Marketing Tips for LPC-Associates: How to Grow Without Insurance Panels
Starting out as an LPC-Associate can feel overwhelming—like you're expected to be both a skilled clinician and a savvy marketer from day one. With limited visibility and no access to insurance panels, it’s easy to feel stuck. But here’s the truth: you don’t need insurance to grow a thriving practice. What you need is a clear strategy, authentic connections, and a strong presence in the right places.
This post is for new clinicians ready to build their referral network with purpose, confidence, and integrity. Let’s dive in.
Your first referrals won’t come from strangers on the internet—they’ll come from people who already know you and believe in your potential. Think:
Former professors, internship sites, or supervisors
Mentors in the field
Clinicians you've networked with
Friends in related fields (yoga instructors, doulas, social workers, pastors, teachers)
Tip: Reach out with a short email introducing your services, supervision status, niche, and sliding scale fees. Ask to be added to their referral list—it’s that simple. Don’t be afraid to reach out and say:
“I’ve recently opened my private practice and I’d love to be added to your referral list. I specialize in [insert your niche] and offer weekend/evening availability.”
Establish Your Online Presence
A polished and consistent online presence helps clients and providers find you. Here’s where to start:
Psychology Today: One of the most visible platforms for therapy seekers. (Ask me for my referral code!)
Simple Practice Website: If you’re using an EHR like Simple Practice, use their included website feature to build an easy, HIPAA-compliant site.
Google Business Profile: Clients Google everything. Make sure they find you.
Pro Tip: When I started, I connected all of my profiles (Simple Practice, Psychology Today, and Google). That small step helped boost my SEO and made it easier for clients to find and trust me.
Use Associate-Friendly Therapy Directories
There are powerful directories designed to highlight you—your voice, your cultural background, and your clinical interests. Some are even sliding-scale focused:
Open Path Collective (for affordable therapy seekers)
➡ Just make sure to include your supervisor’s name and your associate status per Texas BHEC guidelines.
Social Media as a Visibility Tool
Instagram and LinkedIn aren’t about becoming influencers—they’re about being findable. Use your voice, your insights, and your authenticity to attract the clients you're meant to serve.
What to post:
Your specialty (e.g., “navigating first-gen anxiety,” “healing mother wounds,” “learning emotional regulation”)
Your why—what drew you into therapy
Reflections on common client struggles (always general, never specific)
Reels or posts offering validation, education, or empowerment
Always include a disclaimer like:
This content is for educational purposes only and is not a substitute for therapy.
Connect with Referral Sources in the Community
Don’t underestimate how valuable you are to overwhelmed providers with full caseloads. Reach out to:
Local clinicians and group practices
College counseling centers and academic advisors
Campus diversity or mental health programs
Women’s health clinics, OBGYNs, doulas
PHP/IOP programs aligned with your niche
➡ Ask if you can drop off a flyer, business card, or schedule a 10-minute Zoom intro. Relationships are the foundation of private practice.
Be Where Your Ideal Clients Already Are
If you work with students or young professionals, go where they’re already seeking help:
Join student Facebook groups or mental health clubs
Share your services with cultural centers or first-gen support offices
Offer workshops or open discussions (with your supervisor’s approval)
Many young adults are looking for affordable therapy, especially from someone who gets their experience.
Bonus: Local Networking & CEUs
Show up to events where other professionals are gathering. This includes:
Local therapist meetups
CEU events (like the BIPOC Professional Network if you're in DFW!)
Trainings or conferences with breakout sessions
Bring your business cards. Stay after to chat. Build your reputation through connection, not perfection.
Final Thoughts
You don’t need to wait for full licensure to grow. As an LPC-Associate, you bring something incredibly valuable to the table:
Fresh insight
Sliding scale accessibility
Cultural humility
A desire to serve with heart and purpose
Lead with that. People are looking for the kind of therapist you already are becoming.
Marketing isn’t about being everywhere at once—it’s about being findable and referrable where it matters most. Start with the connections you already have, build a strong online foundation, and stay consistent. With time, your practice will grow into the vision you’re working so hard to create.
Want more tips like these or access to a supervision group that covers business strategy and clinical skill? Let's connect—I’d love to support you.
Want the real story of how I built my practice from scratch (with no business degree)?
→[Learn how I did it ]
