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Having a strong online presence is crucial for any mental health company in 2024. And if you want to fill every caseload in your practice, you’ll need some form of paid advertising.
That’s where effective Facebook ads come in.
However, ads are only as effective as the amount of clicks and conversions they get.
To that end, it’s important to optimize your ads’ call-to-action buttons. Choosing the right CTA option for your Facebook ads can increase engagement significantly.
CTA buttons play a pivotal role in guiding your audience toward taking specific actions that align with your campaign goals.
Why Facebook Ads are Crucial for Mental Health Companies
Facebook ads provide mental health companies like yours with a powerful tool to connect with individuals seeking support and information.
Here’s why Facebook ads are indispensable:
Targeted Reach: Facebook’s advanced targeting options allow mental health companies to reach specific demographics. This ensures that your ads are seen by those who are most likely to benefit from your services.
Cost-Effective: This is particularly beneficial for mental health organizations that may have limited marketing budgets. With effective Facebook Advertising, you can acquire new clients for a few hundred dollars. If the average client stays with you for 4+ months, it’s well worth the investment.
Engagement and Interaction: Facebook ads are not just about visibility; they also enable interaction. Users can comment, share, and like ads, creating a community around your services and increasing engagement.
Measurable Results: Facebook’s analytics tools provide detailed insights into ad performance, allowing your clinic to measure the effectiveness of its campaigns and make data-driven decisions.
The right CTA can significantly enhance these benefits by guiding potential clients through their journey. That’s true whether they’re seeking more information, ready to book a session, or looking to sign up for a newsletter.
Understanding Facebook Call to Action Buttons
Call to Action (CTA) buttons are essential components of Facebook ads. They are designed to prompt users to take specific actions that align with your campaign objectives.
Here’s a closer look at what they are and how they work:
What Are CTA Buttons? CTA buttons are interactive elements that encourage users to engage with your ad in a meaningful way. They are prominently displayed and designed to stand out from the rest of the content, making it easy for users to take the next step.
How Do CTA Buttons Work? When users click on a CTA button, they are directed to a specific destination, such as a booking page, a contact form, or a video. This direct path helps reduce friction in the user journey, increasing the likelihood of conversion.
Why Are CTA Buttons Important? Increased Conversion Rates: By providing a clear and direct action for users to take, CTA buttons help increase conversion rates. Whether it’s booking a session or signing up for a newsletter, a well-placed CTA can significantly boost your campaign’s effectiveness. Enhanced User Experience: CTA buttons simplify the decision-making process for users. Instead of leaving them to figure out the next step, the CTA provides a clear path, enhancing their overall experience. Measurable Impact: The performance of CTA buttons can be tracked and measured, providing valuable insights into user behavior and the effectiveness of your ads. This data can inform future ad strategies and optimizations.
Understanding the role and functionality of CTA buttons is the first step towards leveraging them effectively.
Now let’s look at some specific options.
Best Facebook Ads CTA Options for Mental Health Clinics
Selecting the appropriate Call to Action (CTA) button can significantly impact the success of your Facebook ads campaign. Here are the best CTA options for mental health companies, tailored to various goals and audience needs:
Book Now
This CTA is perfect for mental health professionals offering appointments. It targets users ready to schedule a session.
Ideal for: Therapy sessions and consultations.
How to Use: Redirect visitors to a scheduling app, your website’s booking page, or a reservation chatbot.
Contact Us
Use this CTA to encourage inquiries from those who need additional details before committing to your service.
Ideal for: Potential clients needing more information.
How to Use: Link to contact forms, live chat, or clickable phone numbers.
Sign Up
This CTA helps capture leads through newsletters, webinars, or support groups.
Ideal for: Growing your email list or user base.
How to Use: Offer incentives like free resources in exchange for sign-ups.
Learn More
This is a great awareness-stage CTA. Use it for prospects who can be nurtured into becoming a paying client for your clinic.
Ideal for: Providing detailed information about services and programs.
How to Use: Direct to landing pages with comprehensive details about your services.
Watch Video
Engage users with educational videos, client testimonials, or webinars.
Ideal for: Sharing informative content about mental health topics.
How to Use: Link to videos that offer valuable insights into your services or mental health topics.
Donate Now
This CTA is designed to encourage immediate donations to support your cause.
Ideal For: Non-profit mental health organizations or crowdfunding.
How to Use: Enable direct donations through the Facebook platform.
Tips for Choosing the Right CTA for Your Facebook Ad
Choosing the right Call to Action (CTA) is crucial for the success of your Facebook ads campaign.
Here are some tips to help you make the best choice for your clinic:
Assess the Stage of the Client’s Journey
We come into contact with potential clients at various times. They may be at the point where they’re knowledgeable about mental health and are ready to start therapy. Or they may be brand new.
Here’s an explanation of each stage, and which CTAs we’d recommend for each.
Awareness Stage: If your audience is in the awareness stage, they might not be ready to make an immediate commitment. They are more likely to look for basic information. Use CTAs like “Learn More” or “Watch Video” to provide additional information.
Consideration Stage: These are prospects who are considering their options and who are somewhat likely to join therapy soon. For those considering mental health services, use “Contact Us” or “Sign Up” to engage them further and provide more personalized information.
Decision Stage: When your audience is ready to take action, “Book Now” or “Donate Now” can prompt immediate responses.
Matching your CTA with the client’s stage of readiness is crucial for creating ads that convert.
Match CTA Options to Your Campaign Goals
Another way to choose the right Facebook ads CTA option is to look at your own goals.
Lead Generation: Use “Sign Up” to grow your email list or “Contact Us” for inquiries.
Sales and Appointments: “Book Now” is ideal for scheduling therapy sessions.
Awareness and Education: “Learn More” and “Watch Video” are great for educating your audience about mental health topics.
Fundraising: “Donate Now” works well for non-profit organizations seeking support.
This ties in with the section above about considering your client’s journey stage. You’ve likely done this implicitly (if not explicitly) when choosing your campaign goals.
All that’s left is to pick the right CTA option and make it live, then see the results.
Test Different CTAs
We’d be remiss if we didn’t mention the importance of testing your CTAs. Just like every other part of an ad, from headline to copy to visuals, testing your CTA choice is paramount.
A/B Testing: Experiment with different CTAs to see which one resonates best with your audience. Test variations from those that Facebook allows.
Monitor Performance: Use Facebook’s analytics tools to track the performance of each CTA. Adjust your strategy based on what works best.
By carefully selecting and testing your CTAs, you can ensure that your Facebook ads effectively guide your audience through their journey, from awareness to action. This will help fill your clinic with great clients.
How to Add a Facebook Ad Call to Action Button
Adding a Call to Action (CTA) button to your Facebook ads can significantly improve engagement and conversions.
Before You Begin
Campaign Objectives: The list of CTA buttons you can select varies based on your campaign objective. Use the Ads guide to learn which buttons are available for each ad format.
Instant Experience: Note that you cannot add a CTA button to ads using Instant Experience, as this format is optimized for mobile and does not support desktop views.
Step-by-Step Guide
1. Open Meta Ads Manager on your browser.
2. Start by clicking the “Create” button to set up a new ad campaign.
3. Select a campaign objective that aligns with your business goals. Click “Continue” to proceed.
4. Define your target audience, choose where your ads will appear, set your budget, and schedule your campaign. Click “Next” to continue.
5. Choose the Facebook Page and optionally the Instagram account that will represent your ad.
6. Select the format for your ad. Note that Collection and Instant Experience formats are not compatible with CTA buttons.
7. Upload your visual content and add the ad copy.
8. Select the CTA that best fits your campaign objective from the “Call to action” dropdown menu. You will see a preview of the CTA button on your ad.
Additional Requirements: If your objective is awareness, click “Add a destination” and select “Website” to reveal the “Call to action” dropdown menu. To use the “Donate now” button, ensure your charitable organization is enrolled with Facebook Payments.
9. Once you’ve configured your ad, click “Publish” to finish. Your ad will start running, and people who see the ad can click the CTA button.
Now let’s look at some real-world uses of different Facebook ads CTA options.
Successful Facebook CTA Buttons
Examining real-world examples can provide valuable insights into how mental health companies successfully use Facebook ads with various CTAs.
Here are a few case studies that highlight different approaches.
“Learn More”: Tides Mental Health
Tides Mental Health chose the CTA option “learn more.” This makes sense because they are trying to bring in first time therapy clients for their couples therapy service.
“Learn more” aligns with the stage of the potential client’s awareness. And the results have been great – they got 11,895 impressions on their ads.
If you want to attract prospects who are brand new to therapy, consider using “learn more” as your CTA option.
“Contact Us”: Ellie Mental Health
Ellie Mental Health chose the CTA option “Contact Us” for their Facebook ads. This was an effective strategy for a growing mental health franchise aiming to connect with potential clients who needed more information before making a decision.
By using the “Contact Us” CTA, Ellie Mental Health successfully facilitated direct communication with potential clients, addressing their questions and concerns, and guiding them toward scheduling appointments. This CTA option proved effective in building trust and increasing client engagement.
If you want to engage prospects who need more information before making a decision, consider using “Contact Us” as your CTA option in your Facebook ads.
“Donate Now”: NAMI Mental Health
NAMI Mental Health chose the CTA option “Donate Now” to support their fundraising efforts for various mental health initiatives. This CTA was an excellent fit for their campaign as it targeted individuals ready to contribute to a cause they believe in.
The “Donate Now” CTA was utilized in their Facebook ads to directly prompt users to contribute financially. This approach targeted users who were already aware of the importance of mental health support and were ready to make a donation.
If your goal is to raise funds and encourage immediate donations for your mental health initiatives, consider using “Donate Now” as your CTA option in your Facebook ads.
Final Thoughts on Call-to-Action Button Options
Selecting the right CTA for your Facebook ads is crucial for maximizing conversions and achieving your campaign goals.
By understanding your audience’s needs and aligning your CTA with their stage in the decision-making process, you can guide them toward taking meaningful actions.
Whether it’s booking a session, learning more about your services, or making a donation, the right CTA can significantly enhance your ad performance.
If you’re ready to boost your mental health company’s reach and engagement through effective Facebook ads, we’re here to help. Contact us today for a free growth plan and identify the perfect CTA option for your audience.
A landing page is where someone “lands” after clicking your ad.
If your ad gets people into the door, your landing page is the salesman who closes the deal.
The purpose of a landing page is to get ad clickers into your offer. An effective landing page explains your service or offer, and entices people to give their information, make a purchase, or schedule a consultation.
Without a landing page, you’d be limited to lead-capture ads for your email marketing. But with landing pages, you can convert interested people into clients for your clinic right away.
Now, not all who see your landing page will take the next step. That’s why you’ll need to use A/B testing to improve the conversions on your landing pages. More on that later.
Basic Process to Create a Facebook Landing Page
Creating an effective Facebook landing page for mental health services involves several key steps and considerations. These will help to maximize engagement and conversions. Here’s a detailed breakdown:
Copywriting
The copywriting on your landing page plays a crucial role in communicating your message clearly and persuasively. It should resonate with your target audience’s pain points, convey the benefits of your services, and encourage them to take action. Copywriting is designed to get readers to take the next step, as distinguished from content writing which is mostly informational. Here are some tips:
Understand Your Audience: Research and identify your target audience’s demographics, psychographics, and specific needs related to mental health services.
Craft Compelling Headlines: Create attention-grabbing headlines that address a common challenge or desire your audience has. Try writing 25 or more headlines in one sitting, then coming back later to choose the best one. Use a tool like this headline analyzer from Monster Insights to guide you.
Be Clear: Avoid jargon and complex language. Clearly explain what you offer and how it solves your audience’s problems. Explain any modalities your team uses in short, basic language.
Highlight Benefits: Focus on the benefits of your services rather than just the nuts-and-bolts features. Explain how your services can improve their lives or alleviate their concerns. Show anonymous testimonials if possible, or add a Google Business Profile review star widget.
Create a Strong Call to Action (CTA): Clearly state what action you want visitors to take. This can be something like “Schedule a consultation,” “Download our free guide,” or “call now”.
Visual Design
Visual design enhances the appeal and usability of your landing page, making it more engaging and easier to navigate for visitors. The safest bet for your landing pages is a clear, uncluttered design. Here are some practical tips you can use today.
Maintain Consistent Branding: Use colors, fonts, and imagery that align with your clinic’s brand identity. Just ensure that the colors have enough contrast with each other and the font size is large enough. Both contribute to the ease of engaging with your landing page.
Keep it Clean and Organized: Avoid clutter. Use whitespace effectively to guide visitors’ attention to key elements. Break up big paragraphs of text into individual lines.
Use High-Quality Images: Use relevant and professional images that resonate with your target audience. Avoid stock photos that may convey genericness.
Consider Video Content: Incorporate videos that explain your services, showcase testimonials, or provide valuable information. See if your favorite clients would be willing to talk at length about your services and share their story to a wider audience.
Optimize for Mobile: Ensure your landing page is responsive and looks good on mobile devices, as many (most) users will access it from smartphones or tablets. People on Facebook are very likely to be scrolling their feeds on their phones. So optimize for mobile first.
Video Creation
Videos can significantly increase engagement and convey complex information more effectively than text alone. Video engages users who are visual and auditory learners. And they put a face to your clinic, making your clinic feel more approachable. Here are some video creation tips:
Identify Video Content: Determine the type of video that will best serve your goals. This can look like an introductory video, client testimonials, or service demonstration.
Script Writing: Plan your video script to ensure it communicates your message clearly and concisely. Exchange $3 words for $1 alternatives – making the information more digestible and thus effective.
Professional Production: Consider hiring a professional videographer or using high-quality equipment for production.
Embedding on Landing Page: Integrate videos seamlessly into your landing page to enhance engagement and convey credibility.
Adding CTAs
Effective CTAs guide visitors toward the desired action and are critical for converting clicks into leads or clients. You want to have multiple CTAs on your landing page. It’s essential to have at least one CTA “above the fold” and one at the bottom of your landing page. Here are some great tips for CTAs:
Placement: Position CTAs strategically throughout your landing page, including prominently near the top and bottom. All users will see the CTA at the top, and most will scroll all the way down the page and see the bottom CTA. This helps capture people where they’re at.
Clarity and Urgency: Use clear and actionable language for your CTAs. Try “Sign Up Now,” “Book My Consultation,” or “Get Started Today” to prompt immediate action. Experiment with different CTAs to see what works best for your services, demographics, and area.
Design: Make CTAs visually appealing with contrasting colors and clear buttons that stand out.
