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This is Part 2 of my series documenting, in real time, how I’m rebuilding my own caseload. If you’re new here, start with Part 1: My Caseload Has Gone Quiet. Here’s Exactly What I’m Doing About It. I thought Part 2 was going to be about Google Reviews, or maybe the home page of my website. Then this happened, and it jumped the queue.

I want to tell you something that still makes me wince to type out: over the last couple of months, I have missed around ten enquiries from people who were trying to reach me for therapy. Not because my website was broken. Not because the contact form didn’t send. But because every single one of those emails went quietly into my spam folder, where I wasn’t looking and they had never gone to before!

These people reached out, waited and heard nothing back from me. That thought has been sitting heavily. They were ready to take a meaningful step and my silence will have meant something to them, probably that I wasn’t interested, or wasn’t available, or wasn’t the right fit. None of which is true.

My worry is that I don’t think I’m the only therapist this is happening to.

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What actually happened

Here is the short version of what is going on behind the scenes.

In October 2023, Google announced a significant tightening of the rules for how email gets into a Gmail inbox. Their stated aim was to cut down on spam and spoofed messages. The first set of requirements came into force in February 2024, and they apply in their lightest form to everyone who sends an email to a Gmail address, not only to big marketing senders.

In November 2025, Google began ramping up the enforcement. Up until then, messages that didn’t quite meet the new rules were often still delivered.

Why does this hit small therapy practices so hard

Here’s the trap. A contact form on a typical therapist’s website works like this: a prospective client fills in the form with their own email address and the website then emails me to let me know. The “from” address on that message is often made to look like it’s coming from the enquirer themselves, or from the website’s own server, rather than from my authenticated business email.

Under the old rules, Gmail was reasonably forgiving about this. Under the new rules, that kind of message sent on behalf of one domain, but from a different sending system starts to look exactly like the sort of impersonation Google is now trying to block. So it gets filtered. Into spam. Silently.

The maddening thing is that nothing is broken. The form sends. The server delivers. The email technically arrives. It just arrives somewhere where i’d never needed to look before.

The thing that genuinely saved this situation from being worse was my web designer, Sophie. I messaged her the moment I realised what had happened, and she was on it the same day. That matters. It is a very good argument for having a web person you trust and can actually reach — not a faceless hosting company, not a platform you’ve never spoken to, a person. If you don’t have that, please consider it part of your professional infrastructure, the same way you’d have a supervisor or an accountant.

The rest of this post is for full members and is the practical checklist I’m now running every month.

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Parking and Client Balance Discussion

• Discussion of parking options at the practice location, including nearby alternatives like the Waitrose car park.

• Question raised about balancing clients across multiple locations and the practical logistics involved.

• Explanation of how different practitioners within the space manage their own parking arrangements.

• Pref…

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Asking clients for Google reviews feels uncomfortable.

It feels like you’re putting something on the relationship. Like you’re treating the end of therapy as a marketing opportunity. Like it’s not quite in keeping with who you are and how you work.

I understand that discomfort. I’ve sat with it myself.

But I’ve also had to be honest about something else.

The way people find therapists has changed. It hasn’t changed a little. It has changed a lot.

People are comparing websites. Reading profiles. Checking directories. Googling your name and reading whatever comes up. They are trying to make a decision about whether to trust you with something very personal, and they are doing that from a laptop at 11 pm, knowing almost nothing about you.

A thoughtful Google review can do something your website copy can’t quite do.

It can make a prospective client feel less alone in that decision.

So, should therapists ask for Google reviews?

I think the honest answer is: carefully, yes — if you do it in the right way, at the right moment, with the right understanding of what you’re asking.

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Paid subscribers - Continue reading - How you actually phrase the ask. What to say when someone leaves a review and you need to respond publicly without crossing a line. And what to do professionally, carefully when the review is negative and you can’t defend yourself the way any other business owner could.

That’s what’s waiting for you on the other side.

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Service Area Business vs Real Address

• Question raised about using a service area business instead of a real address for privacy.

• Explanation that a service area business allows hiding a specific local address whilst operating within a defined radius.

• Discussion of the benefits of a real address versus a service area business for visibility and search resul…

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Can I be honest with you?

My referrals have gone quiet. Last referral was

I’ve spent the last couple of years pouring my energy into Therapists Corner, writing for you (one of my most favourite things to do), I love building resources, writing workshops, doing the Q&As and generally thinking about your private practice. Somewhere along the way, though, I stopped doing the things I tell you to do for mine.

