7 Steps to an Awesome Therapy Practice Facebook Page

Jenny Hall

The first month of the year is a great time to reflect on and review what went well – and not so well – for your therapy practice the previous year.

Did you face any obstacles? Did you overcome them and what did you learn? Or do you still feel a bit ‘stuck’ and need something to help kickstart or grow your therapy business?

If you fall into the latter camp, don’t worry, check out our seven steps to creating an awesome Facebook Page and get ready to grow your therapy practice in 2019!

Not convinced it’s a good idea to use Facebook for your therapy practice? Take a look at last month’s post for the low-down on Facebook ’s privacy settings, developing a therapist’s social media policy and for our tips on using other social media platforms to market your practice.

Are your therapy clients on Facebook?

If you’re worried your prospective clients aren’t on Facebook – don’t be! Facebook has more than 1.23 billion daily users and 30 million people in the UK actively use the platform – that’s half the population. So your clients are definitely on Facebook – you just need to find them! Creating an awesome Facebook page for your practice is a great start.

Step 1 – Create a Facebook business page

A Facebook business page isn’t the same as a Facebook personal profile. Having a Facebook page for your therapy practice will help you build a following of people interested in your content and therapy services. You also need a Facebook page if you plan to promote your therapy practice using boosted posts or promoted posts using Ads Manager (we’ll be sharing our top tips for fabulous Facebook Ads next month).

Setting up a Facebook page for your therapy practice is pretty easy. Go to your personal Facebook personal profile (you need a profile if you want to create a Page) and select ‘Create’ from the top bar, then select ‘Page’.

Then choose ‘Business or Brand’ and click the ‘Get Started’ button.

Next, choose a ‘Name’ and ‘Category’ for your business (we chose ‘Mental Health Service’ for our Page, but there are also options for ‘Psychotherapist’, ‘Psychologist’, ‘Family therapist’ and others).

When choosing your Page name (and later, your @username) if you’re already active on a different social media platform, for example, Twitter, try to use the same name. It will make it easier for clients to find you. This isn’t always possible – others may have chosen the name already – but it’s definitely best to check. Once you’ve completed this stage then simply follow the rest of the prompts to create your own Facebook page for your practice.

Once you’ve set up your Facebook business page you then need to polish that page to start attracting therapy clients.

Step 2 – Profile picture & cover image

Unless you’re a large practice, we recommend using your headshot as your profile picture. But make sure the headshot image is: well-lit; that you’re looking directly to camera; and that the background isn’t too ‘busy’. A light and plain background is best.

A Facebook page’s cover image is the large image at the top and an often underused marketing tool. You can use a design tool to help create a visual – an image or a video – using your business branding and logo. We like Canva but there are other tools, such as PicMonkey and Pablo by Buffer. Pablo is free to use and doesn’t require registration, although you can’t create video with it.

We use a photo of one of our light and spacious therapy rooms because we want to give new clients a preview. We’ve also created an ‘Album’ on our Facebook page showing our other rooms.

Step 3 – Our Story

The Our Story section on your Facebook page is a fantastic opportunity to showcase your therapeutic approach, services and credentials. Also – something that many business pages forget to do – you can include a link to your website and to any other social media channels you use for your practice.  

Step 4 – List your therapy services

If you don’t already have the Services tab on the left-hand side of your Facebook page, go into Settings at the top-right of your Page and go into the Templates and Tabs column. From there you can add the ‘Services’ tab to your Page (take a look at our Facebook Services for some ideas). Once done, you can go back to your Page, click the tab and create a list of all the services you offer, plus details of your rates and any concessions if applicable.

Step 5 – Plan your Facebook content

Don’t worry if you know you won’t be able to post every day. It’s all about making sure what you post is of relevance to your target audience. Consider spending about 30 minutes each week planning your content and use a scheduling tool like Buffer or ContentCal so posts go out automatically, freeing up your time to focus on delivering your therapy sessions. ContentCal is particularly great if you’re a therapist working as part of a team and more than one person will be working on your Facebook page.

Allow more time if you intend to create your own customer testimonial or meme visuals, like our Progress, not Perfection one below. Be sure though to check in daily and reply to any questions or comments people make on posts or send via Facebook Messenger.  

Step 6 – Invite post likers to like your page

Did you know you can invite anyone who likes a Facebook post to also like your Page?  Simply click on the names of people who’ve liked or reacted to a post. A box will pop up with ‘Invite’ against the names of people who are yet to like your Page. Click this and it will change to say ‘Invited’ and that person will get a Facebook notification inviting them to Like you.


Step 7 – Keep an eye on the competition!

If you want to keep an eye on what content other therapists are posting and how many Page likes they have, you can ‘Watch’ their page. (You have to have more than 100 Page Likes to activate this function though). To do this click ‘Insights’ at the top of your Page, scroll down and you’ll come to the ‘Pages to Watch’ section. Search for a therapist, practice or any other organisation you want to look at and add them to the list. Don’t copy other people’s content, but it’s perfectly fine to take inspiration!

We hope you found our 7 Steps to an Awesome Therapy Practice Facebook Page useful. Next month’s blog post will focus on how Facebook Advertising can help you reach more clients. Even if you’re not ready to invest in ads yet, having a polished Facebook page is a brilliant shopfront for any business – your clients are on Facebook and they’ll expect you to be, too.

Did you enjoy our post? We’d love to read your feedback in the comments below or you can contact us on Facebook or Twitter – and feel free to share this post with fellow therapists.

Read our previous post