Everything You Need to Know About Ethical Marketing Practices for Therapists

Hey y'all, Dr. Kate Walker here. If you’ve ever found yourself wondering how to market your private practice without crossing any ethical lines, you’re not alone. Therapists everywhere are trying to strike that tricky balance between visibility and confidentiality, and that’s exactly what we tackled in this week’s Step It Up group coaching session.

Let’s break it down: from Google reviews to informed consent to your Instagram bio, marketing your practice ethically isn’t just possible—it’s essential. Let’s talk about how.

Badass Therapists Building Practices that Thrive #131: Everything You Need to Know About Ethical Marketing Practices for Therapists

What Ethical Marketing Practices for Therapists Really Look Like

First things first: we are licensed professionals. That means we’re custodians of our clients’ protected health information (PHI), and we have to play by the rules—HIPAA, FERPA, and our licensing boards. And let me tell you, marketing ethically means understanding that just because a tool like Google or social media exists doesn’t mean we can use it however we want.

A solid ethical marketing practice starts with clear communication. That’s where your informed consent comes in. Make sure your consent form clearly states:

• You won’t communicate with clients via social media (no DMs, no comments, nada).
• You won’t respond to Google reviews—especially if they’re from clients.
• You include boundaries and expectations for digital engagement.

In other words, marketing starts before the first session. You’re telling clients exactly what to expect from your digital presence.

Google Reviews and Informed Consent: Proceed With Caution

Let’s be honest: Google reviews for therapists are powerful. They influence how we show up in search results, and they absolutely shape how new clients perceive us. But ethical marketing practices for therapists mean we don’t solicit reviews from clients. Period.

Here’s what you can do:

• Claim your Google Business profile. Even if you’re virtual, it’s worth checking to see if you can get that postcard with the verification code.
• Respond only to non-client reviews. If a colleague who’s seen you teach writes a review? Go ahead and say thank you.
• Report fake or inappropriate reviews. Google lets you flag reviews for being spam, off-topic, or containing personal information.

If a client leaves you a glowing review? Great. But don’t respond. The moment you acknowledge it, you’ve confirmed that person is your client, and that’s a boundary we don’t cross.

Using Social Media (If You Even Need It)

Let me just say this: I love social media. But I also know it can be a hot mess of ethical landmines for therapists.

So before you jump into TikTok dances or Instagram reels, ask yourself why you’re even using it. Is it to reach new clients? Build community awareness? Refer colleagues?

If you don’t have a clear strategy, don’t just post because someone told you you should. Plug your goals into ChatGPT. Ask it to help you weigh the pros and cons of using social media for your specific practice. You may find that focusing on SEO and Google reviews is a better (and safer) way to build your presence.

Marketing Without Testimonials: It Can Be Done

You don’t need client testimonials to show your value. What you need is data—and that’s something you can collect ethically.

Try:

• Outcome surveys. Use HIPAA-compliant platforms to ask clients about things like timeliness, ease of scheduling, or overall satisfaction.
• Aggregate the results. Something like “92% of our clients say they would refer us to a friend” is gold for your website or Canva graphics.
• Ask colleagues and class attendees for reviews. If someone’s seen you speak or teach, they can write a factual review without crossing ethical lines.

You’re not just promoting yourself—you’re promoting your professionalism.

Wrapping It All Up (With a Cherry on Top)

Ethical marketing practices for therapists come down to three things: transparency, consent, and strategy. Claim your business. Set clear digital boundaries in your informed consent. Don’t respond to client reviews. And always—always—make sure you’re prioritizing the relationship, not the review.

If you’re still unsure, talk it out in your groups. Post in Texas Counselors Creating Badass Businesses or bring it up in Step It Up. We’re all figuring this out together.

So here’s your homework: Take 15 minutes today to review your informed consent form. Make sure it reflects how you use (or don’t use) social media and Google. And if it doesn’t? Time for a little update.

Talk soon, Dr. Kate

Action Items:

1. Remember all that talk about reviews? If you loved this podcast, please subscribe and leave a fantastic review! This is okay because you aren't a client. :)
2. Mark your calendar for the Thursday 30 Live quick training at 9:30 CST over on the Texas Counselors Creating Badass Businesses Facebook page!