I think it’s important you know that this happens to all of us. Even the people teaching this stuff. Life shifts, priorities change, and before you know it, your own visibility has slipped.

So here’s what I’ve decided: over the next six months, I’m going to rebuild my caseload step by step and I’m going to document every single thing I do, in real time, right here.

Every tweak. Every result. Every enquiry that comes in and what I think triggered it.

My goal is to get back to a comfortable number of clients, 10 a week at £150 per session. Not overbooked, just consistently busy enough that I’m not watching my inbox.

This is Part 1. And I’m starting with: Google Business Profile.

Why Google Business Profile First?

When someone is struggling, anxious at 10 pm, exhausted by burnout, and finally ready to ask for help, they open Google and type something like “CBT therapist near me” or “anxiety therapist Wilmslow.”

What comes up first isn’t always the best therapist. It’s the one with the best-optimised Google Business Profile.

The map pack, those three local listings that appear above everything else, drives the majority of local therapy enquiries. If you’re not in it, you’re invisible to that person at exactly the moment they’re ready to reach out.

I have a profile. But I hadn’t looked at it properly in a long time. When I did, here’s what I found.

What My Profile Actually Looked Like

⭐ 5.0 stars — Great.

📝 7 Google reviews — which is nowhere near enough.

🏷️ Category: Psychotherapist fine, but missing a secondary category.

📋 Services: listed, but without keyword-rich descriptions.

🖼️ Photos: some duplicates, some outdated.

📄 Description: technically accurate, but doing nothing for SEO. No mention of the conditions I treat. No mention of EMDR or CFT. No location keywords.

In short, it existed, but it wasn’t working hard enough.

What I Changed: Step 1 — The Profile Description

The description box on your Google Business Profile allows up to 750 characters. That’s not much, but it’s enough to tell Google and potential clients exactly who you help and how.

My old description mentioned CBT but nothing else. No conditions, no modalities, no location. Here’s what I replaced it with:

BABCP accredited CBT therapist with 30+ years’ experience in mental health, based in Wilmslow, Cheshire. I help adults overcome anxiety, depression, OCD, PTSD, panic and burnout using Cognitive Behavioural Therapy (CBT), EMDR, and Compassion-Focused Therapy (CFT). Face-to-face sessions in Wilmslow and online therapy available across the UK. Sessions from £150. With a background as a mental health nurse and over a decade in private practice, I bring both clinical expertise and genuine compassion to every session. Ready to take the first step? Get in touch today.

Notice what it does: leads with credentials, names the conditions I treat, names all three modalities, mentions location, mentions online therapy. Every one of those is a keyword someone might search for.

But here’s where I want to be honest with you because writing it made me uncomfortable.

The Niching Problem (And Why I’m Practising What I Preach)

The moment I listed anxiety, depression, OCD, PTSD, burnout, and panic all in one sentence, I felt like a hypocrite.

Because I tell you to niche. Constantly. It’s probably one of the things you’ve heard me say more than anything else. And yet there was my own Google Business Profile, describing me as a therapist who helps with… everything.

📌

So I want to address this directly, because I think it raises something important not just for me, but for all of us right now.

With the rise of AI search, niching matters more than ever.

When someone typed “CBT therapist Wilmslow” into Google two years ago, they got a list of results and clicked through to compare websites. They had time to discover you. But AI search, Google AI Overviews, ChatGPT and Perplexity don’t give people a list to browse. It gives them an answer. One answer. And that answer goes to the most specific, authoritative match for the question.

“Who is the best therapist for trauma in Wilmslow?” A specialist wins every single time.

The generalist gets lost in the noise. The specialist gets named.

This means the old SEO logic of “mention everything so you show up for everything” is becoming less effective, not more. Specificity is now a competitive advantage in search, in AI recommendations, and in the minds of the clients who find you.

So what does this mean for my profile?

I listed the conditions for an SEO reason and there is a legitimate one. The Services section of Google Business Profile is where keyword-rich condition listings do their best work. The description is where your positioning should live.

I haven’t updated my description to fully reflect my niche yet because I’m in the middle of clarifying it. I’ll be honest with you: I’ve been known for generalised anxiety. It’s what I’ve focused on for years, it’s what clients have come to me for, and it’s worked.