A/B Testing: Test different variations of CTAs to determine which ones generate the highest conversion rates.
Importance of A/B Testing for Optimization
A/B testing (or split testing) allows you to experiment with different elements of your landing page to identify the most effective combination for achieving your conversion goals. Here are some best practices:
Identify Variables: Test different headlines, images, CTAs, layouts, and other elements to see which ones resonate best with your audience. Always test the headline first, as that’s the first thing to grab attention. Then test your images, CTAs, and other elements.
Set Up Tests: Use A/B testing tools provided by platforms like Google Optimize, Unbounce, or Facebook Ads Manager to set up experiments.
Monitor Results: Track metrics such as conversion rates, bounce rates, and time on page to evaluate the performance of each variation.
Iterate and Improve: Based on the results, implement changes to continuously optimize your landing page. You should see your performance improve over time.
By following these steps and emphasizing the importance of continuous optimization through A/B testing, your mental health or behavioral health clinic can create compelling Facebook landing pages. They will effectively attract and convert visitors into clients.
Each element—copywriting, visual design, video content, CTAs, and A/B testing—plays a crucial role in maximizing the impact of your Facebook ad campaigns. Adjusting and refining these elements based on data-driven insights will help improve overall conversion rates and drive success in your marketing efforts.
Now let’s look at some examples.
Facebook Landing Page Examples for Mental Health
Here are 5 examples of landing pages for mental health. You’ll find some commentary on what works and how they can be improved.
You can see that they want your email in exchange for a free webinar about quitting porn, something their target audience struggles to do.
The headline works because it speaks to the frustration and challenge that many viewers may feel.
The bullet points sum up some of the actions that may have proven unhelpful for viewers, further enticing them to sign up.
Lastly, the sign up form contrasts with the background and stands out, urging people to sign up.
Where this landing page could improve is in the writing, presentation, and testimonials.
The writing seems a little bland and is in a small font, making it hard to read. Plus, research shows that white text on a black background is the worst in terms of readability.
People just aren’t used to it like they are black text on a white background.
Finally, the author claims to have helped over 2,000 men overcome their struggles with porn. Where are the testimonials?
I’m not doubting him at all, just pointing out a huge missed opportunity. Using client testimonials will convince others to sign up much more than anything you could say.
Better U Care
A great landing page example comes from Better U Care. In their landing page, they explain all about their ketamine services.
But that’s not it. They also show social proof with their “as seen in” section. This helps potential cilents feel safe scheduling a session or reaching out for more information.
Other positives from this landing page include:
Multiple calls-to-action throughout the page
An explanation of what it’s like to get started
Their scheduling widget for those who are ready to start right away
Two package options with the pricing for each
Multiple payment options to make it easy for visitors to say “yes!”
You’ll also notice video testimonials on this page that help sell new clients on their at-home ketamine services.
Last but not least, a subtle note on this landing page. You won’t see any regular site navigation on this page, and that’s a purposeful choice they’ve made.
You see, in Facebook landing pages, the point is to get people to take action right away. That’s why you want to cover all the major points on the same page (so people don’t need to click off the page to get the info they need to make a decision.)
We’ve A/B tested this landing page over thousands of visits, and it’s highly optimized for conversions.
As such, here are some things any mental or behavioral health clinic can learn from this landing page:
Shows two CTA options to engage visitors
Effectively communicates a benefit – “make an impact”
Displays various metrics for past clients like “16x increase in revenue”
Pictures of the team and account managers who look friendly and professional
Case studies categorized by marketing channel – SEO, PPC, Social Media, and more
This landing page is highly focused on its target audience, mental and behavioral health practices.
By focusing so clearly on the target audience, your Facebook landing pages will do great.
Spencer Recovery Centers
This next landing page for Spencer Recovery Centers may not have the best design. But it does accomplish a lot.
Acknowledges the biggest hurdle: insurance coverage for eating disorder treatment
Contact info in multiple locations on the page where visitors are likely to look for it
Includes office hours which shows credibility and trustworthiness
Tells people that a “trusted advisor” will answer the phone when they call
Disqualifies candidates who rely on insurances they don’t accept
The benefits section in the bullet points is also very strong. It covers exactly what people may be experiencing, which builds trust and connection.
Implement a few of these in your Facebook landing page and see conversions go up.
NeuroStar
This landing page from Neurostar is pretty genius.
It funnels visitors into finding a provider near them. By asking for a zip code and a visitor’s insurance plan, they recommend the right location. That makes it incredibly easy for new clients to reach out.
Here are a few lessons from this landing page:
When a treatment isn’t well understood by the general public, explain it simply and with images. This landing page uses the depressed vs nondepressed brain to show (not tell) about the benefits of TMS.
Handle objections right in the deck copy. “NeuroStar TMS (transcranial magnetic stimulation) is a non-invasive, non-drug treatment that reawakens the connections in your brain.” Drugs and invasive treatments are a big concern of depressed clients, so this landing page tackles these concerns head on.
Animated video showing how TMS works to help cure depression.
Points out that TMS is FDA-cleared technology and is covered by most insurance. This shows credibility and accessibility.
If you’re marketing a service like TMS, be sure to address the most common concerns in your landing page copy.
You got Facebook users to click your ad. Now address their concerns in a helpful way and guide them toward the best treatment option.
Best Tools to Create a Facebook Landing Page
Some great tools can simplify your landing page creation. Here are five landing page builder apps to try:
PageModo. It can help you design, write, and upload your landing page.
Unbounce. One of the most popular landing page builder apps.
LeadPages. Another popular tool focused on Facebook landing pages.
InstaPage. This is a landing page creation tool with AI integration.
Landingi. A no-code tool helping you build effective landing pages.
At Beacon, our Facebook ads experts use these tools to create a Facebook landing page for mental health clinics.
Now let’s get into the nuts and bolts of mental health advertising. Here’s how to use your Facebook ad campaign and Facebook ad landing page to get conversions.
Write your landing page in a Google Document or other blank sheet. Weave in your audience’s pain points, desired benefits, your offer, and what sets you apart. Always include a call to action.
Add testimonials and reviews, and the 5-star widget or emojis.
Double-check the spelling and grammar with Grammarly or another editing software.
Create a Facebook landing page design that’s visually appealing. Use one of the tools above.
Link your landing page to your Facebook Ad campaign in Facebook Ad Manager.
A/B test your dedicated Facebook landing page with statistically significant volume. Do this every week your landing page is live.
Continuously work to improve the performance of your ad and landing pages to drive down the cost to acquire a client (CAC). If it takes $30 to get a lead and 1 in 10 leads become paying clients, it takes you $300 to acquire a client. CAC=$300. AIm to lower this over time.
Now you have a Facebook ad landing page and are ready to link it to your ad. Go into your Meta Ads manager and link them together. Then set it to “live” and you’re in business. See, it doesn’t have to be hard to create a facebook landing page that converts.
Facebook Landing Page Rules
When creating Facebook ad landing pages to promote mental health services, it’s crucial to adhere to Facebook’s specific guidelines and regulations, as well as comply with relevant local, state, and federal laws.
These rules ensure that your ads and landing pages meet ethical standards and provide a safe and trustworthy experience for users. Here’s a breakdown of the key considerations:
Functionality and Transparency
Functional Pages: Facebook requires that landing pages linked from ads must be fully functional websites with clear navigation. They should not lead to PDFs, JPEG images, or secret groups. That includes private Facebook groups.
Content Alignment: The content on your Facebook ad landing page must align closely with the content of the ad that drives traffic to it. Misleading or deceptive claims are strictly prohibited. Facebook’s algorithm can see if your landing page aligns with your Ad and will penalize poor alignment.
Prohibited Content
Sensitive Content: Ads and landing pages must not promote sensitive topics related to mental health in a sensationalized or exploitative manner.
Illegal Products or Services: Content promoting illegal products or services, including unauthorized pharmaceuticals or treatments, is strictly prohibited.
Discriminatory Practices: Ads and landing pages must not discriminate against or exclude individuals based on personal attributes or characteristics, including mental health conditions.
Data Collection and Privacy
Data Collection: If your landing page collects personal information, ensure it complies with Facebook’s Data Use Policy and obtain the necessary consent.
Privacy Policy: Include a clear privacy policy on your landing page that discloses how you collect, use, and protect users’ information.
Compliance with Local, State, and Federal Laws
HIPAA Compliance: Ensure that any information collected or stored complies with the Health Insurance Portability and Accountability Act (HIPAA), especially if handling sensitive patient information. You can create landing pages that convert and align with HIPAA regulations.
State Regulations: Familiarize yourself with state-specific regulations governing the advertising and provision of mental health services. These may include licensing requirements for healthcare providers.
Truth in Advertising: Adhere to advertising standards set by the Federal Trade Commission (FTC), ensuring that all claims made in your ads and landing pages are truthful and substantiated. Don’t promise any miracle cures; show the complexity of treating mental and behavioral health conditions. Never promise a specific outcome that you can’t substantiate.
Professional Standards: Abide by professional standards and ethical guidelines established by relevant healthcare associations and boards.
ADA Compliance: Ensure your landing page is accessible to individuals with disabilities, in compliance with the Americans with Disabilities Act (ADA).
You must understand and adhere to Facebook’s guidelines and regulations. Also, you must comply with local, state, and federal laws. Your mental health clinic can create effective and ethical landing pages for your Facebook ad campaigns by doing so.
These rules protect users and ensure the credibility and effectiveness of your advertising efforts. Prioritize transparency, compliance, and user safety to build trust and attract clients through Facebook ads.
Final Thoughts on Facebook Landing Pages for Mental and Behavioral Health
Facebook ads are one of the most effective ways to attract clients for MH and BH clinics.
So don’t shy away from them. Give it your best effort, and always A/B test your ads to improve their conversions.
Also, give it 3 months to dial everything in. Ads don’t always succeed on first try. So it’s the A/B testing that really brings the value.
By keeping Facebook’s rules in mind and following best practices, your Facebook Ads have the power to fill your practice with clients and grow your success.
Do you need help bringing clients into your mental health or behavioral health clinic? And are your Facebook ads not doing the job?
If so, you’re not alone. Many clinics offer great services but struggle with their marketing.
Even if you’re getting some results with Facebook ads, there’s likely some potential to get more juice per squeeze.
This guide to Facebook advertising for behavioral health and mental health clinics is the only one you need.
In it, we take you from A-Z: Getting started, understanding the types of ads, how to target your ads, and more.
Use our helpful table of contents to jump to the section you need, or read it from top to bottom.
You’ll walk away feeling like you’re in control of your Facebook advertising success.
Introduction to Facebook Ads
Did you know that Facebook ads are one of the best digital marketing channels in 2024? Mental and behavioral health clinics across the U.S. rely on Facebook ads to fill their caseloads. Here’s a quick recap of why they’re so important, and what benefits you can expect when using them.
What Are Facebook Ads?
Facebook Ads are paid messages from businesses that appear in users’ Facebook feeds, stories, and other placements on the platform.
They allow mental and behavioral health clinics to reach a targeted audience, promote services, and drive engagement.
These ads can be customized with various formats and targeting options to ensure they reach the right people.
Overview of Facebook Advertising
Facebook advertising leverages the platform’s extensive user data to help you create highly targeted campaigns.
You can choose from various ad formats, including image ads, video ads, carousel ads, and more, to showcase your clinic’s services.
Facebook’s robust analytics tools also allow you to track your ad performance, adjust your strategies, and maximize your return on investment (ROI).
Benefits of Using Facebook Advertising for Mental Health
Targeted Reach: Facebook allows you to target specific demographics, interests, and behaviors, ensuring your ads reach those most likely to need your services.
Cost-Effective: Unlike traditional advertising, Facebook Ads can be more affordable and offer better ROI.
Engagement: Facebook Ads can help increase engagement with your content, leading to more inquiries and appointments.
Brand Awareness: Regular advertising helps build brand recognition and trust among potential clients.
You can already start to see how your clinic can benefit from using Facebook Ads.
Now that you know the importance of Facebook ads, let’s get started with your Facebook Business Page and Facebook Ads Manager.
Creating a Facebook Business Page
To run Facebook Ads, you first need a Facebook Business Page for your clinic.
This page serves as your clinic’s official presence on Facebook and is where you can post updates, engage with followers, and create ads.
Step-by-Step Guide
Go to the Facebook homepage and select “Create Page.”
Choose the “Business or Brand” option and follow the prompts to enter your clinic’s information.
Add a profile picture and cover photo that represent your clinic.
Fill out the “About” section with relevant details about your services and contact information.
Best Practices for Setting Up a Business Page
Use a recognizable profile picture, such as your clinic’s logo.
Choose a cover photo that reflects your clinic’s atmosphere or services.
Regularly update your page with relevant content to keep followers engaged.
Understanding Facebook Ads Manager
Facebook Ads Manager is the tool you’ll use to create, manage, and track your ads. It provides all the features you need to run effective campaigns – think of it as your central ad account.
Navigating the Ads Manager Interface
The Ads Manager dashboard gives you an overview of your campaigns, ad sets, and ads.
Use the campaign creation tool to set up new ads, define your target audience, choose ad placements, and set your budget.
Key Features and Tools
Audience Insights: Helps you understand your target audience better.
Ad Creation: A step-by-step guide to creating your ads, including selecting objectives, ad formats, and creatives.
Performance Tracking: Real-time data on ad performance, including impressions, clicks, and conversions.
There are a number of different ad types that you can tap into. Let’s discuss ad formats and types, as well as when to use each for best results.
Ad Formats
Facebook offers a variety of ad formats to help you connect with your audience in the most effective way possible.
Each format has its own unique benefits and can be tailored to suit your clinic’s goals.
Image Ads: Simple and effective, image ads use a single photo to convey your message. They are great for promoting specific services or events at your clinic.
Video Ads: Engage viewers with dynamic content. Video ads can showcase client testimonials, introduce your staff, or provide a tour of your facilities.
Carousel Ads: These ads allow you to showcase multiple images or videos in a single ad, each with its own link. Perfect for highlighting different services or success stories.
Collection Ads: Featuring a primary video or image with several smaller images underneath, collection ads are ideal for highlighting a range of services in an immersive format.
Link Ads: Direct users to your website or a specific landing page. These ads are effective for driving traffic to your clinic’s online resources or booking page.
Lead Ads: Designed to collect contact information directly within the ad, lead ads are useful for gathering potential client details without requiring them to leave Facebook.
When to Use Each Ad Format
Different ad formats are suited to different objectives. Here’s a quick guide:
Brand Awareness: Use image ads and video ads to introduce your clinic and its services.
