July 8, 2025 • 37 mins
If marketing your practice feels like throwing spaghetti at the wall—and you’re not sure what’s actually working—you’re not alone. In this episode, I walk you through how to stop relying on vague feelings (like “it’s been quiet lately”) and start making confident, evidence-based decisions about your private practice.
We’re talking about measuring success in a way that feels both grounded and empowering—no mega spreadsheets required. You’ll learn how to track what really matters, celebrate small but meaningful wins, and set process-driven goals that create actual momentum—not just pressure to perform. Whether your caseload is full or you’re building from the ground up, this episode will help you step into your role as the CEO of your practice.
Here’s what you’ll learn in this episode:
1️⃣ Why therapists often track the wrong things—or nothing at all—and how that creates burnout, self-doubt, and marketing confusion
2️⃣ The essential metrics that actually tell you whether your marketing is working (hint: it’s not just about getting more clients!)
3️⃣ How to set process-based goals that build real momentum—without tying your worth to outcomes you can’t control
Resources & Links Mentioned:
- The Walker Strategy Co website: walkerstrategyco.com
- Confident Copy: walkerstrategyco.com/cc
- PsychToday Success Pack: walkerstrategyco.com/ptsp
Connect + Subscribe
Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice. Explore more marketing support for therapists: The Walker Strategy Co website: walkerstrategyco.com
About Marketing Therapy
Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by Anna Walker—marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Anna Walker (00:00):
Hey.
(00:00):
Hey, welcome back toMarketing Therapy, episode 14.
Today's episode is one that honestly,I think we all need from time to time,
especially if you're in one of thoseseasons where you feel like things
are slow, or maybe you're not makingas much progress as you should be.
(00:20):
Maybe you're busy shouldingyourself, as I'm sure you find
your clients doing sometimes too.
One thing I've seen again and again in mywork with thousands of therapists now is
when we're not clear on what to measure,we default to really vague feelings.
(00:42):
And this isn't actually somethingI've only seen in the therapists
it's something I see in myself too.
It's been quiet.
It doesn't feel like this is working.
I probably need to do more.
And these feelings, they'rereal, they're valid, but they
don't really get us anywhere.
(01:04):
When instead, you do know whatto measure, you don't have
to default to those feelings.
You have a level of clarity anddirection about whether you are
building momentum or simply spinningyour reels if those feelings are real.
Or quite frankly, if they're not.
So that's what we're gonna be talkingabout today, not in a mega spreadsheet
(01:27):
and obsess over it kind of way, andalso not in a woowoo manifest it
and it will come kind of way either.
We are gonna talk aboutwhat's worth celebrating.
This isn't gonna be all numbers anddata and spreadsheets, but I wanna
give you a really practical lensfor how to measure your progress in
private practice the way a CEO would.
(01:50):
Because you are the CEO of your practice,and the sooner you step into that role,
the sooner you can get rid of those vaguefeelings and actually make decisions
about your practice and view your practicefrom a more sustainable and safe and way.
(02:11):
Because marketing takes effort.
No doubt about it.
It takes time.
And because of that, it almost nevergives you immediate feedback, which is one
of the most frustrating parts about it.
So if all you're doing ismeasuring outcomes, did I
get a new client this week?
Or is my caseload full?
Yet?
You're missing all of the othersignals, the leading indicators that
(02:36):
actually show you your marketing isworking and you should keep going.
This is what I help myclients and students do.
Is look at real data, real numbers.
What's it actually showing us?
Where's the evidence?
Not just to feel better, but also to makesmarter decisions about their practices.
(02:59):
So if you're in that in-between spaceright now, where things are moving and
you're doing things, but they're notquite landing, or maybe you're just
ready to be more intentional aboutyour growth and about your success.
This episode will be reallyhelpful for you Today we're
gonna do a couple of things.
We're gonna talk about what metricsactually matter for therapists.
(03:22):
Some do, some don't.
We're gonna talk about settinggoals that actually create momentum,
not just pressure to perform.
There is a difference, and how to startthinking about your business like a
strategic and clear-eyed practice owner.
Okay, let's get into it.
I wanna start with where mosttherapists are when it comes to
(03:45):
tracking progress in their marketing.
And if I had to sum that up into onesentence, they are usually tracking
the wrong things or nothing at all.
And quite frankly, neither ofthose sets you up to grow with
confidence over the long term.
Let's talk about that first group.
The therapists who aretracking absolutely nothing.
(04:07):
This is so common, especially if you'renot super numbers driven by nature.
I personally love a spreadsheet.
Not everyone does.
You probably know whether you're gettingnew clients or not, and you probably know
whether your caseload feels full enough.
But beyond that, there's nodata, there's no systems.
(04:28):
And so those therapists end uprelying on those vague feelings.
Again, it feels quiet this month.
I don't think my PsychologyToday profile is working.
It seems like networking isn't bringingin any clients, but those feelings
are often based on the mood you're in.
The last conversation you had, whetheryou got a new inquiry this week or
(04:49):
not, and I say this with all the lovein my heart, feelings aren't strategy.
What you feel is happening in yourmarketing is almost never the full story.
Sometimes it's flat out wrong.
I've had therapists tell me theirwebsite, quote unquote, isn't working,
(05:10):
and when we pulled their data, wesaw that their site traffic had
actually doubled in the last 60 days.
The real problem was that they weren'ttracking where their inquiries were
coming from, so they actually had noidea that their site was doing its job.
When you don't track, you end up relyingon gut instinct and gut instinct.
In marketing, especially if you'refeeling a little stressed or your
(05:32):
caseload isn't where you want, it isalmost always going to lean negative.
Your brain will say, it's not working.
Do more.
It's not working.
Try something else.
And that is how you endup spinning your wheels.
You might post on Instagramfive times this week.
Not because that's actually a goodstrategy for you, but because you're
(05:54):
trying to feel better about yourprogress, you might start rewriting
your entire website, not becausethe data says it's not working, but
because you're uncomfortable waitingfor your current strategy to land.
So tracking nothing leads todecisions based on emotion, not
(06:16):
evidence, and that is a dangerous.
Space to be in, especiallyover the long term.
But then let's look at the other extreme.
Tracking everything without actuallyknowing what it means, without
knowing how to analyze that data.
This happens a lot.
You might have Google Analyticsconnected, or you have your kinda your
(06:37):
Squarespace or your Wix dashboard openand you see numbers like site sessions
or bounce rate or traffic sources.
But the question in yourhead is always, is that good?
Is that bad?
Should it be higher?
Should I panic?
I read that my bounce rateshould be 10% and minus 60.
I actually talked to a clinician who saidthat last week, should I just keep going?
(07:01):
What do I do with all this information?
And because no one ever explainedwhat those numbers actually tell
you, you do one of two things.
You either ignore them.
Or you hyperfocus on random oneswithout really understanding the story.
