In this episode of the Private Practice Elevation Podcast, you’ll learn what “YMYL” means, why Google treats therapy websites differently, and how you can build more trust (with both Google and potential clients) through simple, practical updates to your website.

If you’ve been wondering why your blog posts aren’t ranking… or why your beautifully designed website still isn’t getting traction… this conversation will help you understand what’s really going on behind the scenes.

And, of course, what to do about it.

Therapists are in a unique position online.

You’re not just sharing general information, you’re offering guidance that impacts someone’s mental health, safety, and well-being.

And because of that, Google holds therapy websites to a much higher standard than most other industries.

It’s no longer enough to just “write good content” or sprinkle in a few keywords like “anxiety therapy in Atlanta.” Google is evaluating:

• Who wrote this?
• Are they qualified?
• Is this advice trustworthy?
• Would showing this content potentially harm someone?

If your website doesn’t clearly demonstrate credibility and expertise, Google may quietly suppress it — even if your content is genuinely helpful.

A lot of therapists have been told that SEO is all about publishing more content.

But here’s the shift:

It’s no longer about how much content you produce — it’s about how trustworthy and experience-based that content is.

Google’s algorithm (and AI search tools) are now looking for real human expertise. Generic, textbook-style blog posts won’t cut it anymore. And content that could have been written by AI — without clear proof of credentials — often won’t get visibility.

For therapists, this actually works in your favor. Your lived clinical experience is your competitive advantage.

In this episode, Daniel is joined by Michael McDaniel, Lead SEO Specialist at Private Practice Elevation.

YMYL stands for “Your Money or Your Life.” It’s a category Google uses for topics that can significantly impact someone’s health, finances, or safety. Mental health websites fall into this category — which means Google scrutinizes therapy content more carefully. If your site doesn’t clearly show you’re a qualified, licensed professional, it may not be shown in search results at all.

Because therapy content can directly affect someone’s well-being, Google prioritizes accuracy, credentials, and trust signals. It’s not just looking for keywords anymore — it’s looking for proof of expertise. That includes visible credentials, clear authorship, linked professional profiles, and content that reflects real-world experience.

Google and AI search tools are prioritizing:

• First-hand clinical experience
• Clear authorship (real humans with credentials)
• Direct answers to real client questions
• Research-backed information
• Trust-building signals like crisis resources and professional affiliations

In this episode of the Private Practice Elevation Podcast, you’ll learn why professional copywriting isn’t just about “information on a page”.

It’s more about building trust, increasing conversions, and positioning your practice as the clear choice in a competitive market.

If you’ve invested in a website but it’s not generating aligned inquiries…

If you’re charging premium rates but your online presence doesn’t reflect that…

Or if you’ve been trying to DIY your messaging late at night after sessions, this conversation will help you see what might be missing.

The problem is that many therapists treat website copy like a formality. They reuse old content, copy and paste from their Psychology Today profile, or keep things too vague, hoping clients will just “reach out to learn more.”

But in today’s landscape, where potential clients are comparing dozens of therapists and AI is influencing search results, generic messaging simply doesn’t convert.

You might think that as long as your website looks nice and explains what you do, that’s enough.

But good design without strategic copy is like cake without icing.

A pretty website can build credibility, but only powerful messaging creates connection, preference, and action.

Today Daniel is talking to Rebekah Hudson, professional copywriter and now part of the Private Practice Elevation team. With a background in corporate marketing, branding, SEO, and communications (and a deep understanding of the mental health space), Rebekah brings both the art and science of persuasive writing to therapists who want their websites to actually work.

Therapy and marketing are two different skill sets. A therapist helps clients feel safe in the room. A copywriter helps strangers feel safe enough to book the room. Strategic copy builds trust, reduces decision fatigue, and creates preference, which is what drives conversions in a competitive market.

If you’re charging premium rates, your marketing needs to reflect that. High-quality copy aligns your online presence with your pricing, helping prospective clients perceive your value before they ever speak with you. Premium therapy services deserve premium positioning.

Good copywriting is both an art and a science. It’s not enough to find someone who is “good with words.” You want someone who understands SEO (and AI search changes), persuasive structure, calls to action, your industry’s language, and how to convert clarity into action. Ask about their background, revision process, SEO strategy, and experience writing specifically for therapists.

Alma is on a mission to simplify access to high-quality, affordable mental health care by giving providers the tools they need to build thriving in-network private practices.

Learn more about building a thriving private practice with Alma at helloalma.com/elevation.