Engagement: Carousel ads and video ads can keep your audience engaged with interactive content.
Conversions: Link ads and lead ads are best for driving actions like booking an appointment or signing up for a newsletter.
Examples and Case Studies
Seeing real-life examples can provide inspiration and insights into what works best. Check out these case studies to see how other clinics are creating ads and choosing the right ad placement.
Dana Group Associates got massive results from the PPC ads, including Facebook and Google ads. They doubled new patient inquiries for their 60-clinician practice.
NYC Therapeutic used Facebook ads and saw a 312% increase in conversions. They also added three new providers added to scale and grow the practice.
Targeting Options
Ads are only as effective as they are targeted. It’s important to include the right people and exclude others when using Facebook ads to fill your clinic.
Audience Targeting
Ad targeting ensures your ads reach the right people, maximizing your ad spend and increasing the likelihood of conversions.
Custom Audiences: Use data from your clinic (e.g., email lists, past client interactions) to target ads to people who already know your clinic.
Lookalike Audiences: Facebook can find users similar to your existing clients, expanding your reach to potential new clients who are likely to be interested in your mental health services.
Detailed Targeting: Utilize Facebook’s detailed targeting options to reach people based on demographics, interests, and behaviors. This can include targeting individuals interested in mental health topics, those who have shown interest in therapy, or people within a certain age range or geographic location.
Geo-Targeting and Retargeting
Geo-Targeting: Focus your ads on specific locations where your services are offered. This is especially useful for clinics that serve specific local areas.
Retargeting: Show ads to people who have previously interacted with your clinic’s Facebook page, website, or ads. Retargeting helps to keep your clinic top-of-mind for potential clients who may need more touchpoints before making a decision.
Now let’s talk about what makes an ad effective. Here are our top tips for creating effective Facebook ads.
Ad Copywriting Tips
Crafting compelling ad copy is crucial to capturing attention and encouraging potential clients to take action. Here are some tips for writing effective Facebook ad copy:
Crafting Compelling Headlines: Your headline should grab attention and convey the main message of your ad quickly. Use clear, concise language that speaks directly to your audience’s needs.Example: “Overcome Anxiety with Our Proven Therapy Sessions”
Engaging Descriptions: Provide more details about your services in the description. Highlight the benefits and use a conversational tone to connect with your audience. Example: “Join our supportive therapy sessions and learn effective techniques to manage anxiety and improve your quality of life.”
Best Practices for Call-to-Actions (CTAs): Your CTA should guide users on what to do next. Use action-oriented language and make it easy for them to understand the next step. Example: “Book Your Free Consultation Today”
Ad Design Tips
The visual aspect of your ads is just as important as the copy. Effective design can help your ads stand out in the busy Facebook feed.
Using Images and Videos: High-quality images and videos are essential. Ensure they are relevant to your message and resonate with your audience. For example, use images of your clinic, happy clients, or therapeutic settings.
Ad Design Best Practices: Keep your design simple and clean. Use consistent branding elements like your logo and brand colors. Ensure that text on images is readable and not cluttered.
Ads Advice Specific to the Behavioral and Mental Health Industry
Mental and behavioral health advertising requires a sensitive and thoughtful approach. Here are some strategies tailored specifically for this industry:
Mental Health Clinics
Highlight Your Expertise and Compassionate Approach: Showcase your clinic’s credentials and the compassionate care you provide. This can help build credibility and trust with potential clients.
Use Testimonials and Success Stories: Share positive experiences from past clients to build trust and demonstrate the effectiveness of your services.
Offer Educational Content: Position your clinic as a helpful resource by providing valuable information on mental health topics. This can include blog posts, videos, and downloadable guides.
Promote Community Involvement: Highlight your clinic’s involvement in local events and partnerships with other community organizations. This can enhance your clinic’s reputation and foster a sense of community.
Engage with Personalized Ads: Use targeted ads to reach individuals who may be seeking help with specific mental health issues, ensuring that your messaging is empathetic and supportive.
Showcase Staff Qualifications and Experience: Highlight the credentials and expertise of your behavioral health professionals to reassure potential clients of the quality of care they can expect.
Promote Special Programs or Workshops: Advertise any unique programs, workshops, or support groups your clinic offers. This can attract clients looking for specialized care.
Use Targeted Ads: Reach people who are actively searching for behavioral health services. Tailor your ads to address specific behavioral health concerns and needs.
Highlight Unique Services: Emphasize what sets your clinic apart from others, such as specialized treatment approaches or innovative therapies.
Promote Local Partnerships: Show your clinic’s involvement with local businesses and organizations. This can strengthen your community ties and enhance your clinic’s local presence.
By adopting these strategies, mental and behavioral health clinics can effectively use Facebook Ads to connect with potential clients in a meaningful and impactful way.
Budgeting and Bidding
Allocating your budget effectively is key to running successful Facebook ads.
Daily vs. Lifetime Budgets: Decide whether to use a daily budget (how much you want to spend per day) or a lifetime budget (how much you want to spend over the entire duration of the ad campaign).
Daily Budget Example: Set a limit to ensure you don’t overspend daily, allowing for more control and adjustments.
Lifetime Budget Example: Set a total amount for the campaign, which Facebook will optimize to spend over the campaign duration.
How to Allocate Your Ad Spend
Start with a smaller budget to test different ad variations.
Analyze the performance and scale up the budget for the best-performing ads.
Allocate more budget to high-performing audience segments.
Bidding Strategies
Understanding and choosing the right bidding strategy can significantly impact your ad performance and budget efficiency. Choosing the best one for your clinic can make a world of difference.
Automatic vs. Manual Bidding:
Automatic Bidding: Let Facebook set your bid to get the most results at the best price. This is ideal for beginners or when you want Facebook to optimize for you.
Manual Bidding: Set a maximum bid for each action (like a click or conversion). This gives you more control but requires a better understanding of bidding dynamics.
Bid Caps and Strategies
Bid Caps: Set a maximum amount you’re willing to pay for a specific action. This can help control costs and prevent overspending.
Bid Strategies: Choose from various strategies based on your campaign goals, such as cost per click (CPC), cost per thousand impressions (CPM), or cost per action (CPA).
By understanding and implementing these budgeting and bidding strategies, you can optimize your ad spend and improve the overall performance of your Facebook ads.
Measuring Facebook Ads Success
To understand the effectiveness of your Facebook advertising, it’s crucial to track the right metrics. Here are the key metrics to focus on:
Click-Through Rate (CTR): The percentage of people who click on your ad after seeing it. A higher CTR indicates that your ad is relevant and engaging.
Cost Per Click (CPC): The average cost of each click on your ad. Lower CPC means you’re getting more clicks for your budget.
Conversion Rate: The percentage of users who take the desired action after clicking on your ad, such as booking an appointment or signing up for a newsletter.
Return on Ad Spend (ROAS): Measures the revenue generated for every dollar spent on ads. Higher ROAS indicates better performance and return on investment.
It can also be very helpful to see how other clinics are performing with Facebook ads. That’s why we created our Facebook Ads Benchmark group.
Join anonymously to both share your ad data and see how your results compare to over 100 other U.S. clinics. It’s free, you can exit at any time, and your data is kept 100% confidential thanks to our partnership with Databox.
Using Facebook Analytics
Facebook provides robust analytics tools to help you monitor and analyze your ad performance. Here’s how to use them effectively:
Ad Performance Dashboard: Get an overview of how your ads are performing, including impressions, clicks, and conversions.
Audience Insights: Understand the demographics and behaviors of the people engaging with your ads. This can help refine your targeting for future campaigns.
Conversion Tracking: Set up Facebook Pixel to track actions on your website, such as page views, sign-ups, and purchases. This allows you to measure the effectiveness of your ads in driving desired actions.
A/B testing, or split testing, involves running two versions of an ad to see which one performs better. Over time and with many tests, your mental health or behavioral health clinic can develop a highly effective ad.
Here’s how to set up and conduct A/B tests:
How to Set Up A/B Tests
Identify the variable you want to test (e.g., ad copy, image, CTA).
Create two versions of the ad, changing only the variable being tested.
Run both ads simultaneously to the same audience to compare performance.
Examples of What to Test
Ad Copy: Test different headlines or descriptions to see which resonates more with your audience.
Images/Videos: Compare different visuals to determine which grabs more attention.
CTAs: Experiment with different call-to-action phrases to see which drives more conversions.
Scaling Your Ads
Once you identify high-performing ads, you can scale your campaigns to reach a larger audience and maximize results.
When and How to Scale Your Campaigns
Increase Budget: Gradually increase the budget for successful ads to reach more people.
Expand Targeting: Broaden your audience targeting to include similar but larger groups.
Duplicate Ads: Create multiple copies of high-performing ads to run simultaneously for increased exposure.
Retargeting Campaigns
Retargeting involves showing ads to people who have previously interacted with your clinic’s website or Facebook page.
This strategy helps keep your clinic top-of-mind for potential clients who may need more touchpoints before making a decision.
Strategies for Effective Retargeting
Website Visitors: Target users who visited your website but didn’t convert. Show them ads that encourage them to return and take action.
Engagement Retargeting: Target users who engaged with your Facebook page or ads but didn’t follow through. Use ads that offer incentives or additional information to entice them back.
By implementing these advanced strategies, you can optimize your ad campaigns, improve performance, and achieve better results for your mental and behavioral health clinic.
Common Pitfalls and How to Avoid Them
Running Facebook ad campaigns can be challenging, and even seasoned marketers can make mistakes. Here are some common pitfalls to watch out for:
Budget Mismanagement: Overspending or underspending can both be problematic. Ensure you set a realistic budget that aligns with your campaign goals and adjust as necessary based on performance.
Poor Targeting: If your ads are not reaching the right audience, they won’t be effective. Make sure to utilize Facebook’s detailed targeting options to reach your ideal clients.
Ineffective Ad Creatives: Low-quality images, unclear messaging, and weak CTAs can all contribute to poor ad performance. Invest time in creating compelling, high-quality ad creatives.
Tips for Troubleshooting Facebook Ads
When your ads aren’t performing as expected, it’s important to troubleshoot and make necessary adjustments. Here are some tips to help you identify and fix issues:
Analyze Performance Data: Regularly review your ad metrics to identify areas of improvement. Look for trends in CTR, CPC, and conversion rates.
Test Different Variables: Conduct A/B tests to determine which elements of your ads are working and which need improvement. Test different headlines, images, and CTAs.
Refine Targeting: If your ads aren’t reaching the right audience, revisit your targeting criteria. Use Audience Insights to better understand who is engaging with your ads and adjust your targeting accordingly.
Optimize Budget Allocation: Monitor your budget spend and adjust as needed. If certain ads are performing well, consider reallocating more budget to those ads.
Your ad should send traffic to a dedicated Facebook landing page. A well-designed landing page can significantly improve your ad campaign’s success.
They’re crucial because they are where users are directed after clicking your ad. A well-optimized landing page can increase conversion rates by providing relevant information and a clear call to action.
Here’s how to create effective landing pages for your Facebook ads:
Best Practices for Creating Landing Pages
Consistency: Ensure your landing page matches the ad in terms of messaging and design. This creates a seamless user experience and reinforces your message.
Clarity: Keep your landing page focused and uncluttered. Clearly communicate the benefits of your services and what the user should do next.
Strong CTA: Include a clear and compelling call to action that guides the user towards the desired action, such as booking an appointment or downloading a resource.
For more on creating effective landing pages, see our blog “All About Facebook Landing Pages for Mental Health Services.”
Future of Facebook Ads
The landscape of Facebook advertising is constantly evolving, and staying ahead of the curve can give your clinic a competitive edge. Here are some emerging trends to watch out for:
AI and Machine Learning: Facebook is increasingly using AI and machine learning to optimize ad delivery. This technology helps improve targeting accuracy and ad performance by analyzing user behavior and engagement patterns.
Enhanced Personalization: Ads are becoming more personalized, catering to the specific needs and interests of individual users. Utilizing dynamic ads that change based on user behavior can significantly enhance engagement.
Video Dominance: Video content continues to dominate social media. Incorporating more video ads, especially short-form videos, can capture attention and convey your message more effectively.
Augmented Reality (AR) Ads: AR ads offer interactive experiences that engage users in innovative ways. While still emerging, AR ads can set your clinic apart by providing immersive and memorable experiences.
Predictions for the Future
Increased Automation: Expect more automated tools and features that simplify the ad creation and management process, making it easier to run effective campaigns with less manual effort.
Greater Integration with Other Platforms: Facebook is likely to continue integrating with other platforms and technologies, such as Instagram and WhatsApp, allowing for more seamless cross-platform advertising.
Focus on Privacy: With increasing concerns about data privacy, Facebook will likely introduce more tools and options to ensure compliance with privacy regulations, affecting how ads are targeted and tracked.
Final Thoughts on Facebook Ads for MH and BH Clinics
Facebook advertising offers immense potential for mental and behavioral health clinics to connect with new clients and grow their practice.
We’ve covered a lot in this blog, and you now know enough to pursue Facebook Ads success.
It’s our hope that an effective Facebook Ad strategy, in collaboration with an overall marketing strategy, can fill your clinic and increase your community impact.
To dive deeper into any of the topics covered, be sure to explore our detailed blog posts linked throughout this guide.
Written by Brandon Grill, updated and revised by Sara Jokela 2/19/25.
Creating or improving your therapist website is hard.
There are technical, design, and SEO aspects to take into account.
You have to format everything correctly and make it look good.
And you’ll likely only do it for your website, so you don’t have the benefit of experience.
Without knowing how to improve your website, you’re working in the dark.
But it’s not all bad, because there are some truly amazing therapist websites out there that you can learn from. That’s why I’ve collected thirteen of the best therapist websites on the web.
Use these great therapist website examples as inspiration and to gain insights about what a great therapist website really looks and feels like.
Then take the lessons of each and apply them to your practice website for the win.
What Makes a Great Therapist Website?
A great therapist website is more than just a digital business card; it’s a powerful tool that can help you connect with potential clients and grow your practice. At its core, a great therapist website effectively communicates your services, approach, and personality, while providing a welcoming and easy-to-navigate experience for visitors. This combination helps establish trust and credibility, making it more likely for potential clients to take the next step and schedule an appointment.
When designing your therapist website, think about what your clients need to know and how you can present that information in a clear and engaging way. Your website should reflect your professionalism and the unique qualities that set you apart as a therapist. By doing so, you create a space where potential clients feel understood and supported even before they walk through your door.
