Category: Marketing & Strategy

Good URLs are like street signs. They tell users where they are, where they’re going, and what to expect. If you’re building or managing a website—whether on WordPress, Shopify, or another system—it’s worth getting your URLs right from the start.

This post covers clear, practical guidelines for naming URLs in a way that improves user experience, supports your SEO efforts, and saves you from headaches later.

Use All Lowercase for URLs

The best URLs are short, descriptive, and all lowercase.

Why lowercase? Because some content management systems—and many servers—treat uppercase and lowercase letters as different URLs. That can lead to broken links, confusion, and duplicate content.

Examples:

• Good: yourdomain.com/about-us

• Avoid: yourdomain.com/About-Us

If you’re printing URLs on flyers, business cards, or sending them in email campaigns, lowercase is more straightforward and easier to type. Ask your web developer to set this up if your CMS doesn’t automatically convert URLs to lowercase.

Keep It Short and Descriptive

A good URL describes the page's content in a few words. It should be easy to say out loud or type by hand.

Example:

• Good: yourdomain.com/services/web-design

• Avoid: yourdomain.com/our-services/website-build-and-design-services

Stick to 3–5 words if possible. Use hyphens between words, not underscores or spaces. Avoid dates, extra words like “and” or “the,” and anything you wouldn’t want to update later.

Think Ahead: Aim for Evergreen URLs

An evergreen URL does not need to change, even if your content evolves. That’s the ideal.

Changing URLs down the road can lead to broken links and lost traffic. Yes, you can set up 301 URL redirects to point the old link to the new one—but it’s better to avoid that if possible.

How to plan for longevity:

• Skip the year in blog URLs (/2024/seo-tips) unless it's truly time-sensitive

• Choose product or service URLs that won’t need to change if the name of the product or service evolves slightly

• Don’t include temporary promotions or event details in the core page URL

Ask yourself: “Will this URL still make sense 2–3 years from now?”

URL Hierarchy

The structure of your URLs affects how people and search engines understand your site.

If you have a page like yourdomain.com/services, and under that, yourdomain.com/services/seo, then changing “services” later means the whole section breaks unless you update all child pages and set up redirects.

So it’s essential to:

• Choose top-level folder names carefully (like /services, /blog, or /shop)

• Only nest pages under a parent if the parent topic truly applies to every child

• Avoid unnecessary nesting. Deeper URLs like yourdomain.com/services/marketing/seo/advanced-audits are more complicated to manage and read.

In WordPress, assigning a parent page will include it in the URL. The hierarchy on Shopify and other platforms is visual but not always visible in the URL. Know how your CMS handles this before planning your structure.

Avoid Dynamic URLs (When Possible)

Dynamic URLs—ones with ?, =, and other special characters can be common in e-commerce and filtering systems. However, they can be hard to read and share, and sometimes confusing to search engines.

Example:

• Good: yourdomain.com/shoes/sale

• Avoid: yourdomain.com/products.aspx?id=3&type=shoes&type=sale

If your site relies on dynamic URLs (especially in e-commerce, search, or apps), work with your developer to simplify them or use canonical tags to avoid duplicate content issues.

Set Guidelines for Larger Teams

You can apply these tips yourself if you’re the only one managing content. But if you work with a team, it’s worth having a few rules written down:

• All URLs should be lowercase and use hyphens

• Use clear, descriptive words—no random numbers or codes

• Try to avoid repetitive URLs, if you already have /news/releases in your URL, you can avoid naming the News Releases page news-releases, which would end up like this /news/news-releases/

• Avoid changing existing URLs without planning for redirects

• Run URL ideas by an expert before launch

This lightweight governance prevents future issues and makes your site easier to manage. If you are on a larger team, you may wish to work with your web developer to establish rules and checks in your content management or e-commerce system.

Good URL Naming Checklist

Think of your URLs as part of your site’s public face. They should be easy to read and explain.

