When clients search for a therapist, they're trying to answer important questions: Will this person understand me? Can I trust them? Do they have experience with what I'm going through?

A clear, complete profile helps clients understand who you are and whether you might be a good fit for them. It's not about having the perfect words or the most impressive credentials. It's about being authentic and giving people the information they need to make an informed decision about reaching out.

This guide walks you through each section of your profile and shares practical tips from therapists who have built successful practices on It's Complicated. Whether you're just getting started or refining an existing profile, you'll find concrete advice on how to communicate clearly and authentically.

At a Glance: The Three Pillars of a Clear Profile

1. Complete it fully
Use all tags, fill all sections, show calendar availability

2. Be authentic, not generic
Write personally, avoid jargon, show your unique approach

3. Make it visual
High-quality photos, videos, and media gallery images help clients get a sense of who you are

The Essential Elements

Your profile is made up of several sections, each serving a specific purpose. The following are the must-have sections that give clients the information they need to understand who you are, how you work, and whether you might be a good fit for them. Think of these as the foundation of your profile. Taking the time to complete these sections makes it much easier for the right clients to find you.

Your Profile Photo: Helping Clients See Who You Are

Your profile photo gives clients their first visual sense of you. For many people seeking therapy, seeing your face helps them imagine what it would be like to work with you and can reduce some of the anxiety about reaching out.

Best practices for profile photos:

• Use a professional, high-quality image - A clear, well-lit photo helps clients see you clearly
• Make eye contact with the camera - This creates a sense of connection
• Show a genuine expression - Whether it's a warm smile or a calm, open expression, let your natural demeanor come through
• Use good lighting - Natural light or professional lighting makes you clearly visible
• Keep the background simple - This keeps the focus on you
• Photo should be of you alone - Avoid photos with several other people in them

Additional photos:

Consider uploading additional photos to your Media Gallery (found in the "Intro" section). These could include:

• A photo of your therapy space (especially helpful if you offer in-person sessions)
• One or two photos of yourself in a different setting (outdoors, in your office, etc.)
• Images that reflect your therapeutic philosophy (art, quotes, meaningful imagery)

Specialty Tags: Helping Clients Find You

Tags help clients search for therapists who work with specific issues or use particular approaches. Using your tags thoughtfully makes it easier for the right clients to find you.

How to choose your tags:

• Presenting Issues (7 tags available): Select the issues you regularly work with and have the training and confidence to address. Examples include anxiety, depression, relationships, trauma, ADHD, self-confidence, stress, etc.
• Treatment Approaches (3 tags available): Choose the therapeutic modalities that best describe how you work. Examples include CBT, psychodynamic therapy, systemic therapy, ACT, EMDR, humanistic therapy, etc.

Why use all available tags:

Clients search for therapists using the directory filters for specific issues (like anxiety, depression, relationships) and approaches (like CBT, psychodynamic therapy). If you leave tags empty, your profile won't appear when clients filter by those specific criteria. Using all 7 presenting issue tags and all 3 treatment approach tags simply means your profile will show up in more relevant searches for people who could benefit from your work.

The "About Me" Section: Introducing Yourself

The "About Me" section is where you can introduce yourself as both a person and a practitioner. This is your space to help clients understand who you are beyond your credentials. Think of it as your opportunity to share what brought you to this work, what shapes your approach, and what clients can expect when working with you.

When writing this section, focus on being authentic and accessible. Write as if you're speaking directly to someone considering therapy. Use language that anyone can understand, and be specific about your background and what makes your approach unique. Instead of listing generic statements like "I help clients with various issues," try something more concrete like "I've spent the past five years working with adults navigating relationship challenges and life transitions."

What to include:

Your journey into therapy work, your background and training, your professional identity and values, and what perspective or approach you bring to your work.

Writing tips:

• Be authentic - Write as if you're speaking directly to someone considering therapy
• Use accessible language - Avoid jargon and write in a way that anyone can understand
• Be specific - Instead of "I help clients with various issues," try "I've spent the past five years working with adults navigating relationship challenges and life transitions"
• Show your humanity - Let your warmth and values come through
• Keep it conversational - Write in a natural, genuine tone

The "Approach" Section: Explaining How You Work

This section helps clients understand what working with you will actually be like. Many people seeking therapy have never been before, so clarity here helps them know what to expect and whether your style might be a good fit for them.

Start by selecting up to three treatment approach tags (e.g., CBT, Psychodynamic Therapy, ACT). Each tag comes with an automatic description, but you can add your own text to explain how you specifically use this approach in your practice.