Key Features of Effective Therapist Websites
Clear and Concise Content: Your website should clearly communicate your services, approach, and specialties. Avoid jargon and keep your language simple and direct.
Easy Navigation: A well-organized website with clear navigation helps visitors find the information they need quickly and easily. This improves their overall experience and reduces frustration.
Professional Design: A clean and modern design can help establish trust and credibility. Your website should look polished and professional, reflecting the quality of your services.
Responsive Design: Ensure your website is optimized for mobile devices and tablets. This allows visitors to access your site from any device, providing a seamless experience.
Secure Online Scheduling: A secure online scheduling system makes it easy for visitors to book appointments. This convenience can be a deciding factor for potential clients.
Testimonials: Including testimonials from previous clients can help build trust and credibility. Positive feedback from others reassures potential clients about the quality of your services.
Clear Call-to-Actions: Use clear call-to-actions, such as “Schedule an Appointment” or “Contact Us,” to guide visitors towards taking the next step. Make it easy for them to reach out and connect with you.
Benefits of Having a Professional Therapist Website
Increased Visibility: A professional website can help increase your visibility online, making it easier for potential clients to find you.
Established Credibility: A well-designed website helps establish your credibility and trustworthiness, which is crucial for attracting new clients.
Improved Communication: Your website provides a clear and concise way to communicate your services and approach, helping potential clients understand what you offer.
Increased Accessibility: A website makes it convenient for clients to schedule appointments and access information about your services at any time.
Competitive Advantage: A professional website can help differentiate you from competitors, showcasing your unique strengths and approach.
12 Must-See Therapist Websites You Can Learn From
In no particular order, here are the 12 must-see websites, along with commentary on what you can learn from them about effectively showcasing counseling services.
This private practice therapist website calls out its target audience of women and mothers.
As mental health professionals, you may want to help everyone. But any longtime marketer knows that targeted messaging is best. Especially for a successful therapist website.
Additionally, all of the services are related to this audience, i.e. therapy for moms, therapy for infertility, therapy for reproductive trauma, and more.
Even the one seeming exception, “therapy for dads,” includes notes about supporting mother and baby.
There’s no escaping it – this is clearly THE website for women and mothers, and nobody else.
Why it works: By speaking so clearly to one type of person, they connect on a deep level. Imagine being a mother and needing help yourself, then coming across this beautiful and well-targeted website.
You’d be jumping out of your seat to get onto her schedule!
This practice used a common feeling amongst those who are grieving, whether they can put the words to it or not: “I feel like I’m grieving wrong…”
Who among us hasn’t felt this way at some point? After all, most people were not taught how to grieve effectively. And it’s a message website visitors will welcome wholeheartedly.
Why it works: Calling out this feeling in the website copy shows that this practice gets them. By speaking to the reader’s experience, they start building trust right away, leading to 80 qualified leads per month.
This website is such a vibe. So much so that it’s even part of the headline, “Find a Therapist You Can Vibe With.”
Each image looks like a real human being (no awkward photos or angles), and the backgrounds are made to be one color each.
The copy is wonderful and makes therapy seem like the obvious choice. I mean who doesn’t want to sleep better, laugh more, and stay with their partner!
Why it works: On an emotional and visual level, this website is off the charts. It’s no wonder they saw a 413% increase in traffic and currently get around $68,000 worth of free advertisement in organic search results. Choose your branding wisely. Building your own therapist website is crucial for attracting clients and establishing a strong online presence.
What I love about this website:Keeping Service Front and Center
This private practice therapist website does a great job of linking to the different therapy services that they offer.
They put links to each service right underneath the hero shot, thereby helping potential clients find what they’re looking for fast.
Including a relevant picture, benefit-driven bullet points, and a button to “learn more” makes this even more enticing, and the internal linking helps with SEO.
Why it works: Often, a private practice homepage will act as sort of a catch-all or directory. If you have many services and many different types of clients, even more so. Linking to each service on the home page (and in the navigation menu) improves how easily potential clients find what they’re looking for.
Place your services front and center so people can quickly locate them (and get started on their therapy journey with you).
And while there are a million amazing things that stick out to me about this website, I want to call attention to the calls to action, and how you can use them on your own website.
There are at least 4 on the home page, placed right where readers are likely to click – at the top, bottom, and after the “services” and “how it works” sections. Clear calls to action are crucial for a marriage and family therapist to guide potential clients effectively.
Why it works: This website makes it easier than Bologna to get started with multiple CTAs littered throughout the site in strategic locations… (and the professional looks, visual branding, client-focused copy, FAQs, relatable images, and overall caring tone don’t hurt!)
In giving new site visitors your contact information up front, you improve the chances that they’ll reach out.
They also include their contact info at the bottom of the page, along with their Google Maps widgets for their two locations. It’s a nice touch and one that’ll make a good therapist website great.
Why it works: a banner places all of the important contact info in a place where new visitors will see it. By giving them this information very clearly, they know that you want them to reach out and how to do so.
If you’re looking to improve your conversions of potential clients, add a top banner. This is especially important for those offering family therapy, as it ensures families can easily find the support they need.
What I love about this website:the headline complex
The headline for this website isn’t traditional. I think of it more like a vibe than a headline.
“Connection, Empowerment, and Structure”
What person doesn’t want these?
It’s followed up by, “therapy for individuals, couples, and families,” which elaborates on the types of clients she works with.
The Gritty Therapist then adds even more detail, saying “traveling therapist providing in-home and online therapy throughout Texas.”
Lastly, there’s a very clear call-to-action button offering a free 20-minute consultation. As a private practice therapist, this website speaks to potential clients very well. Alexandria Art Therapy also offers specialized art therapy and counseling services, highlighting the unique healing potential that art offers in addressing emotional and psychological challenges.
Why it works: In being so clear about the types of clients served and what they can get out of therapy, readers are likely to think, “This seems like what I’m looking for.” Placing this front and center in the headline complex? Smart move.
Out of all the therapist websites we’re looking at, this one breaks the most rules.
And I love it.
I usually counsel therapists to put their “about” section lower on the home page, preferring to talk about the client’s problems and the therapist’s service before talking about themselves.
But Jim did a great job of connecting with the reader by taking this lens: “How does ‘who I am as a therapist’ help the client?”
Also, he accomplished this without overdoing it. He only used 125 words! SR Psychological Services also emphasizes the importance of addressing client needs effectively.
Why it works: Speaking to the reader about their problems and keeping the focus on them is a cheatcode for creating a strong connection. Furthermore, the headshot of this therapist complements the copy extremely well.
Don’t you feel like you know Jim after reading this section?
What I love about this website: Thoughtful Simplicity
You’ll quickly notice that this therapist website doesn’t use a navigation menu.
As a solo practice, this website doesn’t need complex navigation. And in fact, everything you need is right on this one page.
It has a headline, scheduling link, phone call button, some website copy, and a very interesting and vulnerable “about” section. It also has images, pop-out quotes, frequent calls-to-action, and a contact form.
Why it works: In keeping things simple, website visitors have a streamlined experience with the website. They scroll down until something catches their eye, read a bit more, and click the contact button. Miss Murdoch makes it work as a private practice therapist.
What I love about this website: “Good Enough” Marketing
I love this example because it’s not what you would expect a high-performing site to look like.
The site navigation is a few inches thick, the website copy is almost too streamlined, and there’s only one call-to-action in the main text.
But everything is accomplished, and that’s beautiful.
I spoke with the creator of this website, Phil Rozek, and he said this website fills up the therapist’s caseload with very little need for ongoing work.
Why it works: This website goes heavy on internal linking. There are links to every major page in (1) the navigation, (2) the website copy, and (3) in the footer. Every page is linked to multiple times throughout the homepage, and this helps the website rank more highly in Google Maps Packs for local searches.
Lastly, going so heavy on internal linking helps site visitors find what they’re looking for fast. This keeps them on your website for longer, an amazing signal for Google.
This private practice therapist did an amazing job on her video. She was warm, empathetic, friendly, professional, and engaging.
It’s no secret to me why she’s able to earn a high session fee, going as high as $525 per session (from her website banner).
Why it works: Adding a video to your website accomplishes at least two things.
For one, it helps improve your rankings in Google. How? By increasing the amount of time people spend on your website – a powerful signal that tells Google, “people love this therapist website, so recommend it to more people!”
For two, a video helps site visitors feel connected with you and like they know you. This understandably leads to comfort and more messages from visitors.
What I love about this website: Addressing frequently asked questions (FAQs)
At the bottom of this website, you’ll find several FAQs and their answers.
This is a great move for therapy practices which, by nature, are dealing with sensitive information.
Why it works: By addressing each FAQ up front, therapy practices can provide all of the information a new client needs to make an informed decision. FAQs clear up any doubts or lingering concerns and are an effective selling tool.
Furthermore, FAQs are often keywords themselves, so including a few increases your ability to rank for various search terms. Add 5-8 FAQs on each of your main pages and watch your rankings improve.
Building a Successful Therapist Website
Building a successful therapist website requires careful planning and attention to detail. By following a structured approach, you can create a website that effectively attracts and engages potential clients.
Getting Started with Your Therapy Website
Define Your Target Audience: Identify your ideal client and tailor your website to meet their needs. Understanding who you want to reach will guide your content and design choices.
Choose a Website Platform: Select a user-friendly website platform like WordPress or Squarespace. These platforms offer customizable templates and features that make it easy to create a professional-looking site.
Select a Domain Name: Choose a domain name that is easy to remember and relevant to your practice. Your domain name should reflect your brand and be easy for clients to find.
Design Your Website: Create a clean and modern design that reflects your practice and personality. Use professional images, consistent branding, and a layout that is easy to navigate.
Create Content: Write clear and concise content that communicates your services and approach. Focus on how you can help your clients and what makes your practice unique.
Add Features: Incorporate features such as online scheduling, testimonials, and clear call-to-actions. These elements enhance the user experience and make it easier for clients to connect with you.
Launch and Promote: Once your website is ready, launch it and promote it through social media and other marketing channels. Regularly update your content and engage with your audience to keep your website fresh and relevant.
By following these steps and incorporating the key features of effective therapist websites, you can create a successful therapist website that attracts new clients and helps grow your practice. Remember, your website is an extension of your practice, so invest the time and effort to make it a valuable resource for your clients.
Use These Therapist Website Examples as Inspiration
Now that you’ve seen thirteen of the best therapy websites, you have a few options.
For one, use at least one of the above tips on your website each month.
Strengthening your website is a long process and there’s always room for improvement.
Choose one of the above great therapist website examples and implement the lesson I’ve outlined for you. Commit to using each of the tips until you’re satisfied with your website (and attracting new clients).
Also, be sure to bookmark this blog post and come back to it once a month as you continue improving your therapist website.
Second, stay committed to building your marketing channels. They take time and energy but are worth the effort in the end.
About the author: This post is guest-authored by Brandon Grill, a mental health marketer based in Las Vegas, NV. Brandon helps group therapy practices create amazing websites and rank #1 in Google through thoughtful SEO efforts. In his free time, Brandon loves to spend time with his family (including his two young nephews AJ and Elias), reading, running, meditating, and being outside.
Behavioral health marketing isn’t like other industries. There are far more ethical and legal considerations than in industries like retail and home services. But the stakes are much higher.
We’re talking about changing (and even saving) lives here.
With stakes like this, it’s important to understand the unique challenges you’ll face. How can you overcome the unique marketing challenges and market your behavioral health clinic effectively? And how will this help you grow your clinic, achieve greater community impact, and ensure the health of your community?
Challenge #1: Identifying a Clear Target Audience
The biggest marketing challenge that behavioral health providers face is knowing who to market to. Should you get your services in front of everyone? Is anyone using substances to alter their mood, or a specific age group? People in your geographic region or nationwide?
This is a big challenge, and one I call a “lead domino.” By figuring out your target audience in clear detail, everything else will become much easier. That’s because your marketing is fully based on WHO you’re trying to reach. Whether you use Ads, SEO, Social Media, or another marketing channel depends on where you can most easily find your target audience.
Everything stems from WHO exactly you want to come to your clinic, so gaining clarity here is a fundamental marketing task.
Solution #1: Develop an Ideal Client Persona
We recommend you start by identifying and researching the type of client you love working with. By marketing to the people you love working with, you’ll attract more of them. That means a fulfilling practice for your entire team.
The main challenge here is trying to go too wide. The common refrain in marketing is “By speaking to everyone, you speak to no one.” So it’s important to pick 1-3 specific ideal client personas. And that number depends on how many services you offer. For example, your ideal teen client will be different from your ideal family client.
Are you worried that marketing to someone specific will discourage others from reaching out? That’s a common trap that businesses fall into, i.e. trying to please everyone. Don’t worry! By speaking to a specific audience, your conversions will go up, and even if someone doesn’t resonate 100% with your marketing, they’ll appreciate that you know who you work with best.
Here’s how to identify your ideal type of client and supercharge your marketing.
Identify your top specialties. Perhaps you offer addiction treatment services, and your clinicians have advanced training for AUD specifically. This could lead you to identify people with AUD as your ideal clients.
Go deeper. Considering people with AUD you’ve helped in the past, what are some common characteristics? Identify at least 5 characteristics. For example, perhaps your favorite clients are all upper-class women who struggle with AUD. They have an average of 3 children and work in the legal industry. They have childhood trauma and likely have co-occurring depression.
Now consider their age, gender, roles, how they see themselves, common objections to getting help, things they may have tried before, hobbies, and where they hang out online.
Write this all down into one document and refer to it often. Look at it whenever you’re creating new marketing materials and ensure you’re targeting the correct types of clients for your practice. Knowing in clear detail who you’re trying to reach with your marketing is half the battle.
Challenge #2: Choosing Great Marketing Channels to Promote Your Behavioral Health Care Services
Another challenge faced by behavioral health clinics is knowing how much to spend on marketing, and what channels to pursue. This is especially true for newer clinics that have less longevity and exposure in their communities.
But where do you start? There are dozens of marketing channels to choose from: print, newspaper ads, digital advertising, SEO, email marketing, social media, in-person networking, radio interviews, podcasting, PR, Facebook groups, direct mail, and more. Feeling overwhelmed with your marketing strategy yet?
Solution #2: Identify 1-2 Marketing Channels to Invest In
Not to worry. If you’ve identified your target audience well, you’ll have a few ideas for how to find them and get your services in front of them. Maybe you want to work with Moms struggling with postpartum depression and identify a few Facebook groups where you can reach them. (Or have ideas for starting a group). And you know that SEO and Google Ads can be highly valuable. The only challenge now is picking 1-2 channels to invest in.