But I’m rethinking that.

Because I do EMDR, and EMDR is particularly powerful for trauma. With the right positioning, I could be the go-to trauma therapist in Cheshire rather than one of many anxiety therapists.

This is part of my rebuild. Not just getting my profile in order, but using this as an opportunity to make a deliberate decision about who I’m for, really putting a stake in the ground and making sure everything I put out there reflects that. I think specialising matters more than ever, especially with the growth of AI that can provide generic support really well.

I’m working through it in real time. I’ll share exactly what I decide and the changes I make.

For now, the description I’ve written is better than what was there. But it’s a stepping stone, not the destination.

Want to Do This Yourself?

I’m sharing every single step I take over the next six months the exact wording I use, the decisions I make, and the results I get. No fluff. No theory. Just what I’m actually doing, in real time, so you can do it alongside me.

This series is unlike anything I’ve published before. It’s a live experiment, and you’re invited to follow it from the inside.

Paid members get:

✅ The exact service descriptions I added to my profile (ready to copy and paste and adapt for your own)

✅ The short message I’m sending to past clients to ask for a Google review without it feeling awkward

✅ The Google Business Profile Checklist — a printable step-by-step checklist to work through every change alongside me

✅ Every future post in this series as I move on to the website, directories, and content strategy

If building a consistent, self-referring caseload is your goal for this year, this is the series to follow. Join me.

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Before we get into the real focus of today’s post, I wanted to let you know about some online workshops I’m delivering for the BABCP. They’re aimed at CBT therapists and CBT-informed practitioners who are considering starting private practice.  You’ll find all the details here. I’d love you to see you there!

Is Creating and Selling Online Courses Still Worth It?

In January, I ran my signature course, Getting Started in Private Practice, for the fourth time. Each launch tends to teach me something different. This time, I’ve been reflecting on a question that’s probably uppermost in your mind if you’ve been considering adding this sort of income stream to your business.

My answer is yes – a course is still absolutely worth it!

But creating the course itself is only a small part of the work. The harder part is the marketing, the positioning, and the audience-building. How people buy online keeps changing, so writing the course content is easy compared to selling it well.

My Main Goals for this Launch

Online courses are never one and done. They require constant tweaking. Sometimes I focus on the content, sometimes the emails, sometimes the sales process. This time, I updated parts of the course because AI has changed private practice significantly — some things are easier, some things are definitely harder.

For this launch, my main goals were:

• Over 100 people on to the waiting list

• Over 1000 people registered for the free masterclass

• Sell the course from that free masterclass

I achieved these goals, but that’s not the whole story. Let’s get into it…

Selling to a Cold Audience Versus a Warm Audience

Although attracting 1000 people into a free masterclass sounds like a huge number, most of those people formed what’s known as a ‘cold audience’.

This means they didn’t necessarily know me well. They may have come in through Facebook ads or broader promotion, and although they were interested in the topic, they weren’t yet deeply connected to me or my work.

This is very different to a ‘warm audience’ who may have spent time in my world, followed my work, subscribed to Therapists Corner, and joined the waiting list intentionally. This sort of customer journey involves building trust over time.

Cold audiences nearly always convert at a much lower rate than warm ones. So, in practice, getting 1000 people into a free masterclass does not mean 1000 people are ready to buy a course straight away. This has certainly been my experience.

However, many of these people may well join a future round of the course. For example, in September, once they’ve had more time to get to know me, read my work, watch videos, and build that know-like-trust factor. The masterclass wasn’t wasted just because they didn’t all convert immediately. It may be doing longer-term nurturing work.

What Went Well

1. The Free Masterclass (with Caveats)

The free masterclass did what free masterclasses often do well:

Therapists' Corner members continue reading below for all the details

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Google Review Anonymity and Client Feedback

• Question raised about whether Google review links can be sent anonymously to clients.

• Clarification that Google reviews are not anonymous and require a Google account.

• Suggestion offered to use a Google Form instead for anonymous feedback, with proper client consent.

• Alternative approach shared of requesting permi…

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Can I be honest with you? Although I talk about money confidence a lot, it genuinely hasn’t come easy to me.

Increasing my prices always feels difficult, especially after crossing the £100 per session threshold. I know I’m not alone in this – moving into triple digits feels uncomfortable for many of us.

But I also know most therapists in private practice want a consistent, healthy income AND a good work/life balance. We won’t achieve this if we’re undercharging for our services.

