Why You Are Attracting the Wrong Therapy Clients

Are you constantly finding yourself in phone calls with potential clients who just don't seem like the right fit? Picture this:

Therapist: Hello, this is Sarah.

Client: Hi, I’d like to make an appointment with you.

Therapist: Okay, let’s first make sure I might be a good fit for you. What are you seeking therapy for?

Client: Well, my dad died last year and it hit me really hard.

Therapist: Sorry to hear that. I’m an eating disorder specialist. Is an eating disorder related to this situation?

Client: Ummmm, well, I….. uh…. I probably don’t have a good relationship with food. I haven’t had much of an appetite lately. I saw your website and I think you’d be a good fit for me. I’m dealing with a lot of anxiety, and I think it’s because I didn’t grieve my dad’s death. He was my person you know…. [then goes on and on about her anxiety and grief.]

Therapist: It sounds like you are definitely dealing with some hard things, and I’m glad you’re reaching out for therapy. It seems like an eating disorder isn’t your primary concern. It’s important that you are matched with a therapist who is trained and experienced with your situation. I’ve got a few names of some grief therapists in the area. Gotta pen?

Client: I’ve already called three other therapists! They either don’t call back or they are full. Are you sure you can’t fit me in?

Therapist: I know it’s hard to find a therapist. I’d like to make the process easier by pointing you directly to the ones that I think can help you. Would you like to write them down?

Client: Sigh. Okay fine.

After this conversation, the therapist hangs up the phone and wonders, “Why the hell did she call me?”

This scenario might sound all too familiar, especially if you’re in the field of therapy. I used to get a lot of calls like this before I learned a thing or two about marketing and writing copy for websites.

Back then, my website didn’t give potential clients any reason to think I couldn’t work with them. I was nervous about being too specific about who I work with. I thought that if I cast a wide net, I’d attract more clients and have a thriving practice.

But here’s the thing: this approach often leads to attracting the wrong clients. It’s a mistake I see many new practitioners make in private practice. It stems from a place of fear—fear of not having enough clients, fear of missing out on opportunities.

But what if you weren’t afraid? What if you boldly owned your niche, put it out into the world, and attracted the clients that truly resonate with you?

Let’s break down why you might be attracting the wrong clients.

Why You Are Attracting the Wrong Therapy Clients

1. Your website doesn’t clearly state who you work with

Maybe, like me, you were operating from a place of scarcity. Your goal was to attract more clients, even if the work didn’t excite you. Perhaps you’re not confident in your niche. Maybe it feels too broad, or you don’t have one at all.

Imagine your website is like a storefront. If it has a vague, generic sign, anyone might walk in—those you’re equipped to help and those that keep you up at night.

It’s time to find your niche and own it. Think of it as putting a neon sign on your storefront that says, “This is who I help!”

Need some help with your niche? I have some great articles here.

2. Potential clients don’t connect with what you’ve written

Ever visited a website that said a lot but left you scratching your head? Therapist websites are often guilty of this. They either ramble on about irrelevant details or read like a textbook—dry, academic, and downright boring.

Your website copy should be like a good conversation with a friend—straightforward, focused, and infused with your personality.

I’ve written a blog post highlighting the biggest mistakes people make with their websites. You can check them out here.

3. You’re attracting almost-fit clients

You may be attracting clients who align with your expertise, yet they may not be the ideal fit for you. It's possible that you are drawing in a specific group that you do not find fulfilling to work with or individuals who are not fully dedicated. They might be in a stage of their healing process that makes the work particularly challenging for you. Ask yourself the question, “What kind of difficulties are you willing to endure?” While many clients will present challenges, only you can determine which specific challenges are significant enough to turn away.

I learned this working with the chronic illness community. I noticed that there was a subset of folks who seemed to cling to their illness like a security blanket. They wrapped themselves in victimhood, sidestepping anything that might help them move forward. I absolutely love working with people with health challenges, but these folx are not a fit for me. And that’s okay.

What is the solution? To create a website that serves as a guide for prospective clients. It should clearly outline what the experience of working with me entails, establish expectations, and incorporate messaging that deeply connects with my target audience while prompting incompatible clients to seek alternative therapists. I crafted my content to emphasize values such as accountability, productive sessions, efficient scheduling, and a dedication to personal growth. This approach appealed to dedicated clients and deterred those who did not align with these principles.

When you attract the right clients, you’ll spend your days doing the work you love, feeling content, and preventing the burnout that comes with mismatched clients. Now, go ahead and own your niche. Put it out there proudly, and watch as the right clients find their way to your door.