This is where the NMB framework can help you. NMB is a framework for guiding your marketing efforts, and stands for “new, more, better.” You don’t want to take on too much too soon, so we recommend starting with 1 new channel. Once you get a feel for that channel, do it more. Lock the consistency and frequency in, then do it better–invest in mentorship and feedback, better tools, and a stronger strategy.
Of course, you’re probably marketing already. In that case, you’ll want to choose either “more” or “better” for one of your current channels. Remember that great marketing is about consistency as much as anything, so follow this framework.
If you’re brand new to marketing, we recommend optimizing your website and getting started with Google Ads. These will bring the most short-term gains, and having a great website sets your clinic up for long-term growth.
Challenge #3: Getting New Clients Sooner Rather Than Later
If you have caseloads to fill, you don’t want to wait months or years for your marketing to work. One example is SEO which can take 6-9+ months to start showing real results. You need marketing strategies that work in the short term and that are cost-effective.
If you don’t get clients sooner rather than later, you’ll have a cascade of negative effects on your clinic. You may have trouble retaining clinicians due to caseloads that are only partially filled. The less revenue that comes into your business, the less money you have to invest in great marketing. Lastly, you may have trouble paying the salaries of your key employees.
Solution #3: Short-term Marketing Methods like Paid Ads and Referrals
Let’s talk about referral strategies first. I helped one client get 3 new great-fit clients within 2 weeks of implementing a referral program. And it was super simple. All we did was brainstorm a big list of anyone and everyone who could potentially refer someone to her.
We included her hair stylist, the barista at her favorite cafe, people from the city she lived in 2 years prior, friends, family, and therapist colleagues. Then, my client got to promoting herself. In fact, she told me that she felt awkward at first, but now talks to people at her gym and staff wherever she goes with ease.
Follow the same steps to build a referral strategy.
Brainstorm anyone and everyone who might know someone in your target audience.
Start writing them, calling them, and meeting with them in person to discuss potential referrals.
Just remember to give value in return. Refer clients back if it makes sense, send thank you notes, flowers, etc. But never pay for referrals, as that’s not legal.
If you’re a big behavioral health clinic, work this strategy with each of your clinicians until they’re at or near capacity. If one clinician is already full, use their referrals to help other clinicians at your clinic.
Now Let’s Consider Paid Advertising
Paying for ads is incredibly effective. In fact, Beacon has the benchmark data to prove that you can spend just $30 in advertising to get a new client. Considering that a new client can be worth thousands to your business, paid advertising is a no-brainer.
If you’d like help getting droves of new clients in 90 days or less, contact Beacon Media + Marketing. We’ll give you a free growth plan when you meet with us. Contact today.
Challenge #4: Finding Local Clients
It’s great to be found nationally by new clients. But I wouldn’t bet on this as a way to consistently fill your caseloads. The vast majority of clients for behavioral health services won’t be able to afford large travel costs. Instead, you’ll need an effective way to attract and convert local clients for your clinic.
If you neglect local marketing in favor of national marketing, you will likely have fewer clients overall, have empty slots in your schedule, and not be as fulfilled in your clinic as you can be. Plus, your clinicians may feel that they’re not truly supported. They’re holding up their end of the bargain, why are their caseloads not full?
Solution #4: Local SEO for Behavioral and Mental Health Services
Local SEO is a godsend for behavioral health professionals in 2024. By using strategic efforts to rank highly in the Google Maps 3-pack, you’ll attract a ton of local clients to your clinic. This can help keep your caseloads full and business humming along. Here are some tips to overcome the challenge of not getting enough local clients.
Get backlinks from local charities, nonprofits, hospitals, and government offices. Reach out to sponsor their work, become a partner, and add value to their audiences.
Add your name, address, and phone number (NAP) to each page of your website. This is done easiest by including it in your footer.
Add your Google Maps widget to your location pages and website footer.
Have each of your clinicians set up separate GMB profiles. These should all link back to your practice website. These listings are more ways for local clients to find out about your practice.
Get citations from business directories like Apple Maps, Angie’s List, Yelp, and Yellow Pages.
Don’t forget to point your Psychology Today profile to your website.
Get reviews for your GMB profile (see solution #13 below).
Each of these steps will strengthen your ability to appear in local search results and attract new clients. Be diligent and committed to local SEO and it will reward you very well. Plus, like other marketing channels, it gets easier over time. The hardest part is the first few months.
Challenge #5: Relying Too Much on Short-Term Marketing
Short-term marketing efforts have their place in any business. But what if you want truly outstanding results, you need long-term marketing efforts as well. It’s not enough to rely on ads or referral marketing as you aim to grow and expand your clinic. Plus, google ads seem to only go up in price, not down.
Without an eye on long-term growth in your marketing specifically and business overall, you can fall prey to trends, changing things too often, not tracking variables appropriately, and more. The end result is clunky marketing efforts that aren’t as effective as they could be. And in today’s competitive behavioral health landscape, you can’t afford to be second best.
Solution #5: Invest in Your Marketing Channels Long-Term for Best Results
Your biggest long-term marketing channel should be SEO. And not just putting anything up on your website, but using content (blogs, service pages, lead magnets) to drive traffic and conversions. Because SEO takes 3-6 months for results to start trickling in, and roughly 9-12 months to get real results, you need to invest now.
In fact, one of the biggest regrets CEOs have is not starting SEO sooner. It’s incredibly powerful and can be the only channel you need in certain cases (though not always recommended). Here’s how to set up SEO as your best long-term marketing channel.
Identify your top 20 high-intent keywords. A lot of these will have “near me” or “therapist” in them, such as “eating disorder therapist Atlanta” or “grief therapy near me.” Make service or specialty pages for each of these, add internal links, and nudge blog readers onto them. These are your conversion pages.
Start producing weekly blog content that targets relevant keywords. Just make sure the keywords you’re targeting aren’t too difficult. A good rule of thumb is to only target keywords that are as difficult as your site is strong. For example, if your domain authority is 27, only target keywords that have a difficulty rating of 27 or lower.
Lastly, use PR and services like Qwoted and Connectively to get free, high-value backlinks.
Then continue with weekly blog content and gaining backlinks. Over time, your website will become a powerhouse for your marketing. Have the goal of reaching the top 1-3 positions for all of your high-intent keywords.
Challenge #6: HIPAA Compliance and Costs
HIPAA compliance is fast becoming its own industry, with $8.3B of value in economic terms. But how do HIPAA compliance and the associated costs affect your marketing?
For one, you want to be incredibly cautious about using any information from your client’s medical records. Not only is it illegal and unethical, but it can lead to major fines.
On the other hand, you don’t want to let HIPAA compliance scare you into being too cautious. As long as your marketing navigates these laws, you should market your clinic confidently.
Solution #6: Maintain Compliance While Pursuing Marketing Results
The solution here is to use thoughtful, HIPAA-compliant marketing. Believe it or not, thousands of clinics across the country run ads, write blogs, and make social media posts that don’t violate any laws. Here are some fundamental recommendations you can follow.
Invest in Secure Marketing Tools: Use HIPAA-compliant marketing platforms to ensure all communications are secure and within legal boundaries.
Train Your Team: Regularly train your marketing and administrative staff on HIPAA regulations to avoid inadvertent violations.
Transparent Communication: Be clear about how you handle patient data and obtain explicit consent for marketing communications.
Legal Consultation: Work with legal experts to ensure your marketing strategies comply with HIPAA, minimizing the risk of costly penalties.
Also, avoid case studies and success stories, and only use testimonials anonymously or with written permission. Lastly, consult your lawyer before using any reviews or testimonials in your marketing.
Challenge #7: Reaching Clients When They’re Ready for Help
One challenge for behavioral health clinics is that some potential clients just aren’t ready for help. You can market all you want, but you can’t make someone reach out for help with mental health challenges or substance use disorders.
The truth is that readiness is a spectrum. Some people with mental health conditions have thought about getting help, and you may be able to get them into your clinic through effective marketing. But others won’t be ready until they hit “rock bottom,” as they say.
Solution #7: Referral Partnerships
The solution here is to meet potential clients where they’re at. That means partnering with other behavioral health clinics that have complimentary services. If you do outpatient, partner with an inpatient clinic.
Also, reach out to every local hospital. Hospital emergency rooms are on the front lines of behavioral health challenges. If you can get a referral program going with them, they’ll be able to refer some clients to you, trusting that you’re better staffed, equipped, and specialized to treat them.
Other places you should reach out to:
Family doctors and general practitioners
Specialist physicians
College health centers
Social services agencies
Local nonprofits
Support groups
Unions and trade organizations
Churches, Synagogues, Mosques, and Temples
Faith-based charities
Law enforcement
Probation offices and judges
Child and family services
And more.
Just don’t forget to refer clients back to your partners where appropriate. And feel free to reach out to your fellow mental health professionals to build partnerships that way.
Challenge #8: Connecting with a Diverse Clientele
Another big marketing challenge you can face as a BH clinic is connecting with a diverse clientele. Serving your community means serving every demographic that needs help. You want to make sure that you’re serving all races and ethnicities, as well as gender identities and sexual expressions found in your community.
If you find that you’re only attracting and converting one or a small few types of clients, your branding and messaging are likely the culprits. Potential clients can look at your website and other marketing and know if they’ll be welcome. That’s why it’s important to have an inclusion statement and images that show diversity on your website. Otherwise, you’ll keep attracting the same types of clients. And perhaps not serving all of your community.
Solution #8: Branding and Inclusive Messaging
Connecting with a diverse clientele starts with your website. Here are some ideas for achieving a more inclusive-feeling website.
Use images that show diversity and inclusion.
Add inclusive acronyms like 2SLGBTQIA+, BIPOC, and AANHPI, if they apply to your work and intended audience
Incorporate a “Values” or “Mission” page if inclusivity is big for your clinic
For your team member pages, have your clinicians talk about their own struggles and learnings around inclusivity, identity, and more.
The branding elements you choose, from color palettes to photos to your website copy and language, will communicate a lot. Potential clients can take one look at your website and know if they want to work with your behavioral health professionals.
Once your website branding and messaging showcase your inclusiveness, every other marketing endeavor will be easier. Be sure to update your psychology today and other listings with this information. For your ads, consider using images of diverse people (not all one race, gender, or sexual expression, for example). Also consider creating standalone pages for certain specialties you may have, such as “LGBTQ Therapy” or “Therapy for Dads.”
Challenge #9: Destigmatizing Behavioral Health to Convert Clients
One challenge that still pops up in 2024 is stigma. Behavioral health clinics have to deal with the stigma around mental illness, and substance use especially. This may be an easy marketing challenge to overlook, seeing as mental health awareness has grown significantly in recent years.
Without addressing stigma, anyone who sees your marketing or website messaging can feel alone, misunderstood, and lacking support. They may feel hopeless, lost, and apathetic. What can you do to ensure your clinic stands out as a ray of hope and connection?
Solution #9: Destigmatizing Messaging and Blog Content
It can be a big step for someone to look at your website. To help potential clients feel even more comfortable, follow these tips:
Address common objections like “Will I cry in therapy?” or “I don’t know what I’m feeling” in your website copy. You can also address this in video content.
Write blogs that dispel myths about who goes to therapy and combat stigma, such as “men don’t go to therapy.”
Answer common forms of resistance in your FAQ, such as “What if therapy doesn’t work for me?”
Add an insurance page to your website if you accept multiple insurance plans.
Your clinic can avoid this common marketing challenge by tackling stigma head-on. Show people that you’re there for them, no matter what race, ethnicity, gender identity, sexual expression, religious belief, or behavioral health challenge they experience.
Challenge #10: Knowing What Marketing is Working
A big marketing challenge for behavioral health (and mental health care) clinics: knowing what marketing is working. Whether you’re using paid ads, SEO, social media, sponsorships, podcasts, or another channel, auditing the efficacy of each marketing channel is paramount.
Imagine you never audited your marketing. You’d undoubtedly be overspending on some channels, missing out on others, and not knowing the joy and results of effective marketing. Your clinic would be losing money and may still not be full. And people in your communities wouldn’t be getting connected to the professionals who could help them the most.
Solution #10: Running a Monthly Marketing Report
The solution to this common marketing challenge is to do monthly auditing. Why monthly? Because that offers the best insight, isn’t overly frequent, and is easier to stick to than quarterly or less often.
In your monthly marketing report, you can audit the important metrics of each of your marketing channels: SEO, YouTube, social media marketing, paid advertising, and more.
What benefits do you get from these audits?
Adjust and improve your strategies
Learn what important next steps to take
The ability to double down on what’s working
Pause or cancel strategies that just aren’t working
Lower your marketing costs by increasing your effectiveness
Quickly identify if something is not working as it should, and how to fix it
For more information on running a monthly marketing report, check out our comprehensive guide. And if you don’t want to do it in-house, let Beacon Media + Marketing take it off your plate, so you can focus on serving your community.
Challenge #11: Making Content That Doesn’t Get Penalized by Google
It’s one thing to shoot from the hip with your content. It’s another to make high-quality content that adheres to Google’s EEAT guidelines. The former may be penalized while the latter sets your clinic up for SEO success. While not flashy at all, following EEAT standards helps you win in the short and long term.
Creating content that doesn’t get penalized by Google is part art and part science. Google recently added another “E” to EEAT, an acronym that stands for “Experience, Expertise, Authoritativeness, Trustworthiness.” The newest Google algorithm wants content from people with first-hand experience, not just people with hearsay or second-hand accounts.
Without adhering to Google’s standards, your content and website will be pushed to the back of the line. Since virtually no one looks past the first ten results, your website will be effectively nonexistent.
Solution #11: Following EEAT guidelines
The solution for this marketing challenge is to follow Google’s guidelines. Here are some tips to implement in your marketing to ensure quality, user enjoyment, and EEAT standards:
Add something new to each topic you write about. So many blogs nowadays are spin-offs of what’s already out there. By adding personal experience and insights to your content, you’ll stand out in Google and with readers.
Show a little vulnerability or share a mistake you’ve made. Hearing about others’ hardwon lessons makes us trust them more, so show readers why they should trust you in your own marketing.
Garner reviews and showcase your average ratings on your website (see solution #13 below). This is a strong signal that new clients can trust you.
For authority, put each of your clinician’s education and notable work history on display. For more intense mental health disorders like psychosis or schizophrenia, your authority will likely outweigh the other factors in EEAT. It’s important to understand what potential clients are looking for.
