Private practice marketing strategies: Website First

Are you exploring private practice marketing strategies as you get your business off the ground? Opening a practice is full of decisions, and how to actually market your new business is one of them. We spoke with therapist Alicia Murray and osteopath Melanie Emlyn on the topic, and they shared some advice on how to think about marketing based on where you are in your business, and what tends to make sense at each stage.

💡 Quick tip before we get into it: Are you brand new to private practice? Jane’s new Practice Pack Guide pulls together advice from clinic owners and practitioners who've been exactly where you are. Give it a read here.

Now, for the marketing advice:

Step 1: Start with your foundation

Before jumping into any specific channel, it's worth asking: what does marketing actually need to do for your practice right now?

A new solo practitioner building a client list has different priorities than an established clinic trying to hold onto its market share. If you want to go deeper on that question, this article on what actually works for health and wellness clinics is a good place to start. It covers seven different marketing approaches based on real stories from clinic owners.

That said, if you're early in your journey, a website is usually the best place to start. When someone hears about you through a referral, a social media post, or a search, the first thing they often do is Google you. What comes up matters.

Alicia Murray is a therapist and practice consultant, and according to her, many people are now either Googling or asking AI for a practitioner in their area. In the early days, your website will tell search engines you exist, signal what you do and who you help, and give potential clients a place to land and make a decision.

But according to Melanie Emlyn, a solo osteopath, it doesn't have to be perfect on day one. If you can get a bare bones version up with your services, your location, and an easy way to book, you can continue to build it out when you can.

💡 Did you know Jane Websites can help you do this in minutes? By syncing the details in your Jane account, it easily creates an online home for your business that's personal, discoverable, and ready to share. Learn how to get started here.

One thing to do right away is to ensure your online booking page is linked directly from your website. Once someone lands on your site and decides they want to work with you, the goal is to get them on your schedule before they click away.

Step 2: Build on your marketing strategy with social media

If you’ve got your foundational website set and you’re at a place to invest a little more into marketing, social media is a natural next step.

While people might go to your website to understand your services, they’ll go to your social media page to get a feel for you. A profile with a few recent posts, a clear bio, and some sense of who you are behind the clinical credentials. These things can build trust in a way that a website alone can't quite replicate.

But the bar here is lower than you might think. Alicia's advice is simple: if showing up consistently on social media isn't realistic for you right now, put up three talking-head videos and let it be a reference point. Just enough that someone can see how you communicate, get a sense of your personality, and feel something.

And, to make some of the lift feel a little lighter, you can lean on AI to help craft some of this. As Jane’s very own Destin Jones explains here, AI can really help take the "chore" out of showing up on social media.

The question "Do I have to be everywhere?" comes up constantly in practitioner communities, and the honest answer is no. Pick one platform that fits your audience, keep it simple, and always show up authentically.

Step 3: Explore blog posts as a longer-term investment

Blogging is not a day-one move. It takes consistent effort and a longer runway before it pays off. But when you have capacity to invest in marketing long-term, a blog can do things no other channel can.

Alicia's group practice blogs regularly, and she's clear-eyed about why: it drives search traffic and allows her to go deep on the specific experiences her ideal clients are going through, and the things that can't fit neatly into a homepage. "It helps clients to feel seen and heard," she said, "and it's a great place to insert small pieces of your story if it's something you yourself have gone through."

From a discoverability standpoint, blogs are how a website stays relevant over time. Google rewards fresh, specific content, and so do the AI tools people now use to find practitioners. A question someone searches ("therapist for narcissistic abuse in [city]") can become an article that ranks and draws in exactly the right person.

Quick recap on the private practice marketing steps, based on the stage your business is in:

Just starting out? Assess your business, and build your marketing from there. Starting with a website is a great way to build your foundation, and get your services, your location, and your booking link out there.
Ready to start investing more in marketing? Add a social media presence. You don't need to post constantly. Just establish something real that gives people a sense of who you are (and lean on AI where you can.)
Have the capacity for a longer-term marketing investment? Start blogging. This is how you build topical authority, get specific about who you help, and start showing up in searches over time.

Frequently asked questions

Do I really need a website if I already have an Instagram page?

Yes. Social media profiles don't rank in Google the same way a website does, and more and more people are asking AI tools to recommend practitioners in their area. Those tools tend to pull from indexed web content, not social posts. Your Instagram can complement your website, but it can't replace it.

What's the minimum a practice website actually needs?

At minimum: your name and credentials, a description of your services, your location (or a note that you're virtual), and a way for clients to contact you or book. A booking link you can actually use is the highest-value thing you can add from day one. You can always add more later.

How often do I actually have to post on social media?

There's no magic number, but consistency beats frequency. A profile that posts once a week reliably is more trustworthy than one that posts ten times and then disappears for three months. If social media feels overwhelming, post a few times to establish the profile, then aim for a cadence you can genuinely maintain.

Does blogging actually help a small practice get found?

It can, but it takes time. Blog posts that target specific search terms ("massage therapy for postpartum recovery in Toronto") can rank for long-tail searches that your homepage never would. The payoff is slow, but the content keeps working for you long after it's published. Alicia Murray's practice uses their blog to niche down into specific client experiences, which both helps with SEO and helps potential clients feel understood.

What's a Google Business profile, and do I need one?

No matter what stage you’re at in your business, a Google Business profile is an easy win. It’s a free listing that shows up when someone searches for practitioners near them, and will quickly guide potential clients to your location, hours, a link to your website, and reviews. Setting it up takes about 30 minutes and makes a real difference for local search visibility. If you want a deeper walkthrough on making your profile work harder, this guide on improving your Google Business Profile covers the specifics.

You can hear Alicia and Melanie’s strategies on marketing your brand, story-telling, and how to get your name out there in a meaningful way. Watch the full Ambassador Office Hours session here.