In the free-text description area, you have space to go deeper. Consider addressing:

• Who you are as a practitioner and what has shaped your therapeutic approach 
• Your therapeutic style (more directive or exploratory? structured or flexible?)
• What a first session looks like and what clients can expect 
• How you adapt your approach to each person's unique needs

Writing tips:

• Be clear about your process - Help clients understand what sessions will be like
• Explain how your approach helps - Connect your methods to outcomes (e.g., "Through CBT techniques, we'll work on identifying and challenging unhelpful thought patterns")
• Address common questions - For example, "The first few sessions will focus on understanding your current situation and history"
• Use concrete examples - Instead of "I use evidence-based approaches," try "I incorporate mindfulness techniques to help with staying present, and CBT methods for working with difficult thoughts"

Calendar & Availability: Showing You're Available for New Clients

Showing your availability helps potential clients know whether you have openings that work with their schedule.

Why this matters:

People seeking therapy often need support relatively soon. When they can see your available time slots, they can quickly assess whether your schedule aligns with theirs. This saves time for everyone and helps people find the right practical fit.

Best practices:

• Activate your calendar feature - Make it visible on your profile
• Keep it current - Update your calendar regularly to reflect your actual availability
• Show realistic openings - Display the time slots you're genuinely available for new clients
• Offer varied times when possible - If you can, include options across different times of day

The response time indicator (shown below your calendar) lets potential clients know roughly how long it might take to receive a first reply from you.

Services: Setting Clear Expectations

The Services section allows you to list the different types of sessions you offer, along with pricing and format. You have flexibility to create any type of service that fits your practice.

What to include:

• Individual sessions (specify duration, e.g., 50 minutes)
• Couples or relationship therapy (if applicable)
• Online vs. in-person options (if you offer both)
• Different session lengths (e.g., 50 min vs. 80 min)
• Pricing for each service type

Best practices:

• Be transparent about pricing - Clients appreciate knowing costs upfront
• Specify session format - Online, in-person, or both
• Note any insurance information - If you work with specific insurers, mention this

About introduction calls: Some practitioners offer a free 15-minute (or longer) introduction call to help potential clients get a sense of whether you're a good fit. The effectiveness of this varies significantly from practitioner to practitioner. If you're starting out, we recommend testing it to see if it works for your practice.

Going Beyond the Basics: Additional Ways to Share Information

Once you have the core elements of your profile complete, consider these additional features to give clients more ways to learn about you:

Professional Video (Premium feature)

A short video (1-2 minutes) allows potential clients to hear your voice and see how you communicate. For many people, this helps them get a better sense of whether they'd feel comfortable working with you.

• Hear your voice and see your demeanor
• Get a sense of your personality and warmth
• Feel more comfortable reaching out

Video tips:

• Keep it natural and conversational
• Briefly introduce yourself and your approach
• Speak directly to the camera
• Ensure good lighting and clear audio

Social Media & Website Links

If you're active on professional social media (LinkedIn, Instagram) or have a personal website, you can add these links on your profile. This gives clients additional ways to learn about you and your work.

Blog Posts & Publications

If you've written articles for the It's Complicated blog or published content elsewhere, you can add these to the "Explore More" section. This shows your perspective and expertise in specific areas. If you are interested in writing a post for the It's Complicated blog, please check out this post in the community. 

Podcast Appearances

If you've created or been featured in a Spotify podcast, you can add it to your profile as another way for clients to hear your perspective.
 

Final Thoughts: Your Profile as an Invitation

Think of your profile not as a resume, but as an invitation. You're inviting potential clients to take the vulnerable step of reaching out for help. The more authentic, clear, and warm your profile is, the more likely clients will feel comfortable contacting you.

Remember:

• Clients are looking for connection, not just credentials
• Authenticity and warmth matter more than sounding "professional"
• Completed profiles with all fields filled perform significantly better
• Your profile is a living document - update it as you gain experience and refine your approach

Take the time to craft a profile that truly represents who you are as a practitioner. The investment you make in your profile will directly impact the quality and quantity of client inquiries you receive.

Getting Support and Feedback

Creating a strong profile is an ongoing process. Here are resources to help:

Community Resources

• Check out the Practice Academy in the It's Complicated community for blogs, guides, talks, and tips from experienced practitioners

Events & Courses

• Attend community events on topics like "Growing Your Practice"
• Check out our panel series where seasoned therapists share insights
• Join local meetups through City Ambassadors to network and learn

Ready to get started? Log into your dashboard and begin building or refining your profile today. Remember: a complete, authentic profile is your most powerful tool for connecting with the clients who need your help.