) that highlight how understanding their diagnosis helped them move forward, OR write about how your ideal client’s life could change with support (helping them envision the transformation)
Impact on Daily Life
It’s not just about the diagnosis (or lack thereof), it’s about how it plays out day-to-day for your ideal client. How does it affect their work, relationships, or even simple routines?
Real-World Examples:
At Work: A client with ADHD might struggle with staying organized or meeting deadlines.
In Relationships: Someone dealing with depression might have trouble maintaining social connections or finding the energy to be with loved ones.
How to Do It:
On your website, include sections that talk about common everyday struggles, like: “Do you find it hard to get through the day because of overwhelming feelings?”
Create social media posts or infographics that break down everyday challenges and offer quick tips.
Ideal Clients for Therapists: Unspoken Needs
Sometimes clients have things they really need to express but feel like they can’t. This might be feelings of isolation, hidden fears, or even unacknowledged stress.
Real-World Examples:
Hidden Emotions: A client might say “I’m fine” but their body language or a brief comment might hint they’re really not.
Unaddressed Fears: They might be too scared to bring up a traumatic event because they don’t think it’s “safe” to talk about.
How to Do It:
Use your website’s blog or FAQ section to address these silent struggles—“If you’ve ever felt like there’s more you can’t put into words, you’re not alone.”
In consult calls, gently prompt clients with questions like, “Sometimes there are things we find hard to say—what’s one thing you wish you could talk about?”
Therapy Expectations
Clients come with ideas about what therapy should look like. Some want a step-by-step plan, others need a safe space to vent and explore emotions.
Real-World Examples:
Actionable Strategies: Some clients are looking for specific tools and techniques to manage stress or anxiety.
Empathetic Listening: Others might just need someone who really listens without judgment.
How to Do It:
Clearly outline your approach on your website - “I offer a blend of practical strategies and compassionate support.”
Use social media to share snippets of your therapy style, like a video explaining a simple breathing technique or a post about the importance of listening.
Reassurance Factors
Many potential clients hesitate to reach out because they’re nervous about what therapy will look and feel like. They need to feel safe, understood, and confident that they’re in good hands.
Real-World Examples:
Overcoming Fear of Judgment: A client might worry, “Will you really understand me?”
Uncertainty About the Process: They might be unsure what to expect during sessions.
How to Do It:
On your website, have a friendly “What to Expect” page that walks them through your process step-by-step.
Share reassuring testimonials on social media that highlight how your approach helped others feel at ease. If you don’t have (or don’t feel comfortable sharing) client testimonials, it’s okay! By using the other tips in this article to tailor your marketing and message to your ideal client, you can still reassure them that you know them well and are the person they should work with.
During consult calls, be upfront about your methods and invite questions: “What concerns do you have about starting therapy?”
Sources of Information
Your best insights about your ideal client come directly from them (quite literally). Obviously, you’ll want to protect your clients through changing key details and not sharing identifying information, but you can learn a lot from clients’ intake forms, consult calls, and initial sessions about their relationship to therapy itself and how you can speak to those concerns and excitements in your marketing.
Real-World Examples:
Intake Forms: Think about themes among your clients in intake forms re: why they reached out to a therapist, their stage of change, and what they’re worried about while getting started.
Client Feedback: If you request client feedback or reviews,
Community Chats: Browse Reddit or similar platforms for more candid feedback and information about your ideal clients’ concerns.
How to Do It:
Use social media polls or Q&A sessions to ask your audience about their experiences and preferences.
In consult calls, treat the conversation as a two-way street—ask them what led them to seek help and what they’re hoping to achieve.
By getting clear on who your ideal client is and speaking directly to them in your marketing, you’ll not only book more clients who are a great fit - you’ll save time with lead management and consultation calls, too.
Want to learn more about strengthening your marketing so it brings you dream clients with less work? That’s exactly what we teach in The Therapist Private Pay Accelerator, a 12-week program designed to make your therapy private practice more profitable and self-sustaining!
