The first three months of a new practice are when it's most tempting to try everything at once: a website, five directories, Instagram, ads, a newsletter. Most of that can wait. What can't wait is the foundation people check before they book, and the relationships that send you clients for years.
I'm building my own practice, Layered Health, right now, so this is the plan I'm following myself. It assumes a solo clinician with a modest budget. In Reframe's 2026 budget guide, a realistic starting point is $150 to $500 a month, and you can do most of what follows for less.
Before day 1: get clear on three things
Everything else depends on these, so write them down first.
- Who you help. One or two specific populations and concerns, in words a client would use.
- What it costs. Your fee, the insurance you take, superbills, sliding-scale spots. In Thriveworks' 2025 survey, 95% of people said knowing their out-of-pocket cost before booking matters.
- How people book. One clear next step: a free 15-minute consult, booked through a HIPAA-compliant scheduler.
Days 1–30: build the foundation
The goal for the first month is simple: when someone hears your name, they can find you, trust what they see, and book.
- A simple website. Home, about, services, fees and FAQ, contact. It doesn't need to be fancy, but it needs your fee, your specialties, a real photo and crisis information.
- No ad tracking on it. Skip the Meta Pixel and similar tools; use privacy-friendly analytics instead.
- Google Business Profile. Free, and often the first thing people see when they search your name or "therapist near me." Use the same name, address and phone number everywhere.
- A Psychology Today profile. Work through the Psychology Today profile checklist.
- One more directory that fits your niche, like Inclusive Therapists or TherapyDen (see Therapist directories compared).
- Insurance directories. If you're in network, check that every plan lists you correctly and shows you as accepting new patients.
- An intake question. Add "How did you hear about me?" to your intake so you can tell what's working from day one.
Days 31–60: start the relationships
More people look to their primary care provider when they're ready for therapy than anywhere else (39% in the same Thriveworks survey). This month is about getting on those providers' lists.
- Build a list of 40 to 60 referral prospects: PCPs, specialists who see your population, psychiatric prescribers, and a few therapists with complementary specialties. Building a referral network that lasts walks through it.
- Make a one-page referral sheet: who you help, availability, fees and insurance, how to refer, and how fast you respond.
- Send your first 15 emails to your A-list (How to get referrals from doctors has a script), and follow up two weeks later.
- Have three real conversations: a call, a coffee, or a short talk for a practice's staff.
- Introduce yourself to colleagues. Join a local counseling association or consultation group. Other therapists are often your fastest early referrals.
Days 61–90: add one visibility channel and settle into a rhythm
Now pick one more way to be found, based on where your clients actually are. Don't do all three.
- Search. Write one service page for your main specialty and location ("Anxiety therapy for new parents in Philadelphia"), and one helpful blog post a month.
- Community. Offer a free workshop or talk at a library, employer, school or community organization connected to your niche.
- Social media. One platform, one or two posts a week, general education only, with crisis information in your bio. Only if you'll enjoy it enough to keep going.
Then set up the habits that keep everything running:
- Every other week: 30 minutes of referral outreach and follow-ups.
- Every month: tally where new inquiries came from (the source, not the person).
- Every quarter: update your directory profiles, send referral partners a short availability update, and drop whatever hasn't produced a single inquiry.
What to skip for now
- Paid ads, until your website and profiles convert the visitors you already get. Ads send people to your front door; make sure the door works first.
- Expensive agency retainers. At this stage you need a plan and a few relationships, not $1,500 a month of SEO.
- Anything that asks clients for reviews. The ACA Code doesn't allow soliciting testimonials from clients (Ethical marketing for therapists explains why).
What day 90 should look like
By the end of three months, you should have a website and profiles that say clearly who you help and what it costs, a referral list with real names and a calendar reminder to tend it, and a few months of data on where your inquiries come from. That's a practice that can grow steadily, without you having to become a marketer.
If you'd like a plan built around your specific market, Full Panel's Practice Growth Audit & Roadmap starts exactly here. Book a free consult.
Sources: Thriveworks, Nov. 2025 · Reframe, therapist marketing budget, 2026