Here’s How I Shifted My Money Mindset…

Getting serious about my numbers in recent years sparked a huge mindset shift for me. When I actually looked at what the business costs me, I realised I needed to charge more than I expected or felt comfortable with.

I’m also in my 50s. I’ve been doing this for a long time! I desperately wanted a better work/life balance and more time for the creative side of my business (specifically writing on Substack). The fee rise was about how I want to work, not just the money.

📌 How to Improve Your Money Mindset and Boost Your Private Practice

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What Happened When Referrals Stopped?

I wish I could tell you a neat and tidy story about increasing my fees. I put my prices up and the money started rolling in! Unfortunately, this definitely wasn’t the case.

Following a busy period, I went from charging £120 per session to £150. Referrals stopped, and things felt really scary for a while. Rather than giving up, I responded by reworking my website and overall messaging to reposition my brand and attract clients more comfortable with the price. Slowly but surely, the referrals came back.

On Feeling the Fear and Doing it Anyway

Going from £100 to £120 felt scary but referrals barely moved. Going from £120 to £150 felt like a whole different thing – a real business pivot. I’m still settling into it. That’s the honest truth.

When I first made the leap, I felt very wobbly. I offered clients £150 per session or four for £540. This was purely a confidence thing. I felt like I needed to add value. I’ve since dropped the package and held on to the higher price point.

Now, I’m seeing three clients a day max, sometimes two. I feel so much more refreshed, and I have more time for formulations, clinical planning, supervision, and reflection. I’m also doing more onboarding calls. At this investment level, fit matters even more, so that’s something to bear in mind.

Paid members can continue reading for how I practically implemented the increase

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Ready For Even More Support?

I’ve designed Therapists Corner to give you the deeper support I craved in the early years of building my business. If you’re serious about achieving a consistent, healthy income AND the work/life balance you crave, paid membership gives you access to tools, templates, Q&As, and community support that will make the journey much easier.

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New! Therapists’ Corner Member Shout-Outs

Members of Therapists Corner – Are sharing what they’re up to in private practice, their niches, offers and specialist interests. Think of it as a growing, trusted pool of therapists you can follow, get to know, and keep in mind for referrals, specialist supervision or signposting clients on.

Even if you’re not (yet!) a paid member, my hope is that, over time, these shout-outs become a genuinely valuable resource. Look out for the monthly post to add your comments to.

Member Shout-outs

• Sarah and Lyndsay had a coaching session earlier this month and she’s started offering specialised supervision for therapists working with neurodivergent clients Lyndsaymac counselling - here is her supervision page - Supervision with Lyndsey

• Jen from https://substack.com/@gutledpsychotherapy is delighted to share that in March, she and her business partner, Chloe Harrison of The Co-Regulation Community, announced it’s 1 year until our inaugural 3-night psychological wellbeing retreat: Anchored and Ascended, March 19th-22nd 2027!

  They’ll be bringing together her Gut-Led Psychotherapy™ approach and Chloe’s Neuro-Spiritual Framework™ for a trauma-informed, embodied, nourishing, and philosophically stimulating retreat. We can’t wait to form a co-regulated community with you in North Yorkshire. Find more information here -The community on Instagram

• Clares beautiful new website, she’s talked about on the Q&As recently - Holden Place Therapy

• is so busy on Instagram talking about all things ADHD Alessia’s Instagram

• Joined us in Therapists Corner this month, a huge welcome!

• also, joined us, and you can follow their Substack here https://substack.com/@thelibrarywithingestalt

• Welcome to India too, whose substack is - One more thing

• Rabia Khan has a new website - https://www.nuramindtherapies.com/

From Sarah

• Writeupp - get 25% off for 6 months https://writeupp.com?fpr=therapistcorner25

• I’m delivering this low cost workshop for the BABCP- Is Private Practice Right for You? A practical decision framework for therapists - https://babcp.com/events/e000929/

Got Something to Share?

If you want to get involved, you can. Each month, I’ll be doing a feature post that celebrates what you’re doing — whether that’s:
✨ Launching a new website or platform
✨ Opening spaces for therapy or supervision, celebrate being fully booked or a business goal achieved
✨ Running a workshop or course, sharing a new blog post,
✨ Starting a Substack, A general brilliant achievement you want a clap for because you’re worth it
✨ Offering something new in your practice
✨ Or even just wanting to share your Instagram or LinkedIn account so people can follow and support you

Here’s how it will work:

• Pop your link or update in the comments of the shout-out post — tell me what you’re doing and what you’d like to share.

