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The Practice of Therapy Podcast ( helps therapists, counselors, and other mental health clinicians start, build and grow in their private practices.  Whether you are just starting into private practice or have been in it a while, The Practice of Therapy Podcast will give you information to help you grow and succeed!

Jun 28, 2021

Michaela is a licensed psychologist and copywriter for health and wellness professionals. She joins the show today to speak about expanding your reach with marketing, specifically in multiple states. First, therapists need to redefine marketing and how it looks for them. Plus, Michaela talks about the importance of an 'About Page' and how you can uplevel the copy you use on your website and social media.

Meet Michaela Bucchianeri

Michaela Bucchianeri [mih-KAY-luh BOO-kyuh-NEHR-ee], PhD, LP, is a licensed psychologist and copy coach for health and wellness professionals. She shares practical guidance to help healers and helpers get clear on their unique value, communicate it with heart, attract and serve the people they love working with most… and actually have fun along the way!

Expanding Your Reach With Marketing

First, get clear with your reach goal. What territories are you looking to expand into? Depending on who you want to reach will dictate what you write on your website, and what SEO will work for your practice. No matter where you want to find people, make sure your potential clients get a cohesive picture of who you are. Also, make sure to do location-specific outreach. There’s a layer of complexity, but it doesn’t have to be complicated. Think about which communities you are a member of – get to know your local communities and local issues.

We Need To Redefine Marketing

Therapists didn’t go to school for marketing. At the same time, we need to get over it and redefine it. We have to operate differently on social media. We can’t just ask about traumatic situations on Instagram. Instead, we have to frontload relationship building through marketing and education. From there, potential clients will reach out to you for assistance. Plus, you have to convey to people in as few words as possible what life will be like when they come to therapy.

How To Write Copy For Your Website

Therapists are natural copywriters and natural communicators. Start by creating a copy bank of words and phrases from people you are trying to reach. This can be a simple spreadsheet where you store terms that your clients are using to describe what is bringing them to therapy. Plus, you need to mention the benefit that people will receive from therapy. What is their life going to be like after seeing you? Think about what your clients would say to this question: If you woke up tomorrow, and none of this was a struggle for you anymore, what would be different? Over time, you accrue lots of different examples of this copy from clients.

The Importance of Having an About Page

The about page gets a lot of traffic. Luckily, your about page doesn’t have to be complicated. Instead, it’s about making the about page more concise, so people do not have a hard time reading it on your website. Michaela wants to help you stand OUT while standing firmly IN your own personality and integrity. She is ready to help you be more intentional with your copy to beat overwhelm and get that page up. You can learn more about Michaela by checking out her website here:

Being transparent… Some of the resources below use affiliate links which simply means we receive a commission if you purchase using the links, at no extra cost to you. Thanks for using the links!

Michaela’s Resources




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Meet Gordon Brewer, MEd, LMFT

Gordon is the person behind The Practice of Therapy Podcast & Blog. He is also President and Founder of Kingsport Counseling Associates, PLLC. He is a therapist, consultant, business mentor, trainer, and writer. PLEASE Subscribe to The Practice of Therapy Podcast wherever you listen to it. Follow us on Twitter @therapistlearn, and Pinterest, “Like” us on Facebook.