Add your specialized training, niche-specific podcasts, and media appearances to your website. This will show that you’re a valued expert. Remember that expertise is a big factor that Google’s algorithm looks for.
Filter your online marketing through the EEAT lens. It will help you produce higher-quality content that sticks. As Google itself has said, create content that makes users happy and the rankings will follow.
Challenge #12: Staying Competitive with AI
Yet another big marketing challenge for Behavioral healthcare clinics in 2024 is staying competitive with AI. Since the release of ChatGPT to the public in late 2022, AI has found its way into every nook and cranny of marketing. And marketing for behavioral health clinics is no different.
If your clinic doesn’t use AI ethically and to its advantage, you risk falling behind more tech-savvy competitors. The result is worse marketing results, despite equal time spent. AI is too good not to use in your marketing workflows (or those of your behavioral health marketing agency).
Solution #12: Use AI to Enhance and Speed Up Your Marketing Efforts
To get and stay competitive with AI, use it for these functions:
Chatbots
Analyzing internal data
Acquiring new clients via SEO
Automating emails and reminders
Brainstorming lead magnets and content ideas
Internally, Beacon Media + Marketing uses a variety of AI tools. They’ve helped us streamline our processes and get better results for our clients. Start by using 1 new tool each month and trying to understand and implement it fully. If you ever need help with your marketing and benefitting from AI usage, allow Beacon to manage your marketing campaigns. You’ll get a free growth plan with our consultation.
Challenge #13: Getting Reviews and Testimonials
Getting reviews in an ethical, HIPAA-compliant way is a big marketing challenge. Like any business, behavioral health clinics would benefit from using testimonials and reviews in their marketing (such as on their website or brochures). But there are some legal hurdles to clear before you can benefit from these marketing tools.
For one, you cannot directly ask for a review or testimonial. That would violate ethical codes from the APA and the NASW. For another, you can’t use a testimonial from a current client. Without social proof from current or former clients, how can you get new clients to come to your clinic? After all, your conversions will suffer without social proof.
Solution #13: How to Ethically Source Reviews and Testimonials
As a behavioral health professional, you are not legally allowed to ask directly for reviews and testimonials. However, you can make it easy for clients to leave positive feedback in a few ways.
Create a testimonials page on your website where people can leave good feedback
On that same testimonials page, link to your GMB profile, Yelp, HealthGrades, and others
Have a sign in your lobby with a QR code to leave a GMB review
The best thing about these steps is that you only have to set everything up once. Then you or one of your office staff can respond to all reviews, both positive and negative, to increase engagement. This will help your clinic show up in local search results and fill your caseloads sooner rather than later.
Overcoming Obstacles to Great Behavioral Health Marketing
If you’ve made it this far, you’re ready to take on behavioral health marketing in earnest. You now know the biggest challenges of marketing in your industry. And you should have a lot more direction and insight into what actions to take next. For further reading, check out our blog on where to invest your marketing budget. If you’re already investing in Google Ads, see how your clinic compares to 72 others with our easy-to-understand benchmark data.
Marketing audits are crucial for the success of your mental or behavioral health clinic in 2024.
Billions and billions of investment dollars have been poured into the mental health space since the pandemic. And as marketing for these niches becomes more sophisticated and competitive, you need to know:
To help you get clarity on your clinics’ marketing audit process, we’ve created this complete guide to doing a successful marketing audit.
Want to skip the hassle? Allow Beacon Media + Marketing to conduct your marketing audit today and get your free growth plan.
Only One in Four Clinics Audit Their Marketing Strategies Regularly
In unique data from 173 mental and behavioral health clinics, collected by Beacon in late 2023, it was found that only 27.78% of clinics do monthly marketing audits.
Additionally, 51% are conducting no audits at any point throughout the year.
With the lack of an effective marketing audit, it’s no secret why clinics feel so uncertain about their marketing plan.
Monthly Auditing Is Essential, Here’s Why
Both mental health and marketing are changing rapidly.
In mental health, there are new advancements like widespread telehealth, the introduction of Ketamine-Assisted Psychotherapy and other upcoming psychedelic-assisted therapies, and an insurance landscape that’s due for an overhaul.
In marketing, the introduction of AI has changed everything, from blogging and SEO to video and social media.
Because mental health marketing is in such a state of flux, it’s important to track what’s working and what isn’t. The last thing you want to do is invest thousands (or tens of thousands) of dollars into marketing that isn’t bringing in new clients.
A Marketing Audit Helps You Save Money
Additionally, auditing your marketing helps you save money. An audit could alert you to ways you’re overspending on ads or pursuing dead-ends with your SEO strategy.
It can also show you if your website is a conversion engine or if it falls flat with site visitors.
Audit Your Marketing Efforts for Competitive Advantage
Lastly, by conducting regular marketing audits, you give your clinic a competitive advantage. By joining the roughly 1 in 4 clinics that conduct monthly marketing audits, you can outpace your competitors that avoid this task.
Now, what does a marketing audit entail for clinics like yours?
What is a MH or BH Clinic Marketing Audit?
The good news is that every little nook and cranny of digital marketing can be tracked.
Every time someone clicks on an ad, reads a blog, reaches out via email, and more, you get clues to the efficacy of your marketing strategy.
A monthly marketing audit is a deep dive into your clinic’s entire marketing ecosystem. But what exactly does it entail?
A marketing audit systematically reviews all aspects of your marketing strategies, from your website copy and messaging to your SEO, to the nitty-gritty details of your social media analytics.
It provides a comprehensive picture of what’s working, and what isn’t, and most crucially, it lays out clear pathways for optimization. A marketing audit also provides insight into the synergy of your marketing channels.
Here’s what your marketing audit should cover:
Website Analysis: Is your site easy to navigate? Does it clearly communicate your services and value proposition to your potential clients? Does it put your ideal client front and center?
Blog Content: Does your content resonate with your target audience? Is it informative, engaging, and does it position your clinic as a thought leader in mental/behavioral health care?
Social Media: How are your social platforms performing? Are you engaging effectively with your community, and are your posts driving action? How can you improve this aspect of your marketing strategy?
SEO: Are you maximizing your visibility in search engines? Are you checking all the boxes for your content? Is your site speed enabling or crippling success?
Paid Advertising: Are your ad dollars being spent wisely? Which campaigns have the highest ROI, and why? What are some ways you might be able to increase the efficacy of your ads?
Conducting a marketing audit allows you to make informed decisions, rather than relying on guesswork.
It identifies wasted resources, uncovers hidden opportunities, and aligns your marketing efforts with your business goals.
If you’re thinking this sounds complex, you’re right—and that’s why many clinics turn to professionals. Contact us today for a free consultation and start building your custom growth plan.
Before Auditing: Define Your Marketing and Business Goals
One last stop before you learn how to do a marketing audit.
As always, it’s important to know where you want to go if you hope to get there.
That’s why I recommend setting SMART goals for your marketing channels. This will not only steer your efforts in the right direction but also provide measurable targets to know when you’re reaching success.
What are SMART Goals? SMART goals are goals that are specific, measurable, achievable, relevant, and time-bound. This framework provides clear milestones and deadlines.
Specific: Clearly define what you want to accomplish with each of your marketing efforts. Instead of a broad goal like “increase awareness,” aim for “increase website traffic by 30%.”
Measurable: Attach numbers or clear indicators to measure progress. For instance, “achieve a 20% increase in new patient inquiries via our Google Ads.”
Achievable: Set goals that are challenging yet attainable within your current resources and market constraints. For a medium-sized clinic, this could be something like “hire a new psychotherapist within the next 6 months as our demand increases.”
Relevant: Align your marketing goals with your overall business objectives. If your clinic specializes in helping mothers with postpartum depression, create goals around this. Don’t create goals around helping men with anger, for example.
Time-bound: Set a definitive timeframe for each goal. Quarterly goals keep your strategies agile, while annual and long-term goals drive broader strategic shifts.
Time-Bound Goals for MH/BH Clinics
Let’s stop on that last note for a second. When setting time-bound goals, what time frames are most helpful?
Quarterly Planning: Set a calendar reminder every 13 weeks to review your quarterly goals. Use the results from your monthly audits, as well as market changes, to adjust course. Being aware of whether or not you’re reaching your goals is the start of meaningful progress.
Examples of quarterly goals:
Attract 10 new therapy clients via paid ads
Create 6 new service or specialty pages for your website
Add 13 new blogs to your website
Yearly Goals: Once per year, review your yearly goals. I recommend setting the date and having an accountability partner, or doing this with your leadership team so you don’t put it off (human nature, am I right?) When reviewing your yearly goals, see how close or far you are from hitting each goal. Prioritize goals for the next year and work to achieve them. Keeping yearly goals in mind will guide your marketing strategy audit.
Examples of yearly goals:
Hire 2 therapists and 1 part-time psychiatrist
Move to a bigger space in a centrally-located area
Speak at 5 conferences
Host 2 community events
Go on a company-wide wellness retreat
Long-term Vision: Beyond immediate gains, consider where you want your clinic to be in the next 3, 5, or 10 years. Setting long-term goals helps in building a sustainable growth plan that goes beyond short-term tactics. For example, based on the emerging field of ketamine-assisted psychotherapy, consider now if you’d like to plan to offer this service at some point down the line.
Examples of long-term goals:
Open another physical location, expand to another state
Partner with local governments on mental health initiatives
Transition 2-5 therapists to supervisor roles for greater impact
Develop a specialty program for combat veterans or abused children
Lower the cost to acquire a client by 25% via increasing operational efficiency
Defining your clinic’s goals before conducting your marketing audit provides a clear lens through which to view your data and results. It allows you to focus your audit on what matters most, ensuring your marketing plan is both effective and efficient.
How to Do a Comprehensive Marketing Audit for Your Clinic
Now it’s time for the brass tacks. In this section, you’ll read about the most common and effective marketing channels for mental and behavioral health clinics.
By the end, you’ll walk away with clear knowledge of what to audit, how to audit, and even which tools you can use. Let’s hop to it.
Ideal Client Persona(s)
While not a marketing channel per se, this is a foundational piece of all of your marketing. Your ideal client persona tells you exactly who you are trying to attract to your clinic.
For example, your ideal client persona could be Eliza, a mother of 3 and an attorney in Atlanta who struggles with depression and low self-worth. Eliza believes she is a burden to others, is not a leader, and is never “enough.” Lastly, Eliza reads articles online about depression and is motivated to improve her relationship with herself and her children.
By going in-depth on who you want to work with, you can create more effective messaging for all of your marketing channels. This leads to a cheaper customer acquisition cost (CAC). That’s why building and honing your ideal client persona is first on your audit.
When auditing your ideal client persona, here are some questions to consider:
Do you already have an ideal client persona in your current marketing strategy?
Does your clinic cater to multiple types of clients? How many distinct kinds of clients? Having multiple ideal client personas will help fine-tune your marketing and make it much more effective.
Has your ideal client changed since you last considered it? If yes, add depth, nuance, and any changes that you may have noticed. Don’t be afraid to start from scratch, as this is the foundation for all of your marketing.
When creating your ideal client persona, gather data and make notes for each of these aspects of your persona:
Job titles or functions
Industry
Single, dating, or married
Do they have children? If yes, how many?
Geographic location (often your areas of service)
Demographic
Motivations to improve/change
Objections to starting your service
What media channels do they frequent
What they currently do to solve their problems
Things they may have tried in the past
Persona quotes/things they would say
Create this document and pull it out every time you create new marketing campaigns and materials.
If you’re unsure of some of the answers, brainstorm with your team about your favorite 3-5 clients and see what they have in common. Then develop a persona that draws from each of these clients.
Don’t skip your client personas! They make every other marketing action you take more effective. And they’ll drive the success of your marketing campaigns going forward.
Website Copy
Website copy is all of the text on your website.
While we’ll handle SEO in an upcoming section, it’s important to call out your website copy here.
What to audit for:
Are you speaking to your ideal client persona in your website copy? Avoid speaking to people in general. Instead, write more targeted copy that will connect with the specific readers you hope to work with.
Is your copy written in layman’s terms? Often, clients don’t understand or resonate with therapy speak, psychobabble, or jargon that a professional would use. Make sure your copy “clicks” with your reader. If you’re not sure, ask a friend or family member who isn’t versed in the mental/behavioral health space. Do they understand it easily?
What’s the reading difficulty? We’re not writing a college textbook on your website. Make sure your website copy is easy to digest by aiming for 7th-grade reading difficulty, using short sentences and paragraphs, and choosing simple words over complex ones. I recommend you use the Hemingway app to ensure your copy is easy for all readers.
How much do you say “I” or “we?” If the copy is focused on you, readers won’t feel a connection. It’s much better to stick to the pronoun “you” or to avoid pronouns altogether. Some copywriters even say that you should say “you” ten times more than “I” or “we” to maintain the connection with your audience.
You should have at minimum a home page, multiple service/specialty pages (think 10+), about pages for each team member, and a contact page. How does your site measure up? What needs work? Does your experience shine through in your current marketing efforts?
Does your website have calls to action? CTA buttons help your reader take the next step, whether that’s reaching out for a free consultation or booking a service via your website. Litter these throughout each page of your website, trying to keep a CTA on screen as often as possible.
Using your ideal client persona to write effective website copy is the strongest foundation for marketing. Once your audit is done, this is the first thing you should work on. Effective, resonant website copy is one of your best marketing assets and only needs to be done once.
Search Engine Optimization (SEO)
You have a website, so it needs to be optimized for SEO. Otherwise, how will new clients find it?
SEO can seem like a big scary monster to some. But it’s important to audit your SEO to gain clarity around what’s working and how best to invest future efforts. Gather data around SEO and see if you’re reaching your marketing goals.
To audit your SEO efforts, you’ll need a few tools, some free and some paid.
Google Search Console. This free tool from Google will help you track important metrics from the SERP, such as impressions, clicks, and average position. Monitoring these metrics every month will give you the insights you need to reach the top positions and get site visitors.
Google Analytics (GA4). Another free tool from Google, GA4 will help you see what your top pages are, where your traffic is coming from, and provide insights into how users are interacting with your website.
Ahrefs or SEMrush. These tools have free and paid versions. They will help you do keyword research, track how many keywords you’re ranking for, and find ways to improve your rankings. These tools are also necessary for building a content plan and seeking high-quality backlinks.
GT Metrix. This is a tool with a limited number of free uses. GT Metrix helps you gauge your website’s speed and performance, which are critical aspects of SEO. A slow website will hurt your rankings.
