Building a Thriving Online Private Practice as a Therapist
The Rise of Online Therapy and Telehealth Services
I still remember sitting on my living room floor, laptop in my lap, coffee going cold, staring at a blinking cursor while whispering, “What am I even doing?”
I had the training. The experience. The license. But the idea of actually running my practice online? Putting myself out there? Tech, websites, content, marketing—where was that course in grad school?
And yet—here we are. And now that I’ve helped hundreds of therapists build online practices that actually feel sustainable (and yes, profitable), I’m here to tell you: it’s 100% doable. And it can feel really good when you give yourself permission to do it your way.
Let’s walk through it.
1. Start With Your “Who”
If you’ve been following me for more than five minutes, you know I’ll shout this from the rooftops: You can’t market to everyone. And more importantly? You don’t want to.
Think about your favorite client. The one who shows up to sessions ready to do the work. The one who lights you up. The one who says something that makes you go, “YES. This is why I do this.”
Now reverse-engineer your whole practice from that energy. Maybe it’s new moms drowning in anxiety. Maybe it’s teenagers trying to untangle their identities. Maybe it’s burned-out professionals who look totally put-together on the outside but are spiraling inside.
The more specific you get, the easier everything becomes—your content, your referrals, even your confidence.
Ask yourself:
Who lights you up when they walk (or Zoom) into your session?
What client victories make you do a happy dance after logging off?
Where do your personal experiences and professional skills perfectly intersect?
Your answers might just lead you to the practice that doesn't just pay the bills but fills your cup too.
2. Build a Foundation That Doesn’t Fall Apart on a Random Tuesday
Let’s talk tech for a second. I know… not the sexy part. But listen, your online private practice is like a house. And you don’t want to be patching leaks every other week. So, before you worry about Instagram or SEO or Canva templates, start with the basics.
Check your licensure (yes, for every state you plan to see clients in).
Test your video platform with your partner or your cat before going live with clients.
Pick an EHR that doesn’t make your head spin.
And for the love of all things burnout-related, get a scheduling system that works while you sleep.
I didn’t, at first. I once triple-booked myself for sessions, forgot one completely, and had a meltdown in the kitchen while eating peanut butter straight from the jar. Don’t be me.
3. Show Up Online Like You Talk to Your Friends
Here’s where I see so many therapists freeze up.
“We didn’t learn marketing in school.”
“I don’t want to sound salesy.”
“What if I post something wrong?”
Let me just say: the best marketing is honest, human connection. When you show up online as yourself—compassionate, curious, occasionally messy—you invite the right people in. You don’t need perfect graphics. You don’t need to go viral. You just need to show up and speak to your person.
Instead of shouting into the void, try this:
Tell a story that helps your audience feel seen (no PHI, obviously).
Answer a question your ideal client Googles in the middle of the night.
Share the feeling behind the transformation, not just the facts.
Use words they use—not therapy jargon.
Think of it like writing to one person. Someone who needs exactly what you have.
4. Marketing for Private Practice Can Be Cozy (I Swear)
I used to cringe at the word “marketing.” Now? I see it as an invitation. Marketing is just relationship-building. It’s offering value and saying, “Hey, if this helped you, I can help you more.”
Some ideas to get started:
Partner with providers you respect—midwives, pediatricians, school counselors.
Offer free resources that are actually useful. (Not just a PDF no one opens.)
Start an email list. Write like you’d write to a friend.
Share what you care about. Your voice is what makes people trust you.
And remember: you’re not trying to convince anyone. You’re simply saying, “Here’s how I help. If that’s what you’re looking for, let’s talk.”
5. You Get to Be the Therapist and the Business Owner
This is your gentle permission slip:
You are allowed to care deeply about your clients and care about making money.
You are allowed to love the work and want time off.
You are allowed to be a therapist and a CEO.
It doesn’t make you selfish. It makes you sustainable. Set boundaries. Set rates that honor your time and energy. Block off Fridays or “CEO days” where you don’t see clients but work on your business. Join communities that talk about money and marketing like grown-ups (hi, Social Club). Celebrate when you hit milestones—because they matter.
6. Track What’s Working. Tweak What Isn’t. And Keep Going.
Running your own practice means you’re constantly evolving. That’s not failure—it’s feedback.
Look at what’s working. Is your blog bringing in traffic? Great. Keep going.
Are people DMing you about your Story content? Lean into it.
Is your newsletter getting ignored? Time to spice it up.
And when you're ready to grow—maybe into courses, passive income, or even a group practice—just remember: you don’t need to rush.
You’re Not Behind. You’re Right on Time.
This journey isn’t linear. It’s not supposed to be.
There will be days when you feel on fire, and days when you seriously consider quitting to open a bookstore on a beach. (No? Just me?)
But the truth is, this work—your work—matters. Whether you’re on Zoom or in an office or building a course in your pajamas at midnight, you’re helping people feel less alone. And that’s powerful.
Here’s what I want you to do today:
Reconnect with who you love helping.
Choose one system to simplify or improve.
Show up once this week—email, post, Story—just once.
You don’t have to do it all. You just have to keep going. And if you want to make it easier? I’ve got resources for that. Whether it’s setting up your systems, creating passive income, or getting your social content done without the drama, I’m here for it.
Let’s build your practice on purpose—and in a way that actually feels like you.
Want more support? Book a 1:1 Strategy Session with me.
