You own a private practice and you’d like clients to come in steadily. The first place you should look? Your website. Blogging for private practice growth can help establish credibility and provide valuable content. When both of those items work together, you build trust with potential clients. From there, they immediately know why you’re the one they should work with. In this post, we will be discussing why trust matters in private practice and how blogging could be the reason you’re practice isn’t getting clients.
Why Trust Matters in Private Practice
As a provider yourself, think about your last experience with another provider – were they kind? Did they listen to your thoughts and questions? If your answer is yes to both of those, and you eventually had a positive experience with them, you likely continue going back because you trust them enough with your care.
As a private practice clinician, trust is number one in the buyers eyes when finding a provider. Before booking an appointment, potential clients often research online to see if a provider aligns with their value system. Maybe you’re a Christian and you search “Christian therapist near me” or, maybe you value a provider who offers insurance. Whatever that may be for you, the research online should lead them to your website.
To bridge the gap between online searches and taking the first step to schedule a session, blogging for private practice growth can be your solution. Through your blogposts, potential clients can get to know you as a human, but also your knowledge base. This is why we as a design studio for private practice clinicians recommend blogging to every client we work with.
Blogging for Private Practice: How It Establishes Your Expertise
Imagine browsing another providers website, only to find a ghost town on their blog. AKA – they don’t post often, if any at all.
Now, imagine another providers website, but this time you find lots of blogposts that are actually helpful to the specialty they are marketing themselves in. Which one would you trust more? For me – it’s easy. Provider two!
A well-maintained blog is comprised of several factors:
- Frequent posts that are high-quality
- Easy to navigate so that users can find what they are looking for
- A search bar
- An introduction sidebar to who you are
- Maybe – a freebie!
When you focus on these items, users will begin seeing you as an expert in your field and they won’t even question that you are the right fit for them!
As you continue blogging on posts within your specialty, I want you to think “What would my ideal client be searching so that this post shows up on Google?”. That way – you ensure you are blogging with the intent of SEO as importance. Informative, research-backed blogposts demonstrate your credibility and thus, confidence to book you for a service.
The sweet spot of blogging is bridging the gap between research-backed and being personable. Let’s talk more about that!
Creating Relatable and Client-Centered Content
A common mistake I see when clients begin blogging for private practice is that they focus too much on providing knowledge and not enough time being relatable. See, in business, you want to find a happy medium between sharing education, but also some personality!
Blogging isn’t just about showcasing your expertise – it’s also about relatability. The best way I can suggest to mesh this content in your blog is to share your own personal story of why you became a clinician in the first place. Maybe you’ve once had an eating disorder which sparked you to also help others as an eating disorder dietitian. Or, maybe you struggled with postpartum depression and are very passionate about that topic. Whatever it is for you, I encourage you to share it.
In the private practice space, these conversations can make ideal clients feel heard and also valued that you’ve experienced the same hardships that they too have felt. In our industry of design services, it’s harder to establish that emotional connection because our stories aren’t always rooted in similarities.
To create more relatable and client-centered content, I’d recommend using a more conversational tone in your writing that makes readers feel understood. Don’t get too caught up in “saying the right words”. Sometimes, individuals just want to feel like they are reading something in a conversational matter.
Blogging Improves Your Private Practice’s Online Visibility
As you practice more and more blogging, you’ll see results within Google Search Console that show your private practice’s online visibility is increasing. Think about it – the more you give Google in blogposts, they more they’ll give you in visibility!
Search Engine Optimization (SEO) is a tool that’s often overlooked because it requires a lot of long and hard work. It is not a quick result and it will be difficult to maintain a consistency. However, if you continue with blogging for private practice growth, you will see results in about 6-9 months of time.
To help wire your brain to have an SEO-focused look, you’ll want to research ideal keywords in an SEO tool such as SEMRush or Ubbersuggest. You may find words like, “therapy for anxiety” or “mental health support near me” are relevant to your content. From there, you can write posts with those keywords in mind!
Another great blogging for private practice tip is to include FAQs in blogposts when applicable. For example, recipe bloggers often include questions that are frequently asked such as “Is this healthy” or “Why did my sauce turn out runny”. Whatever questions may arise on your topic – try to answer them in your post!
Building a Connection Before the First Appointment
Blogging for private practice helps you to build a connection before they schedule a discovery call. Imagine if you could’ve chatted with your doctor who would deliver your baby before you did! You’d feel so much more connected to them when the moment actually came.
Many clients feel nervous about reaching out to a therapist or clinician in general. Blogging can ease this anxiety by:
- Offering insights into your approach as a therapist or dietitian
- Sharing self-help tips that they can implement right now
- Highlighting frequently asked questions so they can feel more comfortable
When a potential client feels like they “know” you from your blog, they’re more likely to take the next step! A bonus point is if your social media is also consistent so it becomes yet another point they can get to know you more there.
How to Get Started with Blogging for Private Practice
To begin seeing the benefits of blogging for private practice, here’s some action items to get you started:
- Choose Your Topics – Focus on client concerns and frequently asked questions. If you need help generating ideas, check out our ChatGPT Cheat Sheet!
- Set a Schedule – Aim for 1–2 blog posts per month to maintain consistency.
- Optimize for SEO – Use keywords like “high functioning anxiety therapist” naturally in posts.
- Make It Easy to Read – Use short paragraphs, bullet points, and clear language.
- Promote Your Blog – Share on social media, email newsletters, and within your website.
Conclusion: The Long-Term Benefits of Blogging for Private Practice
As I’ve mentioned in several of our SEO posts, blogging is a long-term game. You will not see results overnight and that’s normal. For some context, I’ve been building my SEO on our website now for nearly 6 years.
The hardest part is just getting started. And trust me – it’s also hard to keep consistency going. The best thing that has helped me is establishing a schedule for content planning and having “fun” ways to plan out content.
As of late, ChatGPT has helped me to craft ideas and take the mental load off in that area. Whatever it is for you, just tackle it head on!
When you’re ready to dive into blogging, sign up for our ChatGPT Cheat Sheet. Inside you’ll find prompts to help you find blog ideas for SEO growth.
Take The Next Step with Studio Adagio!
Hand off blogging and other SEO tasks to Studio Adagio. We have a team of women who specialize in blogging for private practice. With research and dedication, we have seen results for many clinicians worldwide. Take a look at a few case studies:
Connect with us at @studioadagio.co and apply to be a client!