Tracking your SEO performance every month will help you stay on the right track and find new ways to win. Luckily, SEO is an easy channel on which to conduct an internal marketing audit.
More considerations when doing your SEO audit:
What are the top 20 high-intent keywords you need to target? For example, if you specialize in eating disorders, you want to target the keywords “eating disorder therapist near me” and “eating disorder therapist” + the biggest city your practice in.
Do you have services/specialty pages for each of your 20 high-intent keywords?
If pursuing local SEO rankings, do you have relevant “service area” pages? For example, “online therapy Chicago.”
Do you include other hard-to-rank-for keywords in your team member pages, such as “female therapist near me”?
How can you improve the internal linking of your website? Linking between pages will improve your ability to show up for local searches, and it improves user experience. Aim to link to every major page of your website from the main navigation, the footer, and your home page.
Do you have your name, address, and phone (NAP) listed on your website?
Do you have CTAs on each page of your website to promote conversions?
Is your website optimized for mobile? Over half of people who use the internet do so from their phones, so this is essential. No website is complete without mobile optimization.
SEO is a behemoth in marketing. Once you start to rank highly, you can be rewarded for years with new clients. Also, it’s a great hedge against the increasing cost of Google Ads. If SEO isn’t part of your current marketing strategy, add it to your marketing plan.
I wouldn’t blame you if auditing your SEO seems like too much to manage. If you’d like help here, contact Beacon Media + Marketing today to improve your audit and get a free growth strategy.
Auditing Your Social Media Marketing Strategy
There are half a dozen or so social media platforms that you can use to market your clinic.
Assuming you’ve already chosen your preferred platform(s), here’s how to do a social media marketing audit process:
Gather the following information (per social media channel).
Profile information (name and URL)
Engagement metrics
Publishing metrics
Audience demographics
Referral traffic
Channel specific metrics
Evaluate platform performance. See which platform brings you the most engagement, and ultimately the most conversions of new clients. It’s one thing to get shares, likes, and impressions but no conversions. It’s another to have conversions.
Analyze audience engagement. Note the types of content that your audience engages with most. Also, note the type of content that falls flat with your audience. This will help you adjust your strategy later.
Ensure visual consistency. If your social media presence doesn’t have visual consistency, clients will not be able to develop a good connection to your clinic. Ensuring visual consistency is one of the biggest improvements you can make to your social media marketing.
Compare your results to what you can see from a similar-sized clinic. If you’re underperforming relative to a similar-sized competitor, note this. Jot down a few ideas of why that might be.
If you need help auditing your social media marketing, consider using a trusted tool like HootSuite or Sprout Social.
Once you’ve completed your audit, make notes about ways to improve your marketing strategy. We’ll talk about this more in a later section.
Email Marketing
It’s important to nurture prospects who show an interest in your services. This is where email marketing shines.
Marketing experts say it takes 7 contacts for a new prospect to make a purchase. You may not get to this threshold if you’re not gathering email addresses from people who visit your website.
Here are the most important metrics to track for your email marketing:
Clickthrough Rate
Open Rate
Conversion Rate
Bounce Rate
List Growth Rate
Email Sharing/Forwarding Rate
Overall ROI
Unsubscribe Rate
When auditing, make sure to consider the following questions:
Are you writing with your ideal client persona in mind? If not, expect watered-down results.
What’s your sending cadence? Once per week, five times per week, or other?
Are you A/B testing your emails? What aspects of the emails are you A/B testing?
How are you getting new subscribers?
Do you have a free lead magnet to give to new subscribers?
Email marketing has a high ROI of 36x. It’s important to get your email marketing strategy fine-tuned so you’re serving the most clients possible (while not leaving money on the table).
Google and Facebook Ads
Auditing your ad spend and efficacy will help you keep costs low, while still converting enough clients to stay full.
Ads are one of the most popular marketing methods due to their automatability, scalability, and power to convert new clients.
Take each ad channel separately, then audit for these metrics:
Google Ads Metrics
Click-Through Rate (CTR): This measures how often people who see your ad end up clicking it. CTR is a good indicator of how relevant and appealing your ads are to your target audience.
Conversion Rate: This tracks how many clicks on your ad result in a desired action, such as filling out a contact form or making a purchase. It helps assess the effectiveness of your ad in driving conversions.
Cost Per Click (CPC): This measures the average cost you pay each time someone clicks on your ad. Monitoring CPC helps manage your budget and determine the cost-effectiveness of your campaign.
Quality Score: Google’s rating of the quality and relevance of both your keywords and PPC ads. A higher quality score can lead to lower CPCs and better ad positions.
Impression Share: The percentage of impressions your ads receive compared to the total number they are eligible to receive. Low impression share could indicate bid issues or irrelevant keywords.
Cost Per Conversion/Acquisition (CPA): This metric measures how much it costs to acquire a customer. It’s crucial to understand the ROI of your Google Ads campaigns.
Facebook Ads Metrics
Reach and Frequency: Reach measures the number of unique users who see your ad, while frequency shows how often the same user sees your ad. These metrics help you understand your ad’s exposure and the saturation of your messaging.
Engagement Rate: This includes likes, comments, shares, and other interactions. High engagement rates are often indicative of content that resonates well with your audience.
Click-Through Rate (CTR): Like Google Ads, this measures the effectiveness of your ad in compelling users to click through to your website or landing page.
Conversion Rate: Tracks the percentage of people who clicked on your ad and then completed a desired action on your website. This is essential for evaluating the success of your ad in driving meaningful actions.
Cost Per Click (CPC) and Cost Per Thousand Impressions (CPM): CPC and CPM measure the cost-effectiveness of your ads based on clicks and impressions, respectively. These are critical for budget management.
Return on Ad Spend (ROAS): This is the total revenue generated for every dollar spent on advertising. ROAS is vital for understanding the overall profitability of your Facebook ad campaigns.
Ad Creative Performance: Analyze which types of ad creatives (images, videos, text) perform best. This can inform future creative decisions.
General Best Practices
Segmentation: Look at these metrics segmented by demographics, location, device, and other relevant factors to understand who your ads are most effective with and under what circumstances.
Trends Over Time: Evaluate how these metrics change over time to understand your campaigns’ long-term effectiveness and identify any seasonal fluctuations in performance.
A/B Testing Results: Regularly test different versions of your ads to see which elements work best and refine your approach based on data-driven insights.
By closely monitoring these metrics, you can gain a deep understanding of your ad performance on both Google and Facebook, allowing you to optimize your campaigns for better results and more efficient use of your advertising budget.
Google Business Profile (GBP)
Ranking well for local searches can help your clinic show up in the Google Map pack.
That’s the three or so businesses that pop up for local searches, such as “anxiety therapy near me.”
Here’s how to audit your GBP:
Make sure you only have one listing. Having multiple listings can send mixed signals to Google, which will only hurt your ability to be discovered by potential clients. It can take a few days to claim an old listing, so be sure to start this process right away.
Ensure your business name, address, phone, and website link are all correct.
Do you have high-quality photos of both inside and outside your clinic?
Is your listing description well-written and does it include local keywords?
Have you responded to all reviews, both positive and negative?
When was the last time you posted an update? If it’s been more than 3 months, make sure to schedule an update.
Have you completed the Q&A section?
Do each of your clinicians have their own GBP listing? If not, help them each create one, and link each back to your website. This will expand the number of ways new clients can find your clinic.
By the end of your audit, you should have several ideas on how to strengthen your listing and attract new clients.
The good thing about auditing your GBP is that it’s much simpler than Google Ads or SEO.
Therapist Directories
How are your directory listings performing?
Directories are a good way to get clients without breaking the bank. Sure, they won’t fill your entire caseload, but having a few directory profiles does help fill in some gaps.
The most common directories for therapists include Psychology Today, Therapy Den, Zen Care, Mental Health Match, Best Therapists, and more.
You’re paying for these listings, so it’s important to know if they’re pulling their own weight. Here’s how to run an audit:
List out each of your clinician’s directory profiles.
Have each clinician send you a screenshot from their dashboard. This is where you can see how many prospects have reached out.
No directory at the time of this writing can track how many prospects become clients. To track conversions, you’ll have to closely track all incoming calls to your clinic and each clinician. Which directory did they come from if any?
This is an optional marketing channel to track. As long as you’re getting 1 client who completes 2 to 4 sessions each year, most directory listings are worth the cost. Feel free to ballpark this marketing channel and check in every quarter rather than every month.
Referral Marketing
This is the old-school marketing strategy for therapists and clinics.
You’ll want to track your referral marketing because… well, it’s one of the only free marketing channels you have!
You’ll have to track your referral marketing in a spreadsheet or CRM. Here’s how to audit it:
See how many referral partners you have.
Check the number of referral clients who reach out from each referral partner.
Look for partners and partner clinics that you need to check in with.
Brainstorm new referral partners to contact.
Referral marketing is often forgotten, but it works amazingly well if you invest in your relationships.
Just remember to refer weak-fit clients to your partners as well.
What to Do with the Results of Your Audit?
Once you’ve completed your comprehensive marketing audit, it’s critical to translate the data collected into actionable insights. This stage is where strategic decision-making comes into play, helping you refine your marketing efforts to better target your desired audience and achieve your clinic’s goals.
Here’s how to proceed with the results:
Summarize and Make Recommendations
Create a Summary Report
Compile the findings from your audit into a structured report that highlights key insights, successes, and areas for improvement. This report should be clear and concise, providing an overview that is easily understandable for all stakeholders. Even a simple Google Doc with your recommendations, organized by marketing channel, can be enough.
Identify Trends and Patterns
Look for common themes or recurring issues that may have surfaced during the audit. This might involve underperforming marketing channels, standout strategies that are yielding good ROI, or gaps in your marketing tactics. Then consider if you want to double down on a strategy, change it, or pause it for some time.
Make Strategic Recommendations
Based on your findings, suggest actionable changes or enhancements. This might include reallocating your ad budget, realigning your content strategy, or upgrading your tools.
Address Budget and Resource Conflicts
Evaluate Budget Allocation
Assess how your current marketing budget is being spent versus the return it’s generating. Identify any misallocations of funds and suggest adjustments that align spending with the most effective marketing strategies identified in the audit.
Resource Reallocation
Consider whether your resources — such as staff time and technology tools — are being optimized. If certain areas are resource-heavy but yield low returns, it might be time to redistribute these resources to more impactful activities.
Plan for Necessary Investments
Sometimes, gaps identified during an audit might require new investments, such as hiring additional staff, investing in new software, or increasing the budget for high-performing channels. Plan how to integrate these costs into your budget effectively.
Schedule Your Next Marketing Audit
Set a Date for the Next Audit
Marketing is continuously evolving, and regular audits are essential to stay on top of trends and adjust strategies accordingly. Schedule your next audit in advance, making it a recurring event on your calendar. At Beacon, we recommend a monthly audit cycle. Marketing is too important not to track often.
Establish Ongoing Monitoring
Implement systems or routines for monitoring key metrics and marketing performance between audits. This ongoing monitoring will help you catch issues before they become problematic and allow for minor adjustments without waiting for the next full audit.
Encourage Team Feedback
Involve your marketing team and other stakeholders in the review process. Their insights and feedback can provide additional perspectives on what’s working and what isn’t, leading to more comprehensive improvements.
By systematically analyzing the results of your marketing audit, making informed recommendations, and planning for subsequent audits, you can ensure that your marketing strategies remain robust. When it comes to marketing audits, be proactive.
Use Monthly Marketing Audits to Grow Your Clinic
Throughout this guide, we’ve seen why it’s important to make monthly marketing audits for mental and behavioral health clinics.
The landscape of mental health marketing is changing before our eyes. It’s essential to audit your marketing monthly to remain competitive and profitable. Monthly marketing audits provide your clinic with agility, cost-effectiveness, and high ROI.
Importantly, audits allow you to identify what marketing strategies are working, which need refinement, and which should be discontinued. Audits ensure that every marketing dollar spent is an investment toward your clinic’s growth and success.
Key takeaways:
Define your SMART goals for your marketing efforts before beginning an audit.
Examine all of your marketing channels—from website and SEO to social media and paid advertising—to gather a holistic view of your clinic’s online presence.
Audits are worth the effort—they help you save money by reducing inefficiencies, enhancing your understanding of your target audience, and staying ahead of the competition.
As we conclude, remember that the ultimate goal of these audits is to ensure that your marketing efforts are as effective and efficient as possible, aligning closely with your clinic’s mission and business objectives. By making monthly audits a staple in your marketing strategy, you position your clinic to thrive in an increasingly competitive and ever-changing industry.
Seventy-nine percent of private practice owners and managers say that attracting new therapy clients is their top priority, according to Beacon’s 2024 State of Mental Health Marketing Report.
Yet for 45% of practice owners, their biggest challenge is knowing what type(s) of marketing work best for their practice.
In other words, where do you put your marketing dollars to best use? And how can you tailor your marketing spend to suit your unique clinic?
There are a number of marketing channels to choose from. Let’s find one (or more likely a mix) that works well for your mental health clinic for your marketing efforts.
Marketing Channels for Mental Health Professionals
Below we’ll cover 8 different marketing channels, what you can expect to spend on each, and tips for getting the most bang for your buck.
Google Ads
Placing ads at the top of Google search results is an effective (and scalable) way to connect with potential clients for most marketing strategies.
The benefits are that you can place a hard limit on your daily ad spend, such as $50 per day— and that you can easily turn off ads when your therapy practice is full.
The major downside is that placing ads can become more expensive as your clinic and your competition grow. (Though that doesn’t mean unprofitable, just less profitable.)
Beacon requested and received Google ads data from 72 mental health clinics. Here are some interesting findings from the data.
The average cost-per-click (CPC) was $3.74. The 25th percentile was $3.11 and the 75th percentile was $4.82. It’s important to know your CPC and to bring it as low as you can. Not every click will turn into a new therapy client, so you want to keep your CPC low. If your CPC is $3.74 or lower, you’re doing well.
The average cost per conversion (meaning the average ad spend until a clinic attained a client) was $29.20. Clinics in the 25th percentile spent $23.29 to acquire new clients, while those in the 75th percentile spent $41.00. If you’re a larger clinic with space for hundreds of clients, a $10 difference in cost-per-conversion can add up to a significant expense. By dialing in your Google Ads, niche, and website, you can lower your cost per conversion and save more money for your clinic. Aim for a cost per conversion of $29.20 or lower to be in the top half of mental health clinics.
