It seems like every single therapist is now on an online directory, and that means serious competition. It can also mean that online directories may not be the most effective way to acquire new clients or differentiate yourself. If done wrong, they can simply be a waste of your time and resources.

So why are we discussing them? Because when done right, they can deliver good results.

Online directories cannot be totally discounted primarily because of the power of online search. The reality is that when someone searches for a therapist, the chances are high that one of the major directories will show up. More than one-third of patients (34%) use third-party websites (ex: WebMD, Vitals) to find a new provider. Hence, you need to view directories in the following light:

• They give you a presence where everyone is.
• They can be a gateway for your prospective clients – it leads them to where you actually want them to go (i.e., your website).
• They rank very high on Google and other searches (i.e., they will appear on the first pages).
• They are doing the search engine work for you and may help your search engine optimization for your own website, even if just a little.

When your practice is properly listed and optimized on healthcare directories, you will rank higher on search engines like Google. So now, how do you tap into these 5 facts and leverage them to help you grow?  

Finding the Right Directories

Most top healthcare websites such as WebMD, Vitals, Psychology Today, ZocDoc, etc. have a directory where healthcare providers (like you!) have the option to set up a free listing profile. Take advantage of that.

Some directories are extremely large, while others focus on niche services. The large directories such as WebMD, Psychology Today, and GoodTherapy are very dominant in searches, so you may want to be on them. If you’re spending money to add your practice to a directory, stick to the ones that show at the top in searches to optimize your marketing budget.

Niche directories can be helpful, but you need to make sure to find ones aligned with your practice – especially if you’re spending money. If you focus on trauma-based care for teens, don’t list your practice in a directory for veterans with PTSD. Even if it’s free, you’re wasting your time. It’s even better when those directories can be location-specific and geographically focused on areas where you serve – unless you are based online, in which case you’ll want to focus on online therapy and telehealth directories.

Stay away from directories that are not relevant to mental health or obvious link sellers. They may hurt your Google rankings.

Optimize Your Profile

Include all information pertinent to your practice when setting up your profile. This should include phone number, address (if applicable), accepted insurance plans, conditions treated, procedures performed, medical specialties, education, etc. It’s worth taking some time to craft a well-written listing. Ask friends, family or staff: is your listing clear? Make your services obvious quickly – no long intro about why you got into the field. Some directories have character or word count limits, so you may have to create a few different versions. You may also have a short summary that shows up with other listings during a search, and a long version when someone clicks on your practice’s name to get more in-depth information.

Track Your Results

Find a way to track your results by tracking which directory sends you prospects that turn into clients. The most efficient way to do this is to have a website and then track how prospects get to your website; otherwise, you will have to ask. Many clients won’t remember how they found you and will just say they did a search online. An EHR like TheraNest can help you track referrals.

If you see a lot of good referrals from a directory, consider upgrading to a paid listing. Most healthcare directories will provide an option to upgrade to a paid listing with additional features. Paid profiles are not time-intensive to set up and offer a lower-cost alternative to working with a marketing agency.

Run Tests to See What Works

Conduct tests by continually looking for new directories to experiment with. This won’t work if you can’t track results somehow. When you find a new directory in your niche, test it out. It may just be a great directory, unless it’s obvious it’s not a fit. Adding new services or therapists? Update your listing! It’s a little more work to keep updating them, but nothing turns clients off faster than a listing that looks abandoned. If your directory and other online information don’t match up, it may look suspicious to potential clients.

If you notice a directory is responsible for bad referrals (like clients who don’t fit your specialty or demographic), you need to check why. Is your listing misleading? Is the directory known for these services? If the problems persist after improvement, you might want to remove your practice from that directory.

If you have a paid listing, it might be worth asking your contact for suggestions on how to improve your results.

Create a Repeatable System

Make it a system. Have a well-prepared bio and other details, as well as your pitch, and copy and paste these into each directory. You don’t want to have to spend hours typing every time you find a new directory to experiment with. Take the time to flesh out your elevator pitch and your hook. Start with WHY prospects should consider you, not how you do things. Keep a master document with a word/character count, and if you have multiple specialties or are part of a larger organization, consider making tweaks to focus on the services the directories are known for. As an example, you could have a general listing, one that focuses on depression and one for couples counseling.

As part of creating a system, have a cycle of when you look for directories, how long you track, and the metrics you use to determine if it’s a worthy directory or not. You can even have someone dedicated to doing this for a few hours a month (depending on your size). It will only take a few hours every month. Just remember to give each directory enough time to gather meaningful data. You’re not going to see instant improvements.

Using directories can be a cost-effective way of attracting new clients and establishing a strong online presence. By following these tips, you can find directories that fit your practice and create listings that attract clients.

TheraNest has partnered with WebMD Care to provide mental and behavioral healthcare professionals an additional channel to gain exposure and attract new patients online. Start your free profile today.