Beyond Expectations: A Transformative Approach to Motherhood
Join host Kelley Stevens in this episode of the Private Practice Pro as she celebrates strength and authenticity in motherhood with licensed therapist Erin Spahr. Tune in to hear Erin’s empowering journey, from overcoming burnout to helping mothers liberate themselves from societal pressures. This episode is a testament to the transformative power of authenticity, reminding us to embrace our true selves and inspire others along the way. This conversation is valuable for those interested in the realities of building a private practice while balancing motherhood.
Don’t miss this inspiring conversation that celebrates the strength, resilience, and authenticity of motherhood! In the upcoming episode of The Private Practice Pro Podcast, we meet Erin Spahr, a licensed therapist on a mission to empower mothers navigating the complex transition to motherhood. Erin’s approach is unique; she views motherhood through a feminist lens, helping mothers liberate themselves from oppressive societal expectations while fostering self-compassion. With a blend of personal experience and professional expertise, her story is empowering and deeply relatable. Erin’s story highlights how therapists can find success in teen therapy and motherhood while navigating their own mental health journeys. Her evolution—from burnout in community mental health to launching a private therapy practice—offers insight into starting a therapy practice grounded in purpose.
Erin reveals her journey from experiencing burnout in community mental health, transitioning to group practice, and finally starting her own private practice during the upheaval of the 2020 pandemic era. Her experience is a useful roadmap for those wondering how to start a private therapy practice. Through insightful discussions, Erin explores topics like handling online trolls, the dynamics of influencers sharing their children on social media, and the challenges of balancing motherhood, entrepreneurship, and therapy. She also delves into her vision of empowering mothers to break free from societal pressures.
This episode reminds us all that authenticity is not just a choice; it’s a transformative force that can change lives. Remember, in embracing our true selves, we inspire others to do the same.
Erin is a licensed therapist in private practice located outside of Raleigh, North Carolina. She specializes in helping mothers navigate the complex transition to motherhood. Erin uses a feminist lens in her work with mothers and strives to help mothers free themselves from oppressive societal expectations and find more self-compassion. She is married and is a mother of 2 boys, ages 10 and 5.
Website: erinspahrtherapy.com
IG: @therapylux
Email: erin@erinspahrtherapy.com
Building a Thriving Private Therapy Practice
In today’s fast-paced and increasingly digital world, therapists looking to start or grow their private therapy practice are presented with both challenges and exciting new opportunities. From navigating ethical dilemmas in online marketing to building a brand that truly resonates with your ideal clients, success in private practice requires more than just clinical expertise. Whether you're transitioning from agency work or launching straight into solo therapy practice, this blog will help guide you through the essentials of building and marketing a modern, cash-pay private practice—with insights from the real-world journey of therapist and content creator, Aon Bar, also known as The Feminist Mom Therapist.
Starting Your Private Practice: From Agency to Autonomy
Many therapists begin their careers in structured environments like community mental health centers or group practices. Aon Bar, who previously worked at a teaching hospital in Baltimore, eventually transitioned to private practice during the pandemic. Like many, she faced burnout and sought more flexibility, a better work-life balance, and greater autonomy—core motivators for therapists starting a private therapy practice.
Starting a private practice doesn't require massive upfront costs, especially when embracing a virtual-first model. With telehealth now widely accepted, therapists can launch their practice with just a quiet space, a computer, and a HIPAA-compliant platform like Simple Practice. This approach is especially valuable for cash-pay therapy practices, which rely less on insurance networks and more on direct client relationships.
Choosing a Niche: Success in Solo Therapy Practice
If you're wondering how to grow your private practice, niching down is key. Aon's decision to focus on mothers—particularly through a feminist lens—made her stand out. Her brand, The Feminist Mom Therapist, speaks directly to a well-defined audience. By identifying your passion and aligning it with client needs, you’ll attract clients who are a strong fit and more likely to stay engaged in therapy.
Think about your areas of expertise and who you feel most passionate about serving. Are you building a teen therapy practice, a group therapy practice, or focusing on out-of-network therapy? When you clarify your niche, you make your private therapy practice easier to market—and more rewarding.
Building Your Brand: Online Marketing for Therapists
One of the most effective ways to market your private practice is through authentic, values-based online content. Aon used Instagram to build her brand, creating content that educates, validates, and connects. Although the thought of self-disclosure might feel daunting (especially after being taught to be a “blank slate”), strategic self-disclosure in marketing can help potential clients feel seen and safe.
