While many experienced practitioners offer well-meaning advice and suggestions, the reality is, starting a counselling private practice can often feel overwhelming.

We can quickly go from optimistic students, enthusiastic and ambitious about having a positive impact on the lives of those who need it, to confused about what to do next, wondering if we’re on the right track and doubting our ability to make this work.

If that’s where you’re at, keep reading.

Here’s what I learned from my own recent experience (it’s a lot!) If you’re considering taking the plunge into private practice, it’s worth a look.

This is the guide I needed when I started.

I found information around the things we need to know as prospective private practice counsellors to be scattered, incomplete, vague, generalist and difficult to sort through.

It also plays into why many of us do this work… I want to see others succeed!!!

If I can save others some time, energy and stress by putting this out there then it’s worth it.

For context, I left a full-time career to invest full-time hours into getting my practice setup. I was working 40+ hour weeks behind the scenes to plan, create, network, develop resources, research, study, learn, upskill and source physical workspace.

I worked hard to build my website, learn some SEO techniques and build a Google business profile. I used the network I had access to through various personal and professional means, including the men’s group I was facilitating, to offer clients 3 complimentary sessions in order to continue developing my skills and build my confidence.

I registered with a number of EAP providers (all of those I was eligible for) and received no calls. I was getting the occasional referral from my supervisor but for every lead I got, 75% of them didn’t follow through.

After six months, I was averaging 6 clients per week. After eight months, that grew to 8 clients per week.

I’m based in inner-city Melbourne and continue to work on things full time. This isn’t meant to deter or intimidate anyone, rather it’s to help provide a real-world example of what it takes in the early stages for these things to gather momentum.

I set my expectations way too high, too early and it’s been difficult. There have been numerous times where I’ve felt like giving up; and I’m not someone who gives up easily.

This has been written so prospective business owners have as much information and understanding as possible in order to make their lives easier, lower stress levels and facilitate making the transition into this industry with open eyes.

People often tell you, “You’ll be great!” when you decide to go into private practice, but that doesn’t always translate into clients. The initial excitement can quickly fade as you realise that success doesn’t come overnight.

When starting your practice, you might hear some experienced professionals say, “It will take at least 12 months to get fully established,” but depending on your goals and the resources you have available, it can often take at least double that time; especially if you’re aiming to make your practice full-time.

It’s important to go into this journey leading with patience, and understand that building a steady flow of clients takes time. Be prepared to persist and maintain your motivation during the lean times via access support from family, friends, peers and other professionals as needed.

There’s a common misconception that mental health workers are in high demand, and while that’s true to some extent, it’s not always as straightforward as it seems. The demand may exist, but it doesn’t necessarily translate into an instant influx of clients for your practice.

Competition can be fierce, and many prospective clients are looking for the right fit. Simply being available as a counsellor isn’t enough – you’ll need to market your practice effectively, optimise your online presence, and engage with your community to make sure clients can find you. (More on all of this later)

The reality is, there are therapists everywhere and prospective clients can feel overwhelmed by the sheer volume of options and modalities available. It’s a significant step for many people to take to access mental health support. The best thing we can do as practitioners is respect where they are at and provide an authentic option that ensures they are supported. The mantra of “do no harm” always applies.

Here’s a list of the things you’ll need as a priority:

💡 Insurance: Professional insurance is a must.

💡Professional membership: ACA or PACFA depending on your situation and qualifications.

💡Professional supervision: Essential for guidance, PD and professional advice.

The Network of Counsellors in Private Practice (NCPP) offers a range of resources relating to initial business setup and administration requirements, but more on that shortly…

When starting out, it’s easy to get swept up in the latest tools and software for therapists, but don’t feel pressured to sign up for everything under the sun.

My advice? Keep it simple and avoid adding too many new things to learn your plate (there’s already enough on it!) You don’t need complex software to run your practice.

Here’s what works:

1️⃣Zoom for online sessions (clients are more than happy with it).

2️⃣Google Calendar for scheduling appointments (you don’t need a fancy booking system yet).

3️⃣Password-protected Word documents for taking notes securely.

