This article is part of our Therapy Practice Marketing Guide: how clients find a therapist, how to market ethically and privately, and how to choose the right help. Want to know where your practice's site stands? Get a free 20–30 page website audit within 24 hours.
A good 90-day marketing plan for a therapy practice does three things in order: it fixes the foundations, it makes you easy to find locally, and then it adds content and measurement. Most practices try to do everything at once and finish nothing. This plan gives you one or two focused tasks a week.
It assumes you have a website and a few hours a week, or someone helping you. If you're starting from zero, read our Therapy Practice Marketing Guide first, then come back.
This is marketing guidance, not legal or compliance advice. Where privacy or ethics rules apply, confirm details with your compliance counsel or licensing board.
Key Takeaways
- Spend the first two weeks on accuracy and privacy: credentials, fees, crisis information and where client data goes.
- Weeks three and four are for your Google Business Profile and directory listings, which often drive the first inquiries.
- Weeks five to eight build or improve the pages that convert: specialties, About, fees and contact.
- Weeks nine to eleven add reach: one useful article a week, ethical review requests and referral outreach.
- Finish by measuring inquiries and consults by source, without sending client details into analytics.
Before you start: set one goal
Pick a single, measurable goal for the 90 days. Examples: "More inquiries from people who fit my couples specialty" or "Fill four open self-pay slots." Write down how many inquiries you get now, and from where. That's your baseline.
Also decide how many new clients you can actually take. Marketing that brings in more inquiries than you can answer only creates a waitlist.
Weeks 1-2: foundations
Week 1: accuracy check
- Check every credential, license number and state on your site against your license.
- Confirm your fees, insurance list and cancellation policy are current.
- Add or check your crisis notice. The 988 Lifeline says 988 is available 24/7/365 by call, text or chat.
- If you see self-pay clients, check how you handle the Good Faith Estimate. CMS's consumer guide says that, usually, people not using insurance must get an estimate if they request one or schedule at least 3 business days ahead.
Week 2: privacy check
- List every tool on your site: forms, booking, chat, analytics and pixels.
- Confirm each tool that sees client data has a signed BAA. Our HIPAA checklist for marketing vendors walks through this.
- Remove Google Analytics from booking and login pages. Google's help page says it doesn't offer a BAA for Analytics.
- Turn off ad pixels you aren't actively using. HHS's tracking guidance still covers booking tools and login pages, even after a June 2024 court ruling vacated part of it.
Weeks 3-4: Google profile and directories
Week 3: Google Business Profile
- Claim or check your profile. Google's Business Profile guidelines say to use your real-world business name and actual location, and that virtual offices aren't eligible.
- If you work from home, you may be able to hide your address as a service-area business, per the same guidelines.
- Choose the most specific primary category and add a short, accurate description.
- Add real photos of your office or yourself.
Our Google Business Profile guide for therapists covers home offices and telehealth-only practices.
Week 4: directories
- Update your Psychology Today profile and any other directories you use, so name, phone and website match your Google profile.
- Link each profile to your website.
- Remove or fix old listings with outdated addresses or phone numbers.
Weeks 5-8: the pages that convert
Week 5: homepage and contact
- Make the first screen answer three questions: who you help, where (and by telehealth, which states), and how to start.
- Put a clear "Book a consult" or "Contact" button above the fold on mobile.
- Keep the contact form short and add a note asking people not to share clinical details.
Week 6: specialty pages
Write or improve one page for each main specialty. Each page should cover who it's for, what sessions look like, your training in that approach, and how to start. Avoid promising outcomes. Our guide to specialty pages for therapists has a page outline.
Week 7: About and fees pages
- Rewrite your About page in your own voice, with your credentials and approach.
- Make your fees page plain: session fees or how fees are shared, insurance, superbills, and the Good Faith Estimate note.
Week 8: speed, mobile and accessibility
- Test every key page on a phone.
- Check that the site works with a keyboard alone, and that images have alt text.
- Fix anything slow or broken.
Weeks 9-11: reach
Week 9: one useful article
Write one article that answers a question your clients often ask before their first session. Link it to the matching specialty page. One solid article beats four thin ones.
Week 10: reviews, ethically
Rules on reviews depend on your license. For psychologists, APA Ethics Code Standard 5.05 says psychologists do not solicit testimonials from current therapy clients. Check your own code before you ask anyone. Our guide to therapist reviews and testimonials covers the options.
Never reply to a review in a way that confirms someone is a client.
Week 11: referral outreach
- Make a list of 10 local referral sources: physicians, schools, other therapists, clergy, attorneys.
- Send each a short note about who you help and how to refer.
- Add a simple "For professionals" section to your site if referrals matter to you.
If you're thinking about paid ads, wait until your pages are ready. Google's healthcare and medicines ads policy restricts some services, such as addiction treatment, which needs LegitScript and Google certification in the US.
Weeks 12-13: measure and decide
Week 12: count what matters
Track a few numbers by source (Google, Psychology Today, referrals, other):
| Metric | Where it comes from |
|---|---|
| Inquiries | Form submissions and calls |
| Consults booked | Your scheduler or EHR |
| New clients started | Your EHR |
| Google profile actions | Business Profile performance |
Count events, not contents. Analytics should record that a form was sent, not what it said. Our therapy practice marketing KPIs guide goes further.
Week 13: plan the next 90 days
Compare your numbers with your baseline. Keep what brought inquiries. Drop what didn't. Choose one new focus for the next quarter.
Next step
If you'd rather not run this plan alone, compare doing it yourself with hiring help in doing your own marketing vs hiring an agency. eSEOspace runs marketing for therapy practices, or you can book a discovery call to talk it through.
Frequently asked questions
How many hours a week does this plan take?
Most weeks take a few hours if your website is easy to edit. Weeks 5 to 7 take longer because they involve writing. If you have help, your part is mostly reviewing and approving.
Will I see more inquiries within 90 days?
Many practices see changes from Google Business Profile and directory fixes fairly soon, but there's no promise. Search visibility for new pages often takes longer. Use week 12 to check what's working and adjust.
Should I start with Google Ads instead?
Ads can bring inquiries faster, but they cost money every month and send people to your pages. If those pages aren't clear, you pay for clicks that don't convert. Fix the foundations first.
Do I need to blog every week?
No. One useful article a month that answers real client questions is a solid pace for a solo practice. Quality and accuracy matter more than volume.
What if I'm full and have a waitlist?
Then shift the plan toward the clients you most want to see and the fees you want to charge. You might focus on a single specialty or on self-pay clients. Marketing can shape who contacts you, not just how many.
What if I fall behind on the plan?
Skip ahead rather than stopping. The order matters most in the first four weeks, because accuracy, privacy and your Google profile come first. After that, you can move tasks around to fit your schedule. A late plan that gets finished beats a perfect plan that stalls.