I've seen many people post in ourget booked out Facebook community
saying my bounce rate is reallyhigh and I can't figure out why.
(07:25):
And the bounce rate is a good numberto track, but often if I were to
actually sit down with that clinicianis not the most important thing to
be looking at, and certainly notsomething to be obsessing over.
You might notice that your site trafficwent down this week and immediately start
to spiral when in fact fluctuations areso normal and you're not looking at a
(07:46):
big enough window of time to actuallyget a meaningful analysis there.
Or you might see that Instagramgot you five site clicks.
And you think, oh, okay, okay,I'll post more on Instagram.
But those five clicks probably aren'tmoving the needle in your practice.
(08:06):
But you don't know that because you'renot looking at the right benchmarks.
Can you see what's happening here?
So you have thisinformation in front of you.
It's not that you're burying your headin the sand when it comes to the data,
but you don't know what to do with whatyou see this kind of over tracking.
Often leads to what I callcomfort zone marketing.
(08:27):
Doubling down on things that feelproductive, that give you that little
dopamine, hit the social post, orchanging the color of your website
buttons because they're easy, evenif they're not driving real results.
This can lead to, in themeantime, ignoring bigger picture
activities, improving your SEO.
(08:51):
Optimizing your site today profile,reaching out to a new networking contact
because those things feel harder andyou can't see the payoff right away.
Like I said, marketing most oftendoesn't give you immediate feedback,
and so that's how you can end up onthis hamster wheel of doing, doing,
doing things that aren't actually movingyou forward because they feel good.
(09:14):
They feel productive.
But when we look at the numbers, theyactually aren't pushing you forward.
Now, I wanna be really clear thatif you find yourself in one of these
traps I've talked about here, notknowing anything about your numbers,
or randomly tracking a couple ofdifferent things, this isn't your fault.
Therapists are not taught what to track.
(09:37):
You probably have never taken a marketingclass or a website analytics course.
That's okay.
And sometimes even the people whoare trying to teach you marketing
sometimes don't explain what thosenumbers actually mean for you.
That's a really big gap.
I see.
It's why so many therapists,either one, abandon their marketing
strategies too soon becausethey think they're not working.
(10:00):
This happens all the time.
Two, they waste time on thingsthat feel busy, but don't actually
move them toward their goals.
Or three, they stay stuck in thiscycle of I should do more without
any sort of clear direction.
The numbers can actually liberateyou from those cycles, but you
(10:22):
don't have to track everything.
I want that to be clear, and todaywe're gonna be talking more about
what you should be looking at.
You don't need to be a numbers nerd,you don't need to love spreadsheets
like I do, but you do need to trackthe right things when you do that.
When you focus on the handful ofmetrics that actually tell you
whether your marketing is working,you can start making decisions from
(10:43):
a place of clarity, not anxiety.
You can say things like, my PsychologyToday profile is getting clicks, but those
clicks aren't turning into inquiries.
Let me focus on tighteningmy profile copy or.
I can see that my website isgetting consistent traffic, but
(11:03):
not enough people are converting.
Maybe I need to revisit the experienceon my website or my caseload feels light
right now, but my revenue is solid.
I'm meeting my take home paygoals, so I don't need to panic.
I just need to stay the coursethose statements are a CEO mindset.
(11:28):
Not about perfection, not aboutwatching every single number like a
hawk, but knowing what you need tomeasure so that you can make smart and
aligned decisions for your practice.
So what should you actually track?
What metrics actually matter?
That's what we're gonna dive into here.
I'm gonna break this down step bystep, both the quantitative, so the
(11:52):
things that you can quantify, numbers.
Data you need to know and the qualitative,the quality signals that tell you
your marketing is starting to click.
Before we get into this list of metrics,I want to zoom out and remind you
again, you are the CEO of your practice.
You don't have to be a fullon data analyst, but if you
(12:15):
want to grow with intention.
If you want to stop second guessingyourself at every turn, then you need to
think like a CEO, and that will start withtracking the right numbers on a regular
basis, not obsessively, but consistently.
So first are those quantitative metrics.
(12:36):
These are the hard numbers.
These are your basicperformance indicators, okay?
The things that you should bechecking monthly to know whether
your marketing is working.
The first is your website traffic.
Your website is hands downbar none in this market.
Your number one marketing tool,it is your marketing engine.
(12:59):
It is what we call your conversion system.
And in order to work it needs visitors.
It needs eyeballs onthat website to convert.
Now, I wish that I could tell you ifyou hit this number of monthly visits
per month, your practice will be full.
Unfortunately, it doesn't work that way.
A good baseline for most solopractices to work toward is at
(13:23):
least 150 to 200 visits per month.
I had a therapist come to me whowas so discouraged in her marketing.
She had spent so much time onher website, and then when we
looked at her analytics, she wasgetting south of 50 visits a month.
We're talking 20, 30 visits amonth, that simply isn't enough
(13:44):
traffic for you to be convertingand generating regular referrals.
So if you're under that baseline,then you don't necessarily
have a conversion problem yet.
We don't necessarily need tobe pouring more time money
or energy into your website.
This is a visibility issue.
(14:05):
And so that can tell you based on thedata that you need to work on getting
found, SEO directories, networking, socialmedia, whatever that might be for you.
The next thing to be trackingare your traffic sources.
How are people actually finding youinside your analytics, whether you are on
(14:26):
Squarespace or Wix or Google Analytics.
You'll see a breakdown of things likesearch traffic, so that's people coming
to you organically through things likeGoogle direct traffic, where they actually
typed in your URL referral traffic.
That's if you were listed on yourlocal business bureau, for instance,
(14:46):
or you guess posted on a friend's blog.
That would be a referral link, soyou were listed on another website.
Then there's social media,if you're active on social
media, Facebook, Instagram.
This data is gonna tell you whichchannels are actually working.
For example, if Instagram is sendingyou four visitors per month, but
(15:07):
Google is sending you 60, that is data.
That's clarity that tells you whereyou should continue investing.
The next hard number to be trackingare your contact form submissions.
Or just number of inquiries, peoplereaching out to you, whether that's
text, email, contact form on yourwebsite, and that one's simple.
(15:30):
How many people are asking you fora consult or a first appointment?
Track that on a monthly basis.
Make sure that you know how manypeople are reaching out to you.
From there, the next number that we'lllook at is called your conversion rate.
So out of all the peoplewho reach out to you.
How many are becoming paying clients?
(15:53):
This is often overlooked, but it doestell us if your website and your consult
process, especially if you offer afree consultation, are doing their job.
If you are getting 10 inquiries amonth, but only converting one or two,
your problem might not be visibility.
That's a sufficient number of inquiries.
It might be a fit or clarity or consultchallenge that we need to address.
(16:19):
So that conversion rate isreally helpful because ultimately
you can reverse engineer.
If you know that you're gonna convert50% of the people that reach out to
you, then the number of clients youneed this month is simply a factor
of how many people reach out to you
today, psych, today's dashboard is alittle bit archaic, but you still can
(16:40):
get some really helpful data there.
