The Complete Guide to Business Coaching for Therapists
Running a therapy practice can feel overwhelming. You spend years learning how to help others, but no one really teaches you how to run a business. That is why I created my YouTube channel as well as my signature course, “The Private Practice Lab”. We desperately need business education that is affordable and comprehensive.
However, some may want someone to talk them through their next steps as a soon-to-be business owners. That's where business coaching for therapists comes in. Coaching is “higher touch” and will enable you to really feel like you are getting information that is tailored specifically to you.
In 2025, more therapists are turning to coaching to handle the business side of their practice and expand their professional impact. If you want a practice that pays you fairly, lets you help the right clients, and doesn't leave you burned out, this guide will show you how business coaching can transform your career.
Key Takeaways
Business coaching helps therapists view their practice as a real business, not just a helping job
Therapists learn to set fair prices, find ideal clients, and create authentic marketing strategies
Coaching focuses on action steps and future goals rather than processing problems
Strong systems and clear boundaries prevent burnout and create work-life balance
Scaling beyond one-to-one sessions through groups and digital products becomes achievable
The distinction between therapy and coaching requires careful legal and ethical attention
Understanding the Distinction: Coaching Versus Therapy
Before diving into business strategies, it's crucial to understand what makes coaching different from therapy. These aren't just semantic differences, they have real legal, ethical, and practical implications for your practice.
Future-Focused Versus Past-Oriented Approaches
Therapy often looks backward, exploring how your history shapes current struggles, healing emotional wounds, and unpacking deep patterns. Coaching is about the horizon—setting goals and taking practical steps toward where you want to go next.
Therapy asks, "Why are you stuck?" Coaching asks, "Where do you want to go, and how do we get you there?"
Coaching sessions focus on action plans and new habits rather than diagnosis
Coaches assume clients are stable and ready to move forward, not in active psychological crisis
Coaching is often very focused
Coaching is usually more about reaching a specific goal
Embracing the Abundance Mindset in Private Practice
Stepping into private practice means you're not just the therapist, you're also the business owner. Adopting a positive mindset is one of the hardest but most rewarding changes you can make for your practice in 2025. This shift isn't about becoming corporate;,it's about running a therapy business that actually supports your life instead of consuming it. Often therapists want to shift into private practice to avoid the burnout they had at a mental health agency, but it can sometimes become an even bigger burden without healthcare and a 401k.
Understanding Your Value
Many therapists struggle to set rates that reflect their worth, we are chronically underpaid and we often have a very hard time asking for what we deserve.
Recognize that your skills and training are significant
We are the lowest paid masters level clinicians so the bar is on the floor for our compensation
We do save lives, our work in important
We value our clients and the right ones will value us as well
When you value your work appropriately, you attract more committed clients
Financial health in your business supports better mental health for you and the people you help
Your expertise should be reflected in your compensation! Have you been a therapist for a long time? Are you training in something very specific? Do you see great outcomes with clients? Raise your rates!
Overcoming Your Limiting Mindset
Therapy training rarely covers business basics, leaving you with self-doubt about pricing, boundaries, and growth. Many therapists carry messages like "It's wrong to charge too much" or "I shouldn't care about money." These beliefs keep practices stuck and schedules full—but never bring financial freedom.
To grow, call out these patterns when they show up:
Reflect on where your money beliefs started
Journal about times you discounted your rates out of guilt or fear
Talk to other practice owners about real numbers—normalize profit and pay
Owning Your Roles
You wear two hats: therapist and business owner. Many therapists want to pretend the business hat doesn't exist, but denial leads to chaos and burnout.
Set boundaries for the administrative side: have office hours, say no when needed, automate tasks where possible
Remember, running a profitable practice isn't selfish—it's what allows you to serve clients better and keep your doors open
A therapist with a CEO mindset sets and communicates rates clearly, takes time off intentionally, and invests in their own support like business coaches and accountants. If you treat your practice like a real business, you give it the best chance to thrive.
What Makes Business Coaching for Therapists Worth Investing In
Business coaching for therapists isn't the same as generic business advice. It specifically connects the business side of practice with the relationship-focused, ethical, and sensitive nature of therapeutic work. Therapists face challenges most business owners never think about—from ethical limits on self-promotion to the emotional intensity of their daily work.
Goal Oriented Support
Unlike therapy, which usually looks at past experience to understand present behavior, business coaching zeroes in on where you want your practice to go next. It's about practical steps, not just mindset.
Sessions focus on goals and making things happen—writing that rate increase email, setting up a group offer, or finally publishing your website. You'll work with someone who expects you to take action and will call you out (with care) if you get stuck in perfectionism.
The Ethics Of It All
Owning a therapy business comes with more rules than most small businesses. You can't just post anything online or promise the world to potential clients. Business coaches for therapists understand the blurry line between being helpful and accidentally crossing into unlicensed coaching or consulting, how informed consent and confidentiality must show up in business decisions, and state-specific rules about promotion and testimonials.
