How to advertise your counselling practice and get clients

More Australians are seeking mental health support than ever before. But even with growing demand, many counsellors still struggle to reach the right people. Competition is tough, and standing out can feel overwhelming.

So how do you get your services in front of those who need it most? Here are updated, ethical and culturally sensitive strategies to help you grow your practice and build lasting client relationships.

Embrace cultural sensitivity and inclusivity

Advertising that reflects Australia's diversity helps build stronger, more respectful connections. Rather than using one-size-fits-all messages, consider the different values, identities and needs within your community.

Why it matters:

• Broader reach: Inclusive advertising taps into new audiences.

• Trust and loyalty: People are more likely to engage when they feel represented.

• Reputation boost: Culturally aware counsellors are viewed as progressive and ethical.

• Better outcomes: Embracing diversity encourages deeper empathy and insight in your work.

Tip: Use images and language that reflect various cultural backgrounds, genders, ages and abilities. If you're multilingual or have experience with specific communities, let that show.

Share case studies and client success stories

Storytelling is one of the most powerful ways to promote your work. When people read or hear about someone whose life improved through your support, it can inspire them to reach out.

Benefits of success stories:

• Build credibility: Real outcomes give weight to your expertise.

• Demonstrate your approach: Whether it's CBT, person-centred therapy or trauma-informed care, stories can highlight what you do best.

• Inspire hope: Struggling readers might see themselves in your clients' journeys.

• Encourage referrals: Happy clients often become your biggest advocates.

Important: Always get written consent before sharing a case study or testimonial. You can anonymise details to protect privacy.

Prioritise ethical advertising practices

Counselling is a profession rooted in trust. That same standard should apply to how you promote your services.

Ethical principles to follow:

• Respect client confidentiality: Never share stories or quotes without permission.

• Be honest: Avoid promising guaranteed outcomes or instant results.

• Avoid fear tactics: Marketing should support and empower, not pressure or exploit.

• Promote informed choice: Explain your services clearly so people can decide if it's right for them.

• Stay within your scope: Don’t offer help beyond your training or qualifications.

The Australian Counselling Association and Psychotherapy and Counselling Federation of Australia (PACFA) offer guidelines to support ethical practice.

Bust common advertising myths

Not all traditional advice holds up in today’s digital-first world. Let’s clear up a few outdated beliefs that could be holding your practice back:

Myth 1: You need a physical office to attract clients
Not anymore. Many Australians now seek online counselling for comfort, flexibility and anonymity. A strong digital presence can open more doors than a waiting room ever could.

Myth 2: Word-of-mouth is enough
Yes, referrals are great—but they’re limited. Relying solely on them can slow your growth. Strategic online marketing reaches people who don’t yet know someone who’s seen you.

Myth 3: Your credentials speak for themselves
A counselling degree is essential, but unless you actively promote your services, it’s just a piece of paper on the wall. Clients won’t know you’re qualified unless you show up online.

Myth 4: One glowing review will bring in a wave of new clients
Positive feedback is helpful, but consistency is what builds trust. Clients look for regular content, fresh updates and a clear sense of who you are.

Myth 5: All you need is a listing on Google
It’s a good start, but not the whole picture. Without a complete profile, engaging content and active updates, your listing won’t stand out among the crowd.

Myth 6: You shouldn’t ‘sell’ your services as a counsellor
Ethical marketing is not about pressure or gimmicks. It’s about letting people know help is available—and that you’re someone they can turn to.

Once you let go of these outdated ideas, you create space to promote your practice with intention, authenticity and results. Let’s move on to the strategies that actually work.

5 advertising strategies to grow your practice

Want to reach more clients and grow your counselling practice? These strategies are simple, effective and tailored to today’s digital-first world.

1. Build your online presence

If you’re not online, you’re likely being overlooked. A professional website is essential. It should include:

• Your services and approach

• Your bio and qualifications

• Clear contact details

• Booking or enquiry options

• Testimonials (with permission)

SEO also matters. Use relevant keywords like "trauma counsellor in Sydney" or "online anxiety therapy Australia" to help people find you on search engines.

2. Network with other health professionals

Referrals are still powerful when they come from trusted sources. Connect with:

• GPs and psychologists

• Dietitians and naturopaths

• Community health workers

• School counsellors

Let them know what you offer and how clients can benefit.

3. List your services in directories

Online directories like Natural Therapy Pages help potential clients find you based on location and speciality. Other options include:

• Google Business Profile

• Healthshare

• Psychology Today (if applicable)

Listings improve visibility, especially when you include links to your website and clear service descriptions.

4. Invest in content marketing

Creating useful content helps you build trust and demonstrate your expertise—without sounding salesy. Try:

• Writing blog posts that answer common client questions

• Posting quick videos about mental health tips

• Offering free downloadable resources like journaling templates or coping guides

• Sending helpful email newsletters to your subscriber list

Content marketing also boosts your visibility on search engines. For example, if you work with teens, a post titled "How to Help a Teen with Anxiety" could bring the right people to your website.

Tip: Use the same content in different ways. A single blog can be turned into a reel, a podcast topic or a carousel on Instagram.

5. Offer free community events or workshops

Free sessions can showcase your value and introduce people to counselling in a relaxed, welcoming way. Options include:

• Online talks or live Q&As on topics like stress, sleep or relationships

• Guided meditation or breathing sessions

• Guest speaking at local clubs, schools or parenting groups

Events create opportunities for engagement, word-of-mouth referrals and community trust—especially if you make time for questions or follow-up materials. Offer free community events or workshops

Hosting a free event—even if it's online—is a great way to introduce your services and demonstrate your value in a no-pressure environment. Consider:

• Mental health webinars or Q&As

• Group mindfulness or meditation sessions

• Talks at local libraries, schools or community centres

These events help establish your presence, build trust and generate leads naturally. They also reinforce your role as an approachable expert in your field.

Use social media wisely

Social media platforms, when used thoughtfully, allow you to connect with potential clients and build an audience over time. Choose one or two platforms where your audience is most active, such as Instagram or Facebook.

What to share:

• Tips for emotional wellbeing

• Updates about your services or availability

• Reflections or quotes that align with your counselling values

Keep it professional but human. Respond to comments, use inclusive language and post regularly without overwhelming yourself.

Wrapping up

Advertising your counselling practice doesn’t mean you need to shout the loudest. It means showing up clearly, consistently and ethically.

Use the tools you have, speak to the communities you serve, and share stories that resonate. Most importantly, stay true to your values and your clients' wellbeing.

Looking to boost your reach? Join the Natural Therapy Pages and connect with Australians actively seeking professional support like yours.