If you use our site, today'ssuccess pack, or you are a student
in one of our programs, then youhave access to our data tracker.
But you're gonna get things likeprofile views, clicks to your website,
emails sent, things like that.
And this is ultimately a goldmine of data, especially if
you know how to parse it out.
(17:01):
And most therapists justcompletely ignore it.
So this is where you can identifyreally easy places to improve your
visibility with relatively littleeffort if you're paying attention.
And then the final quantitativemetric I recommend keeping an eye
on is your monthly revenue, yourtake home pay your tax set aside.
(17:24):
The, there's a lot of numbers in there,but I'm including this in a single
category related to your financial health.
So it's not directly tied to marketing.
It's not necessarily a marketing metric,but it is very, very critical context.
You need to know things like,what did I earn this month?
Did I meet my minimum take home needs?
(17:46):
Am I setting asideappropriately for taxes?
Because you could have a month whereclient inquiries, quote unquote, feel a
little slow, but your revenue is fine.
You hit your income goal, you paid yourbills, you're financially secure, and
if you're only tracking the marketingrelated activity and ignoring that
(18:08):
money side, then you might assumesomething's wrong when actually your
business could be doing just fine.
So make sure you don't leavethat part out of the equation.
All right, so those are the hard numbers.
Again, I mentioned website traffic,traffic sources, contact form,
submissions or inquiries, conversionrate, psych today, data, and then
(18:33):
your financial numbers, revenuetake, home pay, things like that.
Now, let's move into qualitative metrics.
These are the soft signalsthat still matter so much.
These aren't necessarily gonnashow up on a dashboard, okay?
We're not gonna be putting theseinto a spreadsheet, but these tell
you if your marketing is working.
(18:54):
These are often the ones thattherapists ignore, but they actually
are some of the most importantindicators of your future success.
Here are a few to consider consultsfeeling easier and more aligned.
If your consult calls are feelingsmoother, more natural, more values
aligned, that is a huge sign.
(19:16):
Your messaging is working.
I just spoke with a confident copygraduate who moved on from the program
in May, and when I talked to her in June,she'd booked six new clients in that
month since we had met most recently.
And she said one of the biggest reasonsshe thinks those clients signed on
is because she felt so much moreconfident in those consult calls.
(19:39):
That aside from those six new clients,those consult calls, feeling easier
is a huge indicator of growth.
It tells you that the right peopleare showing up to those calls, okay?
So you're attracting the right fit people.
They're already somehow or somewhatbought in or sold on you in some way.
(19:59):
And you are resonating with them.
Once you have the opportunity to connectanother qualitative metric that really
matters, hearing things like yoursite spoke to me or your directory
profile jumped off the page, thisis one of the best signals that your
copy and design are doing their job.
(20:22):
This does not happen by luck.
Believe me.
It is the result of intentional strategy,of being clear on your niche of really
emotionally resonant and attuned copy.
So when people say this toyou, write it down, frame it,
remember it, measure it, track it.
(20:45):
Another soft signal is just feelingmore confident, sharing your site,
sharing your profile, talkingabout the way that you work.
If you've gone from, oh my gosh,please don't go to my website,
to here's the link, check it out.
That means something that is growth andthat confidence usually translates to
(21:07):
better referrals, stronger inquiries,more conversions, all the things.
Your level of confidence inputting yourself out there has
a huge bearing on the results.
On the other side of that.
Another one.
Marketing just feels easier.
I'm not saying it becomes effortless,but if you are no longer agonizing
(21:29):
over every single blog post or captionor networking conversation that is
progress, it means you're clearer.
It means your brand and yourvoice are starting to settle in.
It means you are stepping intothat role as business owner.
These are all wins.
Worth celebrating.
(21:50):
Again, not gonna show up on a spreadsheet,but incredibly valuable to your business.
Maybe you've stopped rewriting everythingwhen you're panicking, if you no longer
get super discouraged and start spiralingwhen things slow down, as subtle as that
might be, it is incredibly importantif you can leave your marketing alone.
(22:15):
And be able to trust it inthose times of uncertainty.
That's huge.
And that is also growth.
Can you see what I mean by these softsignals, consults, feeling easier,
people telling you that your sitespoke to them, feeling more confident,
sharing that site, sharing about yourwork, marketing, just feeling easier,
(22:38):
not responding in a hair on fire.
Five alarm situation.
When things slow down, these all matter.
So now we've talked aboutwhat metrics to track.
Now let's talk about whatto do with that data.
Again, we can have a spreadsheetwith a bunch of numbers.
That doesn't mean we knowwhat to do with them, right?
Tracking alone isn't enough.
(22:59):
Because data withoutdirection is just noise.
It's just a lot of numbers.
You have to know how to setgoals that move you forward, both
emotionally and strategically.
And again, I wanna bring thisback to how most therapists are
taught or not taught to set goals.
(23:20):
The default I hear all the time, Iwant a full caseload, or I want to
get five new clients this month.
Or I want to be off insuranceby the end of the year.
Those aren't bad goals by anymeans, but they're outcome goals.
They're vague.
They're kind of arbitrary, andthey're not within your full control.
(23:45):
It's like saying, I want to lose fivepounds without any plan around what
you're gonna do differently to get there.
It's a goal without a system.
So what you need instead, especially ifyou wanna start operating like a CEO,
are what we call process driven goals.
Goals that focus on theinputs, not just the outcomes.
(24:09):
Goals that help you buildmomentum, not just weight around.
Hoping for a client inquiry to land.
I am doing something right nowthat I've never done before.
Folks that graduated from ConfidentCopy after joining in January.
Got a special bonus that I've neveroffered before, called an accountability
group, a marketing accountability group.
(24:29):
So for the next six months, we're comingtogether each month to track their
data and to set goals based on whatthey're learning, to set intentions
to be held accountable and to makeforward progress in their marketing.
And in this group, we're not saying thingslike, go get three new clients this month.
We're saying things like, I'm gonna aimto hit a hundred site visits this month.
(24:53):
Or I'm going to reach out to threenew referral contacts, or I'm going
to publish a new Psychology Todayvideo that I've been putting off.
Or I'm going to write two new blogposts aligned with my specialties.
Can you see how these goals are differentthan getting three new clients this month?
(25:14):
There are goals you can actually act on.
They are measurable.
They're 100% in your control.
It is within your controlwhether or not you reach out
to three new referral contacts.
It is not necessarily within your controlto get three new clients this month.
Do you see the difference?
When done consistently, these thingsare going to lead to the outcomes
(25:35):
that you want, but you've been ableto focus and commit to things that
are actually within your controlwhen you set outcome only goals.
Every single week feelslike a pass or fail.
Either someone reached out or they didn't.
You either booked a new clientor you didn't, and that creates
pressure and inconsistency and aboveall, a whole lot of discouragement.