In this episode, Daniel shares a friendly PSA about something many therapists don’t think about until it’s too late: who actually controls your website.

Many “all-in-one” marketing platforms promise an easy way to get your practice online. But while these services can be helpful for getting started, they sometimes limit what you can do with your website later — especially if you want to invest in SEO or work with other marketing specialists.

Daniel explains why control of your website matters, some of the limitations these platforms can create, and a few important questions to ask before signing up for one.

Your website is one of the most valuable marketing assets for your private practice. If you don’t fully own or control it, you may run into limitations when trying to grow your visibility, optimize for SEO, or hire outside experts to improve your site.

Some platforms restrict access to the backend of the website. This can make it difficult to add plugins, install tracking scripts, implement SEO tools, or make technical updates that help your website perform better in search results.

If a platform controls your hosting or site infrastructure, moving your website elsewhere may require rebuilding the entire site. In some cases, content like blog posts must be manually copied over, which can increase the time and cost of migrating to a new platform.

Before committing to a website service, ask these key questions:

• Do I own the website once it’s built?
• Can I export or migrate my website if I leave?
• Can developers access the backend and add code when needed?
• Do I control the website hosting?
  

Understanding these details upfront can help you avoid costly limitations later.

If you’d like help improving your website or growing your visibility online, schedule a free Clarity Call with our team. We’ll take a look at your current website and marketing goals and help you identify the next best steps for your practice.

Schedule your call here:
https://privatepracticeelevation.com/kickoff

Today, we’re digging into a big question that a lot of therapists wrestle with: How do I know when it’s time to redesign my website?

Maybe you’ve had that nagging feeling that your site just isn’t doing your practice justice anymore… or maybe you’re not even sure what should be working better. Either way, this episode will help you get clarity.

We’ll talk about some key signs that your website might be holding you back — from outdated design and tech limitations, to messaging that no longer reflects the work you actually do.

If your website doesn’t represent where your practice is heading — or worse, it’s not helping you attract the right clients — it may be time for a fresh start.

• Your niche has shifted — Maybe you’ve gone from seeing “anyone who needs help” to now focusing on couples or trauma work. If your website still sounds like you’re a generalist, it’s not speaking to your ideal clients anymore.
  
• You've grown, but your site hasn’t — Whether you’ve added associate therapists, new services, or expanded locations, your website still looks like it’s just you doing everything — and that can create confusion.

• Hard to navigate = lost clients — If people can’t find your contact page or understand what you do in under 10 seconds, they’ll likely click away and keep Googling.
  
• It looks old or clunky — A website that looks like it was built in 2010 (or even 2018!) may subconsciously signal to clients that your practice isn’t current, tech-savvy, or actively growing.

• You can’t easily update it — If your website is stuck on a platform or template that makes changes feel like surgery, you’ll stop updating it — and it slowly becomes less useful.
  
• You want to add features, but can’t — Whether it’s online scheduling, adding a blog, or building out pages for a group practice, you’re hitting walls with what your site can do.
  

• It’s slow or not mobile-friendly — A slow-loading site or one that breaks on mobile is frustrating for potential clients (and bad for Google rankings too).
  
• Your SEO is suffering — Old tech can mean messy code, poor optimization, or a structure that makes it hard for search engines to understand what you do and where you are.
  

• It’s not converting — You’re getting traffic (maybe from Psychology Today or ads), but few people are reaching out. That’s a red flag your site isn’t doing its job.
  
• The message isn’t resonating — If your copy is vague or generic, it’s probably not connecting with visitors emotionally — and they’re not seeing that “this therapist gets me” feeling.
  

If you’re wondering how PPE can help you reach your ideal clients with a solid marketing strategy, schedule a free 15-minute call here: https://privatepracticeelevation.com/kickoff

Or visit our website to learn more: https://privatepracticeelevation.com

In this episode of the Private Practice Elevation Podcast, you'll learn how to use authentic branding photography to better connect with potential clients, stand out from the crowd, and support the growth of your private practice with visuals that reflect who you truly are.

Many therapists settle for a basic headshot or outdated stock photos that don’t reflect their personality or the real experience of working with them.

But in today’s market, where credentials are the baseline, it’s your personality and presence that help you stand out. And that’s where branding photography makes all the difference.

You might think a professional headshot is enough to market your private practice.

But today, clients are looking for more than credentials — they want connection.

