How To Grow Your Private Practice For Therapists
How To Grow As A Business Owner and Therapist
Hey therapist! I know running a private practice is tough, but it doesn't have to drain all the joy out of you. Despite what grad school might have drilled into your head, you're absolutely allowed to make money as a therapist AND enjoy your work. Really!
Here's the thing: you're a small business owner now, which means you get to create the kind of work environment you've always wanted. Think about it…you're finally the boss, and your main employee is... you! So why not set yourself up for success from day one?
And before you start worrying that this sounds selfish, let me stop you right there. Taking care of your own mental health is essential. When you're doing well, your clients get the best version of you. It's that simple.
Here are some ways to build a practice you'll actually love:
Set boundaries around your time
One of the wildest things about being your own boss? The work never technically ends. There's always another email to send, another form to update, another thing you could be doing. That's exactly why you need to set real boundaries around your work time. Before you dive in each day, decide what you're actually going to focus on, then stick to it. Trust me, this will save you so much time and mental energy down the road.
Make choices your future self will thank you for
When I was starting out I really wanted to work from home, this was before Covid and I remember a lot of push back from my fellow therapists. However, creating a hybrid model and then eventually moving to being fully remote paid off in the long run and helped me enjoy my work so much more.
Celebrate the small stuff—seriously, all of it
I bet you're thinking, "I just want a full caseload" or "I need more clients." Those are great goals! But here's what nobody tells you: there are SO many wins that happen before you get there, and in between too.
If you only count new clients as success, you're going to burn out fast. Do yourself a huge favor and celebrate every little milestone along the way. Got your first inquiry call? That's worth celebrating. Updated your website? Win! Figured out your billing system? Amazing!
Building a solid mindset practice is honestly non-negotiable for practice owners. This might look like journaling, reflection time, checking in with your body, or creative expression—whatever helps you stay grounded and connected to why you're doing this in the first place.
Moving Beyond 1:1 Therapy
Relying only on one-to-one sessions is exhausting and caps your income potential. Many therapists have started expanding into group work, workshops, or digital programs.
Ways to diversify:
Offer short-term intensives
Create digital downloads or self-guided video programs for clients
Develop support groups or specialty workshops outside traditional therapy hours
Explore memberships for ongoing group support
Make ebooks
Create CEU Courses
Offer Card Decks
Not every new stream will be a perfect fit. Start small, see what both energizes you and fills a client need, and tweak from there. Pricing confidence is about acknowledging that you deserve to earn a living doing meaningful work and that creative revenue models can help you reach your financial and personal goals.
Systems for Practice Growth
Operational systems are the engine behind a therapy practice that actually supports your life instead of running you into the ground. Too many therapists get overwhelmed by emails, no-shows, late payments, and scheduling chaos. Business coaching will push you to solve these issues with simple but strong systems.
Choosing Streamlined EHR Systems
The difference between a burned-out therapist and one who leaves work on time is often the right practice management tool. Modern software helps you handle client scheduling, secure notes, reminders, video calls, and billing in one place.
This means:
Fewer missed appointments from automated reminders
Less paperwork with digital forms and templates
Quicker billing and easier tracking of payments
Secure messaging with clients for peace of mind
Billing and Scheduling
If you're chasing down invoices or double-booking sessions, you need tighter systems. Start with these three moves:
Use automated invoicing—never manually send another bill unless absolutely necessary
Require credit card info before the first session; set up automatic payments for regular clients
Schedule recurring appointments when possible, which creates more predictability for you and your clients
When you get these basics sorted, you're freeing up mental space that you can put right back into your clients—or just back into your own life.
Creating Boundaries
Policies aren't just for paperwork—they're for your sanity. Clear, written policies help your clients know what to expect and help you stand firm on the boundaries you need to keep enjoying your work.