(26:02):
Have you been there before?
When you set process-based goalsinstead, then you build a rhythm.
You get to say, I did whatI said I do this week.
Even if no one reached outyet, you are laying bricks.
You are creating a foundation.
You are building momentum.
Now, you don't have to hit every singlegoal every single week to see progress.
(26:26):
Of course not.
Life happens, energy fluctuates.
But having a plan, having intentionalactions is what separates the
therapist who slowly drift.
Through their practice, just kindof at the mercy of the ebbs and the
flows from the ones who are actuallybuilding something proactively that
is sustainable in the long term.
(26:49):
Maybe you're sitting here realizingyou've sort of been treating your
business like a side project,reacting and pouring into it.
Only when you have time orenergy, and that's okay.
That's quite normal.
But if you want to different results.
You're gonna have to starttreating your business differently.
Not in a hussy, overworked, grind culturekind of way, but in a very clear and
(27:14):
grounded and strategic kind of way.
If it's helpful, here'sa framework you can use.
One, choose an outcome goal . Okay?
What do you want to see happen?
Maybe you want to increaseyour Google rankings.
Two, choose a metrics thatmetric that you're going to
(27:34):
track to determine if that works.
So maybe that is your trafficto your website from Google.
Three.
Commit to a process driven goal, somethingthat is within your control that you can
do to ultimately reach that goal, andthen four, share that goal with someone.
(27:59):
Studies show you that you are65% more likely to follow through
on a goal if you share it.
That's why I think this confident Copygroup is gonna be especially powerful.
Because there is accountability andcommunity and really gentle support here.
So here's what a CEO goal couldsound like in this scenario.
(28:22):
I want to increase.
My Google rankings.
So that's the outcome goal . So I'm goingto add a new specialty page, write four
blog posts . Those are the process drivengoals, the things that you are committing
to, and then track whether my trafficincreases over the next four months
(28:46):
. That's the metric that we're gonna track.
So we've set a goal.
We've set process driven goalsor intentions, and then a
metrics that's going to tell usdid we get closer to that goal?
That is a smart and strategicand actionable plan.
Not a vague wish for clients, not toa blind guess or a shot in the dark.
(29:08):
It's something you can do andsomething you can evaluate.
Did it work?
The metrics will tellus that is what we want.
The final thing I wanna leave you withhere is what I call A CEO Check-in.
This is something I do in my own business.
Remember, the goal of this episode isempowering you to step into your role as
(29:30):
the leader of your business, not just thetherapist in the chair, but the CEO, the
one with a plan, the one with perspective.
Okay?
Every month I sit down, Ido a really simple exercise
that I call the CEO snapshot.
It's not a full-blown report.
I'm not spending hours in spreadsheets orclicking around into different platforms.
(29:51):
It's a check-in.
Where I ask myself, whatworked this month, what didn't?
What surprised me in a good or a badway, and what am I focused on next?
Sometimes that reflectiontakes me five minutes.
Sometimes I'll journal on it a littlelonger if it was a month where I feel
like I really grew or learned a lot,but it always gives me a little bit of
(30:13):
clarity and it keeps me from gettingcaught in the weeds of, is this working
or do I need to, you know, burn it alldown and work at Starbucks kind of thing.
If something is working, Iknow to double down on it.
If it's not, then I can identifywhere to, I need to make some
small changes 'cause it's likelynot a full overhaul that's needed.
(30:34):
You can do the samething in your practice.
You do not need to be evaluatingyour strategy every single week.
I'll hear from therapiststhat they are opening up their
website analytics every day.
Checking your data toooften can actually hurt you.
Because it really short circuits yourability to gather meaningful data, to zoom
(30:55):
out enough to make CEO level decisions.
So I recommend doing a monthly reviewof your metrics and your goals.
So in addition to the CEOsnapshot, what worked this month,
what didn't, what surprised me?
What am I focused on next?
You can also look at your traffic,your inquiries, your consults and
conversions, your revenue, thosehard numbers we talked about earlier.
(31:18):
And also reflect on how things felt.
Did a consult go moresmoothly than it used to?
Did someone tell you yourwebsite helped them feel hopeful?
Did you feel proud to share yourwebsite link instead of cringing?
Those are not just feel good moments.
They are data just as much as howmany people visited your website or
(31:43):
how many clients you got last month.
And as a CEO, you need tolearn to recognize that
data alongside your numbers.
If you've ever worked with a client intherapy who's trying to make a big change,
you know that progress often starts small.
So look for those signs ofmovement in your own marketing, not
(32:05):
necessarily overnight transformation.
Don't dismiss the soft stuff here, okay?
Don't only look at your bankaccount or your calendar.
Make sure that you are also zooming outand taking that full picture into account.
Then lead your business from that place.
(32:27):
Alright, we talked about a lot today.
If you're still with me,first of all, you're amazing.
I'm so happy you're here.
And second, this is your invitation toactually put this into practice because
again, tracking and clarity and strategy,they're not just about doing business
better, but they are about helpingyou feel more calm, more focused, more
(32:49):
safe, more in charge of your own growth.
And that's the energy that I want foryou in this season of your practice.
Whether your caseload is full,whether you're growing, whether
you're just starting, you deserveto know what's working, what's worth
doing, and what you can let go of.
(33:11):
So here are a few reflection promptsas we close out this episode to help
you move from listening to action.
One, what have I done in the last30 days to move my practice forward?
I don't care if it worked.
I just wanna know what haveyou done in the last 30 days
to move your practice forward?
What actions have you taken?
What have you tried?
(33:33):
Two.
Which metrics will Istart tracking this month?
Maybe you're brand new to this, soyou just start tracking a handful.
Maybe that's website traffic, number ofinquiries, number of client conversions.
But which metrics are yougonna be tracking this month?
Three.
What is one small process drivengoal I can set for the next 30 days?
(33:57):
Remember, this is something within yourcontrol, something that builds toward
the momentum that you're wanting.
Example, I'm going to attend twoin-person marketing events, or I'm going
to update the about page of my website.
Or I'll track my Psychology Todayprofile views and test out a new hook.
(34:21):
What is one small and process driven goalthat you can set for the next 30 days?
And then finally, how are you gonnahold yourself accountable to this goal?
Maybe you wanna text your therapist,BFF, add a reminder in your calendar,
but hold yourself accountable here.
Move beyond just listeningto this podcast episode.
How are you gonna stay accountableto that process driven goal?
(34:44):
And I wanna leave you withthis last question too.
What's one quiet win you've hadlately that others might overlook
but that you know matters?
It might be holding a boundaryon your cancellation policy.
It might mean telling a client theyweren't a good fit for you, even though
(35:04):
you have an open spot in your caseload.
It might be publishing the thing thatyou've been putting off for months.
It might be finally trustingthat your site doesn't need to be
redone again because it's good,it's working and so are you.
