How to Start and Grow Your Private Counselling Practice
I’m Shaun Williams, the founder of Bent Couch, a practice that supports the mental health and well-being of men and LGBTQ individuals. My journey into private practice began in 2022 after years of working in healthcare and navigating my own life challenges, including coming out later in life. These experiences shaped my passion for helping others, but starting my own counselling business wasn’t without lots and lots of hurdles. It’s a path that has tested me, taught me resilience, and given me the privilege of making a meaningful difference in people’s lives.
This article reflects on my journey of establishing a counselling business from its inception. It’s not just a list of challenges and solutions; it’s a glimpse into the reality of what it takes to step into private practice. I hope these insights resonate with you and inspire you to embark on this journey.
The article ends with a link to contact me to continue this learning journey. Consider it part of your networking opportunities and a chance to learn with others passionate about counselling.
Building a Client Base: The Lifeblood of a Practice
When I first started, the biggest question I faced was, “How will I find clients?” Like many new counsellors, I quickly realised that being skilled at counselling wasn’t enough. Marketing, networking, and promoting my services were also crucial but time-consuming.
Attracting clients requires patience and persistence. I began by creating a website that clearly reflected my values and specialisations. Was my first website successful? Well, no, it wasn’t. I paid $600 for it and hoped people would just find it. Realising that a webpage doesn’t just magically appear in front of my niche and that I need to concentrate on SEO (Search Engine Optimisation) was a steep learning curve. Eventually, working with a professional team and a web developer who understood my needs helped me connect with the people I wanted to reach and those who needed support in areas like anxiety, burnout, and connection.
Social media significantly transformed my approach. Sharing tips, insights, and updates on platforms like Instagram and Facebook allowed me to build trust and engage with potential clients. For those starting out, I recommend finding a platform where you feel comfortable and posting regularly.
I also reached out to local community groups and organisations. Partnering with groups that share your values can be a powerful way to build connections and expand your reach. For me, working with LGBTQ organisations not only brought in clients but also reinforced my commitment to creating a safe and inclusive space.
Financial Uncertainty: Planning for Stability
One of the hardest parts of starting a counselling practice is navigating financial uncertainty. When I launched my business, I had no idea what my income would look like month to month. Although the uncertainty was daunting, I discovered that meticulous planning is crucial.
I sat down with a spreadsheet and calculated how many clients I needed to see each week to cover my expenses. I also factored in time for professional development, networking, and the inevitable quiet periods. This helped me set realistic goals and track my progress.
Starting small can help. If renting a physical space feels too expensive at first, consider offering online sessions. Online counselling isn’t just cost-effective; it’s also more accessible for many clients, especially those in rural or remote areas.
Professional advice was invaluable. An accountant helped me structure my finances, and I leaned on resources from counselling associations to ensure I was on the right track. Remember, you don’t have to figure everything out on your own; seeking guidance is a sign of strength, not weakness.
Overcoming Self-Doubt and Imposter Syndrome
Even after years of training, self-doubt can creep in. I remember sitting in my home office after my first few sessions, wondering, “Am I good enough?” Imposter syndrome is something many counsellors face, especially when starting out.
I’ve learnt that the best way to combat self-doubt is to focus on growth. Investing in ongoing training keeps your skills sharp and boosts your confidence. Joining peer supervision groups is also incredibly helpful. Talking to others in the same boat reminds you that you’re not alone, and it’s okay to feel unsure at times.
It’s also important to celebrate small wins. A kind email from a client, a breakthrough in a session, or even the courage to step outside your comfort zone—all these moments matter. Recognising your progress helps quieten the inner critic and reinforces your value as a counsellor.
Juggling Therapy and Administration
Running a counselling business isn’t just about helping clients; it’s also about managing the behind-the-scenes tasks that keep everything running smoothly. Scheduling, invoicing, record-keeping, and compliance with ethical guidelines can quickly become overwhelming if you don’t have systems in place.
For me, technology was a lifesaver. Booking software, secure note-taking apps, and automated invoicing streamlined my workflow and freed up time for what really matters: supporting my clients. If you’re not tech-savvy, don’t worry. Numerous user-friendly options are available, and numerous tutorials are available to assist you in starting. I use Zanda (previously called Power Diary) for my client bookings, and though it costs a few extra dollars a month, I enjoy how quick and adaptable it is for me.
Another lesson I’ve learnt is the importance of boundaries. It’s tempting to check emails late at night or squeeze in extra appointments, but this can lead to burnout. Maintaining clear working hours is crucial to your health and sanity.
The Rewards of the Work
Despite the challenges, running my own counselling business has been one of the most fulfilling experiences of my life. Every time a client expresses gratitude for helping them see things differently or suggests ways to improve from our discussions, it reminds me why I chose this path.
The ability to create a practice that aligns with my values is something I cherish. I’ve built a space that prioritises inclusivity, authenticity, and connection, and that freedom is incredibly empowering.
Beyond the professional rewards, this journey has also shaped me personally. It’s taught me resilience, humility, and the power of human connection. I’ve grown alongside my clients, and for that, I’m deeply grateful.
Advice for Aspiring Counsellors
If you’re considering starting your own counselling business, here are a few tips I wish I’d known at the beginning:
Start with Your Why: Be clear about your reasons for pursuing this path. Your passion and purpose will keep you going during tough times.
Invest in Visibility: Don’t underestimate the importance of marketing. A professional website, SEO, and an active social media presence can make a huge difference.
Consider the long term: Establishing a sustainable practice requires a significant amount of time. Be patient with yourself and trust the process.
Find Your Tribe: Surround yourself with supportive peers, mentors, and supervisors. A strong network can make all the difference.
Celebrate Every Step: Whether it’s signing your first client or completing a training course, take time to acknowledge your progress.
Final Thoughts
Besides building a business, this journey has been about living authentically and helping others do the same. If you're prepared to embark on this journey, understand that every step will be worthwhile, but it will require dedication and there will be challenging days.
Finally, if you are interested, I encourage you to join the Bent Couch mailing list; you’ll get access to future training opportunities, tips, and also resources that can help make the process of starting your own private practice smoother and more rewarding. Simply indicate in the comment section of the contact form that you are interested in future training opportunities for counsellors, and I will promptly notify you when I conduct the next training session.
In these online sessions, you will gain extensive knowledge about managing your own counselling business from someone who has made many mistakes along the way. You will also learn about marketing strategies and some of the enjoyable things I do to exceed client expectations when running my own private practice. The online sessions are fun and interactive, and I truly love meeting and sharing my tips with the community of future counsellors.
Shaun
