The Grow Your Private Practice Show

What if the reason marketing feels so hard… is because you’ve been trying to do it in a way that doesn’t actually fit you?
Because so many counsellors believe they need to be:
Louder
More visible
More confident online
Or constantly “performing” in order to grow their practice

And this conversation goes in a very different direction.
This week, I’m joined by the fabulous Melitta Campbell, award-winning business coach, TEDx speaker, and author of Value Whispering.
We talk about the kind of marketing that feels more human, more relationship-driven, and far more sustainable for people who don’t want to spend their lives trying to be the loudest person online.
There’s also a really interesting part of the conversation where we accidentally drift into talking about sales… and why counsellors may already be far better at those conversations than they realise.
This episode is for you if:
Marketing leaves you drained
You’ve ever thought ‘I’m just bad at visibility’
Social media feels performative
You worry about sounding salesy
Or you’ve been trying to force yourself into strategies that simply don’t feel like you.

Links & Resources
Melitta’s free chapter of Value Whispering
The Art of Value Whispering podcast
Melitta Campbell website
Connect on LinkedIn

There are some blogs you sit down and plan, and then there are the ones that keep coming back when you’re trying to switch off.
This episode is about one of those.
It started with something I kept noticing about counsellors, and the more I saw it, the harder it became to ignore. Not just what people were struggling with, but what they were making it mean about themselves… and how much weight that was carrying.
I didn’t set out to write a blog about it. I just found myself wanting to say something to those people.
This is about what happened next, and why I nearly didn’t share it.
🔗 The open letters I mentioned
If you want to see the kind of blogs I’m talking about, these are the ones that came from moments like that:
An open letter to therapists with mental health issues
An open letter to new counsellors and therapists
An open letter to the counsellor who’s finding marketing hard
Dear Santa
🌱 Want to try writing one?
This month’s Framework First walks you through exactly how to write this kind of blog, step by step: Framework First Blogging Method
👋 New here?
If this is the first time you’ve come across my work, this is the best place to start: Start Here

If you’ve come across terms like E-E-A-T or YMYL recently and thought…
“I feel like I should know what that means…”
You’re definitely not alone.
In this episode, I’m joined by Theo Ruby - someone I’ve worked with for years and regularly refer people to when they need help with the tech and SEO side of their website.
We’re talking about what’s actually changing when it comes to Google… and why, for once, it’s actually good news for counsellors.
What we cover in this episode
We talk about:
What E-E-A-T actually means (in plain English)
What YMYL is and why counselling websites are treated differently
Why this isn’t about learning a whole new strategy
How to make small changes that can make a big difference
Why your experience matters more than ever
How to use AI without losing your voice
What Google is really looking for (and what it’s starting to ignore)

Why this matters
This isn’t about trying to “keep up with SEO.”
It’s about something much simpler.
👉 helping the right people find you
👉 helping them recognise themselves in what you write
👉 and making it easier for them to feel confident reaching out
And actually…
Most counsellors are already doing parts of this.
It’s just about being a bit more intentional with it.
A simple example we talk about
Instead of writing:
“Anxiety can be managed using…”
You might say:
“In my work with clients, I’ve found…”
Same idea but now you’re showing:
Your experience
Your understanding
How you actually work

And that’s exactly the kind of thing Google is starting to prioritise.
One key takeaway
This is the bit I really want you to take away:
You don’t need to:
Write more
Sound more “professional”
Or become an SEO expert

You just need to:
👉 show more of what you already bring to your work
Helpful links
Theo’s guide to E-E-A-T: EEAT for Therapists: A Practical Guide to E-E-A-T and YMYL
Join our FREE live workshop with myself and Theo on 14th May : Make Your Private Practice Website Stand Out Online

About Theo Ruby
Theo Ruby has spent 8 years working exclusively with private practice owners across the UK. He helps therapists, counsellors, and hypnotherapists attract the right clients through SEO, website design, and digital marketing.
Theo knows the mental health sector well. He understands why generic marketing advice rarely fits a private practice, and he builds his work around the specific needs of each practitioner. Having supported hundreds of practice owners, he brings grounded, practical experience to every project. His approach is clear, straightforward, and focused on results that matter. Find out more at theoruby.com.

There are a few things I see on counselling websites all the time.
They’re not big, obvious mistakes. In fact, they’re usually things you’ve added because you’re trying to do things properly - be clear, professional, and helpful.
But the way they show up can quietly change how your website feels to someone who’s already unsure about reaching out.
And that small shift?
It can be enough to make someone hesitate… or leave.
In this episode, I’m talking through three of the most common things I see - the kind that don’t look like a problem on the surface, but can make your website feel heavier, more formal, or just a bit harder to connect with.
If your counselling website isn’t bringing in as many enquiries as you’d expect, there’s a good chance one of these is sitting there.
What we touch on:
The kind of wording that can make your website feel more “official” than you intended
Why timing matters just as much as what you say
A small shift that can change how safe your website feels to a potential client

Mentioned in this episode:
I’ve been exploring this idea a bit more here - how trying to say too much on your counselling website can actually get in the way:
👉 Why your counselling website might be trying to do too much
If this has you thinking about your own website…
If it feels like something’s not quite landing , like you’re saying all the “right” things but it’s still not connecting - this is exactly what we work through inside Write Your Homepage.
We take everything that’s currently a bit muddled and turn it into something clear. Clear enough that the right person lands on your page and thinks, ‘that’s me’.

With love,
Jane xx

How do you feel when you hear the word 'niche'?
Because for a lot of counsellors, that’s the moment things start to feel… harder.
What sounds simple on the surface can quickly turn into overthinking, second-guessing, and feeling like you need to get it 'right'.
And that can be where everything stalls.
So ithis episode, I’m sharing something I’ve noticed over the years, and why I’ve stopped using the word 'niche' altogether.
Because the problem isn’t always what we think it is.
Inside this episode:
Why this one word can stop people in their tracks
What’s really going on underneath the hesitation
The shift that changes how your marketing starts to land
A different way to think about who you want to work with

If this sounds familiar…
If you’ve ever found yourself going round in circles trying to 'figure out your niche', this episode might give you a different way of looking at it.
✍️ Want help putting this into words?
If you’d like support getting clear on who you love working with and turning that into something that actually connects with clients, check out Write Your Homepage
🔗 Links:
Read the blog version
Explore more resources

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Links & next steps
If this episode has you thinking, “oh… this feels different… this feels possible”… then this is exactly the work we do together.
My Write Your Homepage session is where we take all those thoughts swirling around your head and shape them into something clear, honest, and recognisable to the right clients.
Because you don’t need to become someone else to make your marketing work.
You just need help putting into words what you already know (even if it doesn’t feel like it yet).
👉 Take a look and see if it feels like the right next step
And if you’re not quite ready for that, that’s completely okay.
Start here instead