These things count, and that is whatCEO level growth actually looks like.
(35:29):
It's not always loud,but it is intentional.
It is clear.
And it's happening even if it feels likeit's only happening in the background.
If you want help figuring outwhat's working and what's not.
I've mentioned our Psych Today SuccessPack, which is a wonderful resource
for the Psychology Today platform.
Our Confident Copy programs alsoinclude our Demystify the data
(35:50):
training to teach you how tounderstand your website analytics.
Whatever you need here I'll drop thelinks to those in the show notes, but
whatever you need to do here, I encourageyou to start tracking and also to start
reflecting so you can start leading likethe therapist, CEO that you already are.
(36:11):
You've got this.
I'm cheering for you.
I'll see you in the next episode.
Hey.
(00:00):
Hey, welcome back toMarketing Therapy, episode 14.
Today's episode is one that honestly,I think we all need from time to time,
especially if you're in one of thoseseasons where you feel like things
are slow, or maybe you're not makingas much progress as you should be.
(00:20):
Maybe you're busy shouldingyourself, as I'm sure you find
your clients doing sometimes too.
One thing I've seen again and again in mywork with thousands of therapists now is
when we're not clear on what to measure,we default to really vague feelings.
(00:42):
And this isn't actually somethingI've only seen in the therapists
it's something I see in myself too.
It's been quiet.
It doesn't feel like this is working.
I probably need to do more.
And these feelings, they'rereal, they're valid, but they
don't really get us anywhere.
(01:04):
When instead, you do know whatto measure, you don't have
to default to those feelings.
You have a level of clarity anddirection about whether you are
building momentum or simply spinningyour reels if those feelings are real.
Or quite frankly, if they're not.
So that's what we're gonna be talkingabout today, not in a mega spreadsheet
(01:27):
and obsess over it kind of way, andalso not in a woowoo manifest it
and it will come kind of way either.
We are gonna talk aboutwhat's worth celebrating.
This isn't gonna be all numbers anddata and spreadsheets, but I wanna
give you a really practical lensfor how to measure your progress in
private practice the way a CEO would.
(01:50):
Because you are the CEO of your practice,and the sooner you step into that role,
the sooner you can get rid of those vaguefeelings and actually make decisions
about your practice and view your practicefrom a more sustainable and safe and way.
(02:11):
Because marketing takes effort.
No doubt about it.
It takes time.
And because of that, it almost nevergives you immediate feedback, which is one
of the most frustrating parts about it.
So if all you're doing ismeasuring outcomes, did I
get a new client this week?
Or is my caseload full?
Yet?
You're missing all of the othersignals, the leading indicators that
(02:36):
actually show you your marketing isworking and you should keep going.
This is what I help myclients and students do.
Is look at real data, real numbers.
What's it actually showing us?
Where's the evidence?
Not just to feel better, but also to makesmarter decisions about their practices.
(02:59):
So if you're in that in-between spaceright now, where things are moving and
you're doing things, but they're notquite landing, or maybe you're just
ready to be more intentional aboutyour growth and about your success.
This episode will be reallyhelpful for you Today we're
gonna do a couple of things.
We're gonna talk about what metricsactually matter for therapists.
(03:22):
Some do, some don't.
We're gonna talk about settinggoals that actually create momentum,
not just pressure to perform.
There is a difference, and how to startthinking about your business like a
strategic and clear-eyed practice owner.
Okay, let's get into it.
I wanna start with where mosttherapists are when it comes to
(03:45):
tracking progress in their marketing.
And if I had to sum that up into onesentence, they are usually tracking
the wrong things or nothing at all.
And quite frankly, neither ofthose sets you up to grow with
confidence over the long term.
Let's talk about that first group.
The therapists who aretracking absolutely nothing.
(04:07):
This is so common, especially if you'renot super numbers driven by nature.
I personally love a spreadsheet.
Not everyone does.
You probably know whether you're gettingnew clients or not, and you probably know
whether your caseload feels full enough.
But beyond that, there's nodata, there's no systems.
(04:28):
And so those therapists end uprelying on those vague feelings.
Again, it feels quiet this month.
I don't think my PsychologyToday profile is working.
It seems like networking isn't bringingin any clients, but those feelings
are often based on the mood you're in.
The last conversation you had, whetheryou got a new inquiry this week or
(04:49):
not, and I say this with all the lovein my heart, feelings aren't strategy.
What you feel is happening in yourmarketing is almost never the full story.
Sometimes it's flat out wrong.
I've had therapists tell me theirwebsite, quote unquote, isn't working,
(05:10):
and when we pulled their data, wesaw that their site traffic had
actually doubled in the last 60 days.
The real problem was that they weren'ttracking where their inquiries were
coming from, so they actually had noidea that their site was doing its job.
When you don't track, you end up relyingon gut instinct and gut instinct.
In marketing, especially if you'refeeling a little stressed or your
(05:32):
caseload isn't where you want, it isalmost always going to lean negative.
Your brain will say, it's not working.
Do more.
It's not working.
Try something else.
And that is how you endup spinning your wheels.
You might post on Instagramfive times this week.
Not because that's actually a goodstrategy for you, but because you're
(05:54):
trying to feel better about yourprogress, you might start rewriting
your entire website, not becausethe data says it's not working, but
because you're uncomfortable waitingfor your current strategy to land.
So tracking nothing leads todecisions based on emotion, not
(06:16):
evidence, and that is a dangerous.
Space to be in, especiallyover the long term.
But then let's look at the other extreme.
Tracking everything without actuallyknowing what it means, without
knowing how to analyze that data.
This happens a lot.
You might have Google Analyticsconnected, or you have your kinda your
(06:37):
Squarespace or your Wix dashboard openand you see numbers like site sessions
or bounce rate or traffic sources.
But the question in yourhead is always, is that good?
Is that bad?
Should it be higher?
Should I panic?
I read that my bounce rateshould be 10% and minus 60.
I actually talked to a clinician who saidthat last week, should I just keep going?
(07:01):
What do I do with all this information?
And because no one ever explainedwhat those numbers actually tell
you, you do one of two things.
You either ignore them.
Or you hyperfocus on random oneswithout really understanding the story.
I've seen many people post in ourget booked out Facebook community
saying my bounce rate is reallyhigh and I can't figure out why.
(07:25):
And the bounce rate is a good numberto track, but often if I were to
actually sit down with that clinicianis not the most important thing to
be looking at, and certainly notsomething to be obsessing over.
You might notice that your site trafficwent down this week and immediately start
to spiral when in fact fluctuations areso normal and you're not looking at a
(07:46):
big enough window of time to actuallyget a meaningful analysis there.
Or you might see that Instagramgot you five site clicks.
And you think, oh, okay, okay,I'll post more on Instagram.
But those five clicks probably aren'tmoving the needle in your practice.
(08:06):
But you don't know that because you'renot looking at the right benchmarks.
Can you see what's happening here?
