I hope you don’t hate me for saying this, but when a therapist tells me their Psychology Today profile isn’t converting and they are convinced it must be because of the algorithm, almost every time I can click on their profile and figure out the problem within two to three minutes.

Yes, algorithms shift, and directories like Psychology Today or Mental Health Match do change over time. But more often than not, when a profile isn’t getting client calls, it’s not because of the algorithm. It’s because of the way the profile is written or presented.

If you’re starting a private practice as a therapist or trying to grow your caseload, your Psychology Today profile is one of the most important tools you have. So today, I want to walk you through three simple but powerful changes you can make to your therapist directory listing that will help you stand out and actually get clients to pick up the phone.

1. Lead with emotion, not credentials

Hand-drawn emoticons on a sticky note - The Private Practice Pro

One of the biggest mistakes I see in therapist profiles is starting with a long list of training and certifications. It usually looks like this:

“I’m Kelley. I’m trained in CBT, trauma-informed care, and EMDR. I would love to help you as you overcome some of the struggles in your life.”

That sentence is fine on the surface, but it doesn’t connect with the reader. You have to remember that when people are scrolling through Psychology Today, they are probably experiencing pain or tension in their lives. Credentials alone don’t stop the scroll, but emotion does.

Instead, open with something that speaks directly to your ideal client’s lived experience. For example:

“You’re a college student who has been holding it together for everyone else, but inside you feel like you are barely making it.”

That is specific, emotional, and relatable. It instantly helps someone feel seen. This is one of the simplest ways to make your therapy profile stand out and turn a quick glance into a phone call.

2. Choose a headshot that says “I’m here for you”

Your photo is one of the first things people notice, and it communicates more than you might think. A lot of therapists use their LinkedIn headshot on Psychology Today. You know the ones, polished, professional, and great for a job interview. But that’s not what someone in emotional distress is looking for.

The goal is not to look corporate. The goal is to look approachable, safe, and ready to listen.

When I updated my own therapist directory listing, I used two different photos from the same day. In one, I looked polished and businesslike. In the other, I looked open and warm. Just that small difference changed the way clients responded.

Your clients are scrolling in a vulnerable moment. Choose a headshot that says, “I’m here for you.”

3. Get specific about who you help

A person extending a hand to another person to help - The Private Practice Pro

I know you’ve heard “niche down” before, but it matters even more when you are writing a Psychology Today profile that converts.

Here’s a typical vague line:

“I treat anxiety, depression, and life transitions.”

That could be anyone, and it doesn’t speak directly to the person reading. Instead, try:

“You have a teenage daughter who is high-achieving, smart, and driven, and for the last few months she just hasn’t seemed like herself. I’m here to help.”

That is specific, emotional, and paints a picture of your ideal client. It tells the parent reading your profile that you understand their world and that you specialize in helping people like them. Copy and paste this thought process for whoever your demographic is.

When I work on therapist marketing strategies with clients, I always take a minute to picture the person who might be reading the profile. What are they going through? What might they be typing into Google at 2am? Writing from that perspective makes your profile resonate more deeply and helps you get therapy clients from Psychology Today.

Final Thoughts

When it comes to Psychology Today or any therapist directory, the details matter. The words you choose, the image you use, and the specificity of your niche all play a role in whether someone feels, “This is the therapist I want to call.”

If you’re ready to go deeper, I put together a comprehensive guide to writing a Psychology Today profile with examples, sentence breakdowns, and strategies you can apply right now.