Here's a quick checklist business coaches use to keep therapists on solid ground:
Double-check your state's licensing and marketing rules before making big changes
Set up different entities if you plan to coach or consult in addition to therapy
Use business policies that cover cancellation, record keeping, and client privacy
Talk to a lawyer and CPA
Focus on getting paperwork that protects you
Therapists are AMAZING At Marketing
What works to sell widgets or fitness training doesn't work for therapy. Therapists depend on trust, privacy, and authentic connection. Business coaching in this field helps therapists shift from pushy "sales" mindsets to genuine relationship-building, build ethical referral circles instead of cold pitching or spammy ads, and develop a voice that feels true.
Examples of therapist-approved business strategies include educational content marketing, speaking to other providers or local groups with a focus on collaboration, and setting boundaries so you aren't glued to email around the clock.
Your “Perfect” Clients
Finding your ideal therapy clients isn't just about filling your calendar. It's about working with people who are a good match for your skills, interests, and values—people who truly benefit from your unique brand of support.
Defining Your Niche
It's tempting to market as a "helper for everyone," but this approach usually means your message is too vague. Therapists with the busiest and most consistent practices are those who narrow in on a clear specialty.
How to get clear on your niche:
Think about the issues or topics you're most passionate about (trauma recovery, anxiety in young adults, etc.)
Reflect on your own lived experiences or what feels most rewarding in session
Research what people in your community are actively seeking help for
When you get specific, your message reaches those who are actively searching for your kind of therapy.
Creating Client Descriptions:
To build your client avatar:
Name them (even if it feels silly)
List their age, gender, and location
Dig into their biggest challenges—what keeps them up at night?
Describe their therapy goals and hoped-for outcomes
Identify where they spend their time (social media, local groups, etc.)
Benefits of Serving a Niche
Once you commit to a particular group, three big things happen:
You become the go-to expert for clients who share those needs
Referrals from professionals and past clients increase
You see better progress and satisfaction on both sides
Niche practices often report higher income and less emotional fatigue. This targeted approach doesn't just improve business numbers—it makes your work more meaningful and focused.
Marketing Strategies Without The Ick
Marketing as a therapist can feel strange at first. Most of us never planned on having to "sell" anything when we went to grad school. The trick is to stop thinking about it as selling. We are offering something SO valuable.
Shifting from Selling to Connecting
Think of marketing as starting conversations rather than pushing services. When you focus on connection, you naturally attract ideal clients who feel comfortable reaching out.
Simple ways to flip the script:
Share stories or reflections about what drew you to therapy
Post about common struggles your clients experience and how you help
Use language that sounds like you, not like an ad
Respond to comments or messages genuinely and promptly
Use language that clients are using, this will help Google search rank you for keywords
The more you show up as yourself, the more clients resonate and reach out.
Using Social Media
Building a connection online is more than scheduling a post once in a while. Consistency helps, but so does mixing things up.
Options include:
Write short blog posts or Instagram captions focused on problems you're passionate about
Answer questions that come up often in sessions (without revealing personal details)
Try video: short clips talking about topics like coping with anxiety or setting boundaries
Use location-based hashtags or keywords so local clients can find you easily
Remember that social media can burn you out and you need to focus on platforms you enjoy
Networking
Some of your best referrals come from other professionals who really understand what you do. These relationships can be fostered by:
Attending local meetups or online meetings with other therapists and healthcare professionals
Following up after meeting someone—many people drop the ball here
Being clear about what types of clients you serve best
Offering to refer back or collaborate on workshops or talks
Pricing
Setting rates is one of the hardest parts of running a practice for most therapists. There's guilt, second-guessing, and fear of hearing "no" from potential clients. But charging rates that reflect your expertise isn't selfish—it's what keeps your practice running and lets you give your best to every client.
Determining What Makes You, YOU!
Before you settle on what to charge, you need clarity on what truly sets you apart. Are you trained in a rare modality? Do you specialize in an under-served community? Maybe you offer availability or support that few others in your area do.
A simple checklist to help:
Write out your credentials and specializations
List what you help clients achieve (outcomes, not just problems addressed)
Compare your experience to others in your area
Identify any additional benefits (flexibility, group offerings, digital tools)
Communicating Rates With Clarity
Letting clients know about your pricing doesn't have to be awkward. If you're wishy-washy or apologetic, it's easy for people to challenge or negotiate.
How to keep it simple:
Decide your rates based on the local market and your unique skills
Post your rates on your website or intake forms so there are zero surprises
Present the information directly: "My session rate is $180." That's it—no explanations, no discounts unless it's part of your policy
Have a conversation about your rates during your initial contact with the client
Mindset Shifts for Ambitious Therapists
Building a thriving private practice as a therapist starts in your mind, not your business bank account. Success happens when you upgrade your mindset just as much as your marketing. Ambitious people in mental health often bump into invisible walls conditioned by old rules, self-doubt, and an industry that hasn't always championed the business side of therapy.
If you want to learn more about our signature course The Private Practice Lab—that will teach you how to open a private practice from start to finish click here to learn more. We are passionate about working with therapists who are private practice curious to help them get their continuing education credits for their renewal cycle and also feel empowered to start the business they have been dreaming about.
