Updated on April 5, 2025
Clinical and personal skills are essential, but are only part of a successful business. If you want a steady stream of new clients, you must show where people are already looking for help. That’s where Psychology Today comes in.
Psychology Today is the most widely used therapist directory in the U.S. Millions of people visit the site each month searching for someone who can help them manage anxiety, work through relationship issues, or finally feel like themselves again.
This article will walk you through how to make the most of Psychology Today—why it matters, how it helps people find your profile in Google, and what you can do today to turn your listing into a powerful tool for growth.
Whether you’re in private practice or running a growing group, the right PT profile can bring in more of the clients you want to work with—and help them feel confident reaching out.
Why Psychology Today Works for Therapists
1. It’s Where Clients Are Already Looking
Psychology Today is the most popular therapist directory in the U.S. When people search for a therapist, they often land on Psychology Today—either by visiting the site directly or clicking a link from Google search.
Its filters make it easy for potential clients to narrow their options by issue, approach, insurance, or location. If your profile clearly explains who you help and how, it becomes a direct pathway for someone to contact you.
Action: Treat your PT profile like a mini website. Make it clear, personal, and client-focused.
2. It Performs Well in Google Search
Psychology Today dominates organic search results. It regularly ranks high for terms like:
- “Therapist near me”
- “CBT therapist in [your city]”
- “Couples counseling [your city]”
Searches like “therapist near me” are entered over 450,000 times monthly in the U.S. alone. When your profile is listed and optimized, you tap into that built-in search power—even if someone never visits PT directly.
Action: Use clear, natural language in your bio, including your location, specialty, and common terms potential clients would search for.
3. It Scales for Group Practices
PT is a great way to boost your visibility and book appointments faster if you run a group practice. Each therapist’s profile is a standalone page that can appear in Google and be filtered inside PT.
You can also match each profile to a specialty—anxiety, trauma, ADHD, or couples work—which helps the right clients connect with the right providers.
Benefits for group practices:
- More visibility: Each therapist’s profile increases your footprint
- Faster scheduling: More openings are visible to potential clients
- Stronger SEO: Each page can rank in search engines
- Consistent branding: Unified tone, photos, and contact info build trust
Action: Create or update profiles for every clinician and review them for clarity, professionalism, and search visibility.
How to Optimize Your PT Profile
A great profile doesn’t just list your credentials. It builds trust and shows clients you understand what they’re going through—and how you can help.
1. Write a Bio That Speaks to Clients
Instead of using clinical terms or listing techniques, write in a way that speaks to someone struggling and unsure where to turn.
Example:
- Don’t say: “I utilize evidence-based modalities to assist clients with emotional regulation.”
- Say: “I help adults manage anxiety so they can feel calmer and more in control, using proven tools like CBT and EMDR.”
Action: Start your bio with two sentences that speak directly to your client’s pain point and your approach—these appear in search previews.
2. Use the Right Keywords (But Keep It Natural)
Consider what your ideal client might type into Google or PT when seeking help. Then use those phrases naturally in your profile:
- Common issues: anxiety, depression, trauma, relationships
- Modalities: CBT, EMDR, mindfulness, solution-focused therapy
- Location: “therapist in Austin,” “online therapy in Texas”
Action: Review your profile and add 2–3 terms someone might search, based on your specialty and location.
3. Highlight What Makes You Different
Your Unique Selling Proposition (USP) is the answer to “Why should someone choose you?”
It could be your style, experience, background, or philosophy. Be specific and human.
Examples:
- “I combine mindfulness with CBT to help people manage anxiety and reconnect with themselves.”
- “With a background in education, I help parents navigate challenges with their children in and out of the classroom.”
Action: Write one or two sentences that capture your unique approach or experience. Avoid generalities like “I provide a safe space.”
4. Add a Professional Headshot
Your photo is often the first thing people see. A warm, professional headshot helps build trust before someone reads your bio.
Tips:
- Use soft, natural lighting
- Smile or use a neutral, calm expression
- Avoid busy backgrounds or selfies
- Wear something you’d wear to a session
Action: If your current photo feels outdated or too casual, consider updating it with a clean, professional image.
5. Include a Short Video (If You’re Comfortable)
Video builds a connection. Even a 30-second clip helps people get a feel for your personality and communication style.
Sample script:
“Hi, I’m [Your Name]. I help adults manage anxiety and feel more confident in their day-to-day lives. Therapy is a process—and I’d be honored to walk with you through it.”
Action: Upload a short, authentic video that feels like a natural introduction, not a pitch.
6. End with a Clear Call to Action
Let people know what to do next. Do you offer a free consultation? Should they text or email? Say so.
Examples:
- “Call or email to set up a free 15-minute consultation.”
- “Send a message if you’re ready to start—I’m here when you’re ready.”
Action: Check that your CTA is present, clear, and easy to act on.
Why Directories Are So Effective
Psychology Today is part of a broader approach called directory marketing, and it works because it matches how people search.
- High intent: People searching in directories are ready to take action.
- Easy filtering: Clients can search by availability, insurance, approach, etc.
- Complements other marketing: A strong PT profile drives new leads for your website, Google listing, and social media presence.
Directory marketing scales well for group practices. Each therapist becomes a new entry point for potential clients and a way to fill open slots faster.
A Cost-Effective Way to Grow
Psychology Today isn’t just another listing. Done well, it becomes one of your most valuable marketing tools—connecting you with clients actively seeking your help.
By investing just a few hours in optimizing your profile, you can build trust, increase your visibility, and attract the types of clients you want to work with.
Start small:
- Update your bio
- Add a new headshot
- Include a video or CTA
Then track the difference.
Need Help With Your Marketing?
Want support writing or improving your Psychology Today profile? Garrett Digital helps therapists and group practices connect with more of the right clients. Contact us today to learn more.