Branding photography helps you show who you are beyond the bio and create that emotional connection right from your website and social media. It helps you attract clients that resonate with you and your personality, which makes them a better fit for your services.

Today, Daniel is talking to Jeremy Pentsil, Atlanta-based photographer and founder of Peak Focus Media Co.

Jeremy specializes in branding photography for therapists and helps them create authentic, personality-driven visuals that build trust and connection with potential clients.

With a background in counseling and a therapist wife, Jeremy brings a deep understanding of the private practice world and how to help therapists shine online.

Include 3 specific questions that this episode answers.

Jeremy explains that branding photography captures multiple facets of your personality and work — not just a polished portrait. Think warm smiles, candid office shots, and lifestyle elements that tell the full story of who you are as a therapist.

Jeremy shares that a simple headshot is great when you're just getting started. But if you're growing your practice, launching a website, or planning to offer speaking or consulting, a branding session gives you a powerful library of images for ongoing marketing needs.

Jeremy walks through his process — from strategy calls and mood boards to props and music — that helps therapists feel comfortable and confident so their true personality can shine through in photos.

• Clients connect with personality, not just credentials — branding photos help show who you are.
• Authentic images reduce bounce rates on websites and help potential clients picture working with you.
• Three essential photos every therapist needs: a warm headshot, an “at work” desk shot, and a staged therapy session with a friend.
• Props like journals, mugs, or favorite books keep photos real and relatable.
• Having a bank of diverse photos supports easier content creation across your website, social media, and beyond.
• Jeremy offers a free posing guide with seven go-to shots to help therapists prepare for a session.

Visit RevKey.com/podcasts for a free Google Ads consultation

Learn more about building a thriving private practice with Alma at helloalma.com/elevation.

In this episode of the Private Practice Elevation Podcast, we explore how AI tools—especially chatbots and AI receptionists—can transform your private practice’s intake process.

You’ll hear from Uriah Guilford, founder of Productive Therapist and creator of Simple Intake, about how therapists can use these tools to respond faster to inquiries, improve the client experience, and book more consultations—all while keeping a personal feel.

Many therapy practices struggle to follow up quickly with new inquiries.

Whether it's clunky forms, delayed responses, or confusing booking steps, these bottlenecks can cause practices to lose clients.

AI intake systems aim to close the gap between first contact and first session, so potential clients don’t fall through the cracks.

Now, you might think adding AI to your practice means replacing the human experience. But this episode shows that when used right, AI doesn’t replace your team—it enhances them.

These tools can screen inquiries, book appointments, and answer FAQs in a warm, conversational way, leaving your human team to focus on care.

• The first practice to respond to an inquiry usually wins the client
  
• AI chatbots can pull from your website and FAQs to provide accurate answers
  
• Simple Intake combines chatbot, receptionist, calendar booking, and CRM tools
  
• Clients can connect via web chat, phone, SMS, or WhatsApp
  
• The system logs conversations, tracks sentiment, and allows for real-time handoff to human staff
  
• It’s designed to assist, not replace, your admin team
  
• Data shows many clients prefer quick answers over waiting for a call back
  

Links mentioned in this episode:

• Productive Therapist
• Simple Intake
• Test a chatbot: Intune Family Counseling
• Private Practice Elevation SEO Services

RevKey specializes in Google Ads management for therapists, expertly connecting you with your ideal clients. They focus on getting quality referrals that keep your team busy and your practice growing.

Visit RevKey.com/podcasts for a free Google Ads consultation

Alma is on a mission to simplify access to high-quality, affordable mental health care by giving providers the tools they need to build thriving in-network private practices. When providers join Alma, they gain access to insurance support, teletherapy software, client referrals, automated billing and scheduling tools, and a vibrant community of clinicians who come together for education, training, and events.

Learn more about building a thriving private practice with Alma at helloalma.com/elevation.

We're introducing a new segment called 'On The Trail' aimed at providing short, meaty, and to-the-point tips for online marketing!!

In this episode, we’re diving into a question I’m hearing from a lot of therapists lately: Is it just me, or has my website traffic and inquiries dropped off a cliff? I’ll walk you through what’s happening behind the scenes in SEO and online marketing, and what you can do about it.

Therapists are seeing fewer website visitors, fewer calls, and wondering if something’s broken. It can feel isolating, like maybe your practice is doing something wrong. But you’re not alone — this is a trend we’re seeing industry-wide.

You might think the solution is just to post more on Instagram or start a blog. While those can help, they won’t fix the core issue. The truth is, search engine behavior and how people find therapists online is changing... fast.