• Each month, I’ll post a reminder thread.

• I’ll then gather everything and create a “What Our Members Are Up To, Shout-Out” post, which will go out to our full email list of almost 4,000 therapists.

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April marks the start of Q2 — which means if you haven’t already, it’s worth carving out an hour this month to map out the next quarter of your business. Download your template here

Priorities shift. Income fluctuates. A little planning now keeps you intentional rather than reactive.

This month I’ll be sharing some of the details around how raising my fees to £150 affected my practice, an honest look at the Getting Started in Private Practice launch and where the sales actually landed.

If you’re thinking about adding a course or workshop to your practice, you’ll see what’s worked and what hasn’t, and there’s an update on clinical wills we need in place in private practice.

Here are your Q&A dates for April 👇

Here’s what’s coming up in Therapists’ Corner this April 👇

Live Sessions (All times GMT ):

📆 Wed 8th April, 12 PM: Co-working – Midweek focus & accountability

💻 Friday 10th April, 12 PM: Q&A with Sarah & Sophie – Open questions & support

🤖 Fri 17th April 12 PM: Q&A with Sarah & Sophie – Open questions & support

🙋 Fri 24th April, 12 PM: Q&A with Sarah & Sophie – End-of-month support & momentum.

📌 Note: Zoom link updated! Check reminder emails or calendar page bottom.

Join Therapists’ Corner as a paid member. You’ll get access to all the live calls, expert Q&As, resources and the kind of business support you actually need as a therapist in private practice.

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I love a new business quarter. It’s a time to gather my thoughts about what I’m doing and where I’m going, and what I want to focus on. It feels like starting a fresh notebook or beginning a new year.

As a therapist in private practice, you know that running a successful practice requires more than just providing excellent clinical care. You must also manage your practice’s day-to-day operations, your business and marketing strategy, your finances, and your administration. It can feel like a lot.

This is why every successful business has a great plan in place. The better the planning, the better the business. Just like a course of therapy is improved by the quality of the assessment and the creation of a treatment plan, your private practice is improved by the foundations of its plan. That plan begins with a clear business strategy, which then forms your business goals and leads the way to your quarterly planning sessions.

Why April, May, and June Matter

Spring and early summer bring natural momentum to our practices. You may be noticing patterns in client cancellations or scheduling from the spring months. Tax season is quieter, giving you mental space. The weather is shifting, and so is your energy. This is the perfect time to assess the first quarter and recalibrate for the rest of the year.

The Key Benefits of Quarterly Planning

1. Set Specific Goals and Stay Motivated

Quarterly planning allows you to set specific business goals for your practice and develop strategies for achieving them. By breaking down your larger goals into smaller, achievable ones, you can progress toward your ultimate vision without feeling overwhelmed. Maybe you want to fill three openings by June, develop a new group program, or redesign your website. These smaller milestones help you stay motivated and on track throughout the quarter.

2. Prioritise What Matters Most

By prioritising your tasks, you can focus your time and energy on the things that will impact your business the most. This helps you avoid getting bogged down in minor details and keeps your eye on the bigger picture. When you’re juggling clinical work, admin tasks, and business development, knowing what to focus on is everything. This kind of clarity helps you stay focused and motivated throughout the entire year.

3. Stay Agile and Respond to Change

Quarterly planning makes your business more agile and responsive to changing conditions. By creating a new plan every three months, you can adjust your strategies and tactics to better align with new opportunities or challenges that arise. Maybe a new referral source emerges. Maybe you realise you need to adjust your session fees. Or perhaps you want to shift your marketing focus. Quarterly check-ins give you permission to pivot.

Encourages Reflection and Evaluation

1. Learn From What Works (and What Doesn’t)

Quarterly planning provides an opportunity for reflection and evaluation. By looking back at January, February, and March, you can assess what worked well and what didn’t. Which marketing efforts brought in new clients? Which admin systems actually save you time? Which days or times feel most sustainable? This assessment helps you identify areas where you need to improve and make intentional changes to ensure that you’re moving in the right direction.