Here’s a quick checklist:

• Use lowercase letters

• Separate words with hyphens

• Keep them short and descriptive

• Avoid dynamic parameters when possible

• Plan for longevity

• Use a clean hierarchy only when it adds value, and the content is structured as part of that hierarchy

Need Help Building Your Website?

Garrett Digital designs and builds websites with these best practices in mind. Whether you're launching a new site or want to clean up an existing one, we'll help you create a clear, future-proof, and SEO-friendly structure. Contact us to learn more.

Are you thinking about adding a new offering to your business? It might seem like an easy way to increase revenue or reach new customers, and sometimes, it is.

But growth isn’t always as simple as offering one more thing. If you're not careful, expanding can stretch your team too thin, confuse your customers, and slow down the success you already have.

After 20 years of helping businesses grow and shift direction, we’ve seen what works and what gets overlooked. Here’s what to think about before adding a new service or offering.

Does Your Brand Still Make Sense?

Your brand isn’t just your name or your logo. It’s what people think when they hear about your business.

If you’re known for one thing, like plumbing, graphic design, or HVAC, adding something unrelated can create confusion.

Ask Yourself

• Does our name still make sense if we add this offering?

• Will our regular customers understand why we’re doing this?

• Would a name or brand update help us look more credible?

Real Example

A company called Smith’s Plumbing decides to start offering electrical work. Customers who see the name might assume they only fix leaks and install water heaters. Renaming to Smith’s Home Services could help clarify that they now do more than plumbing, but they’d still need to educate people and build trust in the new area.

Every New Offering Needs Marketing

Listing a new service on your website isn’t enough. Each one needs dedicated marketing if you want people to find it, trust it, and buy it.

What That Might Include

• A separate service page with straightforward, relevant content

• Blog posts or guides that speak to customer needs and questions

• Targeted ad campaigns for each audience

• Email updates or welcome sequences tailored to the new offering

• Adjusted SEO strategies to help each page rank well in search

Even though Google no longer relies on old-school keyword density, SEO still matters. Your content should match what users are searching for and answer their questions clearly. Pages that demonstrate expertise and usefulness continue to perform best.

Larger companies can afford separate campaigns for each offering. Smaller teams need to be careful not to stretch their resources too far.

Real Example

An HVAC company adds remodeling. Now they need:

• User-focused content for both HVAC and remodeling

• Separate ad campaigns and landing pages for emergency repairs and long-term projects

• New messaging for their homepage, blog, and email marketing

Without extra time and budget for that marketing, one side of the business might suffer.

Customers Usually Want a Specialist

Most people want to hire someone who focuses on the service they need. If you do too many things, you risk looking like a generalist—especially in industries where trust matters.

What Customers Might Think

• Are they actually good at this new thing?

• Did they just add this offering to make more money?

• Why would I trust them over a company that only does this?

Even if you hire experienced staff or subcontract work to pros, customers still see your business as the face of that offering. Changing perception takes time, reviews, and real results.

Real Example

A remodeling company starts offering roofing. That puts them up against companies that only do roofing and have been doing it for years. Even with a skilled roofer on staff, they’ll need to prove they’re just as good.

New Services Change How You Operate

Adding a service affects more than just your website. It changes your team, your tools, your process, and often, your schedule.

Challenges to Plan For

• Hiring or training people with different skills

• Buying new equipment or software

• Changing how jobs are scheduled or quoted

• Handling different customer expectations

• Keeping quality and communication consistent

Real Example

Let’s say an HVAC company starts offering remodeling. That means:

• Hiring carpenters and electricians

• Ordering materials and managing longer timelines

• Quoting big projects instead of quick repairs

• Training office staff to handle a different kind of sales process

If you’re not prepared, things can fall apart fast, especially when your team is already busy with your core services.

Ways to Grow Without Overextending

If expansion feels risky, you’re not stuck. There are other ways to grow your business without adding more complexity.

Try One of These

Grow in a related direction.
If you’re already offering HVAC, adding smart thermostats or indoor air quality testing is a natural next step. It makes sense to your customers and doesn’t require a massive shift.

