How to Get Therapy Clients ASAP (Without Feeling Gross About It)

So, you’ve set up your private practice, got the cozy chair, the aesthetically pleasing plant, and your booking system is ready to go.

Now you just need... clients. Like, actual people to fill those slots.

Here is what has worked for my past clients (Therapists):

1. Your Supervisor

Your supervisor is likely to be someone who knows a lot of people and is just as invested in your success as you are. They’re connected. They hear about referrals, job openings, and opportunities before anyone else. Use that.

2. Other Therapists

You might think of other therapists as your competition, but they are actually one of your best sources of referrals. But be selective, here are the ones most likely to refer on:

Therapists who have niched: Once a therapist specialises in a certain area and is fully booked, they’ll often have to turn people away or refer them on. If they know you and trust your work, guess who they’ll refer to? Yep, you. Make sure you’re part of their network.

Couples Therapists: Many therapists focus solely on couples therapy, which means they often don’t take on individual clients. Or they do, but only those wanting to focus on relational issues. If you work with individuals, getting to know a couples therapist is a win-win, they send you referrals, and you can send couples their way.

3. Psychiatrists & Doctors

Doctors are often the first stop when someone’s struggling with their mental health. GPs, psychiatrists, even nurse practitioners, they all need solid therapists to refer to. A quick 'Hey, I’m accepting new clients and here’s how I work' email? Gold.

4. School Counsellors & University Wellness Centres

If you work with teens, young adults, or students drowning in exam stress, school counsellors are your best friend. They’re always looking for trusted therapists to refer to. Get on their radar. Mayeb even start with your old school, college or university.

5. Birth Doulas & Postpartum Specialists

Doulas, lactation consultants, and midwives are on the frontlines, make sure they know your name.

6. Divorce Lawyers & Family Mediators

Messy breakups, custody battles, high-conflict co-parenting? Family lawyers and mediators work with people in major distress. If they trust you, they’ll send referrals your way regularly.

7. Personal Trainers & Yoga Instructors

Personal trainers and yoga instructors notice when their clients are not okay. Be the therapist they refer to when someone needs more than deep breathing and stretching.

The bottom line? You don’t need to be salesy, sleazy, or spammy to get clients. You just need to build real relationships with the right people. And if that feels awkward? Remember, helping people is literally your job, so put that at the forefront of your mind. My saying is ‘courage over comfort’.

Go make those connections. Your future clients are waiting.

To get you started, I have put together two example emails below, one for people in your network you already know (warm) and the other for those that don't know you already (cold).

Warm Email (Existing Contact)

Subject: Catching up & potential referrals

Hey [First Name],

Hope you’re doing well.

I wanted to reach out because I know you specialise in [their niche, e.g., couples therapy], and I often work with [your niche, e.g., individuals navigating relationships or post-breakup recovery]. Since we have some overlap, I’d love to connect and see if we can support each other with referrals when the fit is right.

If you’re up for a quick chat, I’d love to hear how things are going for you and see how we can collaborate.

Let me know if you'd be open to a coffee (virtual or in person) sometime soon!

Looking forward to catching up,

[Your Name]

Cold Email (New Contact)

Subject: Introduction & potential referrals

Hi [First Name],

I hope you're doing well.

I’m [Your Name], a [your specialty, e.g., therapist specialising in anxiety and self-esteem], and I came across your work through [how you found them e.g. Instagram, a colleague, their website].

I really appreciate your approach to [something specific about their work], and I wanted to reach out to introduce myself. I know that in private practice, we sometimes have to refer clients out when they’re not the right fit or when our caseload is full.

If you’re ever in that position, I’d love to be someone you consider for referrals in [your specialty]. Likewise, I’d be happy to keep you in mind for anyone looking for [their specialty].

If you’d be open to a quick chat to connect, I’d love to set something up.

Let me know if that sounds good.

Looking forward to connecting,

[Your Name]

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Let me know how you get on...

Fi x