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The Client’s Perspective: How to Craft a Therapist Profile That Resonates
If you are a therapist, you know you’re probably the go-to source of information when someone in your circle is looking for a therapist.
Recently, a friend approached me for a recommendation. I was just about to give him the list of therapists that I know and trust when he mentioned that he wanted to use his insurance.
Unfortunately, all of the therapists on my list are private-pay.
Undeterred, I told him, “Give me a few hours, and I’ll come up with some names for you.”
So, I went to the Psychology Today directory with a set of criteria. Admittedly, they were pretty broad: insurance, location, and the presenting problem.
I found several pages of therapists and started sorting through them.
Because there were so many to go through, I judged them only based on the first four lines of their profiles.
As I scrolled and read profiles, I began to notice a pattern:
Therapists seem to fit into one of three types of profiles.
#1 Me, me, all about me
The first group talked mainly about themselves. They would start with something like, “[NAME] is a licensed clinical social worker with 15 years of experience,” or “I’m a licensed marriage family therapist with 10 years of experience.” They would then list their clinical approaches or where they went to school.
# 2 The cliche club
The second group repeatedly used the same overused phrases. They talked about a “compassionate and sacred space,” “deep insights,” “a step towards change,” “fostering internal growth,” “a path towards inner peace,” and similar phrases. These profiles blended together and didn’t capture my interest.
#3 The standouts
These profiles started with relatable scenarios or questions. For example:
- “The sun goes down, and you’re desperate for sleep, but your thoughts start to speed up.”
- “Parenting feels hard because it is hard.”
- “Do you feel like you don’t belong anywhere?”
- “Are you frustrated by making the same mistakes over and over again?”
- “Do you and your partner always argue over the same thing?”
The third group caught my attention. Their profiles made me want to click and learn more about the therapists. I felt that, first and foremost, they understood their potential clients’ needs and concerns.
Ultimately, I gave my friend a list of five therapists who met his criteria and seemed like good matches. The key was those attention-grabbing first lines.
This experience made me think about how to write an effective profile as a therapist: be direct and sincere and avoid overused words or talking too much about yourself (at least not right away).
I definitely did not follow this when I created my first profile. I spoke a lot about myself because I was unsure about what I was doing, and I am pretty sure I wrote something about guiding clients on the path of self-discovery.
One common advice is to start with your potential client’s pain. If people are searching for a therapist, they are likely having a tough time. The first part of your profile should show that you understand their issues, fears, and problems. This will capture their attention and show that you understand.
Then, explain how you can help them with their problems. You should not be the focus of the profile. Save details about your degree, qualifications, and experience for the end.
Another piece of advice I didn’t follow at first is that you cannot be all things to all people. In my first Psychology Today profile, I checked off almost all the boxes, saying I could help with depression, anxiety, adoption, infertility, grief, trauma, acculturation, and more. My profile was a mess because I didn’t specialize in anything. It was a perfect example of the phrase “Jack of all trades but master of none.”
It wasn’t until I listened to Melvin Varghese on the Selling the Couch podcast that I realized I needed to narrow my focus. I clearly remember an episode where he said, “The riches are in the niches.”
When I made my profile more specific to immigration evaluations, I started getting more calls. Trying to be everything to everyone did not work as well as focusing on one area.
When I zeroed in on immigration evaluations and tailored my profile accordingly, I started getting more calls. By specializing, I wasn’t just another therapist in the crowd; I was the therapist to call for immigration evaluations.
Of course, a compelling profile is just the first step. Remember, the end game isn’t just getting clients in the door; it’s about building real connections and helping them heal. That means being genuine in everything you do, from the first phone call to the report you hand in. Your profile is your introduction, but it’s your authenticity and expertise that’ll keep them coming back.
Your Unique Spin: The Key to Success
At the end of the day, the best therapist profiles are the ones that sound like the therapist themselves. There’s no magic formula that works for everyone. So, play around with it, try different things, and see what clicks with you and your potential clients and referral sources. Remember, your profile isn’t just a marketing tool; it’s a genuine invitation to connect and a reflection of your unique expertise.”
I’m Cecilia Racine, and I teach therapists how to help immigrants through my online courses. As a bilingual immigrant myself, I know the unique perspective that these clients are experiencing. I’ve conducted over 500 evaluations and work with dozens of lawyers in various states. Immigrants are my passion, I believe they add to the fabric of our country.
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