What to think about:
Develop a cancellation/no-show policy and share it clearly with every new client
Decide when and how clients can contact you outside sessions (text, email, emergencies)
Write your policy on late payments—no more case-by-case exceptions that breed resentment
Stick to your scheduled office hours, even if you work from home
Policies are easier to set and enforce when you see yourself as the business owner, not just the helper. A therapy practice without systems and boundaries drains your energy fast. Once you put these basics in place, you'll be shocked at how much time and headspace you reclaim.
Overcoming Burnout
Therapists often find themselves caught between the drive to support clients and the toll that comes from giving too much. It's almost a rite of passage to hit a wall at some point as you build your private practice. The key is learning to reset and put boundaries in place so your work serves your life, not the other way around.
Building Self-Care Routines
Self-care is more than quick fixes like bubble baths. It's about making decisions that put your wellbeing at the center of your business and personal life.
Make care routines non-negotiable:
Book personal time in your schedule the same way you set client appointments
Get clear on what actually helps you recover
Outsource home or business tasks that drain your energy
When you make self-care part of your standard operating procedure, you'll not only feel better, but your clients will benefit from a therapist who's actually present and engaged.
Business Boundaries
Every therapist secretly knows what it feels like to say yes too often. Over time, it chips away at your energy until the whole job feels like a burden. Boundaries are what keep your business manageable and protect your evenings and weekends.
Business boundaries that make a huge difference:
Stick to a set number of sessions per week—and don't bend unless it's urgent
Decide firm start and end times for your workday
Use an autoresponder for after-hours emails or texts
Avoid last-minute bookings that break your own rules
Avoid The Emotional Exhaustion
Solo practitioners carry it all: sessions, paperwork, crisis calls, admin tasks. Emotional exhaustion creeps up when you ignore your own capacity.
To protect yourself:
Connect with peers regularly for support—even a quick chat helps
Schedule extended breaks (think: half-days or long weekends off, not just two-week vacations once a year)
Allow yourself to decline new clients if your caseload is at max
Burnout is a business risk. Therapists who last in the field learn to spot warning signs early and course-correct before things spiral. Taking real breaks is not laziness; it's strategy.
Most important, remember: burnout is not a personal failing. It's a natural response when you give more than you get back. Resetting your boundaries, routines, and expectations is an investment in your future and in the work you love to do.
Savior Complex No More
For decades, therapists—especially women—have been taught to put their clients' needs before their own. Being selfless is woven into training, and so is being modest about skills and money. The result? Many charge less than they're worth or feel guilty for making a real profit.
A few things to remember for a mindset reset:
Being a skilled therapist and a smart business owner aren't at odds; your financial health keeps your practice sustainable
Setting boundaries and pricing fairly serve both you and your clients, ensuring you never resent your work
You model self-worth for your clients every time you treat your work as valuable
Beyond One-to-One Therapy
Most therapists hit a wall: your schedule's packed, your energy's maxed out, and the only way to make more money seems to be working even longer hours. But there's a better way—scaling your practice means finding smarter, more sustainable routes to grow.
Transitioning to Group Practice Models
If you're feeling ready to have a bigger reach and less isolation, group practice can be a game changer. Building a group model is about creating systems for hiring and training new therapists, developing clear expectations and compensation structures, and establishing reliable processes for client intake and referrals.
Developing Digital Courses and Memberships
Digital offerings let you share your expertise without being tied to the therapy hour. They could look like pre-recorded video courses (e.g., on anxiety management), interactive memberships or support communities, or live group workshops.
Steps to get started:
Pick a topic your clients are always asking about
Create simple materials (slides, worksheets, short videos)
Test run it with a small group for feedback
The best part? Students can sign up any time—your reach grows even while you're off the clock.
Marketing Online Courses
If you enjoy teaching, building an online course can be a natural next step. This lets you reach people who can't make regular appointments but still want structured help.