The average monthly conversions for mental health clinics was 29.99. That’s 30 new clients per month through Google Ads, a fact that proves the efficacy in itself. Mental health clinics at the 25th percentile gained 18.94 new clients, while those at the 75th percentile gained 40.33 in a month. Aim for 30 or higher to be at or above average in this industry.
If you’re interested in running ads, think about how many new clients you need to attract. Then, spend roughly $300/month per client until you’re full. Just make sure to use data to adjust your ads over time.
Facebook ads have been described as the roadside billboards of online advertising.
As people browse their Facebook feed, they’ll see ads for your clinic on the side and be invited to click.
While Google Ads are shown to those who are searching for therapy services in your area, Facebook ads are shown to people who may or may not be looking for your services.
However, Facebook ads are still highly effective, as Beacon’s benchmark data makes clear.
The average cost per click (CPC) for Facebook ads is $1.58. Mental health clinics at the 25th percentile spent $1.18 per click, and those at the 75th percentile spent $1.78 per click. Facebook tracks your cost per click, allowing you to A/B test your ads until you find a winner. It’s important to know your CPC so you can work to make your ads more effective over time.
The average number of leads that mental health clinics got from Facebook ads per month was 7. Clinics at the 25th percentile received 4 leads per month, while those at the 75th percentile got 10 per month. If you’re interested in running Facebook ads, aim to get 7 leads (people reaching out for services, whether or not they end up working with your clinic) each month or more.
Benchmark data on cost-per-conversion isn’t available at this moment. However, if you’d like to know your cost-per-conversion for Facebook ads, divide your ad spend for one month by the number of new clients you received in that same month.
Similar to running Google ads, think about how many new clients you need to attract. Then, spend roughly $200-250/month per needed client until you’re full.
Other Paid Ads
Instagram, Twitter/X, Snapchat, LinkedIn, TikTok, and other social media platforms vary in degree of use by mental health clinics for advertising.
One interesting finding from Beacon’s 2024 report is that “87% of all clinic and practice owners surveyed say they are already utilizing paid social media advertising.”
So the widespread adoption is already there. What’s lacking is clear information about how well advertising on these other platforms works for converting new clients.
At this moment, I recommend using proven platforms like the above-mentioned Google and Facebook ads, or to work with a platform specialist. Even more so if they specialize in helping mental health clinics fill their caseloads.
As for cost, expect to spend at the same rate as for Google ads or less.
Search Engine Optimization (SEO)
Getting your clinic’s website to rank in the top spot in Google search results is a dream for many.
Every clinic owner knows they “should” invest in SEO. But how do you know if it’s the right marketing channel for you?
SEO is best thought of as a long-term marketing channel because it is. Experts recommend three to six months of consistent work before results begin accruing.
And some experts even say 8-12 months.
After all, SEO is dependent upon you, your ideal clients (target audience), and your local, state, and perhaps national competition.
However, the upsides to SEO are huge. Here are a few of my favorite benefits:
You have a chance to rank for thousands of search terms, meaning there are thousands of ways for clients to find you.
Once you put in the work and get to the top spot, you generally stay there, barring a more disciplined competitor, a technical website issue, or being flagged for some reason.
SEO builds over time. Once results hit, they can hit big.
Additionally, Google Ads only get more expensive with time as the competition grows in your areas of practice.
With the right SEO strategy, you can keep your marketing costs lower long-term.
SEO Benchmarks
Beacon is working on getting accurate SEO benchmark data from mental health clinics, and hopes to have this data by early 2025. This will be after collecting data for the forthcoming 2025 State of Mental Health Marketing Report.
What I can share for now is the type of results that SEO gets for mental health clinics.
Increased conversions by 312% and added 3 new providers for NYC Therapeutic Wellness
In terms of investment, expect to spend at least $1,000/month for at least 3 months, and potentially for 6 or more before results come in strong.
Also, depending on the current state of your website, there may be an additional upfront fee to straighten things out and to prepare the grounds for future success.
Email Marketing
Drawing users onto your website with SEO, paid ads, and social media content marketing allows you to get people subscribed to your email marketing.
Once people are signed up to receive emails from you, you can send them helpful and informative emails, adding in a request that they start therapy with you from time to time.
And the results can be huge.
Results show that for every $1 you spend on email marketing, you can receive around $36 in return (on average).
Additionally, your email marketing can be highly automated. By creating a 3-day, 5-day, 7-day, or longer email series, you can have your first few emails ready to go for each new subscriber.
You just have to set the system up, write the emails, and let your emails do the work of bringing clients into your clinic.
One way to increase the number of subscribers you get is to develop a free “lead magnet.” I most often see these take the form of a free download, free quiz results, or a free guided meditation/visualization.
The point is to give your lead magnet to people in their email AFTER they’ve subscribed to receive emails from you (and opted in twice for extra verification).
How Do You Know if Email Marketing is Right for Your Clinic?
To know if email marketing is right for your clinic, let’s look at the cost.
Developing a lead magnet can cost $300-$1,000+, depending on the length, graphic elements, and if you do it in-house or partner with an agency.
Then there’s the cost to write a full email sequence. Let’s take a 5-email sequence as an example.
If you happen to have an experienced email marketer on your team, the cost can be a few hours of work, perhaps $200.
On the other hand, a freelancer can charge $50, $125, or even $500 per email.
But don’t let the price tag make you flinch. As part of an overall marketing strategy, email marketing can add value to your clients, convert more prospects into clients, and be fully automated from top to bottom.
Total cost for a 5-email welcome series:
Written in-house with a lead magnet: $500, will work but leaves much room for improvement
Written in-house with no lead magnet: $200, may not be very effective without lead magnet or expertise
Written by an experienced marketer or agency, with lead magnet: Up to $3,500
Written by an experienced marketer or agency, no lead magnet: $625 – $2500
Social Media Content Marketing for Mental Health Services
In contrast to paid advertising, you can use your company’s social media to post free information and attract new clients.
Therapist Directories
Having each of your clinicians set up their profiles on directory sites is cost-effective marketing.
For example, Psychology Today is only $29.95 per month with the first 6 months free. By attracting 1 client per year who attends at least 2-3 sessions, this listing pays for itself.
And there are other therapist directories, such as Good Therapy, Therapy Den, Mental Health Match, and Zen Care.
Then there are more niche directories like Therapy for Black Girls and Asian Mental Health Collective.
How to Use Therapist Directories for Your Marketing
Have every clinician in your clinic create a listing on Psychology Today. This will increase the reach of each clinician and bring valuable backlinks to your website. Just make sure they all fill out their profiles with the correct contact information for your clinic.
Get each clinician set up on TherapyDen, Best Therapists, and Choosing Therapy – they’re free (as of May 2024)! As above, ensure each clinician uses the correct contact information for your practice and adds a link to your clinic’s website.
Experiment with a few other directories and see how they perform over time. It’s incredibly important that you track your incoming calls and messages so you know which directories are working. For paid directories, keep the ones that work for your clinicians and unsubscribe from those that don’t pull enough weight.
I recommend you use therapist directories as free/cheap marketing tools. They have added benefits like visibility, networking, and giving your local SEO an advantage.
Also, get set up on Yelp, Yellow Pages, Better Business Bureau, Angie’s List, and Local for stronger signals to Google.
Google My Business Listing
You want your clinic to show up in the Google Map Pack, those 3 or so practices that populate Google’s map widget when someone searches for a “near me” term.
For example, if you work with kids experiencing anxiety, you want to pop up when a parent searches “child anxiety therapist near me.”
Getting your clinic to pop up on Google Maps takes consistent effort, but it’s incredibly worth it. Here’s how to do it:
Increase your footprint of “near me” terms on your website. This can look like pages explaining your services, such as “anger therapist for men near me.” Adding these pages with the “near me” terms gives a signal to Google that you’re accepting local clients.
Add your contact information to the footer of your website so it’s on every page.
Add your contact information a second time on your service pages. It doesn’t hurt, and it very well could help.
Get backlinks from local charities, nonprofits, universities, and governmental bodies. These will send a very powerful trust signal to Google, and they’ll start to recommend your clinic in their map pack.
Start getting reviews from clients by leaving a link in your website footer, and navigation, and inviting reviews in your email marketing. This will help you stand out to clients and to Google’s algorithm.
BONUS: Have each of your therapists create their own listing in their own name, and include a link to their about page on your clinic website.
This last point will accomplish a few things: increasing your digital footprint for both your practice and each clinician and giving a link to your about pages which oftentimes don’t get much love.
Another tip is to include a keyword in each therapist’s listing. For example, “Sarah Bowden, Licensed Marriage and Family Therapist Specializing in Depression.”
Remember setting up your therapist directory profiles? This also goes a long way toward getting your website to show up for Google’s Map Pack.
The best part about your Google Business Profile is that it’s 100% free (aside from a little elbow grease). You can be fully set up within an hour.
Developing a Marketing Plan
Now you know the most popular and effective marketing channels for mental health clinics, as well as a few tips and benefits for each.
So how do you go about creating a marketing plan for your clinic that works for your practice?
Beacon Media + Marketing would like to extend an invitation to get your free growth plan. This is a marketing strategy that’s based on effective branding, and matching your services with your ideal audience and location.
If you’re a medium or large-sized mental health clinic, you have a lot of caseloads to fill.
So of all your marketing efforts, you may be relying on Google and Facebook Ads to put butts in seats. But are you overspending?
If you’re filling 20 seats per month and spend $20 more than you need to acquire a client, that’s $400 per month and $4,800 per year more than you need to!
So you can see why reducing your cost to acquire a client (CAC) is so important.
In this blog, we’ll review our unique ad performance data gathered from over 60 mental health clinics, from large franchises to private practice, and see how yours compares.
Finally, we’ll give you tips for lowering your CAC and increasing the ROI on your ad spend, so you’re not wasting thousands each year on ads at your therapy practice.
Introducing New Ads Benchmark Data for Mental Health Providers
Benchmark data is important for every industry and their corresponding marketing strategies, from hair salons to plumbers to mental health clinics.
By aggregating data from various companies within a particular industry, you get averages. This is what benchmark data is – industry averages for various marketing channels like paid ads, SEO, and social media.
Beacon Media + Marketing gathered Google Ads and Facebook Ads data from 72 and 66 mental health clinics respectively.
Google Ads Benchmark Data
Cost per Click (CPC)
Average: $3.74
25 percentile: $3.11
75 percentile: $4.82
Cost per conversion
Average: $29.20
25 perc: $23.29
75 perc: $41.00
Conversions
avg: 29.99
25 perc: 18.94
75 perc: 40.33
These benchmarks are based on data from 72 U.S.-based mental health clinics.
Facebook Ads Benchmark Data
Cost per Click (CPC)
Average: $1.58
25 percentile: $1.18
75 percentile: $1.78
Leads
average: 7
25 percentile: 4
75 percentile: 10
These benchmarks are based on data from 66 U.S.-based mental health clinics. Interested in learning more about mental health ads?
Reviewing the Data On Advertising Mental Health Services
While both Google Ads and Facebook Ads are effective at converting new clients for mental health clinics, we have more data supporting Google Ads and target audience conversions for mental health topics.
You can see that the average mental health clinic had a cost per conversion of $29.20 from Google Ads
Not bad to acquire a new client, who can spend a few thousand dollars over the time they spend with your clinic.
Also, the average cost per click was $3.74, and the average clinic gained approximately 30 new leads per month from Google Ads.
While cheaper per click (at only $1.58 CPC), the ROI could be clearer. Gaining 7 leads per month is the average, and is still very valuable, but it may not be enough for some of the larger clinics out there.
Would you like to know how your clinic compares to others across the country? To see if you’re spending too much and learn how to lower costs? Join our Benchmark group for Facebook ads.
How Does Your Mental Health Practice Compare?
If your mental health practice spends less than average to get potential clients, that’s great news. Keep doing what you’re doing and serving your community positively.
However, if you made it this far, we have to assume there’s room for growth.
How can you lower the cost of getting a new client for your mental health clinic?
For Google and Facebook Ads, you need to be tracking your cost-per-click (CPC) and click-through rate (CTR).
Cost per click is what you spend each time someone clicks on your ad. If you take your total ad spend and divide it by the number of clicks your ads receive, that will tell you your cost per click.
Click-through rate is the percentage of people who click on your ad after it’s displayed onscreen. CTR can tell you if your ad is attractive enough for potential clients, and you should always aim to improve this metric.
CPC and CTR are the most important metrics, yet you should also track the following:
Reach – The number of unique people who saw your Google or Facebook ad.
Impressions – The number of times your ad was shown. Some people will be shown your ad multiple times, which is good because it takes multiple impressions for your ad to connect with a new prospect in most cases.
Engagement (Facebook) – The number of likes, comments, and shares on your ad.
Engagement Rate (Facebook) – The number of likes, comments, and shares on your ad divided by the number of people who saw your ad.
Link clicks – the number of clicks on your ad that go to your profile or website.
Clicks – the number of clicks on your ad, not including reactions, comments, or shares. Examples include clicking to watch your ad video, to expand your ad, or to enlarge a photo.
Tracking these metrics will give greater context for your ad’s success.
Reducing Cost per Conversion Through A/B Testing
A/B testing is how marketers develop more cost-effective ads over time.
By A/B testing your ads over time, you can complete dozens or hundreds of tests and identify an increasingly cost-effective ad.
For example, if your Google Ad sends prospective clients to a landing page for your EMDR specialty, you can test different elements over time. These include your headline, CTA text and color, images, and placement of various elements.
After a few tests, your ad will already perform much better than initially. After hundreds of tests, the cost-effectiveness of your ad will be head and shoulders above the initial test.
By staying consistent in your marketing strategy and testing different parts of your ads and landing pages, you’ll drive down your CPC, increase your CTR, and lower the cost of acquiring a new client.
Outsource Your Ads, Multiply Your Growth
If running, testing, tracking, and updating your ads sounds like a lot of work, consider outsourcing to experts.
Let’s face it, all mental health professionals need to save time so they can focus on therapy services and much more. By outsourcing to marketing experts, you’ll get your time back to focus on operating your clinic and serving your community while growing steadily. You CAN have both growth and time to focus on impacting the lives of those in your community.
At the time of this writing, Beacon Media + Marketing offers a free growth plan to all clinics with a monthly marketing budget of $2,500 or more. If you don’t have this amount for your budget, we have trusted partners who can work with you.
Ads should be a tremendous boon for your practice. If they feel more like a necessary evil or a chore, let our ads experts handle them for you, so you can focus on the work you love.
Ready to learn the art of therapy advertising and how a new class of mental health marketing can drive you to the top of search results? Reach out today for a free discovery call.