2. Track Your Progress With Benchmarks

Planning allows you to measure your progress toward your goals. By setting benchmarks and tracking your progress, you can see how well your business is doing and make adjustments as needed. Did you hit your revenue targets in Q1? How many referrals came in? Are you spending the amount of time with clients that you want to be? These metrics help you stay on track and ensure that you’re moving in the right direction.

3. Stay True to Your Values

Quarterly planning is also a way to keep you in line with your business values. It reduces drift. When you’re in the thick of a busy practice, it’s easy to drift away from why you started. Taking time to reflect on your values and your vision for your practice helps you make sure your day-to-day work still aligns with what matters most to you.

Manage Your Finances Better

Quarterly planning can help you manage your finances more effectively. By setting specific revenue goals for each quarter and tracking your expenses, you can ensure that you’re on track to meet your financial objectives. You can see where your money is actually going. This helps you avoid overspending or taking on too much debt and ensures that your practice remains profitable over the long term. Spring is a good time to review what you’re spending on software subscriptions, continuing education, or office space, and decide if each expense is truly serving your practice.

Plan Your Marketing and Outreach

Finally, quarterly planning can help you plan for marketing and outreach activities to grow your practice. Summer brings predictable shifts in client needs (transitioning students, family transitions, etc.). By setting specific goals for increasing your online presence, reaching out to potential referral sources, or attending networking events, you can ensure that you’re taking proactive steps to grow your practice. Think about what you want to be known for in your community by July 1st.

The Real Work Happens When You Plan

When you’re running a busy private practice, it’s easy to get caught up working too much in your business and not enough on developing it. Quarterly planning is your chance to step back and work on the business itself. It’s where the real growth happens.

Ready to Plan Your Q2?

Download your free quarterly planning template below and take the time this month to set yourself up for success. You deserve a practice that feels sustainable and aligned with your values.

Sign up here to join us as a member for full access to Therapists Corner, resources, information, and Q&As.

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This month, Therapists Corner turns three and I’ve been marking it by sharing what I actually know not theory, not what the gurus say, but what three years of doing this has actually taught me.

This is the practical piece.

Before outlining the strategy, I think it’s worth explaining why this matters. Most therapists are trained to earn in one way: one client, one hour, one fee. That model can work well until your diary is full and the only way to earn more is to work more. There comes a point when that starts to feel too tight.

That’s what Substack changes. Not overnight, and not instead of therapy, but alongside it.

You write something once, and it keeps working. A post you wrote six months ago can still be found today. It can still build trust, still bring someone into your world, still do its job while you’re doing something else. Therapy doesn’t work like that. It happens in an hour and then it’s gone.

Are there too many therapists on Substack already? Read this from

Therapeutic Writers on Substack

Is Substack Too Saturated With Therapeutic Writers?

Therapeutic Writers on Substack is a space to gain clarity, confidence, inspiration and community for mental health, personal growth and wellbeing writers. Tools, tips and behind the scenes at Letters From Therapy. Join us…

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10 months ago · 42 likes · 5 comments · Kate Harvey

Three years in, Substack makes up around a third of my income. More than the money, it’s what that income allows. It means I can keep my caseload smaller, charge in a way that reflects my experience, and make decisions from something other than financial pressure.

That’s the real value. Not just extra income, but more choice.

It also gives your work somewhere to live beyond the therapy room. It helps people find you, trust you, and get a feel for how you think before they ever book. And unlike social media, it’s your platform not someone else’s; it’s your writing, your email list, your connection with readers.

What grows a Substack is usually not better writing. It’s connection, which therapists are great at, and it’s the structure underneath it: the rhythm, the Notes, the way paid and free content are positioned.

If I can do this, you absolutely can

Also, the good news is, it doesn’t need to be relentless.

One post a week is enough. A few Notes across the week is enough. One collaboration a month is enough. The problem usually isn’t that you’re not doing enough. It’s that you’re putting energy into the wrong things and exhausting yourself in the process.

And the paywall matters too.

Not because you’re withholding, but because you’re building something sustainable. free subscribers can have the insight, paid subscribers can have the ‘how to’ the deeper support, community, connection and the frameworks.

That isn’t greed. It’s a business model. And you’re allowed to have one.

The rest of this post is for paid subscribers,

The Substack Growth Guide for Therapists — your practical starting point.

I made this for you.