So you have thisinformation in front of you.
It's not that you're burying your headin the sand when it comes to the data,
but you don't know what to do with whatyou see this kind of over tracking.
Often leads to what I callcomfort zone marketing.
(08:27):
Doubling down on things that feelproductive, that give you that little
dopamine, hit the social post, orchanging the color of your website
buttons because they're easy, evenif they're not driving real results.
This can lead to, in themeantime, ignoring bigger picture
activities, improving your SEO.
(08:51):
Optimizing your site today profile,reaching out to a new networking contact
because those things feel harder andyou can't see the payoff right away.
Like I said, marketing most oftendoesn't give you immediate feedback,
and so that's how you can end up onthis hamster wheel of doing, doing,
doing things that aren't actually movingyou forward because they feel good.
(09:14):
They feel productive.
But when we look at the numbers, theyactually aren't pushing you forward.
Now, I wanna be really clear thatif you find yourself in one of these
traps I've talked about here, notknowing anything about your numbers,
or randomly tracking a couple ofdifferent things, this isn't your fault.
Therapists are not taught what to track.
(09:37):
You probably have never taken a marketingclass or a website analytics course.
That's okay.
And sometimes even the people whoare trying to teach you marketing
sometimes don't explain what thosenumbers actually mean for you.
That's a really big gap.
I see.
It's why so many therapists,either one, abandon their marketing
strategies too soon becausethey think they're not working.
(10:00):
This happens all the time.
Two, they waste time on thingsthat feel busy, but don't actually
move them toward their goals.
Or three, they stay stuck in thiscycle of I should do more without
any sort of clear direction.
The numbers can actually liberateyou from those cycles, but you
(10:22):
don't have to track everything.
I want that to be clear, and todaywe're gonna be talking more about
what you should be looking at.
You don't need to be a numbers nerd,you don't need to love spreadsheets
like I do, but you do need to trackthe right things when you do that.
When you focus on the handful ofmetrics that actually tell you
whether your marketing is working,you can start making decisions from
(10:43):
a place of clarity, not anxiety.
You can say things like, my PsychologyToday profile is getting clicks, but those
clicks aren't turning into inquiries.
Let me focus on tighteningmy profile copy or.
I can see that my website isgetting consistent traffic, but
(11:03):
not enough people are converting.
Maybe I need to revisit the experienceon my website or my caseload feels light
right now, but my revenue is solid.
I'm meeting my take home paygoals, so I don't need to panic.
I just need to stay the coursethose statements are a CEO mindset.
(11:28):
Not about perfection, not aboutwatching every single number like a
hawk, but knowing what you need tomeasure so that you can make smart and
aligned decisions for your practice.
So what should you actually track?
What metrics actually matter?
That's what we're gonna dive into here.
I'm gonna break this down step bystep, both the quantitative, so the
(11:52):
things that you can quantify, numbers.
Data you need to know and the qualitative,the quality signals that tell you
your marketing is starting to click.
Before we get into this list of metrics,I want to zoom out and remind you
again, you are the CEO of your practice.
You don't have to be a fullon data analyst, but if you
(12:15):
want to grow with intention.
If you want to stop second guessingyourself at every turn, then you need to
think like a CEO, and that will start withtracking the right numbers on a regular
basis, not obsessively, but consistently.
So first are those quantitative metrics.
(12:36):
These are the hard numbers.
These are your basicperformance indicators, okay?
The things that you should bechecking monthly to know whether
your marketing is working.
The first is your website traffic.
Your website is hands downbar none in this market.
Your number one marketing tool,it is your marketing engine.
(12:59):
It is what we call your conversion system.
And in order to work it needs visitors.
It needs eyeballs onthat website to convert.
Now, I wish that I could tell you ifyou hit this number of monthly visits
per month, your practice will be full.
Unfortunately, it doesn't work that way.
A good baseline for most solopractices to work toward is at
(13:23):
least 150 to 200 visits per month.
I had a therapist come to me whowas so discouraged in her marketing.
She had spent so much time onher website, and then when we
looked at her analytics, she wasgetting south of 50 visits a month.
We're talking 20, 30 visits amonth, that simply isn't enough
(13:44):
traffic for you to be convertingand generating regular referrals.
So if you're under that baseline,then you don't necessarily
have a conversion problem yet.
We don't necessarily need tobe pouring more time money
or energy into your website.
This is a visibility issue.
(14:05):
And so that can tell you based on thedata that you need to work on getting
found, SEO directories, networking, socialmedia, whatever that might be for you.
The next thing to be trackingare your traffic sources.
How are people actually finding youinside your analytics, whether you are on
(14:26):
Squarespace or Wix or Google Analytics.
You'll see a breakdown of things likesearch traffic, so that's people coming
to you organically through things likeGoogle direct traffic, where they actually
typed in your URL referral traffic.
That's if you were listed on yourlocal business bureau, for instance,
(14:46):
or you guess posted on a friend's blog.
That would be a referral link, soyou were listed on another website.
Then there's social media,if you're active on social
media, Facebook, Instagram.
This data is gonna tell you whichchannels are actually working.
For example, if Instagram is sendingyou four visitors per month, but
(15:07):
Google is sending you 60, that is data.
That's clarity that tells you whereyou should continue investing.
The next hard number to be trackingare your contact form submissions.
Or just number of inquiries, peoplereaching out to you, whether that's
text, email, contact form on yourwebsite, and that one's simple.
(15:30):
How many people are asking you fora consult or a first appointment?
Track that on a monthly basis.
Make sure that you know how manypeople are reaching out to you.
From there, the next number that we'lllook at is called your conversion rate.
So out of all the peoplewho reach out to you.
How many are becoming paying clients?
(15:53):
This is often overlooked, but it doestell us if your website and your consult
process, especially if you offer afree consultation, are doing their job.
If you are getting 10 inquiries amonth, but only converting one or two,
your problem might not be visibility.
That's a sufficient number of inquiries.
It might be a fit or clarity or consultchallenge that we need to address.
(16:19):
So that conversion rate isreally helpful because ultimately
you can reverse engineer.
If you know that you're gonna convert50% of the people that reach out to
you, then the number of clients youneed this month is simply a factor
of how many people reach out to you
today, psych, today's dashboard is alittle bit archaic, but you still can
(16:40):
get some really helpful data there.
If you use our site, today'ssuccess pack, or you are a student
in one of our programs, then youhave access to our data tracker.
But you're gonna get things likeprofile views, clicks to your website,
emails sent, things like that.
And this is ultimately a goldmine of data, especially if
you know how to parse it out.
(17:01):
And most therapists justcompletely ignore it.
So this is where you can identifyreally easy places to improve your
visibility with relatively littleeffort if you're paying attention.
And then the final quantitativemetric I recommend keeping an eye
on is your monthly revenue, yourtake home pay your tax set aside.
(17:24):
The, there's a lot of numbers in there,but I'm including this in a single
category related to your financial health.