4️⃣”Square” for payment processing and invoicing (app based). Fees can be designated to the client or to yourself and you can customise services etc. as necessary for your business model.

By using basic tools that you already know or are simple to setup and use, you’ll free up your time and energy to focus on your clients and developing your skills rather than learning how to use a new tool.

Think about where prospective clients are looking for a therapist and make sure you’re visible where it counts.

Start by asking yourself: Where would I look if I needed a therapist? (Honesty and humility are key here)

✅Google is the most common place people go when searching for a counsellor, so having a Google Business Profile is essential.

✅Start with a basic website with all of the essential details a client will need to know. (Check out my homepage here for an example) Don’t forget to keep your website up to date, with clear information about your services, your values, and how clients can reach you.

I paid to have a single-page website designed to get me started and subsequently expanded that as my needs and practice grew (again, you don’t need all the bells and whistles at the start). My web designer took care of hosting etc. so that was a big job i didn’t have to allocate time to and could focus on other things. (Which was a great decision in hindsight)

You want to ensure that when someone finds you online, they’re met with clear, professional information that builds trust. This means a well-maintained website, professional head shot and an updated Google Business Profile.

Setting up your Google Business Profile is one of the best steps you can take to increase visibility for your private practice. The tool is free, and it allows potential clients to find you in local search results, read reviews, and access your contact details.

Once your profile is set up, you will need to have it validated by Google in order to utilise all of the functionality available (update photos, respond to reviews, Google map visibility etc.) This can be a tedious process due to the requirements Google has put in place to reduce the presence of fraudulent listings, but it’s worth it.

I ran into issues wanting to attach a physical address to my listing (not my home address) as I access a room in another practice on a casual basis for in-person sessions. The main thing Google want to see in this instance is evidence of permanent signage which I was unable to satisfy due to my situation, but thankfully I was able to come up with a suitable resolution. (Get in touch if you need some help with this)

Once you have things setup with Google, work on optimizing your SEO (Search Engine Optimisation) to rank higher in Google searches. Add relevant keywords to your profile and website, like “counsellor near me” or “best therapist in [Melbourne].” These keywords help clients find you when they search for therapy services.

Don’t forget to keep your online presence active by posting updates on your Google Business Profile. Even small updates like availability or new services will help increase your ranking.

While building the business side of your practice is important, it’s just as crucial to keep improving your counselling skills. Keep attending workshops, training, and peer supervision. Developing your therapeutic practice is a long-term investment that will pay off when it comes to client satisfaction and retention.

Focusing on your client relationships and understanding their needs will ultimately be the best marketing tool for your practice. Word-of-mouth referrals will likely become your primary source of new clients, and the more competent and empathetic you are, the more clients will trust you.

A common myth I fell for was thinking social media and my existing network would provide a steady stream of clients. I conducted flyer drops to dozens of local businesses that I already had established relationships with, including medical centres, other health practitioners, gyms, cafes, even hairdressers, barbers and flower shops!

While I have been fortunate to have had a handful of clients through these channels, flyers, business cards and social media marketing is not as immediate or predictable as you might hope (and can be expensive in terms of both time and monetary investment).

Rather than relying too heavily on these methods, again I’ve found that focusing on building an online presence with a professional website and ensuring it’s optimised for search engines has slowly started to gain traction. Social media can be a helpful tool, but don’t put all your eggs in that basket, use it to supplement and spread your reach.

If you’re coming into private practice with a diploma and ACA Level 1 membership, you may find it difficult to access certain positions, especially those that require a Bachelor’s degree or higher. While your qualifications may allow you to practice independently, it’s important to understand what jobs or opportunities may or may not be available to you based on your level of certification.

As you continue to grow in your practice, it’s worth considering whether you’d like to pursue further education or certification, especially if you plan to expand your offerings in the future.

If your intentions are to work for an organisation, it’s worth considering what those roles might look like and do some employment research to understand the requirements they are looking for.

✔️I’ve already mentioned it a number of times, but it’s worth mentioning again: this is going to take a significant time investment to get it to where you’d like it to be.