Everything I wish I’d had in year one: how to set up, how to structure free and paid content, how to grow steadily without burning out, how to use Substack as part of a practice that actually sustains you. Paid members download below

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Dates for Your Diary…

📆 UK National & International Awareness Days – April 2026

1st April – April Fool’s Day

2nd April – World Autism Awareness Day

3rd April – Find a Rainbow Day

6th April – International Day of Sport for Development and Peace

7th April – World Health Day

10th April – Siblings Day

11th April – World Parkinson’s Day

15th April – World Art Day 16th April – National Stress Awareness Day (UK)

17th April – World Haemophilia Day

18th April – International Day for Monuments and Sites

21st April – National Tea Day (UK)

22nd April – Earth Day

23rd April – St George’s Day (England)

23rd April – World Book and Copyright Day

24th April – Fashion Revolution Day

25th April – World Malaria Day

26th April – Stop Food Waste Day (UK)

28th April – World Day for Safety and Health at Work

29th April – International Dance Day

30th April – National Honesty Day

📆 UK Awareness Weeks – April 2026

1st–30th April – Stress Awareness Month (UK)

1st–30th April – Autism Acceptance Month (international & UK supported)

6th–12th April – National Stress Awareness Week (UK)

19th–25th April – Dyspraxia Awareness Week (UK)

🩺 UK Health Campaigns & Month-Long Observances – April 2026

Stress Awareness Month (UK)

Autism Acceptance Month

Parkinson’s Awareness Month (UK – Parkinson’s UK)

Sexual Assault Awareness Month (international, UK supported)

Occupational Therapy Month

Awareness days and themed campaigns offer a valuable opportunity for therapists in private practice to increase visibility and ultimately grow their caseload. By aligning your content or services with current conversations, such as mental health awareness, stress, or emotional well-being, you can reach people who may be actively seeking support that day.

Sharing useful, relevant insights during these times positions you as a trusted voice and helps potential clients see how you can meet their needs. It’s a simple, strategic way to attract new enquiries and build momentum in your practice.

Members can download the Awareness Days planner and tips for incorporating the March awareness days into your marketing strategy below, and join us in the community - subscribe here …

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Before we get into the replay, today (30th March) is the last chance to join Content That Brings Clients (Without Posting Every Day). See this post for all the details

Key takeaways from the call

SEO Quick Wins and AI Integration

• Introduction to the Q&A session with mention of an upcoming quarterly business planning template.

• Question raised about three qu…

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One of the greatest perks of being your own boss is the freedom to set your own rules, and there’s no more asking for permission to take a holiday, finally.

I’ve made this post free for everyone because I know how easy it is, in private practice, to forget to plan your own rest. Feel free to share the love

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If you do not plan your breaks, the year fills u…

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Guest Expert: Elin – The Content Hun

Elin is the strategic brain behind The Content Hun, where she helps online business owners create content that actually converts without burning out or posting for the sake of it.

With a sharp eye for trends and a no-nonsense approach to strategy, Elin specialises in Instagram growth that feels aligned, sustainable and commercially smart. She cuts through the noise of “post more” advice and focuses on what’s genuinely moving the needle right now.

Her work centres on helping service providers turn visibility into enquiries — through clear messaging, strong positioning and content that builds trust (not just reach).

Elin will be sharing what’s actually working on Instagram in 2026 with Therapist Corner Members, what to lean into, what to stop wasting time on and how to create content that supports your practice and attracts enquiries.

If Instagram has ever felt confusing, inconsistent or quietly exhausting, this session will bring clarity.

Practical. Strategic. Refreshingly honest.

Exactly how we like it.

You can find Elin at the following places...

Instagram

TikTok

Key Takeaways

Introduction and Participant Introductions

• Overview of Content Hun and its approach to helping business owners manage social media without significant time or financial investment.

• Emphasis on making social media management accessible and sustainable rather than overwhelming.

Understanding Instagram Algorithms and Consistency

• Discussion of how Instagram algorithms work and the importance of understanding them rather than fearing them.

• Advice to focus on consistency in posting rather than frequency, aiming for regular rather than daily uploads.

• Insight shared from Meta confirming that Instagram requires six to eight weeks to understand a new account’s content and niche audience.

• Recognition that consistency signals to the algorithm what an account is about and who it serves.

Challenges of Maintaining Consistency

• Acknowledgement that many people abandon accounts before giving the algorithm time to work.

• Importance stressed of clarity and consistency in content themes to help Instagram recognise the account’s niche.

• Warning against constantly changing content direction and topics.