So it's not directly tied to marketing.
It's not necessarily a marketing metric,but it is very, very critical context.
You need to know things like,what did I earn this month?
Did I meet my minimum take home needs?
(17:46):
Am I setting asideappropriately for taxes?
Because you could have a month whereclient inquiries, quote unquote, feel a
little slow, but your revenue is fine.
You hit your income goal, you paid yourbills, you're financially secure, and
if you're only tracking the marketingrelated activity and ignoring that
(18:08):
money side, then you might assumesomething's wrong when actually your
business could be doing just fine.
So make sure you don't leavethat part out of the equation.
All right, so those are the hard numbers.
Again, I mentioned website traffic,traffic sources, contact form,
submissions or inquiries, conversionrate, psych today, data, and then
(18:33):
your financial numbers, revenuetake, home pay, things like that.
Now, let's move into qualitative metrics.
These are the soft signalsthat still matter so much.
These aren't necessarily gonnashow up on a dashboard, okay?
We're not gonna be putting theseinto a spreadsheet, but these tell
you if your marketing is working.
(18:54):
These are often the ones thattherapists ignore, but they actually
are some of the most importantindicators of your future success.
Here are a few to consider consultsfeeling easier and more aligned.
If your consult calls are feelingsmoother, more natural, more values
aligned, that is a huge sign.
(19:16):
Your messaging is working.
I just spoke with a confident copygraduate who moved on from the program
in May, and when I talked to her in June,she'd booked six new clients in that
month since we had met most recently.
And she said one of the biggest reasonsshe thinks those clients signed on
is because she felt so much moreconfident in those consult calls.
(19:39):
That aside from those six new clients,those consult calls, feeling easier
is a huge indicator of growth.
It tells you that the right peopleare showing up to those calls, okay?
So you're attracting the right fit people.
They're already somehow or somewhatbought in or sold on you in some way.
(19:59):
And you are resonating with them.
Once you have the opportunity to connectanother qualitative metric that really
matters, hearing things like yoursite spoke to me or your directory
profile jumped off the page, thisis one of the best signals that your
copy and design are doing their job.
(20:22):
This does not happen by luck.
Believe me.
It is the result of intentional strategy,of being clear on your niche of really
emotionally resonant and attuned copy.
So when people say this toyou, write it down, frame it,
remember it, measure it, track it.
(20:45):
Another soft signal is just feelingmore confident, sharing your site,
sharing your profile, talkingabout the way that you work.
If you've gone from, oh my gosh,please don't go to my website,
to here's the link, check it out.
That means something that is growth andthat confidence usually translates to
(21:07):
better referrals, stronger inquiries,more conversions, all the things.
Your level of confidence inputting yourself out there has
a huge bearing on the results.
On the other side of that.
Another one.
Marketing just feels easier.
I'm not saying it becomes effortless,but if you are no longer agonizing
(21:29):
over every single blog post or captionor networking conversation that is
progress, it means you're clearer.
It means your brand and yourvoice are starting to settle in.
It means you are stepping intothat role as business owner.
These are all wins.
Worth celebrating.
(21:50):
Again, not gonna show up on a spreadsheet,but incredibly valuable to your business.
Maybe you've stopped rewriting everythingwhen you're panicking, if you no longer
get super discouraged and start spiralingwhen things slow down, as subtle as that
might be, it is incredibly importantif you can leave your marketing alone.
(22:15):
And be able to trust it inthose times of uncertainty.
That's huge.
And that is also growth.
Can you see what I mean by these softsignals, consults, feeling easier,
people telling you that your sitespoke to them, feeling more confident,
sharing that site, sharing about yourwork, marketing, just feeling easier,
(22:38):
not responding in a hair on fire.
Five alarm situation.
When things slow down, these all matter.
So now we've talked aboutwhat metrics to track.
Now let's talk about whatto do with that data.
Again, we can have a spreadsheetwith a bunch of numbers.
That doesn't mean we knowwhat to do with them, right?
Tracking alone isn't enough.
(22:59):
Because data withoutdirection is just noise.
It's just a lot of numbers.
You have to know how to setgoals that move you forward, both
emotionally and strategically.
And again, I wanna bring thisback to how most therapists are
taught or not taught to set goals.
(23:20):
The default I hear all the time, Iwant a full caseload, or I want to
get five new clients this month.
Or I want to be off insuranceby the end of the year.
Those aren't bad goals by anymeans, but they're outcome goals.
They're vague.
They're kind of arbitrary, andthey're not within your full control.
(23:45):
It's like saying, I want to lose fivepounds without any plan around what
you're gonna do differently to get there.
It's a goal without a system.
So what you need instead, especially ifyou wanna start operating like a CEO,
are what we call process driven goals.
Goals that focus on theinputs, not just the outcomes.
(24:09):
Goals that help you buildmomentum, not just weight around.
Hoping for a client inquiry to land.
I am doing something right nowthat I've never done before.
Folks that graduated from ConfidentCopy after joining in January.
Got a special bonus that I've neveroffered before, called an accountability
group, a marketing accountability group.
(24:29):
So for the next six months, we're comingtogether each month to track their
data and to set goals based on whatthey're learning, to set intentions
to be held accountable and to makeforward progress in their marketing.
And in this group, we're not saying thingslike, go get three new clients this month.
We're saying things like, I'm gonna aimto hit a hundred site visits this month.
(24:53):
Or I'm going to reach out to threenew referral contacts, or I'm going
to publish a new Psychology Todayvideo that I've been putting off.
Or I'm going to write two new blogposts aligned with my specialties.
Can you see how these goals are differentthan getting three new clients this month?
(25:14):
There are goals you can actually act on.
They are measurable.
They're 100% in your control.
It is within your controlwhether or not you reach out
to three new referral contacts.
It is not necessarily within your controlto get three new clients this month.
Do you see the difference?
When done consistently, these thingsare going to lead to the outcomes
(25:35):
that you want, but you've been ableto focus and commit to things that
are actually within your controlwhen you set outcome only goals.
Every single week feelslike a pass or fail.
Either someone reached out or they didn't.
You either booked a new clientor you didn't, and that creates
pressure and inconsistency and aboveall, a whole lot of discouragement.
(26:02):
Have you been there before?
When you set process-based goalsinstead, then you build a rhythm.
You get to say, I did whatI said I do this week.
Even if no one reached outyet, you are laying bricks.
You are creating a foundation.
You are building momentum.
Now, you don't have to hit every singlegoal every single week to see progress.
(26:26):
Of course not.
Life happens, energy fluctuates.
But having a plan, having intentionalactions is what separates the
therapist who slowly drift.
Through their practice, just kindof at the mercy of the ebbs and the
flows from the ones who are actuallybuilding something proactively that
is sustainable in the long term.
(26:49):
Maybe you're sitting here realizingyou've sort of been treating your
business like a side project,reacting and pouring into it.