✔️You are going to need to spend a lot more time on the behind-the-scenes elements than in a client-facing capacity.

✔️Clients will no-show. Even with a booking, they may still ghost you and you may never hear from them again.

✔️Clients will cancel and/or reschedule last minute. You may opt to employ a cancellation/change policy, but enforcing it can be difficult at times.

✔️Client-facing work can be exhausting. (more exhausting than I realised to start with) Proactively taking care of yourself will go a long way to developing the mental and emotional conditioning that comes with the demands of being a mental-health worker.

✔️Your personal and professional boundaries will be tested. It’s important to establish these and be open to them evolving over time. Put the wellbeing of yourself and your loved ones first.

✔️You will feel frustrated, impatient, disappointed, confused, overwhelmed, hopeless, exhausted and a plethora of other difficult emotions. You will also feel proud, excited, hopeful, energised, joyful and optimistic.

✔️The process of setting up a counselling private practice will require a capital investment. Proactively researching initial costs associated with business registration, insurance, professional memberships, web design, room rental, professional development etc can help ease the burden and help with budgeting.

✔️Clients will ask about private health insurance rebates and Mental Health Treatment Plan rebates. Many of us are not in a position to offer such concessions and it can affect prospective client engagement.

✔️For those interested in engaging with the NDIS, I would recommend conducting some proactive research to obtain a comprehensive understanding of the requirements, cost and administrative load of doing so.

✔️You won’t be able to do everything, there’s simply too much initially. Focus on completing one thing at a time, prioritise as effectively as possible and remind yourself on the progress you’re making (even if it doesn’t feel like it at times.)

When you’re starting your practice, it’s essential to keep costs low. Thankfully, there are plenty of free tools available that can help you run your practice smoothly.

For initial setup ideas, document templates, business registration details etc. access the Network of Counsellors in Private Practice (NCPP). The link to do so is provided below and in one of the AIPC emails received upon completion of Module 15 of the Diploma of Counselling course.

The NCPP is a practice-development community which provides coaching through pre-recorded educational lectures/workshops, resources, networks and support.

Visit www.ncpp.community and create an account to register for the Facebook group which provides access to many of the initial setup resources and information you’ll need.

For visibility and professional transparency ensure your profile is up-to-date on the ACA website.

Psychology Today also offer a free 6-month trial membership which may be worth exploring. Setup a professional profile and keep it up-to-date.

Keep your practice simple and avoid paying for unnecessary memberships, courses and software subscriptions until you have a clearer understanding of your needs.

Professional development courses are essential to maintain ACA membership etc. but before getting carried away with expensive courses it’s helpful to know that The Mental Health Academy who partner with the ACA often offer a promotion whereby you can access 500+ ACA approved PD courses via a 30-day trial for $1.

Additionally, platforms like Halaxy are incredibly powerful, but may be overkill initially and limit options to transition to other options further down the line.

Starting and growing your own private practice is no easy feat, but with patience, persistence, and the right tools, you can create a successful, sustainable practice.

Take the time to understand the market, develop your skills, and stay focused on what matters: providing exceptional care to your clients. There will be moments of doubt, times when progress feels slow, and times when you might question whether it’s all worth it. But keep going.

Reach out for support when you need it – whether it’s from mentors, peers, or professional networks. Take the time to develop a plan that’s tailored to your unique vision and goals.

Every step you take, no matter how small, is a step closer to creating the practice you’ve been dreaming of. Your hard work will pay off, and the impact you’ll have on your clients’ lives will make the journey all the more fulfilling.

Stay focused, keep learning, and believe in the process – it’s all part of building something that will last.

The information provided in this blog post is intended for general informational purposes only. While I share my personal experience and insights, this post does not constitute professional advice, and it is not a substitute for seeking guidance from a qualified expert in starting or running a private practice.

Every individual’s journey will be unique, and decisions made based on the information shared in this post are at the reader’s own risk. I am not responsible for any outcomes or consequences resulting from actions taken based on this advice. It is recommended that you seek professional advice and conduct thorough research before making any decisions related to starting a private practice.