Test it first.
Before you commit, try offering the new service on a small scale. For example, a lawn care company could test irrigation installation with a few clients before going all in.

Build referral partnerships.
If customers keep asking for something you don’t offer, find a reliable partner and refer the work. A remodeling company can work with a trusted roofer, keeping the customer happy without hiring a whole new crew.

Double down on what’s already working.
Before expanding, ask yourself if you’ve truly maxed out your current services. Can you improve your customer experience, increase your prices, or reach new audiences with what you already do best?

Are You Ready to Expand?

Before you say yes, take a step back and ask yourself:

• Does our brand clearly support this new direction?

• Do we have the time and budget to market it correctly?

• Will customers trust us in this new area?

• Can our team handle the extra work and complexity?

• Are there simpler ways to grow without expanding too far?

Adding new offerings can work, but only when you have a plan. If your team is already stretched thin or if your core services still have room to grow, holding off might be the smarter move.

Do you need help deciding if your business is ready to expand? Do you want to make sure your branding, marketing, and messaging support your growth? Let’s talk.

You can be the most skilled therapist in your city, but if people can't find you when they need help, your practice stays small.

When someone decides they're ready for therapy, 73% start their search online. Most of them land on Psychology Today within the first few clicks. The platform gets over 4.5 million unique visitors monthly, making it the largest therapist directory in the United States.

Your Psychology Today profile isn't just a listing. It's often your first impression with potential clients and your main tool for converting browsers into bookings. Done right, it becomes a reliable source of new referrals without the ongoing effort of social media or content marketing.

This guide shows you exactly how to optimize your profile to attract more of the right clients and turn browsers into bookings.

Why Psychology Today Dominates Therapist Search

It Owns Google Search Results

Psychology Today profiles rank high for thousands of therapy-related searches. When someone googles "anxiety therapist near me" or "couples counselor in Austin," PT profiles often appear above individual therapist websites.

This happens because Google sees Psychology Today as an authority site. Your optimized profile borrows that authority, giving you visibility you'd struggle to achieve with your website alone.

The Filtering Feature

Unlike generic directory sites, Psychology Today lets clients narrow down options by:

• Specific issues (anxiety, trauma, relationship problems)

• Treatment approaches (CBT, EMDR, psychodynamic)

• Logistics (insurance accepted, telehealth availability, sliding scale)

When your profile matches what someone's filtering for, you show up in their shortened list of options.

Group Practices Get Multiplied Visibility

Each therapist in your group can have their own profile. This means:

• More chances to appear in search results

• Better client-therapist matching by specialty

• Increased appointment availability across your team

• Stronger local market presence

The 6-Step Profile Optimization Process

Step 1: Write Your Bio Like a Conversation

Skip the clinical language. Your potential client is scared, overwhelmed, or skeptical about therapy. They need to know you understand their specific problem and can help them achieve the outcome they want.

Think features vs. benefits: Don't just list what you do (CBT, EMDR, individual therapy). Explain what your clients get from working with you (less anxiety, better relationships, more confidence).

Instead of this: "I utilize evidence-based therapeutic modalities to facilitate client growth and emotional regulation across diverse populations."

Write this: "I help adults who feel stuck in anxiety patterns learn practical tools to feel calmer and more confident in daily life. Using CBT and mindfulness techniques, we'll work together to interrupt worry cycles and build lasting coping skills."

Your opening 2-3 sentences are critical. They often appear in search previews and determine whether someone clicks through to read more. Start with the problem you solve, then explain the outcome they can expect.

Step 2: Target Your Ideal Client's Pain Points

Be specific about who you help and what problems you help solve. Vague profiles get overlooked because clients can't see themselves in your description.

