How to Write a Psychology Today Profile that Attracts Private-Pay Clients

In this post, I'll show you how to write a Psychology Today profile to help your listing stand out and attract clients to your practice. You'll get tips about introducing yourself to the readers and listing your qualifications in a way that appeals to the reader.

Psychology Today is the default directory for private practice owners. It's estimated that there're 29.6 million monthly visitors who land on the site. To give you an idea of what it means from an SEO perspective, here's a screenshot of the traffic data.

This presents a great opportunity for your own SEO. Creating a profile in the PT directory will help you direct some of the traffic to your own website. But there's a catch...

You need to create a compelling profile that will attract visitors and bring them to your website or book an appointment with you.

How to Introduce Yourself

For many of us writing about ourselves is a painful process. For therapists, people whose work is about focusing on others, it can present a particular challenge.

You might be tempted to fall back on your expertise and education for that, but that's not the most important information for your reader. What interests them most is who you are as a person and how relatable you are.

With that in mind, you need to define the most important things that you would like your potential clients to know about you. Don't be afraid to include personal details like your background and the reasons you chose the mental health field—that way, potential clients can start forming a connection with you from the beginning.

Remember, people like working with those whom they know, like, and trust. So ask yourself:

• What would be most valuable for your potential clients to know about you?

• What makes you likable as a therapist?

• What tone can you write in to make you seem trustworthy?

It might sound counter-intuitive, but you need to think about yourself from your client's point of view. In that way, your Psychology Today profile is different from your resume.

Add a Personal Touch to Draw in Clients

As you're seeking to establish trust with your target audience, you should describe your strengths and experiences in a way that helps you establish a connection with your reader.

Keep in mind that people want a therapist to whom they can relate on some level, someone who will understand them. Bring your readers into the story of you and help them imagine what it would be like working together. Use a friendly tone of voice that conveys warmth and understanding, allowing potential clients to feel more comfortable with contacting you.

how to write a Psychology Today profile: Include Professional Relevant Qualifications

How do you establish which qualifications are relevant to your reader?

First, you need to understand whom you'd like to attract and what this person might be struggling with. If you need help defining your ideal client, use this free worksheet to do that.

Next, you can showcase your professional qualifications by including details about your education, certifications, professional associations, language proficiency, and areas of speciality that are relevant to the person you're trying to attract.

While it's important to showcase your entire arsenal of accolades, leading with that may detract from the point you're trying to make–showing your readers that you're the right therapist for them. So choose what's relevant to your profile.

Focus on the Areas You Specialize In

The last part you want to highlight in your profile is your expertise. Specifically, how you will be working together with your clients.

Make sure you focus on the areas you specialize in, CBT, MBCT, interpersonal psychotherapy, or any other techniques. It's also helpful to highlight how working with you might be beneficial for resolving concrete issues that your potential clients may be struggling with. Be as knowledgeable and authoritative as possible; that's what potential clients are searching for.

FAQ: Writing a Psychology Today Profile That Attracts Clients

How do I start writing my Psychology Today profile?

Start by thinking from your client’s perspective. Write as if you’re answering their question, “Can this therapist help me?” Keep it conversational and client-focused.

What should I include in my Psychology Today profile?

Include who you help, how you help, and what makes your approach unique. Use warm, human language, not jargon.

What makes a great Psychology Today headline?

Your headline should reflect your niche or ideal client outcome, such as “Helping professionals manage burnout and find balance.”

How long should my Psychology Today profile be?

About three short paragraphs or 400–600 words. Enough to show your personality and help clients feel you’re the right fit.

Should I mention my location?

Yes, add your city or area naturally so clients nearby can find you in local searches.

How does it fit into my marketing system?

Your Psychology Today profile is part of your owned marketing system. It attracts clients and connects to your website.

What are common mistakes?

Writing in the third person, listing credentials only, or skipping a clear next step like “Contact me for a consultation.”

How this fits into your overall marketing system

Learning how to write a Psychology Today profile is more than just filling out a directory listing. It’s about creating a marketing asset you own. When your profile clearly communicates who you help and why you’re different, it does more than attract attention, it builds trust and connects potential clients directly to your practice.

A strong Psychology Today profile also plays a key role in your marketing system. It supports your website, Google Business Profile, and email marketing by improving discoverability and reinforcing your brand message across platforms.

If you’re ready to optimize your Psychology Today profile so it attracts more private-pay clients, get the Psychology Today Profile Formula, a practical guide with examples and step-by-step instructions to make your listing stand out and convert more inquiries into booked sessions.