Converting Clients

If you’ve recently raised your rates and your consultations aren’t turning into clients, you most likely have a conversion problem—not a pricing problem. The good news? Marketing problems are a lot easier to solve than the emotional problems we help our clients with.

Now, let's be realistic. Depending on where you live and how high your fee is, some callers simply won’t be able to afford it. That’s okay. But even then, I’d expect more than 1 in 5 consultations to convert into clients.

So, let’s talk about the top reasons why potential clients don’t convert:

1. They genuinely can’t afford your fee. There’s not much you can do here—except offer excellent referrals. Everyone deserves access to quality care, so make sure your referral list includes providers who take insurance, offer sliding scale options, or charge lower private-pay rates than you.
   
   
2. You are attracting people outside your ideal fee range. This is something therapists worry about more often than it actually happens. I get asked all the time how to attract more financially resourced clients—but here's the truth: people from all income levels struggle with the same issues. You don’t need thousands of clients, just a few dozen who are a good fit. Don’t get bogged down worrying about their income. Instead, make sure your website looks clean and modern, and show up to networking events as your authentic self—not in a “professional therapist” costume. That authenticity matters more than you think.
   
   
3. You're unclear about your fee online. I get asked a lot whether I think therapists should put their fees on their websites. My answer? Yes—absolutely. Yes, you might have a better chance of “selling” someone on the phone—but if someone is already nervous, struggling, or has been urged to get help for months, discovering an unaffordable fee after finally mustering the courage to call can feel like a gut punch. It’s better to be upfront.
   
   
4. You haven’t demonstrated your expertise. Clients who are willing to pay out of pocket usually do so because they believe in your ability to help them. If someone has reached out, they’re at least partially convinced it might be you. Your job on that first call or email is to reinforce that belief—not by bragging, but by listening. Ask what brings them in, respond thoughtfully, and show that you understand. If you make a genuine connection, and they’re choosing between you and someone else, that may be the deciding factor.
   
   
5. Your phone consultation feels awkward. That first conversation matters. Clients need us to take the lead—to be the calm, confident guide. It shouldn’t become a therapy session, but it should leave them feeling heard, understood, and safe. I’ve always been a big believer in having a script or structure for these calls. It helps you stay grounded and consistent while creating a smoother experience for the potential client.

If your consultations aren’t leading to new clients, don’t rush to lower your rates. Instead, take a close look at how you're presenting yourself, your process, and your value. A few small changes can make a big difference. With clarity, consistency, and compassion, you’ll not only increase your conversions—you’ll attract the right clients for your practice.