5 Ways to improve client retention - Marketing for Therapist

Retention is the fifth step in your marketing funnel, and it’s a critical one. The amount of time, money, and effort it takes to acquire one client is significant, and the last thing you want is for your ideal client to ghost you after 1-3 sessions. But let's be real...

Sometimes, retention is out of your control. And other times, the ethical thing to do is to refer someone out. But for the ones that remain, there’s so much we can do to improve retention rates, and in this blog, we’re going to discuss...

5 powerful ways to encourage your clients to keep coming back.

1. Provide a good onboarding experience.

Therapists 'know' this, yet a shocking number of them still don't have a system. They don't have a structured intake session. But a fluid approach rarely works. Even if you're style is relational or psychodynamic, a good therapist takes a structured approach for the first couple sessions to help assure their clients that they're in good hands. Regardless of your POV, therapists need to let their clients know what their path to success looks like. It's totally ok if the goals aren't defined yet, but clients need to know that identifying goals, intentions, or objectives is part of the process.

Otherwise, therapy will feel like an expensive, slightly unpleasant, 50-minute conversation that didn't really accomplish or build toward anything. < I know that sounds harsh... but that's often times the client's reality.

Spell out expectations and provide a structure so they can begin to wrap their head around what healing and recovery looks like for them. Be upfront and clear about what benefits and takeaways you'll collaboratively be pursuing. (Psychoeducation, self-awareness, coping skills, depth-oriented exploration, attachment-based exploration, etc.) People feel safe when they can see the road ahead and know what to expect.

2. Always define client goals and objectives - even if you're a relational therapist.

There are some therapists I've worked with who think that because their therapy POV is relational, they don't need to have a formal intake process or client journey outline. That's not true. Even relational therapists need to focus on setting clear expectations. Just because you don't do goal-oriented therapy doesn't mean you don't help your clients define what success or healing looks like for them. Having goals and a structured therapy path is always important - regardless of your therapeutic style.

3. Facilitate a positive experience.

Therapy is honestly rarely fun. The more traumatized your client is the more triggering therapy may be for them. If you can and if it’s appropriate, provide your clients with the healing power of joy, or if joy is too beyond reach right now, offer them real comfort and peace.

If possible, try to get creative. Do more than 'just talk.' Whenever able, offer sand-tray therapy, somatic techniques, or interactive exercises. Positively reinforce your clients effort and identify at least one small win at the end of each session.

4. Offer education.

There’s a reason why psychoeducation-based posts are trending on social media and YouTube. Everyone loves learning about something that’s relevant to their reality, and public/social interest in mental health is growing. The more you can meet that interest and fill that need, the more your clients will return.

In practical terms, this means do more than listen and validate. Please don’t just smile and nod and ask a few poignant questions. Offer value in the form of clarity. Let psychoeducation become a significant part of your therapy style and your clients will keep coming back to you - the expert.

5. Lastly, be human. But also, be confident.

I know there’s liability issues to think about and ethics to consider. Boundaries are essential and maintaining a serious, clinical approach is necessary for the well-being of all involved. But please don’t be stuffy. Even if your POV as a therapist is serious, embody approachable body language, and whenever appropriate, please smile.

By all means, be the expert professional you are, but realize that no one enjoys being analyzed by or being vulnerable with someone who moves, looks, talks, and acts rigid and flawless. Please don’t be the therapist who wears a suit, sits cross-legged, pushes your glasses up on your nose, and calmly takes notes while your client awkwardly spills their guts. (Besides, if you’re spending most of your time listening and taking notes, you’re not tuned in to your client’s facial expressions or body language.)

Therapists have the difficult task of being a professional, relatable human all while maintaining a confident and peaceful composure. This is critical. This is where so many highly-experienced, well-intentioned therapists drop the ball and lose the client. They show their nerves. They let their own insecurities or inner critic take over. If you're nervous or feel uncomfortable, your client will absolutely feel that. And they won't come back. (Ask me how I know...👀)

Key takeaway: Be fully present – professional but approachable. Clinical but sincere. Emotionally connect as a human, but a confident, professional human. One who isn't afraid to hold space for whatever your client needs to explore.

In summary...

Being a therapist is tough. Really tough. Striking a balance between friendly service provider and confident expert is not for the faint of heart. But if you can maintain this balanced composure while guiding your client through a seamless onboarding experience - your clients will keep coming back.

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