1. What’s Changed in SEO Over the Last Year

• Google’s algorithm updates have prioritized helpful, original, and authoritative content.
• AI-generated content has flooded the web, so Google’s gotten stricter on quality signals.
• Local SEO results are more competitive — especially in saturated markets.
  

2. How AI is Changing the Game

• More people are using ChatGPT or AI tools to ask questions instead of searching Google.
• Google's AI snapshots (Search Generative Experience) are pulling answers right into results pages — meaning fewer clicks to websites.
  

3. It’s Not Just You — It’s a Landscape Shift

• Even well-optimized therapy websites are seeing fluctuations.
• Less organic traffic doesn’t always mean fewer clients — but it does mean we need to be more strategic.

So what can you do about it?...

Before you start making changes, it's essential to understand why traffic has dropped. An SEO assessment can reveal:

• Technical issues (like slow load times, broken links, poor mobile experience)
• On-page optimization gaps (are your keywords still relevant?)
• Local SEO visibility (are you showing up in Google Maps for your city?)
  

This gives you a clear baseline and prioritizes what to fix — instead of guessing. (This is exactly what we do with our SEO assessments at Private Practice Elevation.)

Choose one key service (like EMDR therapy or couples counseling) and ask:

• Does your website have a page that clearly explains what this is, who it helps, and how someone can get started?
• Is that page optimized for local search terms (e.g. "EMDR therapy in Denver")?
  

Focus on creating or refreshing one solid, helpful page — rather than trying to write 10 blog posts.

Google is still the #1 way most people find a therapist. Make sure your Google Business Profile:

• Is verified
• Has current photos, hours, and contact info
• Includes detailed services (with keywords!)
• Has recent reviews from happy clients
  

This one step can often help you get found more often without having to touch your website.

In this episode of The Private Practice Elevation Podcast, you're going to get a glimpse into the various stages over the lifespan of a growing private practice.

Many therapists start out as solo practitioners, building a private practice around one-on-one client work.

Over time, they may find themselves full of clients - so much so that they have to start a waiting list or refer new clients to other therapists outside of their practice.

So they shift their focus to hiring associates and start building their group practice and continue growing.

But there's actually more than one way to scale a private practice.

And with the rise of online therapy and the ability to reach more people nationwide, opportunities are increasing!

So, today we're chatting with seasoned entrepreneur and private practice owner Gordon Brewer all about the path he's taken over the life of his private practice.

Thinking about the next 5 years and nearing retirement, Gordon has a wealth of knowledge when it comes to scaling a private practice so that it serves his clients and aligns with his life values.

So pull up a chair as I chat with my friend, Gordon, as he takes behind the scenes and tells the story of his own growth and scaling a private practice.

• The different stages you can go through on your way to scaling your private practice from solo practice to group practice and beyond
• Some of the challenges and opportunities at each stage for increasing your profits and growing your business
• Understanding your "why" so that you can create a business that aligns with your values and life
• The importance of creating a great website for your private practice and how that can impact your growth
• Tips for naming your private practice and how that can impact your marketing and success
• Why you should be outsourcing in your private practice, some of the tasks you can begin outsourcing, and some of the ways to find people to outsource tasks to

If you're not yet subscribed to the podcast I want to encourage you to do that today. This is the best way to make sure you don't miss an episode! Click here to subscribe on iTunes.

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• Practice Of Therapy
• Kingsport Counseling Website

1. Gordon Brewer, Jr., MEd, LMFT therapist | podcaster | trainer | speaker | writer is a licensed marital and family therapist and an AAMFT Approved Supervisor. Gordon is the person behind The Practice of Therapy Podcast. The Practice of Therapy provides information and resources for clinicians starting, growing or scaling private practices.

Gordon started a new podcast in 2022, The Kindness & Compassion Podcast, that

explores the intersection of psychology, science and spirituality to create more kindness

and compassion in the world.

Gordon has worked in the human services and mental health fields for over 30 years.

He has previously worked in agency settings and is currently in private practice as a

therapist. He is the owner of a group therapy practice, Kingsport Counseling Associates,

PLLC (www.kingsportcounseling,com) located in Kingsport, TN. He has also served as

an adjunct instructor and internship supervisor at East Tennessee State University.

Gordon is married to Mary "Sister" Brewer and they have one daughter, Rebecca who is

an environmental educator. Gordon is also a clergy person in the Episcopal Church

(vocational deacon).