Blogging is a critical tool for therapists and counsellors; it's often where prospective clients find the meaningful connection they need to help them make that vital first step with you. However, a therapy blog can also greatly benefit your business in many other ways. Find out how, below - and pick up some ideas of what to write about in your own therapy blog.

Blogs are the Ideal Way to Answer Clients' Burning Questions 

A therapy blog enables you to tap into the zeitgeist of public curiosity about your profession. Instead of picking up nuggets of information from random articles, they are learning it directly from you, allowing you to assert yourself as an authority in your profession. As a little side bonus, you are also selling your skills and experience in the process - albeit in a non-salesy way.

Informative Articles Help to Engage Hard-to-reach Groups

Often, people don't know that they need help, or don't know where to start.  By sharing your blog posts on your social networks and other places where prospective clients are seeking advice, you can reach out to those who may just need a nudge in the right direction to get the help they need. From you.

An Active Blog Improves Your Google Ranking 

Google loves a regularly updated website - and blogs do that beautifully. Every time you add an article, Google knows you've been in your virtual office, tip-tapping away till the small hours. And the more conversational you are in your targeted content, the more likely you are to head up the ranks. Professionals who understand the importance of blogging frequently write content around trending issues that will get them found. Have a look at some of the most prolific therapy blogs, and what they write about. There has never been a better time to 'use your words'.

A Therapy Blog can help you grow your Local Client Base

Online therapy sessions have become increasingly popular as they reduce time and travel constraints. However, many clients still prefer to speak face-to-face when dealing with difficult personal issues, and this is when being found locally really matters.

Google ranks local search results by three factors; relevance, distance and prominence. That means if you write relevant, targeted and localised content (eg., with local information) in some of your posts as well as your main pages, clients looking for someone in their area will be more likely to find you. 

Your Blog is Free Advertising!

'Buy one resolved complex, get one free' - not much of a seller, is it? It's hard to market yourself as a therapist in the traditional sense. This is where your therapy blog truly shines. Whilst you might pay your subscriptions to agencies and directories, each post is its own mini-advertisement of your value as a therapist. And unlike some agency ads, it's subtle, non-brassy ...and free.

...and it promotes YOU as a Person

Last but not least, blogs provide your target audience with deeper insights into your 'brand' as a therapist. By that I mean who you are, what you stand for and how you want people to feel about you. And that's crucial for therapists when you have a very short timeframe to make an impression. Showing the 'real you' - in addition to your standard profile can help build that much-needed trust. (Read more on why authenticity really matters for small businesses).

So what should I Blog about?

Despite acknowledging the benefits that talking to someone can bring, many would-be clients are still anxious about the prospect of seeking a therapist.

This is an ideal starting point for you, the therapist, to allay their fears and help guide them towards action.

Informative articles help clients familiarise themselves with your therapeutic approach, such as tools and techniques; research on the value of therapy for specific health issues, or more general tips on health & wellbeing, including breathing exercises, meditation, and links to reputable websites for further information.

Practical articles can help alleviate initial concerns about what to expect during therapy. This might be articles around what a first session with you will involve; hypothetical examples of sessions demonstrating the various tools and techniques that you use in practice, or information around the various methods used to measure wellbeing during therapy.

Responsive articles address common issues that clients often present with, or typical questions such as ‘What if I don't know what's wrong?’; ‘Will my therapist tell anyone about my situation?’; ‘Will I become dependent upon therapy?’

Related topic articles demonstrate to your audience that you have a genuine interest in their overall well-being and understand the kinds of topics they may also be curious about. These might be articles on family dynamics, research on specific themes related to therapy, or news and events from organisations or charities that you are involved with.

Put simply, to get the most out of your therapy blog, write about what you know. It's really down to anticipating what your potential clients want to read about and starting from there.

If you jotted down a list of questions you are commonly asked, right now, I expect you'd fill the page without effort 🙂

Your Blog as a Reflection of Your Practice

As a therapist or counsellor, you are fortunate to possess valuable insight into the psychology of your profession, and the sensitivity around the issues with which clients typically present. Use your insight and understanding to convey to prospective clients your skills, experience, and personable nature, helping them feel at ease with entrusting their most private thoughts to you.

I've found that therapists who approach me for help often know how they want to connect with their clients, but struggle to align the concept of promotion with the sensitive nature of their work. I can help with this.

Call it Brand Therapy:)

Get in touch to book a free consultation, and let's discuss building your therapy business with a practical, strategic approach.