Address their pain point directly, then talk about the outcome they want:

Effective targeting examples:

• "I specialize in helping new parents navigate the overwhelming transition to parenthood so you can enjoy this season instead of just surviving it"

• "I work with college students managing anxiety, depression, and academic pressure to build confidence and develop sustainable coping strategies"

• "I support adults healing from childhood trauma using EMDR and somatic approaches to feel safe in your body again"

Convert browsers into bookings by including:

• The specific problem they're struggling with

• The outcome you'll work toward

• Your approach (the "how" that differentiates you)

Include 3-5 searchable terms naturally:

• The issues you treat (anxiety, depression, trauma, relationship problems)

• Your therapy approaches (CBT, EMDR, DBT, mindfulness-based)

• Your location ("therapist in Portland" or "online therapy in Oregon")

Don't stuff keywords. Focus on clear communication that speaks to your ideal client's needs and desired outcomes.

Step 3: Show Your Personality and Approach

People want to know what it feels like to work with you. Generic descriptions about "safe spaces" don't differentiate you or address the concerns that keep people from starting therapy.

Address common therapy fears while showcasing your style:

• Fear of judgment: "I use a lot of humor in sessions and believe therapy shouldn't feel heavy all the time"

• Worry about wasting time: "I'm direct and solution-focused. We'll identify practical steps you can take between sessions"

• Feeling misunderstood: "I combine talk therapy with creative exercises like journaling and art for clients who learn better with their hands"

Include relevant background that builds trust and connection:

• "As a former teacher, I understand the unique stressors educators face and how to manage them without burning out"

• "Having navigated my own anxiety journey, I know what it's like to feel stuck in worry cycles and how to break free"

Remember: Your goal is to help potential clients think "This person gets me and can help me feel better." Be specific about your approach and the experience clients can expect.

Step 4: Use Photos That Build Trust and Connection

Your profile photo impacts click-through rates and booking rates.

Photo requirements:

• Professional headshot (not a selfie or snapshot)

• Good lighting (natural light works best)

• Clothing you'd wear to sessions

• Warm, approachable expression

• Clear, high-resolution image

Avoid these:

• Photos that are more than 3 years old

• Dark, blurry, or poorly lit images

• Overly casual photos (vacation shots, etc.)

• Photos where you're not the clear focus

Consider hiring a professional photographer if your current photo isn't working. The investment typically pays for itself quickly through increased inquiries.

Step 5: Add Video To Accelerate the Connection Process

A 30-60 second video can dramatically increase connection rates. Potential clients get to see your personality and communication style before reaching out, making them more likely to book a consultation.

Simple video structure that converts:

• "Hi, I'm [Name], a licensed therapist in [Location]"

• "I help [specific type of person] with [specific problems]"

• "Therapy can feel [acknowledge their concern], but I make it [your approach]"

• "If you're ready to [desired outcome], I'd love to talk"

Example script: "Hi, I'm Sarah, a licensed therapist in Denver. I help working parents who feel overwhelmed juggle everything without losing themselves. Therapy can feel like one more thing on your to-do list, but I make it practical and focused on solutions you can use right away. If you're ready to feel more balanced and confident, reach out. I'm here to help."

Record on your phone with good lighting. Keep it conversational, not scripted.

Step 6: Create Clear Next Steps

Don't make people guess how to contact you. Be specific about what happens next and address common concerns that prevent people from reaching out.

Remove barriers by being specific about the process:

• "Text or call for a free 15-minute consultation to see if we're a good fit"

• "Send a message through Psychology Today or email me directly at [email]. I respond within 24 hours"

• "Ready to get started? Click 'contact' and I'll send you my intake form and available appointment times"

Address common hesitations:

• Cost concerns: "I accept [insurance names] and offer a sliding scale for qualifying clients"

• Time commitment fears: "We'll start with weekly sessions and adjust based on your needs and progress"

• Scheduling worries: "I offer evening and weekend appointments for busy professionals"

Include your response timeline and any initial consultation details. This reduces hesitation and sets clear expectations for potential clients.

Advanced Optimization Strategies

Build Credibility Through Professional Networks

Positive reviews on Psychology Today boost your profile's visibility and credibility, but ethical guidelines prevent therapists from directly asking clients for reviews.

