The Biggest Website and Marketing Challenges Counsellors Face in Private Practice

Running a counselling private practice is meaningful and rewarding, but it also comes with more responsibility than many people expect.

Alongside client work, supervision and CPD, counsellors are suddenly expected to handle websites, marketing and online visibility. These tasks can feel overwhelming, especially if you never set out to run a business in the first place.

Below are some of the most common challenges counsellors face and some gentle guidance to help you understand and navigate them.

1. Feeling unsure where to start with a website

Many counsellors know they need a website, but putting one together can feel confusing. It is easy to get stuck on choices like layout, colours, images and the right wording. A good counselling website needs to feel warm, clear and professional, and it also needs to be easy for clients to navigate.

When you are already busy with client work, finding the time and headspace to create something that looks polished can be difficult. This is a completely normal challenge and one many counsellors share.

2. Keeping the website updated

Private practice websites are not something you build once and forget. They need regular attention, from security updates to plugins, blogs, SEO changes and general improvements.

Counsellors often tell me they want a website that feels fresh and reliable, but life gets busy and updates slip down the list. When websites go untouched, they can slow down, drop in search visibility and start to feel out of date. Ongoing maintenance is one of the biggest pain points for therapists in private practice.

3. Knowing what to say online

Writing about your counselling services can feel uncomfortable. You want to be warm, accurate and ethical, but you also want clients to understand what you offer and how you can help. Finding that balance takes time.

Many counsellors struggle with:

Describing their approach in plain language

Explaining their specialisms

Writing copy that feels like their voice

Avoiding jargon while still sounding professional

This discomfort can lead to blank pages, half written drafts or a website that does not reflect the person you are in the room.

4. Feeling unsure about SEO and visibility

Search engine optimisation can sound technical and intimidating. Counsellors often worry about getting it wrong or feel unsure which steps matter. Yet SEO is important because most clients start their search for a therapist online.

Questions counsellors regularly ask include:

How do I appear on Google

Do I need blog posts?

What keywords matter for my area?

Why is my site not being found?

Learning SEO while running a practice can stretch an already full workload.

5. Managing social media consistently

A consistent social media presence can help therapists connect with potential clients, but it also requires planning, time and emotional energy. Many counsellors find it challenging to stay active across different platforms, create content that feels authentic and manage the pressure of being visible online.

It is very common to start posting enthusiastically, then feel overwhelmed and step back. Social media can be helpful for a counselling practice, but it needs a gentle and sustainable approach.

6. Feeling alone with the marketing side of the business

Counsellors spend years developing therapeutic skills, but very little time learning business and marketing. This can leave many professionals feeling isolated, unsure and worried they are missing something important.

The truth is that you are not meant to know everything about websites and marketing. These tasks often feel bigger than they are, simply because you are doing them on your own while juggling everything else in your practice.

Final thoughts

If you recognise yourself in any of these challenges, you are in very good company. Most counsellors in private practice feel exactly the same way. Your skills lie in helping people, building relationships and supporting wellbeing. Marketing and website tasks are simply tools to help people find you, but they should not take over your time or drain your energy.

With the right support, your online presence can feel clear, manageable and aligned with your values. You do not need to do it all yourself. A calm, confident and consistent approach is more than enough to help your practice grow.