MHM#53 The Private Practice Lag: Why the Best Time to Start Is Always Now
Nov 17, 2025Sometimes the therapists I work with worry that they might not feel fully prepared for a surge of new clients, imagining that once they begin marketing, they’ll suddenly find themselves overwhelmed.
I wish marketing worked that quickly.
But there’s always a gap between action and results, which I call the therapy practice marketing lags.
Marketing Lag #1: The time between marketing activity and results
In the early stages of building your practice, much of the work is laying foundations. This includes:
- getting clear on who your ideal clients are and what they’re struggling with
- creating or updating your website so it connects and builds trust
- making sure your branding and website visually resonate with your ideal clients
This work takes time, but it’s what sets your marketing up for long-term success.
Then, once you’re ready to build awareness, the next layer of marketing takes time too. For example:
- SEO often takes months to show meaningful results
- Google Ads generally need 2–3 months to optimise
- Instagram growth with the right followers isn’t overnight. It’s about building a real, engaged audience who eventually become clients
- Referrer relationships need time to develop. Your referrers need to know who you help, trust that you can support their clients, and then actually have someone in mind to send your way
Marketing isn’t like turning on a tap. You don’t post on Instagram today and fill your caseload next week. It takes time for your work to compound, and just like therapy, the transformation happens gradually.
Marketing Lag #2: The client decision-making journey
According to LIVIN.org, "On average, it takes 8 years for someone to seek support, and still, about 55% of those with mental health issues receive no professional help." The timeframe would no doubt vary depending on what someone needs support with, but there’s always a consideration period.
People take time to decide whether they’re ready for therapy and who they want to work with.
Someone might discover you today, but sit with the idea for months.
That’s why consistent long-term marketing is essential. Your Instagram posts and blogs maintain awareness and build trust so that when someone is ready, whether it’s in 3 months, 12 months or 3 years, there’s a high chance they’ll choose you.
When you show up consistently, you stay on the radar of people who are slowly moving from contemplation towards action. This is why even small, consistent marketing efforts create big shifts over time. Even just one social media post a week, or one blog article a month, that speaks directly to your ideal clients.
Why starting now gives you the best chance of a full, steady caseload later
If you want a full private practice in six or twelve months, the most reliable way to get there is to begin now.
Everything you do today shapes your caseload months from now.
We can’t remove the lags entirely, but we can shorten them by following a clear, proven pathway.
That’s why I created Marketing School for Solo Therapists.
My goal when I created Marketing School was to create the most helpful and easy-to-follow, but also the most comprehensive program for solo therapists wanting to get more clients and create a long-term thriving private practice.
By enroling now, you’ll be able to start the foundation work so you can hit the ground running in 2026 and move towards your appointment goals for next year.
Marketing School includes online lessons, group coaching, implementation workshops, and lots of time with me. And if you enrol by 21 November, you’ll also receive 3 individual mentoring sessions.