Ethical alternatives for building credibility:

• Connect with referring physicians, psychiatrists, and other professionals who can speak to your work

• Join professional networks and associations where colleagues might provide professional references

• Focus on providing excellent care – satisfied clients sometimes leave reviews voluntarily

• Build relationships with other mental health professionals who can refer appropriate clients

Important ethical note: Always follow your licensing board's guidelines regarding client relationships and professional boundaries. When in doubt, consult with a supervisor or your professional association.

Update Your Profile Regularly

Psychology Today's algorithm favors active profiles. Make small updates monthly:

• Add new specialties or certifications

• Update your bio based on what's working in consultations

• Refresh your photo annually

• Add new video content

Monitor Your Analytics

Psychology Today provides basic analytics showing:

• Profile views

• Contact form submissions

• Which search terms bring traffic

Track these monthly to understand what's working and adjust accordingly.

Address Common Therapy Objections in Your Profile

Most people have concerns about starting therapy. Address these proactively in your profile to increase conversion rates:

Cost concerns: "I accept Blue Cross, Aetna, and UnitedHealthcare, and offer a limited number of sliding scale spots for qualifying clients"

Time commitment fears: "We'll start with weekly 50-minute sessions and adjust the frequency based on your progress and schedule"

Stigma worries: "Many of my clients are high-functioning professionals who want a safe space to process stress and develop better coping strategies"

Results skepticism: "Most clients notice improvements in mood and stress levels within the first 3-4 sessions"

Privacy concerns: "All sessions are completely confidential, and I offer secure telehealth options for added convenience"

Including these reassurances helps potential clients move from "maybe" to "yes."

Measuring Success

Most therapists see results within 2-4 weeks of optimizing their profile. Look for:

Immediate indicators (1-2 weeks):

• Increased profile views

• More consultation requests

• Better-fit inquiries (people who clearly read your bio)

Medium-term results (1-3 months):

• Higher consultation-to-client conversion rate

• Fuller caseload

• Reduced time spent on marketing activities

Track these specific metrics:

• Monthly consultation requests from Psychology Today

• Conversion rate from consultation to ongoing client

• Quality of inquiries (do they match your ideal client?)

Common Mistakes That Hurt Conversions

Being Too General

"I work with anxiety and depression" doesn't stand out. Everyone says that, so potential clients scroll past.

Instead: "I help high-achieving professionals who struggle with impostor syndrome and perfectionism learn to set boundaries and reduce anxiety about work performance."

Leading with Credentials Instead of Client Outcomes

Your degrees matter for credibility, but clients care more about whether you understand their specific struggles and can help them feel better.

Don't lead with: "I have an MA in Clinical Psychology and am trained in CBT, DBT, and EMDR."

Lead with: "I help people who feel stuck in patterns of negative thinking learn practical tools to break free and feel more confident."

Ignoring the Business Side of Client Attraction

Psychology Today works best when integrated with your other marketing efforts. Treat your profile as part of a complete client attraction system:

• Link to your website for more detailed information about your approach

• Use consistent branding across all platforms (Psychology Today, Google Business, website)

• Include your PT profile link in email signatures and business cards

• Cross-promote your profile in other marketing materials

Making This Work for Group Practices

Group practices can dominate local search results by optimizing multiple profiles strategically while creating a seamless client experience.

Coordinate your approach to maximize conversions:

• Each therapist targets slightly different specialties to capture more search variations

• Use consistent branding (similar photos, unified voice) to build practice recognition

• Cross-reference each other in bios when appropriate to offer clients options

• Maintain consistent professional standards and ethical practices across all profiles

Example strategic coordination:

• Therapist A: "anxiety and depression in young adults"

• Therapist B: "couples therapy and relationship issues"

• Therapist C: "trauma recovery using EMDR"

• Therapist D: "family therapy and parenting challenges"

This strategy captures more search variations while maintaining your practice's unified brand and helping more clients find the right therapist match.

