If you’ve ever felt like marketing your therapy practice is confusing, intimidating, or just not your zone of genius, you’re not alone. In this episode, I want to help you breathe a little easier about it. Marketing doesn’t have to be reactive or overwhelming. It can be intentional, sustainable, and rooted in long-term success for your business and your peace of mind.
Whether you’re just opening your solo practice, looking to welcome more clients, or scaling into a group practice, my guest Kristie Plantinga and I talk honestly about what actually works when it comes to digital marketing for therapists. You’ll hear how to keep your practice visible online, how to think about your return on investment, and which tools can help you track whether your efforts are truly bringing new clients your way.
(00:14:21) “It’s about, did I get a return on the investment that I put into this? It’s the most important thing really, when you’re working with a marketing company.” — Kristie Plantinga
Kristie is the founder of Place Digital (formerly TherapieSEO) and a passionate advocate for helping therapists understand how online marketing really works. Together, we unpack what private practice owners need to know about SEO, Google Ads, and digital marketing strategy — all from a grounded, therapist-friendly perspective.
Smart Marketing Strategies for Private Practice Therapists
Marketing is one of the biggest investments you’ll make in your practice — and it can feel risky when you don’t know where to start. In this conversation, we explore how to make wise, informed choices about where to spend your time and money so you can build stability for years to come.
(00:05:43) AI Tools Integrated with Google
(00:07:44) Flawed Marketing and Hiring Strategy
(00:12:52) Sustainable Growth Through SEO
(00:13:57) Long-Term Perspective in Marketing
(00:19:33) Tools to Demystify Marketing
(00:22:44) Rethinking Marketing for Practice Owners
(00:24:48) Big Investments, Big Returns
(00:28:32) Google Ads vs. SEO Costs
(00:33:17) Proactive Marketing for Therapists
(00:34:32) Sustained Growth for Practices
Google Ads vs. SEO: Choosing the Right Path for Your Therapy Practice
As Kristie reminds us, Google is the gateway to the internet. Whether we love it or not, if potential clients can’t find you there, your practice is essentially invisible. But there’s a catch — Google isn’t always a reliable partner for small businesses. Policies change overnight, and as therapists, we’re rarely their priority.
That’s why we talk about investing in your marketing before you need it, rather than reacting when your caseload dips. Sustainable marketing is about planting seeds now for the clients you’ll be serving six months from today.
Kristie shares her honest take on Google Ads — calling Google “a selfish and unreliable partner” — and explains why SEO is a more sustainable, long-term investment. While ads can create short bursts of visibility, SEO helps you build an online foundation that continually attracts your ideal clients.
How Much Should You Really Spend on Marketing?
In this episode, Kristie and I walk through what a healthy marketing cycle looks like for different stages of private practice. We talk about setting a budget that feels aligned, tracking what’s really working, and investing in strategies that will continue to pay off over time.
Marketing decisions made from fear rarely lead to growth that lasts. Instead, we can learn to make calm, confident, and informed choices about where to invest our energy and resources.
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