For years, Psychology Today has been the go to directory for therapists looking to fill their caseloads. It’s familiar, easy to set up, and for a long time, it worked well enough that many clinicians didn’t feel the need to look elsewhere.

But lately, I’ve been hearing the same concern again and again: “My Psychology Today leads have completely dried up.”

If this sounds like you, you’re not doing anything wrong, and you’re definitely not alone.

What is happening, though, is a reminder of something many therapists were never taught to think about: the danger of relying on a single network for your referrals.

The Hidden Risk of a Single Referral Source

Psychology Today is a platform you rent, not one you own. Competition increases. Client behaviour shifts. Economic pressure rises. Suddenly, what once felt stable becomes unpredictable.

When most, or all of your inquiries come from one place, you’re vulnerable to forces completely outside your control. And when that stream slows or stops, it can feel personal, scary, and destabilizing.

This isn’t a failure of your clinical skills. It’s a systems issue.

And the solution isn’t “try harder” on the same platform, it’s diversification.

Why Diversifying Referral Streams Matters

Think of your referral sources like investments. Putting everything into one stock might work for a while, but it’s risky.

Diversifying doesn’t mean abandoning Psychology Today altogether. It means building multiple pathways for clients to find and trust you, so no single platform determines the health of your practice.

Here are some options many therapists are exploring right now.

1. Alternative Directories: Different Rooms, Different Clients

Platforms like Therapy Route, Being Seen, and Therapy Owl may not have the same name recognition as Psychology Today, but that can actually be an advantage.

Smaller directories often mean:

• Less competition per listing
• A more values-aligned audience
• Greater visibility for clinicians who feel lost in larger platforms

Clients who search these sites are often more intentional and informed about the kind of therapy they’re seeking, which can lead to better-fit inquiries.

2. Victim Services & Community-Based Referrals

Many therapists overlook victim services organizations, community agencies, and nonprofit networks, assuming referrals must come from online searches.

In reality, these organizations are often:

• Actively seeking trusted clinicians
• Supporting clients who need timely referrals
• Looking for long-term professional relationships

Building connections here takes outreach, follow-up, and patience, but the referrals tend to be steady and values-aligned once trust is established.

3. The Uncomfortable but Powerful Option: In-Person Networking

Let’s be honest, many therapists did not choose this profession because they love networking.

But in-person connection remains one of the most underutilized and effective referral strategies.

Doctors’ offices, physiotherapists, massage therapists, lawyers, social workers, community centres, these professionals already serve the same populations you do.

When people know you as a person, not just a profile, referrals become relational rather than transactional.

Yes, it can feel uncomfortable.
Yes, it requires getting out of your comfort zone.

But discomfort is often the cost of sustainable growth.

Visibility Is More Than Being Listed

One of the biggest myths in private practice marketing is that being listed somewhere equals being visible.

True visibility is built through:

• Clear messaging about who you help and how
• Consistent presence across more than one channel
• Real-world relationships, not just online profiles

When referrals slow down, it’s often not a sign to panic, it’s a signal to reassess where (and how) you’re showing up.

A More Resilient Way Forward

If Psychology Today has stopped delivering results, it doesn’t mean your practice is failing.

It means the landscape has changed.

A resilient practice isn’t built on one platform, it’s built on multiple connections, multiple pathways, and the willingness to try approaches that may feel unfamiliar at first.

Growth doesn’t always come from doing more of what’s comfortable.
Sometimes, it comes from expanding your reach, your network, and your idea of how clients find you.

And that shift, while uncomfortable; is often where the most sustainable practices are built.

With Gratitude,

Gina Ayanna

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