The Bottom Line

Psychology Today isn't magic, but it's the most reliable way for therapists to get found by people who are ready to start therapy. Most therapists treat it like a passive directory listing. The ones who see consistent client bookings treat it like a marketing tool that needs regular attention and optimization.

Think like your ideal client throughout the process. What concerns do they have? What outcomes do they want? How can you help them feel confident that you're the right therapist for them?

Start with the six-step process above. Focus on clear communication about the problems you solve and the outcomes clients can expect. Update regularly based on what you learn from client consultations.

Your optimized profile becomes a 24/7 client attraction tool that works while you're focused on what matters most: helping your clients heal and grow.

Ready to optimize your Psychology Today profile for better client attraction? If you'd like support improving your profile or developing a comprehensive marketing strategy for your practice, Garrett Digital works with therapists and group practices to attract more of the right clients and grow sustainably. Reach out to discuss your specific situation.

Sources:

• Psychology Today Platform Statistics – Monthly visitor data and platform reach

• National Center for Health Statistics, Mental Health Treatment Patterns – Consumer search behavior for mental health services

You know the drill if you're running a private pay practice, whether you're a psychotherapist, speech therapist, OT, PT, massage therapist, or another wellness pro. Especially in private pay, income can feel like a rollercoaster – some months are great, others are worryingly slow. Trying to predict your revenue, manage cancellations, and ensure clients stick around long enough to make real progress can be stressful.

Could a subscription model help? Maybe. It's an idea gaining traction, offering potential benefits like smoother income and better client consistency. But, and this is a big but, it's not a simple switch. It primarily works for private pay settings and requires careful thought, especially around ethics and regulations.

Let's unpack this model, who it might work for, how to set it up thoughtfully, and the crucial ethical guardrails you need in place.

Why Even Think About a Subscription Model?

Switching from pay-per-session isn't a decision to take lightly. So, what are the potential upsides that make therapists consider it?

Smoother Income You Can (Maybe) Count On: This is often the biggest draw. Instead of income varying wildly based on the number of sessions each week, a subscription model means clients pay a set fee each month.

• The Appeal: Knowing roughly what income to expect makes budgeting for rent, expenses, and your own salary much less stressful. It can help break that "feast or famine" cycle many private practitioners experience. Imagine knowing you have $X coming in reliably on the 1st of the month – that peace of mind is valuable!

Helping Clients Stay Consistent (and Get Better Results): We know that consistency is key for progress, whether it's in psychotherapy, speech therapy drills, or regular bodywork. When clients pre-commit to a certain number of sessions per month, they often treat those appointments with more priority.

• The Idea: Reduced drop-offs and more regular attendance can lead to better outcomes. Clients might feel more invested and motivated knowing they've planned for this regular self-care or therapeutic work. Maria, an SLP running a private pay practice, shared on a forum that she noticed her subscription families were more consistent with home practice, likely because the monthly commitment kept therapy top-of-mind.

Making Regular Care More Accessible & Predictable (for Private Pay Clients): For clients paying out-of-pocket, budgeting for therapy can be tough. A fixed monthly fee can feel more manageable than facing a larger per-session cost several times a month.

• The Benefit: It removes the "ouch" factor of paying after each session and makes the cost predictable. This can sometimes make ongoing care feel more accessible to clients who value your services but struggle with fluctuating expenses, especially when navigating care outside of insurance networks.

Okay, But Is This Actually Right for My Practice?

Before you get excited, let's be realistic. This model isn't a fit for everyone.

• Primarily for Private Pay: This is the most critical point. Insurance companies typically reimburse based on specific CPT codes for services rendered (i.e., per session). They don't usually pay for monthly subscriptions. So, this model really only works if you have a significant private pay caseload or are fully private pay.

Best Suited for Ongoing Work: It tends to fit well for:

• Regular psychotherapy (weekly, bi-weekly).

• Maintenance phases of therapy.

• Ongoing skill-building (like articulation therapy for SLPs, regular OT sessions).

• Consistent bodywork (massage therapy memberships are already common).

