Do's and Don'ts for Advertising Your Therapy Practice


Here are some tips to create an effective and ethical marketing strategy for your practice.

  • DO be proactive about welcoming marginalized communities. If you speak a second language or have experience counseling LGBTQ+ individuals, say this in your ad.
  • DON'T stray from your realm of competence. For example, don't advertise yourself as a trauma-informed therapist if you don't have training or experience counseling survivors of trauma.
  • DO be open about your education, publications, and so on. It is not "bragging" to explain your qualifications to potential clients.
  • DON'T misrepresent your business. Creativity is all well and good, but make sure people who see your marketing campaign can recognize it as an advertisement for therapy.
  • DO aim for your target audience. For instance, if you specialize in postpartum depression, then your ad will likely see more traction on a parenting website than a cooking magazine.
  • DON'T personally solicit people for therapy. In other words, dont' single out a specific individual and use your professional influence to convince them that they need your counseling services.


  1. Centore, A. (2019, May 23). Counselors’ top 18 marketing and advertising mistakes in private practice. Retrieved from
  2. Ethical principles of psychologists and code of conduct. (2017). American Psychological Association. Retrieved from