Every year in private practice feels a little different.
2025 was no exception.
What surprised me most this year was where my actual referrals came from.
It wasn’t SEO.
It wasn’t directories. (i’ve not been on any)
It wasn’t even Instagram (and you know I love Instagram).
It was in-person connection. ( I know I would normally have avoided this, it’s time-consuming, energy-sapping but it’s fun and effective too, see evidence below!)
I didn’t do this for referrals. I’ve been learning from women in other industries how they are making it work and bringing that information to Therapist Corner but every time I showed up for a training, workshop, networking breakfast or in-person day, referrals followed. Sometimes immediately, sometimes a few weeks later. At my last in-person day I walked away with three new clients from one morning.
Last year, I would have said that this was “old-school”.
The Trust Recession (and Why Price Isn’t the Problem)
Like many of you, I’ve raised my fees this year. I moved from £120 to £150 a session, did no big marketing push, and over the last few months some clients to naturally come to the end of therapy.
As people completed, I noticed my caseload has begin to dip.
This is the point where a lot of therapists panic: ( I still feel it too but I have a plan - see below) before you go to
“It must be the price. I should reduce my fees.”
If you’ve done Getting Started in Private Practice or had coaching with me, you’ll know this:
It’s usually not about the fee.
It’s about how visible and trusted you are.Of course it’s important to have the basics in place all explained here
What I keep hearing from business owners in every sector is the same:
People are more cautious with money
They’re thinking twice before investing in anything – even therapy
They need to trust you before they’ll book
We’ve talked a lot in Therapists’ Corner about know–like–trust. Going into 2026, it feels more relevant than ever.
What’s changing is how that trust is built.
People want:
Real humans, not just polished profiles
Personal recommendations
A sense of your presence, warmth and approach before they commit
In other words:
Relationships are the new algorithm.
With AI everywhere, nobody is coming to us just for what we know anymore. They can Google that. They’re not impressed by who we know either.
Going forward, it’s all about:
Who knows you.
My Reality Check for 2026
Here’s what I’m working towards next year:
2.5 clinical days a week (down from 3)
August off
More reflection time between clients
More energy for Therapists Corner and teaching
A caseload of clients who can genuinely afford £150 a session
That means I’m not dropping my fees.
I’m changing how I show up.
And I’m starting now, because the trust pipeline for self-funding clients is about 2–3 months. What I do in December shapes my diary in February and March.
If you’re noticing a referral dip or feel tempted to fiddle with your fees, this bit is for you 👇
🔒 Everything below this line is for paid members of Therapists Corner
My 2026 Client-Attraction Plan (Exactly What I’m Doing)
A step-by-step 2026 plan you can copy for your practice. Plus a link to the full archive of posts I’ve written about building a caseload
