How to Build a Simple Content Strategy for Therapists

Most therapy content gets written when the practice has a quiet week and the therapist has a guilty hour to put toward marketing. The output is sporadic. The topics are random. The cumulative effect on search visibility is minimal.

A simple content strategy fits on a single page and produces twelve pieces of useful content a year, each serving a specific function.

The strategy has three buckets.

Six service pages. One for each presentation you treat well. Anxiety, OCD, panic, social anxiety, perinatal depression, work stress (or whatever your specialty mix is). Each page is 700 to 900 words, written once in the first quarter of the year, refreshed annually after that. These are the workhorses. Once they rank, they produce inquiries indefinitely.

Four blog posts on specific clinical patterns. One per quarter. Each post tackles a narrow topic prospective clients are searching for. “Why intrusive thoughts get worse when you try to stop them.” “What CBT homework actually looks like.” “How long does CBT for OCD typically take.” Concrete topics. Plain language. 600 to 1000 words.

Two updates to existing content. One in summer, one in winter. You revisit the service pages and the previously published blog posts and refresh them. New examples. Updated phrasing. Removed sections that aren’t relevant anymore. The maintenance is what keeps content ranking after the first year.

Total time investment: two to three Saturdays a year, plus an hour or two each quarter for the blog post and the maintenance work. Around 30 hours total. The output: twelve pieces of search-driven inquiry-producing content per year, compounding across years.

In my-cbt, each piece of content can have the booking widget embedded directly. The booking captures the referrer URL automatically. Recording the source for each new client in the case file’s Information tab gives you the data to see, after a year, which pieces are producing clients and which aren’t.

What this strategy avoids: chasing trends, writing weekly blog posts that nobody reads, social media content production schedules, podcast launches. Each of those is a higher-effort investment that doesn’t produce more inquiries for solo CBT practice.

The principle is simple: a small number of well-targeted pieces beats a large number of scattered ones. Twelve specific posts that match real searches outperform fifty general posts that don’t, by a wide margin.

For solo practice, this is the level of content investment that produces results without consuming the time the clinical work needs. Plan it once a year. Execute on the rhythm. Review annually. The inquiry flow stabilises and the practice grows from search-driven traffic.