How to Write a Therapist Directory Listing That Stands Out (And Actually Gets You Clients)

As a therapist, your directory listing can either be a lead-generating machine—or a dead zone. Most of us were never taught how to market ourselves, let alone write an engaging Psychology Today profile. But here’s the truth: a thoughtfully crafted listing is one of the easiest ways to get high-quality referrals, especially if you’re just starting out or rebuilding your caseload.

Whether you’re overwhelmed about what to write or you threw together your profile at 11 p.m. and haven’t touched it since (no judgment!), this guide will walk you through how to write a standout directory listing—one that reflects your clinical skills and actually connects with the kinds of clients you want to work with.

Why Your Directory Profile Matters (More Than You Think)

Most clients today find their therapist online. Psychology Today is often one of the first places they land. They’re not just scanning credentials—they’re trying to decide:

• Can I picture myself sitting across from this person and feeling safe?

• Do they understand what I’m going through?

• Do they specialize in my concerns?

If your listing sounds too generic or reads like it was written by a robot, potential clients will scroll on—no matter how experienced you are.

Step 1: Start With a Professional, Friendly Photo

Your headshot is the first thing people notice. Before they even read your name, they see your face.

Best practices for your photo:

• Use natural light or a professional setup

• If possible, avoid selfies; professional headshots are highly recommended

• Smile warmly or keep a soft, calm expression—whichever feels authentic

• Choose a clean background and dress professionally but comfortably

• Make sure your image is well-lit and high-resolution

This isn’t about being “photogenic.” It’s about coming across as approachable and competent. Clients want to feel like they’d be comfortable opening up to you.

Step 2: Make the First Three Lines Count

On Psychology Today, users see just a short preview of your profile in search results. That means your first few sentences matter a lot.

Use that space to:

• Speak directly to the client’s pain point

• Mention your ideal client or niche

• Show warmth and clarity

Example:

Feeling overwhelmed, anxious, or stuck in the same patterns? I help adults who are navigating anxiety, life transitions, and self-esteem challenges to build confidence and feel more in control of their lives.

Avoid starting with “I am a licensed therapist…” or listing your modalities off the bat. Hook them emotionally first—then back it up with your credentials later.

Step 3: Write Like You Talk (But With a Professional Polish)

Imagine a potential client is sitting across from you, unsure whether to take the leap and book a session. How would you speak to them?

Tone matters. Aim for warm, conversational, and clear—not overly clinical or filled with jargon. You’re not writing your grad school application; you’re trying to connect.

Instead of:
I utilize CBT and EMDR to address maladaptive core beliefs stemming from early childhood attachment disruptions.

Try:
I use tools like CBT and EMDR to help you get to the root of what’s keeping you stuck and start feeling better—faster.

Step 4: Speak to One Ideal Client

The more specific your profile is, the more likely it will attract the right clients.

Think about:

• Age and stage of life (young adults? new parents? professionals?)

• Common struggles (anxiety? burnout? trauma?)

• Desired outcomes (confidence? clarity? calm?)

Example:

I work with perfectionists, overthinkers, and people who are “doing all the right things” but still feel overwhelmed or unfulfilled. Therapy with me is a space to slow down, get clear on what you need, and make meaningful changes.

You don’t have to niche forever—but a focused profile makes a stronger impression than trying to appeal to everyone.

Step 5: Highlight Your Style + What It’s Like to Work With You

Many therapists overlook this part, but clients want to know what therapy will actually feel like.

Are you warm and validating? Goal-oriented and practical? A gentle challenger?

Example phrases:

• “I’m not a blank-slate therapist—you’ll always know I’m in your corner.”

• “My style is compassionate but direct. I’ll listen deeply, but I’ll also gently challenge you when needed.”

• “Clients describe me as calm, thoughtful, and easy to talk to.”

This helps clients picture themselves in the room with you.

Step 6: Don’t Skip the Specialties and Modalities

Once you’ve built trust through your tone and focus, it’s time to show your clinical chops.

Use the Psychology Today checkboxes for:

• Issues (choose the most relevant ones—less is more)

• Modalities (be honest about what you actually use)

• Populations Served (age, gender, etc.)

Bonus tip: Make sure your Practice Details section is up to date—especially your fees, insurance, and availability. Clients get frustrated if they reach out and learn that info was wrong. As a consultant, I often see therapists that have inconsistent insurances listed from one website to another.

Step 7: End With a Call to Action

Invite them to reach out. Clients often need reassurance that it’s okay to take that step.

Example:

Finding the right therapist can feel overwhelming—I get it. If you think we might be a good fit, feel free to reach out. I offer a free 15-minute consultation to answer your questions and help you decide.

Bonus: Optimize for SEO

Psychology Today is already a powerful platform, but you can help your listing show up in more searches by:

• Including your city/area in the body of your profile
  (“I work with clients in Atlanta, Marietta, and all over Georgia via telehealth.”)

• Mentioning your specialty keywords naturally throughout your text
  (ex: “I specialize in anxiety, relationship issues, and life transitions.”)

• Keeping your profile updated—fresh activity helps rankings!

Want to Join Psychology Today?

If you’re not listed yet, I highly recommend it as a foundational step in building your caseload. Use my referral link to get started—you’ll get 6 months free, and I’ll get a small credit as a thank-you.

Need Help With Your Profile?
As a therapist who also runs a private practice consultation business, I love helping clinicians write directory listings that actually convert. Whether you want feedback on your draft or help writing from scratch, I’ve got you.

Schedule a consultation today to help start or review your therapist profile directory.

Final Thoughts

A well-written Psychology Today profile is more than just a checkbox—it’s your virtual first impression. When done right, it can bring in aligned clients who already feel connected to your style and specialties. Don’t be afraid to show a little personality and speak to the real human on the other side of the screen.

You’re not just listing services—you’re offering hope, clarity, and support. That’s worth writing well.

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