Only when you have time orenergy, and that's okay.
That's quite normal.
But if you want to different results.
You're gonna have to starttreating your business differently.
Not in a hussy, overworked, grind culturekind of way, but in a very clear and
(27:14):
grounded and strategic kind of way.
If it's helpful, here'sa framework you can use.
One, choose an outcome goal . Okay?
What do you want to see happen?
Maybe you want to increaseyour Google rankings.
Two, choose a metrics thatmetric that you're going to
(27:34):
track to determine if that works.
So maybe that is your trafficto your website from Google.
Three.
Commit to a process driven goal, somethingthat is within your control that you can
do to ultimately reach that goal, andthen four, share that goal with someone.
(27:59):
Studies show you that you are65% more likely to follow through
on a goal if you share it.
That's why I think this confident Copygroup is gonna be especially powerful.
Because there is accountability andcommunity and really gentle support here.
So here's what a CEO goal couldsound like in this scenario.
(28:22):
I want to increase.
My Google rankings.
So that's the outcome goal . So I'm goingto add a new specialty page, write four
blog posts . Those are the process drivengoals, the things that you are committing
to, and then track whether my trafficincreases over the next four months
(28:46):
. That's the metric that we're gonna track.
So we've set a goal.
We've set process driven goalsor intentions, and then a
metrics that's going to tell usdid we get closer to that goal?
That is a smart and strategicand actionable plan.
Not a vague wish for clients, not toa blind guess or a shot in the dark.
(29:08):
It's something you can do andsomething you can evaluate.
Did it work?
The metrics will tellus that is what we want.
The final thing I wanna leave you withhere is what I call A CEO Check-in.
This is something I do in my own business.
Remember, the goal of this episode isempowering you to step into your role as
(29:30):
the leader of your business, not just thetherapist in the chair, but the CEO, the
one with a plan, the one with perspective.
Okay?
Every month I sit down, Ido a really simple exercise
that I call the CEO snapshot.
It's not a full-blown report.
I'm not spending hours in spreadsheets orclicking around into different platforms.
(29:51):
It's a check-in.
Where I ask myself, whatworked this month, what didn't?
What surprised me in a good or a badway, and what am I focused on next?
Sometimes that reflectiontakes me five minutes.
Sometimes I'll journal on it a littlelonger if it was a month where I feel
like I really grew or learned a lot,but it always gives me a little bit of
(30:13):
clarity and it keeps me from gettingcaught in the weeds of, is this working
or do I need to, you know, burn it alldown and work at Starbucks kind of thing.
If something is working, Iknow to double down on it.
If it's not, then I can identifywhere to, I need to make some
small changes 'cause it's likelynot a full overhaul that's needed.
(30:34):
You can do the samething in your practice.
You do not need to be evaluatingyour strategy every single week.
I'll hear from therapiststhat they are opening up their
website analytics every day.
Checking your data toooften can actually hurt you.
Because it really short circuits yourability to gather meaningful data, to zoom
(30:55):
out enough to make CEO level decisions.
So I recommend doing a monthly reviewof your metrics and your goals.
So in addition to the CEOsnapshot, what worked this month,
what didn't, what surprised me?
What am I focused on next?
You can also look at your traffic,your inquiries, your consults and
conversions, your revenue, thosehard numbers we talked about earlier.
(31:18):
And also reflect on how things felt.
Did a consult go moresmoothly than it used to?
Did someone tell you yourwebsite helped them feel hopeful?
Did you feel proud to share yourwebsite link instead of cringing?
Those are not just feel good moments.
They are data just as much as howmany people visited your website or
(31:43):
how many clients you got last month.
And as a CEO, you need tolearn to recognize that
data alongside your numbers.
If you've ever worked with a client intherapy who's trying to make a big change,
you know that progress often starts small.
So look for those signs ofmovement in your own marketing, not
(32:05):
necessarily overnight transformation.
Don't dismiss the soft stuff here, okay?
Don't only look at your bankaccount or your calendar.
Make sure that you are also zooming outand taking that full picture into account.
Then lead your business from that place.
(32:27):
Alright, we talked about a lot today.
If you're still with me,first of all, you're amazing.
I'm so happy you're here.
And second, this is your invitation toactually put this into practice because
again, tracking and clarity and strategy,they're not just about doing business
better, but they are about helpingyou feel more calm, more focused, more
(32:49):
safe, more in charge of your own growth.
And that's the energy that I want foryou in this season of your practice.
Whether your caseload is full,whether you're growing, whether
you're just starting, you deserveto know what's working, what's worth
doing, and what you can let go of.
(33:11):
So here are a few reflection promptsas we close out this episode to help
you move from listening to action.
One, what have I done in the last30 days to move my practice forward?
I don't care if it worked.
I just wanna know what haveyou done in the last 30 days
to move your practice forward?
What actions have you taken?
What have you tried?
(33:33):
Two.
Which metrics will Istart tracking this month?
Maybe you're brand new to this, soyou just start tracking a handful.
Maybe that's website traffic, number ofinquiries, number of client conversions.
But which metrics are yougonna be tracking this month?
Three.
What is one small process drivengoal I can set for the next 30 days?
(33:57):
Remember, this is something within yourcontrol, something that builds toward
the momentum that you're wanting.
Example, I'm going to attend twoin-person marketing events, or I'm going
to update the about page of my website.
Or I'll track my Psychology Todayprofile views and test out a new hook.
(34:21):
What is one small and process driven goalthat you can set for the next 30 days?
And then finally, how are you gonnahold yourself accountable to this goal?
Maybe you wanna text your therapist,BFF, add a reminder in your calendar,
but hold yourself accountable here.
Move beyond just listeningto this podcast episode.
How are you gonna stay accountableto that process driven goal?
(34:44):
And I wanna leave you withthis last question too.
What's one quiet win you've hadlately that others might overlook
but that you know matters?
It might be holding a boundaryon your cancellation policy.
It might mean telling a client theyweren't a good fit for you, even though
(35:04):
you have an open spot in your caseload.
It might be publishing the thing thatyou've been putting off for months.
It might be finally trustingthat your site doesn't need to be
redone again because it's good,it's working and so are you.
These things count, and that is whatCEO level growth actually looks like.
(35:29):
It's not always loud,but it is intentional.
It is clear.
And it's happening even if it feels likeit's only happening in the background.
If you want help figuring outwhat's working and what's not.
I've mentioned our Psych Today SuccessPack, which is a wonderful resource
for the Psychology Today platform.
Our Confident Copy programs alsoinclude our Demystify the data
(35:50):
training to teach you how tounderstand your website analytics.
Whatever you need here I'll drop thelinks to those in the show notes, but
whatever you need to do here, I encourageyou to start tracking and also to start
reflecting so you can start leading likethe therapist, CEO that you already are.
(36:11):
You've got this.
I'm cheering for you.
I'll see you in the next episode.
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