Things therapists often do when planning their first course:
Choose one topic you know well and that your clients always ask about
Break it into short, practical lessons
Use video, downloadable worksheets, or audio to support different learning styles
Pick a platform—there's Kajabi, Teachable, Udemy, and many more
Launch with a simple marketing email or social post—don't overthink it
Group Coaching Models for Therapists
Switching to group coaching isn't just about creating a new income stream, it's a way to build community. Your clients benefit too, because they learn from each other, not just you.
Group coaching formats some therapists try:
Closed enrollment: Small, fixed-length programs for a handful of people
Ongoing support: An open group where people can join anytime, like a mastermind
Hybrid: Mix some private sessions with group calls for more flexibility
For many, the hardest part is just getting started. Try a pilot group at a lower price, get feedback, and adjust as you go.
Maximizing Reach with Educational Products
Digital downloads—like workbooks, audio guides, or mini-courses—can free up more of your time while helping clients between sessions.
Useful steps to begin:
Survey your clients and audience to find the most common needs
Start with a simple product (like a checklist or journal prompts)
Offer your digital goods alongside your coaching or as separate resources
Delegating Effectively for Expansion
Delegating is tough if you're used to handling it all, but it's key for true scaling.
What can you hand off:
Administrative work (billing, scheduling, email)
Social media or content creation
Bookkeeping or payroll
Signs you're ready to delegate:
You're working nights or weekends just to keep up with admin
Tasks that don't require your license are eating your schedule
Growth feels stalled because there's only one of you
Scaling doesn't happen overnight. But once you accept that your role is growing—maybe even shifting away from the therapy chair—it opens the door to bigger goals, less stress, and even a little more time for yourself and your family.
Transitioning from Therapist to Therapist Business Coach
Shifting from therapy to business coaching is a leap more therapists are considering—especially in 2025, where flexibility and online opportunities are everywhere. Many find this new path appealing because it means they can use their hard-earned skills in different, creative ways.
Leveraging Your Clinical Skills in Coaching
Your therapy background actually helps you as a coach:
You're trained to notice stuck points—useful when clients hesitate on big goals
You understand boundaries, which is key for professional coaching relationships
You're skilled at holding space for all kinds of emotions
But coaching is less about diagnosis and more about action plans, so you'll use those skills in a different way. While old habits (like analyzing family history) die hard, focusing on forward steps keeps your role clear and makes your coaching more effective.
Embracing Your Unique Narrative and Brand
Therapists sometimes struggle with the idea that self-promotion is "salesy." In coaching, though, clients connect with your story and perspective.
Tips for building your coaching brand:
Write your origin story—why did you become a therapist, and why coaching now?
Identify 2-3 themes that run through your work
Share client success stories (with permission) or use anonymized composites
Being honest about your own growth helps attract people who want that same change. Real connection comes from your willingness to be seen and heard as yourself.
Opportunities Beyond the Therapy Room
One of the big draws to coaching is the wider reach it offers. You're not limited to clients in your state or those who have certain diagnoses. You can work with people across the country, even around the world, as long as you stick to coaching (not therapy).
New avenues to consider:
Group coaching programs for specific client goals
Online workshops and courses
Speaking engagements or podcast interviews
Many therapists find the variety refreshing. It lets you support more people, try new projects, and reduce burnout from back-to-back individual sessions. Becoming a coach broadens your impact, refreshes your work, and lets you keep using what you already do well—sometimes just in different, creative ways.
Safeguarding Your License and Reputation
Protecting your therapy license while stepping into coaching is more than just good business—it's essential.
How to reduce risk:
Keep businesses and bank accounts separate: Do not mix coaching with your therapy practice financially or on paperwork
Develop different brands and websites for each service to avoid blurring ethical lines
Get clear coaching agreements that set out exactly where therapy ends and coaching begins—informed consent matters
Make sure clients understand the difference too—transparency keeps expectations realistic and trust intact
Bottom line: a lasting legacy in mental health isn’t about the constant grind. It's about making your practice align with your values. You deserve to make a difference while doing work you love. You can learn more about how to start and grow a private practice by signing up for our signature course, “The Private Practice Lab”.