Use platforms like Instagram, Facebook, or even a blog to show who you are and how you help. The key is consistency and clarity. If you specialize in out-of-network therapy practice, help your audience understand what that means and how it benefits them. If you offer sliding scale therapy fees, make sure your policies are easy to find and understand.
Online marketing for therapists isn’t about going viral—it’s about creating genuine connections. Even Aon mentioned that while she’s had viral posts, the real growth came from clear messaging and targeting the right people.
Practical Tools for Your Therapy Practice
Running a successful private practice also means having the right tools. From SOAP notes to scheduling and billing software, the backend of your practice matters as much as your clinical work.
Here are some therapist-approved tools and strategies:
Use an all-in-one platform like Simple Practice or TherapyNotes for scheduling, notes, and billing.
Keep clear, concise SOAP notes to track client progress and maintain compliance.
Automate intake forms, payments, and reminders to reduce administrative load.
Build a roadmap for clients so they understand their therapeutic journey.
These private practice tools for therapists will free up your time, allowing you to focus on client care—and your life outside the office.
Marketing Ideas for Therapists: Ethical & Effective Strategies
Therapists often struggle with the idea of “marketing.” However, if you’re in private practice, especially private-pay therapy, marketing is essential. But ethical marketing doesn’t have to feel icky. It can be therapist-approved and client-focused.
Here are some marketing ideas for therapists:
Offer a free guide or lead magnet (e.g., “3 Things Every Mom Wishes Her Partner Knew About Parenthood”) to grow your email list.
Run Zoom workshops on mental health topics you specialize in—this helps generate income and authority without committing to a full course.
Join directories like Psychology Today and Postpartum Support International to connect with clients actively looking for your services.
Create a blog and use SEO keywords like starting a therapy practice, therapy office setup, and marketing therapy private practice to drive organic traffic.
Focus on strategies that reflect your personality, values, and ideal client base. A warm handoff or word-of-mouth from another therapist is still gold—but these marketing strategies help boost your visibility and create multiple referral streams.
Embracing the Cash-Pay Model & Sliding Scale
One of the biggest decisions when you start your private practice is whether to go in-network or out-of-network. More and more therapists are embracing the cash-pay therapy model, allowing for more control over fees, fewer billing headaches, and stronger financial sustainability.
To maintain access and equity, many therapists offer sliding scale therapy fees for a portion of their caseload. It’s a balance between running a business and staying committed to mental health accessibility. Be clear about your policies on your website and intake materials.
Expanding Beyond the Therapy Room: Monetization & More
Many therapists are exploring diverse income streams to avoid burnout and reach more people. Aon shared her interest in creating a book for dads to better support moms, and she’s considered courses or a podcast to expand her brand.
If you're looking to grow your practice beyond 1:1 sessions, consider:
Hosting paid workshops or webinars.
Creating downloadable guides or ebooks.
Starting a subscription-based content channel (e.g., Instagram subscriptions or Patreon).
Offering consultation or supervision for other therapists.
Before launching large products, test ideas with smaller projects. Run a low-cost workshop, gather feedback, and refine before building out a full program. This aligns with sustainable therapy marketing practices while minimizing risk.
Creating a Practice That Fits Your Life
A huge draw of private practice is flexibility. Aon structures her week around her children’s school schedule, avoids client sessions on Fridays, and builds in time for rest and creativity. Her schedule honors her family life and her clients' needs—a great example of living the balance many therapists strive for.
Whether you're a parent, a recent grad, or someone shifting careers, designing your private practice roadmap around your lifestyle is crucial. And with virtual sessions now the norm, the opportunities for alignment and autonomy are greater than ever.
Final Thoughts: Redefining Success in Private Practice
There is no one-size-fits-all when it comes to building a private practice. The most successful therapists today are those who embrace authenticity, create scalable systems, market with intention, and balance their professional goals with personal values.
So if you’re dreaming of a solo therapy practice, transitioning into online therapy, or rethinking your current strategy—know that it’s absolutely possible to create a career that’s flexible, profitable, and meaningful.
As Aon beautifully puts it: “You can be on social media, talk about politics, share your values, and still have a successful therapy career.”