If you’re figuring out how to get more clients through the door, you’ve probably figured out that an excellent reputation is step one. But reputation alone can only get you so far. The next step is showing up where people are searching, giving them enough information, and making it easy to book before they click away to someone else.
The good news is that you probably don’t need a marketing agency or a separate subscription to do this. A lot of what it takes is already available in Jane.
Start with a solid first impression (and a solid website)
Your website is the first thing a prospective client looks at before booking. If it’s out of date, missing your current services, or slow to load, many of them won’t reach out at all. They’ll just keep scrolling.
This isn’t really a website problem. It’s a time problem. Most practice owners don’t have a dedicated person keeping their site current as services change and practitioners join or leave, so updates like these often fall behind. Jane Websites was made to be there when you can’t. It’s a website builder built specifically for health and wellness practices that connects directly to your Jane account and keeps your website up-to-date for you. It syncs your staff profiles, services, specializations, and location information automatically, so when something changes in Jane, it changes on your website too.
And this can make a real difference for new clients. When your practice website stays up-to-date, clients will always have a clear and accurate picture of your practice before they book.
If you want to see what that looks like in practice, you can look to Tricia Wright at Arnica Counselling. The year she switched to Jane Websites and invested in SEO, her practice saw a 55% increase in patient growth. The full story is worth a read: How One Counsellor Used Jane Websites and SEO to Grow Her Business.
Jane Websites can be added on to any Jane plan. Learn more about Jane Websites.
Nearly 1 in 5 appointments are booked after hours. How do you show up for them?
Jane’s own research shows that nearly 20% of appointments are booked after hours or on weekends. That’s a meaningful number of clients trying to reach you when no one’s there to pick up.
Online booking solves that, but it also opens up a new marketing surface. Your online booking page is where clients read about your practitioners, review your services, and decide whether they want to trust you with their care. A well-set-up booking page, with clear service descriptions, a good photo, and an outcome-focused bio, does a lot of that convincing on your behalf.
Jane’s online booking lets clients schedule sessions 24 hours a day from your website, your Google Business Profile, or anywhere else you share your booking link. You control which services are available, which practitioners appear, what information clients provide, and how the page is branded.
Online booking is available on Jane’s Practice and Thrive plans. Learn more about Jane’s online booking.
Your Google listing is already getting traffic. Are you capturing it?
Most clients start looking for a therapist or counsellor on Google. If your listing shows up but there’s no clear next step, you’re asking a person who might already be in a difficult moment to figure out what to do with that information. Most won’t.
Reserve with Google is an integration between Jane and your Google Business Profile. Once enabled, it adds a “Book Now” button to your practice’s listing on Google Search and Google Maps. When a client clicks it, they’re taken directly to your Jane online booking page.
Your services and practitioners also appear on the listing itself, synced from Jane, so clients see what you offer before they even click through.
Since launching in December 2024, over 3.6 million appointments have been booked through Jane’s Reserve with Google integration. Nearly 500,000 of those were first-time client bookings.
That’s a lot of clinics shortening the distance between “I found you on Google” and “I booked an appointment.”
Reserve with Google is available on Jane’s Practice and Thrive plans, at no additional cost. Learn more about Reserve with Google.
Reviews don’t build themselves, and clients are checking
Most practitioners know reviews matter. Fewer have a consistent way to actually collect them. Jane’s Ratings and Reviews feature sends clients an automated survey after their session. With your permission, their responses can be directed toward your Google Business Profile. Done consistently, this builds the visible credibility that new clients are looking for before they commit.
A quick note on regulations: Rules around client testimonials and reviews vary by jurisdiction and professional regulatory body. Always confirm the rules for your practice before enabling client-facing reviews. Jane’s Ratings and Reviews FAQ has more detail on regulations around publicly marketing client testimonials online, depending on your region.
Ratings and Reviews is available on Jane’s Thrive plan. Learn more about Ratings and Reviews.
What it looks like when these tools work together
Picture a Tuesday afternoon. A client in your city searches for a therapist on Google. She checks your website to understand who you are, and finds all the current information about your services and your team. Back in Google search, your listing appears with a direct booking button and your services listed underneath. She clicks “Book Now,” lands on your booking page, picks a specialization that matches what she’s dealing with, and books.
Three days after her session, she gets a short survey. She leaves a four-star review on your Google profile. The next person searching finds that review.
You didn’t do anything that day except show up consistently in the right places. That’s the point. These features don’t replace good care or word-of-mouth. They make sure that when someone goes looking for you, they find enough to feel good about reaching out.
If you want to go deeper
The features covered here are a starting point. If you’re thinking more broadly about how to choose the right marketing approach for your practice, this Front Desk Digital article dives into what actually worked for 7 different practice owners.
And if you’re more interested in how Jane’s marketing features would work for your specific setup, you can book a demo and a member of our team can walk you through it.
FAQ
What does marketing for therapists actually look like in practice?
The most effective steps are often the least visible: a current, easy-to-navigate website, a Google listing with a direct booking button, an online booking process that communicates your approach, and a consistent way to collect client feedback. These are things prospective clients encounter before they ever contact you, and do more work than most practitioners realize.
How do I get more therapy clients without feeling like I’m selling myself?
The tools that help most don’t require self-promotion. A well-set-up website with clear service descriptions, an online booking page that communicates how you work, and a steady stream of honest reviews all build credibility without requiring you to market in a way that feels out of place. Jane’s built-in features handle the setup.
How do I market a therapy practice with a small budget?
Start with what’s already available. If you’re on Jane, online booking, Reserve with Google, and a well-set-up Google Business Profile are all within reach. Jane Websites handles your website automatically for $59/month. These steps are the foundation before any paid marketing makes sense.
Are there restrictions on collecting reviews as a mental health practitioner?
Yes, and they vary. Professional regulatory bodies in different jurisdictions have different rules about client testimonials and how feedback can be solicited and displayed. Before enabling Ratings and Reviews, check the guidelines that apply to your credential and location. For example, the CRPO (College of Registered Psychotherapists of Ontario) has a dedicated published resource page on this exact topic. You can also find Jane’s Ratings and Reviews FAQ for a breakdown of different regulatory bodies in Canada, and links to learn more about regulations around publicly marketing client testimonials online.
Can therapists use Reserve with Google?
Yes. Reserve with Google is available to Jane customers on Practice and Thrive plans. It adds a direct booking button to your Google Search and Maps listing, making it easier for people searching for therapy in your area to book with you directly.
What’s the difference between a booking page and a website for a therapy practice?
Your booking page lets clients select a service, read about your approach, and complete intake forms to confirm an appointment. Your website provides the fuller picture: your background, your modalities, your values, and the information someone needs to decide whether to reach out. Both matter, and both connect automatically when you’re using Jane Websites and online booking together.