• Wellness programs or coaching adjacent to therapy (with clear boundaries – more on this later).

• Less Ideal For: Very short-term work, assessment-heavy services where frequency varies greatly, or practices heavily reliant on insurance.

Designing Your Subscription Plan

If you think this might work for your private pay practice, how do you design a plan? Don't just copy someone else – tailor it.

• Start with Your Goals & Client Needs: What are you trying to achieve? More consistent income? Better client retention in maintenance phases? What do your clients need and use? Do most see you weekly or bi-weekly? Surveying your current private pay clients (confidentially!) about their preferences can provide valuable insight.

Offer Clear, Simple Tiers: Avoid overly complex options. Provide a few distinct tiers with specific inclusions. Examples:

Psychotherapist Example:

• Tier 1 (Maintenance): 2 x 50-min sessions per month. Price: $X

• Tier 2 (Standard): 4 x 50-min sessions per month. Price: $Y (maybe a slight discount from 4x single session price)

• Tier 3 (Enhanced Support): 4 x 50-min sessions + 1 x 15-min phone check-in per month. Price: $Z

Speech Therapist Example:

• Tier 1 (Weekly Tune-Up): 4 x 30-min sessions per month + access to online practice portal. Price: $X

• Tier 2 (Consistent Progress): 4 x 45-min sessions per month + portal access + 1 x 15-min monthly parent/client check-in call. Price: $Y

Massage Therapist Example: (Often already membership-based)

• Wellness Basic: 1 x 60-minute massage per month. Price: $X

• Wellness Plus: 2 x 60-minute massages per month. Price: $Y

OT/PT Example:

• Functional Support: 4 x 45-min sessions per month + customized home exercise plan updates via secure portal. Price: $X

• Price it Right (Value Your Expertise!): Calculate your true cost per session hour, including rent, notes, insurance, CEUs, etc. Your subscription tiers should reflect the value you provide. Offering a small discount (think 5-10%) on higher tiers can incentivize commitment, but don't drastically undercut your standard rate or devalue your professional time.

• Build in Flexibility: Life happens. Allow clients to switch tiers (e.g., move from weekly to bi-weekly) with reasonable notice, according to your policy. This builds goodwill.

Putting It Into Practice: Step-by-Step

Ready to try it? Slow down and be methodical.

• Step 1: Reality Check & Rule Check: Is your client base mostly private pay? Are you comfortable setting up and managing recurring billing technology? Most importantly: What does your specific state licensing board say about accepting pre-payment for services? Rules vary significantly by state and profession. Do not skip this step. Call your board or consult with a healthcare attorney familiar with your state's regulations.

Step 2: Define Everything Clearly (Your Subscription Agreement): This needs to be ironclad. Draft a separate subscription agreement (distinct from your standard informed consent for therapy) that clearly outlines:

• What exactly is included in each tier (number/length of sessions, type of check-ins, other services).

• The monthly fee and the specific billing date.

• Your cancellation policy for the subscription itself (e.g., 30 days notice).

• Your policy for individual session cancellations within the subscription (e.g., 24-hour notice still required to avoid forfeiting that session for the month).

• How unused sessions are handled (Do they roll over for one month? Do they expire at the end of the month? Be explicit!).

• How clients can change tiers or cancel the subscription.

• A clear statement that this agreement is for services not covered by or billed to insurance.

• Get this agreement reviewed by a lawyer familiar with healthcare and contract law in your state.

Step 3: Get the Tech Sorted: You need a reliable way to handle recurring payments securely (PCI compliance is a must). Options include:

• Some EHRs/Practice Management Systems (like SimplePractice, Theranest, Jane App – check their specific features for recurring payments/subscriptions).

• Dedicated payment processors (Stripe, Square) that offer subscription billing.

• Set up automated billing and receipts. Test the system thoroughly!