• Experience shared of managing multiple accounts and the importance of systems that don’t create overwhelm.

Engagement and Content Strategies

• Discussion of engagement in comments as a key indicator of active audience participation.

• Recommendation to use a content plan to create routine and reduce the friction of content creation.

• Importance of tracking what performs well and adapting strategy based on data.

• Suggestion to use a mix of content types: availability posts, expertise sharing, and case studies.

Handling Branding and Content Creation

• Question raised about whether a polished brand is necessary before starting content creation.

• Advice given that showing up consistently matters more than perfect branding from the outset.

• Approach shared of building personal brand through authentic elements like colours and interests.

• Emphasis on using content that feels true to personality rather than adopting a generic aesthetic.

Using Emojis and Hashtags in Bios

• Question raised about the role of emojis and hashtags in bio optimisation and algorithm performance.

• Clarification that keywords in bios are more important than emojis for discoverability.

• Advice to include a clear description of what the account does and who it serves.

• Discussion of hashtag strategy and the varying limits Instagram places on hashtag use.

Posting Content and Engagement Metrics

• Experience shared of quick, unpolished content performing better than highly produced posts.

• Agreement that spontaneous content often outperforms heavily planned material.

• Discussion of viral content created without overthinking or extensive planning.

• Emphasis on tracking saves, shares, and comments as meaningful engagement indicators.

Managing Multiple Niches on Instagram

• Question raised about creating content across two different niches, such as ADHD and chronic illness.

• Suggestion to focus on one primary niche whilst highlighting the natural overlap between the two.

• Recommendation to create a third content pillar exploring the intersection of both niches.

• Importance stressed of clarity and consistency to build a cohesive audience.

Gaining Clients Without Videos

• Question asked about acquiring clients without posting face-to-camera or video content.

• Confirmation that B roll, carousels, and photos can be equally effective for building visibility and attracting clients.

• Suggestion to showcase personality and expertise through varied content formats.

• Alternative approaches shared, such as voiceovers and teleprompters, for those uncomfortable with on-camera work.

Final Thoughts on Relatability and AI

• Discussion of the need for authentic, relatable content in an increasingly AI-saturated digital landscape.

• Emphasis on maintaining human connection and personality in social media presence.

• Concerns raised about overreliance on AI-generated content and the loss of authentic voice.

• Reminder to use AI as a tool whilst preserving the human element that builds genuine connection.

Subscribe to join us and watch the video replay. Click below to join us for calls like this

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This Friday at 12, I’m sitting down with Elin, content strategist, Instagram social media manager, and the woman who has grown one platform to over 70,000 followers and another to nearly 10,000.

She knows how to do Instagram.

And she’s coming into Therapist’s Corner to answer the question most of us are quietly asking:

Can therapists actually get clients from Instagram?

We’re asking her:

→ Is Instagram still worth it for therapists — or are we posting into the void?

→ Do real enquiries actually come from it?

→ What are the metrics that matter now (hint: probably not followers)

→ How much do you actually need to post to see results?

→ What should therapists stop doing right now?

No recycled “post consistently” advice.

No fluff.

Just honest, strategic answers from someone who has actually done it.

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The Zoom link is below - available to paid members of Therapist’s Corner.

If you’ve been sitting on the fence about upgrading, this is a good moment.

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One session like this could shift how you approach your entire content strategy.

See you Friday,

Sarah x

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This month, we’re celebrating three years of Therapists Corner. I’ve learned a lot during my time on this platform and today I want to share 12 things I’d tell myself if I was starting out on Substack today.

Here’s Why I Got Started in the First Place…

I didn’t launch a Substack publication because I wanted to be an ‘online creator’. I started because I wanted to build a welcoming homebase for therapists in private practice. I chose Substack because it needed to have a healthier community culture than the conflict I’d experienced elsewhere, especially on Facebook. That’s an important lesson too – platform fit matters.

I was also interested in building something bigger. I had a book coming out, I wanted to launch a course, and knew I’d be good at providing ongoing community support. Three years in, I’ve achieved these goals and more. Now, Substack makes up around a third of my income. It’s enabled me to spend more time writing, bringing in expert guests, and sharing knowledge. So, let’s get into it…

12 Things I’d Tell Myself if I was Starting Out on Substack Today

The rest of this post is for paid subscribers — if you're building a private practice and want the full 12, this is for you.

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