Week one
- Confirm your registration or accreditation is current
- Sort your professional indemnity insurance
- Register with the ICO for data protection
- Buy your domain name
Before you start
Registration and insurance
Requirements vary by professional background, so it is worth being precise about which body regulates or accredits you.
Psychologists
HCPC registration is a legal requirement to use the protected title. Your existing registration continues into private practice with nothing separate to apply for. British Psychological Society membership adds professional standing and access to their directory.
Therapists and counsellors
Counselling and psychotherapy are not currently statutorily regulated in the UK, so you can technically practise unregistered. In practice, accreditation with BACP, UKCP or another recognised body is expected by clients, insurers and EAP providers alike. If you are not yet accredited, it is worth understanding the route and working towards it early.
Insurance and data protection
Your own professional indemnity insurance is essential. BACP, BPS and UKCP all offer member cover, and specialist providers are widely used. Make sure the policy covers your modality and any online or telephone work. You will also need to register with the ICO for data protection, since you hold client data.
Where you will work
Many therapists start with a mix of online sessions and rented rooms, hired by the hour through therapy centres, GP practices and wellness spaces. Rates vary by area but room hire is usually modest, and online practice cuts overheads considerably while widening your reach.
On testimonials: BACP's ethical framework advises caution about client testimonials, because of the power dynamic in a therapeutic relationship. Check your own body's guidance before using any. There are other ways to build trust online, and this is one place where the cautious answer is also the professional one.
Getting set up online
Your website and online profile
Mental health is the most trust-sensitive area of healthcare there is. Someone choosing a therapist is making a personal and often vulnerable decision, and your online presence has to communicate safety and fit before they have spoken a word to you.
Your website
Keep it calm, clear and honest. It needs to say who you work with and what difficulties you support, communicate your approach and qualifications, and make the next step easy, whether that is an enquiry, a short consultation or a booking.
Be specific where you can. "I work with adults experiencing anxiety, depression and trauma" is far more useful to a prospective client than "I offer a range of therapeutic approaches", and it also happens to be far easier to rank.
Google Business Profile
Set one up even if you work mostly online, using a service area rather than a home address. Pick the most accurate category. A complete profile that is kept current will noticeably improve local visibility.
Professional directories
The BACP directory, Psychology Today and Counselling Directory are the most used by people looking for a therapist. These sites rank strongly and often appear above individual practitioner websites, so a well-written profile on each is worth real time.
Being found
Local SEO for therapists and psychologists
People searching for a private therapist are usually searching at a particular moment of need. Appearing then, for the right things, matters more than appearing often.
The searches that matter
- "Private therapist" or "counsellor near me" with your town
- Modality searches such as CBT or EMDR with your town
- Difficulty searches: therapist for anxiety, therapist for trauma, with your town
- "Online therapist UK", if you work remotely
- "Private psychologist" with your town, for psychologists
How to improve your visibility
- Put your specialism, modality and location in your page titles and headings
- Write genuinely helpful content about the difficulties you work with, since these pages rank for long-tail searches and signal expertise
- Optimise your directory profiles, because many people find a therapist there rather than through a direct search
- Make your qualifications and accreditations clearly visible
- Handle reviews carefully and within your professional guidance
On Google reviews: confidentiality makes asking clients directly a delicate matter. Some therapists mention it at ending or in a discharge letter. Others rely on supervisees, peer referrers and professional contacts instead. Let your professional body's guidance decide your approach rather than what a marketing article tells you.
A simple plan
Your first 30 days
Roughly ordered by priority. Work through it at a pace that suits you.
Week two
- Website live: Home, About, What I Help With, Fees, Contact
- Google Business Profile set up and verified
- Profiles created or refreshed on BACP, Psychology Today and Counselling Directory
- A secure enquiry form and a clear contact route
Week three
- Check your website copy against your body's marketing guidance
- Write one piece about a difficulty you specialise in
- Tell your professional network you are taking private clients
- Contact GPs, psychiatrists and others who might refer
Week four
- Check where you rank for your main terms
- Review the site on a phone. Is enquiring clear and reassuring?
- Make sure your privacy policy covers your data practices
- Plan a quarter of content, one piece a month is enough
Honest answers
Common questions about going private as a therapist
Do I need to be BACP or UKCP accredited to practise privately?
Legally no, since counselling and psychotherapy are not statutorily regulated in the UK. In practice accreditation strengthens credibility considerably, gives you access to the professional directories, and is often required by EAP providers and insurers. If you are not accredited yet, prioritise it.
How do I handle confidentiality with a public profile?
The same principles apply online as in the room. Do not discuss clients publicly, do not share identifying details, and be careful about how specific any case example on your website is. Your body's ethical framework covers what is appropriate in marketing material.
Can I see clients privately who I currently see in my employed role?
Generally not while they are active clients in that setting, as it raises serious ethical and often contractual problems. If a former client approaches you later, seek supervision and check both your employer's policy and your professional body's guidance before agreeing to anything.
How do I get referrals as a new private practitioner?
A complete profile on BACP or Psychology Today, a well-set-up Google Business Profile, contact with local GPs, word of mouth from colleagues, and organic search through your own website. Building a referral network takes time, and most new practitioners see a mix of directory enquiries and Google searches in the early months.
I am not comfortable with reviews or testimonials. Is that a problem?
Not at all, and your caution is well founded. Clear credentials, a calm professional tone and genuinely useful content build trust perfectly well without them. Plenty of established private practices run entirely this way.