• Step 4: Talk to Your Clients (Be Transparent, Not Pushy): Introduce the option. Explain the benefits for them (predictable cost, encourages consistency). Have a clear comparison sheet showing subscription vs. pay-per-session. Answer their questions honestly. Never pressure clients into a subscription. It should feel like a helpful option, not an obligation. Consider offering it to existing, consistent private pay clients who already understand your work's value.

• Step 5: Consider a Pilot Program: First, roll out the subscription option to a small, select group of clients. Offer an introductory rate for the pilot period only in exchange for detailed feedback. Use their input to tweak the tiers, policies, and communication before offering it more broadly.

Ethical Considerations

This is the most critical part. Implementing subscriptions improperly can lead to serious ethical and legal trouble.

• Clarity of Service: Therapy vs. Wellness: Be extremely clear about what the subscription covers. Clearly define if it includes services beyond traditional therapy sessions (like email check-ins, resource libraries, and group calls). Are they considered part of therapy (requiring documentation, falling under your license), or are they separate wellness/coaching services? Avoid blurring these lines. Offering non-therapy perks (like unrelated discounts or gifts) can create problematic dual relationships.

• Informed Consent is Paramount: Clients MUST fully understand the recurring payments, what they get, what happens if they miss sessions, how to cancel the subscription, and the difference from session cancellation policies. Ensure this is documented in the signed subscription agreement.

• Client Welfare Comes First: The model must support clinical needs. Can a client easily cancel the subscription and terminate services if they no longer find them clinically appropriate or want to stop? The process should be straightforward. Subscriptions should never "lock" a client into unnecessary services.

• State Board Regulations are King: We mentioned it before, but it bears repeating: Check your specific state licensing board's rules and regulations regarding fee structures, pre-payment for services, advertising, and potentially telehealth. These rules differ significantly and are the ultimate authority. What's permissible in one state or for one profession might not be in another. Ignorance isn't a defense.

• No Guarantees: Never imply that subscribing guarantees specific results or outcomes. Therapy progress is individual.

Therapist Buzz: Online forums often show therapists grappling with these ethical questions. Concerns frequently arise about ensuring the model doesn't inadvertently pressure clients or create confusion about the nature of the service (therapy vs. support). Successful implementations almost always emphasize extreme clarity in agreements and client communication.

Potential Hiccups & How to Plan for Them

Even with careful planning, things can come up.

• Managing Utilization & No-Shows: What happens if a client on a 4-session plan consistently misses or late-cancels sessions? Your subscription agreement must clearly state the policy (e.g., "Included sessions must be used within the calendar month," "A minimum of 24 hours' notice is required to reschedule a session, otherwise the session is forfeited for that month"). Be prepared to enforce your policies gently.

• Keeping it Profitable: If you offer discounts, regularly review your numbers. Are your costs covered? Is the model sustainable? Don't be afraid to adjust pricing annually (with ample notice to existing subscribers) to reflect your value and expenses.

• Explaining it Clearly: Some clients might be confused by subscriptions for therapy. Have a clear FAQ page on your website. Be prepared to explain it verbally. A brief trial period (maybe one month at a standard rate before committing) could help hesitant clients see the value.

Is This Model Right for Your Practice's Growth?

A subscription model can be a path towards more predictable income and consistent client engagement for some private-pay practices (therapists, SLPs, OTs, PTs, MTs, and others). It offers a potential way to make ongoing private-pay care more accessible and budget-friendly for clients.

However, it's not a plug-and-play solution. It demands careful planning, robust technology, crystal-clear communication, and unwavering attention to ethical guidelines and state regulations. Start small, prioritize transparency, get legal advice on your agreement, and always put your clients' welfare first.

Thinking About New Ways to Grow Your Practice?

Exploring different business models, like subscriptions, requires careful thought, as does attracting the right private-pay clients who value your expertise. At Garrett Digital, we help therapists and wellness professionals build a strong online presence that attracts their ideal clients and supports sustainable practice growth, whether they're solo or building a group. We focus on making you visible so you can focus on providing excellent care.

Want to explore strategies to grow your practice? Contact Garrett Digital today for a free consultation.